AHS Marketing Strategy Review — 2026-04-05

Overview

December 2025 end-of-year marketing review with ^[1] to assess 2025 progress and define the 2026 marketing strategy. Meeting covered social media approvals, SEO copy updates, video testimonial status, and a forward-looking discussion on organic growth, contractor outreach, cross-sell email campaigns, vermiculite insulator partnerships, and a new job-site leave-behind kit.

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

Next meeting: January 6, 2026

Key Decisions

2026 primary focus is organic SEO. PPC is performing well; the bigger opportunity is organic growth. SEO work will anchor the year.
Asbestos content gets more weight in the social calendar. Bob's explicit request — asbestos is the core business; mold is secondary.
"Ice Dam Mold Risk" campaign moves to early January. Timely given current weather; AHS is positioned as the post-damage remediation solution, not prevention.
Contractor-specific landing pages will be built. Strategy depends on search volume research, but the plan is dedicated pages per contractor type (plumbers, remodelers, flooring, demo) with supporting blog posts linking back. Cost is included in the existing contract.
Cross-sell email campaign approved in concept. Segment existing clients by service type (mold-only, asbestos-only) and target them with awareness of AHS's full offering.
Leave-behind kit will be developed for job sites and the home show. Two components: a thank-you postcard with a Google Reviews QR code, and a wildflower seed packet. Sebastian to lead design and printing coordination.

Topics

December posts approved. "Happy Holidays" graphic selected over "Merry Christmas" for broader business appeal.
2026 social calendar drafted. Gina reviewed; key changes requested:
More asbestos-focused content throughout the year
Ice Dam Mold Risk campaign moved to early January
Existing seasonal themes (vermiculite awareness, basement check season, summer renovation) retained from 2025 framework.

SEO & Website Copy

New keyword-rich copy has been prepared page-by-page, incorporating:
Targeted keyword research per page
Expanded paragraphs where content was thin
Added FAQs relevant to each page's intent
Standardized page structure and paragraph ordering for consistency
Review method: Gina to use Google Docs comment/suggestion mode — highlights and comments, or inline suggestions that won't auto-delete content.
Goal is to deploy updated copy at the start of 2026 for an early organic ranking boost.

Video Testimonials

Editing is ahead of schedule — editor may deliver cuts before end of the holiday period.
Planned use:
2–3 minute full testimonial → website case study page
Shorter clips → social media posts and Meta ads

2026 Strategy: Contractor Outreach

Bob has flagged contractor outreach as a top priority multiple times. Agreed approach:

Dedicated landing pages for high-value contractor types: plumbers, remodelers, flooring contractors, demolition contractors. Electricians likely too narrow for a dedicated page.
Supporting blog posts on adjacent topics that link back to the main contractor page — builds topical authority and improves ranking durability.
Search volume research needed first to determine whether individual pages or a single consolidated "professionals" page makes more sense.
In-person component: AHS planning a contractor training event at their office in January. Sebastian to explore an email campaign to contractors tied to that event.
All page and blog work is included in the existing Asymmetric contract.

Contractor types identified by Gina:
- Plumbers
- Demolition contractors
- Flooring contractors (vinyl tile is a major asbestos vector)
- Remodelers
- Mold remediation companies without asbestos certification
- Electricians (lower priority — limited asbestos overlap)
- Painters (likely have own lead certifications; lower priority)

2026 Strategy: Cross-Sell Email Campaign

Problem: Existing clients often think of AHS as either a mold company or an asbestos company, not both.
Goal: Drive repeat business by making the full service range top-of-mind for current clients.
Method: Segment the MarketSharp database by job type → send targeted emails:
Mold-only clients → "Did you know we also handle asbestos?"
Asbestos-only clients → "Did you know we also handle mold remediation?"
Sebastian to draft both email variants.

2026 Strategy: Vermiculite Insulator Partnerships

Vermiculite removal jobs are currently very high volume ("bonkers") and relatively straightforward.
AHS has a handful of existing insulator referral relationships (e.g., Koala) but wants to expand.
Ideas discussed:
Offer training for insulation contractors on identifying vermiculite/asbestos
Formalize referral partnerships, potentially with kickbacks
Tracking challenge: Hard to attribute referrals when homeowners get multiple insulation estimates. Proposed solution: unique QR code on referral cards given to insulator partners — scans are attributable to that partner.
Mark (not on this call) flagged as the right person to drive the in-person partnership development side.

Leave-Behind Kit

Gina brought a concept inspired by a business card with a QR code she received from a local service company.

Kit components:
1. Thank-you postcard — signed by the crew, with a QR code linking directly to AHS's Google Reviews page. Designed to prompt a 5-star review while the positive experience is fresh.
2. Wildflower seed packet — sourced from 4imprint (Gina already has a sample). Tagline concept: "We took out the nasties — here's something to help your home bloom."

Use cases:
- Job-site leave-behind: supervisor hands the kit to the homeowner at job completion, potentially in a small cinch bag with a business card or magnet.
- Home show giveaway: seed packets as a booth draw item (postcard component optional for this context).

Next steps on kit:
- Sebastian to develop design concepts and tagline options
- Sebastian to coordinate with a local Madison-area printer
- Target: ready before the home show (~one month out from meeting date)

Action Items

[ ] Update 2026 social calendar: add asbestos posts; move Ice Dam Mold Risk to early January — @Sebastian Gant
[ ] Review SEO copy doc in Google Docs; add comments/suggestions — @Gina Richardson
[ ] Prepare homeowner email segment for home show; send the day before the event — @Sebastian Gant
[ ] Schedule January contractor training at AHS office — @Gina Richardson
[ ] Research contractor search volumes; propose contractor pages (plumbing, demo, flooring, remodelers) — @Sebastian Gant
[ ] Draft cross-sell emails: mold→asbestos and asbestos→mold — @Sebastian Gant
[ ] Design leave-behind postcard with Google Reviews QR code; source seed paper/packets; propose taglines; coordinate with local printer — @Sebastian Gant
[ ] Resend SurveyMonkey satisfaction survey to Gina — @Sebastian Gant
[ ] Schedule next meeting for January 6, 2026 — @Sebastian Gant

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