Mindful School Marketing

Your athletics program may not have changed dramatically in the last decade. But everything around it has. NIL (Name, Image, Likeness). Changing college recruiting and eligibility. Club sports. Specialized training. Sports academies. Rising parent expectations. Families today have more options, more information, and often very different expectations for what a strong athletic experience should provide. So what does that mean for independent and private schools? In this episode of the Mindful School Marketing Podcast, Aubrey talks with Mike Marich, founder of Mindset Curated, about why schools need to look beyond wins, losses, championships, and college commitments and think more strategically about the role athletics plays in the overall school experience. Mike brings a unique perspective to the conversation as a former college athlete, independent school marketing and communications director, athletic director, and coach. Together, Aubrey and Mike explore how the changing athletics landscape affects not only athletic departments, but also enrollment, retention, marketing, and the way schools communicate their value to families. Why listen? Even if your school would never describe itself as an “athletic powerhouse,” athletics can be an important part of how students find belonging, how families experience your community, and how prospective parents evaluate your school. The bigger question is whether your school is being intentional about the experience it wants to create and whether your marketing actually communicates that experience. In this conversation, you’ll hear about: Why Mike believes we’re seeing a “flight to quality” in athletics How club sports, specialization, college athletics, and parent expectations are changing the independent school landscape Why schools should evaluate athletics based on more than wins and losses Mike’s 4 C’s of coaching: culture, communication, connection, and craft How athletics can support enrollment and retention, even at schools without highly competitive programs Why misalignment between athletics, admissions, marketing, and school leadership can create problems for families What schools should consider before adding new sports or programs How marketers can tell better athletics stories by capturing everyday moments, relationships, growth, and student development A simple way school leadership teams can begin auditing their athletics programs now One of Mike’s biggest challenges to schools is simple: be strategic about your programs, own the narrative around why you offer them, and invest in the people who lead them. Because families don’t just need to hear that you have “great coaches” or a “great athletics program.” They need to understand why it’s great, what their child will experience, and what makes your program worth choosing. That framing comes directly from Mike’s emphasis on going beneath generic claims like “great coaches,” using the 4 C’s to evaluate programs, and showing the real moments of connection and development happening away from the scoreboard. He also repeatedly connects clear expectations and alignment among athletics, enrollment, marketing, and leadership to stronger enrollment and retention outcomes.

Families aren’t just Googling “best private school near me” anymore. They may be asking AI detailed questions about their child, comparing schools across multiple platforms, reading reviews, watching videos, and researching your school for months—or even years—before they ever fill out an inquiry form. In this episode, Aubrey talks with Heather Burchfield and Moira Anderson of Truth Tree about what this changing enrollment journey means for school marketers and admissions teams. They explore how schools can make sure AI—and families—understand what truly makes them different, why generic claims without proof are becoming even less effective, what happens inside the “dark funnel” before a family inquires, and how Google, Meta, YouTube, retargeting, reviews, and website content work together. In This Episode, We Discuss: Why AI is becoming more like a personal advisor for prospective families How to “own the narrative” with proof, testimonials, credentials, and specific outcomes Why the inquiry form is a lagging indicator, not the start of the relationship How the “dark funnel” is changing school enrollment marketing Where Google, Meta, YouTube, and retargeting fit What metrics to watch before enrollment numbers come in Practical changes schools can make right now And Heather and Moira leave listeners with a few simple “Monday morning” actions that can immediately strengthen a school’s digital presence and enrollment experience.

As we kick off a new school year, I’m bringing back one of our favorite conversations, a live panel recorded at the Small School Leaders Conference. It captures something I hear constantly from small school marketing teams: the reality of being one person, or maybe one and a half, trying to keep up with an ever-growing list of channels, campaigns, and expectations. I’m joined by three marketers who live in that reality every day. Lori Kriegel from Wooster School, Andrea Jenkins from St. Luke’s Episcopal School, and Barb Doyle from Renbrook School sat down with me to talk through what they’d outsource if they could, where they’d put extra budget, and how AI has actually changed their day-to-day work. It’s an honest, practical conversation, and a great one to have in your ears as you set your priorities for the fall. In This Episode, We Discuss: What each of these small-shop marketers would outsource first if they could wave a magic wand tomorrow Where they’d put the first dollars if their marketing budget doubled, and why people usually come before ads or tech The systems they use to stay consistent with content without recreating the wheel every week How AI has changed their competitor research, blog writing, and daily workload, and where they’re still being careful What’s actually working right now with paid digital advertising, and how they measure it Why having a tribe of fellow school marketers matters as much as any paid partner How they get teachers and staff involved in capturing content without adding to their plates Their approach to marketing phones, photo storage, and keeping everything organized

As we head into a new school year, this is exactly the kind of episode I want school leaders to hear early. I sat in on Jason Craige Harris’s session at the LeadTeam Summit, where he broke down what it actually takes to build a strategy for culture that works, and I left that room energized in a way that stuck with me. So when he joined us on the podcast, I wanted to go even deeper. Jason is a strategist, mediator, and mindfulness teacher who spends his time helping leaders navigate conflict and uncertainty without losing themselves in the process. We talk about what resilience actually requires, the difference between reacting to a moment and being ready for one, and how the small, consistent practices we build in private show up in how we lead in public. In This Episode, We Discuss: Why “powering through” isn’t real resilience, and what actually builds it The balcony metaphor Jason uses to get perspective in the middle of conflict How naming an emotion can measurably calm your nervous system The two types of practices, routines and in-the-moment resets, that keep leaders grounded Why schools tend to swing between all transaction and all relational, and what the middle looks like The pre-action and post-action reviews Jason recommends before big decisions What separates teams that bounce back from teams that just survive

Every spring, schools pour weeks of staff time and thousands of dollars into a gala or auction because that’s what has always been done, even as the return on all that effort keeps shrinking. Barbara Barron joins us in this conversation to talk about why that model is running out of road and what a school might do instead if it actually let it go. We also get into how many separate asks a family absorbs in a single school year before the annual fund even launches, why alumni giving looks so different for day schools than it does for boarding schools, and what it actually means to bring mindfulness into a fundraising conversation instead of running through a script. In This Episode, We Discuss: The approach Barbara uses to get marketing, development, and admissions rowing in the same direction Why galas and auctions have some of the lowest ROI in school fundraising, and where she recommends looking instead How alumni giving realistically differs between day schools and boarding schools, and why that changes the strategy Why the months leading up to the annual fund can quietly work against it What actually gets a school’s email opened when families are drowning in their inbox Why being a little imperfect in donor communication builds more trust than a polished message How reframing interruptions as “the work” changes what a fundraising conversation feels like