Marketing Sync — 2025-11-07

Overview

Friday sync with Katie Geiser covering two active client projects: A New Dawn (therapy practice website) and Shine (construction cleaning). Topics included the website copy review workflow, Book Club blog integration, dev bug fixes, Shine's Google Ads campaign structure, and brand guidelines one-pagers for both brands.

Attendees:
- Katie Geiser — client (A New Dawn / Shine)
- Sebastian Gant — Asymmetric (PPC/SEO lead)
- Melissa Cusumano — Asymmetric (account lead)

Next meeting: Friday, November 21st at 9:00 AM Central

Key Decisions

A New Dawn copy workflow — All website copy will be drafted and reviewed in a shared Google Doc. Sebastian proposes → Katie comments/approves → Sebastian implements. Emoji status indicators in the doc navigation (e.g. 🟡 in review, 🟢 approved) will give at-a-glance progress tracking.
Book Club integration — Rather than a separate blog, Book Club posts will live on the main blog page behind a filter (e.g. "All Posts" / "Book Club"). The Book Club nav link will deep-link to the blog page with that filter pre-selected.
Shine Google Ads — build and pause — All campaigns and landing pages will be built out but kept paused. Katie wants to focus on A New Dawn's group practice hiring before taking on new Shine leads. Campaigns will be activated when she's ready.
Brand guidelines — Melissa will produce one-page brand guides for both A New Dawn and Shine using vector logos and confirmed color codes.

A New Dawn: Website

Copy Workflow

Shared Google Doc with page-by-page structure (URL, target keywords, SEO title, meta description, body copy)
Katie to add key messaging points to each page before copy is drafted — ensures core ideas are baked in from the start
Status tracked via emoji in the doc's left-hand navigation
Once approved, Sebastian implements on-site and marks complete

Book Club Blog Integration

Problem: Katie wanted a separate section for monthly book reviews without duplicating the blog
Solution: Single blog page with category filter — "All Posts" and "Book Club" tabs
Nav behavior: Book Club nav link routes to /blog?filter=book-club (or equivalent), landing with that filter pre-selected
Reference example discussed: Citrus America blog filter implementation

Technical Fixes (Dev Required)

Issue	Detail	Owner
Sticky header disappears	Occurs on pages using slanted/tilted section dividers	Melissa → assign dev
Header too large on scroll	Logo size blocks content; implement dynamic resize (shrinks on scroll)	Melissa → assign dev

Reference example for dynamic logo resize: Bluepoint ATM site

Shine: Google Ads

Campaign Structure (Approved)

Campaign	Goal	Targeting	Budget
Commercial Search	Lead gen from B2B clients	Contractors, developers, property managers	TBD — test equal split with residential
Residential Search	Lead gen from homeowners	Move-in/out, remodeling, new builds	TBD
Branded Search	Brand protection	Users searching "Shine" + variants	Low budget
Remarketing (Display)	Re-engage site visitors & form abandoners	Website visitors, form drop-offs	TBD

Commercial and residential will each have dedicated landing pages; branded/remarketing will share a general landing page
Display ads: start with a half-page mockup for Katie's approval, then build out full size array

Launch Plan

Phase 1: Build all campaigns and landing pages → pause everything
Trigger to activate: Katie signals readiness (after group practice hiring stabilizes)
Phase 2 (future): After ~30–50 conversions, build a Performance Max campaign using accumulated data and creative assets

"We can get these set up and just pause them and have them ready. Just let us know when you want to start going with them." — Sebastian

Brand Guidelines

A New Dawn

Font: Hello Paris (Regular)
Colors confirmed:
#EFC — yellow/gold accent
#3A3A3A — near-black/dark gray
#FFEFD1 (approx) — warm white background
Logo source: Canva (PDF/SVG export); font substitution may be needed in Illustrator

Shine

Logo: PDF file sent by Katie; confirmed vector-based and usable in Illustrator
Colors: to be extracted from PDF

Deliverable: Melissa to produce one-page brand guidelines for each brand.

SEO

Both A New Dawn and Shine sites will be added as projects in Ahrefs
Will track: site health score, organic traffic, keyword rankings
A New Dawn Ahrefs setup will be more meaningful post-site-rebuild

Action Items

Katie

[ ] Add key messaging points to the A New Dawn copy Google Doc before pages are drafted
[ ] Review and approve website copy as Sebastian flags pages for review
[ ] Review draft remarketing display ads for Shine when shared

Sebastian

[ ] Draft A New Dawn website copy in the shared Google Doc (page by page)
[ ] Build Shine Google Ads campaigns and landing pages (commercial, residential, branded, remarketing) — keep paused
[ ] Send meeting recap with updated next steps

Melissa

[ ] Assign developer to fix sticky header bug (slanted divider conflict)
[ ] Assign developer to implement dynamic logo resize on scroll
[ ] Create one-page brand guidelines for A New Dawn and Shine
[ ] Send Katie photographer/videographer contact (headshots needed for Meet the Team page)
[ ] Add both sites to Ahrefs as tracked projects

Notes

Katie is actively transitioning A New Dawn into a group practice — hiring is her primary bandwidth constraint right now, which is driving the decision to pause Shine ads
Katie needs headshots for the A New Dawn Meet the Team page; Melissa has a local contact (Kenosha area)
Asymmetric can support broader marketing (print, video coordination) beyond digital if needed — tabled for now, potential future scope

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