Mindful School Marketing

Tara Claeys & Aubrey Bursch
  • 4.9 (16)
  • EDUCATION
  • UPDATED SEMIWEEKLY

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

    Marketing in Small Schools - Live Panel at the Small School Leaders Conference

    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

    36 min

  2. JAN 28

    Should Your School Say Yes to Vouchers? with Steve Salvo and Michael Christopher

    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

    39 min

  3. JAN 14

    Doing Everything Isn’t the Job: Redefining School Leadership, Delegation, and Self-Worth with Rebecca Malotke-Meslin

    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

    41 min

  4. 11/19/2025

    Millennial Parents and AI Search: How Independent Schools Must Adapt

    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

    25 min

  5. 11/05/2025

    Running a School in the Crisis Era: Messaging, Mission, and Survival in the Fourth Turning with Jesse Meadow

    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

    45 min

  6. 10/22/2025

    Episcopal Schools Today: Leadership, Challenges, and Opportunities in Independent and Faith-Based Education with David Madison

    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

    37 min

  7. 10/08/2025

    Upholding Your School’s Mission Through Inclusive Communication with Jan Abernathy

    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

    36 min

  8. 09/24/2025

    The Microschool Movement: Growth, Impact, and What’s Next with Whitney Retzer

    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

    34 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 - 2026
  • Episodes
    124
  • Rating
    Clean
  • Copyright
    © 2024 Mindful School Marketing Podcast
  • Show Website
    Mindful School Marketing