Enrolling With the Right Mindset: Personalizing Your Engagement with Gen Z

Learn how to improve engagement with Gen Z and boost application and inquiry generation efforts. This important presentation discusses how your enrollment office can optimize marketing and recruiting efforts by tailoring messages to your Student Mindsets™—now available within the enhanced ACT | NRCCUA profiles—and how you can apply this research to immediately improve student engagement.

Eduventures’ Prospective Student Research represents the largest student market segmentation and institutional identity study in the country, revealing the preferences of Gen Z college-bound students, including our Student Mindsets. This research provides critical direction for enrollment professionals as it informs their practices to better recruit, retain, and serve students. Recruiting this year’s class brings a unique array of challenges—concerns over affordability and willingness to travel amidst an ongoing pandemic—that require institutions to evolve engagement to be as student-centric and personalized as possible.



Kim Reid

Kim Reid

Eduventures Principal Analyst

Kim brings a wealth of advanced analytical capability in market research, assessment, and program evaluation to her work, and combines evidence and expertise to help clients make strategic decisions that shape the future of their institutions. She has over 20 years of experience in research and consulting in education. Most recently, Kim served as Vice President of Research Operations at Maguire Associates, a research-based consulting firm focused on enrollment management, where she created new lines of business in brand analytics specific to higher education, pricing and value, and strategic academic program management.

Kim graduated with a B.A. in philosophy from Duke University, holds an M.S. from the New House School of Public Communications at Syracuse University, and completed Ph. D. coursework in communications at Indiana University, Bloomington.

Brent Ramdin

Brent Ramdin


Brent brings more than 12 years of higher education industry experience, and was most recently the president of dialogEDU, an e-learning company focused on healthcare education. Brent’s passion for NRCCUA and its mission comes from his first tenure with the organization as its chief product and strategy officer from 2012 to 2013. Brent’s passion for finding efficiencies and improving student and staff experiences will be key to the continued evolution of Encoura. He earned his MBA and BS in information systems from Florida Atlantic University.