Episode Overview

In this episode, Rustam Irani sits down with Will McDonald, Executive Vice President of Admissions at Academy of Art University, to explore what effective admissions leadership looks like in today's higher education landscape. Drawing on more than two decades of enrollment experience, Will shares why the strongest institutions treat marketing and admissions as one unified student recruitment team, how leaders can build high-performing admissions organizations, and why staying connected to the student experience is more important than any dashboard or technology. They also discuss where AI can genuinely improve admissions operations—and where the human element remains irreplaceable.

Resources Mentioned

 * LinkedIn — William McDonald (mentioned as the best place to connect with Will)

Timestamps

 * 00:00 – Introduction to Will McDonald and the importance of admissions and marketing alignment
 * 01:58 – Will's leadership journey, football background, and lessons from Howard Schnellenberger
 * 05:05 – How admissions has changed over the past 20 years and the growing complexity of student decision-making
 * 08:45 – Building effective admissions processes while keeping the student—not the transaction—at the center
 * 12:48 – Why marketing and admissions should function as one unified department with shared KPIs
 * 17:02 – Building admissions teams, hiring for coachability, and staying connected to frontline staff
 * 21:58 – The promise and limitations of AI in admissions, including automation and re-engagement strategies
 * 27:24 – Leadership advice for new admissions directors and the importance of focusing on people, process, and performance
 * 31:16 – Final takeaway: Stay plugged into the student experience by listening to students and frontline teams

Beyond Enrollment

In this episode, Ken Freire sits down with John Nehme, President and CEO of Allies Against Slavery, to explore how data, technology, and strategic partnerships are transforming the fight against human trafficking. John shares the personal experiences that led him into this mission, how his nonprofit is scaling state-by-state through data infrastructure, and why AI may become one of the most powerful tools for preventing trafficking before it happens. Along the way, they unpack lessons on scaling a purpose-driven organization, navigating long enterprise sales cycles, and building a business that creates lasting impact.

Resources Mentioned

 * Allies Against Slavery – https://alliesagainstslavery.org/
 * BEST (Businesses Ending Slavery and Trafficking) – https://www.bestalliance.org/
 * National Human Trafficking Hotline – https://humantraffickinghotline.org/
 * AnnieCannons – https://www.anniecannons.org/
 * University of South Florida – https://www.usf.edu/
 * University of Alabama – https://www.ua.edu/
 * Hewlett Packard Enterprise – https://www.hpe.com/
 * Tim Tebow Foundation – https://www.timtebowfoundation.org/

Timestamps

 * 00:01 – Why data is the missing weapon in the fight against human trafficking.
 * 06:20 – John's personal journey and the experiences that led him into this work.
 * 10:42 – The shocking scale of trafficking in the U.S. and why better data is essential.
 * 13:58 – Practical ways business owners can help combat trafficking through culture, partnerships, and supply chain awareness.
 * 18:20 – Scaling a nonprofit like a startup: systems, repeatability, leadership, and sustainable revenue.
 * 22:30 – Selling to state governments and navigating 12–24 month enterprise sales cycles.
 * 27:15 – How partnerships and AI are reshaping anti-trafficking technology and accelerating impact.
 * 41:20 – Rapid-fire questions on AI, leadership, the future of prevention, and the legacy John hopes to leave.

The Hidden Data Behind Human Trafficking in America

In this episode, Rustam Irani explores a growing challenge facing higher-ed enrollment teams: declining contact rates despite steady inquiry volume. Drawing from conversations with multiple institutions across different program types and regions, he unpacks why traditional explanations like lead quality and staffing may no longer tell the full story. Rustam examines how changing communication preferences, AI-driven outreach, caller screening technology, and increasing digital noise are reshaping student engagement—and what marketers can do to adapt.

Timestamps

 * 00:00 - 01:20 | The Contact Rate Problem Rustam introduces the growing trend of declining contact rates across multiple institutions and program types.
   
 * 01:21 - 05:12 | Investigating the Root Causes Analysis of historical data, common assumptions about lead quality and staffing, and emerging external factors affecting outreach success.
   
 * 05:13 - 06:52 | Why Context Matters More Than Ever The importance of multi-channel communication, setting expectations, and giving prospects context before outreach occurs.
   
 * 06:53 - 08:50 | Speed-to-Lead and Operational Fundamentals Why rapid response times, proper caller ID setup, and communication sequencing can improve engagement.
   
 * 08:51 - 10:51 | Personalized Follow-Up and Alternative Engagement Channels Tailoring messaging to student goals and exploring live chat experiences as an alternative to phone-based engagement.
   
 * 10:52 - 13:29 | Understanding the Modern Student Reality Examining the noise, distractions, responsibilities, and emotional circumstances prospects face when they inquire.
   
 * 13:30 - 15:58 | From Contact Rates to Meaningful Engagement Reframing the KPI conversation from answered phone calls to meaningful engagement and student intent, followed by practical action items for marketers.
   

Key Takeaways

 * Declining contact rates are increasingly influenced by external factors, not just lead quality or enrollment operations.
 * Students are screening more calls and have more communication choices than ever before.
 * Multi-channel communication (text, email, phone, chat) is becoming essential for creating context and trust.
 * Speed-to-lead remains important, but relevance and consistency across touchpoints matter just as much.
 * Higher-ed marketers should shift their focus from improving contact rates alone to creating meaningful engagement experiences that align with how students want to interact.

Not Lead Quality

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 awareness
   Rustam introduces the idea that many institutions believe their reputation extends far beyond where the data actually shows influence.
 * 01:13 – The “driving distance” enrollment reality
   Discussion 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 study
   A 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” mindset
   Rustam 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 resonance
   Practical ways marketers can identify geographic performance zones using CRM, application, CPC, and enrollment data.

Weak Signal

In this episode, Ken Freire sits down with Jason Moore, founder of Midnight Oil Productions, to explore how AI is reshaping storytelling, content creation, and even the church world. Jason shares how he helps businesses and churches communicate their message more clearly, why human creativity still matters in the age of AI, and practical ways entrepreneurs can start using AI without feeling overwhelmed.

The conversation dives into ethical AI usage, the importance of keeping your “soul” in your work, and how AI should function as a collaborative partner instead of a replacement for human creativity. Jason also breaks down how he’s using AI tools to grow his audience, scale his content strategy, and sharpen his creative process.

Resources Mentioned

• Midnight Oil Productions – https://midnightoilproductions.com/

Timestamps

• 00:01 – Jason Moore’s background and how he helps churches and businesses tell compelling stories

• 04:18 – Why storytelling and communication became Jason’s life mission

• 06:22 – How to simplify your message and identify the three things you should be known for

• 11:19 – The importance of objective feedback when refining your brand and messaging

• 14:24 – Ethical AI usage: why AI should be a “do it with you” tool instead of “do it for you”

• 17:25 – Practical ways beginners can start using AI in business today

• 19:36 – How to avoid confirmation bias and use AI as a collaborative thought partner

• 22:28 – Why iterative prompting beats trying to create the “perfect prompt”

• 24:39 – Using AI to improve creativity, productivity, and content workflows

• 26:50 – How Jason used AI-powered content creation to grow to 32,000+ followers

• 30:31 – AI image generation, design workflows, and improving your prompting skills

• 34:10 – Jason’s expert-led business trend report: reels, AI mastery, sales struggles, and the future of media

• 37:29 – The legacy Jason hopes to leave behind through storytelling, creativity, and helping others communicate clearly

Connect with Jason Moore

• Website – https://midnightoilproductions.com/

• Email – mail@midnightoilproductions.com

• Facebook – https://facebook.com/rubberpoultry

How He Gained 32,000 Followers Using AI as a Creative Partner

In this episode, Ken Freire sits down with Casey Watts, founder of Casey Watts Coaching and Consulting, to unpack the power of clarity in leadership, entrepreneurship, and productivity. Casey shares the story behind her “Clarity Precedes Capacity” philosophy and walks through her Clarity Cycle Framework for helping entrepreneurs and leaders reduce overwhelm, focus on what matters, and create sustainable growth. The conversation also dives into productivity systems, quarterly planning, podcasting as a networking engine, and how expert-led businesses can build profitable, relationship-driven brands without burning out.

Resources Mentioned

 * Casey Watts Coaching & Consulting - https://catchingupwithcasey.com/
 * Casey Watts on LinkedIn (“Catch Up With Casey”) - https://www.linkedin.com/in/caseywatts/
 * Full Focus Planner (Michael Hyatt) - https://fullfocus.co/planner/
 * Kairos Unstoppable Planner (Kelly Roach) - https://thekellyroach.com/
 * Working Genius Assessment - https://www.workinggenius.com/

Timestamps

 * 00:00 – Introducing Casey Watts and the Mission of Clarity-Driven LeadershipCasey shares her background in education, leadership consulting, and helping organizations create alignment through clarity.
   
 * 03:00 – The Origin of “Clarity Precedes Capacity”Casey explains how communication gaps between leaders and teams inspired her Clarity Cycle Framework.
   
 * 06:50 – Breaking Down the Clarity Cycle FrameworkA step-by-step walkthrough of Casey’s six-part framework for helping entrepreneurs and leaders gain focus, define goals, and execute effectively.
   
 * 12:20 – Why Entrepreneurs Struggle With ExecutionCasey and Ken discuss productivity systems, physical planners, weekly planning routines, and how to avoid overwhelm.
   
 * 17:45 – Adapting Goals and Making Business PivotsThe conversation explores flexibility in entrepreneurship, tracking data, CEO scorecards, and using metrics to make smarter decisions.
   
 * 22:15 – Casey’s Business Model and Revenue StreamsCasey breaks down how speaking engagements, consulting, books, and podcasting all work together to grow her business.
   
 * 25:40 – Podcasting as a Networking and Relationship EngineKen and Casey discuss why podcasting is one of the most effective ways to build deep relationships and expand professional networks.
   
 * 29:15 – Expert-Led Business Trend ReportCasey shares insights on podcast experimentation, CRM challenges, quarterly book launches, the future of consulting, and the legacy she hopes to leave behind.
   

This Productivity System Actually Works for Founders

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

The AI Signals

In this episode, Ken Freire sits down with fundraising consultant and podcast host Randy Dirks to unpack how he went from having no podcasting experience in November 2025 to building a thriving consulting business generating over $7,700/month in recurring revenue within a few months. Randy shares how he leveraged storytelling, relationship-building, LinkedIn content, and consistent podcasting to land high-value nonprofit consulting clients and create a legacy-focused business centered on impact, faith, and family. Together, they discuss the mindset, execution, and systems required to build a successful solo business in the age of AI and content-driven authority.

Resources Mentioned

 * Randy Dirks - https://randydirks.com/
 * Randy's Linkedin - https://www.linkedin.com/in/randydirks/

Timestamps

 * 00:00 – Randy’s journey into podcasting and consulting
   Randy shares how discovering StoryBrand and Donald Miller inspired him to launch a consulting business and podcast despite having no prior podcasting experience.
 * 03:39 – Overcoming imposter syndrome and finding your unique value
   Randy explains why he believed he could compete in a crowded consulting market by leaning into storytelling, donor relationships, and decades of experience.
 * 08:17 – The 21-day podcast challenge and learning through execution
   Ken and Randy discuss the importance of taking action, building momentum quickly, and learning podcasting by doing instead of over-preparing.
 * 10:04 – Clarifying the ideal client and growing authority on LinkedIn
   Randy shares how refining his niche and consistently posting LinkedIn articles helped him attract consulting opportunities organically.
 * 11:43 – Landing consulting clients and generating recurring revenue
   Randy breaks down how he secured consulting retainers worth $4,500/month and $3,300/month, along with additional opportunities in the pipeline.
 * 18:01 – Using assessments and value ladders to close clients
   Ken highlights Randy’s strategy of diagnosing nonprofit pain points before presenting offers, increasing trust and positioning.
 * 19:17 – The character traits behind successful solopreneurs
   Randy and Ken discuss execution, consistency, adaptability, continuous learning, and staying focused on a specific audience.
 * 24:19 – Building legacy, impact, and financial freedom
   Randy shares his long-term vision of serving nonprofits, supporting his grandchildren, creating generational wealth, and building a retreat space for international workers.
 * 30:07 – The power of consistency and knowing your “why”
   Randy closes with encouragement about maintaining vision, staying faithful to the mission, and pursuing meaningful long-term goals through steady action.

This Podcast Strategy Made Him $7,700/Month in 5 Months

In this episode, Ken Freire sits down with Jesse Barnett, founder of Message Accelerator, to unpack how solopreneurs can clarify their message, overcome the “curse of knowledge,” and use both human insight and AI tools to communicate ideas that truly resonate. Jesse shares practical frameworks for crafting a clear, repeatable message, explains why simplicity beats complexity, and offers encouragement for emerging coaches who feel stuck or afraid to publish. The conversation also dives into balancing a side business, leveraging LinkedIn for growth, and navigating the opportunities and risks of AI in content creation. fileciteturn0file0

Resources Mentioned

• LinkedIn – https://www.linkedin.com/in/jesselbarnett/
• Message Clarity Company – https://messageclarity.co/ [https://messageaccelerator.com/]
• Range (book by David Epstein) – https://www.penguinrandomhouse.com/books/550191/range-by-david-epstein/

Timestamps

• (00:00) Introduction to Jesse Barnett and his work helping people clarify their message
• (02:30) The real difference between average and great books: message clarity before writing
• (04:15) The “curse of knowledge” and why experts struggle to communicate simply
• (06:00) Practical ways to clarify your message (brainstorming partners, externalizing ideas)
• (08:00) Using AI as a tool—how to avoid confirmation bias and content overload
• (10:00) Why simplicity and a clear audience are essential for business growth
• (12:30) Narrowing your focus: choosing one core message instead of chasing everything
• (15:30) Editing, cutting content, and staying true to the core message
• (18:30) Building a side business using LinkedIn and consistent value creation
• (21:30) Overcoming fear of publishing and why imperfect action beats waiting
• (24:30) Measuring what matters: relationships and clients over vanity metrics
• (29:00) Encouragement for emerging coaches to share their message and take action
• (31:00) Rapid-fire business insights: experiments, challenges, goals, and AI disruption
• (34:45) Jesse’s legacy: faith, family, and helping meaningful messages reach the world

The $100K Message Framework Every Coach Needs

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

SEO is Changing

Practical AI for real marketers. Tools, workflows, and honest conversations to help you move faster, build better, and stay human in the age of AI.

AI-Driven Marketer: Master Practical AI Marketing Skills

Solo:Scaled is the podcast for ambitious solopreneurs who want to grow a 7-figure business without building a big team. Hosted by Dan Sanchez and Ken Freire, this show explores how AI, smart systems, and lean strategy are unlocking a new era of solo success. Whether you're scaling your coaching business, consulting practice, or content brand, you'll get real talk, expert interviews, and behind-the-scenes updates on our own journey to build a powerful, profitable business—with freedom, not burnout.

Solo:Scaled

You were called to serve, not just in church, but at work. Buried Talent is a weekly podcast for Christian young professionals who feel called to meaningful impact for Christ during their 9-to-5. Each episode dismantles a false belief about faith and work, exposing the lie, replacing it with liberating biblical truth while offering a small action to activate your God-given purpose right where you are. Hosted by entrepreneur and faith-driven operators Patrick Lowndes and Ken Freire, this show helps you unbury your workplace calling and live sent on Monday just as much as Sunday.

Buried Talent

ROI University is the podcast for higher-ed marketers ready to lead meaningful change. Hosted by Rustam Irani, this solo series helps you unlock higher enrollment, deeper student connection, and the internal clarity to do your boldest work. It’s not just about tactics, it’s about becoming the kind of leader your institution needs. Get ready to raise outcomes across the board: for your students, your team, and yourself.

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