---
title: NY Compliance Campaign — Strategy & Asset Review
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-01-21-ny-campaign-call-116023403.md
tags:
- meeting
- campaign
- bluepoint-atm
- new-york
- compliance
- linkedin-ads
- google-ads
- landing-page
- email-sequence
- white-paper
- lead-gen
layer: 2
client_source: BluepointATM
industry_context: b2b-services
transferable: false
---

# NY Compliance Campaign — Strategy & Asset Review

## Overview

Working session with BluePoint ATM to finalize assets and ad strategy for the NY cash acceptance law compliance campaign. The call covered landing page edits, LinkedIn and Google Ads budgets and targeting, white paper scope, and email sequence configuration. All major decisions were made; remaining items are execution tasks with same-day or end-of-week deadlines.

**Attendees:**
- Karly Oykhman (AAG)
- Melissa Cusumano (AAG)
- Mike Stebbins (BluePoint ATM)
- Wade Zirkle (BluePoint ATM)

**Related client:** [[wiki/clients/current/bluepoint/_index]]

---

## Key Decisions

| Topic | Decision |
|---|---|
| Landing page icons | Remove — distracting from lead-gen form goal |
| CTA button text | "Download Compliance Guide" (not "Checklist") |
| Hero headline format | Two lines: `Ensure New York cash acceptance law compliance` / `Deadline: March 20th, 2026` |
| LinkedIn budget | $1,000/month — $500 video boost, $500 static ad |
| LinkedIn static ad image | Governor Hochul photo (crop state seal); white text and white logo |
| LinkedIn targeting | Exclude Sales & Business Development; include Operations, Finance, Treasury, Owner, C-Suite |
| LinkedIn targeting consistency | Static ad targeting must match video boost targeting exactly |
| Google Ads landing page | Use the new dedicated compliance landing page (same as LinkedIn) |
| Google Ads budget | $30/day cap for first month |
| Google Ads headlines | Provide 5–15 options; Google optimizes combinations automatically |
| Google Ads descriptions | Provide 2–3 options; best practice for algorithm optimization |
| Google Ads keywords | Mix of exact, phrase, and broad match; BluePoint to review and expand list |
| White paper scope | 2–3 pages max: law overview, penalties, compliance via reverse ATMs |
| Email style | Plain text only — mimics a personal one-to-one email |
| Email sender address | `Mike@BluePointATM.co` (replies route to `Mike@BluePointATM.com`) |
| Email signature | Include 607 CallRail number |
| Blog | Publish today for organic SEO; separate from paid landing page |

---

## Landing Page

**Goal:** Drive form submissions for the Compliance Guide.

**Approved edits:**
- Remove icons (distracting, clutters the page)
- Update CTA button text → "Download Compliance Guide"
- CTA button is an anchor link scrolling to the on-page form
- Increase hero text size and visibility
- Reformat hero headline:
  ```
  Ensure New York cash acceptance law compliance
  Deadline: March 20th, 2026
  ```
  ("Deadline" capitalized, on its own line for urgency)
- Design team to determine bold/italic treatment once icons are removed

**Functionality confirmed:**
- CallRail number (607 area code) forwards to Mike Stebbins
- "Learn More" button links to main BluePoint ATM website
- Post-submission thank-you page to be built (simple, styled after existing contact form)

---

## LinkedIn Ads

**Budget:** $1,000/month

| Ad Type | Budget | Purpose |
|---|---|---|
| Video boost | $500 | Broad reach / awareness |
| Static image ad | $500 | Targeted lead generation |

**Static ad creative:**
- Image: Governor Hochul photo — creates immediate association with the legislation
- Crop out the New York State seal
- Reformat copy to white text; use white logo for contrast against dark background
- Headline on ad: `Deadline: March 20`

**Targeting (applies to both video and static):**
- **Exclude:** Sales, Business Development
- **Include:** Operations, Finance, Treasury, Owner, C-Suite
- Mike Stebbins to provide specific job title list; targeting must be identical across both ad types
- Video boost uses job function/seniority (broad); static ad can layer in specific job titles

---

## Google Ads

**Goal:** Capture high-intent search traffic from businesses researching the NY cash acceptance law.

**Campaign settings:**
- Geography: New York State only
- Budget: $30/day cap (first month)
- Landing page: dedicated compliance landing page (same as LinkedIn destination)

**Ad copy requirements:**
- Headlines: 5–15 options (Google auto-optimizes combinations; no ranking needed)
- Descriptions: 2–3 options (best practice; Google pairs with headlines)
- BluePoint to add additional headlines and at least one more description

**Keywords:**
- Three tiers: exact match `[brackets]`, phrase match `"quotes"`, broad match
- Starting list drafted; BluePoint to review and expand before launch
- Campaign will have a 1–2 week learning phase; keywords will be optimized based on performance data

**Blog vs. paid:**
- Blog targets organic/unpaid search traffic (SEO layer)
- Google Ads targets paid high-intent search — both use similar keyword themes but serve different audiences and funnel stages

---

## Supporting Assets

### White Paper
- **Owner:** AAG (Karly)
- **Length:** 2–3 pages maximum
- **Content outline:**
  1. Overview of the NY cash acceptance law
  2. Key highlights and penalties
  3. How to achieve compliance via reverse ATMs
- **Deadline:** EOD today or first thing tomorrow (BluePoint time)

### Blog Post
- **Owner:** AAG
- **Status:** Drafted; image swap in progress
- **Publish:** Today
- **Purpose:** Organic SEO traffic capture

### ZoomInfo List
- **Owner:** Mike Stebbins
- **Deadline:** End of week
- **Use:** Email outreach sequence targeting

### Email Sequence
- **Style:** Plain text only — no graphics, no branded template
- **Sender:** `Mike@BluePointATM.co`
- **Reply-to:** `Mike@BluePointATM.com`
- **Signature:** Include 607 CallRail number (no full email signature graphic)
- **Status:** Mike reviewed; minor tweaks only — to be commented in doc

---

## Action Items

### AAG (Karly Oykhman)
- [ ] Remove icons from landing page; update CTA to "Download Compliance Guide"; confirm anchor link; build thank-you page
- [ ] Update hero headline: two-line format with "Deadline: March 20th, 2026"; increase font size; bold/italic per design
- [ ] Update LinkedIn static ad: swap in Governor Hochul image (crop seal); white text and logo; "Deadline: March 20"
- [ ] Set LinkedIn budget: $500 video / $500 static
- [ ] Ensure LinkedIn targeting is identical for video and static ads; comment in doc for Mike to update job titles
- [ ] Draft 2–3 page NY white paper; send to Mike and Wade (EOD today or tomorrow AM)
- [ ] Publish blog post (today)
- [ ] Send landing page to developer (by Friday)
- [ ] Set email sender to `Mike@BluePointATM.co`; replies to `Mike@BluePointATM.com`; add 607 CallRail to signature

### BluePoint ATM (Mike Stebbins)
- [ ] Provide updated LinkedIn job title list (today)
- [ ] Add 10–15 Google Ads headlines and 1–2 additional descriptions; comment in doc (today)
- [ ] Review and expand Google Ads keyword list; comment in doc (today)
- [ ] Review ZoomInfo list and send to Karly (by EOW)
- [ ] Review email sequence; send minor tweaks to Karly

---

## Notable Transcript Excerpts

> **Wade Zirkle:** "When you see the word deadline first, it's kind of like, oh, you know, instead of just a date, which could be like a webinar. So I just kind of like that word. It gets people to pay attention."

> **Mike Stebbins:** "The purpose of the white paper is to let them know, hey, this is the law. Here's some of the highlights of the law. Here's penalties for the law. And then here's how to be compliant with reverse ATMs."

> **Karly Oykhman:** "The blog was to capture any SEO, like organic traffic and build SEO on the site directly... A lot of people are hesitant to click on specific sponsored ads because it says it. So that's just kind of another layer to capture a wider audience."

> **Karly Oykhman:** "Google just kind of starts working with [the headlines] and seeing — they'll plug this, try this headline with this description, and then this headline with this description, and just see what gets the most traction."