Overview

Melissa Cusumano and Michal Bielerzewski (Asymmetric) met with Diana Henry (Didion) to review Meta ad performance, plan a new recruitment campaign, and work through outstanding golf sponsorship page issues. The call surfaced lingering frustration over a legacy budget allocation error from prior account managers, which has since been corrected.

Attendees:
- Diana Henry — Didion (dhenry@didioninc.com)
- Melissa Cusumano — Asymmetric
- Michal Bielerzewski — Asymmetric

Key Decisions

• Recruitment campaign structure: Launch a separate $1,000/month campaign for 3 months, isolated from the existing ad budget to enable clean testing against creative and spend.
• Plug-and-play ad format: Prioritize a PMAX-style format (supply copy, images, URL; let machine learning assemble ads) to avoid design fees and accelerate launch. Melissa to confirm Meta's equivalent capability with the PPC team.
• Golf form payment options: Remove "Cash" from the sponsorship form; leave only "Check" and "Credit Card."
• Golf form email triggers: Both post-submission email triggers (sponsor confirmation copy + internal Diana notification) are broken and need to be fixed by Eshock. The Zapier → Google Sheet step is confirmed working.

Action Items

Topic Notes

Ad Budget & Meta Performance

A legacy budget allocation error — originating during account manager transitions (Jack → Lisa → Egan → Melissa) — caused ongoing frustration for Diana. The allocation has been corrected.

Current Meta performance is healthy at the top of funnel:
- Strong impression and click volume
- CPC under $1 (noted as "amazing")
- Zapier → Google Sheet integration confirmed working for the golf form

Diana noted that internal staff sometimes don't feel like they're seeing the ads, which Melissa acknowledged as a known quirk of frequency targeting.

"The one thing that we do pay you retainer for, we've had issues with — the budget not being allocated correctly, the ads not being updated as they were supposed to." — Diana Henry

Recruitment Campaign Strategy

Diana wants to run a focused campaign tied to Didion's current "improvement blitz" without cannibalizing the existing ad budget or spending heavily on creative production.

Proposed approach:
- $1,000/month × 3 months, separate campaign
- Use a plug-and-play format (like Google PMAX) where Didion supplies raw assets (copy points, images, URL/CTA) and the platform assembles ad variants via machine learning
- Rationale: redirect money from design fees into actual ad spend

Note on PMAX: Asymmetric does not currently run a PMAX campaign for Didion in Google. Melissa needs to confirm whether Meta offers an equivalent before committing to the format.

Billboard design correction: A previously quoted $3,000 billboard design was actually $2,000 — Melissa had pulled the wrong figure from her exchange with Mark.

Golf Sponsorship Page

Diana made several direct edits during the call. Remaining items require Eshock.

Completed during call:
- Removed "Eighth Annual" text from the Monetary Donations page (redundant)
- Removed "Cash" as a payment option from the sponsorship form

Requires Eshock:
- Sponsor confirmation email: When a form is submitted, the sponsor must receive an email containing a copy of their submission/commitment
- Internal notification email: Diana must receive an email trigger for each new form submission
- Thank you page copy: Update on-page message to read something like: "Thank you for your sponsorship commitment. You'll receive a confirmation email shortly."

Current Zapier status:
- ✅ Form submissions populate the Google Sheet correctly
- ❌ Sponsor confirmation email trigger — not firing
- ❌ Internal (Diana) notification email trigger — not firing

Related

• ^[1]