wiki/clients/current/new-dawn-shine/2025-11-21-marketing-sync.md Layer 2 article Client: A New Dawn / Shine 1148 words Updated: 2026-04-05
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A New Dawn / Shine Marketing Call — 2025-11-21

Overview

Bi-weekly marketing sync between Sebastian Gant and Melissa Cusumano (Asymmetric) and Katie Geiser (client, owner of both [1] and [2]). Meeting covered website content workflow for New Dawn, SEO strategy and technical blockers for Shine, brand guidelines review, and PPC status.

Attendees:
- Sebastian Gant — sebastian.gant@asymmetric.pro
- Melissa Cusumano — melissa.cusumano@asymmetric.pro
- Katie Geiser — kgeiser@anewdawntherapyllc.com (client)

Next meeting: December 5, 2025 @ 10:00 AM Central (recurring bi-weekly)

Key Decisions

Action Items

Topics

New Dawn: Website Content & Template Fix

Problem: AI-generated copy for service pages (Trauma, Anxiety, etc.) lacks Katie's specific therapeutic voice and approach. Sebastian does not want to write how Katie would approach a given therapy modality.

Agreed workflow:
1. Katie drafts 1–2 paragraphs per topic in the shared Google Doc — no formatting required, just her natural language
2. Katie uses an emoji to signal the draft is ready
3. Sebastian expands the draft, adds H2s and FAQs, and SEO-optimizes
4. Yellow = ready to review; Green = approved

Template bug: The current website template is not set up with dynamic copy blocks. Editing any field (e.g., the header on the Trauma page) applies the change to all service pages simultaneously. A developer will fix this by converting static copy fields to dynamic/page-specific blocks. No action needed from Katie.

"All we would need to do is get a dev in here to switch out this copy for what's called dynamic copy or dynamic block — so the template itself will stay the same but when we go into edit the trauma page versus the anxiety page, it won't change them on every page." — Sebastian

Shine: SEO Strategy & Location Pages

Strategy: Build 8–10 location-specific pages to capture local search intent (e.g., "construction cleaning Madison," "construction cleaning Verona"). Each page targets a specific city in Shine's southern Wisconsin service area.

Service area discussion: Katie confirmed Shine serves southern Wisconsin. Key counties include Dane, Green, Rock, Columbia, and Jefferson, plus the Milwaukee/Waukesha corridor. Cities discussed: Madison, Milwaukee, Verona, Middleton, Sun Prairie, Waukesha. Dane County suburbs are growing rapidly and likely generate meaningful search volume.

Implementation: Asymmetric design team will build a page template, then populate individual city pages. Navigation treatment (dropdown vs. tile format) to be determined internally. Final city list will be confirmed with Katie before build.

On-page SEO: SEO guide also recommends adding navigation links to the Shine footer and improving internal linking — Sebastian's team will implement.

Shine: Domain Rating Boost

Shine's current Ahrefs Domain Rating is 0. Domain Rating is a key input to SEO performance, driven by backlinks and site authority.

Service details:
- Provider: third-party service Asymmetric works with
- Cost: $250 one-time
- Target: DR 30+
- Includes: 1-year monitoring; if DR dips below 30, it will be restored
- Katie approved this during the call

Context: A DR of 30 is considered solid for a medium-sized local business. Comparable local competitors are around 26. Large national brands sit at 50–80+.

Shine: Technical & Admin Blockers

Bluehost 2FA resolved: Asymmetric's dev team was blocked from accessing Shine's Bluehost account because login triggered a two-factor authentication code sent to Katie's email. During the call, Katie added team@asymmetric.pro as an admin user in Bluehost, unblocking dev access.

Google Business Profile: Shine's GBP has an issue requiring a fix. Sebastian shared a step-by-step guide with Katie during the call. Katie will complete this on her end, as it may require business registration documents.

Email deliverability: Katie noted that Gmail appears to be purchased but shows as "unconfigured" in Bluehost. Sebastian will investigate whether there is a configuration issue affecting email delivery now that the team has Bluehost admin access.

Brand Guidelines

One-page brand guideline documents have been created for both A New Dawn and Shine. Each includes: logo variants, color palette with hex codes, typography, and usage dos/don'ts.

Feedback:
- Secondary color palettes were pulled from existing site colors and are not finalized
- Katie is not attached to the current secondary colors for either brand
- Sebastian will ask the design team to propose alternative secondary palettes
- Shine's logo was re-exported at higher quality; Sebastian will upload the cleaned file to the shared folder and send to Katie

PPC Campaign (Shine)

Setup is in progress but intentionally paused. Rationale: foundational website work (content, SEO, forms, email deliverability, Google Business Profile) is higher priority and should be in place before paid traffic is driven to the site.

Notes

Sources

  1. Index|A New Dawn Therapy
  2. Index|Shine