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 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.

  1. 3D AGO

    Intentional Enrollment and Inclusivity with Dr. Tiffany Bridgewater

    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

    35 min

  2. AUG 27

    Turning Conflict Into Collaboration: Practical Tools for School Leaders with Bridget Johnson

    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

    30 min

  3. AUG 13

    Rethinking Fundraising: Smarter Strategist for School Advancement with Barbara Barron

    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

    39 min

  4. JUL 30

    Unpacking the Latest Enrollment Trends in Independent Schools with Christina Dotchin of EMA

    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

  5. JUL 16

    A School Marketer’s Guide to Generative AI with Jordache Johnson

    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

    48 min

  6. JUL 2

    The State of School MarCom: Brendan Schneider on Trends, Talent, and AI Tools

    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

    40 min

  7. JUN 18

    110: Outsourcing School Success and Navigating Partnerships with Chris Pryor

    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

    29 min

  8. JUN 4

    Overcoming Overwhelm: Mindful Techniques for School Leaders

    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

    36 min

  9. MAY 21

    VAIS Panel Discussion: Independent & Private School Marketing Today and Tomorrow

    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

    48 min

  10. MAY 7

    Navigating Change and Building Sustainable School Systems with Peter Baron

    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

    38 min
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4.9
out of 5
16 Ratings

About

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.

Information

  • Creator
    Tara Claeys & Aubrey Bursch
  • Years Active
    2021 - 2025
  • Episodes
    11
  • Rating
    Clean
  • Copyright
    © 2024 Mindful School Marketing Podcast
  • Show Website
    Mindful School Marketing

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