HAI, AI ft. Anna ('AI') Iveson
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 email list from 1,200 to around 11,000 in two years, why she treats admissions as a genuine sales function - including hiring a tour lead trained to handle objections and read the question under the question - and how a school that only opened in 2023 has carved out a position in one of Asia's most competitive markets. She's also refreshingly candid about AI search, explaining how RSJ went from zero to nearly 3% of applications arriving via AI referrals by reverse-engineering the questions parents actually type into ChatGPT.A perfect listen for admissions teams, marketers, and school leaders who know AI search is coming for their SEO strategy and want a practical head start - plus Anna's take on why PR matters more in schools than anywhere else she's worked, and the gap in the market she'd leave it all behind for.
