The Signal

Jeff Dillon
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Reaching #4 on the Apple Podcast Education charts, The Signal (formerly the EdTech Connect Podcast) is the definitive podcast for higher education’s transformation leaders. Hosted by Jeff Dillon, The Signal cuts through the noise of the "status quo" to bring you the strategic intelligence needed to reshape how institutions recruit, support, and retain students. Every Friday, we sit down with the practitioners and technology builders who are actively defining the next decade of campus life. Why Higher Ed Leaders Listen: In one of the most consequential periods for academia, we move past the hype to focus on Human-Centered Innovation. Our episodes feature deep-dive interviews with guest experts from SNHU, EAB, WGU, and Panopto, focusing on the "real work" of institutional evolution. Core Topics & AI Strategy: * Artificial Intelligence: Practical AI adoption, governance, and the "Human in the Loop" mindset. * Enrollment Marketing: Modern recruitment strategies and GEO (Generative Engine Optimization). * Student Success: Data-driven retention, mental health, and digital engagement. * Institutional Transformation: Navigating digital transformation with a focus on workforce readiness and AVPs reimagining student care. Whether you are a C-suite leader, IT Director, or Faculty member, join our community of 100,000+ professionals to stay ahead of the curve. New episodes every Friday. Learn more at edtechconnect.com

  1. Ep. 94 - Elysia Labita: Marketing Can't Out-Optimize Misalignment

    4일 전

    Ep. 94 - Elysia Labita: Marketing Can't Out-Optimize Misalignment

    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

    31분
  2. Ep. 93 - Dave Tucker: The Note Taker's Dilemma — Why Lectures Are Mostly Wasted

    6월 26일

    Ep. 93 - Dave Tucker: The Note Taker's Dilemma — Why Lectures Are Mostly Wasted

    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

    34분
  3. Ep. 92 - Paula French: From Clicks to Conversions—A Practical Playbook for AI Search

    6월 19일

    Ep. 92 - Paula French: From Clicks to Conversions—A Practical Playbook for AI Search

    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

    32분
  4. Ep. 91 - Mallory Willsea: Activity vs. Strategy—Why Higher Ed Marketing Measures the Wrong Things

    6월 12일

    Ep. 91 - Mallory Willsea: Activity vs. Strategy—Why Higher Ed Marketing Measures the Wrong Things

    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

    32분
  5. Ep. 90 - Haley Platt: Breaking the Information Barrier: How First-Gen Students Navigate College

    6월 5일

    Ep. 90 - Haley Platt: Breaking the Information Barrier: How First-Gen Students Navigate College

    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

    31분
  6. Ep. 89 - Leslie Weller: How AI Site Search Turns Student Discovery Into a Competitive Advantage

    5월 29일

    Ep. 89 - Leslie Weller: How AI Site Search Turns Student Discovery Into a Competitive Advantage

    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

    32분
  7. Ep. 88 - Brian Clark: Building RISD's Digital Future at Scale

    5월 22일

    Ep. 88 - Brian Clark: Building RISD's Digital Future at Scale

    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

    30분
  8. Ep. 87 - Grant Greenwood: How to Automate What Actually Matters in Enrollment

    5월 15일

    Ep. 87 - Grant Greenwood: How to Automate What Actually Matters in Enrollment

    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

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Reaching #4 on the Apple Podcast Education charts, The Signal (formerly the EdTech Connect Podcast) is the definitive podcast for higher education’s transformation leaders. Hosted by Jeff Dillon, The Signal cuts through the noise of the "status quo" to bring you the strategic intelligence needed to reshape how institutions recruit, support, and retain students. Every Friday, we sit down with the practitioners and technology builders who are actively defining the next decade of campus life. Why Higher Ed Leaders Listen: In one of the most consequential periods for academia, we move past the hype to focus on Human-Centered Innovation. Our episodes feature deep-dive interviews with guest experts from SNHU, EAB, WGU, and Panopto, focusing on the "real work" of institutional evolution. Core Topics & AI Strategy: * Artificial Intelligence: Practical AI adoption, governance, and the "Human in the Loop" mindset. * Enrollment Marketing: Modern recruitment strategies and GEO (Generative Engine Optimization). * Student Success: Data-driven retention, mental health, and digital engagement. * Institutional Transformation: Navigating digital transformation with a focus on workforce readiness and AVPs reimagining student care. Whether you are a C-suite leader, IT Director, or Faculty member, join our community of 100,000+ professionals to stay ahead of the curve. New episodes every Friday. Learn more at edtechconnect.com

정보

  • 제작진
    Jeff Dillon
  • 방송 연도
    2024년 - 2026년
  • 에피소드
    94
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    전체 연령 사용가
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    © EdTech Connect Inc 2024 - 2026
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    The Signal