--- title: Marketing Review — December 2025 type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2025-12-02-ahs-marketing-meeting-105706354.md tags: - client-ahs - meeting - marketing - meta-ads - seo - email-marketing - nari-expo - content-strategy - location-pages layer: 2 client_source: Advanced Health & Safety industry_context: saas transferable: false --- # Marketing Review — December 2025 ## Overview Monthly marketing review with AHS (Madison Asbestos / Advanced Health and Safety). Meeting covered the final push for the Dec 11–12 asbestos training, launch of a major SEO initiative, early planning for the January NARI Expo campaign, and several internal project updates. Sebastian Gant noted he is now the primary email contact at Asymmetric following a staffing change. **Date:** December 2, 2025 **Attendees:** - Gina Richardson — AHS (admin@madisonasbestos.com) - Bob Stigsell — AHS (bob@madisonasbestos.com) - Brady — AHS (brady@madisonasbestos.com) - Paul Buniel — Asymmetric - Sebastian Gant — Asymmetric --- ## Key Decisions - **Email blast to go out Dec 3** targeting the existing list plus 400 newly sourced school janitor/maintenance worker contacts; Sebastian will update the previous template (strip November dates and Madison-specific references) and send without additional approval given Gina's sign-off. - **Meta ads for Dec 11–12 training** will run two separate ad sets — one parent awareness ad (landing page, not sign-up form) and one school staff ad (direct sign-up form link) — ending Dec 10 at 8 AM. - **"Scary" parent ad copy approved** by Gina despite acknowledged risk of causing alarm; rationale is that asbestos awareness justifies the urgency. - **10 location pages** will be added to the site and linked from the About Us page (not main nav) to avoid implying multiple offices. Janesville included despite initial hesitation — Brady's proximity makes it serviceable and it's a largely untapped market (~50–75k population). - **~44 blog posts** planned through mid-2026, organized by audience segment (homeowners, schools, commercial, professionals). Gina's Google Alerts topics (e.g., asbestos in cosmetics) to be folded into the calendar. - **NARI Expo campaign** will use geo-targeted Meta ads targeting the event center and citywide, with "Visit us at Booth #405" as the CTA. - **Gina's NARI board re-election** (three-year term, effective Dec 15) to be added to the January social calendar as a credibility/announcement post. --- ## Action Items - [ ] Share AHS Google Drive folder with Gina; Gina to add new team photo to About Us — **@Sebastian Gant** - [ ] Send final email blast (Dec 3) to full list including 400 new school janitor/maintenance contacts — **@Sebastian Gant** - [ ] Launch Meta ads for Dec 11–12 training; set end date to Dec 10, 8 AM — **@Sebastian Gant** - [ ] Email Gina location-page FAQs for approval — **@Sebastian Gant** - [ ] Email Gina location-page template for review — **@Sebastian Gant** - [ ] Email Gina social post previews upon Mylene's return (Dec 3) — **@Sebastian Gant** - [ ] Forward Gina's Google Alerts to content coordinator; add relevant topics to blog calendar — **@Sebastian Gant** - [ ] Begin planning NARI Expo Meta ad campaign; geo-target event center + citywide — **@Sebastian Gant** - [ ] Add Gina's NARI board re-election announcement to January social calendar — **@Sebastian Gant** - [ ] Update Gina on video editing timeline once designer responds — **@Sebastian Gant** - [ ] Send new team and award photos (no alcohol visible) for website — **@Gina Richardson** --- ## Campaign Details ### Dec 11–12 Training — Email Blast - **Send date:** Dec 3 (tomorrow at time of meeting) - **List:** Existing contacts + 400 new school janitor/maintenance emails - **Template:** Previous training email; remove November dates and Madison references - **Approval:** Gina gave verbal go-ahead to use Sebastian's judgment ### Dec 11–12 Training — Meta Ads | | Ad 1: Parent Awareness | Ad 2: School Sign-ups | |---|---|---| | **Audience** | Parents, parent educators, PTAs | School interests & job titles, Wisconsin | | **Geography** | Madison + 45 mi & Wisconsin-wide | Wisconsin-wide | | **CTA / Destination** | Landing page (information) | Direct sign-up form | | **Headline** | "Could there be asbestos at your child's school?" | "Is your school's asbestos training up to date?" | | **End date** | Dec 10, 8 AM | Dec 10, 8 AM | > **Note:** Instagram account connection issue (previously routing to Gina's personal account) has been resolved and connected to the AHS ad account. ### NARI Expo — January Campaign - **Event:** NARI Expo, end of January - **Booth:** #405 - **Channel:** Meta geo-targeted ads - **Targeting:** Event center radius + citywide customer persona - **CTA:** "Visit us at Booth #405" - **Strategic angle:** Pair with Gina's NARI board re-election announcement for added credibility --- ## SEO & Content Initiative ### Location Pages (10 pages) Goal is to capture organic and AI-sourced local traffic from surrounding communities. Pages will be linked from the About Us page under a "Communities We Serve" section rather than the main nav. Locations include Janesville (flagged as a large, underserved market; Brady's proximity makes it operationally viable). - FAQs for each page being drafted; Sebastian will send for Gina's approval before publishing. - Template to be shared with Gina for review before full rollout. ### Blog Content (~44 posts) - Organized by audience: homeowners, schools, commercial properties, professionals - Topics sourced from internal research + Gina's Google Alerts (e.g., asbestos in cosmetics, vermiculite in older schools) - Publishing cadence planned through mid-2026 - Goal: increase site depth to improve organic rankings and AI citation surface area --- ## Internal Project Updates | Project | Status | Owner | Notes | |---|---|---|---| | Internal app | Starting | Mark | Timeline TBD; updates via Fathom | | Video editing | In progress | Designer (via Sebastian) | Footage delivered; editing timeline pending | | Digital training plan | In development | Mark | Exploring webinar-style format for 2026 | | Website photos | Pending | Gina | New team photo + award photos; exclude alcohol shots | | Email management | Transitioned | Sebastian Gant | Chris no longer at Asymmetric; Sebastian is primary email contact | --- ## Related - [[wiki/clients/current/ahs/_index]] - [[wiki/clients/current/ahs/seo-location-pages]] - [[wiki/clients/current/ahs/nari-expo-jan-2026]]