Advertise on podcast: Mindful School Marketing

Your athletics program may not have changed dramatically in the last decade. But everything around it has. NIL (Name, Image, Likeness). Changing college recruiting and eligibility. Club sports. Specialized training. Sports academies. Rising parent expectations. Families today have more options, more information, and often very different expectations for what a strong athletic experience should provide. So what does that mean for independent and private schools? In this episode of the Mindful School Marketing Podcast, Aubrey talks with Mike Marich, founder of Mindset Curated, about why schools need to look beyond wins, losses, championships, and college commitments and think more strategically about the role athletics plays in the overall school experience. Mike brings a unique perspective to the conversation as a former college athlete, independent school marketing and communications director, athletic director, and coach. Together, Aubrey and Mike explore how the changing athletics landscape affects not only athletic departments, but also enrollment, retention, marketing, and the way schools communicate their value to families. Why listen? Even if your school would never describe itself as an “athletic powerhouse,” athletics can be an important part of how students find belonging, how families experience your community, and how prospective parents evaluate your school. The bigger question is whether your school is being intentional about the experience it wants to create and whether your marketing actually communicates that experience. In this conversation, you’ll hear about: Why Mike believes we’re seeing a “flight to quality” in athletics How club sports, specialization, college athletics, and parent expectations are changing the independent school landscape Why schools should evaluate athletics based on more than wins and losses Mike’s 4 C’s of coaching: culture, communication, connection, and craft How athletics can support enrollment and retention, even at schools without highly competitive programs Why misalignment between athletics, admissions, marketing, and school leadership can create problems for families What schools should consider before adding new sports or programs How marketers can tell better athletics stories by capturing everyday moments, relationships, growth, and student development A simple way school leadership teams can begin auditing their athletics programs now One of Mike’s biggest challenges to schools is simple: be strategic about your programs, own the narrative around why you offer them, and invest in the people who lead them. Because families don’t just need to hear that you have “great coaches” or a “great athletics program.” They need to understand why it’s great, what their child will experience, and what makes your program worth choosing. That framing comes directly from Mike’s emphasis on going beneath generic claims like “great coaches,” using the 4 C’s to evaluate programs, and showing the real moments of connection and development happening away from the scoreboard. He also repeatedly connects clear expectations and alignment among athletics, enrollment, marketing, and leadership to stronger enrollment and retention outcomes.

Families aren’t just Googling “best private school near me” anymore. They may be asking AI detailed questions about their child, comparing schools across multiple platforms, reading reviews, watching videos, and researching your school for months—or even years—before they ever fill out an inquiry form. In this episode, Aubrey talks with Heather Burchfield and Moira Anderson of Truth Tree about what this changing enrollment journey means for school marketers and admissions teams. They explore how schools can make sure AI—and families—understand what truly makes them different, why generic claims without proof are becoming even less effective, what happens inside the “dark funnel” before a family inquires, and how Google, Meta, YouTube, retargeting, reviews, and website content work together. In This Episode, We Discuss: Why AI is becoming more like a personal advisor for prospective families How to “own the narrative” with proof, testimonials, credentials, and specific outcomes Why the inquiry form is a lagging indicator, not the start of the relationship How the “dark funnel” is changing school enrollment marketing Where Google, Meta, YouTube, and retargeting fit What metrics to watch before enrollment numbers come in Practical changes schools can make right now And Heather and Moira leave listeners with a few simple “Monday morning” actions that can immediately strengthen a school’s digital presence and enrollment experience.

As we kick off a new school year, I’m bringing back one of our favorite conversations, a live panel recorded at the Small School Leaders Conference. It captures something I hear constantly from small school marketing teams: the reality of being one person, or maybe one and a half, trying to keep up with an ever-growing list of channels, campaigns, and expectations. I’m joined by three marketers who live in that reality every day. Lori Kriegel from Wooster School, Andrea Jenkins from St. Luke’s Episcopal School, and Barb Doyle from Renbrook School sat down with me to talk through what they’d outsource if they could, where they’d put extra budget, and how AI has actually changed their day-to-day work. It’s an honest, practical conversation, and a great one to have in your ears as you set your priorities for the fall. In This Episode, We Discuss: What each of these small-shop marketers would outsource first if they could wave a magic wand tomorrow Where they’d put the first dollars if their marketing budget doubled, and why people usually come before ads or tech The systems they use to stay consistent with content without recreating the wheel every week How AI has changed their competitor research, blog writing, and daily workload, and where they’re still being careful What’s actually working right now with paid digital advertising, and how they measure it Why having a tribe of fellow school marketers matters as much as any paid partner How they get teachers and staff involved in capturing content without adding to their plates Their approach to marketing phones, photo storage, and keeping everything organized

As we head into a new school year, this is exactly the kind of episode I want school leaders to hear early. I sat in on Jason Craige Harris’s session at the LeadTeam Summit, where he broke down what it actually takes to build a strategy for culture that works, and I left that room energized in a way that stuck with me. So when he joined us on the podcast, I wanted to go even deeper. Jason is a strategist, mediator, and mindfulness teacher who spends his time helping leaders navigate conflict and uncertainty without losing themselves in the process. We talk about what resilience actually requires, the difference between reacting to a moment and being ready for one, and how the small, consistent practices we build in private show up in how we lead in public. In This Episode, We Discuss: Why “powering through” isn’t real resilience, and what actually builds it The balcony metaphor Jason uses to get perspective in the middle of conflict How naming an emotion can measurably calm your nervous system The two types of practices, routines and in-the-moment resets, that keep leaders grounded Why schools tend to swing between all transaction and all relational, and what the middle looks like The pre-action and post-action reviews Jason recommends before big decisions What separates teams that bounce back from teams that just survive

Every spring, schools pour weeks of staff time and thousands of dollars into a gala or auction because that’s what has always been done, even as the return on all that effort keeps shrinking. Barbara Barron joins us in this conversation to talk about why that model is running out of road and what a school might do instead if it actually let it go. We also get into how many separate asks a family absorbs in a single school year before the annual fund even launches, why alumni giving looks so different for day schools than it does for boarding schools, and what it actually means to bring mindfulness into a fundraising conversation instead of running through a script. In This Episode, We Discuss: The approach Barbara uses to get marketing, development, and admissions rowing in the same direction Why galas and auctions have some of the lowest ROI in school fundraising, and where she recommends looking instead How alumni giving realistically differs between day schools and boarding schools, and why that changes the strategy Why the months leading up to the annual fund can quietly work against it What actually gets a school’s email opened when families are drowning in their inbox Why being a little imperfect in donor communication builds more trust than a polished message How reframing interruptions as “the work” changes what a fundraising conversation feels like

Andrea Gribble manages social media for around 85 schools across the country, so she’s usually the first person to notice when something is shifting for school communicators. In this conversation, we get into the real tension a lot of schools are sitting with right now, how to protect students from deepfakes and misuse without disappearing from social media altogether, and how to keep posting consistently without leaning on AI so much that everything starts to look the same. We also get into the pressure to make every post perfect before it goes out, and why that instinct is often the thing holding school marketers back the most. Andrea shares what has actually worked in her own small district, from a photo that was never supposed to perform well to a reel strategy that took almost no equipment and reached more people than her page’s follower count would suggest. In This Episode, I Discuss: Why treating student photo permission as strictly in or out is easier to manage than a mix of exceptions The small details, like identifying names or labeled desks, that can quietly turn a simple photo into a privacy risk What is fueling parent concern about AI-generated content, and why an AI-made flyer can cost a school its branding Where AI can genuinely help with social media strategy, beyond just writing captions Why an imperfect, in-the-moment photo can outperform a planned, polished post The mindset shift behind “posted is better than perfect and unpublished” Why reels do not require a professional camera, a large following, or a complicated plan to get started

There’s a version of busy that gets worn like a badge of honor in schools. Wearing a lot of hats, doing more with less, the kind of overload that gets praised right up until it doesn’t. Rebecca Malotke-Meslin, founder of Pleasantly Aggressive Coaching and Consulting, coaches women leaders in schools and nonprofits, and she’s watched this pattern play out over and over; that instinct to keep giving until something breaks. We get into why over-delegating feels like dumping work instead of building trust, the real reason women hesitate to ask for a raise when their role quietly expands, and what a script for saying no can actually sound like. In This Episode, We Discuss: Why wearing a lot of hats becomes a badge of honor instead of a warning sign The physical toll Rebecca has watched play out with her clients, including stress-related autoimmune diagnoses Why over- delegating so often feels like dumping work instead of building trust What to say when your role expands but your pay doesn’t The story we tell ourselves about school budgets that isn’t actually true Rebecca’s approach to saying no without over-explaining yourself The one conversation every head of school should be having about roles and responsibilities Why Rebecca sees caregiving as a resource, and who gets to decide how much of it you give

Should This School Event Stay or Go? How Schools Can Evaluate Events and Programs with Miriam Stein Schools are really good at adding things. A new event, a new tradition, a new fundraiser, another community-building moment, and every one of them started for a real reason. The problem is that almost nothing ever comes back off the calendar. So you end up with programs that look successful from the outside while quietly draining staff time, volunteer energy, and budget that could be going somewhere with more return. In this episode, I sit down with Miriam Stein of Thrive Hive to talk through the part nobody loves to say out loud, which is that some of our events have run their course. Miriam shares a simple decision-making matrix she adapted from a corporate CFO and rebuilt for schools, and it gives teams a way to move past the emotion around a beloved program and into a shared, honest conversation about whether it still serves the mission, the enrollment goals, and the people doing the work. In This Episode, We Discuss: The emotional reasons schools hold onto events long after they stop working, from legacy and fear to the one influential donor or board member nobody wants to disappoint Miriam’s four-quadrant matrix and what the heart, the star, the question mark, and the money tree each tell you about a program Why an event can be completely off mission and still be worth keeping The clearest signs it’s time to reevaluate, including drag around volunteers, last-minute RSVPs, and any program that’s run more than seven years on autopilot Why staff hours and time investment almost never get counted in an event’s real ROI, and what that hidden cost is actually buying you The one in, one out approach to keeping your calendar from ballooning every single year How to communicate a cut or a change to families in a way that ties back to mission instead of sounding apologetic or defensive Using the three words your families actually use to describe your school to anchor the messaging around every event you run

We put a lot into our websites. The pages look good, the content is thorough, and we assume families will move through it the way we mapped it out. Then we actually look at the data and realize a lot of them are not navigating it at all. They are researching on their own time, often late at night when no one is at the desk, and showing up as fully formed applicants we have never spoken to. In this episode, I sit down with Angela Brown from Halda AI, Stephanie Vasta of Moravian Academy, and Lori Kriegel of Wooster School to talk about what happens when you put a chatbot in front of those families. Two of them are running chatbots in their admissions and marketing right now, and Angela works with schools implementing them every day. What comes up is less about the technology itself and more about what it reveals about how families actually research a school. In This Episode, We Discuss: Why students, not just parents, are using the chatbot and how their questions shape the enrollment decision. Why current families lean on it as much as prospective ones, from game times to the parent handbook. Choosing a closed chatbot that answers only from your own content instead of pulling from Reddit or Wikipedia. How chat logs expose gaps in your site and surface audiences you did not expect, like prospective employees. Moving information into a knowledge base instead of piling more pages onto the website. Front-loading affordability so the admissions team spends its human time with right-fit families. Testing answers in Spanish and Mandarin and treating multilingual support as a recruitment advantage. What the first 30 days actually require and where the handoff from bot to human should live.

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. But don't worry, the Mindful School Marketing podcast isn't going anywhere! Aubrey will continue as it always has, with the same mission! 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