2025 OHO U In-Person Bootcamps: Philadelphia

Keynote: Taking Control of Your School's Brand Narrative

The rise of the internet in the 90s drastically reshaped the student journey, forever changing how prospective students researched and engaged with institutions. Now, with the rapid rise of AI, we’re witnessing another seismic shift — and many marketers fear they’re losing control of their brand’s narrative.

In this talk, we’ll explore the striking parallels between these two transformative eras and discuss why it’s more critical than ever to ensure your content is consistent, engaging, and optimized across all channels. Join us as we uncover actionable strategies to safeguard your messaging, maintain trust, and turn AI-driven change into an opportunity rather than a threat.

As Managing Director of OHO, Jason leads a talented team of designers, developers, and strategists to create award-winning digital marketing and strategy work. He's launched numerous websites for clients and offers a deeply insightful perspective into each business and industry with which he consults. Jason's depth of experience in marketing, user research, graphic design, and television advertising make him uniquely qualified to create successful marketing strategies that marry messaging with design, information architecture, and technology.

Session: Next-Level Storytelling - Meaningful, Strategic, Sustainable

Storytelling presents a uniquely powerful opportunity to engage key audiences in the essence of your institution — but only if done well. Georgy will set a vision for what storytelling in higher ed needs to be and provide actionable guidance on how to create stories that embody the brand, maximize return on effort, and move the needle for the institution.

Workshop: Telling Next-Level Stories

Attendees will break into small groups to collaboratively apply the principles they just learned to a prototypical higher ed story. They will also have the chance to assess their own institutional storytelling and identify opportunities for optimization.

Georgy Cohen has spent nearly 20 years wrangling digital content for universities, newspapers, and a host of other organizations. She is director of digital strategy at OHO, a full-service digital agency based in Boston, Massachusetts. Georgy previously worked at Tufts University and Suffolk University, in addition to running her own independent consultancy to higher education. She speaks frequently at industry conferences such as HighEdWeb, CASE, and ContentEd. Georgy's background is in journalism, including a three-year stint working in the fast-paced online newsroom of The Boston Globe.

Session: The AI Search Evolution — How to Ensure Your School Stays Visible 

The way prospective students research colleges is evolving—fast. Our latest Enrollment Marketing Survey shows that AI-powered search tools like ChatGPT and Google’s AI Overviews are changing how students discover and compare programs and schools. As AI reshapes search, content strategy must adapt. In this session, we’ll explore key trends, the intersection of AI and SEO, and practical steps to ensure your content is structured for maximum visibility in this new search landscape.

Carrie brings over a decade of experience in higher education and enrollment marketing, both in-house at various institutions and on the agency side, offering a unique perspective on creating the most impactful client-agency partnerships. Specializing in lead generation for graduate and online programs, she brings a passion and curiosity for non-traditional students to her work. Carrie seeks to help OHO and its partners create long-lasting and strategic relationships to ultimately serve more learners.

Workshop: AI & College Search: Hands-On Exploration for Higher Ed Marketers

Through guided exercises and group discussions, you’ll gain insights into how AI interprets your content — and leave with actionable strategies to ensure your institution stands out in this evolving search landscape.

Lightning Talk: Improving How You Work With Subject-Matter Experts

How do we as digital communicators best leverage the expertise of subject-matter experts (SMEs) without assigning them web/digital responsibilities that aren't in their wheelhouse? Elisabeth will discuss how to do a better job of working with SMEs to source story ideas, optimize key webpages to meet recruitment goals, create better social content, and just generally help them understand why we do the things we do in digital content.

A storyteller at heart, Elisabeth has devoted most of her career to improving communications in education. Before joining OHO, she directed web content and social media for the University of Pennsylvania's Graduate School of Education. She's also a documentary filmmaker who has directed three feature films, wrote her graduate thesis on the relationship between mass media coverage of education and policy implementation, and worked as a multimedia specialist at the Nebraska Department of Education. At OHO, she is a content strategist who loves solving puzzles, working with clients to find clear and effective ways of organizing and communicating information.