Connecting prospective families with a clearer path to admissions.
Harrow International School Bangkok needed to communicate its educational offer to prospective families while supporting the practical journey from initial interest to school enquiry, visit and application.
Across a multi-year relationship, admiral.digital brought together performance marketing, campaign creative, landing-page design and admissions technology. Working alongside the school’s marketing and admissions teams, we helped connect audience engagement with the processes needed to manage and progress enquiries.
The priority.
Generate relevant enquiries and support their progression towards enrolment.
Choosing a school involves research, reassurance and conversations over time. Harrow needed marketing that could build familiarity with the school, communicate specific opportunities and help interested families take the next step.
The priority extended beyond lead generation. Marketing and admissions needed a connected view of enquiries, their sources and their progress, so campaign decisions could reflect lead quality as well as volume.
Our approach.
We connected the parent journey across campaigns, digital experiences and admissions workflows.
Always-on marketing supported ongoing awareness and enquiry generation, while focused campaigns promoted opportunities such as Early Years and boarding open days.
Alongside campaign execution, we worked on the systems behind the enquiry: how information was captured, assigned, followed up and reported. This gave marketing and admissions teams a more consistent framework for working towards the same objective.
The work.
Performance marketing around the parent journey.
We planned and managed paid search, social and remarketing campaigns across awareness, consideration and enquiry generation.
Campaign structures reflected different audience needs, with English and Thai activity supporting local relevance. Always-on campaigns maintained visibility, while tactical activity focused on specific programmes and events.
Regular reviews considered lead quality alongside acquisition costs and volume. Later work included feeding offline conversion information back into Google Ads to support optimisation towards more relevant enquiries.
Campaign creative that carried the school’s story.
Working within Harrow’s established brand and alongside its internal team, we developed copy and adapted creative for different channels, formats and stages of the parent journey.
The work connected school messaging and supplied assets with practical campaign requirements, from awareness content to enquiry-focused advertising and open-day promotions.
Creative and media planning were coordinated so prospective families encountered relevant messages as they moved from discovering the school to considering a visit.
Landing pages designed for the next step.
We designed and developed campaign landing pages that brought Harrow’s offer into a focused digital experience.
UX and UI work balanced the school’s heritage and educational positioning with clear information, accessible enquiry forms and prominent next steps. Pages supported always-on acquisition and specific campaigns, including Early Years and boarding.
Performance reviews informed improvements to page structure, messaging and form placement, helping reduce friction between an advertisement and an enquiry.
Connecting marketing and admissions.
We helped configure and refine Harrow’s CRM around the school’s admissions process.
The work included linked parent, child and admissions records, lifecycle stages, lead assignment and notifications. Website and campaign enquiries were connected with the CRM, alongside integrations supporting channels such as LINE.
Automated workflows helped update records as enquiries progressed, while documentation supported consistent use by the school’s team.
Reporting beyond the initial enquiry.
We developed dashboards for marketing, admissions staff and management, bringing together enquiry sources, lifecycle stages and admissions activity.
These views helped teams examine the journey from enquiry through school tours, applications and enrolment outcomes. They also provided a clearer basis for discussing which channels were generating relevant prospects and where follow-up was needed.
Tracking conventions and campaign reporting supported the connection between media activity and the admissions pipeline.
The result.
Harrow gained a more connected foundation for attracting prospective families and managing their journey towards admissions.
Paid campaigns and focused landing pages supported enquiry generation. CRM workflows gave the school a structured way to manage those enquiries, while dashboards made their progression more visible across marketing and admissions.
Together, the work helped shift campaign evaluation beyond lead volume alone, providing a stronger basis for assessing quality, prioritising follow-up and aligning marketing investment with enrolment objectives.
Let’s discuss your priority.
Connect your brand, marketing and digital experience around the result you want to achieve.