--- title: Marketing Review — Nov 11 2025 type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2025-11-11-ahs-marketing-meeting-100842454.md tags: - meeting - client-ahs - marketing - ppc - seo - facebook-ads - email-marketing - website - training-promotion - lead-magnet - chatbot - vendor-fair - nari-expo layer: 2 client_source: Advanced Health & Safety industry_context: saas transferable: false --- # Marketing Review — Nov 11 2025 Monthly marketing review for [[wiki/clients/current/ahs/index|Madison Asbestos & Hazardous Substances (AHS)]]. Primary focus: growing the school training email list, website UX improvements, and PPC optimization. **Attendees:** Sebastian Gant, Karly Oykhman, Mark Hope, Avokerie Onorimuo, Paul Buniel (Asymmetric); Gina Richardson, Bob Stigsell, Brady (AHS) **Next in-person meeting:** Tuesday, Nov 18, 9–10 AM — 5940 Seminole Center Ct, Suite 225A --- ## Overview The meeting covered five main areas: training promotion strategy, website staging feedback, PPC performance, SEO status, and upcoming event/expo initiatives. Bob was not present for most of the call. --- ## Key Decisions - **Facebook ads for school training** will run two audiences: school administrators/principals (compliance messaging, higher budget) and parents (informational/awareness, lower budget). - **Lead magnet** concept approved for development — likely a school asbestos compliance checklist on a dedicated landing page. Requires Bob's approval before build. - **"Request a Training" page** will be updated to broaden language ("for your organization" vs. "for your employees"), add a Wisconsin-only validation on the address field, require an organization address when off-site training is selected, and remove the "Do you think you have asbestos?" content block. - **Event Calendar** will link directly to Google registration forms on click, bypassing the intermediate event detail page. - **"Insulation" keyword** will be added to the Asbestos PPC campaign to capture traffic from users referred by insulation contractors who don't know the term "vermiculite." - **Brady** will attend the Nov 21 video shoot off-camera to assist with B-roll; Gina will not attend. - **Custom chatbot** approved for build — rule-based, with pre-approved Q&A, live agent pass-through during business hours, and auto-reply after hours. - **NARI Expo (Jan 24–25, 2026):** Meta geofencing campaign confirmed for the event. --- ## Training Promotion ### Current Registration Status | Course | Registrants | Capacity | |---|---|---| | Dells (Kalahari) | 15 | 50 | | Madison | 13 | 25 | Madison course is near capacity and is primarily for repeat attendees (people who have completed the full two-day DELS training). The Dells course is the growth target — Bob's goal is eventually 100, current room cap is 50. ### Email Performance (Rounds 1 & 2) - Open rates: 30–40% ✓ - ~52 clicks → ~25 registrations (~50% form conversion) ✓ - Soft bounce: 2.6% / Hard bounce: 3.4% - Unsubscribe rate: ~1.9% - Benchmark: ~13–14 sign-ups per 1,000 emails sent Content and conversion metrics are strong. The constraint is list size, not engagement quality. ### Growth Strategy 1. **Facebook Ads** — Two ad sets: - School admins/principals: compliance-focused ("Is your school asbestos compliant?"), higher budget - Parents: informational/awareness angle, lower budget 2. **Lead Magnet** — Compliance checklist or record-keeping template on a dedicated landing page; gated by email capture. Page also targets organic keywords like "school asbestos compliance." Needs Bob approval on content. 3. **Internal Outreach** — Sebastian to consult internal sales outreach coordinator on tools for building school contact lists; also check past client CRMs (HubSpot, etc.) for relevant contacts. 4. **Direct Outreach** — Gina texting/calling past attendees who haven't re-registered. 5. **Email cadence** — Continue weekly sends; move CTA above the fold; add urgency/dates to subject lines and body. > **Note:** The Madison course is not a growth target — it's capped at 25 and serves a long-standing cohort. As that group ages out/retires, new contacts should funnel into the Dells course instead. --- ## Website Updates ### "Request a Training" Page | Element | Change | |---|---| | Header copy | "for your employees" → "for your organization" | | Subhead/label | Add "educational" to clarify this is not a sales presentation | | Disclaimer | Add note: this training is not for schools | | Address validation | Show inline warning if non-Wisconsin address is entered | | Conditional field | Require organization address when "training at your organization's location" is selected | | Bottom content block | Remove "Do you think you have asbestos?" block | ### "Event Calendar" Page - Clicking an event links directly to its Google registration form (removes intermediate event detail page) - **Feature request:** Add "Add to Calendar" button to Google Forms — Sebastian to research feasibility - Default calendar view: set to Monday start - Add "event has passed" state for expired events - Sebastian to investigate whether Gina can add events directly; report back on cost/process --- ## PPC Performance ### Asbestos Campaign - Budget raised to **$20,000** (end of last call) - **Search Impression Share: 56%** (up from ~20s previously, ~50 at campaign start) - Conversions up; ~$20 cost per conversion - 2 direct calls from ad, 3 calls from website click-through ### Vermiculite Campaign - Low search volume limits impact even at current budget - Impression share is ~50% but the audience is small — users don't know the term - **Insight:** Recent vermiculite leads were referred by insulation contractors; the clients themselves used the phrase "asbestos insulation" - **Action:** Add "insulation" keyword to the Asbestos campaign (not Vermiculite, to avoid campaign overlap) --- ## SEO & Organic - **Domain Rating:** Currently suppressed (temporary effect of a paid DR-building service); expected to jump to 40–50 soon, which should significantly lift organic rankings - **AI Overviews:** AHS content is appearing in Google AI Overviews — indicates strong page structure and topical relevance - **Traffic recovery:** Organic traffic recovered after the September Google update that penalized low-quality AI-generated content — confirms content quality is solid --- ## Other Initiatives ### Vendor Fair Game (December) - Concept approved: "Can you spot the danger?" — three physical vinyl floor samples in plastic sleeves (2 without asbestos, 1 with), demonstrating that asbestos isn't visually obvious - Gina's design team will rework the ChatGPT-generated sign with AHS branding and colors - Gina already has contact info for all attendees; email capture not needed ### NARI Expo — Jan 24–25, 2026 - AHS has a booth; free tickets will be available to link from the website - Meta geofencing campaign confirmed: one ad set targeting the city/persona, one targeting the convention center footprint - Sebastian to build an event landing page on the AHS site for the expo - Gina to share calendar invite with Sebastian ### Video Shoot — Nov 21 - Videographer confirmed - Sarah is the on-camera subject - Brady will attend off-camera to assist with B-roll (pointing out asbestos locations, etc.) - Gina will not attend - Sebastian to email videographer to confirm Brady's off-camera role ### Custom Chatbot - Rule-based (not AI) to ensure accurate, pre-approved answers - Pass-through to live agent during business hours - Auto-reply / off-hours message after hours - Sebastian to build --- ## Action Items | Owner | Task | |---|---| | Gina | Create 3 vinyl floor samples (2 no asbestos, 1 with) in plastic sleeves for vendor fair | | Gina | Rework vendor fair game sign with AHS branding | | Gina | Text/call past training attendees to encourage re-registration | | Gina | Notify Brady of video shoot plan (off-camera) | | Sebastian | Meet with internal sales outreach coordinator re: school email list tools; check CRMs | | Sebastian | Build school compliance page with lead magnet; send concept to Bob for approval | | Sebastian | Build Facebook ads: school admin (compliance) + parent (awareness) audiences | | Sebastian | Update training emails: CTA above fold, add dates/urgency; send next round | | Sebastian | Add "insulation" keyword to Asbestos PPC campaign; ensure no overlap with Vermiculite | | Sebastian | Email videographer re: Brady attending off-camera | | Sebastian | Update "Request a Training" staging: language, WI validation, conditional address field, remove bottom block | | Sebastian | Research "Add to Calendar" on Google Forms; implement if feasible | | Sebastian | Update Events calendar: Monday default, "event has passed" state, direct links to Google Forms; send staging link to Gina | | Sebastian | Confirm with dev: cost/process for Gina to add events directly | | Sebastian | Build custom chatbot (rule-based Q&A, pass-through, off-hours auto-reply) | | Sebastian | Approve/reschedule final social post (vermiculite/insulation) | | Sebastian | Send calendar invite for in-person meeting Nov 18, 9–10 AM, 5940 Seminole Center Ct Ste 225A | --- ## Related - [[wiki/clients/current/ahs/index|AHS Client Index]]