Monthly Marketing Call — October 2025

Date: October 2, 2025
Client: ^[1]
Attendees: Mark Hope, Melissa Cusumano, Karly Oykhman (Asymmetric); Brian Framson, Miriam Framson, imiskic (Citrus America)

Overview

Monthly marketing sync covering company restructuring following Jay Gardner's departure, digital performance review, competitor landing page revisions, newsletter planning, upcoming trade events, and a scheduled HubSpot process discussion.

Key Decisions

• October newsletter will focus on IFPA Anaheim (supporting Jack Vandenberg and Kopke booths), a Bush's success story, and an 8,000 XB product highlight. WGA recap deferred to November.
• November newsletter will be a travel/events recap covering WGA, IFPA, and NGA Executive Conference.
• ZoomX competitor landing page (Version A): Proceed with updates — replace hero image, add "Experience a Juicing Revolution with Citro Casa" headline, and clarify that the historical comparison table reflects ~2005 specs, not current products.
• ZoomO competitor page: Will be built after ZoomX is finalized; largely a find-and-replace of competitor names.
• Ad budget: No changes. Campaigns are performing well; budget is not being fully spent ($40/day actual vs. $60/day budget). Commercial juicer campaign is the strongest candidate for a future budget increase if finances allow.
• HubSpot discussion scheduled for October 9 at 10:30 AM (Mark Hope + Miriam Framson).

Action Items

• [ ] Miriam Framson — Send Bush's photos (at least one horizontal) to Melissa for newsletter
• [ ] Miriam Framson — Review ZoomX competitor page in Figma; leave comments on historical comparison table accuracy and any outdated specs
• [ ] Miriam Framson — Send IFPA (Anaheim) and NGA Executive Conference (D.C., Oct 20–22) dates to Melissa
• [ ] Miriam Framson — Confirm Kopke approval to name both IFPA booth partners in newsletter; send blurb + booth numbers once confirmed
• [ ] Melissa Cusumano — Schedule HubSpot call for Oct 9 at 10:30 AM (Mark + Miriam)
• [ ] Melissa Cusumano — Remove Jay Gardner's access from all systems (social media, HubSpot, etc.)
• [ ] Melissa Cusumano — Remove KLH.com domain access from sales portal by ~October 15
• [ ] Melissa Cusumano — Update dealer POS and non-Citro Casa equipment flyer URLs to CitrusAmerica.com format (lowercase except capital C and capital A)
• [ ] Melissa Cusumano — Schedule social media post about NGA Executive Conference sponsorship
• [ ] Melissa Cusumano — Send follow-up email with full action item list
• [ ] Asymmetric team — Add "Experience a Juicing Revolution with Citro Casa" headline to ZoomX landing page (Version A); replace hero image with ZoomX product photo or generic image
• [ ] Asymmetric team — Fact-check juicer lifespan claims in "Best Commercial Juicer" blog post; explore tiered framing (low-quality: 2–4 yrs, standard: 5–7 yrs, Citro Casa: 10+ yrs)
• [ ] Asymmetric team — Replace AI-generated juicer images in blog posts with actual Citro Casa product photos

Digital Performance Highlights

Competitor organic traffic context: ZoomO down ~10% MoM; ZoomX up ~5%; JuicerNet and Webstron down significantly. Citrus America roughly flat but trending up in positions.

Company Updates

• Restructuring: Jay Gardner has left the company. Miriam and Jacob Framson have split U.S. food service territory (Jacob: East Coast/New England; Miriam: West Coast).
• West Coast sales partner (KLH): Closing operations. Citrus America was gaining traction with them. Portal access to be removed ~October 15.
• Positive momentum: New grocery store orders closed. Container shipment en route, expected before China tariff deadline.
• Aurora Public Schools: Miriam visiting Monday to gather material for a potential success story (contact: Stephen Levine interview).
• School flyer: Unanimously positive feedback. Lufthansa flyer also contributing to active conversations.

Content & Landing Pages

ZoomX Competitor Page (Version A — for ads)

• Replace hero image (remove "happy girl next to ZoomX branding")
• Add headline: "Experience a Juicing Revolution with Citro Casa"
• Clearly label historical comparison section (circa 2005) so it's not read as current specs
• Miriam to review full page in Figma and leave comments

ZoomX Competitor Page (Version B)

• More general "Citro Casa vs. the market" framing
• Replace ZoomX-specific comparison table with broader competitor overview (Zumo, ZoomX, ZumoVal, JBT)
• Miriam to send existing PowerPoint comparison table as reference
• Evaluate whether this becomes a blog post or standalone page

ZoomO Competitor Page

• Pending ZoomX finalization; will be adapted from ZoomX page

"Best Commercial Juicer" Blog Post

• Writer sourced a 5–7 year lifespan claim — needs citation
• Proposed framing: low-quality juicers (2–4 yrs) → standard (5–7 yrs) → high-quality/Citro Casa (10+ yrs)
• Replace AI-generated imagery with real Citro Casa product photos

Upcoming Events

Newsletter Planning

October Issue (target: Thursday, ~Oct 9)

• Success story: Bush's (pending photo from Miriam — need horizontal image)
• Event highlight: IFPA Anaheim — supporting Jack Vandenberg + Kopke booths (pending Kopke approval to name both)
• Product highlight: Citro Casa 8,000 XB

November Issue

• Recap: WGA symposium + IFPA + NGA Executive Conference
• Potential spotlight: NURIF Distillery partnership at NGA (pending their approval)
• May include Jacob Framson's East Coast road trip activity

HubSpot & Sales Process

• Miriam sent a lead process/sequence recommendation in early September
• Mark has reviewed it with additional team input
• Next step: Dedicated call October 9 at 10:30 AM (Mark Hope + Miriam Framson)
• Competitor campaign in Google Ads currently paused — will be reactivated once competitor landing pages are updated; improved page relevance expected to improve Quality Score and campaign efficiency

Related

• ^[2]
• ^[3] (pending)
• ^[4] (pending)