---
title: AHS Marketing Meeting — 2026-01-29
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-01-29-ahs-marketing-meeting-118298810.md
tags:
- meeting
- client:ahs
- marketing
- email-marketing
- ppc
- google-ads
- social-media
- video-testimonial
- zapier
- marketsharp
- seo
- postcards
- website
layer: 2
client_source: Advanced Health & Safety
industry_context: saas
transferable: false
---

# AHS Marketing Meeting — 2026-01-29

## Overview

Monthly marketing sync with [[wiki/clients/current/ahs/_index|Madison Asbestos & Health Safety (AHS)]]. Reviewed NARI homeshow email campaign results, approved four social media posts, granted Gina email platform access, discussed edits to the Sarah & Mike video testimonial, and flagged a Google Ads lead form → MarketSharp sync failure requiring a Zapier fix.

**Attendees:**
- Gina Richardson — AHS (admin / gina@madisonasbestos.com)
- Bob Stigsell — AHS
- Brady — AHS (brady@madisonasbestos.com)
- Paul Buniel — Asymmetric
- Sebastian Gant — Asymmetric (account lead)

---

## Key Decisions

- **Postcard design approved:** The "daisy" (top) design selected; 500 units, all with a blank back for flexibility across use cases (thank-you cards, post-project leave-behinds, etc.).
- **Social posts approved:** All four January/February posts approved for scheduling; "Winter Moisture Warning" to go out first given active pipe-bursting incidents in Madison.
- **Email platform access granted:** Sebastian sent a platform invite to gina@madisonasbestos.com so Gina can self-serve urgent campaigns (e.g., re-engaging open proposals) without waiting on Asymmetric.
- **Video testimonial — hold on publishing:** First draft reviewed; second draft required before sending to Sarah & Mike (who are traveling through February).
- **Lead form kept active:** Despite the MarketSharp sync failure, the Google Ads lead form will remain live because leads are converting. Manual CSV workaround in place until Zapier automation is built.

---

## Action Items

- [ ] **Sebastian** — Email contractor pages doc to Gina & Brady for review; incorporate feedback and publish.
- [ ] **Sebastian** — Email first-round campaign previews to Gina; send first round.
- [ ] **Sebastian** — Email Melissa re: postcard printing quote (500 units, blank back); forward quote to Gina.
- [ ] **Gina** — Accept email marketing platform invite; set password; test sending a campaign.
- [ ] **Sebastian** — Update social posts per Gina's feedback: remove subheader, purchase stock images, add pipe-bursting copy to Winter Moisture Warning; schedule Winter Moisture Warning first.
- [ ] **Sebastian** — Edit Sarah & Mike testimonial: remove full-room painting claim, correct "paint" → "encapsulant," include Mike clip, add "lead" to services list, include Brady mention; send second draft.
- [ ] **Sebastian** — Expand mold search campaign keywords/targeting; monitor performance.
- [ ] **Sebastian** — Work with Mark to export Google Ads lead-form CSV and send leads to Gina; follow up on Zapier → MarketSharp automation.
- [ ] **Sebastian** — Provide Gina with a walkthrough of the email platform.

---

## Topic Notes

### Email Marketing

**NARI Homeshow Campaign Results**
- 301 clicks → 219 unique ticket downloads
- ~40% open rate; low unsubscribe and bounce rates
- Outcome: strong vendor networking at the show; no direct jobs attributed, but mold seminar flyers were distributed to attendees

**Gina's Platform Access**
- Use case: sending urgent, self-managed bulk emails (e.g., targeting contacts with open proposals during slow periods)
- Invite sent to gina@madisonasbestos.com; Sebastian to provide a walkthrough session

---

### Social Media

Four posts approved for January/February scheduling:

| Post | Notes |
|---|---|
| "Winter Moisture Warning" | **Schedule first** — pipe-bursting incidents active in Madison; add pipe-bursting copy, remove subheader |
| "Ice Dams" | Timely mold-risk post; Gina liked the blue design |
| "NARI Re-election" | Announces Gina's re-election as NARI Secretary |
| "Start 2026 with Peace of Mind" | General lead-gen; on-brand version (not the field image) selected |

- Stock images to be purchased before final scheduling
- Facebook and Instagram bios updated with website links (link-in-bio now functional)
- March content will be back on normal cadence; design team backlog caused the January delay

---

### Video Testimonial: Sarah & Mike

**First draft reviewed in-meeting.** Sarah & Mike are traveling (Antarctica) through February, so no client review needed yet.

**What's working:**
- Branded intro/outro
- Sarah's story of interviewing ~6 remediation companies before choosing AHS
- Question overlay format

**Required edits for second draft:**
1. **Terminology:** Replace "paint" with "encapsulant" throughout — it's a different product and the distinction matters for accuracy and liability
2. **Scope claim:** Remove/qualify the "painted the entire room" statement — AHS does not always paint the full space; this could create false customer expectations
3. **Services:** Add "lead" to the services list (currently shows asbestos, mold, selective demolition only)
4. **Mike:** Find and include a clip of Mike speaking
5. **Brady:** Include the segment where the customer mentions Brady finding an additional problem area by instinct — this is a strong differentiator moment
6. **Opening:** Tighten the repetitive "paneling" section at the start

---

### PPC & Google Ads

**Budget increase (effective Jan 23) — early results:**
- **Pmax campaign:** ~10 leads generated, all via the lead form; all captured in CSV only (see issue below)
- **Mold Search campaign:** Impression share ~27% since Jan 24, up ~1% from prior period
- Low search volume attributed to severe weather keeping people home; Sebastian to expand keyword targeting to compensate

**Google Ads Lead Form → MarketSharp Sync Failure**
- Leads submitted via the Google Ads lead form are not forwarding to MarketSharp
- Currently captured in a CSV within Google Ads, but Sebastian lacks permissions to download it directly (requires Mark's access)
- **Interim:** Sebastian to work with Mark to export the CSV and send leads to Gina manually
- **Fix:** Mark to build a Zapier integration: Google Ads lead form submission → MarketSharp record creation
- Lead form kept active — conversion rate is good and removing it would lose leads

---

### Website & Print

**Contractor Pages**
- Updated based on prior discussion; Brady has been commenting in the shared doc
- Ready for final review by Gina and Brady → Sebastian to send

**Location Pages**
- In development; templated approach with location-specific copy substitution

**Postcards**
- Design: "daisy" top design approved
- Quantity: 500 units, blank back (handwritten notes for flexibility)
- Next step: Sebastian to contact Melissa (Asymmetric's Madison contact) for a printing quote

---

## Context & Notes

- Maureen is no longer at Asymmetric; design tasks were redistributed, causing a backlog that pushed February social content to March
- Mark (developer) is wrapping other projects and will be shifting focus to the AHS app build — Gina should expect questions from him
- Sebastian is currently traveling / working remotely from Austin, TX