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

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

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

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

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

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

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

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

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

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