Marketing Sync — Oct 13 2025

Bi-weekly sync with ^[1]. Covered final website edits before launch, early Google Ads performance, email campaign results, and plans to reassess 2026 OKRs.

Attendees:
- Caitlin Doak (American Extractions) — external
- Mark Schweiger (American Extractions) — external
- Karly Oykhman (^[2])
- Avoke Onorimuo (Asymmetric)

Overview

The call focused on walking through the American Extractions website page-by-page to finalize edits before launch, reviewing early Google Ads data, and reporting on email campaign responses. The team agreed to push the site live this week pending a few remaining content items from Caitlin. OKR reassessment was deferred to the next meeting.

Key Decisions

• Website launch target: this week. All remaining edits are minor and can be handled by the developer same-day or next morning. Nothing is blocking launch.
• Homepage product categories finalized: Gummies, Tinctures, Drink Mixes, Ingredient Powders (dropped "Bulk" from headers; retain in body copy for SEO where it fits naturally).
• Technology page icons condensed from 6 to 4. Remove "Maximize Potency" and "Better Bioavailability" as standalone icons; consolidate under True Nano and Fast-Acting/Potent. Caitlin to rewrite copy for those two remaining icons.
• ClearMix Google Ads geo-targeting: Mark confirmed he wants ClearMix campaign expanded to continental U.S. (was limited to CA and CO due to hemp ad regulations).
• Weekly Monday email updates: Karly to send a general project update every Monday, including ad performance, on weeks when the team doesn't meet.
• OKR reassessment deferred to next meeting. Karly will do a full review and come prepared with updated 2026 OKRs.

Action Items

• [ ] Caitlin Doak — Finalize homepage video with Mark; send to Karly when ready
• [ ] Caitlin Doak — Rewrite tech section copy for True Nano and Fast-Acting/Potent icons (condense from 6 to 4 icons)
• [ ] Caitlin Doak — Find suitable gummy image for News page (top-down sugared gummies from existing photo folder identified as candidate)
• [ ] Caitlin Doak — Review October blogs
• [ ] Karly Oykhman — Apply all website edits via developer; send final preview link before launch
• [ ] Karly Oykhman — Launch American Extractions website this week
• [ ] Karly Oykhman — Send general project update (incl. ad performance) every Monday via email
• [ ] Karly Oykhman — Reassess OKRs for 2026; prepare updated version for next meeting discussion
• [ ] Karly Oykhman — Send Friday 9 AM calendar invite to Caitlin for Fieldwell Health site review

Website Updates

Full page-by-page review completed. Summary of changes agreed:

Homepage

• Product categories updated to: Gummies, Tinctures, Drink Mixes, Ingredient Powders
• "Bulk" removed from category headers (may be retained in body copy for SEO)
• Headline capitalization standardized to title case across all pages
• Certification section removed
• Hero video placeholder remains; Caitlin and Mark to finalize video after call

Products & Services

• Header image updated to manufacturing-style photo
• Product images cropped to landscape
• CTA buttons changed from "Contact Us" to "Request More Information"
• Certifications moved above the fold within each product section
• Organic ingredients icon: replace sparkle icon with a clean leaf icon
• "Bulk" removed from all page headers; retained in body copy where appropriate
• Take 9 (house brand) imagery removed from Gummies page
• Tinctures: "ACT" corrected to "MCT" for carrier oils; Potencies icon to be updated to a strength meter/dial

Technology Page

• Icons reduced from 6 to 4: remove "Maximize Potency" and "Better Bioavailability"; keep True Nano and Fast-Acting/Potent
• Caitlin to rewrite copy for the two retained icons to eliminate overlap
• Extra whitespace at bottom of section to be removed

News Page

• Image to be replaced with top-down gummy photo (sugared gummies in tray, from existing asset folder)
• Article CTA buttons changed from default label to "Read More"

About Us

• Section header updated to match homepage: "Full-Service Expertise"

Contact Us

• No changes needed

Google Ads Performance

Campaigns are still in the learning phase. Insufficient data for major optimization decisions yet.

Key metrics (combined):
- Click-through rate: high (target is ≥5% — currently meeting or exceeding)
- Cost per click: high — actively working to reduce via bid adjustments
- Conversions: 3 total — not concerning given low impression volume so far
- Search impression share (Stick Packs): low — attributed to new subdomain not yet indexed by Google; expected to improve over time

Cadence: Ads team reviews daily; adjustments made every other day. Karly will include ad performance in Monday email updates and review live in every bi-weekly meeting.

Note: Landing pages are on a separate subdomain from the main American Extractions site (intentional, for liability reasons). Google indexing of new subdomains takes time.

Email Campaigns

• Batch 1 results: 3 responses received, all confirmed quality leads by Mark
• Batch 2: Sends tomorrow (Tuesday, Oct 14)
• Batches 3 & 4: Each subsequent Tuesday
• Segmentation confirmed: Contacts tagged as ClearMix will not receive Stick Pack emails

Upcoming Email Work

• ClearMix email campaign: Draft nearly complete; Caitlin to send to Karly later this week for build-out
• Self-segmenting campaign: In development at Asymmetric; coming soon

Upcoming Projects

• ^[3] website: To be revisited after American Extractions launch. Karly and Caitlin scheduled for Friday, Oct 17 at 9 AM to discuss.
• 2026 OKR review: Karly to prepare updated OKRs for next bi-weekly meeting.

Selected Transcript Excerpts

On website launch readiness:

Karly: "I think we could probably get it up, you know, definitely by the end of this week if you guys feel like it's ready."
Caitlin: "I mean, I think anything at this point that would need to be changed could just be like, oh, hey, we saw something in the text — can you update that on the live site?"

On Google Ads learning phase:

Karly: "We've only got three conversions so far, but that's not anything too concerning to us yet, just because we haven't had a ton of impressions so far... I'd say it takes about a month for us to kind of get enough data to really get in there and start to make adjustments."

On email campaign quality:

Mark: "Yeah, I think two of the three were legit. I think the third one too."
Karly: "Yeah, so three out of three. Sweet."

On OKR reassessment:

Karly: "I really want to take a deep dive and kind of reassess those and kind of come back to you guys with some updated ones instead of just revisiting the same ones again. And make sure they're designed out for 2026 as well."