--- title: Marketing Sync — 2026-02-25 type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2026-02-25-bluepoint-atm-marketing-call-125365467.md tags: - meeting - bluepoint-atm - linkedin-ads - content - website - seo - action-items layer: 2 client_source: BluepointATM industry_context: b2b-services transferable: false --- # Marketing Sync — 2026-02-25 **Client:** [[wiki/clients/current/bluepoint/index|BluePoint ATM]] **Meeting type:** Marketing strategy sync **Source:** [Fathom recording](https://fathom.video/calls/579059213) ## Overview Weekly marketing sync covering LinkedIn ad strategy, social content updates, logo trademark changes, proposal document improvements, and website development priorities. Primary focus was restarting the paused LinkedIn static ad campaign and planning the next batch of state SEO pages. **Attendees:** - Karly Oykhman (Asymmetric — account lead) - Melissa Cusumano (Asymmetric) - Mark Hope (Asymmetric — not present) - Avokerie Onorimuo (Asymmetric) - Mike Stebbins (BluePoint ATM) - Wade Zirkle (BluePoint ATM) - Chuck (Sales Growth MD — external) --- ## Key Decisions | Topic | Decision | |---|---| | LinkedIn poll | Post from BluePoint company page; boost $50 targeting NY market | | Static ad campaign | Restart for 2 weeks at $1,500; review performance before extending | | Meet the Team carousel | Delay to early April to include new hire Amy (starts Mar 16) | | Logo mark | Change main logo from ™ to ®; tagline remains ™ | | Proposal covers | Build a library of pre-designed segment-specific cover pages | | PMAX landing page FAQs | Use 5–10 FAQs; Mike/Wade to select top 6 from master list | | State pages (first 10) | Push live after updating "Industry Expertise" labels to match redesigned site | | Next 10 state pages | Prioritize cashless-ban states (MA, TN) and large markets (OH) | --- ## Discussion Notes ### LinkedIn Strategy **Poll boost:** The poll will be posted from the BluePoint company page (not personal accounts) so that the $50 boost can be managed by Asymmetric and targets a specific audience rather than existing followers. Mike and Wade will share the post to their personal pages organically to extend reach. Minimum boost spend is $50; team will consider a second boost if engagement is strong. **Static ad restart:** The campaign paused on Feb 19 and lead volume dropped noticeably immediately after. This campaign is the best-performing to date relative to Google Ads and other tested channels. Mike proposed a two-week trial at the existing $1,500 budget with a performance review before committing further. Conversion tracking must be fully verified before launch to ensure complete visibility into lead behavior post-click. > *"If I look at the number of incoming leads since February 19th, that's dropped. So that's why I'm inclined to turn it on again."* — Mike Stebbins ### Content & Asset Updates **Meet the Team carousel:** New hire Amy starts March 16. Team agreed to delay the carousel post until early April so she can be included. A headshot will be needed once she starts. **Reverse ATMs in colleges post:** Mike suggested repurposing the Stadium Speed photo for a separate post about the trend of colleges and universities going cashless with reverse ATMs. Karly will create this as a standalone post. **Logo trademark update:** BluePoint's main logo has been registered (®); the tagline was trademarked separately and stays ™. Karly sent a preliminary list of assets to update; Mike and Wade will expand the list. Priority is website and state pages given active development. **Proposal cover library:** Mike's current pain point is swapping cover photos in Google Docs when customizing proposals by industry (e.g., airport proposal needs a traveler photo). Solution: Asymmetric will design a pre-built cover for each industry segment. Mike will send a list of desired images per segment. **Chamber blog post:** Karly to deliver a draft by EOD Feb 25 for Wade's review before his chamber call on Feb 26. Draft should include 2–3 image placeholders. Note: image content doesn't affect AI citations, but images improve Google ranking. **PMAX landing page FAQs:** Mike has 10–12 FAQs drafted for the main website. Wade will review and select the top 6 for the PMAX landing page. Recommended range is 5–10 — enough for AI citation pickup without degrading user experience. ### Website Development **Calculator demo (`bluepointcalculators.com`):** Demo is live and ready for review. Mike and Wade need to assess: (1) accuracy of existing calculators, (2) any missing calculators to add, and (3) preferred launch strategy (standalone pages vs. integration into main site). Karly will include the link in the post-call recap email. **First 10 state pages:** Ready to push live pending one fix — the "Industry Expertise" section labels must be updated to match the redesigned main site categories (e.g., "Tourist Attractions" → "Amusement Parks and Attractions"). Service page will go live at the same time. **Next 10 state pages:** Wade will email a priority list. Discussion landed on prioritizing: - **Cashless-ban states:** Massachusetts, Tennessee - **Large markets:** Ohio - Remaining states TBD from the existing list (NY, CO, FL, WA, VA, IL, MI, PA, NJ, MD were the first 10) --- ## Action Items ### Asymmetric (Karly) - [ ] Post LinkedIn poll from BluePoint company page; apply $50 boost (NY targeting); notify Mike/Wade to share on personal pages - [ ] Verify LinkedIn conversion tracking; restart static ad campaign for 2 weeks at $1,500; schedule 2-week review with Mike/Wade - [ ] Update Meet the Team carousel machine image; schedule post for early April (include Amy — need headshot after Mar 16) - [ ] Create standalone "reverse ATMs in colleges" post using Stadium Speed photo - [ ] Update logo marks across all assets: main logo → ®, tagline → ™; prioritize website and state pages - [ ] Send recap email to Mike/Wade: calculator demo link, ATM graphics folder, state page list - [ ] Add 2–3 image placeholders to chamber blog draft; deliver to Wade by EOD Feb 25 - [ ] Push first 10 state pages live (after Industry Expertise labels updated) + service page - [ ] Begin next 10 state pages upon receiving Wade's priority list - [ ] Build segment-specific proposal cover library (pending imagery from Mike) ### BluePoint (Mike / Wade) - [ ] Share LinkedIn poll to personal pages once posted - [ ] Provide comprehensive list of all assets needing ™ → ® logo update - [ ] Mike: send Karly segment imagery list for proposal covers - [ ] Mike/Wade: review `bluepointcalculators.com` and provide feedback on accuracy, gaps, and launch strategy - [ ] Mike: send 10–12 FAQs to Karly; Wade to select top 6 for PMAX landing page - [ ] Wade: email priority list for next 10 state pages - [ ] Wade: send selected ATM on-screen graphic to operations team --- ## Related - [[wiki/clients/current/bluepoint/index|BluePoint ATM — Client Index]]