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Mindful School Marketing

Mindful School Marketing

Written by: Tara Claeys & Aubrey Bursch
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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.© 2024 Mindful School Marketing Podcast Economics Marketing Marketing & Sales Self-Help Success
Episodes
  • 135. Doing Everything Isn’t the Job: Redefining School Leadership, Delegation, and Self-Worth with Rebecca Milotke-Meslin
    Jul 15 2026

    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 Milotke-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

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    39 mins
  • 134. Should This School Event Stay or Go? How Schools Can Evaluate Events and Programs with Miriam Stein
    Jul 1 2026

    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
    Show More Show Less
    40 mins
  • 133. How Schools Are Using Chatbots to Support Admissions
    Jun 17 2026

    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.
    Show More Show Less
    41 mins
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