Podcast
Mindful School Marketing
Hosted by Tara Claeys & Aubrey Bursch · EN
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.
31episodes
Episodes
Newest firstAll episodes
117. The Microschool Movement: Growth, Impact, and What’s Next with Whitney Retzer
Sep 2400:33:38Tap to summarizeThe 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
Transcribe →110: Outsourcing School Success and Navigating Partnerships with Chris Pryor
Jun 18, 202500:29:07Tap to summarizeToday 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
Transcribe →109: Overcoming Overwhelm: Mindful Techniques for School Leaders
Jun 4, 202500:36:24Tap to summarizeToday 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
Transcribe →108: VAIS Panel Discussion: Independent & Private School Marketing Today and Tomorrow
May 21, 202500:48:23Tap to summarizeThis 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
Transcribe →107. Marketing for Resilience: Navigating Change and Building Sustainable School Systems with Peter Baron
May 7, 202500:38:28Tap to summarizeToday, 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
Transcribe →106. Creating True Belonging for Students of Color in Independent Schools with Jonathan Lee
Apr 23, 202500:31:32Tap to summarizeIn 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
Transcribe →105. Differentiation Strategies for Independent Schools with Chuck English
Apr 9, 202500:42:24Tap to summarizeIn 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.
Transcribe →104. Best of Series Replay: How Peer-to-Peer Fundraising Can Boost Your Giving Days with Devin Donaldson
Mar 26, 202500:26:04Tap to summarizeWe’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!
Transcribe →103. Best of Series Replay: How Funnels Can Help Your School’s Enrollment Process with Jesse Meadow
Mar 12, 202500:34:01Tap to summarizeWe’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!
Transcribe →102. Best of Series Replay: Storytelling and a Brand Vision Process for Schools with Michelle Mercurio
Feb 26, 202500:28:39Tap to summarizeIn 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!
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