--- title: AHS Marketing Meeting — March 2026 type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2026-03-24-ahs-marketing-meeting-132457509.md tags: - meeting - client-ahs - marketing - seo - ppc - social-media - video-strategy - spotify-ads - vermiculite - asbestos layer: 2 client_source: Advanced Health & Safety industry_context: saas transferable: false --- # AHS Marketing Meeting — March 2026 **Date:** March 2026 **Client:** [[wiki/clients/current/ahs/index|Madison Asbestos & Hazardous Services (AHS)]] **Attendees:** - Gina Richardson (AHS — admin) - Bob Stigsell (AHS — owner) - Brady (AHS) - Sebastian Gant (Asymmetric — account lead) - Karly Oykhman (Asymmetric) - Avokerie Onorimuo (Asymmetric) **Recording:** [Fathom](https://fathom.video/calls/610909108) --- ## Overview Monthly marketing review covering April social content, SEO performance milestones, PPC campaign results, and two new initiatives: Spotify audio ads for mold awareness and a co-produced vermiculite removal video with partner Koala Insulation. --- ## Key Decisions - **Social posts revised before scheduling.** The asbestos and vermiculite April posts both require copy and image corrections before going live. Earth Day post approved as-is. - **Spotify ads approved for exploration.** Sebastian to send Gina a demographics brief, pricing overview, and campaign plan targeting mold awareness during spring thaw. - **Vermiculite removal video greenlit for planning.** Concept is a "satisfying process" video (think: rug-cleaning viral content) co-funded with Koala Insulation. Sebastian to draft a collaboration proposal. - **Sarah video case study approved for use.** Gina confirmed Sarah signed off. Privacy constraint: no identifying location details (she sells high-value jewelry). "Madison" is acceptable; last name and specific address are not. - **OS (operations system) unblocked.** Gina sent DeMarc 8 proposal templates during the meeting. DeMarc to implement and then schedule a field-accuracy review with Gina. --- ## Action Items | Owner | Task | |---|---| | Sebastian | Revise asbestos post: "take down floors," soften legal language, swap powder image for microscope graphic | | Sebastian | Revise vermiculite post: WI-specific asbestos language, "estimate" CTA, replace sawdust photo with real vermiculite image | | Sebastian | Draft future post on unsafe vermiculite/asbestos removal, linking to DHS reporting site | | Sebastian | Add Earth Day image to AHS website | | Sebastian | Update website footer to list all service counties (Dane, Columbia, Green, Iowa, + others from Gina) | | Sebastian | Publish 3 approved blog posts to site by end of week | | Sebastian | Finalize contractor page design; add "Insulation Contractors" page | | Sebastian | Send SEO performance report (keyword growth + AI citations) to Gina for Bob | | Sebastian | Send Spotify ad plan (demographics, pricing, targeting) to Gina | | Sebastian | Create dedicated page to house the Sarah video case study | | Sebastian | Follow up with DeMarc on OS template implementation timeline | | Sebastian | Draft vermiculite removal video plan; propose cost-share with Koala Insulation | | Gina | Send any remaining OS proposal templates to DeMarc | --- ## Social Media Content Review ### Asbestos Post - **Copy:** Change "pull up floors" → "take down floors" - **Legal language:** Soften "Wisconsin law requires asbestos testing before demolition" → "Asbestos testing should be done before demolition" (enforcement is ambiguous for homeowners doing their own work) - **Image:** Replace powder/dust photo with a microscope graphic - Status: Needs revision → resend to Gina for approval ### Vermiculite Post - **Copy:** Replace "may contain asbestos fibers" → "In the state of Wisconsin, vermiculite is known to contain asbestos" - **CTA:** Change "schedule your vermiculite evaluation" → "schedule your vermiculite estimate" - **Image:** Replace current photo (looks like sawdust on plywood) with an accurate vermiculite image; keep the attic framing/composition - **Future content idea:** Separate post on unsafe DIY removal, linking to the Wisconsin DHS reporting page (frame around businesses, not neighbors) - Status: Needs revision → resend to Gina for approval ### Earth Day Post - Approved as-is - Gina wants the Earth Day image added to the AHS website for broader use --- ## SEO & Website ### Organic Performance - **Keyword growth:** ~43 → ~115 ranked keywords since the SEO push began — nearly tripled - **New #1 rankings:** "vermiculite insulation asbestos," "asbestos in-house" - **Google AI Overview citations:** 40+ total, up 17 in the past month — attributed primarily to FAQ additions on service pages - Sebastian to export the keyword growth graph and citation data and share with Gina for Bob ### Website Updates - **Blogs:** 3 posts approved by Bob and Brady; going live by end of week - **Service pages:** Copy and FAQs added to all pages — likely driver of AI citation growth - **Contractor pages:** Copy finalized; design in progress. Will add an "Insulation Contractors" page per Gina's request - **Footer:** Current text ("Dane County") excludes service areas like Monroe (~1 hour away). Update to list all counties served: Dane, Columbia, Green, Iowa, and others (Gina to provide full list via chat) --- ## PPC Performance **Period:** ~February 22 – late March 2026 | Metric | AHS Result | Benchmark | |---|---|---| | Click-through rate | Up to 21% | 4–5% | | Conversion rate | Up to 15% | 1–2% | **Conversion breakdown by campaign:** - Display: 8 calls, 8 emails, 2 Meta chat clicks - Mold: 1 call from ad, 3 calls from website - Brand: 1 call from ad, 4 from website, 1 email click, 1 form submit - PMAX: 1 call from Lead Paint, 1 call + 1 website call from Asbestos campaign **Note:** 10+ organic form submissions came in while Gina was on vacation — strong signal of SEO-driven inbound. Lead follow-up lapsed during her absence; she's back and working through them. --- ## New Initiatives ### Spotify Ads - **Rationale:** Build mold awareness during spring thaw; seasonal uptick expected as homeowners go into attics and find moisture damage - **Format:** Audio ads — awareness play, not direct conversion. High impression volume at low cost - **Precedent:** Effective for other Asymmetric clients - **Next step:** Sebastian sends Gina a demographics brief, pricing overview, and campaign plan - Potential to repurpose audio from the Sarah video case study (with privacy scrubbing) ### Vermiculite Removal Video - **Concept:** "Satisfying process" video showing the before/after of vermiculite removal — modeled on viral rug-cleaning content (high watch time, dopamine-driven engagement) - **Partnership:** Explore co-funding with Koala Insulation (a national brand with a Madison distributorship). AHS refers vermiculite clients to Koala for insulation; Koala refers insulation clients to AHS for vermiculite removal - **Challenge:** AHS workers reluctant to be on camera - **Next step:** Sebastian drafts a collaboration and cost-share proposal --- ## Operations System (OS) Update - **Blocker:** DeMarc (OS implementer) was waiting on AHS proposal templates to configure the system - **Resolution:** Gina sent 8 templates during the meeting; more may follow - **Next step:** DeMarc implements templates, then schedules a review with Gina to confirm field accuracy - Sebastian to follow up with DeMarc on timeline --- ## Notable Transcript Excerpts > **Gina:** "In the state of Wisconsin, vermiculite has asbestos in it, period. So 'may contain asbestos fibers' is maybe not such a — people from other states don't have to worry about that. But you could say something like, 'In the state of Wisconsin, vermiculite is known to contain asbestos.'" > **Gina:** "I think if we could show a video of the removal process, it would be very similar to, you know, like, you've seen insulation videos, right, when you walk by them at a home show... And I think the removal is also pretty fascinating to see it happen." > **Karly:** "The guy who cleans rugs." > **Gina:** "Exactly. Like the guy washing rugs. That is exactly it, Karly. There's a guy washing rugs and you're like, that rug looks so black. And then it comes out and it's white. And you're like, holy [expletive], how do you do that? And you spent 20 minutes watching him do it." > **Sebastian:** "All keywords went from about 43 to almost 115. We've almost tripled the amount of keywords we rank for." --- ## Related - [[wiki/clients/current/ahs/index|AHS Client Index]] - [[wiki/clients/current/ahs/2026-02-ahs-marketing-meeting|AHS Marketing Meeting — February 2026]] *(if exists)*