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 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 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.

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.

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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.

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.

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:

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.

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.

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.