The MADness Podcast

In this episode of The MADness Podcast, we’re joined by Rickert Marais, Director of Marketing and Admissions at Stamford American School Hong Kong. From shifting demographics and changing parent expectations to standing out in a crowded market, Rickert shares what's driving Stamford's success. We explore differentiation, sustainable growth and why the school experience matters as much as the marketing. Plus, we discover Rickert's side hustle as a board games master and his passion for the art

Hong Kong's international school market is so competitive that families who "spray and pray" their own applications usually fail, and increasingly turn to consultants after the fact. In this MAD LABZ episode of the Madness Podcast, Nik sits down with Stefan Tueger, Executive Director at Lion Rock Education in Hong Kong ,a former school marketing and admissions director, who crossed over to found his own education consultancy after growing frustrated with how little most agents and consultants a

Most schools are still optimising for Google. Anna Iveson is already ranking on ChatGPT. In this MADness Podcast episode, James and Nik chat to Anna Iveson (Director of Marketing and Admissions at Rugby School Japan) - a former Citigroup graduate trainee turned self-taught digital marketer who came into education from the outside and immediately spotted the problem: inward-looking messaging, and leads quietly disappearing into the ether with no follow-up at all. Anna shares how RSJ grew its ema

One in four parents who enquire with a school never get a reply - and the schools have no idea it's happening. In this MAD LABZ episode, James and Nik chat to Carly Puncher from Edified about her research into the parent enquiry experience, and why the moment a family reaches out is the moment most schools quietly lose them. Drawing on the first year of the Enquiry Experience Tracker, in which real parents enquired with 56 international schools and scored what came back, Carly unpacks what actu

Most schools are leaving high-value leads on the table in paid social - and don't know it. In this MAD LABZ episode, James and Nik chat to digital marketing expert Kerwyn Salmons from 15th Media as he breaks down the three costliest mistakes schools make with paid campaigns: bland ad copy, misunderstood retargeting, and over-trusting AI ad enhancements without oversight. Drawing on work with schools across the UK, Malaysia, and the US, Kerwyn shares what actually moves the needle: tailored mess

Matt Hall, Director of Marketing and Admissions @ Nexus International School (Singapore), chats to James and Nik about: How changing EP thresholds, living costs, and and expat packages are impacting demand for international school places in Singapore; How Matt and his team launched a 'transfer window' campaign, ft. Nexus footie shirts; Why pies create a unique culture nexus (see what we did there!) between the UK <> New Zealand.