ROI University: A Higher Ed Marketing Show

In this episode, Rustam Irani breaks down the concept of a university’s “brand signal zone” — the geographic radius where a school’s reputation, awareness, and trust actually influence enrollment behavior. Using years of campaign data and real-world examples, he explains why most institutions dramatically overestimate how far their brand reaches, and how enrollment marketers can use geographic insights to build smarter campaigns, lower acquisition costs, and uncover hidden opportunities for growth. He also explores how local trust, specialized programs, and strategic partnerships shape enrollment performance across different distance bands.Timestamps 00:00 – Why universities overestimate brand awarenessRustam introduces the idea that many institutions believe their reputation extends far beyond where the data actually shows influence. 01:13 – The “driving distance” enrollment realityDiscussion around the statistic that 67% of undergraduates enroll within driving distance of home and why proximity still matters. 02:20 – The Power Zone (0–25 miles)Exploration of the strongest geographic enrollment radius and how local events, alumni presence, and community partnerships reinforce trust. 04:16 – The Middle Ring (25–100 miles)How brand recognition begins to fade and why program-specific marketing becomes critical in this zone. 06:17 – University of Alaska case studyA breakdown of how unique regional strengths can successfully expand a school’s reach beyond its immediate market. 08:56 – The Outer Ring (100+ miles)Why enrollment conversion rates sharply decline at greater distances and what schools must offer to compete nationally. 09:54 – The “Harvard of our area” mindsetRustam shares a story about a university leader who struggled to accept that their institution lacked national brand recognition. 12:07 – Using enrollment and analytics data to map brand resonancePractical ways marketers can identify geographic performance zones using CRM, application, CPC, and enrollment data.

In this episode, Rustam Irani explores how AI-powered search tools like ChatGPT, Claude, and Perplexity are fundamentally changing how prospective students research colleges and programs. He breaks down why traditional website traffic may be declining while enrollment quality improves, and explains the four critical metrics institutions must track to understand their visibility in AI-generated search results. Rustam also shares the foundational SEO and authority-building principles that still matter in the age of LLMs, along with practical insight into how schools can improve their presence, sentiment, and share of voice in AI-driven discovery experiences.Resources Mentioned RGI AEO Dashboard - https://aeo.rgiconsulting.net/leadsquared/Timestamps 00:00 – 01:23 — How prospective students are using AI tools to research colleges and programs before ever visiting a school website 01:24 – 03:05 — The four core metrics schools must track in AI search: visibility, share of voice, citation rate, and sentiment 03:06 – 05:32 — Why some schools are seeing lower inquiry volume but higher application and enrollment quality 05:33 – 06:50 — The SEO and authority fundamentals that still matter in the LLM era 06:51 – 08:14 — The new kinds of nuanced student questions appearing inside AI search tools 08:15 – 10:22 — How AI visibility dashboards and citation analysis help schools identify content opportunities 10:23 – 11:56 — The importance of reputation, transparency, partnerships, and consistent messaging in AI-generated results 11:57 – 15:12 — Why schools don’t need massive budgets to compete in AI search—and what they actually need instead

In this episode, Rustam Irani sits down with SEO expert Julian Hooks to unpack the growing confusion around declining traffic, AI’s impact on search, and what higher-ed marketers should actually focus on right now. Together, they cut through the hype around AEO, GEO, and LLMs, revealing that while the discovery landscape is shifting, the fundamentals of SEO—and great marketing—are still the foundation. The conversation explores how user behavior is evolving, why attribution is getting harder, and how marketers can adapt without abandoning what already works.Resources Mentioned RGI AEO Dashboard - https://aeo.rgiconsulting.net/Timestamps 00:00 – The Problem: Traffic and conversions are declining despite doing “everything right” in SEO 01:00 – Meet Julian Hooks: 20 years in SEO and deep experience in higher ed marketing 04:00 – Is SEO Dead?: Why AI isn’t replacing SEO but reshaping how discovery works 08:00 – AEO vs GEO vs SEO: Breaking down the terminology and what actually matters 10:30 – The Attribution Problem: Why AI-driven traffic is hard to measure (but still impactful) 13:00 – New Signals to Watch: Direct traffic, branded search, and behavioral shifts 15:30 – AEO Measurement Framework: Visibility, share of voice, citation rate, and sentiment 22:00 – How to Prioritize Efforts: 80–85% fundamentals vs 15–20% AI-specific adjustments 25:00 – Content Strategy Shift: Don’t abandon long-form—just surface answers faster 28:00 – Why Traffic Is Down: LLMs are capturing top-of-funnel informational queries 31:00 – Higher Intent Users: Fewer visitors, but stronger conversion and engagement 32:00 – Final Advice: Think holistically, focus on fundamentals, and build a great product/experience

In this episode, Rustam Irani shares a pivotal early-career moment that reshaped how he presents data, and breaks down four essential rules for delivering clear, credible, and impactful insights that drive action. Resources MentionedChatGPT — https://chat.openai.com/Google Gemini — https://gemini.google.com/Timestamps00:00 – The CEO Meeting That Changed Everything: A high-stakes presentation goes wrong and reveals a critical gap in data storytelling.04:53 – Introduction to the 4 Rules of Presenting Data: Rustam frames the episode and the lessons learned over years of experience.05:44 – Rule #1: Clarity and Simplicity: Why overcomplicating data loses your audience and how to present at the right level.08:08 – Rule #2: Accuracy and Reliability: The importance of validating data, checking formulas, and spotting red flags.09:23 – Rule #3: Tell the Story Behind the Data: Focusing on what changed, why it changed, and what it means.10:33 – Rule #4: Use Effective Visuals: Leveraging charts, graphs, and modern tools to make insights instantly clear.12:00 – From Reporting to Responsibility: Shifting mindset from sharing numbers to owning the narrative and outcomes.

In this episode, Rustam Irani sits down with Chris Shepard to unpack what it really takes to build performance-driven marketing systems that create trust, align teams, and generate measurable results. Chris shares his path from early email marketing and agency ownership to leading digital strategy in higher education, along with the lessons he’s learned about vendor collaboration, data visibility, and the practical role AI can play in modern marketing.Resources Mentioned The Prompt — Chris Shepard’s weekly AI-focused newsletter for higher education marketers - https://www.linkedin.com/newsletters/the-prompt-7432956494280683520/Timestamps 0:01 - 2:43 — Intro and Chris’s marketing backgroundRustam introduces Chris Shepard and previews a conversation on digital marketing, leadership, and AI. 2:44 - 8:10 — From record-label email marketing to building an agencyChris shares how he got started in digital marketing, taught himself website building and SEO, and grew an agency serving home-service businesses. 8:11 - 13:44 — Selling the agency and moving into higher educationChris reflects on selling WebRocket after COVID, what he learned from building trust at scale, and why Tricoci felt like the right next chapter. 13:45 - 20:07 — Why alignment and data matter more than marketing activityThe conversation shifts to silos in higher ed, why marketing is too often treated as a cost center, and how lead, enrollment, and start data drive smarter decisions. 20:08 - 29:12 — Breaking down vendor silos and building collaborative systemsChris explains how he manages multiple agency partners through weekly calls, biweekly strategy sessions, and annual summits that include leadership and admissions. 29:13 - 35:36 — AI dashboards, automation, and the purpose behind The PromptChris describes building his own live dashboard, using AI for summaries and forecasting, and launching a newsletter to help higher ed marketers keep up with AI change. 35:37 - 40:56 — Career advice for modern marketersChris closes with advice on growth: show up consistently, know your numbers, deeply understand your audience, and stay curious as the industry keeps evolving.

In this episode, Rustam Irani sits down with longtime colleague Charlie (Vice Chancellor of Enrollment Management & CMO at Kaiser University) to unpack what it means to be a “modern CMO” in higher ed. They trace the shift from old-school, performance-first tactics to a brand-and-trust-led approach where authenticity, earned media, and mid-funnel experience matter more than ever. Along the way, they dig into how AI is changing research and decisioning, why attribution and yield tracking are still a major gap for many institutions, and what young marketers need to do to grow into real leadership.Resources MentionedChat with Charlie:https://www.youtube.com/@ChatWithCharlieAndFriends/featuredCharlie Linkedin: https://www.linkedin.com/in/charlie-parker-94989b7/00:01–02:24 — Welcome + “OG in the industry”: Rustam introduces Charlie and frames the episode around marketing + enrollment leadership.02:24–06:24 — What a “modern CMO” means now: From standing out to staying a student of the game; the evolution from old media buys to today’s landscape.06:24–13:40 — Earned media, mid-funnel, and the authenticity challenge: Why organic trust-building is the new “tip of the spear,” and how paid/organic has blurred (especially in social).12:44–14:44 — The brand vs. performance flip: Charlie’s “triangle” view—performance as the tip, brand as the base; budgeting for reputation and the long game.15:06–16:39 — AI as a modern CMO toolset: Charlie’s example of using Claude to generate a market study; tools without losing culture and human connection.16:39–18:35 — Yield over volume + the attribution gap: “More inquiries isn’t the metric”; tracking marketing investment to enrollments is still missing at many institutions.18:53–21:12 — Brand radius, zoning, and smarter geo strategy: Rustam’s “brand has a radius” idea and Charlie’s story about finding an unexpected out-of-state sweet spot by reverse-engineering graduates.22:10–25:37 — Bringing the art back: Marketing as science + art; storytelling, belonging, and avoiding becoming a “widget creator in a human business.”26:05–32:19 — Advice for young marketers: Put in the extra work, understand the full ecosystem, and bring solutions (not just problems—especially in the AI era).32:42–36:02 — Enrollment isn’t just marketing + admissions: Charlie’s push to elevate financial aid training and soft skills; Rustam’s “FAM framework” alignment (finance/admissions/marketing).37:02–38:18 — Close + how to connect: Charlie points listeners to LinkedIn; Rustam signs off with the show’s closing line.

In this episode, Rustam Irani challenges the assumption that affiliate partners are low-quality, fraudulent, or ineffective for higher-ed marketing. Drawing from firsthand attribution analysis, he reveals how more than 20% of prospective students engaged with a school through affiliate or directory sites before ever landing on the institution’s website. Rustam breaks down five key factors for evaluating affiliate partnerships—lead quality, compliance, partner selection, performance tracking, and brand reputation—while reframing affiliates not as a risky expense, but as a hidden pipeline and awareness layer that can meaningfully impact enrollment outcomes.Resources Mentioned LeadID (later Jornaya, then Verisk, now acquired by ActiveProspect)Timestamps 00:01 – The Affiliate Myth: Why many higher-ed marketers dismiss affiliates as fraud or low-intent traffic. 00:38 – Attribution Discovery: The 20% insight that changed Rustam’s perspective on affiliate value. 01:53 – Tracking the Ecosystem: How LeadID/Jornaya enabled cross-site visibility and anonymous user tracking. 06:04 – Factor #1: Lead Quality & Qualification: Evaluating intent, demographics, custom questions, and lead scoring. 08:06 – Factor #2: Compliance & Ethical Practices: FTC guidelines, traffic sources, and the risks of co-registration. 10:35 – Factor #3: Partner Selection: Vetting affiliates through checklists, traffic sources, and longevity. 12:03 – Factor #4: Performance Tracking & ROI Models: CPC vs. CPL, cost expectations, and enrollment targets. 14:05 – Factor #5: Brand Reputation & Placement Transparency: Protecting brand standards while gaining exposure. 17:08 – Reframing the Channel: Why cutting affiliates may shrink your pipeline and assisted conversions.

In this episode, Rustam Irani welcomes AI marketing consultant and podcast host Dan Sanchez to dive deep into the role of AI in higher ed marketing. Together, they unpack the difference between AI hype and real, actionable strategies marketers can use today. Dan shares his journey into marketing, why AI has become his favorite tool, and how it empowers teams to move faster and smarter. From addressing security concerns to demystifying tools like OpenClaw and custom GPTs, this conversation offers valuable insights for higher ed leaders looking to thoughtfully integrate AI into their workflow.Resources Mentioned: AI Driven Marketer Podcast - https://www.aidrivenmarketer.com/ Dan Sanchez's Free Course - https://www.danchez.com/coursesTimestamps: 00:00 – Rustam introduces the theme: cutting through the AI hype in higher ed marketing 01:06 – Dan shares his marketing background and early adoption of AI tools 03:29 – Efficiency vs. shiny object syndrome: where AI offers real value 04:57 – The AI adoption curve and the dangers of lagging behind 06:32 – Exploring the risks of OpenClaw and agentic AI tools 10:28 – Why security is a top concern for higher ed institutions 13:47 – Where to start: focusing on one core AI tool like Copilot or Gemini 18:24 – What to avoid: automation tools and AI app-building traps 20:27 – Power of custom GPTs and how to build secure, scalable AI workflows 24:13 – AI-powered outbound: promising use cases and ethical considerations 28:04 – Using mascots as AI voices for fun and authentic user experience 31:36 – Dan's final advice: create dedicated AI project folders in ChatGPT

In this episode, Rustam Irani shares a powerful personal experience from his time as a higher ed CMO, highlighting the hidden dangers of over communication in student marketing and admissions. He walks through a pivotal project where his team audited every piece of communication sent to students from inquiry to graduation and uncovered an overwhelming and chaotic messaging environment. Through this eye opening exercise, Rustam emphasizes the importance of aligning teams, reducing overlap, and crafting a streamlined, student centered communication strategy.Resources Mentioned:• Miro Student Journey Framework - https://miro.com/app/board/uXjVK7WgQac=/?share_link_id=90885879347Timestamps:• 00:00 – The disconnect between campaign performance and enrollment rates• 01:30 – The chaos of overlapping campaigns across departments• 03:00 – Launching a full audit of student communications• 04:15 – Mapping communications in a giant conference room• 06:30 – Realizing the sheer volume and redundancy of messaging• 08:00 – How cross-team alignment sparked real change• 09:20 – Rebuilding automations and streamlining messaging• 11:00 – Navigating tough interdepartmental conversations• 12:15 – Introducing a Miro-based framework for auditing communications• 13:20 – Final challenge: take the first step to uncover your own opportunities

In this episode, Rustam Irani unpacks a leadership moment that blindsided him—a silent, frustrated team member and two words on a whiteboard that changed his entire approach to leading marketers. Through this story, Rustam breaks down how purpose, identity, and challenge drive performance, and why conversations always beat assumptions.Resources Mentioned AdRoll — https://www.adroll.comTimestamps 00:00–01:15 — The gut‑punch moment: Setting the stage with the harshest feedback Rustam ever received. 01:15–03:41 — The silent treatment: A team member withdraws, creating tension and confusion. 03:41–05:26 — Leadership crossroads: Choosing between ignoring the issue or addressing it head‑on. 05:26–07:32 — The whiteboard moment: "Analyst" vs. "Scientist" — identity becomes the root issue. 07:32–10:52 — Reframing the role: Rustam explores new challenges and hands over a high‑impact project involving DSP remarketing. 10:52–14:11 — Lessons learned: Purpose, identity, challenging work, and the power of real conversations. 14:11–16:25 — Final reflections: Encouragement for leaders to rethink how they engage team members and handle tension.

In this episode, Rustam Irani unpacks one of the biggest wake-up calls in his marketing career—the campaign that looked flawless on every dashboard but failed to deliver real-world results. He shares the story of a “perfect” set of ads that hit every metric yet missed a critical human insight: students couldn’t physically get to class. Through the now-famous Bus Route Story, Rustam shows how collaboration across finance, admissions, and marketing (the FAM framework) uncovered the truth and led to more empathetic, student-centered solutions.Timestamps 00:00 – 01:00 | When perfect dashboards deceive: the illusion of success 01:00 – 03:30 | The setup: campaigns, demographics, and the ideal healthcare student 03:30 – 06:00 | Data looks perfect—but something deeper isn’t adding up 06:00 – 08:00 | Enter the FAM Framework: connecting marketing, admissions, and finance 08:00 – 10:30 | The aha moment: transportation barriers behind the enrollment drop 10:30 – 13:30 | Turning insights into action: rethinking schedules, hybrid options, and messaging 13:30 – 16:00 | Lessons learned: what data can’t tell you about your students 16:00 – 17:45 | Rustam’s final reflection: where true ROI really lives

In this episode, Rustam Irani introduces the FAM framework—Finance, Admissions, and Marketing—and explains how aligning these three departments can dramatically improve enrollment outcomes for higher education institutions. Drawing from his extensive experience in higher ed marketing and leadership, Rustam shares real-world examples, practical tips, and insights on how to dismantle silos, streamline communication, and build cohesive strategies that serve a common goal.Timestamps:• 00:00 – The misalignment problem in higher ed despite individual KPIs being met• 00:28 – Introduction to the FAM Framework: Finance, Admissions, and Marketing• 01:49 – Rustam's background and experience in higher ed marketing• 02:36 – Real-world success through alignment at a high-growth institution• 03:53 – Why shared budgeting and top-down alignment matter• 05:31 – Understanding lead volume and internal operational needs• 06:37 – Why treating FAM like a family drives performance• 07:10 – The power of cross-departmental training and collaboration• 09:08 – Transparent campaign communication with admissions and finance• 10:13 – Joint planning for budget, targets, and performance• 11:47 – Importance of having one integrated system for tracking• 13:26 – Creating a cohesive message and student experience• 14:41 – Shared goals, systems, and data across FAM• 16:01 – Daily dashboard visibility as a unifying tool• 17:29 – Pushing for better tracking and accountability• 18:22 – Final takeaway: Don’t start with ads, start with alignment

In this episode, Rustam Irani challenges higher-ed marketers to stop “playing it safe,” sharing how an early-career DIY innovation project sparked a career-long commitment to testing, multi-channel strategy, and culture change. He connects lessons from building a waterproof GPS rig to the realities of rising CPCs, AI-driven shifts in search, and the internal politics of getting buy-in for new ideas—culminating in a practical weekly challenge to run one brave test.Resources Mentioned• TikTok  - https://www.tiktok.com/• Snapchat  - https://www.snapchat.com/• Reddit  - https://www.reddit.com/• Spotify  - https://www.spotify.com/• Pandora  - https://www.pandora.com/• YouTube  - https://www.youtube.com/• Google Ads – Performance Max (PMax)  - https://ads.google.com/intl/en/home/campaigns/performance-max/• Meta Advantage+  - https://www.facebook.com/business/advantage• Facebook Lead Ads  - https://www.facebook.com/business/ads/lead-adsTimestamps• 00:03 — Why “playing it safe” is risky + how to apply an innovation mindset to higher-ed marketing (AI/AEO, shifting channels)• 01:18 — Origin story: building a waterproof GPS (IMAP) and the power of constraints-driven creativity• 06:17 — Rising CPCs and why you must go truly multi-channel (CTV, Spotify/Pandora/YouTube); from 7 to 11–12 brand impressions• 07:49 — Fund experimentation: carve out a 5–10% R&D budget; lessons from Facebook Lead Ads• 10:38 — What to test now: TikTok, Reddit, Google PMax, Meta Advantage+—and the guardrails you’ll need• 12:46 — Put students first: authenticity and outcomes-driven messaging across every channel• 14:32 — Getting buy-in: navigating internal politics and proving ROI; the inbound-test playbook• 19:39 — Weekly challenge: pick one “best practice” to break, run a test, and build a culture of innovation

In this episode, Rustam Irani unpacks one of the biggest misconceptions in higher-ed marketing: most schools don’t have a lead problem, they have a leak problem. He explains how institutions can identify hidden leaks in their enrollment funnel, why “speed to lead” matters, and how data modeling can transform student engagement. Along the way, Rustam shares personal stories about standing firm with leadership, building smarter communication strategies, and even rethinking how to keep talented team members engaged. The result is a blueprint for plugging leaks, improving conversion rates, and leading with both data and empathy.Timestamps 00:02 – Why schools don’t have a lead problem, they have a leak problem 01:14 – Generating tens of thousands of leads but not seeing results 02:16 – Identifying leaks: weekend response times & “speed to lead” 03:34 – Different engagement preferences: phone, email, chat, SMS 04:20 – Building data models to identify ideal student segments 07:14 – How AI has simplified lead scoring today 08:10 – Standing up for marketing with data in tough leadership meetings 12:17 – Empathy in student communication and persona buckets 14:37 – Internal leaks: keeping your own team motivated and engaged 16:21 – Action steps to plug leaks and transform enrollment funnels

In this episode, Rustam Irani introduces the “5% Rule”—a simple but powerful approach to enrollment growth that leverages small, consistent improvements across every step of the student journey. He shares a real story about how sending branded scrubs to healthcare students reduced melt, boosted retention, and set the stage for his compound growth formula. Rustam then walks through the funnel step by step—from impressions to enrollment to retention—showing how incremental gains add up to transformational outcomes for both institutions and students.Timestamps 00:02 – Introducing the 5% Rule as the hidden growth lever in enrollment. 01:01 – A real story: solving student melt by sending branded scrubs. 03:26 – Looking at the entire funnel for incremental improvements. 04:27 – Breaking down the compound growth formula. 05:18 – Funnel stage 1: Improving impressions and brand awareness. 06:12 – Funnel stage 2: Increasing clicks and website engagement. 07:00 – Funnel stage 3: Boosting inquiries and conversion rates. 07:26 – Funnel stage 4: Improving admissions contact and engagement. 07:53 – Funnel stage 5: Making enrollment easier through support and messaging. 08:26 – Funnel stage 6: Creating a great student experience after enrollment. 09:10 – Why 5% improvements compound into 27%+ enrollment gains. 09:32 – Internal factors: building teams, setting benchmarks, and aligning messaging. 11:07 – Why there are no silver bullets, just testing, learning, and small wins. 11:49 – Closing encouragement: find micro-touchpoints, make 5% gains, and watch the compounding effect.

In this episode, Rustam Irani shares his personal journey from engineering to marketing, and how pivotal moments shaped his passion for higher education marketing. Dan Sanchez interviews Rustam to uncover his origin story, exploring how early career experiences, family influences, and meaningful professional shifts led him to dedicate his work to transforming student lives through education marketing. Rustam reflects on the dual meaning of ROI—not just institutional returns, but the life-changing return on investment for individual students.Resources Mentioned Simon Sinek on "Start with Why" — https://www.youtube.com/watch?v=u4ZoJKF_VuATimestamps 00:01 – 02:23: Rustam’s early career in engineering and decision to pursue an MBA in marketing 02:30 – 04:03: Family influences and discovering a passion for marketing 04:19 – 06:25: Transition into education marketing and the blend of data-driven and creative work 07:49 – 09:40: Why Rustam stayed in higher education and the importance of purpose 09:51 – 11:20: Emotional moments at graduations and realizing the true impact of education 12:56 – 14:46: Memorable campaign using early Facebook lead ads and its ripple effect 14:48 – 17:54: Insights from working both agency and in-house marketing, and the importance of marketing-admissions alignment 18:00 – 20:42: Expanding ROI beyond metrics to include personal and team transformation