ROI University: A Higher Ed Marketing Show

Rustam Irani

In this episode, Rustam Irani introduces Chris Sheppard as the new co-host of ROI University and shares how the show is evolving into a more conversational exploration of marketing, data, analytics, AI, and innovation in higher education. Rustam and Chris discuss why human storytelling matters even more as AI-generated content becomes commonplace, including a standout piece of direct mail from Macalester College that broke through the noise. They also introduce Pennant, a new venture they co-founded to help higher-ed marketers bring fragmented marketing and enrollment data together, improve attribution, and make reporting more actionable. It's a look at where ROI University is headed—and the practical ideas, experiments, and insights Rustam and Chris plan to bring along for the ride. Resources Mentioned The Prompt — Chris Sheppard's weekly LinkedIn newsletter covering AI news, higher-ed implications, practical prompts, and ways marketers can use AI in their workflows.Pew Research Center — Referenced in Chris's discussion of research around AI-generated web content.ChatGPT — Discussed in the context of how AI-generated marketing content has evolved and become increasingly recognizable.Vercel — Mentioned as part of Chris's technical toolkit.Supabase — Mentioned as part of Chris's technical toolkit.Pennant — The data and analytics venture co-founded by Rustam and Chris, designed to bring marketing, CRM, attribution, enrollment, pacing, and performance data under one roof. Sponsor: https://www.pennantdash.comMacalester College — Highlighted as an example of differentiated, attention-grabbing higher-ed direct-mail marketing.Tulane University — Mentioned as another example of creative higher-ed direct mail.Arcadia University — Mentioned for a memorable composition-notebook direct-mail campaign.Timestamps 00:01 — ROI University is evolving: Rustam introduces Chris Sheppard as the show's new co-host and explains what his technical, operational, and strategic perspective will bring to the podcast.02:07 — A more conversational approach: Rustam and Chris discuss the new format and their plans to share real-world observations about marketing, data, AI, and what's working in higher ed.03:25 — Chris's journey from IT to digital marketing: Chris shares his 20+ years of experience spanning technology, development, digital marketing, home services, and higher education.05:30 — AI, The Prompt, and keeping content human: Chris discusses his LinkedIn newsletter, the rapid evolution of AI, and why AI should support—not erase—the human perspective behind higher-ed marketing.09:10 — The higher-ed marketing that actually gets noticed: Rustam shares the Macalester College direct-mail piece that got his entire family's attention and explores why differentiation, curiosity, storytelling, and authenticity still win.13:37 — Introducing Pennant: Rustam and Chris reveal their new venture and the problem it aims to solve: fragmented marketing, advertising, CRM, attribution, and enrollment data.17:55 — Moving beyond stale spreadsheets: They discuss why even sophisticated institutions struggle with disconnected datasets and reporting that can become outdated almost as soon as it's created.18:49 — What's next for ROI University: Rustam and Chris preview a show built around practical insights, real examples, experimentation, data, AI, and candid conversations about what works—and what doesn't—in higher-ed marketing.

  1. 6h ago ·  Video

    AI Discovery Is Reshaping Higher Ed Search

    AI-powered discovery is rewriting the rules of higher ed search. In this episode, we unpack what changes when AI overviews and answer engines — not institutional websites — become the first stop for prospective students, how to measure your school's visibility and share of voice in AI results, and what smaller institutions can do to compete through focused differentiation, reputation management, and Answer Engine Optimization (AEO). Chapters 00:00 — Why AI discovery is reshaping higher ed search02:30 — Brand strength matters more than website traffic alone04:04 — Are institutional websites still the main storefront?06:44 — How to measure AI visibility, citations, and share of voice09:33 — Where AI gets information and how schools should show up13:23 — How smaller institutions can compete with focused differentiation19:25 — Managing reputation and integrating AEO into search strategy24:03 — The website still matters, but it is no longer the only entry pointResources AEO Audit Tool: https://aeo.rgiconsulting.net/audit

    AI Discovery Is Reshaping Higher Ed Search

  2. 6d ago ·  Video

    The Zero-Click Era: How AI Is Rewiring College Search

    AI tools like ChatGPT are quietly reshaping how prospective students discover, research, and shortlist colleges — often before an institution even knows they exist. In this episode, we dig into the "zero-click" era of enrollment marketing: why the traditional funnel is breaking down, what visibility inside LLMs actually looks like, and how schools can earn representation in AI-generated answers without resorting to synthetic content. We also cover why attribution is collapsing in a privacy-first, conversational search world, the four metrics marketers should be tracking now, and how to build a search-everywhere optimization strategy for the years ahead. Explore the AEO tool referenced in this episode: https://aeo.rgiconsulting.net/ Chapters: (00:00) The zero-click problem is reshaping student discovery (01:11) The funnel still exists, but student research behavior has changed (03:08) From Google-first journeys to AI-filtered shortlists (06:31) How much of college search now happens invisibly inside AI tools? (08:55) Visibility alone is not enough — representation and sentiment matter (10:43) What actually helps an institution show up well in AI answers? (14:02) Authentic stories, expertise, and trust outperform synthetic content (16:28) Why attribution is breaking in a privacy-first, conversational search era (19:24) Which metrics and signals should marketers track in the AI era? (21:50) Building a search-everywhere optimization strategy for enrollment

    The Zero-Click Era: How AI Is Rewiring College Search

  3. Sep 23 ·  Video

    Is the Marketing Funnel Dead? Trust, Creators, and AI in Higher Ed Marketing

    The marketing funnel isn't dead — it's just getting renamed. In this episode we dig into how discovery is fragmenting across new channels while the buyer journey still moves through familiar stages, and why trust, creators, and real student stories increasingly shape how people choose a program. We also look at how marketing doesn't stop at enrollment (advocacy extends the whole lifecycle), and get practical about using AI tools like ChatGPT and Claude for reporting and data analysis — with the right context and guardrails, including turning it into a scheduled weekly reporting task. The closing takeaway: new tools, same core marketing principles.

    Is the Marketing Funnel Dead? Trust, Creators, and AI in Higher Ed Marketing

  4. Sep 15 ·  Video

    One Source of Truth: Aligning Marketing and Admissions on the Numbers That Matter

    Why do marketing and admissions rarely agree on the numbers — and which view should actually drive the budget? In this episode we unpack the two valid lenses on enrollment performance (cohort vs. period reporting), why source-level tracking and speed are non-negotiable in modern enrollment marketing, and how attribution gets even messier in the LLM era. We also walk through Pennant as a shared reporting layer that stitches CRM, ad spend, and campaign data together — with a live example of how the same date range can tell two very different stories. The takeaway: one shared lens, one source of truth, and better decisions across the funnel. Try out Pennant: pennantdash.com

  5. Sep 8 ·  Video

    Reddit's ChatGPT Citation Drop: What It Means for Higher Ed

    Need marketing help? Visit: https://www.rgiconsulting.net/ Marketing Dashboard: https://www.pennantdash.com/ A recent report showed a sharp drop in ChatGPT citing Reddit — and for higher-ed marketers, that shift raises real questions about where discovery is happening and how to invest. In this episode we unpack what the citation drop likely means for source selection inside LLMs, whether Reddit still deserves a seat at the higher-ed marketing table, and how schools should actually be using the platform today. Key takeaways: - Why the ChatGPT–Reddit citation drop happened and what it signals about how LLMs are choosing sources - Whether Reddit still holds value for higher-ed marketing — and how that value is changing - Practical ways schools should use Reddit today: monitoring, community participation, and paid ads - The platform-level incentives that shape which sources show up in LLM answers - How to focus measurement on what actually drives enrollment, not just visibility Chapters: - 00:00 — Why Reddit Suddenly Fell in ChatGPT Citations - 01:42 — What the Citation Drop Likely Means for Source Selection - 03:07 — Does Reddit Still Matter for Higher-Ed Marketing? - 08:21 — How Schools Should Use Reddit: Monitoring, Participation, and Ads - 12:22 — The Bigger Platform Incentives Shaping LLM Visibility - 13:21 — Measuring What Really Drives Enrollment

    Reddit's ChatGPT Citation Drop: What It Means for Higher Ed

  6. Sep 1 ·  Video

    Introducing Co-Host Chris Sheppard: AI, Higher Ed Marketing, and the Launch of Pennant

    In this episode, Rustam Irani introduces Chris Sheppard as the new co-host of ROI University and shares how the show is evolving into a more conversational exploration of marketing, data, analytics, AI, and innovation in higher education. Rustam and Chris discuss why human storytelling matters even more as AI-generated content becomes commonplace, including a standout piece of direct mail from Macalester College that broke through the noise. They also introduce Pennant, a new venture they co-founded to help higher-ed marketers bring fragmented marketing and enrollment data together, improve attribution, and make reporting more actionable. It's a look at where ROI University is headed—and the practical ideas, experiments, and insights Rustam and Chris plan to bring along for the ride. Resources Mentioned The Prompt — Chris Sheppard's weekly LinkedIn newsletter covering AI news, higher-ed implications, practical prompts, and ways marketers can use AI in their workflows. Pew Research Center — Referenced in Chris's discussion of research around AI-generated web content. ChatGPT — Discussed in the context of how AI-generated marketing content has evolved and become increasingly recognizable. Vercel — Mentioned as part of Chris's technical toolkit. Supabase — Mentioned as part of Chris's technical toolkit. Pennant — The data and analytics venture co-founded by Rustam and Chris, designed to bring marketing, CRM, attribution, enrollment, pacing, and performance data under one roof. Sponsor: https://www.pennantdash.com Macalester College — Highlighted as an example of differentiated, attention-grabbing higher-ed direct-mail marketing. Tulane University — Mentioned as another example of creative higher-ed direct mail. Arcadia University — Mentioned for a memorable composition-notebook direct-mail campaign. Timestamps 00:01 — ROI University is evolving: Rustam introduces Chris Sheppard as the show's new co-host and explains what his technical, operational, and strategic perspective will bring to the podcast. 02:07 — A more conversational approach: Rustam and Chris discuss the new format and their plans to share real-world observations about marketing, data, AI, and what's working in higher ed. 03:25 — Chris's journey from IT to digital marketing: Chris shares his 20+ years of experience spanning technology, development, digital marketing, home services, and higher education. 05:30 — AI, The Prompt, and keeping content human: Chris discusses his LinkedIn newsletter, the rapid evolution of AI, and why AI should support—not erase—the human perspective behind higher-ed marketing. 09:10 — The higher-ed marketing that actually gets noticed: Rustam shares the Macalester College direct-mail piece that got his entire family's attention and explores why differentiation, curiosity, storytelling, and authenticity still win. 13:37 — Introducing Pennant: Rustam and Chris reveal their new venture and the problem it aims to solve: fragmented marketing, advertising, CRM, attribution, and enrollment data. 17:55 — Moving beyond stale spreadsheets: They discuss why even sophisticated institutions struggle with disconnected datasets and reporting that can become outdated almost as soon as it's created. 18:49 — What's next for ROI University: Rustam and Chris preview a show built around practical insights, real examples, experimentation, data, AI, and candid conversations about what works—and what doesn't—in higher-ed marketing.

  7. Aug 20 ·  Video

    The Hidden 20%

    Affiliate and directory sites are often dismissed by higher ed marketers — but should they be? In this episode we unpack why these channels have historically driven meaningful traffic for schools, what tracking data reveals about their real influence on inquiries and enrollment, and why performance-pressured marketers tend to overlook them. We walk through what modern affiliate and directory partnerships actually look like in practice, how prospective students use these sites during their research, and why schools should stay open to the opportunities they present in today's enrollment funnel. Chapters:00:01 - Introduction & The Affiliate Fraud Myth01:21 - Welcome to ROI University02:05 - Early Experience: Lead Gen for Schools (2008–2009)04:45 - The 20% Stat: How Students Really Find Schools05:13 - Evaluating Affiliate & Directory Partners07:10 - How Directory Sites Were Built & How They Work10:31 - Affiliate Sites as Awareness Touchpoints in the Funnel16:14 - Stay Open-Minded on New Channels & Final Takeaway

  8. Jul 28 ·  Video

    Trust Test

    In this episode, Rustam Irani shares a leadership lesson that fundamentally changed how he approaches trust, relationships, and marketing. Through a personal story of working first as a higher education marketing leader and later from the agency side, he explores what happens when relationships turn out to be transactional rather than genuine. Rustam breaks down five lessons he's learned about building authentic professional relationships, protecting generosity without becoming cynical, and why the same principles of trust apply directly to higher education marketing. Ultimately, he argues that lasting enrollment success begins with becoming the kind of person—and organization—that people genuinely want to trust. Timestamps 00:00 – A personal story about trust, leadership, and seeing both sides of the vendor-client relationship 03:18 – The tables turn: experiencing rejection after moving to the agency side 04:45 – Why genuine relationships reveal themselves over time 06:01 – Lesson 1 & 2: Recognizing transactional relationships while protecting your generosity 08:44 – Lesson 3: Doing due diligence before extending trust 09:20 – Lesson 4: Why deep relationships outperform large networks 11:06 – Lesson 5: Applying trust-building principles to higher education marketing 12:05 – Final recap: The five trust tests every leader should remember

    Trust Test
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Ratings & Reviews

5
out of 5
3 Ratings

About

In this episode, Rustam Irani introduces Chris Sheppard as the new co-host of ROI University and shares how the show is evolving into a more conversational exploration of marketing, data, analytics, AI, and innovation in higher education. Rustam and Chris discuss why human storytelling matters even more as AI-generated content becomes commonplace, including a standout piece of direct mail from Macalester College that broke through the noise. They also introduce Pennant, a new venture they co-founded to help higher-ed marketers bring fragmented marketing and enrollment data together, improve attribution, and make reporting more actionable. It's a look at where ROI University is headed—and the practical ideas, experiments, and insights Rustam and Chris plan to bring along for the ride. Resources Mentioned The Prompt — Chris Sheppard's weekly LinkedIn newsletter covering AI news, higher-ed implications, practical prompts, and ways marketers can use AI in their workflows.Pew Research Center — Referenced in Chris's discussion of research around AI-generated web content.ChatGPT — Discussed in the context of how AI-generated marketing content has evolved and become increasingly recognizable.Vercel — Mentioned as part of Chris's technical toolkit.Supabase — Mentioned as part of Chris's technical toolkit.Pennant — The data and analytics venture co-founded by Rustam and Chris, designed to bring marketing, CRM, attribution, enrollment, pacing, and performance data under one roof. Sponsor: https://www.pennantdash.comMacalester College — Highlighted as an example of differentiated, attention-grabbing higher-ed direct-mail marketing.Tulane University — Mentioned as another example of creative higher-ed direct mail.Arcadia University — Mentioned for a memorable composition-notebook direct-mail campaign.Timestamps 00:01 — ROI University is evolving: Rustam introduces Chris Sheppard as the show's new co-host and explains what his technical, operational, and strategic perspective will bring to the podcast.02:07 — A more conversational approach: Rustam and Chris discuss the new format and their plans to share real-world observations about marketing, data, AI, and what's working in higher ed.03:25 — Chris's journey from IT to digital marketing: Chris shares his 20+ years of experience spanning technology, development, digital marketing, home services, and higher education.05:30 — AI, The Prompt, and keeping content human: Chris discusses his LinkedIn newsletter, the rapid evolution of AI, and why AI should support—not erase—the human perspective behind higher-ed marketing.09:10 — The higher-ed marketing that actually gets noticed: Rustam shares the Macalester College direct-mail piece that got his entire family's attention and explores why differentiation, curiosity, storytelling, and authenticity still win.13:37 — Introducing Pennant: Rustam and Chris reveal their new venture and the problem it aims to solve: fragmented marketing, advertising, CRM, attribution, and enrollment data.17:55 — Moving beyond stale spreadsheets: They discuss why even sophisticated institutions struggle with disconnected datasets and reporting that can become outdated almost as soon as it's created.18:49 — What's next for ROI University: Rustam and Chris preview a show built around practical insights, real examples, experimentation, data, AI, and candid conversations about what works—and what doesn't—in higher-ed marketing.

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