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.
In this episode, we are joined by David Willows and Suzette Parlevliet from [YELLOW CAR] a leading training and consultancy firm focused on helping schools stand out through experience strategy. Join us as we discuss how experience strategy works for independent schools and how it can help schools stand out. We also cover how to design intentional experiences for families and a tool that helps schools measure every stage of their journey to determine whether families are having a good experience.
In this special 100th episode of the Mindful School Marketing podcast, we’re celebrating an incredible milestone and reflecting on the journey that brought us here. Join us as we look back at how this podcast started, the lessons we’ve learned, and the amazing guests we’ve had the privilege to feature. We’ll share behind-the-scenes stories, insights into how marketing and education have evolved since 2021, and our favorite moments from the show. Plus, we’ll talk about the key themes and trends that have shaped not only our podcast but also the independent school community we’re so passionate about serving.
In this episode of Mindful School Marketing, we talk with Evan J. Harris, founder of Pathos Consulting Group, about the role of AI ethics in independent schools. Evan shares his journey into AI, offering insights on integrating AI tools responsibly to enhance efficiency while addressing key risks like data privacy and bias. He emphasizes the importance of better training for non-classroom staff, maintaining authentic communication, and engaging both internal and external communities. Evan also highlights the power of storytelling in building strong organizations and provides practical advice for schools starting their AI journey.
In this episode of Mindful School Marketing, we are joined by Bob Thomas, Head of School at the Walden School in Pennsylvania. Bob shares his journey through school leadership, emphasizing the impact of diversity, equity, and servant leadership. He recounts an inspiring letter about his father's achievements as an African American leader and the significance of servant leadership principles learned from Robert Greenleaf. The conversation also covers the importance of listening, storytelling, and creating inclusive school environments. Bob offers insights into how independent schools can foster a more supportive climate for leaders of color and emphasizes the community's role in driving systemic change. Mentioned in the episode: PDF of letter: https://drive.google.com/file/d/1oEx56yunICiZv2BFwRLbFC4QS8-cKyrt/view?usp=sharing Volvo Ad: https://www.youtube.com/watch?v=42ZMi0DnMtE