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PODCAST

Mindful School Marketing

Tara Claeys & Aubrey Bursch

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

education marketing

All Episodes

45:19

120. Running a School in the Crisis Era: Messaging,...

Mindful School Marketing ·

2025/11/05

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

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37:17

119. Episcopal Schools Today: Leadership, Challenges,...

Mindful School Marketing ·

2025/10/22

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

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36:20

118. Upholding Your School’s Mission Through...

Mindful School Marketing ·

2025/10/08

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

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33:38

117. The Microschool Movement: Growth, Impact, and...

Mindful School Marketing ·

2025/09/24

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

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34:51

116. Intentional Enrollment and Inclusivity with Dr....

Mindful School Marketing ·

2025/09/10

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

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29:31

115. Turning Conflict Into Collaboration: Practical...

Mindful School Marketing ·

2025/08/27

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

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38:39

114: Rethinking Fundraising: Smarter Strategist for...

Mindful School Marketing ·

2025/08/13

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

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113: Unpacking the Latest Enrollment Trends in...

Mindful School Marketing ·

2025/07/30

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,

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48:25

112: A School Marketer’s Guide to Generative AI with...

Mindful School Marketing ·

2025/07/16

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

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39:42

111: The State of School MarCom: Brendan Schneider on...

Mindful School Marketing ·

2025/07/02

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

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29:07

110: Outsourcing School Success and Navigating...

Mindful School Marketing ·

2025/06/18

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

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36:24

109: Overcoming Overwhelm: Mindful Techniques for...

Mindful School Marketing ·

2025/06/04

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

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48:23

108: VAIS Panel Discussion: Independent & Private...

Mindful School Marketing ·

2025/05/21

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

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38:28

107. Marketing for Resilience: Navigating Change and...

Mindful School Marketing ·

2025/05/07

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

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31:32

106. Creating True Belonging for Students of Color in...

Mindful School Marketing ·

2025/04/23

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

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42:24

105. Differentiation Strategies for Independent...

Mindful School Marketing ·

2025/04/09

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

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26:04

104. Best of Series Replay: How Peer-to-Peer...

Mindful School Marketing ·

2025/03/26

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

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34:01

103. Best of Series Replay: How Funnels Can Help Your...

Mindful School Marketing ·

2025/03/12

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

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28:39

102. Best of Series Replay: Storytelling and a Brand...

Mindful School Marketing ·

2025/02/26

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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38:45

101. Best of Series Replay: How Experience Strategy...

Mindful School Marketing ·

2025/02/12

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

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120 results

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