Marketing Meeting — 2026-03-24
Client: [1]
Meeting type: Marketing progress review
Recording: Fathom
Attendees
Asymmetric:
- Karly Oykhman
- Sebastian Gant
- Melissa Cusumano
- Avokerie Onorimuo
Cordwainer / Liesenfeld International (external):
- Bodo Liesenfeld
- Tamilyn Liesenfeld
- Erica Lathrop
- Maria Lastoria
Overview
Bi-weekly marketing sync covering CRM/API access, website updates, blog strategy, and PPC campaign status. The main blocker resolved was Bing Ads billing; the main blocker remaining is Eldermark API access, which was formally handed off to Karly to drive. Facebook ads were paused by mutual agreement; a new high-intent landing page is nearly complete and will be deployed across all ad platforms.
Key Decisions
| Decision | Detail |
|---|---|
| Karly leads Eldermark API project | Bodo had initiated contact with Omaima; Karly is now the sole driver. Bodo remains on CC only. |
| Facebook ads paused | Low engagement; will relaunch with updated creative and new landing page. |
| Bing Ads billing resolved | Bodo's user permissions lacked billing access; Sebastian added the credit card manually during the call. |
| Stock photos: replace on core pages, OK for blogs | Authentic photos preferred on service/content pages; stock acceptable for blog posts due to volume needs. |
Topics
1. Eldermark API Access (CRM Blocker)
Status: Stalled — Karly taking ownership
The project to obtain Eldermark API access has been stalled. Key issues:
- No recent communication from Omaima (Eldermark technical contact)
- The phone number in Omaima's email signature is invalid
- The support portal login is failing
- The previously issued API key has likely expired
Why API access matters: The API allows backend CRM customization — adding or removing fields and behaviors not exposed in the standard Eldermark UI. Once access is restored, implementation is expected to move quickly.
Resolution path:
- Karly to email Omaima directly, provide her own phone number, and request a call
- CC Krista (Omaima's manager / customer care lead) to ensure accountability
- Bodo remains on CC but is not driving; Karly owns the thread
"You are the only one. Only you can." — Bodo, confirming the handoff to Karly
2. Website & Content Updates
Developer edits: All previously requested changes are live. Bodo confirmed the site looks good.
Photo audit:
- Bodo flagged that some stock photos remain on core pages (e.g., a dining scene)
- Decision: replace stock photos with authentic Cordwainer images where available and quality is acceptable
- Bodo will audit the site and email Sebastian with specific replacement suggestions
- Sebastian will replace the dining stock photo with a resident photo from the batch Bodo previously sent
- Exception: Stock photos are acceptable for blog posts, which require 4–5 images each
"Even a tiny lesser quality photo that shows us, to me, is better than a stock photo, because a stock photo is immediately recognized as a stock photo. And as soon as you know it's a stock photo, the message is gone." — Bodo
Blog strategy:
- Five new SEO-focused blogs are built and being added to the "Expert Corner" page
- Blogs are written as standalone articles (no explicit Cordwainer mentions in body copy) to avoid Google treating them as ads; a CTA is added at the end of each post
- Upcoming blog topic: Looping hallways as a gold standard in memory care design — a key Cordwainer differentiator; planned for the next content batch
April events:
- Updated flyers (Brethren's and Norwell) sent by Sebastian; ready to go live
- Event emails to be finalized with Erica and Maria and sent by end of week
3. PPC & Ad Strategy
Google Ads:
- Optimization pass completed; Sebastian to send Bodo a summary email after the call
Bing Ads:
- Google campaigns imported to Bing with 10–20% of the Google budget (~$1–$10/day depending on campaign)
- Blocker resolved: Bodo's account lacked billing permissions; Sebastian added Bodo's Amex manually during the call
- Campaigns are now live; performance reporting to follow
New landing page:
- ~90% complete per designer update day-of
- Purpose: high-intent, single-page experience with no navigation menu — drives visitors toward scheduling a tour or calling
- Includes social proof (Google reviews)
- Benefit: improves Google Quality Score → lower ad costs
- Will be deployed across Google, Bing, and Facebook (on relaunch) once approved
Facebook ads:
- Paused due to declining engagement
- Relaunch plan: updated creative + new landing page
Display ads:
- Designer updating 13 ads with corrected dimensions based on Tim's feedback
- Sebastian to notify team when complete; ads will run as remarketing on Google
Action Items
- [ ] Karly — Email Omaima re: Eldermark API access; include own phone number; CC Krista and Bodo; follow up daily until resolved
- [ ] Bodo — Audit website; email Sebastian with stock photo replacement suggestions
- [ ] Sebastian — Replace dining stock photo with resident photo from Bodo's batch
- [ ] Sebastian — Add April event flyer to site
- [ ] Sebastian — Email Bodo Google Ads optimization summary
- [ ] Sebastian — Pause Facebook ad campaign
- [ ] Sebastian — Share completed landing page for client review when ready
- [ ] Sebastian — Notify team when updated display ads (13 ads) are ready
- [ ] Sebastian & Erica/Maria — Finalize April event emails and send by EOW
Next Meeting
April 7 (bi-weekly cadence confirmed).