Recruitment Strategy, Masa Narepa Launch & Website Hero Redesign — 2026-04-05
Meeting between: Melissa Cusumano (AAG) and Diana Henry (Didion)
Source: Fathom recording
Overview
A wide-ranging working session covering four main areas: an urgent recruitment advertising push prompted by a drop in applications, review of the live Masa Narepa product page, a decision to simplify the homepage hero to a rectangular format, and review of Masa Narepa launch assets (6-week LinkedIn campaign and two 3-email sequences). Invoicing and site health were addressed at the close.
Key Decisions
| Decision | Detail |
|---|---|
| Recruitment strategy segmented by role type | Skilled trades/manufacturing → Meta + Google; Salaried/professional roles → LinkedIn |
| Homepage hero: remove swoosh, go rectangular | Matches the structured design of the new Masa Narepa page; simpler to develop |
| Email design to be simplified for Constant Contact | Miro mockup is too complex; target 4–5 graphics, drive traffic to site rather than replicate it |
| "Partner in Tradition" graphic: remove second flour bowl | The finer-granulation bowl does not represent Korn Masa |
| Diana to review copy before Mikhail builds email graphics | Avoid rework if copy changes significantly |
Action Items
AAG
- [ ] Deliver recruitment strategy proposal (Meta/Google + LinkedIn) by next Wednesday
- [ ] Revise homepage hero to rectangular format, no swoosh; explore benefit-driven CTA (e.g., "Spice up your product line")
- [ ] Simplify Masa Narepa email graphics for Constant Contact compatibility (target 4–5 graphics per email)
- [ ] Remove second flour bowl from "Partner in Tradition" LinkedIn graphic
- [ ] Resend the "technical errors" site health document (originally sent Sep 19) to Diana
Diana (Didion)
- [ ] Compile all Masa Narepa product page feedback (bugs, copy, images) into a single document, top to bottom
- [ ] Review and approve 6-week LinkedIn campaign content and graphics
- [ ] Review and approve email campaign copy for both sequences (current customers + prospective customers)
- [ ] Process payment: Phase 1 completion invoice + Phase 2 initial cost spend invoice
Topic Notes
1. Urgent Recruitment Strategy
Problem: Applications for open positions have dropped; Didion needs an immediate creative push.
Platform segmentation:
- Meta + Google — Skilled trades, manufacturing, technician roles (general, not role-specific). Existing Meta ads are performing ($7–$24/form submit at $2.30/day) but are flagged as "learning limited" due to low submission volume. AAG's Meta specialist (Sebastian) will audit and optimize.
- LinkedIn — Salaried/professional roles. LinkedIn costs have come down and allow tight audience targeting, yielding higher-quality applicants. AAG is exploring LinkedIn-native lead forms (no website redirect required).
LinkedIn target roles identified:
- COO
- VP of Sales
- Masa Narepa Product Development Manager
- Business Development Manager
- Reliability Maintenance Manager
Indeed: Briefly discussed; AAG does not manage Indeed accounts. Since jobs are already on the Didion website, running ads to Indeed posts was deemed redundant. No action taken.
2. Masa Narepa Product Page Review
The page is live and complete. Diana noted a slider animation glitch (disappearing/reappearing) and flagged that one image appeared to show tortillas rather than corn. Melissa noted the dev team dislikes working in Divi and that some quirks may be screen-size dependent.
"Request a Sample" CTA — Confirmed acceptable; samples are free, so the language is accurate.
Feedback process: Diana to compile all notes (copy, images, bugs) into one document rather than sending piecemeal.
3. Homepage Hero Redesign
The existing hero uses a "swoosh" graphic element that is inconsistent with the rest of the homepage (which is mostly rectangular) and with the new Masa Narepa page design.
Decision: Drop the swoosh entirely. Redesign the hero as a clean rectangular banner. This:
- Creates visual cohesion with the Masa Narepa product page
- Aligns with existing rectangular elements already on the homepage
- Is simpler to develop in Divi
CTA copy: Current copy is acceptable but Mikhail suggested exploring a more benefit-driven option — e.g., "Spice up your product line" — to give users a reason to click. AAG to explore options.
4. Masa Narepa Launch Assets
LinkedIn Campaign (6 weeks)
Content plan reviewed:
| Week | Theme |
|---|---|
| 1 | Launch announcement — Welcome to Didion Masa Narepa |
| 2 | Korn Masa Spotlight |
| 3 | Arepa Spotlight |
| 4 | Product performance & consistency |
| 5 | Facility tour / behind the scenes |
| 6 | Why partner with Didion — longevity, tradition, growth |
Hashtag strategy: Social team researched hashtags by actual click volume. New hashtags (e.g., #KornMasa, #KornMasaFlour) are being established deliberately.
Logo question: Whether to use "Didion" or "Didion Milling" on LinkedIn posts is unresolved. Diana has no strong preference; using both logos (as on the website) was floated. To be confirmed.
Graphic note: "Partner in Tradition, Innovation & Growth" graphic contains two flour bowls — the second (finer granulation) does not represent Korn Masa. Remove it. If the post is general (all Didion products), both bowls could be appropriate; if Korn Masa-specific, use only the coarser-granulation bowl.
Email Campaigns (2 sequences × 3 emails)
| Sequence | Audience | Email Titles (draft) |
|---|---|---|
| Current customers | Existing Didion customers | 1. Meet the Newest Addition / 2. Bring Authentic Flavor to Your Production Line / 3. Exclusive Access, Sample Support & Custom Solutions |
| Prospective customers | New prospects | 1. Discover the Didion Difference / 2. How Masa Narepa Can Elevate Your Products / 3. Ready to Try? |
Design concern: Mikhail's Miro mockup is designed like a web page — too complex for Constant Contact. Agreed approach:
- Simplify to 4–5 graphics per email
- Use email as a teaser to drive traffic to the product page, not a replica of it
- Copy review by Diana first; Mikhail builds graphics after copy is stable to avoid rework
Personalization: "First name" field included in draft; Diana to confirm whether Constant Contact list supports it, or it should be removed.
5. Admin & Invoicing
- Phase 1 completion invoice — outstanding, payment requested
- Phase 2 initial cost spend invoice — outstanding, payment requested
- Retainer — confirmed processing
6. Site Health / SEO
A recent crawl showed a 20-point drop in site health score due to new broken links. AAG sent a "technical errors" document on Sep 19 (no subject line in email); IT has not yet reviewed it. AAG to resend. Diana to route to IT.
Keyword research for Masa Narepa ads and SEO enhancement notes were also shared during the call.
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