Raised with digital devices in-hand and information at their fingertips, meeting Gen Z where they are requires institutions to upgrade their marketing departments and rethink how they connect with prospective students. Katharine Johnson Suski has worked in admissions for over 20 years, and during that time, she's seen firsthand how marketing to students has evolved. Now, as the Executive Director of Admissions and New Student Programs at Iowa State University, Katharine spends her time leveraging technology to better reach Gen Z. Today, she explains why authentic communication is key, what it’s been like operating a remote team, and how recent challenges have created new opportunities for inclusivity and access.