Social Media Content Strategy — BluePoint ATM

Overview

BluePoint ATM's social media presence is managed through GoHighLevel, with content created by Asymmetric's social media team and approved by BluePoint stakeholders before scheduling. The primary platform is LinkedIn, targeting B2B decision-makers in the venues and ATM/kiosk space. Meta is not currently in use.

Approval routing:
- Reverse ATM content → Mike Stebbins
- Traditional ATM content → Wade Zirkle

See also: ^[1] | ^[2]

Content Themes

Equipment Downtime / "Hidden Cost"

A recurring content theme positioning BluePoint as a reliability partner. The core message: every minute equipment is down costs the business more than just revenue — it loses customers.

Approved graphic copy (Dec 2025 revision):
- Headline: Why Modern Equipment and Technology Matter
- Body: Every minute your equipment is down, your business loses more than just revenue. It loses customers.
- Formatting notes: "equipment is down" bolded; no all-caps in word bubbles; subject-verb agreement corrected ("matter" not "matters")

Status: Approved for scheduling after minor text edits were resolved on the Dec 2025 call.

Holiday Travel Montage

A seasonal post targeting travel plaza operators and general brand awareness. Concept: a montage of BluePoint ATM installations at travel plazas across the country, framed around holiday travel and BluePoint as the go-to interstate provider.

Assets needed from Wade: Photos from multiple travel plaza locations.

Timing: Schedule for mid-to-late December.

Seasonal Employee Post

Content around seasonal hiring and cash handling at point-of-sale. Mike suggested imagery of a cashier taking cash from a register. Final creative direction left to the design team with BluePoint input.

Assets needed from Wade: Seasonal employee images and messaging.

Holiday Cash / Prepaid Card Post

A lighthearted post timed for Dec 23 or Dec 24 targeting last-minute shoppers. Angle: cash (or a prepaid card) is the gift people actually want.

Tone options discussed:
- Straightforward: "Go to the ATM, get cash"
- Dual-product: highlight both cash and BluePoint prepaid cards
- Edgier/humorous: visual gag with Santa holding one of each

Decision: No strong preference from BluePoint; goal is brand awareness on LinkedIn, not direct conversion. Draft to be created by Asymmetric.

Penny Shortage Awareness

An opportunistic content angle around the ongoing U.S. penny shortage. At time of the Dec 2025 call, few others were posting on this topic — potential for early-mover visibility.

Action: Wade to research relevant penny-shortage hashtags and share with Melissa.

Hashtag Strategy

Current Issue

Wade flagged that some hashtags used by the social media manager were too broad or off-target (e.g., #equipmentleasing — more associated with heavy equipment than kiosks). The team acknowledged this was a mistake and agreed it needs tightening.

Resolution

Melissa committed to asking the social media manager to share:
- The tools they use to identify hashtags
- Their methodology for evaluating hashtag relevance

This documentation will be shared with Mike and Wade for transparency and alignment.

Guidance for BluePoint Content

Hashtags should be specific to:
- ATM / kiosk / cashless payment verticals
- Venue types (stadiums, theme parks, travel plazas)
- Relevant news hooks (e.g., penny shortage, cash trends)

Avoid broad industry tags that dilute reach or attract irrelevant audiences.

Content Calendar & Scheduling

Content is designed in GoHighLevel. BluePoint stakeholders will be onboarded to GoHighLevel for review and approval access. Training to be scheduled with Mike and Wade.

December content status (as of Dec 2025 call):
| Post | Status |
|---|---|
| Penny shortage post | Published (LinkedIn company page + Mike & Wade personal pages) |
| "Hidden Cost" / equipment downtime graphic | Approved; ready to schedule |
| Holiday travel montage | Pending assets from Wade |
| Seasonal employee post | Pending assets from Wade |
| Holiday cash/prepaid card post | To be drafted; target Dec 23–24 |
| Remaining December posts | With designer; expected by following Monday |

Key Decisions

• LinkedIn ads are paused pending an Oct–Nov digital performance review; organic social continues. See ^[3].
• Meta is not in use for BluePoint at this time.
• Approval is split by product line (Mike = Reverse ATM, Wade = Traditional ATM) to keep review efficient.
• Hashtag methodology must be documented and shared with the client going forward.

Action Items (from Dec 2025 call)

• [ ] Melissa: Pause LinkedIn paid campaigns
• [ ] Melissa: Draft holiday cash/prepaid card post; schedule Dec 23–24
• [ ] Melissa: Request hashtag tools and methodology from social lead; share with Mike and Wade
• [ ] Melissa: Schedule GoHighLevel training with Mike and Wade; grant access
• [ ] Wade: Send holiday travel montage photos + seasonal employee images and messaging to Melissa
• [ ] Wade: Research penny-shortage hashtags; share with Melissa