Marketing Sync — 2026-01-13

Client: ^[1]
Attendees: Gina Richardson, Bob Stigsell, Brady (AHS); Paul Buniel, Sebastian Gant (Asymmetric)
Recording: Fathom
Next Meeting: 2026-01-27

Overview

Monthly marketing sync covering five main areas: location page design approval, contractor page strategy, service page copy review, thank-you card redesign, and two time-sensitive email campaigns. The most critical issue surfaced was a significant discrepancy between PPC-reported conversions and leads actually recorded in MarketSharp.

Key Decisions

Action Items

• [ ] Fix MarketSharp PPC tracking — coordinate with Mark to ensure every website form fill creates an inquiry with correct source tagging (Internet / Company Website / division e.g. Vermiculite) and triggers the "Web Lead Follow-Up" activity process. High priority. (@Sebastian Gant)
• [ ] Send NARI Home Show email by Jan 19 — announce AHS presence + booth #, offer free tickets via NARI link, support the show broadly. Publish free ticket link on website too. High priority. (@Sebastian Gant)
• [ ] Redesign thank-you card — postcard format; add phone number, website, "Scan for Google Reviews" CTA with label, "It was our pleasure to make your home safer," flower icon (daisy/sunflower outline), and stamp area on back. (@Sebastian Gant)
• [ ] Finalize location pages — build per approved Option 1 template; update subheader copy; add one more paragraph (~1k word target) and a customer testimonial snippet; integrate video once final edits are complete. (@Sebastian Gant)
• [ ] Write contractor page copy — SEO-focused, targeting problem-solving queries (e.g., "mold under carpet," "asbestos on pipes"); include "Learn More" section on Bob's trainings; CTA is "Contact Us," not a referral program. (@Sebastian Gant)
• [ ] Audit all copy for "pre-1980" AI error — the pre-1980 date applies to lead paint only, not asbestos or mold. Add guardrail to AI prompts going forward. (@Sebastian Gant)
• [ ] Restore asbestos removal page — page was down during meeting; update references per Brady's feedback; replace inspection photo. (@Sebastian Gant)
• [ ] Schedule mold training email campaign — target realtors, drywallers, and insulators; event is Feb 20 at 9 AM, lower-level conference room. (@Sebastian Gant)
• [ ] Create mold training flyer — for Feb 20 event. (@Gina Richardson)

Topic Notes

PPC & MarketSharp Tracking Gap ⚠️

This is the highest-priority technical issue from the meeting.

• PPC reported: 135 form fills (Dec 10 – Jan 8)
• MarketSharp shows: 8 internet leads for the same period (67 total inquiries from all sources)
• Root cause: Website form submissions are not automatically creating an inquiry record in MarketSharp with the correct lead source. The note appears in the contact record, but no inquiry is being logged and no activity process is triggered.
• Required fix: MarketSharp must be configured so every web form fill:
  1. Creates an inquiry on the contact record
  2. Tags source as Internet > Company Website > [division] (e.g., Vermiculite)
  3. Triggers the "Web Lead Follow-Up" activity process (which also fires the bell notification in MarketSharp)
• Sebastian to work with Mark on this. Until fixed, PPC ROI cannot be accurately measured.

"I won't be able to track that to know that it came from our website. And obviously we would want that." — Gina Richardson

Website — Location Pages

• Approved layout: Option 1 (service icons above the form, FAQs at bottom for SEO)
• Subheader copy: "Over 25 years of making Dane County safer." (replaces "Protecting the Dane County area since 2000")
• Word count target: ~1,000 words; current draft is ~150–200. Add one paragraph with local keywords + a customer testimonial snippet.
• Video: First draft received; Sebastian providing feedback before sharing. Will be integrated site-wide once finalized — also planned as its own case study page.
• Template will be replicated across all target municipalities (Sun Prairie, Verona, Middleton, etc.).

Website — Contractor Pages

• Strategy shift: Pages will target organic search for problem-solving queries from contractors who encounter asbestos or mold on the job (e.g., "mold under carpet," "asbestos on pipes," "mold on concrete").
• Tone: AHS as the trusted information source / educator — "we're the teacher, they're the student."
• Content elements:
• Introduction + overview of the relevant hazard for that trade
• FAQs targeting specific search queries
• "Learn More" section highlighting Bob's trainings (builds credibility)
• CTA: "Contact Us" (not a referral program)
• Referral program: Paused. Gina noted tracking complexity and past friction with a referral arrangement. Can revisit if a clear tracking mechanism is identified.
• Contractor types to build pages for: plumbers, flooring contractors, drywallers, insulators (and others TBD).

Website — Service Page Copy

• Brady has reviewed ~50% of the copy; Sebastian has implemented his feedback.
• AI content error to fix: AI-generated copy incorrectly states asbestos is only a risk in homes built before 1980. This date applies to lead paint only. Asbestos and mold have no such cutoff date. Sebastian to audit all pages and add guardrail to AI prompts.
• Asbestos removal page was down during the meeting — needs to be restored and updated.

Thank-You Card Redesign

Current card needs a full redesign to function as a mailable postcard and drive Google Reviews.

Format: Front/back postcard (no envelope needed; leave stamp area on back)

Front:
- "It was our pleasure to make your home safer."
- Flower icon (daisy or sunflower outline — simple, subtle) replacing the shield logo
- AHS brand colors (dark blue noted as "striking" against white back)

Back:
- Phone number
- Website
- QR code linking to Google Reviews with clear label (e.g., "Scan to let us know how we did")

Notes:
- Gina hand-made ~120–150 organza bags with flower seeds for the NARI Home Show — these are separate from the card but share the flower motif.
- Consider printing a small batch without "home" in the copy for commercial/business recipients.

Email Campaigns

NARI Home Show — Due Jan 19 🔴

• Audience: Entire contact list (all segments)
• Key message: AHS will be at the NARI Home Show; here's a free ticket link
• Tone: Support the show broadly — Gina noted attendees aren't coming to talk about asbestos, so lead with the event, not the sales pitch
• Assets: Free ticket link (in Gina's email signature); NARI logo from their site; AHS logo from NARI's Facebook post announcing exhibitors
• Website: Publish the free ticket link on the AHS site as well
• Next meeting (Jan 27) is right after the show — good opportunity to debrief

Mold Training — Feb 20

• Event: Bob leading a mold training session
• Date/Time: February 20, 9:00 AM
• Location: Lower-level conference room (same as previous school training)
• Target lists: Realtors, drywallers, insulators (not school list)
• Assets needed: Flyer (Gina to create); email campaign (Sebastian to schedule)
• Mold training content also connects to the contractor pages strategy — Bob's trainings are a trust signal worth featuring on those pages.

Socials & Blogs

• January social posts delayed for most Asymmetric clients due to team reallocation (Mylene departed). Design team is catching up. Sebastian flagged this for transparency — no action required from AHS.

Next Meeting

Date: 2026-01-27
Will include NARI Home Show debrief.