Claim OwnershipMindful School Marketing
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The Mindful School Marketing podcast discusses topics relevant to independent school administrators and marketers for K-12 independent private schools and camps. The podcast offers a mix of discussions and interviews with professionals both within and outside of the independent school community. We will cover the connection between mindfulness and success at work and at home, and how mindfulness applies to effective independent school marketing and administration. Co-hosts Aubrey Bursch and Tara Claeys conduct casual and meaningful conversations to help their listeners discover new strategies, tactics, ideas and tools for improving their school enrollment and retention, productivity, and overall happiness.
121 Episodes
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As we wrap up the year, it’s just the two of us, Aubrey and Tara, reflecting on what we’ve learned from our guests and what’s ahead for schools in 2026. This year, so many of our conversations have come back to two big shifts: the rise of millennial parents as today’s primary decision makers and the growing role of AI in how families search for and evaluate schools.
In this episode, we’re sharing how these changes are transforming school marketing and admissions and what you can do to keep up. From phone call anxiety and value-driven messaging to AI-powered search results and website structure, we’re talking about what schools must adapt to stay relevant in a digital-first world.
In This Episode:
What millennial parents want from independent schools and how they make enrollment decisions
Why authenticity and social proof matter more than polished marketing
How to rethink your website for AI-driven search and zero-click results
Simple ways to make your admissions process work for digital-first families
A fun AI test you can try to see how your school shows up in search
Our reflections from a year of meaningful conversations and what’s ahead in 2026
In this episode, we’re joined by Jesse Meadow, co-founder and Managing Director of Schoolcraft Digital, where he helps independent schools across the country plan and implement marketing strategies that truly connect with today’s parents.
Jesse shares how the idea of The Fourth Turning can help school leaders understand the times we’re in and lead with purpose. We explore what it means to run a school during a crisis era, how to communicate with clarity when everything feels uncertain, and how to ground your marketing in mission and trust.
Key Takeaways from This Episode
How the Fourth Turning explains the era of crisis schools are facing today
Why clarity over complexity is the principle every school should prioritize
Ways to stay mission-focused and build community trust in uncertain times
How data and calm leadership can help schools navigate ongoing change
In this episode, we sit down with David Madison, Executive Director of the National Association of Episcopal Schools (NAES). David shares how Episcopal schools define their identity and communicate their mission in ways that serve both their faith-based roots and their wider communities. He offers insights that every independent school leader can apply when clarifying values, strengthening culture, and building trust with families.
Key Takeaways from This Episode
The four pillars of Episcopal identity and how they shape school culture and leadership
Why clarity and transparency are essential in admissions and marketing communications
Common challenges facing independent and faith-based schools today
How strong leaders use mission to guide hiring, retention, and community building
Practical ways to differentiate your school and articulate what makes it unique
How to balance faith traditions with inclusivity and belonging
As school communicators, we know how complex it can be to navigate today’s conversations around diversity, equity, and inclusion. In this episode, we sit down with Jan Abernathy, Chief Communications Officer at The Browning School and principal at Jan Abernathy Strategic Communications, to explore how schools can stay grounded in their mission while addressing sensitive topics in ways that truly build community.
Jan shares why language matters, how schools can balance different stakeholder perspectives, and why it’s crucial to not only “talk the talk” but also “walk the walk.” We dig into practical strategies for creating inclusive messaging that supports both students and families, and we also touch on how AI tools can help schools strengthen communications with greater awareness and clarity.
In This Episode, We Cover:
How today’s political climate is influencing DEI conversations in schools
Why grounding communication in your school’s mission builds consensus
Practical examples of inclusive communication that benefit all families
Ways to address differing stakeholder perspectives without losing credibility
The role of listening and market research in understanding parent language
How AI can be used to test and refine school communications
The microschool movement is gaining momentum worldwide, reshaping how families and educators think about learning. In this episode, we sit down with Whitney Retzer of the Microschools Network to explore how these intentionally small learning environments are redefining education. From pandemic-driven shifts to global innovation, Whitney shares what’s fueling their rapid growth and why so many families are drawn to them.
You’ll hear how microschools create community, flexibility, and a sense of belonging that traditional models often lack. Whitney also discusses how independent schools can collaborate with microschools, the challenges of visibility and marketing, and where this educational movement is headed next.
In This Episode
What defines a microschool and how it differs from traditional and independent schools
Why families are increasingly choosing microschools for their children
The pandemic’s role in accelerating growth in alternative learning models
How microschools are thriving globally, from digital nomad hubs to refugee camps
Marketing and visibility challenges microschools face (and how they overcome them)
Ways independent and private schools can collaborate with microschools
Enrollment growth and student diversity do not happen by chance. They require clear messaging, intentional strategy, and authentic community engagement. In this episode, we talk with Dr. Tiffany Bridgewater about the practices that helped her school increase enrollment and boost student diversity, and how you can apply the same principles in your own community.
Tiffany shares what worked in her decade at Louisville Collegiate School and now as a consultant guiding schools nationwide. From involving faculty in admissions to tailoring tours to family needs, she emphasizes relationship building as the key to long-term success.
Episode Highlights
Branding strategies that helped a lower school grow enrollment
Practical ways to involve faculty in the admissions process
Using data to personalize tours and family conversations
Moving from transactional admissions to relationship-driven community building
Retaining students of color and supporting belonging
Red flags schools should avoid when presenting themselves to families
How mindfulness informs Tiffany’s leadership and coaching
Conflict is an everyday reality in schools, whether it’s navigating project delays, managing stretched teams, or finding common ground across departments. In this episode of Mindful School Marketing, we’re joined by Bridget Johnson, founder of the Dean’s Round Table and Bridget Johnson Coaching and Consulting. Bridget specializes in professional development for student life professionals, and she shares actionable tools that help leaders manage conflict with clarity, empathy, and intention.
From proactive communication strategies to building relationships before conflicts arise, Bridget highlights practical steps any school leader can take to create healthier, more collaborative working environments. If you’ve ever felt stuck waiting on decisions, caught between competing priorities, or pulled into emotionally charged situations, you’ll find this conversation full of strategies you can put into practice right away.
In This Episode:
How to set clear timelines and create respectful follow-up systems
Using active listening and shared interests to solve interdepartmental conflicts
Practical ways to stay calm and fact-based when emotions run high
Why building relationships before conflict is key to resolving challenges
Establishing clear expectations and professional conduct standards across teams
How mindfulness can help leaders pause, reframe, and respond with intention
In this episode of Mindful School Marketing, we sit down with Barbara Barron, a seasoned consultant in independent school advancement, to challenge outdated fundraising tactics and explore more effective ways to engage school communities. From reimagining galas to building mission-driven collaboration between marketing and development, Barbara shares fresh, realistic insights for today's school landscape.
We also discuss why alumni giving is often misunderstood, how over-asking impacts donor fatigue, and why thoughtful timing and communication matter more than ever. Barbara’s approach is both strategic and compassionate, offering a path forward that respects the time, energy, and values of families and school staff alike.
In This Episode, You’ll Hear:
Why marketing and development teams should collaborate closely
A smarter alternative to galas and auctions (and why the ROI matters)
What schools often get wrong about alumni fundraising
How to reduce “ask fatigue” and sequence requests more effectively
Tips for breaking through inbox noise with authentic communication
How mindfulness and presence can transform fundraising conversations
In this episode of Mindful School Marketing, we’re joined by Christina Dotchin, Vice President of Member Relations at the Enrollment Management Association (EMA). Christina shares a behind-the-scenes look at EMA’s pivotal role in supporting over 1,200 independent schools and 20,000 members through research, enrollment tools, and professional development.
We dive into the latest enrollment trends emerging from EMA’s recent reports, including the State of the Independent School Enrollment Industry, Ride to Independent Schools, and their newest study on Family Perceptions of Value and Affordability. Christina reveals what families really care about when choosing a school, and the data might surprise you. From rising waitlists to the continued importance of college outcomes, this episode will help school leaders and marketing teams understand what’s shifting and how to respond.
In This Episode:
What EMA’s recent merger with ERB means for schools
Key takeaways from three major enrollment reports
What families say they value most and what they won’t compromise on
How to use data to make strategic decisions instead of relying on gut feelings
Rethinking the ROI of open houses
The surprising factor that still drives high school enrollment decisions
Why being mindful and present matters in enrollment conversations
Mentioned in the episode: https://www.enrollment.org/professional-development/enrollment-management-spectrum
AI is everywhere right now, but how can school marketers and leaders use it to save time and increase personalization without losing the heart of their message? In this episode, we talk with Jordache Johnson, AI strategist and founder of Never Tech Behind, about how to integrate AI into your school’s systems in a smart and human-centered way.
Jordache shares how schools can apply his signature ADAPT System, DICE Method, and AHAA Framework to get real results without overhauling everything at once. We explore where to start, how to train your team, and why your school’s voice and values matter more than ever in this new tech landscape.
In This Episode:
What generative AI is and how it’s different from traditional AI
Why schools should start by looking at their workflows, not the tools
Simple ways to personalize AI tools using your own data and examples
How to use the DICE Method to help AI sound more like your school
Common AI mistakes schools make and how to avoid them
Jordache’s top tool recommendations for note-taking, organizing, and content support
What makes ChatGPT, Claude, and Gemini different and when to use each one
How to build an AI council and responsible policies inside your school
Brendan Schneider is back to talk about the real-world impact of his annual MarCom Society Salary Survey. As the founder and CEO of SchneiderB Media, Brendan helps schools grow enrollment through his Fractional Digital Marketing program, SchoolMarketingCRM, and as a leading voice in inbound marketing and the use of AI in schools. In this episode, Brendan breaks down what the survey revealed and what school leaders need to know about resourcing, retention, and the reality of today’s marketing roles.
We talk about:• The concerning lack of professional development funding for MarCom pros• How outdated hiring practices are holding schools back• Why marketing roles are expanding but support is not keeping pace• What school leaders should really be doing with AI and what to avoid• The top mistake Brendan sees schools making in their marketing• Practical ideas for giving your team more time to think strategically
Mentioned in the Episode:
https://www.schneiderb.com
https://amzn.to/430vtrt
Today we’re joined by Chris Pryor, Founder and Principal of LeadTeam Partners. With over 20 years of experience in independent schools, Chris now supports school leaders through School Partner Connect, a community designed to help schools navigate partner and consultant searches with confidence. His work helps leaders stay focused on day-to-day operations while delegating with clarity.
In this episode, we explore:• What to outsource and what to keep in-house• How to avoid common pitfalls in consultant partnerships• The cost difference between employees and contractors• How small schools can make outsourcing more affordable• Why alignment and communication are essential before hiring outside help
Mentioned in the episode:
LeadTeam Partner's Website: www.leadteampartners.com
Submit a Project to School Partner Connect: https://www.leadteampartners.com/schoolproject
School Partner Connect Summit (August 18--19): www.leadteampartners.com/school-partner-connect-summit
Today we’re joined by Cheryl Fischer, a certified Life and Mindset Coach and host of the Mind Your Midlife podcast. Cheryl spent over a decade as a secondary school teacher and now works with educators and professionals to help them shift the stories they tell themselves—from stuck and overwhelmed to capable, confident, and clear.
This conversation is full of honest reflections and practical strategies for anyone navigating the pressures of school leadership, team dynamics, or personal change. Cheryl brings warmth, insight, and a deep understanding of the emotional weight many educators carry.
Highlights include:• Why awareness is the first step to any meaningful mindset shift• How to interrupt the “loop” of negative self-talk• The stories school leaders often carry—and how to rewrite them
This special episode was recorded live at the VAIS Advancement Institute, where we hosted a panel conversation with three marketing and enrollment leaders from very different school environments. From large boarding schools to small community-focused campuses, each panelist brought a unique lens to what’s working in school marketing—and what’s changing fast.
We covered everything from navigating leadership and board expectations to making the most of limited resources. The conversation surfaced trends, challenges, and simple shifts schools can make right now to better connect with prospective families.
Highlights include:• Where schools are seeing the highest ROI in their marketing• Why families really choose your school• The growing importance of community connection over promotion
Today, we’re welcoming back Peter Baron, founder of Moonshot OS and a Certified Top Coach. Peter has spent years working closely with independent school leaders, and in this episode, he shares fresh insights on the evolving challenges schools face and how marketing, leadership, and operational systems all play a critical role in building resilience.
We dive into:
The surprising results of Peter’s pulse survey on business competencies for school leaders
Why marketing strategy ranked lower than expected and why it matters now more than ever
How to build a modern, sustainable operating system that turns strategic plans into real action
What schools must do to stay competitive as the education landscape shifts
The changing expectations of millennial and Gen Z families and how to meet them
When a tuition reset makes sense and when it doesn’t
In this powerful and heartfelt conversation, we’re joined by Jonathan Lee—coach, educator, mentor, and former independent school student and administrator—who shares his lived experience and offers a deeply insightful look at what true belonging looks like for students of color in independent schools.
Jonathan doesn’t shy away from the hard truths, and we’re grateful for his honesty as he reflects on the past, challenges the present, and inspires hope for the future. From the admissions funnel to alumni engagement to internal marketing and data collection, Jonathan brings a holistic lens to the work of creating equitable, inclusive school communities.
In this episode, we explore:
What schools often miss when trying to create belonging for students of color
How data (not just feelings) should guide DEI efforts
The powerful role alumni of color can play beyond donations
Why transparency is key in building trust with current and prospective families
How schools can use marketing more mindfully and authentically
Mentioned in the episode:
Mission and Vision Website: https://www.bridginglegaciesacrosscampuses.org/mission
How to submit a BIPOC Bio: https://forms.monday.com/forms/embed/429d081556ec25fd4248ac4e2088b50d?r=use1
In this episode, we’re joined by the brilliant and always insightful Chuck English of English Marketing Works. Chuck has partnered with dozens of independent schools across the U.S. and Canada, helping them clarify their messaging, sharpen their marketing, and truly stand out in crowded markets.
We loved this conversation because Chuck doesn’t just talk theory—he shares practical, real-world strategies schools can use to define what makes them unique and connect with families who value exactly what they offer.
Tune in as we chat about:
Why differentiation is more important than ever in today’s competitive school landscape
The Jobs to Be Done framework and how it can help schools better understand what families are really looking for
The danger of trying to be everything to everyone—and how to avoid it
How differentiation can impact enrollment, fundraising, staff recruitment, and retention
What it means to be mindful and honest about who your school is (and isn’t)
This episode is packed with wisdom, examples, and great reminders for school leaders and marketers alike. Whether you're in the thick of enrollment season or refining your strategic plan, you’ll walk away with plenty of ideas to bring back to your team.
We’re bringing back one of our most insightful conversations with Devin Donaldson, a nonprofit development expert who has led record-breaking fundraising campaigns. This episode is packed with strategies to help schools and nonprofits maximize fundraising through peer-to-peer giving and giving days.
Join us as we explore:
How peer-to-peer fundraising can expand your donor base and increase engagement.
The biggest mistakes organizations make with giving days—and how to avoid them.
Why donor communication and relationship-building are key to long-term fundraising success.
If you want to learn how to make fundraising more effective and sustainable, this episode is full of actionable insights you won’t want to miss!
We’re bringing back one of our most insightful conversations with Jesse Meadows, co-founder and managing director of Schoolcraft Digital. This episode is a must-listen for schools looking to use data-driven marketing to increase enrollment and engagement.
Join us as we dive into:
The biggest mistake schools make in their enrollment funnel—and how to fix it.
Why first-party data is more important than ever for school marketing.
How admissions and communications teams can work together to turn data into action and nurture prospective families effectively.
If you’re looking for smart ways to level up your school’s marketing strategy, this episode is packed with insights you won’t want to miss!
In this episode, we are joined by Michelle Mercurio, a brand catalyst and authenticist who empowers big-picture thinkers to be true to themselves, find their unique brands, and execute their goals in a way that aligns with their vision. Showing her clients how to showcase their unique stories to build connections, Michelle shares with us the power of storytelling and how schools can benefit from this meaningful and effective approach.
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