In this episode of EDU Unlocked, Ashish Fernando sits down with Kevin Thomas, Vice President of Enrollment Services & Student Success at the University of Central Arkansas, to discuss the growing questions around the value of higher education, student trust, and how institutions can better connect with students and families.

The conversation begins with a striking contrast in public perception: while many Americans believe higher education is heading in the wrong direction, a majority of students still trust their own institutions. Kevin explains that transparency and accountability are critical, and that students are right to expect strong career outcomes and a clear return on investment from higher education.

He also argues that institutions often struggle to tell their story effectively. Universities tend to focus heavily on curriculum and academics, while overlooking the broader student experience, the relationships, support systems, personal growth, and sense of belonging that define college life beyond the classroom.

Kevin reflects on his own journey into higher education, sharing how his passion for helping people and supporting student success shaped his career across residence life, advising, retention, and enrollment leadership. Throughout the conversation, he emphasizes that care, purpose, and human connection remain central to the work.

The discussion also explores UCA’s efforts to improve affordability and access through scholarship programs for Arkansas families earning under $100,000 annually. Kevin shares how proactive outreach, personalized communication, and financial support helped drive enrollment growth by reaching students who previously believed college was out of reach.

On the role of AI and automation, Kevin sees technology as an opportunity to reduce operational burden across admissions and student support teams, while still preserving the relationships and individualized guidance students value most.

The episode closes with an important insight for enrollment leaders: processes matter, but relationships matter more. Building trust, connection, and individuality is what ultimately shapes the student journey and strengthens institutional impact.