--- title: Monthly Marketing Call — October 2025 type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2025-10-02-cai-monthly-call-91420523.md tags: - meeting - citrus-america - marketing - seo - paid-ads - hubspot - content - competitor-pages - events - newsletter layer: 2 client_source: Citrus America industry_context: food-beverage transferable: false --- # Monthly Marketing Call — October 2025 **Date:** October 2, 2025 **Client:** [[wiki/clients/current/citrus-america/index|Citrus America]] **Attendees:** Mark Hope, Melissa Cusumano, Karly Oykhman (Asymmetric); Brian Framson, Miriam Framson, imiskic (Citrus America) --- ## Overview Monthly marketing sync covering company restructuring following Jay Gardner's departure, digital performance review, competitor landing page revisions, newsletter planning, upcoming trade events, and a scheduled HubSpot process discussion. --- ## Key Decisions - **October newsletter** will focus on IFPA Anaheim (supporting Jack Vandenberg and Kopke booths), a Bush's success story, and an 8,000 XB product highlight. WGA recap deferred to November. - **November newsletter** will be a travel/events recap covering WGA, IFPA, and NGA Executive Conference. - **ZoomX competitor landing page (Version A):** Proceed with updates — replace hero image, add "Experience a Juicing Revolution with Citro Casa" headline, and clarify that the historical comparison table reflects ~2005 specs, not current products. - **ZoomO competitor page:** Will be built after ZoomX is finalized; largely a find-and-replace of competitor names. - **Ad budget:** No changes. Campaigns are performing well; budget is not being fully spent ($40/day actual vs. $60/day budget). Commercial juicer campaign is the strongest candidate for a future budget increase if finances allow. - **HubSpot discussion** scheduled for October 9 at 10:30 AM (Mark Hope + Miriam Framson). --- ## Action Items - [ ] **Miriam Framson** — Send Bush's photos (at least one horizontal) to Melissa for newsletter - [ ] **Miriam Framson** — Review ZoomX competitor page in Figma; leave comments on historical comparison table accuracy and any outdated specs - [ ] **Miriam Framson** — Send IFPA (Anaheim) and NGA Executive Conference (D.C., Oct 20–22) dates to Melissa - [ ] **Miriam Framson** — Confirm Kopke approval to name both IFPA booth partners in newsletter; send blurb + booth numbers once confirmed - [ ] **Melissa Cusumano** — Schedule HubSpot call for Oct 9 at 10:30 AM (Mark + Miriam) - [ ] **Melissa Cusumano** — Remove Jay Gardner's access from all systems (social media, HubSpot, etc.) - [ ] **Melissa Cusumano** — Remove KLH.com domain access from sales portal by ~October 15 - [ ] **Melissa Cusumano** — Update dealer POS and non-Citro Casa equipment flyer URLs to `CitrusAmerica.com` format (lowercase except capital C and capital A) - [ ] **Melissa Cusumano** — Schedule social media post about NGA Executive Conference sponsorship - [ ] **Melissa Cusumano** — Send follow-up email with full action item list - [ ] **Asymmetric team** — Add "Experience a Juicing Revolution with Citro Casa" headline to ZoomX landing page (Version A); replace hero image with ZoomX product photo or generic image - [ ] **Asymmetric team** — Fact-check juicer lifespan claims in "Best Commercial Juicer" blog post; explore tiered framing (low-quality: 2–4 yrs, standard: 5–7 yrs, Citro Casa: 10+ yrs) - [ ] **Asymmetric team** — Replace AI-generated juicer images in blog posts with actual Citro Casa product photos --- ## Digital Performance Highlights | Metric | Value | Notes | |---|---|---| | Site health score | 100 | Up from 98 | | Non-branded traffic share | 84% | Target is ≤30% branded — well within range | | Organic positions | Trending up (1 year) | Steady improvement despite keyword count decline | | Keyword count | Down | Industry-wide trend; not Citrus America-specific | | Google Gemini AI citations | 19 | Strong early signal for AI search visibility | | ChatGPT citations | 4 | — | | Perplexity citations | 0 | To watch | | Ad spend (30 days) | ~$1,200 | $40/day actual vs. $60/day budget | | Commercial juicer CTR | **12.65%** | Asymmetric benchmark for "miraculous" is 6% | | Remarketing CTR | 0.5% | Higher than typical for retargeting; CPC $0.41 | | Ad optimization score | 100% | All three campaigns | **Competitor organic traffic context:** ZoomO down ~10% MoM; ZoomX up ~5%; JuicerNet and Webstron down significantly. Citrus America roughly flat but trending up in positions. --- ## Company Updates - **Restructuring:** Jay Gardner has left the company. Miriam and Jacob Framson have split U.S. food service territory (Jacob: East Coast/New England; Miriam: West Coast). - **West Coast sales partner (KLH):** Closing operations. Citrus America was gaining traction with them. Portal access to be removed ~October 15. - **Positive momentum:** New grocery store orders closed. Container shipment en route, expected before China tariff deadline. - **Aurora Public Schools:** Miriam visiting Monday to gather material for a potential success story (contact: Stephen Levine interview). - **School flyer:** Unanimously positive feedback. Lufthansa flyer also contributing to active conversations. --- ## Content & Landing Pages ### ZoomX Competitor Page (Version A — for ads) - Replace hero image (remove "happy girl next to ZoomX branding") - Add headline: *"Experience a Juicing Revolution with Citro Casa"* - Clearly label historical comparison section (circa 2005) so it's not read as current specs - Miriam to review full page in Figma and leave comments ### ZoomX Competitor Page (Version B) - More general "Citro Casa vs. the market" framing - Replace ZoomX-specific comparison table with broader competitor overview (Zumo, ZoomX, ZumoVal, JBT) - Miriam to send existing PowerPoint comparison table as reference - Evaluate whether this becomes a blog post or standalone page ### ZoomO Competitor Page - Pending ZoomX finalization; will be adapted from ZoomX page ### "Best Commercial Juicer" Blog Post - Writer sourced a 5–7 year lifespan claim — needs citation - Proposed framing: low-quality juicers (2–4 yrs) → standard (5–7 yrs) → high-quality/Citro Casa (10+ yrs) - Replace AI-generated imagery with real Citro Casa product photos --- ## Upcoming Events | Event | Location | Dates | Notes | |---|---|---|---| | IFPA | Anaheim, CA | Mid-October 2025 | Supporting Jack Vandenberg + Kopke booths; Brian + Jacob attending | | NGA Executive Conference | Washington, D.C. | Oct 20–22, 2025 | Partnering with NURIF Distillery (barrel-aged gin gimlet activation) | | Aurora Public Schools visit | Colorado | ~Oct 6, 2025 | Success story opportunity | | StorePoint | Orlando, FL | January 2026 | Under consideration | | California School Show | California | TBD | Previous partner (KLH) closing; Miriam exploring alternatives | --- ## Newsletter Planning ### October Issue (target: Thursday, ~Oct 9) - **Success story:** Bush's (pending photo from Miriam — need horizontal image) - **Event highlight:** IFPA Anaheim — supporting Jack Vandenberg + Kopke booths (pending Kopke approval to name both) - **Product highlight:** Citro Casa 8,000 XB ### November Issue - **Recap:** WGA symposium + IFPA + NGA Executive Conference - Potential spotlight: NURIF Distillery partnership at NGA (pending their approval) - May include Jacob Framson's East Coast road trip activity --- ## HubSpot & Sales Process - Miriam sent a lead process/sequence recommendation in early September - Mark has reviewed it with additional team input - **Next step:** Dedicated call October 9 at 10:30 AM (Mark Hope + Miriam Framson) - Competitor campaign in Google Ads currently **paused** — will be reactivated once competitor landing pages are updated; improved page relevance expected to improve Quality Score and campaign efficiency --- ## Related - [[wiki/clients/current/citrus-america/index|Citrus America Client Index]] - [[wiki/clients/current/citrus-america/hubspot-lead-process|HubSpot Lead Process Review]] *(pending)* - [[wiki/clients/current/citrus-america/competitor-pages-zoomx-zoomo|Competitor Landing Pages — ZoomX & ZoomO]] *(pending)*