AHS Marketing Meeting — 2026-02-12
Overview
Weekly marketing sync between Sebastian Gant (Asymmetric) and the AHS team (Gina Richardson, Bob Stigsell, Brady). Topics covered: custom CRM app development status, thank-you card order approval, a scheduling error in Brady's training email campaign, and a newly identified competitor in the vermiculite ad space with a potential partnership angle.
Attendees:
- Gina Richardson — AHS (admin@madisonasbestos.com)
- Bob Stigsell — AHS (bob@madisonasbestos.com)
- Brady — AHS (brady@madisonasbestos.com)
- Sebastian Gant — Asymmetric
Key Decisions
| Decision | Detail |
|---|---|
| Thank-you cards approved | 500 cards at $260 ($0.52/card) from local vendor; raised-texture logo and text |
| Branded envelopes declined | $150 add-on not needed |
| Brady email campaign fix | Cancel Monday (Feb 16) send; reschedule final email for Feb 19 (next Thursday) |
| Healthy Home Insulation outreach | Gina will find a contact to explore a referral partnership |
Topics
Custom CRM App (Replacing MarketSharp)
Mark's custom app is in late-stage development and nearing completion. It is designed to:
- Replace MarketSharp for proposal generation
- Function as a full CRM
- Serve as an all-in-one tool customized for AHS's workflow
Next step: Mark will schedule a walkthrough with the AHS team once the app is complete. Sebastian will coordinate scheduling.
Thank-You Cards
A local vendor was sourced for 500 thank-you cards.
- Cost: $260 total (~$0.52/card)
- Feature: Raised-texture treatment on the logo (daisy) and select text — gives a premium feel
- Envelopes: Branded envelopes available as a $150 add-on; declined
- Logistics: Sebastian and Melissa will manage the order and invoicing
Brady's Training Email Campaign — Scheduling Error
The final email in Brady's onboarding/training sequence was sent prematurely (went out the day of the meeting instead of the following Thursday).
- Cause: Sebastian's scheduling error — email was placed in the wrong sequence slot
- Impact: Recipient received the final email out of order, ahead of schedule
- Resolution:
- Cancel the Round 2 email scheduled for Monday, Feb 16 (to avoid over-messaging)
- Reschedule the final email to send on Thursday, Feb 19
Vermiculite Ad Campaign — New Competitor
A competitive shift was identified in the Google Ads auction for vermiculite-related keywords.
- Previous: AHS held ~30% impression share, leading the auction
- Current (last 30 days): Healthy Home Insulation (Waukesha, WI) has overtaken AHS as the top impression share holder
- Who they are: A pure insulation company based in Waukesha; new-looking website suggests recent investment in marketing
Partnership rationale:
- AHS's vermiculite service is removal only — they do not do insulation replacement
- AHS currently refers customers to Koala for insulation work post-removal
- Healthy Home Insulation is a complementary (non-competing) service
- A referral loop could benefit both companies; AHS would also accept jobs in the Waukesha area if referred
Note: Revive also appeared in the impression share data for the prior month — AHS has since partnered with Revive for asbestos work, which may explain keyword overlap.
Action: Gina will identify a contact at Healthy Home Insulation and initiate a conversation about collaboration.
Other Updates
- Social media: February posts (reviewed on prior call) are scheduled ~5–6 days apart through end of month. March posts are in progress.
- Location pages: SEO copy to be published by EOD Monday, Feb 16. Service page SEO copy to follow.
- Video project: Feedback from Gina has been submitted to the video team; implementation not yet confirmed. Sebastian to follow up.
Action Items
- [ ] Sebastian — Follow up with video team to confirm Gina's feedback has been incorporated
- [ ] Sebastian — Confirm invoicing with Melissa, then order 500 thank-you cards (no envelopes)
- [ ] Sebastian — Fix Brady training email sequence: cancel Feb 16 send; reschedule final email for Feb 19
- [ ] Sebastian — Publish location page SEO copy by EOD Monday, Feb 16
- [ ] Sebastian — Send March social media posts to AHS for review once complete
- [ ] Gina — Find a contact at Healthy Home Insulation (Waukesha) and propose a referral collaboration
Related
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