Marketing Sync — 2026-04-05

Monthly marketing review with Adava Care. Quick call — things are largely on track. Key topics: website health, domain rating boost approval, LinkedIn rollout, private pay initiative, marketing materials, QR code issues, directory rebranding, and the Egan → Mark leadership transition at Asymmetric.

Attendees: Kurosh Dejgosha, Kari Krause, Cassandra (Adava Care), Tolson (Adava Care), Jenni Spinelli (Regional Director, Milwaukee), Melissa Cusumano (Asymmetric)

Overview

A routine monthly sync that moved quickly. Organic performance is strong, ads are performing well within budget constraints, and the new marketing materials (brochures, folders) are out in the field. The main decisions made were approving the $250 domain rating boost and confirming a collaborative LinkedIn management approach. The leadership change at Asymmetric (Egan stepping back, Mark stepping up) was surfaced and Kurosh requested an introduction to Mark.

Key Decisions

Decision	Owner	Notes
Approve $250 domain rating boost	Kurosh	Promises up to +40 DR points in 30 days; Kurosh called it "a drop in the bucket" and approved
LinkedIn managed collaboratively	Kari + Melissa	Kari leads internally; Melissa sends creative concepts for review
No ad budget changes at this time	Kurosh / Kari	Ads performing well; Pewaukee nearly full, Glendale/St. Francis/Oak Creek generating strong leads
Private pay messaging incorporated into upcoming blogs	Melissa	Will pull 1–2 topics from the strategy doc for the next blog batch
Directory rebranding handled by Kari	Kari	She will contact A Place for Mom and similar directories to update Willowbrook/Matthews → Adava Care

Action Items

[ ] Melissa — Implement $250 domain rating boost (approved by Kurosh)
[ ] Melissa — Send social post creative concepts to Kari for LinkedIn
[ ] Melissa — Incorporate private pay messaging into next batch of blog posts
[ ] Melissa — Have Mark reach out to Kurosh directly for an introduction (one-on-one or next call)
[ ] Melissa — Send insert cost quotes to Kari (noted as going out same day)
[ ] Melissa — Contact Ian at signage company for updated exterior signage visuals to refresh website
[ ] Melissa — Develop full GBP content calendar by location
[ ] Kari — Review private pay initiative strategy document (link shared in meeting chat)
[ ] Kari — Send Melissa examples of QR code landing page issues (wrong pages, multi-community landing pages)
[ ] Kari — Update directory listings (A Place for Mom, etc.) from Willowbrook/Matthews to Adava Care
[ ] Kari — Resolve folder insert issues once cost quotes received

Topic Notes

Website Health & Domain Rating

Website health score is at 100 in Ahrefs — strong backend optimization, clean meta, good referring domains. Domain rating is currently low (noted as "2"), which limits organic search visibility.

Melissa proposed a $250 backlink campaign from a third-party vendor that promises up to +40 DR points in 30 days. Kurosh approved. Organic traffic is already up ~160 points and organic keywords are trending up; this is an incremental boost on top of existing momentum.

"$250 is kind of a drop in the bucket relatively here, so we can go ahead and just try it out." — Kurosh

Ad Performance

Ads are performing well and are budget-limited (not performance-limited). No changes requested. Location-level status:
- Pewaukee — nearly full
- Glendale — high lead volume
- St. Francis — good
- Oak Creek — good

New LinkedIn banner graphic was well-received. Going forward:
- Kari manages the LinkedIn page internally
- Melissa provides creative concepts and collaborative support
- LinkedIn content strategy will differ from Facebook/Instagram (more B2B/referral-partner oriented)

Melissa will send previously developed social post concepts so Kari has a visual baseline.

Private Pay Initiative

A strategy document was shared in a prior meeting (Kari had missed it due to vacation). Melissa re-shared the link in chat. Document covers:
- Target demographics
- Key messaging strategy
- Competitive advantages
- Transition considerations
- Implementation steps: website updates, GBP optimization, private-pay keyword targeting

Kurosh reviewed it previously and has no strong objections. Kari and Jenni to review. Melissa will begin weaving private pay messaging into upcoming blog posts — including topics like "Do you accept Medicaid?" to capture search traffic even for services being phased out.

Marketing Materials & QR Codes

New brochures and folders are printed and being distributed. The folder design was praised enthusiastically by Kari. Inserts are still pending (cost quotes sent day-of).

QR code issues identified:
- Oak Creek QR → lands on Google reviews/stars page (not the location page)
- At least one location (possibly Wabash or Glendale) → lands on a multi-community landing page requiring scrolling to find the right community

Kari will document and send specific examples to Melissa for resolution. They may connect later in the week to work through it.

Directory Rebranding

Several third-party directories (e.g., A Place for Mom) still list locations under Willowbrook or Matthews branding rather than Adava Care. Kari will take ownership of contacting each directory to update. Kurosh noted each platform has its own annoying access/verification process.

Leadership Transition at Asymmetric

Egan has stepped back from day-to-day operations at Asymmetric Applications Group. He remains a part owner but is no longer working with clients. Mark (Coca-Cola background, strong digital strategy experience, working with Melissa since 2020) is now the primary leadership contact.

Kurosh noted he originally signed with Asymmetric because of Egan and wants to meet Mark before fully transitioning his trust. Melissa committed to arranging an introduction — either on the next monthly call or as a standalone one-on-one.

"I signed up with you guys because of Egan. So I would like to at least meet Mark and see who he is." — Kurosh

Day-to-day work and team composition are unchanged.

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