AHS NARI Expo Campaign — January

Overview

A geo-targeted Meta ad campaign planned to drive traffic to AHS's booth at the end-of-January NARI Expo. The campaign leverages Gina Richardson's re-election to the NARI board as a credibility asset and uses booth location targeting alongside broader citywide reach.

This campaign was scoped during the ^[1] December 2025 marketing review. Execution owner is Sebastian Gant (Asymmetric).

Campaign Details

Targeting Strategy

• Hyper-local layer: Geo-fence the event center itself to reach attendees already on-site or nearby.
• Citywide layer: Broader audience matching AHS's customer persona (contractors, facilities managers, school administrators) across the host city.
• Timing: Ads run for a few days leading up to the event date to build awareness before foot traffic peaks.

This mirrors the dual-layer approach used in the ^[2] (Madison + 45 miles / Wisconsin-wide).

Strategic Asset: Gina's NARI Board Re-Election

Gina Richardson is being re-elected to the NARI board for a three-year term (vote on December 15). This provides a meaningful credibility signal to fold into the campaign:

• Ad copy / creative: Reference her board membership to establish AHS as an industry insider, not just an exhibitor.
• Social calendar: Add a January announcement post about the re-election to reinforce authority ahead of the expo.
• Rationale: Board membership signals trust and legitimacy to the contractor audience attending NARI events.

"I think it gives a little bit more validity." — Sebastian Gant, Dec 2025 meeting

Action Items

• [ ] Launch Meta ads for NARI Expo (Booth #405); geo-target event center + citywide (@Sebastian Gant)
• [ ] Add Gina's NARI board re-election announcement to January social calendar (@Sebastian Gant)
• [ ] Share campaign previews with Gina Richardson for approval before launch (@Sebastian Gant)

Related

• ^[3]
• ^[4]
• ^[5]