--- title: Kick-off Meeting — 2026-04-05 type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2025-10-13-avant-gardening-landscaping-kick-off-93688166.md tags: - avant-gardening - kick-off - google-ads - meta-ads - email-marketing - seo - wordpress - hosting - crm - lmn-granum layer: 2 client_source: Avant Gardening industry_context: b2b-services transferable: false --- # Kick-off Meeting — 2026-04-05 ## Overview Initial kick-off call with Tim Stenzel (owner, Avant Gardening & Landscaping) to establish engagement scope, review the pre-meeting questionnaire, surface immediate website issues, and align on digital marketing strategy. Chris Ostergaard will serve as primary account manager; Melissa Cusumano (Director of Operations) facilitated and will remain loosely involved. **Attendees** - Chris Ostergaard — Account Manager, Asymmetric - Melissa Cusumano — Director of Operations, Asymmetric - Tim Stenzel — Owner, Avant Gardening & Landscaping (external) **Recording:** [Fathom summary](https://fathom.video/share/ANxxoqQ_D7_w1mygwhhjj45X2F12oQd-) --- ## Key Decisions - **Scope confirmed:** Strategy & Digital Marketing Plan, Google Ads, Meta Ads, Evergreen Email Campaign, lead conversion tracking, and custom analytics dashboard. SEO and hosting are not in current scope but are under active consideration. - **Recruitment ads:** Tim confirmed staffing is a persistent challenge; recruitment-focused ad campaigns are a legitimate secondary objective to explore alongside lead generation. - **Commercial targeting excluded:** Avant Gardening will not pursue traditional commercial accounts (gas stations, malls, etc.). Property management / HOA work is acceptable to target. - **Snow removal not advertised:** Existing snow removal accounts are sufficient; no campaigns needed for that service. - **Meeting cadence:** Weekly for the first month, then reduced frequency. Same time slot (Monday). - **Website fix responsibility:** Tim will contact Tingles directly to resolve the broken sub-pages issue, as Asymmetric does not yet have site access or context. --- ## Action Items | Owner | Item | Priority | |---|---|---| | Chris | Send platform access checklist to Tim (include `team@asymmetricpro.com` as the grant address) | Immediate | | Chris | Send Melissa's hosting one-sheeter to Tim alongside the checklist | Immediate | | Chris | Schedule recurring weekly Monday meeting | This week | | Tim | Grant WordPress admin access to `team@asymmetricpro.com` | Immediate | | Tim | Contact Tingles to resolve broken lower-level pages ASAP | Immediate | | Tim | Complete platform access checklist upon receipt | This week | | Asymmetric | Begin developing seasonal ad and email campaign strategy | This week | --- ## Business & Positioning Notes ### Services - **Core split:** ~50% maintenance (ongoing care), ~50% landscaping/construction (new installs, hardscaping, planting). - **Full service list:** Landscaping design, hardscaping (patios, retaining walls, stonework), planting, natural lawn care, landscape lighting, maintenance, snow removal (existing accounts only). - **Profitability hierarchy:** Planting installs > hardscaping > pure labor jobs. Pure labor (haul-away, etc.) is least profitable and not a target segment. ### Target Audience - Middle-to-upper-income homeowners in Dane County, primarily Madison and surrounding suburbs (McFarland, Sun Prairie, east side). - Geographic radius limited by travel time; Tim charges travel time, which naturally filters out distant low-value jobs. - Property management companies / HOAs are acceptable secondary targets. ### Unique Selling Points 1. Eco-friendly, natural lawn care approach — differentiator in the Madison market. 2. Personalized design (no cookie-cutter landscaping); Tim does designs himself. 3. Combined design-build and maintenance capability. 4. Long-standing local reputation in Dane County. 5. Employee culture and work-life balance (relevant for recruitment messaging). ### Design & Sales Process 1. Inbound inquiry → on-site consultation with Tim. 2. Simple projects: proposal only. Complex/full redesigns: paid design engagement first. 3. Client owns the design; ~70% proceed with Avant Gardening for installation. ### Competitive Landscape | Competitor | Notes | |---|---| | Bruce Company | Largest local player; has a garden center; well-known brand | | Formecology | Eco-focused; most directly overlaps with Avant's natural lawn care niche | | Alston | Small local firm | --- ## Digital Platform Inventory | Platform | Status | |---|---| | Website | WordPress on GoDaddy hosting; built by Tingles (graphic design firm); lower-level pages currently returning 404 | | Google Analytics | Active | | Google Ads | No active campaigns; no confirmed account | | Meta / Facebook Ads | Previously ran ads; account may exist but Tim is unsure of current state | | Email Marketing | No active platform; previously used Mailchimp (lapsed) | | CRM / Estimating | LMN (now rebranded as Granum) — handles estimating, proposals, time tracking, and customer records | --- ## Website & Hosting - **Current issue:** All sub-pages returning "not found" errors as of the meeting date. Homepage functional. Issue appeared after Tingles made changes to address a spam form problem. - **Current setup:** WordPress CMS, hosted on GoDaddy, managed loosely by Tingles (graphic design firm that subcontracts web development). - **Tim's frustration:** Tingles lacks deep WordPress expertise; slow to resolve issues; Tim receives SEO/indexing alerts he doesn't understand. - **Asymmetric hosting option:** $150/month ($450/quarter). Includes plugin maintenance, 24/7 monitoring, daily backups, WordPress/PHP updates. Melissa shared a one-sheeter. Tim is open to switching, especially if SEO is added later. > *"I would be interested in bringing it all together and have someone who could manage it a lot more."* — Tim Stenzel --- ## Marketing Strategy Direction - **Immediate goal:** Build spring backlog during the winter off-season. - **Seasonal rhythm:** Fall, winter, spring, and summer campaigns with messaging adapted per season. Winter = brand awareness / top-of-mind; spring = conversion-focused. - **Content assets to leverage:** Before/after project photos, staff spotlights, lifestyle imagery. - **Recruitment ads:** Explore targeting career-starters looking for stable employment in the trades. - **Negative keywords / exclusions:** Free landscaping, DIY landscaping, cheap lawn care, mobile services, brand-name comparisons. - **Email:** Set up a new platform (Mailchimp account is stale); build a seasonal send schedule aligned with ad campaigns. --- ## Related - [[clients/current/avant-gardening/_index]]