AHS Dec 11–12 Training — Meta Ad Campaign

Campaign built to drive sign-ups and awareness for AHS's December 11–12 asbestos training in Madison. Two separate ad sets with distinct audiences and CTAs, running through December 10 at 8 AM.

Campaign Overview

Detail	Value
Client	^[1]
Platform	Meta (Facebook + Instagram)
Flight	Launch ASAP → end Dec 10, 8:00 AM
Geography	Madison + 45 miles; Wisconsin-wide
Goal	Drive training sign-ups for Dec 11–12 event

Ad Sets

Ad 1 — Parent Awareness

Detail	Value
Objective	Awareness
Audience	Parents, parent educators, PTAs, private school and secondary education interests
CTA / Destination	Links to a landing page (informational, not the sign-up form)
Headline	"Could there be asbestos at your child's school?"
Copy angle	"Your child's school may have asbestos — help keep the classroom safe."

Rationale: Parents are not the direct buyer for training, but they create pressure on schools to act. The copy is intentionally alarming — Gina Richardson reviewed and approved the "scary" framing, acknowledging the risk of causing alarm is outweighed by the awareness value. Linking to a landing page (rather than the form) gives parents context before they escalate to school administrators.

"As a parent, that would freak me out… I think it's okay. I'm just nervous about it." — Gina Richardson

Ad 2 — School Staff Sign-ups

Detail	Value
Objective	Conversions
Audience	School interests and job titles (Wisconsin-wide)
CTA / Destination	Links directly to the training sign-up form
Headline	"Is your school's asbestos training up to date?"
Copy angle	"December 11–12 is your chance to get staff certified and ensure your building is compliant. Sign up now."

Rationale: School staff (janitors, maintenance workers, administrators) are the direct buyers. Sending them straight to the form reduces friction for a time-sensitive event.

Technical Notes

Instagram connection issue: Resolved prior to launch. The AHS Instagram account is now correctly linked to the ad account. The error shown in Ads Manager was a display lag, not an active problem.
Budget: Estimated audience ~200K — budget does not need to be large to reach saturation at this audience size.
End date: Originally set to Dec 19 in draft; corrected to Dec 10, 8:00 AM (training begins Dec 11 at 8:00 AM).

Supporting Campaign — Email Blast

A coordinated email blast went out December 3 to reinforce the Meta campaign. See ^[2] for details.

List: Existing contacts + 400 newly sourced school janitor/maintenance worker emails
Owner: Sebastian Gant (now primary email contact following Chris's departure)
Content: Updated version of the previous training email — November and Madison-specific references removed

Key Decisions

Two-ad strategy separating parent awareness from school staff conversions was chosen over a single unified ad to allow different CTAs and landing destinations.
"Scary" copy approved by Gina Richardson for the parent ad despite concern about causing unnecessary alarm — framed as a necessary trade-off for awareness.
Parent ad goes to landing page, not form — deliberate friction to give parents context and reduce unqualified inquiries to AHS.

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