AHS Marketing Meeting — 2026-01-29

Overview

Monthly marketing sync with ^[1]. Reviewed NARI homeshow email campaign results, approved four social media posts, granted Gina email platform access, discussed edits to the Sarah & Mike video testimonial, and flagged a Google Ads lead form → MarketSharp sync failure requiring a Zapier fix.

Attendees:
- Gina Richardson — AHS (admin / gina@madisonasbestos.com)
- Bob Stigsell — AHS
- Brady — AHS (brady@madisonasbestos.com)
- Paul Buniel — Asymmetric
- Sebastian Gant — Asymmetric (account lead)

Key Decisions

• Postcard design approved: The "daisy" (top) design selected; 500 units, all with a blank back for flexibility across use cases (thank-you cards, post-project leave-behinds, etc.).
• Social posts approved: All four January/February posts approved for scheduling; "Winter Moisture Warning" to go out first given active pipe-bursting incidents in Madison.
• Email platform access granted: Sebastian sent a platform invite to gina@madisonasbestos.com so Gina can self-serve urgent campaigns (e.g., re-engaging open proposals) without waiting on Asymmetric.
• Video testimonial — hold on publishing: First draft reviewed; second draft required before sending to Sarah & Mike (who are traveling through February).
• Lead form kept active: Despite the MarketSharp sync failure, the Google Ads lead form will remain live because leads are converting. Manual CSV workaround in place until Zapier automation is built.

Action Items

• [ ] Sebastian — Email contractor pages doc to Gina & Brady for review; incorporate feedback and publish.
• [ ] Sebastian — Email first-round campaign previews to Gina; send first round.
• [ ] Sebastian — Email Melissa re: postcard printing quote (500 units, blank back); forward quote to Gina.
• [ ] Gina — Accept email marketing platform invite; set password; test sending a campaign.
• [ ] Sebastian — Update social posts per Gina's feedback: remove subheader, purchase stock images, add pipe-bursting copy to Winter Moisture Warning; schedule Winter Moisture Warning first.
• [ ] Sebastian — Edit Sarah & Mike testimonial: remove full-room painting claim, correct "paint" → "encapsulant," include Mike clip, add "lead" to services list, include Brady mention; send second draft.
• [ ] Sebastian — Expand mold search campaign keywords/targeting; monitor performance.
• [ ] Sebastian — Work with Mark to export Google Ads lead-form CSV and send leads to Gina; follow up on Zapier → MarketSharp automation.
• [ ] Sebastian — Provide Gina with a walkthrough of the email platform.

Topic Notes

Email Marketing

NARI Homeshow Campaign Results
- 301 clicks → 219 unique ticket downloads
- ~40% open rate; low unsubscribe and bounce rates
- Outcome: strong vendor networking at the show; no direct jobs attributed, but mold seminar flyers were distributed to attendees

Gina's Platform Access
- Use case: sending urgent, self-managed bulk emails (e.g., targeting contacts with open proposals during slow periods)
- Invite sent to gina@madisonasbestos.com; Sebastian to provide a walkthrough session

Social Media

Four posts approved for January/February scheduling:

• Stock images to be purchased before final scheduling
• Facebook and Instagram bios updated with website links (link-in-bio now functional)
• March content will be back on normal cadence; design team backlog caused the January delay

Video Testimonial: Sarah & Mike

First draft reviewed in-meeting. Sarah & Mike are traveling (Antarctica) through February, so no client review needed yet.

What's working:
- Branded intro/outro
- Sarah's story of interviewing ~6 remediation companies before choosing AHS
- Question overlay format

Required edits for second draft:
1. Terminology: Replace "paint" with "encapsulant" throughout — it's a different product and the distinction matters for accuracy and liability
2. Scope claim: Remove/qualify the "painted the entire room" statement — AHS does not always paint the full space; this could create false customer expectations
3. Services: Add "lead" to the services list (currently shows asbestos, mold, selective demolition only)
4. Mike: Find and include a clip of Mike speaking
5. Brady: Include the segment where the customer mentions Brady finding an additional problem area by instinct — this is a strong differentiator moment
6. Opening: Tighten the repetitive "paneling" section at the start

PPC & Google Ads

Budget increase (effective Jan 23) — early results:
- Pmax campaign: ~10 leads generated, all via the lead form; all captured in CSV only (see issue below)
- Mold Search campaign: Impression share ~27% since Jan 24, up ~1% from prior period
- Low search volume attributed to severe weather keeping people home; Sebastian to expand keyword targeting to compensate

Google Ads Lead Form → MarketSharp Sync Failure
- Leads submitted via the Google Ads lead form are not forwarding to MarketSharp
- Currently captured in a CSV within Google Ads, but Sebastian lacks permissions to download it directly (requires Mark's access)
- Interim: Sebastian to work with Mark to export the CSV and send leads to Gina manually
- Fix: Mark to build a Zapier integration: Google Ads lead form submission → MarketSharp record creation
- Lead form kept active — conversion rate is good and removing it would lose leads

Website & Print

Contractor Pages
- Updated based on prior discussion; Brady has been commenting in the shared doc
- Ready for final review by Gina and Brady → Sebastian to send

Location Pages
- In development; templated approach with location-specific copy substitution

Postcards
- Design: "daisy" top design approved
- Quantity: 500 units, blank back (handwritten notes for flexibility)
- Next step: Sebastian to contact Melissa (Asymmetric's Madison contact) for a printing quote

Context & Notes

• Maureen is no longer at Asymmetric; design tasks were redistributed, causing a backlog that pushed February social content to March
• Mark (developer) is wrapping other projects and will be shifting focus to the AHS app build — Gina should expect questions from him
• Sebastian is currently traveling / working remotely from Austin, TX