The Signal

Jeff talks to Raffi DerSimonian, VP and Chief Strategy Officer at ERI, a digital agency that has been building for colleges and universities since 2005. Raffi came up on the institutional side—alumni relations at Becker College, then marketing and communications at Maine College of Art—before moving to the agency side. He brings a rare combination: deep empathy for campus dynamics and a strategist's eye for what actually moves the needle. Raffi shares the story behind ikiGuide.ai, a tool that takes the Japanese concept of Ikigai—the intersection of what you love, what you're good at, what the world needs, and what you can be paid for—and turns it into a guided college search experience. Instead of handing a student a list of programs, ikiGuide gives them a path and the reasoning behind it, pulling in not just curricular offerings but also clubs, activities, study abroad, and stories of students and alumni who have walked similar paths. The conversation also tackles the shifting role of the college website in an AI-driven discovery landscape. Raffi argues that with nearly half of prospective students now consulting AI before visiting a website, the site's purpose is no longer to provide facts—it's to provide a "vibe check," a sense of connection, and evidence that a student can see themselves there. He also offers a sobering challenge to institutions: if your differentiators sound like they could apply to any school in America, it's time to go back to the drawing board.   Key Takeaways  Start with Purpose, Not a Major: The traditional college search process begins with "what do you want to study?"—a question many 17‑year‑olds can't answer. ikiguide flips that by asking who you are, what brings you joy, and what you're good at, then connecting those answers to a full ecosystem of opportunities.  Only 30% of Gen Z Students Feel Prepared for Life After High School: According to Gallup and the Walton Family Foundation, the majority of students enter higher education without a clear sense of direction. Colleges have a responsibility to help them explore, not just funnel them into a predetermined path.  The College Website's Role Has Shifted from Facts to Vibe: With nearly half of prospective students now consulting AI before ever visiting a site, the website is no longer the primary source of information. Its job is to provide a sense of connection, evidence of differentiation, and a clear path forward—all within the first three seconds.  AI Is Moving the Discovery Upstream—But Websites Still Matter: Students are coming to websites already briefed by AI, with comparisons and assumptions already formed. The site needs to validate that they can see themselves there, not just repeat the facts they already know.  Personalization Requires Judiciousness: Over‑personalization can backfire if the institution can't fulfill the expectations it creates. The safer approach is to let users opt in to sharing their interests and then use that data to surface relevant opportunities—not to make assumptions about them.  Write for Both Humans and the Machines That Read for Them: AI is now summarizing institutions on behalf of students. Content needs to be findable for AI while still resonating with the human who will eventually read it. The line between the two is blurring rapidly.  Differentiation Is the Only Defense Against Sameness: Most higher ed websites look and feel identical. Institutions that clearly articulate what sets them apart—with evidence, not just claims—are the ones that win attention in... Chapters (00:00:00) - The Signal: The Future of Higher Ed Websites(00:01:51) - In the Elevator With a Consultant(00:04:31) - Exploring Ikigai: The College Search(00:14:36) - The Future of the University Website(00:20:21) - Will Higher Ed Content Be Personalized by AI?(00:24:25) - Higher Ed: The Need for Personalization(00:28:42) - The Future of Higher Ed: Reimagining the Signal

9/11/26 • 31:34

Jeff Dillon talks to Jenny Petty, Vice President of Industry Relations and Advisory Services at Simpson Scarborough, who has spent over a decade inside higher ed—most recently as VP of Marketing Communications at the University of Montana, where she helped reverse a decade‑long enrollment decline. Jenny brings a rare combination of private‑sector marketing experience (including growing a Facebook community from under 200 to over 1 million at IGT, working with brands like Dolly Parton and Family Guy) and deep institutional knowledge. Jenny doesn't hold back. She argues that many CMOs are operating from fear disguised as prudence—dressing up inaction as "getting more buy‑in" or "the campus isn't ready." She challenges the instinct to centralize everything when things feel chaotic, warning that org chart changes often mask deeper alignment problems. She introduces the concept of "alignment debt"—the organizational equivalent of technical debt—that compounds quietly until it becomes one of the most expensive problems an institution faces. For anyone leading marketing, enrollment, or institutional strategy, this episode offers both a diagnosis of what's broken and a framework—assess, align, activate—for actually fixing it.   Key Takeaways Fear Disguised as Prudence Is Holding Marketing Back: Many CMOs are afraid—afraid of exposure, afraid of making a public mistake. That fear gets dressed up as "getting more buy‑in" or "socializing the idea more." The result is inaction. The institutions that need to change most are the ones that can least afford to wait. Alignment Debt Is the New Technical Debt: Just like technical debt, unresolved misalignment in people, processes, and decision rights compounds quietly until it becomes one of the most expensive problems an institution faces. It shows up in missed enrollment goals, budget crises, and systems that break at the worst possible moment. The Scope of the CMO Role Has Become Unmanageable: Job descriptions for higher ed CMOs read like seven jobs in one—crisis communicator, media relations, digital transformation lead, enrollment partner, and more. Marketing can't fix problems with the academic portfolio, pricing, or leadership misalignment. That's not a marketing problem—it's an institutional problem. Political Savvy Is Necessary—But It Can Become Self‑Protection: You have to be political in these jobs. But the moment political maneuvering starts protecting your own position instead of serving the mission, it stops being leadership. Know your warning signs. Ask yourself: "Am I building healthy coalition, or am I being manipulative?" Assess, Align, Activate Is a Flywheel, Not a One‑Time Process: The activation stage exposes false agreement. It reveals even more misalignment that you would have missed if you skipped from assessment straight to activation. Continuous improvement requires cycling through all three stages repeatedly. AI Is Moving Production Work Upstream—Design Around That: AI is making production cheaper and faster. The question isn't whether to use AI tools—it's what humans should be doing when production is no longer the constraint. Judgment, synthesis, creativity, institutional knowledge, and relationship‑building are all moving upstream. Managing Decline Is Not Stability: Growth, stasis, and managed decline are all strategies. But many campuses act like they're in a growth strategy while actually managing decline—and the misalignment shows up in budget, resources, and morale. Marketing leaders need to be at the table helping to resolve institutional contradictions, not just communicating outcomes after decisions are made. The Signal New... Chapters (00:00:00) - What do you want your marketing leaders to do in the future?(00:00:45) - Jenny Petty on The Higher Ed Marketer(00:02:25) - CMOs: From Coal Miner to Rodeo Cowgirl(00:04:09) - What Did Working in Higher Ed Teach Me About Marketing?(00:10:48) - The Alignment Gap in Higher Ed(00:19:11) - The 3 Stages of organizational change(00:21:46) - What does an AI Ready Marketing Structure look like?(00:25:19) - In the Elevator With Consultants(00:27:03) - What can you say now about the CMO role(00:28:48) - What Higher Ed Marketing Needs

9/4/26 • 32:20

What if the best measure of an insurance company's success isn't how many claims it denies, but how many it pays—and how many of those students re-enroll? In this episode, host Jeff Dillon sits down with John Fees, co-founder and CEO of GradGuard, a fintech company that has protected more than two million students across 750 colleges and universities. John brings a rare perspective: he's a founder who built his first company in higher ed in 1999, sold companies to Viacom and JP Morgan Chase, and has spent three decades at the intersection of education, finance, and technology. But here's the thing: John believes GradGuard shouldn't have to exist. He argues that the cost of college has become unsustainable, and that the student loan default crisis isn't about over-borrowing—it's about students leaving school without graduating. Health issues, mental health crises, and other disruptions are the primary drivers, and most schools don't even track how many students leave for legitimate medical reasons. John shares how GradGuard flipped the insurance industry's scoreboard—measuring success by claims paid rather than claims denied, and tracking re-enrollment rates (currently around 75%). He also introduces the concept of "decision design," explaining how universities shape student outcomes through choices families don't even realize they're making. For any enrollment leader, CFO, or student affairs professional thinking about retention, student risk, and the financial realities families face, this episode offers a deeply human perspective on a problem hiding in plain sight. Key Takeaways GradGuard Shouldn't Have to Exist: John believes the cost of college is the root problem. If education were more affordable and schools were more generous with refunds, tuition insurance wouldn't be necessary. But the reality is that most families can't afford the financial loss of a disrupted semester. Student Loan Default Is About Dropouts, Not Over-Borrowing: The real crisis isn't that students borrow too much—it's that they leave school without graduating. If you don't finish, you don't get the ROI. That's the problem GradGuard was built to address. Health Issues Are the Premier Reason Students Leave: According to Lumina and Gallup studies, health issues—including mental health—are at the top of the list of reasons students don't persist. Mental health isn't a "disorder" to be treated differently than physical health; it's a legitimate reason for withdrawal. GradGuard Measures Success by Claims Paid, Not Claims Denied: The insurance industry traditionally tracks profitability by denying claims. GradGuard flipped that model. The real measure of success is: did the student re-enroll? Currently, about 75% of students who file a claim return to the same school. Decision Design Is Hiding in Plain Sight: Universities shape student outcomes through forced decisions—living on campus, meal plans, health insurance—that families don't always realize are choices. CFOs and enrollment leaders are decision architects. Helping families make informed decisions benefits everyone. Trust Has to Come Before the Transaction: In higher ed, trust is everything. The objection GradGuard hears most is: "We don't want families to think about bad outcomes." But ignoring the risk doesn't make it go away. Transparency builds trust. Tuition Insurance Is Affordable at Scale: When schools partner with GradGuard, the cost is around 1.2% of tuition—about $120 for $10,000 of coverage. Without a school partnership, it's twice as expensive. The spread of risk across a large pool makes it affordable. Don't Go to School Without Protection: John's advice to families: know the school's refund policy. Don't assume a nonprofit... Chapters (00:00:00) - Not every degree is worth the same(00:00:44) - John Fees on Higher Education and the Future(00:02:12) - Bill Sonneson: The Crossroads of Higher Ed(00:06:53) - Grad Guard: Why It Shouldn't Be Expensive(00:11:06) - Gradguard: The College Enrollment Process(00:17:00) - Markel on Higher Ed Decision Design(00:21:17) - Enrollment Cliff: The College Professions(00:24:29) - Benefits of Brightguard for College Students(00:27:07) - Have We Reached a Mission in Higher Ed?(00:29:02) - Grad Guard: The One Risk Students Should Know

8/28/26 • 31:16

In a world drowning in AI hype, how do you separate what's actually useful from what's just shiny? And what happens when the people building AI can't even agree on where it's going?  Jeff Dillon sits down with Jeff Wilser, a journalist-turned-AI-strategist who has written for The New York Times, Wired, and GQ, hosted the AI Curious podcast (named by Inc. as one of the best ways to get AI savvy), and spoken at Davos. Jeff brings a reporter's instinct for cutting through noise and a storyteller's ability to make complex topics clear. Jeff shares his "Curiosity Canvas" framework—starting with a "drudgery dump" to identify the boring, repetitive tasks AI can automate, freeing up time for what actually matters: human connection, creativity, and strategic thinking. He argues that the biggest mistake organizations make is using AI to cut rather than to grow. He also tackles the existential tension in higher ed, referencing a business school dean who sees AI as a threat to universities while simultaneously driving 90% faculty adoption inside his own building. The takeaway: don't bury your head in the sand. Use AI to be more competitive, not to replace what makes education human. And for anyone worried about what skills matter in an AI-driven world, Jeff's answer is simple: double down on curiosity. The tools will change constantly, but curiosity never goes out of style.   Key Takeaways  AI Should Empower, Not Eliminate: The goal isn't to replace humans with AI. It's to automate the drudgery so people can spend more time on high-value work—mentoring, brainstorming, building relationships, and thinking strategically.  The "Drudgery Dump" Is Your Starting Point: Make a list of the most boring, repetitive tasks you do—the things you could do while watching Netflix. Those are the tasks most ripe for AI automation.  The IKEA Example Is a Blueprint: IKEA didn't lay off 8,500 customer service agents when it introduced an AI chatbot. It retrained them as interior design advisors and generated €1.3 billion in new revenue. That's empower, not eliminate.  AI Should Solve Problems, Not Be a Coat of Paint: Jeff shares a cautionary tale of a hockey team that slapped "AI Night" on the jumbotron and used Snapchat-like filters. Fans come to watch hockey, not AI gimmicks. In higher ed, don't brand your solutions as "AI" just to sound innovative—focus on the actual problem being solved.  Curiosity Is the One Skill AI Can't Replace: Jeff Bezos says the most important attribute for a CEO is curiosity. Tools will change constantly, but curiosity—the drive to ask questions, explore, and learn—will never go out of style.  Use AI for Growth, Not Just Efficiency: Too many leaders ask, "How can AI help us do what we're already doing faster?" The better question is: "What could we be doing now that we couldn't do before because we have AI?"  Start with a 90-Day Roadmap, Not a Slide Deck: Jeff's workshops don't end with inspiration—they end with a plan. Build an accountability team, set a two-week proof-of-life milestone, and focus on both low-hanging fruit and bolder agentic workflows. Treat AI like any other project, not a mystical magic wand.  The Signal Newsletter: https://edtechconnect.com/newsletter Find Jeff Wilser: LinkedIn                               https://www.linkedin.com/in/jeffwilser/ AI-C... Chapters (00:00:00) - To Prove You're Human, You Have to Stare Into(00:00:46) - Jeff Wilser: The Curious Edge of AI(00:02:02) - In the Elevator With AI's Legends(00:04:08) - What's the Most Human Problem That AI Can't Help?(00:08:12) - Jeff Dylan on When Will AI Give Us Free Money?(00:13:09) - Matthew McConaughey: Take Control of Your Identity in AI(00:15:15) - In the Elevator With AI: What's Useful?(00:23:36) - The Importance of AI in Higher Ed(00:27:27) - Using AI for AI's Sake(00:30:17) - Jeff Bezos on the Need for Curiosity in AI Jobs(00:32:30) - The Signal: Higher Ed Tech Insights

8/21/26 • 33:09

In this episode—the 100th recording of The Signal—host Jeff Dillon sits down with Wendy Wong, Director of Enterprise Support and Client Engagement at Florida Atlantic University, who has spent 24 years transforming IT from a back‑office function into a driver of student and employee experience. Wendy shares the story behind OwlOne (FAU's branded version of Nebula One), a no‑code AI agent platform that sits in FAU's Azure infrastructure, giving the university complete control while avoiding the security risks of public AI tools. Wendy reveals the secret to driving adoption: don't ask users what they want—show them what's possible. She walked into offices with use cases tailored to their actual work (residency forms, graduation ceremonies) and even shared personal examples like planning a trip to Japan. She also explains why strong change management—communication, expectation-setting, and grassroots efforts—was the real driver of success, not the technology itself. For any CIO, IT director, or campus leader trying to figure out where to start with AI, Wendy offers practical advice: don't buy an AI point solution that will be obsolete in 18 months, and don't chase hype. Build a foundational platform that can evolve.   Key Takeaways  Build a Foundational Platform, Don't Buy a Point Solution: Wendy advises against purchasing a standalone AI tool that will be obsolete in 18 months. Instead, build or adopt a platform that can evolve with the technology and the institution's needs.  Don't Ask Users What They Want—Show Them What's Possible: Most people suffer from "blank page syndrome." Wendy showed faculty and staff tailored use cases (organizing a graduation ceremony, filling out residency forms) rather than asking open-ended questions. This approach unlocked adoption.  Normalize AI by Showing Personal Use Cases: Wendy shared how she used AI to plan travel to Japan and translate for her Spanish-speaking family. When users see AI as a life tool rather than just a "student cheating tool," their mindset shifts.  Strong Change Management Is the Real Driver: Communication, expectation-setting, grassroots efforts, and meeting people where they are were more important than the technology itself. The Cloud Force Frontier Award for AI Advocacy recognized FAU's change management efforts, not just the tech.  Adoption Comes from Making AI Approachable: Wendy avoided tech‑intimidating language and made AI feel accessible to non‑technical users. The result: a 50x increase in adoption and nearly one billion tokens processed.  Look for Partners Who Bring Expertise, Not Just a Product: The best technology partners challenge you, offer honest feedback, and help you succeed even if it means recommending something that doesn't directly benefit them.  Use the "How Are You Using AI?" Question as a Screening Tool: When evaluating partners, ask them how they use AI internally. If they can't give a compelling answer, they likely don't understand how to help you use it effectively.  Start Small, Build Momentum, and Let Successes Scale: Wendy's approach was iterative—launch with a few early adopters, capture their wins, and use those stories to bring in the next wave of users. This grassroots approach built credibility and momentum organically.  The Signal Newsletter: https://edtechconnect.com/newsletter   Find Wendy Won... Chapters (00:00:00) - How Microsoft's AI Agents Became Popular(00:00:43) - The 100th Guest: Wendy Wong(00:02:21) - What's Keeps You Motivated at Florida Atlantic?(00:05:38) - What Do CIOs Need to Know to Drive a Mobile App(00:07:04) - Unifying IT support, help desk, desktop support(00:08:51) - FAU's No Code AI Agent Platform(00:14:31) - The University of Cambridge's AI Frontier Work(00:16:51) - Fau's AI Governance(00:19:20) - How to Deploy a Complex IT System in Higher Ed(00:23:00) - What separates a Technology Partner from a Liability?(00:26:15) - Where AI and the Student Experience Intersect(00:27:49) - The Signal: Higher Ed Tech News & Insights

8/14/26 • 28:28

What happens when an enrollment marketing agency that's been at it for 20 years looks back and realizes their biggest lesson wasn't about campaigns—it was about finding the right partners? In this episode, host Jeff Dillon sits down with Brian Hartnack, CEO of Archer Education, which just celebrated its 20th anniversary and was named Enrollment Management Solutions Provider of the Year. Brian shares the two founding principles that have guided Archer from day one: treat prospective students like the savvy consumers they are, and treat institutions as true partners focused on shared ROI. Brian offers am illustration in the difference between traditional 18-year-old recruitment and adult learner enrollment—a distinction most agencies still get wrong. He explains why the brand that works for high school seniors doesn't carry the same weight with working adults, and why enrollment advising is a "litmus test" that tells students everything they need to know about what it will be like to be your student. He also tackles the AI shift head-on, revealing that institutions have already lost at least 25% of organic referral traffic over the last two years. The game has moved beyond your domain—it's now about your entire web presence, including Reddit, TikTok, and earned media. And he offers a direct challenge to presidents and provosts: fund the data foundation, elevate your faculty, and create a shared vision that every corner of the organization actually wants to win.   Key Takeaways Treat Students Like Savvy Consumers: You can't trick a prospective student into making one of the biggest decisions of their life. They want real answers to difficult questions. Meet them where they are. Adult Learners Are Not High School Seniors: Traditional 18-year-old recruitment is about identity and belonging. Adult enrollment is an ROI purchase—career-driven, lonely, and beset by competing priorities. The same playbook doesn't work. Brand Matters—But It Can't Overcome Everything: For adult learners, brand sits alongside tuition, flexibility, convenience, and responsiveness. A great name won't fix high prices, limited starts, or slow enrollment advising. AI Has Already Reshaped the Funnel: Organic referral traffic is down at least 25% over the last two years. The student journey now happens in AI answers and chat before they ever reach your site. The game has moved beyond your domain. Stop Treating SEO as Something That Lives Only on Your Domain: AI citations are assembled from your website, earned media, Reddit, reviews, YouTube, and social. Your goal is a robust, credible web presence across every node of the knowledge graph. Data Interoperability Is the Foundation for AI: Everyone is shopping for AI solutions, but very few are laying the data foundation that makes AI useful. You need master data management—stitching your CRM, SIS, and LMS into one golden record. This is ongoing human work, not a one-time purchase. The Signal Newsletter: https://edtechconnect.com/newsletter   Find Brian Hartnack: LinkedIn                               https://www.linkedin.com/in/brianhartnack/ Archer Education https://www.archeredu.com/   And find EdTech Connect here: Web: https://edtechconnect.com/   Chapters (00:00:00) - How to Gain an AI Cease(00:00:34) - The Signal(00:01:47) - Archer College Enrollment Management Solutions Provider(00:04:21) - What Colleges Need to Know For Adult Enrollment(00:08:22) - Top Higher Ed Executives: Brand Matters(00:15:16) - Archer Innovation: Helping Colleges Build Internal Capacity(00:18:29) - Building Internal Capacity for AI Search(00:21:38) - Archer Education Partnerships: Red Flags(00:26:29) - The Future of Enrollment: What Leaders Need to Know(00:28:55) - Brian Archer on College Professions and the Future of Learning(00:30:58) - The Signal: Higher Ed Tech Insights

8/7/26 • 31:39

What happens when a prospective student asks ChatGPT for the best computer science program in the Midwest—and gets a complete answer without ever clicking on your website? For higher ed marketers who've spent 15 years optimizing for clicks, that shift changes everything. In this episode, host Jeff Dillon sits down with Andy Crestodina, co-founder and CMO of Orbit Media and author of Content Chemistry, to unpack what AI search really means for colleges and universities. Andy, who has been doing SEO for 25 years and teaches digital marketing at Northwestern, argues that the SEO playbook isn't dead—it's just expanded. The new goal isn't ranking; it's being cited. Andy explains why program pages need to be dramatically more detailed than they've ever been, why "conversation optimization" matters more than keyword optimization, and how a 30-word prompt from a nervous 17-year-old can completely change the game for a small school competing against a flagship. He shares practical, actionable methods: run synthetic prompts, audit where AI is training on your vertical, and fix your homepage (which AI crawls far more than any other page). For anyone trying to make sense of a world where traffic is down but intent is up, this episode offers a clear, grounded perspective from one of the most trusted voices in digital marketing.   Key Takeaways  The Goal Has Shifted from Clicks to Citations: AI search doesn't send visitors to your site—it synthesizes answers from across the web. Your goal is to be the source behind the answer, even if the user never clicks through.  Prompts Are Much Longer Than Keywords: The average prompt is around 30 words, not two or three keywords. To win in AI search, your content must align with the detailed, real-life questions prospective students would ask an admissions counselor.  AI Search Is SEO + Conversion Optimization Combined: You need both algorithmic visibility (SEO) and alignment with visitor psychology (CRO). The playbook has expanded—not been replaced.  Homepages Matter More Than Ever: AI crawls your homepage far more than any other page. If your homepage is a branded tagline without substance, fix it. That's where AI is trying to learn about your institution right now.  Run a Synthetic Persona Audit: Build a detailed persona of your ideal student, then run 25 synthetic prompts on behalf of that persona. Ask the AI to output its sources. Audit those sources to see where you're cited—and where you're missing.  The AI Has No Appeals Process: There is no one at OpenAI, Google, or Anthropic who will respond to your request to be ranked higher. Your only leverage is the quality and depth of your content.  Thought Leadership and Original Research Are the Antidote to AI-Generated Sameness: If AI can write it, don't publish it. The internet doesn't need more generic content. Prioritize original research, strong points of view, and collaborative content that AI can't replicate.  Brand Still Short-Circuits the Funnel: Brand awareness and word of mouth still matter. Not all marketing is algorithm-based. Relationship marketing, brand positioning, and share of voice are blue ocean opportunities.  Start at the Bottom of the Funnel: Before you worry about AI visibility, fix your program pages. Address the basics: deadlines, financial aid, concerns. If there's a leak in the bottom, nothing else helps. Benchmark conversion rates by URL and prioritize the lowest-performi... Chapters (00:00:00) - How AI Is Affecting Cloudflare's Content Marketing(00:01:59) - Higher Ed Marketing: Where's Marketing Heading?(00:09:22) - How to Win in an AI-First World(00:10:02) - AI Search: How Will It Affect Marketing?(00:17:44) - How to Get More Out of Your Homepage(00:21:41) - The Tension Between Optimizing for AI and Human Content(00:27:00) - AIs Will Build Custom Websites(00:29:43) - The Signal: Higher Ed Tech Insights

7/31/26 • 30:22

Every CIO I talk to wants to know how to get AI ready. But according to Russell Long, co-founder and CEO of Authentica Solutions, most institutions are asking the wrong question. The real bottleneck isn't choosing the right AI model—it's unifying the data that feeds it.  In this episode, host Jeff Dillon sits down with Russell, who has spent two decades building the data infrastructure that sits quietly underneath education technology. He's taken a company through acquisition by BrightBytes (later acquired by Google), seen his DataSense platform find a second home inside Microsoft, and rebuilt Authentica around a modern education intelligence platform backed by a $6.2 million Series C round.  Russell shares hard-won lessons from the classroom, the enterprise, and global scale. He explains why "technical turn-on" doesn't equal adoption, why universities need to re-evaluate who they actually serve, and how a state-level nursing shortage was really a data problem in disguise. He also introduces the Adoption Improvement Method (AIM)—a framework for ensuring new technology actually gets used, not just purchased.   For anyone leading digital strategy, data governance, or AI adoption in higher ed, this episode is a grounded, practical look at what it actually takes to build the foundation for intelligent systems.  Key Takeaways  AI Readiness Starts with Data Unification, Not the Model: You can't trust AI answers if you don't trust the data behind them. Institutions need to unify their data into a "gold layer" of trusted information before they can confidently explore AI. Garbage in, garbage out—at scale. Technical Turn-On Is Not Adoption: Just because a system is available doesn't mean it's being used. Many institutions confuse "turned on" with "adopted." Real adoption requires consistency, training, and ongoing engagement—not just a contract signature. The Adoption Improvement Method (AIM) Is a Framework for Success: Authentica's AIM methodology includes 11 components for implementing enterprise technology, measuring impact, and revisiting change management. If adoption is low, it may be the wrong tech, the wrong onboarding, or just a bad fit. Bad Data Leads to Bad Policy: Russell shares the story of a state nursing program that thought it was nearly full—until unified data revealed it was short by 2,000 spots annually and that 72% of nursing students were dropping out by sophomore year, not the assumed 36%. Acting on assumed data leads to bad decisions. Data Belongs to the Student: Schools, districts, and universities are proxies for student data. The ultimate goal should be giving students ownership of their own information so they can share it with employers, certifications, or institutions as they choose. K-12 and Higher Ed Have More in Common Than We Think: The challenges around data, interoperability, and technology adoption are surprisingly similar across both sectors. Some of the best ideas for higher ed come from looking across the K-12 divide. The Rise of the Community College Is Real: Major companies like Microsoft and Google are investing dedicated teams in community colleges, separate from their state and local government sales teams. That signals a shift worth paying attention to. Higher Ed Needs to Re-Evaluate Who It Serves: Many professors still treat 18–21-year-olds like they're in high school—but those students are paying for a service. The power dynamic is shifting, and institutions that don't adapt will struggle. Special Education Support Shouldn't End at K-12: Students who receive support in K-12 often lose it when they transition to higher ed. Russell argues that universities should be req... Chapters (00:00:00) - The future of learning is professor-centered(00:00:45) - Meet the Connectors of Higher Ed: Russell Long(00:02:12) - Top Executives: The power of AI in the classroom(00:06:40) - Authentica: Connecting K12 & Higher Ed Data(00:09:53) - What's the Big Picture of Data Preparing for AI?(00:12:01) - Data readiness: The hard part(00:17:47) - What did that experience teach you about building a scalable education business?(00:22:04) - Microsoft's Adoption Improvement Method(00:25:04) - WSJD Live: K12 and Higher Ed(00:29:49) - What's Your Biggest Win?(00:32:07) - The Signal: Higher Ed Tech Insights

7/24/26 • 32:46

Transfer credit is one of higher ed's most persistent headaches. Students lose credits, take longer to graduate, and navigate a labyrinth of institutional policies that often feel designed to frustrate rather than help. But according to Troy Holaday, president of CollegeSource, the narrative that "transfer is broken" is outdated—and it's getting in the way of real progress. In this episode, host Jeff Dillon sits down with Troy, a former academic advisor and professor who spent 16 years inside Ball State University before leading one of the most widely used transfer technology platforms in the country. Troy brings a rare perspective: he's been the advisor sitting across from students, the faculty member designing curriculum, and the technologist building systems to make transfer work. Troy challenges the conventional wisdom that transfer is a disaster, pointing to recent data showing that most students now have their credits evaluated automatically and are largely satisfied with the process. He argues that the real problem isn't broken systems—it's that we're not telling the right stories. Instead of fixating on horror stories, we should be studying and scaling best practices. The conversation covers CollegeSource's suite of products and how they work together to mirror the transfer journey. Troy also shares the story of Louisiana's statewide expansion of TES across all public institutions, and the remarkable "degree discovery" work that has helped institutions award more than 200,000 degrees to students who had stopped out. For any enrollment leader, registrar, advisor, or policymaker trying to make transfer work better, this episode offers a grounded, evidence-informed perspective on what's already working—and where technology can actually move the needle. Key Takeaways Transfer Is Normal—Not an Oddity: An overwhelming majority of students now earn credit from more than one institution. Transfer should be treated as a standard part of the educational journey, not a disruption or a problem to be solved.  The "Transfer Is Broken" Narrative Is Outdated: Much of the alarming data about credit loss comes from studies looking at transcripts from 2004–2009. More recent research shows that most students have their credits evaluated automatically and are largely satisfied with the process. Horror stories are real, but they don't represent the whole picture.  Earlier Planning Is Critical: Students who can see how their credits will apply before they transfer are more likely to make informed decisions and avoid taking courses that won't count. Transparency builds confidence and reduces wasted time and money.  The Louisiana Statewide Initiative Is a Model for Collaboration: Getting 28+ institutions to work together on transfer is no small feat. Louisiana's expansion of TES creates a unified public-facing portal for transfer students and signals that the state is serious about serving transfer students well.  Degree Discovery Is Transformative: College Source's degree discovery work—running millions of audits to identify students who have earned enough credits for a degree—has helped institutions award more than 200,000 degrees to stop-outs. Ivy Tech alone increased degree output by 20,000, forcing the state to reformulate its funding model based on completion rates.  Policy and Technology Both Matter: Technology can make a good process better, but it can't fix broken policies. Institutions need clear vision, good champions, and grassroots people in the trenches who will actually use the tools available to them.  Change the Stories We Tell: Chapters (00:00:00) - Transfer Is Broken: The Fix isn't in(00:02:07) - Teaching and Building Academic Systems at College Source(00:05:52) - Transfer Credit: Hard to Solve(00:10:37) - TransferOmni and the degree-planner system(00:17:21) - Louisiana's Transfer Student Visibility(00:21:50) - TESS: The Transfer Credit Evaluation System(00:24:35) - College Source: Serving 2,000+ Institutions(00:27:15) - Transfer Credit: AI in the College Field(00:30:59) - Transfer Credit: The Need to Change the Story(00:33:29) - The Signal: Higher Ed Tech Insights

7/17/26 • 34:09

What if a college degree required not just passing classes—but launching a real business? In this episode, host Jeff Dillon sits down with Jeff Meade, Founding Director of Entrepreneurship at Paul Quinn College, where "Every Quinnite Is an Entrepreneur" isn't a slogan—it's a graduation requirement. Every student, regardless of major, must start and launch a venture before they leave campus. Jeff brings over 20 years of agency and consulting experience to higher ed, and he's using that builder mindset to reimagine what a college education can produce. He shares the story of the hike in Japan that led him to ask "what makes me happy?"—and how that question pulled him out of a successful consultancy and into the classroom. The conversation covers Paul Quinn's venture-based learning model, a six-week boot camp where students identify problems, pitch solutions, and then build real businesses with real stakes. Jeff explains how securing six-figure seed funding changed the way students show up—turning dreams into tangible ventures. He also introduces the concept of acquisition entrepreneurship, where the college itself is exploring equity partnerships in businesses to diversify revenue streams and give students hands-on operating experience. For any institutional leader wondering if this model could work beyond Paul Quinn, Jeff offers a practical path: culture starts at the top, and you need people who see the world differently. This is a must-listen for anyone who believes higher ed must do more than teach theory—it must create value.  Key Takeaways Every Student Must Launch a Business to Graduate: At Paul Quinn, entrepreneurship isn't an elective or a major—it's a graduation requirement for every student, regardless of their field of study. The goal is to help students think and act like entrepreneurs in any career they pursue.  Venture-Based Learning Has Real Stakes: Unlike traditional entrepreneurship courses that end with a graded pitch, venture-based learning requires students to actually go to market. Students must talk to real customers, face rejection, and pivot. That experience is often harder—and more valuable—than getting an A.  Real Money Changes Student Mindset: Paul Quinn secured six-figure funding for a student seed fund. When students know there's actual capital behind their ideas, they dream bigger and take the work more seriously. A $5 sale can feel like a breakthrough when it leads to an investment.  Technology Must Reduce Friction, Not Add It: Supporting hundreds of students launching real businesses requires a different tech stack. Paul Quinn partnered with Canoo to create a marketplace where students can display and sell products or services—eliminating the heavy lift of building a website from scratch.  Partnerships Start with Shared Values: Paul Quinn's goal is to eradicate intergenerational poverty. That mission attracts partners like Babson, Wharton, and the Sean Carter Foundation—not because of fancy pitches, but because they see the world the same way. Find people who share your vision and start a conversation.  Acquisition Entrepreneurship: A New Frontier: Beyond starting businesses, Jeff is exploring acquisition entrepreneurship—helping students acquire and operate existing small businesses. The college is also exploring equity partnerships to diversify its own revenue streams while giving students hands-on operating experience.  Bring Companies in Early and Often: Jeff argues that higher ed doesn't involve companies soon enough. But the ask doesn't have to be big—invite executives to a roundtable, host a lunch, bring them into a clas... Chapters (00:00:00) - What's the Toughest Part of Starting a Business?(00:00:39) - This college is reimagining what a college degree is actually supposed(00:02:01) - Paul Quinn College Alumnus on Why He Pivot(00:05:39) - What Does a Student's Journey to Starting a Venture(00:10:14) - How to Launch a Business on Campus(00:14:35) - In expanding access to entrepreneurship education(00:16:49) - The Future of Learning: Technology in Higher Education(00:24:35) - Higher Ed's Future of Venture-based Learning(00:28:47) - Paul Quinn College's Vision for Venture Based Learning(00:32:00) - The Signal: Higher Ed Tech Podcast

7/10/26 • 32:42

What if the biggest barrier to enrollment growth isn't your marketing budget—but your program portfolio itself? In this episode, host Jeff Dillon sits down with Elysia Labita, Executive Director of Portfolio Strategy and Marketing at EdPlus at Arizona State University. Over the past decade, Elysia has helped scale ASU Online from roughly four programs to more than 400, serving over 118,000 students. She brings a provocative and practical lens to one of higher ed's most uncomfortable conversations: programs are products. Elysia explains why "if you build it, they will come" is a dangerous myth, and why great intentions don't create demand. She shares how her team uses funnel data, market signals, and program life cycle analysis to make decisions about what to launch, modernize, or sunset—without alienating faculty. She also offers a guide to having difficult conversations about underperforming programs, using data not as a weapon but as a tool to uncover systemic friction. From the insight that high-enrolling campus programs consistently become high-enrolling online programs, to the revelation that AI is most valuable as a listening tool rather than a content generator, this episode is packed with actionable frameworks for any institutional leader trying to build a healthier, more sustainable academic portfolio.   Key Takeaways Great Intentions Don't Create Demand: Marketing can't out-optimize misalignment. If a program isn't positioned correctly, if the value proposition isn't clear, or if demand simply doesn't exist, no amount of ad spend will fix it. The problem isn't marketing—it's the portfolio.  Programs Are Products—And That's Not a Dirty Phrase: When Elysia says "programs are products," she's not saying education is a commodity. She's acknowledging that students have more ways to learn than ever. The question institutions must answer is: what unique value do we bring? It's not the information—it's the faculty, the research, the credibility, the mentorship, and the outcomes.  Online Students Were Never Going to Relocate: The fear that online programs will cannibalize campus enrollment is misplaced. Online students are working adults, parents, military, or place-bound. The question isn't whether they'll choose online over campus—it's whether they'll have access to higher education at all.  High-Enrolling Campus Programs Become High-Enrolling Online Programs: This pattern has held so consistently at ASU that it's the strongest signal Elysia looks for. Those students aren't waiting to come to campus—they're waiting for access.  Not Every Program Has the Same Job: Roughly 40% of programs drive about 80% of enrollment. That doesn't mean the other 60% should be cut. Some programs are growth engines; others are mission programs serving specific community needs. Understanding each program's role in the portfolio changes how you resource and market it.  Programs Follow Life Cycles: The first couple of years show explosive growth (capturing pent-up demand), then level off, then plateau or decline. Institutions that assume 200% growth will continue often over-hire faculty and over-plan budgets. Setting realistic expectations early prevents panic later.  Before Sunsetting, Try Modernizing: Most underperforming programs aren't dead—they're outdated. Sometimes it's a single course refresh, a repositioned career list, or updated degree description. Only after trying incremental fixes should institutions move to sunsetting conversations.  AI's Real Power Is Listening, Not Generating: At ASU, the bi... Chapters (00:00:00) - The Signal: Portfolio Strategy and Marketing(00:01:49) - Getting it out there: How to grow a degree(00:03:49) - WSJD Live: ASU Online's Scale(00:07:25) - Programs are products: The future of higher ed(00:15:03) - Program Life Cycle, Reinvestment(00:17:38) - How to Fix Program Misalignment(00:24:33) - New Programs Needed to Enhance Current Programs(00:27:15) - How AI is changing the way we do portfolio strategy(00:29:15) - Alicia On Higher Ed: The Future(00:30:43) - The Signal: Higher Ed Tech Insights

7/3/26 • 31:23

What if the biggest barrier to student success isn't ability—but the belief that effort is even worth it? In this episode, host Jeff Dillon sits down with Dave Tucker, founder and CEO of Genio, a learning technology company that's been quietly transforming how students study, learn, and persist for nearly two decades. What started as an assistive note-taking tool for students with dyslexia has evolved into a platform used by over 900 institutions worldwide, supporting more than 160,000 learners—including first-generation students, working adults, veterans, and neurodivergent learners. Dave shares the company's origin story: creating a visual interface for lecture recordings so students wouldn't have to re-listen to hours of audio. But along the way, he discovered something deeper—the "note taker's dilemma," the cognitive overload of trying to capture information while simultaneously processing it, and the devastating impact of students internalizing failure as a personal flaw. The conversation covers Genio's recent independent research showing a 3.6% GPA increase and a 28% reduction in dropout rates, the company's ESSA Level 3 validation, and Dave's thoughtful, cautious approach to AI. He argues that the real opportunity lies not in replacing effort but in scaffolding the learning process—capture, organize, refine, apply—so that students develop the confidence and skills to learn independently. For any enrollment leader, dean of students, or ed tech decision-maker trying to separate genuine impact from marketing noise, this episode offers a grounded, evidence-informed perspective on what actually moves the needle for student success.   Key Takeaways Learning Is a Process, Not an Event: Genio's framework—capture, organize, refine, and apply—scaffolds the entire learning journey, helping students move from simply recording information to truly synthesizing and applying it. Understanding this process is the foundation of effective study. The "Note Taker's Dilemma" Is Real: Students struggle to capture information while simultaneously understanding it. Recording lectures and creating a visual, interactive interface allows them to focus during class and engage deeply afterward—reducing cognitive overload and wasted effort. Small Interventions Can Be Life-Changing: Dave shares the story of a community college student who thought she was "stupid" until she used Genio and realized she wasn't the problem—the environment was. Simple tools that address core friction points can transform a student's self-belief and trajectory. Confidence Is the Real Product: If students don't believe that effort will pay off, they won't invest it. The goal of learning technology should be to build self-efficacy and agency—not just to deliver content faster. Trust Is Built Over Time, Not Through Claims: Independent research, student testimonials, research partnerships, and consistency all contribute to trust. The question isn't just "does it work?" but "does this company have the best intentions for learning?" Accessibility Should Be Built In, Not Bolted On: Accessibility is not about compliance checkboxes—it's about access to the learning process itself. When done well (like the iPhone's built-in accessibility features), it benefits everyone, not just a subset of users. Learner-Centered Design Is the Future: Higher education has traditionally been teaching-centric, focusing on pedagogy and classroom design. But most learning happens outside the classroom, through independent study. The biggest opportunity is designing tools that support learners in those environments. Good Learning Is Effortful—But It Doesn't Have to Be Wasteful: Like going to the gym, learning requires struggle. But w... Chapters (00:00:00) - The Fix to Student Academic Struggles(00:00:44) - Meet Dave Tucker Diaz(00:02:29) - Genio: The Story of Note Taking(00:07:54) - Quora's Core Learning Process: Capture, Organize, Ref(00:09:31) - Genio: The accessibility of learning(00:13:22) - How Genio Stabilizes its Learning System(00:15:34) - Genio on the Relationship between Technology and Student Success(00:22:01) - ADvocacy on Accessibility(00:24:54) - The EdTech market's focus on learning science(00:28:57) - ESSA Level 3 validation and more(00:31:01) - Higher Ed: The Future of Learning and Support

6/26/26 • 33:59

Your traffic is down. Your inquiries are flattening. But your applications haven't dropped. What's happening? The front door just moved—and most higher ed marketers haven't noticed. In this episode, Jeff Dillon welcomes Paula French, Director of Sales and Marketing at Search Influence, a digital marketing agency with more than 16 years of experience helping institutions stay visible online. Paula co-authored a groundbreaking study with UPCEA titled AI Search in Higher Education: How Prospects Search in 2025, and the findings are reshaping how colleges should think about discovery, trust, and ROI. Paula shares the data: one in three prospects now trusts AI tools for program search, 79% are reading Google's AI overviews, and more than half say they trust institutions cited there. But here's the catch—those prospects are showing up to your website already informed, which means they never registered as a click or an inquiry. The metrics marketers have relied on for two decades are breaking down. The good news? AI has the power to connect students with niche programs in ways Google never could. Paula walks through real examples—including how Tufts University recovered lost traffic by optimizing for AI—and offers a practical six-month playbook for institutions with limited budgets. She also tackles the hard questions: Where should you focus when you're spread thin? How do you measure success when the funnel is no longer a funnel? And why Q&A sections might be the "easy button" for AI visibility. For any enrollment marketer, digital strategist, or institutional leader trying to make sense of a post-AI search landscape, this episode is required listening. Key Takeaways AI Search Is Mainstream, Not Fringe: One in three prospects now trusts AI tools for program search, and 50% are using AI as part of their search process. This isn't early adoption anymore—it's the new normal. 79% of Prospects Are Reading Google's AI Overviews: And more than half say they trust institutions cited in those overviews. If your institution isn't being cited, you're not even in the consideration set. Your Traffic Will Drop—But That Doesn't Mean Interest Dropped: Prospects are showing up to your website already informed. They never registered as a click or an inquiry. Marketers who rely on top-of-funnel metrics alone will panic unnecessarily. AI Search Is SEO Plus, Not a Replacement: Everything you're doing for organic search helps AI visibility, and everything you do for AI helps organic rankings. It's a layering effect, not a channel shift. Focus on 1–5 Programs: Spreading yourself thin across dozens of programs is a losing strategy. Institutions that focus on a small set of programs, build a repeatable playbook, and execute consistently will see movement much faster. Consistency Across Channels Creates Patterns AI Can Read: If you talk about a program four different ways across your website, LinkedIn, and YouTube, AI will have a blurry picture. If you say the same thing consistently, AI learns to repeat it back to users. The Tufts Example: Recovering Traffic Through AI Optimization: Tufts recovered lost traffic by (1) writing content more directly for AI with clear program descriptions at the top of the page, and (2) adding detailed Q&A sections that answered the nuanced questions prospects are asking AI engines. Q&A Is the "Easy Button" for AI Visibility: When you write in Q&A format, you're forced to get detailed about what prospects are actually asking. AI engines expect that level of detail now—high-level content won't cut it. AI Can Connect Niche Programs That Google Never Could: People are now having highly specific, conversational search... Chapters (00:00:00) - The Signal: How AI Is Affecting Colleges and Universities(00:01:54) - How Long Have You Been at Search Influence?(00:04:17) - How Higher Ed Became a Focus for Search Influence(00:07:09) - How AI Search in Higher Ed Will Affect Universities(00:17:09) - How Tufts University Salvaged Organic Traffic with AI Search(00:23:48) - Higher Ed Marketing: How to Improve Your Outreach in AI Search(00:27:24) - How to Quantify Student Experience in a Digital World(00:29:57) - A Taste of AI in Student Search(00:30:57) - The Signal: Higher Ed Tech Insights

6/19/26 • 31:37

After nearly 20 years watching colleges pour millions into sameness—the same viewbooks, the same home page videos, the same taglines—Mallory Willsea has a message for higher ed: stop mistaking activity for strategy. In this episode, Jeff Dillon sits down with Mallory, a strategist and consultant who has been shaping digital marketing in higher ed since the early days of social media. From her early experiments with YouTube recruitment videos at St. Michael's College to co-founding Higher Ed Icons and hosting the Higher Ed Pulse Podcast, Mallory brings a rare longitudinal view of what actually works—and what doesn't. Mallory argues that the real enemy isn't polish; it's sameness. When every institution claims to "develop the whole student" without showing what the chemistry department actually does at 9 a.m. on a Tuesday, trust erodes. The fix? Specificity. Real people. Proof behind the claims. She also tackles the AI shift head-on, warning that SEO strategies from 2019 are no longer enough when students start their search in ChatGPT, Reddit, or AI overviews. She urges institutional leaders to audit where their audience is actually finding information—and to accept that they no longer control the front door. Packed with stories , practical advice on building executive visibility on LinkedIn, and a sharp critique of how higher ed confuses outputs with outcomes, this episode is a must-listen for any marketer, enrollment leader, or ed tech founder trying to cut through the noise. Key Takeaways Activity Is Not Strategy: Many colleges measure their teams on how busy they are (outputs) rather than whether they changed a prospective student's mind (outcomes). Confusing the two keeps institutions spinning their wheels. Sameness Is the Real Enemy, Not Polish: The problem with higher ed marketing isn't that it's too polished. It's that every viewbook, video, and campaign hits the same beats. Authenticity comes from specificity—real people, real proof, and a real point of view. The Featherstone University Lesson: When Colorado Mesa University launched "Featherstone University" as a parody admissions campaign, it made waves because it wasn't hitting the same beats as everyone else. It had a perspective. Stop Solving for the Institution: Too much institutional digital media is designed to make internal stakeholders comfortable, not to help a prospective student make a decision. Know which decision the student is making and at what stage—and show up accordingly. Give a Stage to the People No One Is Asking: Yes, student takeovers are common. But what about the faculty member doing interesting research? The facilities worker who flips the switch on the holiday lights? Their pride and stories humanize an institution in ways no drone video ever can. AI Search Has Changed the Front Door: The homepage is no longer the front door. Students start in AI overviews, ChatGPT, TikTok, Reddit, and Claude. SEO strategies from 2019 are insufficient. Audit where AI is pulling information about your institution (Reddit, YouTube transcripts, review platforms) and show up there. Not Showing Up Is Also a Choice—With Bigger Consequences: Institutional leaders who avoid LinkedIn or public platforms because it feels risky are making a choice with consequences. Start small: one post a week about something specific you're thinking about. Consistency builds findability and recognition. If No One Disagrees With You, You Probably Don't Have a Perspective: Conflict is a tenant of storytelling. Disagreement moves us forward faster. If no one is pushing back on your ideas, they're probably not that interesting. Brand Shortens the Trust Curve: Brand awareness isn't separate from conver... Chapters (00:00:00) - Brand and Digital Strategy in Higher Education(00:00:51) - Mallory Willsie on Higher Ed Pulse(00:01:54) - How St. Michael's College Changed Higher Ed Marketing Media(00:04:06) - What's the Biggest Gap Between Colleges and Digital Marketing?(00:06:10) - What's Authentic Digital Strategy in Higher Ed?(00:08:07) - Higher ed icons: A celebration(00:11:21) - Five Quick Wins for Your Digital Presence(00:17:34) - The Fight for Diversity(00:18:04) - The Need to Build a Personal Platform(00:20:11) - What's The Next Big Thing in Higher Ed?(00:24:06) - Brand Authority and Converting Students(00:26:11) - What's the Right Way to Approach AI in Higher Ed?(00:29:26) - Jeff Stoner on Higher Ed Live:(00:30:54) - The Signal: Higher Ed Tech Insights

6/12/26 • 31:34

What happens when a recent college graduate who grew up with smartphones, social media, and the chaos of modern college applications becomes a chief marketing officer? You get a perspective that most higher ed leaders desperately need but rarely hear. In this episode, host Jeff Dillon welcomes Haley Platt, Chief Marketing Officer at Síembra Mobile—a company building technology to connect first-generation students and families with post-secondary pathways. At just 23 years old, Haley made the leap from intern to CMO, bringing a Gen Z lens to marketing, student engagement, and the gap between K-12 and higher ed. Haley pulls no punches about what's broken in traditional college outreach. She describes the "stack of postcards" problem—students receiving thousands of generic mailers that feel disingenuous and overwhelming—and explains why targeted, early, meaningful engagement is the only way forward. She shares how Síembra‘s self-monitoring intervention model helps students track academic progress, explore multiple pathways (including community college and CTE), and receive direct admissions offers before their senior year. From the financial barriers of FAFSA to the mental health toll of the job market, from the importance of social-emotional learning to the power of virtual enrollment communities, Haley offers a fresh, urgent, and deeply practical take on what institutions need to change—and why listening to students is the most under leveraged strategy in higher ed today. Key Takeaways The "Stack of Postcards" Problem Is Real—and It's Failing Students: Students receive thousands of generic college mailers and emails, most of which feel disingenuous and overwhelming. Traditional mass outreach treats students like numbers, not individuals. Targeted, personalized messages cut through the noise and build trust. Direct Admissions Changes the Mental Math for First‑Gen Students: Through Síembra, partners offer direct admissions to students as early as the summer before senior year. Knowing they are already admitted removes the mental encourages students to take the next step. Interventions Aren't Just for Academic Struggles—They're for Affirmation Too: Síembra‘s self-monitoring intervention model helps students track progress, but it also provides positive affirmations when they're on track. Simple messages during build momentum and connection. The Barrier to Information Is Different for Every Student: Whether it's FAFSA complexity, lack of family knowledge about college, or simply not knowing where to start, the barrier to information is highly dependent on a student's population, family background, and geography. One-size-fits-all outreach doesn't work. K‑12 and Higher Ed Need to Talk to Each Other: The enrollment cliff is exacerbated by a lack of communication between school districts and colleges. Síembra‘s virtual enrollment communities create a "matrix of all constituents in one place," fostering relationships that help students transfer between pathways and fill seats at distressed institutions. First‑Gen Students Need Ongoing Support, Not Just a Welcome Package: Many institutions assume that once first‑gen students are enrolled, they've "figured it out." But support systems—peer groups, first‑gen clubs, student representation on boards—need sustained investment. Social‑Emotional Learning and Career Readiness Cannot Be Separated: Students need third spaces to interact with their community, develop life skills, and explore interests without feeling obligated. Programs that pair colleges with local businesses to design majors around real job readiness—including internships—are a model more schools should replicate. Gen Z Expects Institutions to Build Bridges, Not Work Alone: Chapters (00:00:00) - This Gen Z Brand Ambassador is building a movement(00:02:02) - Sebbra's Chief Marketing Officer Takes a Leap(00:04:04) - How a traditional education impacted my business career(00:05:57) - What Does College Connect by Sembra Do for First Generation Students?(00:11:40) - What is working for colleges and universities?(00:18:04) - Building the College Outreach Bridge(00:26:17) - Gaining Student Representation(00:27:10) - Follow Your Calling(00:29:57) - The Signal: Higher Ed Tech News and Insights

6/5/26 • 30:36

Every month, nearly half a million people type questions into your university's search bar. They're telling you exactly what they want to know—about deadlines, transfer credits, program fit. And yet, 31% of higher ed digital teams have no access to that data at all. In this episode, Jeff Dillon welcomes Leslie Weller, Director of Product Marketing at SearchStax, a site search platform helping colleges and universities transform how students find information online. Leslie brings over 25 years of experience making complex enterprise software understandable—and she's now applying that lens to higher ed's fragmented, decentralized digital landscape. Drawing on SearchStax’ recent research study conducted with The Chronicle of Higher Education, Leslie reveals the gap between how important colleges think site search is and how poorly it's actually performing. She explains why 93% of students rely on websites during their college search, yet only 19% of digital teams believe they're delivering a great experience. Leslie also tackles the AI shift head-on, arguing that site search is a "great AI lever" schools already own. She shares practical examples of how AI can re-rank content by semantic meaning, suggest synonyms and even generate instant answers to common questions. For any enrollment leader, web manager, or digital strategist trying to reduce friction and convert more curious visitors into applicants, this episode offers a clear, actionable roadmap. Key Takeaways Site Search Is a High-Intent Goldmine: 43% of website visitors use the search bar. For a school with 1 million monthly visitors, that's nearly half a million people every single month telling you exactly what they want to know. Yet 31% of digital teams have no access to this first-party data. The Gap Is Massive: 93% of students use websites when evaluating schools, but only 19% of digital teams believe they're delivering a great website experience. There is a huge opportunity to differentiate through search alone. Confused Students Don't Enroll: Borrowing from Donald Miller's marketing principle—"confused people don't buy"—Leslie argues that the same applies to higher ed. If students and parents can't quickly find clear answers about program length, cost, scholarships, or transfer credits, they won't move forward. Site Search Has a Cyclical Halo Effect with AI: Improving your on-site search (cleaning up outdated content, surfacing the right answers) also improves how external LLMs like ChatGPT and Gemini understand and represent your institution. Students may learn about you elsewhere, but they come to your site to validate—and that's where you convert or lose them. AI-Powered Search Goes Beyond Keyword Matching: SearchStax uses a re-ranking algorithm that understands semantics—so a search for "undergraduate business degree" automatically surfaces bachelor's degree content without the user typing "bachelor's." Keep a Human in the Loop: AI may suggest synonyms that don't fit higher ed contexts. Human oversight prevents costly, embarrassing errors and preserves institutional nuance. Generative Answers Reduce Friction: Instead of forcing users to dig through PDFs or links, AI-powered site search can generate a direct, natural-language answer to questions like "How many years is your architecture degree?" This is what modern users expect. No-Results Searches Are Strategic Intelligence: Most schools don't track what people search for when they get zero results. That data can reveal unmet demand and inform program development or content strategy. Site Search Closes the Last Mile: You've already invested in getting prospective students to your website—through mailers, high school visits,... Chapters (00:00:00) - Graduating with a Google Plugin(00:00:49) - Leslie Weller on EdTech Connect(00:02:31) - Tim Kreider: Starting Out in Product Marketing(00:04:56) - What's The Challenge of Technology?(00:06:10) - How to Sell SaaS to Enterprise Companies(00:09:57) - How SearchStacks is improving the higher ed search experience(00:14:49) - How Website Search Affects Recruitment and Retention(00:18:48) - Should Colleges Prioritize AI?(00:25:36) - Teaching sites get access to Search Stacks(00:28:26) - Jeff Knizley: Higher Ed's Digital Experience(00:31:10) - The Signal: Higher Ed Tech Insights

5/29/26 • 31:49

What happens when a prestigious art and design school has over a hundred siloed websites, each with its own content management system, hosting arrangement, and visual identity—many of them orphaned and unmaintained? You get a digital governance nightmare. But you also get a rare opportunity to rebuild from first principles. In this episode, Jeff Dillon welcomes Brian Clark, Senior Director of Digital Experience at the Rhode Island School of Design (RISD). Brian shares the remarkable story of how he led the consolidation of RISD's fragmented digital ecosystem—from 100+ disparate sites to a unified, design-driven, user-centric platform built on Drupal. He explains why this wasn't just a technical project but an organizational and cultural one, requiring years of relationship-building, transparent communication, and strategic alignment with the institution's broader brand refresh. Brian also offers a grounded perspective on AI in higher ed, explaining why RISD chose to implement AI-powered search as a "practical layer" to achieve existing goals around quality and access—not as a shiny add-on. He discusses how conversational search is giving his team unprecedented visibility into what students, parents, and donors are actually asking, and why that insight is "gold." Finally, he reflects on his unique career path from book publishing to agency work to higher ed, and how the principle "at the end of the wire, there's a person" has guided his approach to digital experience for over two decades. For anyone responsible for digital strategy, web governance, or user experience at a college or university, this episode is essential listening. Key Takeaways Governance Fragmentation Is a Real Institutional Risk: RISD accumulated over 100 siloed websites due to a lack of governance, creative entrepreneurialism, and technical know-how spread across campus. The result was unsustainable: orphaned sites, inconsistent branding, accessibility issues, and ballooning maintenance costs. Consolidation Is as Much About People as Technology: Brian spent his first year building buy-in—meeting with every department, understanding the purpose behind each site, and communicating a clear sequencing plan. The goal was to ensure that when changes happened, no one could say "I didn't know this was coming." Tie Digital Strategy to the Strategic Plan: RISD was able to unlock funding and institutional support by attaching its web consolidation efforts to the university's broader strategic planning process. This turned a technical project into an institutional priority. Brand and Digital Experience Must Evolve Together: As RISD consolidated its digital landscape, it simultaneously overhauled its brand identity—creating bespoke typefaces and a unifying visual framework. The guiding principle, "question to create, create to question," now informs every stage of their digital design process. AI Is a Practical Layer, Not a Shiny Add‑on: RISD approached AI not as something to graft onto the platform, but as a tool to help accomplish existing goals around quality content, access, and visibility. They implemented AI‑powered conversational search to facilitate semantic, intent‑sensitive search across their entire ecosystem. Search Visibility Into User Needs Is "Gold": AI‑powered search gives RISD unprecedented insight into what users are actually asking—revealing both met and unmet information demands. This feedback loop directly informs content strategy and experience design. External AI Search Is Changing the Funnel: An increasing number of initial college inquiries now happen inside LLMs like ChatGPT or Claude—often without generating any traffic to an institution's website. Brian emphasizes the need to structure content so it is understood... Chapters (00:00:00) - The Signal: Consolidating the University's Digital Experience(00:02:16) - Risked: The Digital Experience Leadership(00:07:22) - RiskD edu's consolidation plan(00:09:30) - RISD Digital: Going Drupal or WordPress?(00:13:05) - Rising Art and Design School's Digital Campus(00:20:31) - RISD's AI-powered Search(00:22:44) - Search: The Future of AI in Business(00:24:37) - Teaching and Learning: The AI Challenge(00:27:46) - Brian O'Brien on RISD's Digital Experience(00:29:28) - The Signal: Higher Ed Tech Insights

5/22/26 • 30:08

What happens when a sitting vice president of enrollment management—who evaluates and buys ed tech every day—decides to build his own solution to a problem he's lived for 15 years? You get a conversation that cuts through the hype and gets real about what actually works in higher ed technology. In this episode, host Jeff Dillon welcomes Grant Greenwood, VP for Enrollment Management and COO at McMurry University, and co-founder of CardCapture, an ed tech startup reimagining how universities capture student leads at college fairs. Grant brings a rare dual perspective: he's both a buyer and a builder, a practitioner who feels the pain of clunky workflows and a founder who understands what it takes to build something better. Grant gets honest about the AI hype cycle, warning that the coming wave of AI agents could overwhelm students with automated outreach, creating a "postcard problem" for the digital age. He shares why he's skeptical of AI avatars making millions of calls, but optimistic about AI's ability to handle repetitive tasks like transcript processing and data organization. From the enrollment cliff to the unique challenges of small private institutions, and from his research on social media to the aha moment that sparked CardCapture, this episode is packed with practical insights for enrollment leaders, ed tech founders, and anyone trying to figure out where AI fits into the future of student recruitment. Key Takeaways The AI Hype Cycle Is Real—And Enrollment Leaders Need to Be Skeptical: Grant warns that the coming wave of cheap, accessible AI agents will tempt every institution to scale outreach dramatically. The risk is replicating the "postcard problem"—overwhelming students with so much automated messaging that even valuable communications get tuned out. AI's Best Use Right Now Is Efficiency, Not Replacement: The most valuable AI applications in enrollment today are handling repetitive, monotonous tasks: processing thousands of transcripts in different formats, organizing data, and streamlining application workflows. These productivity tools deliver clear ROI without damaging student relationships. The Student Experience Must Come First: While it's tempting to multiply outreach with AI avatars, Grant is skeptical about how students will perceive automated calls and texts. The industry needs to be critical about what students should be subjected to in the name of engagement. CardCapture Solves a 15‑Year Pain Point: For 15 years, Grant experienced the frustration of collecting student leads at college fairs—especially on device‑free campuses where QR codes don't work. CardCapture works with or without QR codes, scanning physical inquiry cards and translating handwriting, solving the problem for fair coordinators, students, and university reps alike. Small Institutions Need Tailored Solutions, Not Enterprise Castoffs: Many software companies build for enterprise clients and then try to sell a tweaked version to higher ed. The result is clunky tools that don't integrate well and create more work. Grant is far more inclined to work with founders who understand his specific challenges from the ground up. The Enrollment Cliff Requires Diversification, Not Panic: McMurray is hedging against demographic declines by expanding dual credit programs (serving 3,000 students per semester across 150 schools) and launching new graduate and undergraduate programs in health sciences and business AI—finding new student populations to strengthen the institution's foundation. Social Media Done Badly Degrades Brand Affinity: Giving every student club permission to run a social account often backfires. When prospective students see a club that hasn't posted in three years with low‑quality content, they proje... Chapters (00:00:00) - What is the role of AI in higher ed?(00:00:51) - Interview: Grant Greenwood on EdTech Connect(00:02:18) - What Made You Want to Be an Enrollment Manager?(00:04:00) - What Does Enrollment Management Actually Involve at McMurray University(00:05:50) - Senior Admissions Manager's View of the Student Recruitment Process(00:08:03) - How Are We Using AI in Higher Ed?(00:16:04) - Are We Ready for AI Agents in Our Admissions?(00:17:36) - Card Capture: The Business of Recruitment(00:20:35) - Building Card Capture: The EdTech Startup's Perspective(00:23:48) - Have You Found the Right Solution for Higher Ed?(00:25:30) - Enrollment Management: The Enrollment Cliff(00:28:47) - Enrollment Marketing's Social Media Strategy(00:32:26) - Card Capture: The Need for Talent in Higher Ed(00:35:06) - The Signal: Higher Ed Tech Insights, Monthly

5/15/26 • 35:46

What happens when a data scientist who built over 100 enterprise AI solutions for Fortune 500 companies decides to walk away from the money and prestige to tackle student success in higher ed? You get a founder who understands both the power and the limits of AI—and who isn't afraid to say that most chatbots are solving the wrong problem. In this episode, host Jeff Dillon sits down with Arjun Arora, founder and CEO of Advisor AI, an AI-native student success platform serving over 100 institutions and powering more than a million student inquiries a year. Arjun shares his journey from first-generation college student and immigrant to enterprise AI leader, and why he made the leap into edtech to solve the advising gap he experienced firsthand. Arjun gets honest about the fear many advisors feel about AI replacing their roles—and explains why that fear is rooted in poorly designed systems. He argues that technology should handle planning and organizing while leaving accountability, evaluation, and human connection to advisors. He reveals why nearly half of students leave programs because they can't see the connection between their degree and their career goals, and how AI can compress what typically takes eight to ten weeks of exploration into fifteen minutes. From ethical guardrails and bias prevention to the surprising insights he gathered by traveling 30,000 miles and visiting over 200 campuses, this conversation offers a practical, student-first framework for any institution trying to figure out where AI fits into the future of student success. Key Takeaways AI Won't Replace Advisors—Badly Designed AI Might: The fear that AI will replace advisors stems from systems designed to hook users rather than guide them. Products must be built from the start to reinforce human connection, not replace it. Students increasingly want to talk to a real person because they feel isolated and anxious. Technology Is Only Part of the Puzzle: The biggest predictor of success isn't the algorithm—it's effective collaboration between technology teams and advising teams. Regular check-ins on goals, progress, and alignment drive 80-90% of results. Nearly Half of Students Leave Because They Can't See the Connection: Students drop out when they can't connect their coursework to a clear career path. AI can compress weeks of research (visiting 10 different departments or websites) into 15-30 minutes by assessing interests, mapping career possibilities, and creating degree plans. Stop Measuring Vanity Metrics: Tracking how many students a chatbot "served" this month doesn't mean much. Instead, measure milestones: exploring options, mapping skills, connecting with an advisor or mentor. These are the signals that indicate real progress. Ethical AI Requires Proactive Guardrails: Ethical AI isn't marketing—it's building systems with zero tolerance for bias, toxic questions, or incorrect recommendations. If a student asks something the system can't answer responsibly, it should instantly direct them to a human counselor, not guess. Community Colleges Have More Urgency to Innovate: With limited capacity and intense competition, community colleges need to move faster than four-year institutions. AI platforms must be customizable to two-year roadmaps, not just traditional four-year paths. Start with Goals, Not Technology: Before evaluating any AI tool, leaders should ask: are we trying to improve student experience, enrollment, retention, graduation outcomes, or workforce readiness? AI is the Ferrari—but you need to know where you're going first. The Global Student Success Crisis Looks Familiar: Inquiries from Australia, the Middle East, and Asia mirror US challenges: better career and college planning supp... Chapters (00:00:00) - The Signal: Advancing Student Success with AI(00:02:12) - In the Elevator With Data Scientists(00:03:05) - Adviser AI: Fixing the Advising Gap(00:07:08) - Will AI Replace Advice Advisors?(00:10:59) - What's the Admissions System's Impact?(00:14:30) - What Does Ethical AI Mean for Higher Education?(00:17:17) - How Can AI Help Colleges Enclose Students' Future?(00:24:22) - How Algorithms Made Higher Ed Worth It(00:27:59) - What Does the Student Success Crisis Look Like?(00:29:24) - A New Way to Use AI for Student Success(00:30:40) - The Signal: Higher Ed Tech News & Insights

5/8/26 • 31:20

What happens when a former gubernatorial candidate, healthcare CEO, and state budget director steps into the college president's office? You get a leader who doesn't accept "that's how higher ed has always done it" as an answer. In this episode, host Jeff Dillon sits down with Jay Gonzalez, the 15th president of Curry College—a leader whose resume looks nothing like a traditional academic career. From running a $32 billion state budget during the Great Recession to leading healthcare organizations and running for governor of Massachusetts, Gonzalez brings an outsider's perspective to one of higher ed's most pressing challenges: proving the ROI of a college degree. Gonzalez shares the story behind Curry's audacious job guarantee program, which promises students a job within six months of graduation—or the college pays their federal student loans for up to a year. He explains how Curry is investing in predictive analytics to identify at-risk students before they struggle, launching a new app to modernize the clunky student portal experience, and building a Neurodiversity Center for Excellence that's partnering with major employers. But perhaps most intriguingly, Gonzalez reveals Curry's Center for Innovation—an entrepreneurial arm designed to move fast, test new revenue streams, and partner with ed tech companies on product development. For small colleges feeling the squeeze of enrollment pressures and limited resources, this episode offers a playbook for thinking differently about sustainability, technology, and student success. Tune in for a conversation that challenges conventional wisdom about what college leadership can look like—and what colleges can achieve when they stop optimizing the old model and start reinventing it. Key Takeaways Nobody Is Totally in Charge—And That's a Leadership Lesson: Gonzalez draws on his experience in government to navigate higher ed's diffuse power structures. Understanding what faculty, students, parents, donors, alums, and the board each care about—and finding the path that gets as many of them on board as possible—is the core of the job.  The Curry Commitment: A Job Guarantee That Holds the College Accountable: Curry guarantees students a job within six months of graduation if they meet minimum requirements (GPA, internship, four-year graduation, engagement with career readiness programming). If the college fails, it pays the student's federal student loan for up to a year or provides free grad credits. Few colleges have made this kind of promise.  Retention Is a Sustainability Strategy: Keeping a student through graduation isn't just a mission win—it's a revenue strategy. Losing a student after year one means three years of lost tuition. Gonzalez frames retention technology (predictive analytics, mental health platforms, data unification) as both a student success tool and a financial imperative.  Technology Must Serve the Student Experience, Not Add Friction: Students arrive with expectations shaped by Spotify, DoorDash, and TikTok. When they hit clunky portals, paper forms, and outdated workflows, it signals that the institution isn't thinking about them. Curry is addressing this with a new all-in-one app and digital IDs—small moves that reduce friction and modernize the experience.  AI Is Being Embraced Through Grassroots Experimentation: Rather than a top-down mandate, Curry launched "Amplify AI," a task force with faculty, students, and staff exploring training, forums, and classroom applications. The approach balances academic integrity concerns with the reality that students and the workplace have already moved on.  The Neurodiversity Center... Chapters (00:00:00) - Meet Jay Gonzalez, Curry College's President(00:01:50) - A College President's Unorthodox Background(00:07:24) - The Trump presidency: Experience in higher ed(00:16:14) - Faculty and Staff Engage in AI(00:20:28) - President Tim Curry on Modernizing the Campus Experience(00:22:07) - Curry College's Center for Innovation(00:25:52) - How to Make Smart Technology Decisions(00:27:54) - Five years from now: What does a student's day look like(00:29:48) - The Signal: Higher Ed Tech Insights

5/1/26 • 30:27

Is higher education using AI to simply do the same things faster, or are we on the cusp of a genuine transformation in how students learn, access support, and build opportunity? In this episode, host Jeff Dillon welcomes Dr. Betheny Gross, Research Director at WGU Labs, for a candid, research-grounded conversation about where AI is actually moving the needle for students—and where it's falling short. With over two decades of experience studying education systems and a current focus on equity-driven innovation, Dr. Gross brings a refreshingly honest perspective to the AI hype cycle. She shares the story behind STU, WGU Labs' AI-powered student support chatbot, revealing how it evolved from a simple FAQ tool into a "Swiss Army knife" that helps adult learners prepare for mentor meetings, build study schedules, and navigate the hidden complexities of college. But she doesn't stop there. Dr. Gross challenges institutions to think bigger—arguing that the real breakthrough will come when AI lowers costs, raises quality through consistent learning science, and creates fully personalized pathways for every student, especially the 25 million Americans who have never accessed post-secondary education. From the risks of handing learning over to tech companies to the imperative of designing for those "farthest from opportunity," this episode offers a clear-eyed look at what equity by design actually requires. Tune in for a conversation that separates signal from noise and offers a practical, student-first framework for the future of higher ed. Key Takeaways The Goal Is Public Education, Not a Particular Set of Systems: Dr. Gross carries forward a powerful framing from her time at the Center on Reinventing Public Education: our commitment to making quality education accessible to all is unchangeable, but how we deliver it—including which tools and technologies we use—must always be open to reinvention and improvement. AI Is Still in the "Doing Things Faster" Phase: While much of higher ed has focused on using AI to do existing tasks more efficiently, Dr. Gross argues we haven't yet challenged the technology—or allowed it to challenge us—at scale. The real transformation will come when AI fundamentally widens access to learning, not just speeds up existing processes. Stu: From FAQ Bot to Swiss Army Knife: WGU Labs' student support chatbot began as a 24/7 navigational tool for adult learners (many of whom are first-generation students studying late at night). It has since evolved to help students prepare for mentor meetings, build weekly study plans, and manage stress—demonstrating how AI can address both logistical and psychological barriers to success. Lowering Costs and Raising Quality Are the Twin Levers: For AI to truly expand access, it must help lower the cost of post-secondary learning while making high-quality instruction more consistent. Dr. Gross points to AI-powered learning design platforms and quality-assured assessment tools as promising examples of how to raise the floor for all instructors. Test Everything. Benchmark Everything: WGU Labs runs randomized control trials and quasi-experimental studies to compare AI interventions against existing alternatives. Dr. Gross emphasizes the need for benchmarking—measuring how much better a solution performs, not just whether it works at all—to avoid throwing solutions at problems without evidence of meaningful improvement. Two Critical Risks to Watch: First, institutions cannot cede ownership of teaching and learning to technology companies. AI tools are not educational systems unto themselves. Second, as point solutions proliferate, institutions must ensure the student experience remains coherent—not a fragmented collection of bolted‑together t... Chapters (00:00:00) - Will AI Challenge the Higher Ed Sector?(00:00:34) - Welcome to The Signal(00:01:55) - Getting it out there: The need for higher education reform(00:03:58) - The biggest determinants of student success(00:05:49) - WGU Labs(00:07:52) - The Stu, the Student Report Portal(00:16:01) - What's Assessment of AI Programs?(00:18:34) - What are the risks of AI-based learning?(00:21:09) - What does equity by design look like for students?(00:25:49) - How AI is reshaping higher education(00:28:19) - The Signal: Higher Ed Tech Insights

4/24/26 • 28:59

In an era where students trust a peer on Instagram more than a university's official website, how can enrollment marketers cut through the noise and build genuine connections? This week on The Signal: On Air, Jeff Dillon sits down with Mitchell Borges, Director of Marketing for ASUCD at UC Davis and a researcher who has spent years studying how social media actually influences student enrollment decisions. Mitchell shares eye-opening findings from his doctoral research, revealing that students are heading to Instagram comment sections to ask strangers about tuition because they perceive peer-to-peer information as more authentic than official university communications. He explains why empowering students to create content is the single most effective strategy for building trust, why out-of-state students rely more heavily on digital discovery than their in-state peers, and how his own team grew Instagram followers from 4,000 to 14,000 by letting students take the lead. Mitchell also delivers a critical wake-up call about the April 2026 Title II accessibility compliance deadline, warning that social media—often an afterthought in accessibility conversations—will be one of the hardest areas to bring into compliance. He offers practical advice on rethinking content workflows and explains why the teams that embrace authenticity and move fast on micro-trends will be the ones that win. Tune in for a candid, tactical conversation about what it really takes to connect with today's students in a crowded, fast-moving digital landscape. Key Takeaways Trust Has Shifted to Peers: Students consistently perceive information from peers or alumni on social media as more authentic and trustworthy than official university websites or admissions counselors. This is driving them to seek out peer perspectives in comment sections, DMs, and informal channels. Out-of-State Students Rely Heavily on Digital: Unlike in-state students who can tap into local networks for firsthand feedback, out-of-state students lack that personal connection. As a result, they place significantly more weight on the digital content they find during their search phase. Empower Students to Create Content: Mitchell's research and experience show that putting students in front of the camera—even student employees reading a script—feels authentic to prospective students. His team grew Instagram from 4,000 to 14,000 followers in two years by shifting from career staff to student-led content creation. Facilitate the Search Process, Not Just the Decision: Universities are great at capturing students' "I committed" moments but miss the opportunity to encourage students to share their search journey. Helping students document and share their exploration could fill a critical gap in authentic content. Accessibility Must Be Built Into Social Workflows: The April 2026 Title II compliance deadline is closer than many realize, and social media is a major blind spot. Features like story text, video captions, and alt text are difficult to manage at scale. Mitchell's team has been operating as if the deadline has already passed for months and is still under 30% compliance across 60 accounts. Influencer Marketing Is the Next Frontier: As traditional relationship marketing loses effectiveness, Mitchell sees influencer marketing—partnering with trusted voices already connected to student audiences—as a major opportunity. The risk of giving influencers autonomy is real, but the institutions that move first will gain a significant advantage.     The Signal Newsletter: https://edtechconnect.com/newsletter   Chapters (00:00:00) - The Signal(00:02:06) - Top Executives: Higher Ed Marketing(00:03:22) - UC Davis vs Grand Canyon University: Different Sales Pitch(00:05:29) - How Social Media Influences Enrollment Decision(00:13:43) - The Future of Student Engagement(00:15:10) - Senior Marketing Manager at ASUCD,(00:18:11) - What channels or platforms are currently delivering the strongest ROI for student(00:20:15) - The Title 2 Compliance Deadline(00:25:31) - What Will Define Successful Higher Ed Marketing Teams?(00:27:59) - The Signal: Higher Ed Tech News & Insights

4/17/26 • 28:39

Jaime Hunt is the founder of Solve Higher Ed and host of the popular “Confessions of a Higher Ed CMO” podcast. She unpacks the evolving landscape of higher education marketing. Jamie shares decades of experience – from her time as a Chief Marketing Officer at institutions like Old Dominion University, Miami University, and Winston-Salem State – offering brutally honest insights into the challenges and opportunities facing colleges and universities today. This is an honest conversation about enrollment strategies, brand building, crisis communications, and the surprising universality of higher ed’s struggles. Join Jeff as he delves into Jamie’s unique perspective on leadership, risk-taking in education, and how institutions can truly differentiate themselves in a competitive market. Discover why many colleges are facing similar hurdles despite seemingly disparate circumstances – and learn how to break free from short-term thinking. Key Takeaways: Universality of Challenges: A startling number of higher education institutions face remarkably similar challenges regarding enrollment, brand perception, and strategic direction – regardless of size or location. The Importance of Risk-Taking: Traditional, campaign-focused thinking is holding back progress. Institutions need to embrace calculated risk and experimentation to truly innovate. Beyond the "Me Problem": Leaders often get caught up in their own institution's issues, overlooking broader trends and systemic challenges within higher education. Selling Futures: Jamie’s personal motivation – a desire to help students achieve brighter futures – is a powerful driver for effective higher ed marketing. Looking Ahead: Institutions need to be thinking strategically about the next 2-3 years, anticipating technological shifts and evolving student expectations.     The Signal Newsletter: https://edtechconnect.com/newsletter   Find Jaime Hunt: LinkedIn                               https://www.linkedin.com/in/jaimehunt/ Solve Higher Ed https://www.solvehighered.com/ And find EdTech Connect here: Web: https://edtechconnect.com/   Chapters (00:00:00) - The Signal: Higher Ed Marketing and Transformation(00:01:36) - In the Elevator With Higher Ed Marketing's(00:02:47) - Former CMOs at Universities and Colleges(00:05:06) - What are the biggest misconceptions people have about marketing leadership in higher ed(00:10:01) - Where are marketing institutions getting it on AI?(00:13:47) - AI and Marketing: The Strategic Implications(00:16:47) - Common themes in higher ed's AI implementation(00:20:04) - Why Empathy is so critical for higher ed leadership(00:21:28) - How to Stay Innovative With a Limited Budget(00:23:01) - Getting to the Cabinet: Marketing Leaders(00:25:09) - What are some of the most surprising insights from your(00:27:56) - Talking Higher Ed: Confessions of a Student(00:28:26) - The Signal: Higher Ed Tech Insights

4/10/26 • 29:06

Join Jeff Dillon as he sits down with Devin Pergason, AVP for Student Experience, Marketing & Outreach at Forsyth Technical Community College, to dissect the evolving landscape of higher education. This episode tackles a critical question: why are community colleges currently best positioned to drive student success? Pergason argues that their inherent “student-first” mission – unlike research universities attempting to retrofit a student-centric model – gives them a significant advantage. The conversation centers on the urgency with which institutions must engage with emerging technologies, particularly AI, mirroring the same dedication they bring to the classroom. Pergason emphasizes a shift away from traditional marketing approaches that “market *to* students” towards strategies designed *for* their needs. He highlights how Forsyth Tech built a groundbreaking student care model – integrating support services directly with marketing – creating a unified approach for genuine engagement and lasting impact. Ultimately, this episode explores whether community colleges are truly ‘getting there’ in embracing the technological conversation, and what it takes to ensure students receive the support they need to thrive. Key Takeaways: Community College Advantage: Pergason argues that their existing mission – prioritizing student success – makes them uniquely positioned for innovation. Student-First Marketing: A critical discussion on moving beyond traditional marketing tactics and focusing on what truly matters to students. Integrated Systems are Key: The importance of combining student care services with marketing within a unified organizational structure. Urgency in Technology Adoption: The need for community colleges to approach technology – particularly AI – with the same level of commitment as their academic programs.   The Signal Newsletter:https://edtechconnect.com/newsletter   Find Devin Purgason: LinkedIn                               https://www.linkedin.com/in/devinpurgason/ Forsyth Technical Community College https://www.forsythtech.edu/   And find EdTech Connect here: Web: https://edtechconnect.com/   Chapters (00:00:00) - Student Services: Marketing and Admissions(00:00:41) - Meet Devin Purgason(00:02:03) - How Student Experience and Marketing Outreach are driving higher education innovation(00:10:08) - Forsyth Tech's AI Committee(00:15:48) - How Marketing Data is Affecting the Student Journey(00:18:04) - What are the opportunities of AI in colleges?(00:19:31) - On Student Engagement and Marketing(00:23:26) - How to Modernize Higher Ed Marketing Teams(00:25:24) - The Future of Higher Ed: Technology Innovation

4/3/26 • 27:47

“The Signal” is launching with a vital mission: to cut through the overwhelming noise surrounding technology in higher education and deliver honest conversations about what truly matters. Hosted by Jeff Dillon, this show originates from a thriving community – a decade-long email listserv (now boasting nearly 70,000 members) of web directors, digital marketers, and leaders across higher ed who were grappling with responsive design, mobile technology, and the evolving needs of students. The show’s core focus is identifying what’s actually moving the needle and understanding how faculty and students are utilizing technology daily. Jeff emphasizes the critical need to avoid making policy decisions “blind,” urging listeners to engage with the conversations shaping higher education. “The Signal” is committed to uncovering those real-world insights and fostering a community where innovative ideas can thrive. The show continues every Friday with the same format and commitment to honest conversations about leadership and technology’s impact on higher education. The Signal Newsletter:https://edtechconnect.com/newsletter And find EdTech Connect here: Web: https://edtechconnect.com/   Chapters (00:00:01) - EdTech Connect: Reflections on the Name Change

3/27/26 • 06:00

In a higher ed landscape crowded with sameness, how can institutions truly stand out and drive enrollment growth, especially for graduate and professional programs? This week on The Signal: On Air, host Jeff Dillon sits down with Val Fox, a strategic advisor at EAB with decades of experience leading marketing at both major universities and consumer brands like Bose. Val argues that the biggest mistake institutions make is trying to scale the undergraduate playbook for their graduate programs, which are often fragmented, under-resourced, and siloed. Val shares critical insights from EAB's latest research on the modern adult learner, revealing a fundamental shift toward stealth shopping, digital-first decision-making, and a surge in AI adoption for program discovery. She explains why "supportive faculty" and "strong outcomes" are just the category minimum, not differentiators, and offers a practical guide on how to build a genuine brand "moat" by getting specific. Tune in to learn how to move from endless debate to disciplined experimentation, align your cross-functional teams, and ensure your institution is visible at the new AI-powered front door of higher ed. Key Takeaways Stop Using the Undergraduate Playbook: Graduate enrollment is fundamentally different. It's often fragmented and under-resourced, requiring a distinct strategy focused on the unique needs of adult, professional, and online learners, not a scaled-down version of the traditional undergraduate model. Data Beats Enthusiasm: Too many programs are launched based on internal enthusiasm rather than market demand. Institutions serious about growth must ground their decisions in public data (like IPEDS and BLS) to validate student demand and employer needs before investing in new programs. Differentiation Requires a "Moat": Generic claims like "supportive community" or "academic excellence" are just the sector minimum. To truly stand out, institutions must get specific and "compound" their differentiators—building a unique set of program-level advantages that are hard for competitors to simply copy. The Student Journey Has Fundamentally Changed: Today's graduate learners are "stealth" shoppers. Over 80% complete their research and decide on a short list without ever contacting the institution. They expect a self-service, digital-first experience akin to Netflix or Amazon. AI is the New Front Door: Prospective students are rapidly adopting AI (with 5x growth in usage) to synthesize information and compare programs. However, there's a dangerous gap between institutions researching AI and actually auditing their visibility in these new channels. If you aren't visible there, you're falling behind. Move from Vanity to Actionable Metrics: Focus on metrics that directly tie to enrollment, such as application starts and inquiry requests, rather than vanity metrics like page views. Institutions must create a "bright line" between marketing efforts and these digital behaviors. Transform Through Experimentation, Not Debate: Successful institutions prototype their way forward. They run pilots with clear success metrics, are willing to stop what isn't working, and embrace disciplined experimentation instead of getting bogged down in multi-year committees. Align Teams with a Shared Reality: Friction across marketing, admissions, and academic leadership often stems from different assumptions. Building a shared baseline understanding of market conditions and using frameworks to reduce complexity can align teams and accelerate decision-making.   The Signal Newsletter:https://edtechconnect.com/newsletter

3/20/26 • 31:40

Jeff Dillon sits down with Shannon Vander Meulen, Co-Founder and CMO of WaitWell, a tech platform transforming how students access campus services—from advising to financial aid. A former public service office manager turned tech founder, Shannon brings a rare blend of frontline operational experience and educator empathy to the problem of waiting. She shares how her decade running a busy registry office revealed that what people truly want isn’t popcorn or music—it’s competence, clarity, and their time back. Shannon unpacks how WaitWell eliminates physical lines, empowers staff with AI-driven insights, and gives students the digital-first experience they now expect. From onboarding without tech fatigue to launching their new AI agent “Waillo,” this conversation is a useful guide to building solutions that solve real problems—not just deploying tech for tech’s sake. Whether you’re in student affairs, IT, or service operations, you’ll walk away with actionable ideas for making service interactions faster, fairer, and more human. Key Takeaways Waiting Is a Universal Pain Point – Long lines aren’t just inefficient—they create stress for both visitors and staff. Modern students expect the same digital convenience (DoorDash, Uber) when accessing campus services. Competence Trumps Friendliness – While a welcoming environment matters, what people truly want is to be served by someone with the right training to solve their problem—quickly and correctly. Transparency Reduces Frustration – Simply knowing how long a wait will be—whether 15 minutes or 2 hours—dramatically improves the service experience and reduces anxiety. Educator Mindset Informs Product Design – Shannon’s teaching background taught her to “scaffold” complex processes into smaller steps—a skill that directly translates to building intuitive, user-centered technology. AI Should Solve Real Problems, Not Chase Hype – WaitWell’s AI agent “Waillo” was born from customer feedback. It helps staff ask natural-language questions like, “When’s the best day to close for training without impacting wait times?” Onboarding Is the Secret Sauce – Successful tech adoption hinges on dedicated setup: sandbox environments, workflow mapping, and a single point of contact (account manager) to ensure smooth implementation. Tech Fatigue Is Real – Staff are often juggling dozens of tools. The best new solutions either integrate seamlessly or replace existing systems—not add to the clutter. Data Reveals Hidden Patterns – Once organizations track wait times and service demand, they often discover unexpected peaks and valleys—enabling smarter staffing and resource allocation. Keep the Human in the Loop – While AI and chatbots can handle routine inquiries, many institutions still value in-person connection. The key is balancing digital efficiency with human touchpoints where they matter most. Build a Culture That Listens – WaitWell’s product innovations are driven by weekly meetings between support and development teams, ensuring engineers hear directly from users—keeping the company focused on solving real problems.   Find Emily Vander Meulen: LinkedIn                               https://www.linkedin.com/in/shannonvandermeulen/ WaitWell https://waitwellsoftware.com/   And find EdTech Connect here: Web: https://edtechconnect.com/   Chapters (00:00:00) - What I Learned About Customer Service(00:00:29) - Interviewing Shannon Vandermeulen(00:01:39) - How I Founded Weightwell: Learning From the Process(00:06:50) - What's Waitwell Do for Student Service Centers?(00:12:44) - What have been the biggest technical or cultural barriers to digital transformation in(00:14:02) - What's Been Your Proudest Moment Since Launching Weightwell?(00:15:15) - Service Experience Insights(00:16:46) - What insights typically surprise the leadership the most?(00:20:55) - How to Manage Student Service Delivery with AI(00:22:44) - Waitwell's CEO Shannon on EdTech Connect(00:24:27) - EdTech Connect

3/13/26 • 25:14

Stephen Laster is the CEO of Panopto and a veteran leader in digital education whose career spans Harvard Business School, McGraw-Hill, D2L, and Ellucian. Stephen shares how his own experience as a dyslexic learner—and an early adopter of the Apple II—shaped his lifelong mission to use technology to make learning more accessible and human. He unpacks what it truly means to be a “human-centered AI-first” platform, how Panopto is using AI to extend—not replace—the learning community, and why interoperability and focus are more critical than ever in edtech. From navigating institutional change to fostering a culture of smart risk-taking, Stephen offers a candid look at the patterns, challenges, and opportunities shaping the future of teaching and corporate training. Whether you’re leading digital transformation, building learning tools, or thinking about how to scale knowledge in a rapidly changing world, this conversation is packed with wisdom from the front lines. Key Takeaways Technology as an Accessibility Lifeline – Stephen’s dyslexia led him to an Apple II in 1981, where he built his own spell checker and word processor. This personal experience cemented his belief that technology should empower learners by removing barriers, not creating them. Human-Centered AI Expands Community, Not Replaces It – Panopto’s AI strategy focuses on automating time-consuming tasks (summarization, translation, generating knowledge checks) to give time back to instructors and learners—strengthening human connection rather than substituting it. Interoperability Is Non-Negotiable – Seamless LMS integration and open ecosystems are essential for adoption. Panopto’s success is rooted in making technology “fade into the background” so teaching and learning can take center stage. Institutional Knowledge Must Be Findable & Reusable – Beyond capturing lectures, Panopto is evolving into a knowledge hub that serves alumni, prospects, and partners—turning video libraries into searchable, AI-enhanced assets that support lifelong learning. Teaching Experience Makes You a Better EdTech Leader – Stephen credits his seven years teaching at Babson as foundational to understanding the realities of the classroom. His advice: “If you're really going to be passionate about anything you're making technology for, go do the job.” Innovation Requires Smart Risk-Taking & Space to Fail – Successful digital transformation hinges on creating conditions where “smart failures” are rewarded. Institutions and companies need to embrace deliberate experimentation and learn from iterative pilots. Focus on North Stars, Not Just Features – Panopto operates under three durable guideposts: lead in visual/auditory learning, be the most customer-centric edtech provider, and be a destination for top talent. Clarity of mission enables agility without losing direction. The Biggest Gap Isn’t Technology—It’s Time – Faculty and instructional designers need dedicated time and support to innovate. The industry must prioritize professional development and create breathing room for pedagogical experimentation. Jobs Are Changing Faster Than Ever – In both higher ed and corporate learning, the imperative is to reskill and upskill continuously. Platforms that enable just-in-time, accessible learning are critical to retention and growth. Stay Calm, Stay Focused, Stay Open – Stephen’s background as a merchant mariner taught him to problem-solve calmly under pressure—a mindset that translates directly to leading through edtech’s relentless waves of change.   Find Stephen Laster: LinkedIn                               Chapters (00:00:00) - Creating the conditions for disruptive learning(00:00:32) - Steve Laster(00:01:40) - Leading the Digital Transformation of Education(00:05:17) - CIO Network: Learning From HBS and Babson(00:06:44) - What is panopto? What role does it play inside the(00:08:00) - Panopto: A Human-Centered AI First Platform(00:10:11) - How Panopto is helping institutions scale knowledge sharing in 2026(00:12:07) - Top EdTech Executives: The Current Wave(00:17:31) - What is the role of people in higher education?(00:19:01) - Panopto's Mission-(00:22:59) - on Becoming a Tech Leader

3/6/26 • 25:16

Fiona’s journey is anything but conventional: from clinical audiologist and university instructor to scaling a global edtech startup used by over 30,000 students at institutions like Harvard, Stanford, and UC Berkeley. She serves as the CEO and co-founder of Viewpoint Simulations. She shares how teaching during the pandemic revealed a gap in experiential learning—and how she and her co-founder turned a classroom tool into a thriving platform that transforms lecture content into active role-playing simulations. Fiona shares her experiences building a fully remote, mission-driven team, why educator-to-educator referrals fuel growth, and how deep LMS integration became a non-negotiable key to adoption. Whether you’re an educator looking to engage students in new ways, an edtech founder navigating early growth, or a leader curious about the future of experiential learning, this conversation is packed with real-world insights on innovation, empathy, and scaling with purpose. Key Takeaways Experiential Learning Fills a Critical Gap – Viewpoint Simulations transforms traditional lecture content into active role-playing, debate, and negotiation exercises—helping students move from passive consumption to engaged, perspective-taking learning. Empathy-Driven Product Development – Fiona’s background as an audiologist and educator taught her that communication isn’t one-size-fits-all. This mindset shapes how Viewpoint designs for diverse learners and maintains an open feedback loop with educators. Educators Are Your Best Advocates – Viewpoint’s early traction came largely from educator referrals and peer-to-peer sharing. Building tools that educators genuinely want to use—and making them easy to share—creates organic, scalable growth. LMS Integration Is Mission-Critical – Deep integration with platforms like Canvas (via LTI) wasn’t a nice-to-have—it was essential for adoption. Fiona advises partnering with university teaching and learning centers to navigate integration smoothly. Remote Teams Can Drive Creativity & Mission – Viewpoint’s fully remote, global team isn’t a compromise—it’s a strategic advantage. Hiring across time zones and cultures brings diverse perspectives and fuels innovation. Play to Your Team’s Strengths – Successful leadership means knowing your own strengths and complementing them with team members who bring different skills. This self-awareness has been key to navigating startup highs and lows. Partner with Publishers to Enhance Existing Content – Viewpoint’s publisher-integrated model turns static case studies into interactive simulations, adding value to existing educational materials and creating new avenues for adoption. The Biggest Barrier Is Educator Adoption – While demand for experiential learning is growing, convincing seasoned educators to change long-established teaching methods remains a challenge. Success stories and peer advocacy are crucial to overcoming this. Prepare Students by Bridging Theory & Practice – Higher ed can better equip graduates by fostering stronger partnerships between academia and industry—giving students a clearer picture of how classroom learning translates to real-world challenges.   Find Fiona Hayes: LinkedIn                               https://www.linkedin.com/in/fionamhayes/ Viewpoint Simulations https://viewpointsims.com/   And find EdTech Connect here: Web: https://edtechconnect.com/   Chapters (00:00:00) - What are college students learning these days?(00:00:35) - EdTech Connect: Fiona Hayes(00:02:42) - Televisual Influencers: Learning From Experience in Healthcare(00:04:32) - How Learning Has Shape Your Tech Startup(00:05:30) - What Sets Perspective Simulations apart?(00:08:43) - Inventing Viewpoint: The Learning System(00:10:45) - How a Remote Team Helped You Lead(00:13:15) - WSJDLive: The Challenges of Experiential Learning(00:15:09) - What's One Thing Higher Ed Could Do to Better Prepare Students for(00:16:31) - Viewpoint Edtech's Publisher-to-Educator Integration(00:19:47) - Viewpoint Solutions: What's Next for the Software?

2/27/26 • 21:50

Tawnya Means, Founding Partner and Principal at Inspire Higher Ed, talks about how institutions can navigate the rapid shifts in technology without losing the human heart of education. With over two decades of experience guiding colleges through digital transformation—from the early LMS days to today’s AI revolution—Tawnya brings a rare, grounded perspective on what it takes to innovate with purpose. She breaks down why smaller institutions can actually lead the way, how to move beyond "shiny object" tech adoption, and why the future of teaching is a "human plus AI" partnership—not a replacement. Whether you’re wrestling with change fatigue, misaligned incentives, or the pressure to modernize on a budget, this conversation offers practical frameworks, real-world examples, and a refreshing focus on culture, accessibility, and sustainable impact. Key Takeaways Innovation Isn’t About Tools, It’s About Teaching – True transformation starts with pedagogy, not technology. Tools should serve learning goals, not drive them. The sequence matters: teaching first, then technology. Change Fatigue Is Real, and It’s Eroding Trust – Faculty and staff are exhausted from constant shifts (pandemic, LMS changes, AI). Institutions must acknowledge this and build sustainable, trust-based approaches to change. Align Incentives with Innovation Goals – If institutions value teaching innovation but reward research, transformation will stall. Incentive structures must support the behaviors they claim to prioritize. Adopt a “Human Plus AI” Mindset – AI should expand human capability, not replace it. Think of AI as a thought partner, tutor, or mentor that helps students understand concepts—not just a shortcut for answers. Accessibility Is a Design Philosophy, Not a Compliance Burden – Building accessible learning from the start expands access for everyone and should be baked into the innovation process—not retrofitted later. Measure Success Through Culture, Engagement & Sustainability – Look beyond workshop attendance. Ask: Is change still happening six months later? Are people more engaged? Has the culture shifted toward collaboration and safe experimentation? Pilot Focused, High-Impact Programs – Instead of campus-wide rollouts, start with one program or problem area. Prove value, learn, and then expand. Education’s Lasting Value Is Human Connection – In a world where anyone can learn anything online, institutions must protect and deepen what makes them unique: community, mentorship, relationships, and the development of character and wisdom.   Find Tawnya Means: LinkedIn                               https://www.linkedin.com/in/tawnya-means/ Inspire Higher Ed https://inspirehighered.com/ Substack https://tawnyameans.substack.com/   And find EdTech Connect here: Web: https://edtechconnect.com/   Chapters (00:00:00) - Tanya Means on Higher Ed Technology Connect(00:02:01) - Jeff Jarvis: The Future of Learning Through Technology(00:04:57) - In the Elevator With Higher Ed: The Digital Transformation(00:10:36) - What Do Colleges and Universities Face?(00:14:56) - Smaller Institutions and Edtech(00:17:46) - Higher Ed Tech: The Human + AI Partnership(00:27:13) - What's a College's Success?(00:29:26) - The future of higher education(00:31:47) - A Moment With Tanya on EdTech Connect

2/20/26 • 33:02