Know where your next students will come from.
A school-owned data and intelligence layer that connects your existing marketing, enquiry and admissions tools into one view of every family — then turns that view into decisions for admissions, marketing and leadership.
Three questions most schools still answer with assumptions.
Why do families choose us?
Why do enquirers never enrol?
Why do families eventually leave?
Without those answers, important strategic decisions are based on assumptions rather than evidence. The real challenge is not generating more enquiries — it is understanding which enquiries become students, and why.
Connect. Consolidate. Analyse. Act.
Every enrolment signal in one place
- Website, search and landing pages
- Social media and paid campaigns
- Enquiries, LINE and messaging
- Events, walk-ins and referrals
- Existing CRM, admissions and history
One family. One record. One journey.
- Automated capture — no manual re-entry
- Duplicates and channels merged
- First click to enrolment, tracked
- Withdrawals and feedback captured too
- Stored in the school's own system
What happened → why → what next
- Where the funnel actually leaks
- Which sources produce enrolments
- Parent personas and motivations
- Grade-level and geographic demand
- AI prioritisation of live leads
Evidence in the hands of your team
- Weekly priorities for admissions
- Budget shifted to what converts
- Messaging matched to real personas
- Retention risks flagged early
- Forecasts leadership can rely on
The system belongs to the school. The data belongs to the school. The intelligence stays with the school.
International schools worked with since 2020, through Ionia Academy and Robotixar.
Regions of direct experience — Bangkok, the Eastern Seaboard and Chiang Mai.
Languages supported across enquiry handling: English, Thai, Chinese, Japanese and Korean.
Knowledge that survives staff changes.
Admissions and marketing teams naturally change over time. When information, relationships and experience remain with individual employees, valuable institutional knowledge disappears when those people leave.
A properly structured system changes this. Every enquiry, enrolment, withdrawal, parent interaction and piece of feedback contributes to a knowledge base the school keeps — so a new admissions officer inherits the record, not a blank page.
Works alongside your existing systems — no platform replacement required. All school data confidential under NDA.
No commitment. No system access required.
A short conversation
Your enrolment objectives, targets and current challenges.
A confidential review
Where your enquiries come from and where the data breaks down. Under NDA.
A clear picture first
What a connected view would reveal for your school — before any commitment.
Enrolment growth is produced by a system, not by campaigns.
Marketing is one part of that system. Campaigns amplify what already exists — they do not substitute for it. Investment directed into an incomplete system produces enquiries the school cannot convert.
All four must function.
A functioning website
Where most families now begin. If it cannot be found in search, does not load, or does not present a clear way to enquire, the campaign has nowhere to send them.
A reliable CRM
Where every enquiry is captured, owned and followed. Without it, families arrive and are lost individually, invisibly, and without record.
A documented admissions process
Defined stages, named owners and a response standard. This is what converts interest into enrolment, and it is the stage at which most schools lose families.
A working feedback loop
Structured feedback from families who visit, who enrol, and who decline or leave — analysed and fed back into messaging and process. Without it, the same families are lost for the same reasons every year.
This is why every engagement begins with an audit, and why campaign spend is not recommended until these systems are verified as ready.
Read the full briefing and take the 12-question self-check →
Automation that answers, records and routes.
After-hours enquiry handling
A multilingual assistant trained on your school's own information, with defined scope, escalation rules and handover to a named person. Every conversation written to the CRM as a lead record.
Response standards and routing
Qualification criteria and scoring built and live, routing to a named owner, automatic reminders, and escalation when no reply is sent inside the agreed time. Every enquiry has an owner and a clock.
One record across every channel
Working integration between the assistant, the website, the messaging channels and the school's CRM — so a family that arrives by LINE, returns by email and visits on an open day is one record, not three.
Dashboards leadership can act on
Enquiries by source, stage-by-stage conversion, time in stage, response times, loss reasons and grade-level position against target — read from live data, not compiled by hand each term.
Anonymous until the family chooses otherwise.
Anonymous website visitors are never personally identified. Remarketing audiences are behavioural groups — people who viewed the tuition page — not named individuals.
A family enters the CRM only when they voluntarily provide their details through a form, chat, call or visit. Consent is recorded at that moment, in line with PDPA.
Market analysis uses only lawfully public information — published reviews, public posts, advertised programmes and published tuition — always in aggregate. It never processes personal information from scraped sources.
We do not build strategy on unverified figures.
Every engagement opens with an audit, because the internal position must be established before any strategy can be designed responsibly. Each phase that follows is a separate decision — a school is under no obligation to continue beyond the first.
Four stages, with a gate at each one.
Audit — the verified baseline
Enrolment, withdrawal and enquiry records reconciled against source systems. Admissions process observed and mapped end to end. CRM and lead handling reviewed. Website, SEO, Google Business Profile and social presence assessed. Competitor comparison in the local market. Interviews with leadership, admissions and marketing.
Research and conversion strategy
Named and sized audience segments per priority grade. Four to six documented parent personas built from research, audit and parent interviews. A message matrix of segment × grade band × channel. Campaign concepts with objectives, budgets and one success metric each. A stage-by-stage playbook from enquiry to enrolment.
Automation build
Design and architecture signed off before any build. Integration across CRM, website, messaging channels and the AI assistant. Testing and tuning through to go-live. This workstream is delivered by us, not advised — and it begins only once the CRM is operational.
Training, manuals and observation
Training and written operating manuals covering CRM, admissions, automation and reporting. Then a period of observation while the school's own team runs the system in real use, with the manuals updated from what actually happens. The end state is a self-sufficient team.
Reported in writing, at every milestone.
At each gate we report what meets specification and what does not, with an owner and a date for anything outstanding. Nothing is assumed complete because a date has passed.
Advisory workstreams are stated as such: on strategy and research we specify and supervise, and the school implements. On the automation build we design, build, integrate and deliver ourselves. The distinction is written into the engagement so responsibility is never ambiguous.
Fees are quoted per engagement and phased, with later phases invoiced only if they proceed. Software licences, supplier costs and advertising budget are contracted and paid by the school directly.
Campaign results depend on what receives the enquiries.
A conversion strategy assumes there is somewhere for a lead to arrive, someone responsible for answering it, and a record of what happened. Where the audit finds those missing, we say so before any campaign budget is committed — and we would rather raise it at the outset than discover the foundation is missing halfway through.
We are not a marketing agency.
We are a strategic technology and enrolment intelligence partner for international schools. Our role is to help schools transform data into better decisions — and better decisions into stronger parent experiences and sustainable enrolment growth.
Since 2020, inside the sector.
Through Ionia Academy and Robotixar, we have worked with more than 40 international schools across Bangkok, the Eastern Seaboard and Chiang Mai. That work has ranged from after-school programmes and camps to curriculum support and technology and innovation integration.
It gave us direct exposure to the realities of the international-school environment — and to a pattern we kept seeing. Thailand's international education sector continues to expand: new schools and campuses are opening, existing groups are expanding, and new investors continue to enter the market. The opportunity is there. But sustainable growth is no longer driven by demand alone.
Every interaction with a prospective family generates valuable information. Whether the first contact comes through Google, Facebook, Instagram, LINE, a website enquiry, an event, a walk-in or a referral, that information can be transformed into insight that improves campaigns, budget allocation and, ultimately, enrolment.
An intelligent enrolment system should tell you why.
It should not simply report what happened. It should increasingly help the school understand why it happened — and what to do next.
Protected from the first conversation.
Any school information or data shared with us during an assessment or engagement is treated as strictly confidential and, where appropriate, protected through a formal Non-Disclosure Agreement — ensuring sensitive institutional and operational information remains fully protected.
Strategy and engineering, in the same room.
Two disciplines run every engagement: the person who owns the relationship with the school, and the specialist function that builds the system serving it.
Riccardo Cardano
Leads every engagement directly, from the opening audit through to handover — the enrolment audit, market research, personas and conversion strategy. Schools deal with the person responsible for the work, not an account manager between them and it.
Ionia Academy | Robotixar Academy · working with international schools in Thailand since 2020.
riccardo@ioniaacademy.comMarketing AI & Automation
The technical side of the system is owned by a dedicated specialist: the multilingual AI assistant, its training on the school's own information, the routing and escalation rules, and the integration that keeps one family record across website, LINE, email and CRM.
The same discipline covers how campaign and enquiry data is measured — source attribution, audience segments and the dashboards leadership reads. The strategy is only as good as the instrumentation underneath it.
Automation architecture, CRM integration and AI systems, built and delivered in-house rather than outsourced.
Before the campaign.
The four foundations a school needs in place before marketing spend can turn into enrolments, and a 12-question self-check to see where yours stand.
Sometimes the right answer is: not yet.
Schools sometimes ask us to run a campaign for a year group that is under target. It is a reasonable request. The numbers are behind, the term is moving, and a campaign feels like action.
Sometimes our answer is: not yet. Not because the campaign is a bad idea, but because the enquiries it produces may have nowhere to land. No owner for a new enquiry. No record of what was said, to whom and when. No way to tell afterwards whether the spend worked.
Marketing amplifies what already exists. It does not substitute for it.
Budget directed into an incomplete system produces enquiries a school cannot convert. A family fills in a form on a Friday evening and hears nothing until Tuesday. A LINE message is answered by whoever happens to see it, and never recorded. A family tours the campus, leaves impressed, and is never followed up. None of this shows up in the campaign report.
Then the campaign takes the blame for a problem that was never in the campaign. The school concludes that "digital doesn't work for us", the budget is cut, and the real gap stays exactly where it was.
What has to be working before the first baht is spent.
Each foundation is simple to describe and easy to overestimate. For each one: what "working" looks like, the warning signs, and what it costs when it is missing.
A website that can be found, and that makes enquiring easy
When it works
- The school appears when parents search its name, area and curriculum
- A clear enquiry route on every key page
- Fees, admissions steps and contact details easy to find
- Fast and readable on a phone
Warning signs
- The enquiry form is buried or broken
- Admissions information is out of date
- Paid ads send families to the home page
- Nobody knows how many enquiries the site produces
What it costs
Paid traffic arrives and leaves. The school pays for the click and loses the family before they ever make contact.
A CRM where every enquiry is captured, owned and followed
When it works
- Every enquiry, from any channel, becomes one record
- Each record has a named owner and a next step
- The source of every enquiry is recorded
- History survives when staff change
Warning signs
- Enquiries live in inboxes, LINE chats and spreadsheets
- The same family appears three times, or not at all
- "Where did this family hear about us?" has no answer
- A departing officer takes the pipeline with them
What it costs
Families are lost one at a time, invisibly and without record, and nobody can say which channel produced the students who enrolled.
A documented admissions process with named owners and a response standard
When it works
- Defined stages from enquiry to enrolment
- A named owner at each stage
- An agreed response time, for example the same working day
- Every tour and assessment followed up on schedule
Warning signs
- Response time depends on who is in the office
- Weekend and evening enquiries wait until Monday
- Follow-up after a visit is ad hoc
- The process exists only in one person's head
What it costs
Interest cools while the family waits, and a competitor who answers first gets the visit. This is the stage where many schools lose families.
A feedback loop from the families who visited, enrolled or said no
When it works
- Families who decline are asked why, in a structured way
- New families are asked why they chose the school
- Leavers are interviewed before they go
- Findings change messaging and process each term
Warning signs
- Loss reasons are guesses ("it was the fees")
- Nobody contacts families who went elsewhere
- Withdrawals are discovered at re-enrolment time
- Campaign messages are written from assumptions
What it costs
The same families are lost for the same reasons every year, and every campaign starts from assumptions rather than evidence.
Twelve questions. Answer for your school as it is today.
Be strict: "mostly" counts as no. Your answers stay in your browser and are not sent anywhere.
If a parent searches your school's area and curriculum, does your school appear on the first page?
Can a parent find a clear way to enquire within one click of any key page?
Do you know how many enquiries your website produced last month?
Is every enquiry, including LINE, phone and walk-ins, recorded in one system?
Does every open enquiry have a named owner and a next step?
Can you say which source produced each of last term's new enrolments?
Is there a written response standard for new enquiries, and is it measured?
Are enquiries that arrive in the evening or at the weekend answered before the next working day ends?
Is every family that tours the school followed up on a set schedule?
Do you ask families who decline an offer why they chose elsewhere?
Do you know the top three reasons new families chose your school this year?
Did anything in your marketing or admissions change last term because of what families told you?
Answer the questions above to see where you stand.
Each "no" marks a gap that a campaign would expose rather than fix.
Audit first. Foundations next. Campaigns last.
Establish the baseline
A 30-day audit of the website, CRM, admissions process and feedback, with enrolment and enquiry records reconciled against source systems.
Fix what the audit finds
Named owners, response standards, one record per family and a working feedback loop, built into the systems the school already uses.
Invest in campaigns
Spend goes where enquiries can be answered, recorded and converted, and every baht can be traced to the enrolments it produced.
This is why we don't recommend campaign spend until those foundations are verified. It is also why a school's first conversation with us costs nothing and requires no system access. See the programme structure →
Marketing amplifies what already exists. Make sure what exists is worth amplifying.
Start with a conversation.
No commitment and no system access required. We would welcome a short discussion about your enrolment objectives, and can share what we are observing across the international-school sector.
Direct contact
Founder & CEO
Robotixar Academy
If this is not your area, we would be grateful if you could pass this to your Principal or the person responsible for Admissions and School Development.
Request a confidential review
A short conversation
Your enrolment objectives, targets and current challenges.
A confidential review
Where your enquiries come from and where the data breaks down. Under NDA.
A clear picture first
What a connected view would reveal for your school — before any commitment.