The University of Iowa Office of Student Financial Aid is celebrating Communications Manager Vanessa Wiest, who received the 2025 Outstanding New Professional Award from the Midwest Association of Student Financial Aid Administrators (MASFAA) during the association's annual conference, held October 12 through 15, 2025, in Saint Charles, Missouri.

Presented by MASFAA President Betsy Johnson, the Outstanding New Professional Award recognizes a financial aid professional with fewer than five years in the profession who has made exceptional contributions at the institutional, state, regional, and national levels. The award honors emerging leaders whose leadership, service, and innovation strengthen the financial aid profession and improve the student experience.

At the University of Iowa, Vanessa has helped transform how the Office of Student Financial Aid communicates with students and families. She develops communication strategies that connect the office's website, segmented email campaigns, social media, handouts, digital displays, presentations, and other student-facing resources into a unified experience. Her work ensures students receive clear, consistent information across every touchpoint, making it easier to understand financial aid requirements, navigate complex processes, and take action at the right time.

Her expertise in strategic financial aid communications has also earned national recognition. In September 2025, Vanessa was invited to serve as an expert panelist for the National Association of Student Financial Aid Administrators' (NASFAA) Voices of NASFAA: Ask Me Anything series on financial aid communication. During the live discussion, she shared practical approaches to creating more intentional, student-centered communications, encouraging institutions to lead with curiosity, continuously evaluate how they communicate, and focus every message on a clear purpose. She also emphasized the importance of maintaining a multi-channel communications calendar alongside an operational calendar to ensure students receive the right information, through the right channel, at the right time.

One example of that work was leading the complete redesign of the Office of Student Financial Aid website, guiding the project from planning through launch. The redesigned site features streamlined navigation, accessible content, and a student-centered structure that helps students and families quickly find the information they need while reducing barriers to accessing financial aid resources.

Beyond the University of Iowa, Vanessa has become an active leader within both the Midwest Association of Student Financial Aid Administrators (MASFAA) and the Iowa Association of Student Financial Aid Administrators (IASFAA). She currently serves as Program Chair for the 2026 MASFAA Annual Conference, where she is leading the development of an engaging educational program designed to foster collaboration, innovation, and professional growth for financial aid professionals across the Midwest. She also serves on MASFAA's Electronic Services Committee, managing the conference and registration websites while helping strengthen member engagement through the association's social media channels.

Within IASFAA, Vanessa serves as Treasurer-Elect and has previously chaired both the Program and Communications Committees. She has helped shape statewide professional development opportunities, led conference planning efforts, strengthened association communications, and presented on topics including FAFSA simplification and college cost transparency. Through her communications work, conference planning, and volunteer leadership, she has focused on building community, encouraging collaboration, and creating opportunities for financial aid professionals to learn from one another and better serve students.

Reflecting on receiving the award, Vanessa said the recognition was one of the most memorable moments of the conference.

"Receiving the award was incredibly meaningful, but what means even more are the people who have encouraged me along the way. I'm grateful to be part of a profession that values collaboration, shares ideas so generously, and invests in new professionals. I'm thankful for everyone who has supported me and look forward to continuing to learn, contribute, and give back."

Vanessa is the third member of the University of Iowa Office of Student Financial Aid to receive the MASFAA Outstanding New Professional Award. Jess Graham received the honor in 2024, and Kelsey Ryder was recognized in 2018. The continued recognition of University of Iowa staff reflects the office's longstanding commitment to innovation, collaboration, professional leadership, and student-centered service.