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

In this episode of Edtech Connect, host Jeff Dillon chats with Jennie Wong, Global Director of Education at Slalom, about how universities can harness AI and data to drive strategic value. Jennie shares her innovative "car metaphor" framework for AI implementation, reveals surprising GenAI use cases, and explains why federated data models are the future for higher ed. From overcoming institutional overwhelm to reimagining student engagement with e-commerce tactics, this conversation is packed with actionable insights for leaders navigating the AI revolution. Key Takeaways The "Car Metaphor" Framework: AI is the engine, but you also need steering (functional expertise), integration (systems), and fuel (data) to reach strategic goals. Start Small, Scale Fast: Focus on high-impact, low-complexity projects (e.g., A/B testing AI-enhanced fundraising emails) to demonstrate quick wins. Federated Data Strategy: Centralize only what’s necessary (e.g., cloud contracts) and empower departments with domain-specific data ownership. E-Commerce Lessons for Higher Ed: Apply tactics like "comeback campaigns" for stopout students and reduce application abandonment with behavioral design. ROI Nuances in Higher Ed: Measure year-one success via efficiency gains (e.g., administrative workflows) and year-three via mission outcomes (e.g., persistence rates). Agentic AI Future: Every campus role will blend human judgment with AI assistance—escalating complex/emotional tasks to people. Chapter Headings with Time Stamps (00:01) - Introduction: Meet Jennie Wong - From Organizational Communication to AI Strategy (04:40) - Slalom’s Triple-Digit Growth: Personas and Partner Alignment (06:30) - The "Car Metaphor": AI as an Engine, Not a Silver Bullet (09:13) - Biggest Struggles: Simplifying Choices with Strategic Value Maps (11:18) - Surprising GenAI Wins: Doubling Fundraising at UCLA (13:16) - Data Strategy: Federated Models and Conversational AI (15:38) - E-Commerce Tactics: Paradox of Choice and Comeback Campaigns (18:39) - Measuring ROI: Efficiency vs. Mission Impact (21:07) - Future of Campus Jobs: Humans + AI Collaboration (22:47) - Jennie’s Inspiration: Learning from Entertainment and VR (ASU’s Dreamscape)   Listen now to rethink AI strategy—and turn data into measurable impact.   Find Jennie Wong here: LinkedIn                               https://www.linkedin.com/in/jenniewong/ Slalom https://www.slalom.com/   And find EdTech Connect here: Web: https://edtechconnect.com/   Chapters (00:00:00) - EdTech Connect: How to Build a Compelling Learning Experience(00:01:54) - Dr. Jenny Wong(00:03:19) - How Did I Get From Studying Organizations to Leading Universities(00:04:40) - The Education Practice's Triple-digit Sales Growth(00:06:30) - The Strategic Value of Data and AI in Higher Ed(00:11:18) - Immortal Ventures: The Alumni Engagement Case(00:13:21) - How Data and AI are impacting higher ed(00:18:39) - What metrics best prove the value of AI initiatives in higher ed?(00:21:07) - What campus job will change the most because of AI?(00:22:47) - What book, podcast or practice keeps you curious and inspired outside of(00:24:28) - EdTech Connect

In this episode of Edtech Connect, host Jeff Dillon sits down with Dr. Alexander "Sasha" Sidorkin, Chief AI Officer at Sacramento State University, to explore the transformative impact of AI on education.  From debunking myths about AI replacing teachers to discussing practical applications in the classroom, Sasha shares his insights as an "AI realist."  Tune in to learn how AI is reshaping learning outcomes, the challenges of governance and equity, and why fostering relational learning remains irreplaceable. Key Takeaways AI as a Disruptive Force: AI has rendered traditional assignments like essays obsolete, forcing educators to rethink teaching methods and learning outcomes.   Relational Learning is Key: Education thrives on human relationships—AI cannot replace the emotional and contextual aspects of teaching. Equity and Access: AI can level the playing field for students with disabilities or language barriers, but disparities in technology access must be addressed. Policy and Governance: Institutions should avoid rigid AI policies until consensus emerges; faculty must justify AI use (or restrictions) pedagogically. Future Skills: "Executive thinking"—orchestrating tasks between human and AI collaboration—is the emerging critical skill for students. Dig Deeper Dr. Alexander "Sasha" Sidorkin LinkedIn https://www.linkedin.com/in/gemma-garcia-336866117/  Sacramento State University https://www.csus.edu/ Explore More on EdTech Connect For more insights on innovative teaching strategies, the role of technology in education, and the future of learning, visit EdTech Connect. Subscribe to stay updated on the latest trends and conversations in educational technology or visit https://edtechconnect.com. Chapters (00:00:00) - Sen. Rand Paul on Video Games(00:00:28) - EdTech Connect: Alexander Sasha Sidorkin(00:02:26) - In the Elevator With AI Scientists(00:03:53) - What's the Problem with AI?(00:09:43) - What are the biggest instructional Wins and Losses of Gen AI?(00:14:26) - The role of digital governance in higher ed(00:17:30) - On policy on AI(00:19:59) - Higher Ed and the Privacy of AI Data(00:25:21) - Is AI Better at Writing Than Humans?(00:28:51) - Professor of 2030(00:29:45) - EdTech Connect: Good Questions, Bad Answers

In this episode of EdTech Connect, host Jeff Dillon sits down with Gemma Garcia, Executive Director of Learning Technology at Arizona State University, to explore how ASU is leading the charge in scalable digital learning innovation.  With over 130,000 learners worldwide, Gemma shares insights on balancing bold experimentation with practical implementation, fostering faculty adoption of new technologies, and ASU's groundbreaking AI initiatives—including their partnership with OpenAI. Discover how ASU's "principled innovation" framework guides responsible AI integration, why personalized learning pathways are the future, and how the university is breaking down silos to create a collaborative, global learning community.  Whether you're an educator, administrator, or tech enthusiast, this episode offers a masterclass in scaling educational innovation while keeping student success at the core. Key Takeaways   Scalable Innovation: ASU’s "principled innovation" framework ensures new tools align with student outcomes and institutional goals before adoption. AI in Action: From language-learning chatbots to faculty "AI challenges," ASU leverages AI to enhance engagement while maintaining ethical guardrails. Faculty Adoption: Meet faculty where they are—emphasizing how tools solve their problems and benefit students—to drive buy-in. Global Inclusion: Designing for cultural and linguistic diversity is key to serving ASU’s worldwide online learner population. Personalized Learning: The future of edtech lies in adaptive pathways tailored to individual learning styles (powered by AI).   Dig Deeper LinkedIn https://www.linkedin.com/in/gemma-garcia-336866117/  ASU http://asu.edu/  Explore More on EdTech Connect For more insights on innovative teaching strategies, the role of technology in education, and the future of learning, visit EdTech Connect. Subscribe to stay updated on the latest trends and conversations in educational technology or visit https://edtechconnect.com.

In this episode of EdTech Connect, host Jeff Dillon sits down with Brian Piper, Director of Content Strategy at the University of Rochester and author of Epic Content Marketing for Higher Education, to explore how AI is transforming content creation and audience engagement in higher ed.  Brian shares practical insights on building AI-driven personas, repurposing content at scale, and overcoming institutional resistance to AI adoption. Learn how custom GPTs can simulate student perspectives, why "audience-first" storytelling is non-negotiable, and how to leverage student ambassadors to amplify authenticity.  Whether you're a marketer, administrator, or educator, this episode offers actionable strategies to harness AI while keeping human creativity at the core. Key Takeaways AI-Powered Personas: Train custom GPTs on institutional data (e.g., strategic plans, student demographics) to simulate audience perspectives and test content ideas before production. Content Repurposing: Use AI to redistribute high-performing content across channels, combating declining organic reach and maximizing ROI. Fear vs. Opportunity: Resistance to AI stems from fear of replacement and lack of time—but it’s a change management challenge, not just a tech adoption hurdle. Governance First: Clear AI usage guidelines prevent "shadow AI" and ensure ethical data practices (e.g., avoiding public ChatGPT for sensitive records). Student Ambassadors Matter: Authentic, student-generated "day-in-the-life" content outperforms institutional messaging in building trust with prospects.     Dig Deeper LinkedIn https://www.linkedin.com/in/brianwpiper/  Website https://brianwpiper.com/  Explore More on EdTech Connect For more insights on innovative teaching strategies, the role of technology in education, and the future of learning, visit EdTech Connect. Subscribe to stay updated on the latest trends and conversations in educational technology or visit https://edtechconnect.com. Chapters (00:00:00) - https://github.com//personalities/(00:00:35) - EdTechConnect: Brian Piper(00:02:16) - Skydiving: Fear of Flying(00:05:16) - Higher Ed: The Use of AI in Marketing(00:09:02) - University Student Personas in ChatGPT(00:12:00) - What's keeping higher ed from using AI?(00:18:41) - Audience First: Content Marketing for Higher Ed(00:20:52) - Higher Ed: Digital Governance and AI(00:25:05) - EdTech Connect: Leveraging Student Creators(00:28:06) - Content Marketing: Begin with AI