Mindful School Marketing

Enrollment looks different than it did even two years ago, and the pressure to figure out what s actually moving families from inquiry to enrolled is real. The COVID bump has leveled off, parent expectations have shifted, and the mental load of carrying your school s enrollment goals while wearing every other hat is not getting lighter. In this episode, I sit down with Marnie Schattgen from Fredericksburg Academy, Matt Thornton from Robert C. Parker School, and Matthew Farley from James River Day School for an honest panel conversation about what s working right now. These are small school leaders doing this work every day, and what they share is grounded, practical, and immediately useful. In This Episode, We Discuss: How parent behavior in the admissions process has shifted, including the expectation of instant responses and a changing sense of partnership with schools What the admissions funnel actually looks like post-COVID and where the real drop-offs are happening Why the traditional open house model is working for some schools and completely gone for others, and what they re doing instead How student-led tours and in-the-moment campus experiences are converting families more effectively than formal events The onboarding strategies schools are using to build connection with newly enrolled families before the first day of school What the financial aid conversation looks like right now, including families who need it but don t ask and families who apply but probably shouldn t How these leaders are protecting their mental load through processes, planning, and leadership support that actually helps

Retention conversations tend to spike at re-enrollment time, but by then, a lot of the damage is already done. Families aren’t usually making their decision to leave in one moment. They’re collecting small data points all year long, quietly asking themselves whether the school still feels like the right place for their family. In this episode, we sit down together to talk through what’s actually driving retention challenges right now, and why the “who owns it” question is one schools keep circling without ever fully answering. We also walk through the Connect Four framework, four areas of connection that move the needle for families and help schools figure out where they need to lean in more. We also have a special announcement to share. This is episode 131, and after five years of building this podcast together, Tara is stepping away as co-host. It’s a bittersweet moment, and one that reflects exactly what this show has always been about: being mindful of where your energy is going and making intentional decisions, even when something good has to make space for something else. In This Episode, We Discuss: Why retention breaks down across small moments, not one big event, and what schools can do to close those gaps The misconception that silence from families means satisfaction, and what’s actually happening when you don’t hear from them Who really owns retention at most schools, and why the answer “everyone” often means no one How the admissions handoff creates the first major retention risk for new families, especially over summer The role of internal marketing in helping families understand and feel the value of your school Aubrey’s Connect Four framework: connection to peers, to the student experience, to the classroom, and to the teacher Why aiming for a B-minus retention plan you can actually implement beats a perfect one that never gets executed Tara’s reflection on five years of Mindful School Marketing and what mindfulness looked like in making this decision

By the time a family lands on your website, they’ve already done their homework. They’ve Googled, scrolled your social media, and asked around the neighborhood, so when they finally get to you, they’re not really browsing anymore. They’re evaluating. And the pages they land on first are either going to move them forward or send them somewhere else. In this episode, we dig into which pages on your school website are doing the most work right now and what it actually takes to make them count. From your homepage to your often-neglected contact page, we talk through what families are looking for in 2026, where most schools are falling short, and how to use your own data to make smarter decisions this summer rather than just going on assumptions. In This Episode, We Discuss: How to pull your top pages report in Google Analytics, what the engagement time data is actually telling you, and why the numbers can be more surprising than you’d expect Why families are visiting your faculty and staff page before they ever inquire, and what that means for how you build it What your homepage needs to answer right away, and the common mistakes schools make by leading with history and awards instead of fit Why hiding your tuition information tends to backfire, and how to use that page to build transparency and trust at the same time What your about page is actually for and why a committee-written mission statement isn’t doing the job anymore How to use AI as a collaborator on your website copy without losing your school’s voice or sounding like every other school out there The quick wins worth prioritizing this summer if your plate is already full

Parent feedback doesn’t have to wait until the end of the year when everyone is burned out and families have already made their decisions. In this episode, we talk about building a feedback system that runs throughout the year, so you’re catching issues early, not just documenting them after families have left. What we keep coming back to is the feedback loop. Gathering data only works if your community sees you doing something with it. When parents feel heard, they’re more likely to come back to you with concerns instead of taking them somewhere else entirely. In This Episode, We Discuss: Why spring is the right time to start building your feedback plan for next year The difference between a one-and-done end-of-year survey and a multi-pronged approach Why anonymity matters and how to set expectations around feedback from the very first back to school night How parent comments and survey responses can sharpen your school’s marketing messaging When a survey isn’t enough and third-party research makes sense The most common mistakes schools make when analyzing feedback, including over-indexing on negative comments How to sort and prioritize responses so your team can actually act on what you’re hearing

If you work at a school that serves students with learning differences, you already know your marketing has to do things other schools never have to think about. The families coming to you aren’t browsing options. They’re exhausted, they’ve already tried a lot of things, and they need to know you’re the right fit before they take one more leap of faith. In this episode, we sit down with Alli Williams, Head of School at The Pilot School, and Samantha Fleming, Director of Marketing at Oakwood School, to talk about what it actually takes to market a specialized school with both clarity and care. From how your website needs to do different work for these families, to why retention is one of the most powerful marketing levers you have, this conversation goes deep into the layers that make this kind of school marketing so demanding and so meaningful. In This Episode, We Discuss: Why the search for a specialized school is problem-based, not school-based, and how that changes everything about your funnel The financial friction point most specialized schools face when families never planned on paying tuition How Oakwood School redesigned their website with accessibility at the center, including font choices, layout, and text placement The tension between showing joy and demonstrating academic rigor in your social media and marketing content Why terminology like “learning differences,” “learning disability,” and “neurodivergent” each carry different weight depending on who’s searching and what they need How a strong retention strategy doubles as your most effective word-of-mouth marketing engine What traditional independent schools can learn from LD schools about mission clarity, expertise, and widening their messaging to reach families who never expected to choose private school

Burnout in schools isn’t just about being busy or overwhelmed, and it’s not something a day off or better time management can fix. In this episode, we unpack what burnout actually is, how it builds over time, and why so many school teams are feeling it more deeply right now. In this episode of Mindful School Marketing, we are joined by Brooke Carroll, principal, consultant, and coach at Acies Strategies, where she supports small school leaders through complex operational and leadership challenges. Brooke brings a clear and practical perspective to what’s really driving chronic stress inside schools, from unclear expectations to culture and workload realities, and where leadership and systems may be unintentionally contributing to it. If you’ve been feeling stretched thin or noticing it across your team, this conversation offers a more honest look at burnout and what can actually be done about it without adding more to already full plates. In This Episode, We Discuss: How burnout is defined and why most people mislabel it The stress continuum and how teams move from stress into burnout What excessive workload does to decision making and morale Where lack of clarity creates friction and second guessing How culture shows up in daily behaviors, not just stated values The pressure of being a team of one in marketing or enrollment Why burnout is often a systems issue, not an individual problem Ways leaders can shift team experience without adding cost What managing energy looks like in a real workday

A school website can look polished on the surface while problems quietly build behind the scenes. In this episode, Tara shares how school marketers can run a quick technical checkup to see whether their website is truly healthy. From page speed to mobile performance and broken links, you’ll learn the small set of checks that reveal how your site is really performing. Tara also explains which alerts are actually worth worrying about and which ones aren’t. Not every warning from Google or imperfect score requires immediate action, and understanding the difference can save schools a lot of unnecessary stress. Episode Highlights • The website speed benchmark Google recommends• Why mobile performance matters as much as desktop• How broken links impact search visibility and user experience• A simple way to make sure your website forms are still working• What an SSL security warning really means for visitors• Accessibility basics school websites should start addressing Links Mentioned In The Episode: GT Metrix Google’s Core Web Vitals Google PageSpeed Insights Search Console’s Core Web Vitals report Google’s Mobile-Friendly Test Screaming Frog  Broken Link Checker  UptimeRobot WAVE Accessibility Evaluator (free browser extension) Color Contrast Checker Design TLC Free DIY Website Checklist

In this episode of Mindful School Marketing, Aubrey and Tara sit down with Jason Craige Harris, a strategist, conflict mediator, and mindfulness teacher who works at the intersection of culture, leadership, and institutional life. Jason brings deep wisdom to the conversation about what it truly means to lead with steadiness in uncertain times. From navigating school crises to making high-impact strategic decisions, Jason shares how resilient leadership begins with inner work. He explains why suppression is not the same as steadiness, why naming emotions actually changes brain chemistry, and how leaders can balance urgency with reflection in their schools. If you’ve ever felt stretched thin as a school leader, marketer, or team member, this conversation offers both practical tools and grounding perspective. In This Episode, We Discuss: Why resilience is not about “powering through” How naming emotions reduces reactivity and builds steadiness The difference between proactive routines and in-the-moment micro practices How anxiety spreads in organizations and how leaders can stabilize a room The tension between transactional leadership and relational leadership Why schools need both mechanics (strategy, timelines, accountability) and dynamics (listening, reflection, psychological safety) The importance of pre-action and post-action reviews for major decisions Jason’s “4 S’s” framework: Soul, Story, Strategy, and Steadiness

In this special live episode of Mindful School Marketing, we recorded a panel discussion straight from the Small School Leaders Conference. Tara and Aubrey are joined by experienced independent school marketers who are in the work every day, navigating small teams, limited budgets, and constantly changing expectations. We are joined by Lori Kriegel (Chief Communications Officer at Wooster School), Andrea Jenkins (Director of Enrollment Management and Marketing & Communications at St. Luke’s Episcopal School), and Barb Doyle (Director of Marketing and Communications at Renbrook School) This conversation pulls back the curtain on what school marketing really looks like right now. From outsourcing decisions and content systems to AI, paid advertising, and faculty collaboration, this panel shares what’s working, what’s challenging, and how small school marketing teams are adapting in real time. In This Episode, We Discuss What school marketers would outsource first and why data keeps coming up Where additional budget would actually go if marketing teams had the choice How small schools stay consistent with content without recreating the wheel Practical ways marketing teams are using AI for content, research, and strategy What paid advertising is working and how schools measure success How marketing teams collaborate with faculty to source photos and stories Why community and peer networks matter so much in small school marketing roles

In this episode of Mindful School Marketing, we dig into one of the most complex and timely questions facing independent and private schools today: should your school participate in voucher or ESA programs. This conversation is especially relevant for school leaders navigating financial pressure, enrollment strategy, and mission alignment as school choice expands across the country. We are joined by Steve Salvo, Head of School at St. Mary’s Episcopal Day School in Tampa, and Michael Christopher, consultant with Independent School Management (ISM). Together, they bring both a lived leadership perspective and a national consulting lens to help schools think clearly about what is at stake, what questions must be answered, and how to approach vouchers with intention rather than pressure. In This Episode What voucher and school choice programs actually look like across different states The non-negotiable questions boards must answer before saying yes to vouchers Financial planning risks, including sustainability if voucher funding changes How vouchers can impact mission, admissions, faculty, and program integrity Best practices for communicating voucher decisions clearly to families and staff

In this episode of Mindful School Marketing, we’re joined again by leadership coach and consultant Rebecca Malotke-Meslin, founder of Pleasantly Aggressive Coaching and Consulting. Rebecca works with early and mid-career women leaders in schools and nonprofits who are often praised for doing everything but rarely supported in sustainable ways. Together, we name what so many school leaders are quietly carrying: More responsibility with fewer resources, expanding roles without expanded pay, and the unspoken expectation that caring deeply means endlessly giving. Rebecca breaks down why this dynamic is so common in schools, how it leads to burnout and even physical illness, and what women leaders can do to protect their health, boundaries, and sense of worth without losing relationships or credibility. In This Episode: Why “doing more with less” has become normalized in schools and nonprofits How overextension and praise can mask burnout and exploitation Why delegation is a core leadership skill, not a failure How to advocate for fair compensation when your role expands Practical ways to say no and set boundaries without damaging trust

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 Best of Series episode, we’re revisiting one of our most impactful conversations with Michelle Mercurio, a brand catalyst and authenticist who helps visionaries clarify their purpose, voice their big ideas, and navigate marketing hurdles with confidence. Join us as we explore: How visioning is the first step in defining and clarifying your brand. The process of uncovering what makes an organization unique and crafting a compelling brand story. Why mindfulness plays a key role in branding, decision-making, and professional growth. Whether you’re leading a school, business, or personal brand, Michelle’s insights will help you build an authentic and compelling story that resonates with your audience. Tune in for this standout conversation!

In this Best of Series episode, we’re revisiting one of our most insightful conversations with David Willows and Suzette Parlevliet from [YELLOW CAR], a leading training and consultancy firm specializing in helping schools differentiate themselves through powerful experience strategies. Tune in as we dive into: How experience strategy can help independent schools stand out in a competitive landscape. Practical ways to design intentional, meaningful experiences for families from the first interaction to enrollment and beyond. A unique tool that allows schools to measure each stage of the family’s journey and ensure they’re delivering an exceptional experience every step of the way. Whether you’re looking to refine your school’s engagement strategy or simply curious about how to create more impactful connections with families, this episode is packed with actionable insights!

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

In this episode of Mindful School Marketing, we dive into the world of branding for schools with Madison Carr, a branding expert who specializes in helping schools align their identity and connect with the right audience. Madison shares insights on the critical role of brand strategy in standing out in a competitive educational landscape, the importance of internal alignment before focusing on visual design, and how a thoughtful brand strategy can build trust and drive enrollment. Whether you’re a school leader or marketing director, you’ll walk away with actionable tips on creating a unified and effective brand presence.

In this episode of Mindful School Marketing, we sit down with Tesha McCord Poe, founder and CEO of Joy Raising. Tesha shares her inspiring journey from a successful legal career to building her own consultancy, where she blends fundraising with principles of diversity, equity, inclusion, and belonging (DEIB). We dive into her unique approach to creating joyful, mission-aligned fundraising strategies, the importance of understanding donor backgrounds, and how to tap into the joy of giving. Tesha also shares practical examples of impactful campaigns and actionable advice for schools looking to incorporate DEIB into their fundraising practices.

On this episode of Mindful School Marketing, we welcome Jen Danish, head of Grace Episcopal Day School, who brings over 30 years of experience in independent schools. Jen’s commitment to fostering nurturing and inclusive school communities is at the heart of her work at Grace. In this episode, she introduces us to Grace’s pioneering Community Tuition Model, designed to make independent education more accessible and welcoming. We explore how this model redefines traditional financial aid, allowing families to pay tuition based on their means, fostering a balanced and inclusive school environment. Jen also shares the research and strategy that support this innovative approach, offering a roadmap for other schools looking to embrace inclusivity and affordability in their tuition models. To learn more about Community Tuition at Grace: https://geds.org/admission/tuition/

In this episode of Mindful School Marketing, we sit down with Nicole McDermott, an independent school leader with over two decades of experience. Nicole shares insights into her work as a facilitator and certified leadership coach trained in Brene Brown’s ‘Dare to Lead’ program. We dive deep into how courage, vulnerability, and clarity play a critical role in educational leadership. Nicole shares how integrating mindfulness and leadership principles can positively impact school communities, from supporting teachers to strengthening relationships with parents. We also explore how schools can better market their unique approaches to stand out.

In this episode of Mindful School Marketing, we sit down with James Riley, a former high school math and statistics teacher of 20 years who now runs Forward Dataworks, a company with a goal to address the growing need for schools to make data-driven decisions. James brings some fascinating insights on how independent and private schools can tap into the power of data for smarter decision-making, especially when it comes to admissions and strategic planning. We dive into everything from quick surveys and demographic analysis to targeted marketing strategies.

In this episode of Mindful School Marketing, we speak with Scott Butterworth, principal of Fine Point Communications, about the importance of strategic messaging for independent schools. Scott draws from his crisis communication experience to advise school leaders on preparing for and navigating crises, stressing transparency, understanding community needs, and student-centered communication. He shares practical steps for crisis planning, mindfulness in tough situations, and avoiding common pitfalls to ensure clear, trusted communication during challenging times.

In this episode of the Mindful School Marketing Podcast, we are joined by Dale Seabury to discuss the critical importance of tuition pages on school websites. Dale shares insights on why this page is highly visited and provides strategies on showcasing the school’s value proposition. The conversation covers effective ways to present tuition information, the role of social proof, and the importance of financial aid transparency. Dale also offers practical tips on engaging prospective families, optimizing user experience, and making the information easy to access and understand.

In this episode of Mindful School Marketing, we chat with Jenny McKee, an astrologer with Sky Whisperers Astrology and a practicing lawyer for over 30 years. Jenny shares her passion for helping people align with their authentic selves through astrology. Despite astrology’s mixed reputation, Jenny discusses its practical applications, especially in educational settings, and how understanding astrological signs can enhance interpersonal relationships. The conversation delves into the nuances of astrology readings, overcoming skepticism, and the potential for meaningful change.

In this episode of Mindful School Marketing, we speak with Rebecca Drobis, a passionate photojournalist specializing in educational photography. Rebecca shares her insights on capturing authentic and impactful images for independent schools and she emphasizes the importance of strategy, composition, diversity, and effective lighting in school photography. Rebecca also offers practical tips for schools taking their own photos and discusses the significance of managing and organizing images thoughtfully. Throughout the conversation, the importance of mindfulness in her photography practice is highlighted, underscoring the value of being fully present to capture genuine moments.

In this special episode, we share attendee and speaker experiences from the National Small Schools Conference held at the Crefeld School in Philadelphia this past June. This conference, known for its warm and supportive atmosphere, provided attendees with a wealth of knowledge through excellent speakers and engaging topics. We had the pleasure of interviewing 13 individuals to gather their insights and key takeaways from the event. Tune in to hear these conversations and learn more about what made this year’s conference so impactful. https://www.nationalsmallschoolsconference.org

In this episode of Mindful School Marketing, we’re thrilled to have Steve Bristol with us, a seasoned independent school veteran with over 35 years of experience. From his roots as a boarding school triple threat teacher, coach, and dorm head, to roles in administrative leadership such as Director of Athletics, Assistant Head for External Affairs, and Director of Enrollment Management, Steve’s expertise spans all facets of independent school management. Now a senior consultant for Triangle Associates, Steve will share insights on faculty sustainability and its impact on school marketing. Join us as we explore how maintaining an engaged and committed faculty can enhance a school’s reputation and drive enrollment success.

In this episode of Mindful School Marketing, we welcome Melanie Norton, founder and CEO of a boutique nonprofit fundraising and strategic planning consulting firm in Indianapolis, Indiana. Melanie shares her extensive experience from banking, higher education, and consulting, offering invaluable insights into the art and science of fundraising. The discussion delves into key considerations for small independent schools planning a capital campaign, the importance of starting with strategy, and effective ways to engage alumni. Melanie also highlights the critical role of mindfulness in fundraising, emphasizing focus and prioritization to achieve successful outcomes. Tune in for practical advice on setting realistic fundraising goals, leveraging board members’ strengths, and engaging your community for maximum impact.

On this episode of Mindful School Marketing, we welcome Laura Tierney, the dynamic founder and CEO of The Social Institute. Dive into our discussion about empowering students to navigate their social world with confidence and positivity, particularly through the lens of social media and technology. Laura, a true digital native, shares her journey from a teenager experiencing the dawn of social media to becoming a leading advocate for healthy digital habits. Discover the latest trends among middle and high school students, the challenges they face, and how schools and parents can foster a balanced and mindful approach to technology.

In this episode of the Mindful School Marketing Podcast, we welcome Miriam Stein, founder of Saddlerock Strategies, to discuss effective enrollment strategies and organizational health for schools. Miriam shares her journey from teaching to admissions and consulting, highlighting her passion for helping schools thrive. The conversation dives into the Working Genius model, a workplace productivity tool designed to enhance team collaboration and efficiency by recognizing individual strengths and preferences. Miriam explains how understanding these dynamics can reduce burnout and improve morale among school staff. Tune in to learn practical insights on boosting team performance and fostering a healthier organizational environment.

In this episode of the Mindful School Marketing Podcast, join Aubrey and Tara as they bring you exclusive insights from the VAIS Advancement Institute in Staunton, Virginia. The conference featured an impressive array of speakers covering topics in development, marketing, and admissions, providing attendees with a broad spectrum of knowledge all tailored for school leaders. If you’re an association or organization hosting a conference for school leaders, consider inviting the Mindful School Marketing Podcast to record an episode on site. Reach out to us for collaboration opportunities.