---
title: Marketing Sync — 2026-03-10
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-03-10-cordwainer-marketing-meeting-128615169.md
tags:
- meeting
- client-cordwainer
- marketing
- ppc
- seo
- crm
- google-ads
- bing-ads
- meta-ads
- website
- memory-care
layer: 2
client_source: The Cordwainer
industry_context: senior-living
transferable: false
---

# Marketing Sync — 2026-03-10

**Client:** [[wiki/clients/current/cordwainer/_index]]
**Meeting type:** Marketing strategy sync
**Source:** [Fathom recording](https://fathom.video/calls/596000048)

## Overview

Monthly marketing sync covering four main areas: outstanding website bugs, PPC campaign performance and reallocation, SEO blog publishing strategy, and upcoming CRM optimization planning. The headline decision was pausing the underperforming Meta lead-gen campaign and redirecting that spend toward Google and a newly launched Bing campaign.

**Attendees:**
- Sebastian Gant (Asymmetric — account lead)
- Karly Oykhman (Asymmetric — CRM)
- Melissa Cusumano (Asymmetric)
- Avokerie Onorimuo (Asymmetric)
- Tamilyn Liesenfeld (Liesenfeld International / Cordwainer owner)
- Bodo Liesenfeld (Liesenfeld International / Cordwainer owner)
- Erica Lathrop (Cordwainer — operations)
- Maria Lastoria (Cordwainer)

---

## Key Decisions

| Decision | Rationale |
|---|---|
| Pause Meta lead-gen campaign | 0 quality leads from 11 submissions; all leads unresponsive |
| Reallocate Meta spend to Google + Bing | Google ramping well; Bing targets the right demographic at ~15–20% of Google cost |
| Hold blog publication ~30 days | Wait for Domain Rating increase to maximize SEO impact of new content |
| Launch Bing at $6/day per campaign ($12/day total) | Conservative start; can scale if results are positive |

---

## Action Items

### Sebastian Gant (Asymmetric)
- [ ] Instruct developer to fix all website bugs (see Website Fixes section below)
- [ ] Fix Google Display Ads: correct "Norwell" spelling typo; remove export artifact lines from final ad
- [ ] Pause Meta lead-gen campaign once Tamilyn confirms lead quality review
- [ ] Send Tamilyn the Bing Ads admin invite (to `t.liesenfeld@liesenfeld-international.com`)

### Tamilyn Liesenfeld (Cordwainer)
- [ ] Review 5 blog drafts; send feedback to Sebastian (same day or next morning)
- [ ] Add payment method to Bing Ads account after accepting admin invite
- [ ] Review Meta form leads; forward any memory-care leads to Erica; confirm pause decision
- [ ] Send dementia certified training credentials to Sebastian for bio update

### Asymmetric Applications Group (Karly Oykhman)
- [ ] Deliver detailed CRM optimization plan within 1–2 days, including timelines and expected results

---

## Website Fixes

All items to be passed to the developer immediately.

### Gallery Page
- Add the 2-minute video below all gallery photos
- Replace the "trophy" photo with the "wrists coming together" image (photo already sent by Tamilyn)
- Correct photo placement under subheadings (e.g., Lobby, Rejuvenation Room, Suite) — Tamilyn offered to jump on a call to map photos to subheadings if needed

### Events Page
- Fix mobile view: flyer headers are cropped, cutting off event titles and faces
- Preferred behavior: display the full flyer even if it creates a taller block

### Leadership Page
- Fix mobile view: first two lines of bios are cut off on scroll

### Tamilyn's Bio
- Add new dementia certified training credentials (Tamilyn to send via email)

---

## PPC Campaign Performance & Strategy

### Meta Lead-Gen — Pausing
- **Performance:** 11 submissions, 0 quality leads; leads are unresponsive even though phone verification is required
- **Decision:** Pause. Spend to be reallocated to Google and Bing.
- Tamilyn will do a final review of the 11 leads before confirming pause; any memory-care leads forwarded to Erica

### Google Ads — Ramping
- **Budget:** $60/day (two campaigns at $30/day each)
- **Status:** Impressions and clicks showing a recent upward spike — campaigns appear to be entering their ramp-up phase
- **Recent optimizations:** Negative keyword additions from search term report review; structured snippets added; client-provided images uploaded
- **Upcoming:** Dedicated conversion-focused landing page in design; traffic currently going to homepage as interim measure
- CallRail integration expected to provide additional attribution visibility once fully live

### Bing Ads — Launching
- **Rationale:** Targets an older demographic well-aligned with memory care; costs ~15–20% of equivalent Google spend
- **Budget:** $6/day per campaign, $12/day total (two campaigns copied from Google)
- **Status:** Campaigns set up and copied from Google; paused pending payment method setup
- **Next step:** Sebastian sends Tamilyn admin invite → Tamilyn adds payment method → campaigns go live

### Google Display (Remarketing) — Pending Fixes
- **Purpose:** Re-engage website visitors across Google's display network
- **Fixes needed:** Correct "Norwell" → "Norwell" spelling; remove export artifact lines from final ad creative
- Multiple ad dimensions prepared to allow flexible placement across the network

---

## SEO & Content Strategy

- **5 blog drafts** completed and sent to Tamilyn for review
- **Publishing plan:** Hold publication until the site's Domain Rating increases (~30 days per Mark's earlier estimate)
- **Rationale:** Publishing on a higher-DR domain gives new content significantly more SEO authority from day one
- Tamilyn to review drafts and return feedback regardless of publish timing, so revisions are ready to go when DR improves

---

## CRM Optimization

- Karly met with the Cordwainer team the prior week to scope CRM work
- Internal Asymmetric meeting scheduled same day (2026-03-10) to align on priorities and sequencing
- **Deliverable:** Written plan with task list, estimated timelines, and expected results — due within 1–2 days
- Goal: reduce manual workload for Erica; optimize lead follow-up workflows

---

## Notes & Context

- Tamilyn and Bodo joined from a location with poor internet (Starlink); significant audio issues in first half of call
- Tamilyn expressed skepticism about Google Ads spend ($60/day feels high); Sebastian noted the ramp-up pattern and suggested giving it more time before reducing budget
- Tamilyn suggested Bing may ultimately deserve more budget if Google underperforms — to revisit once both channels have data
- CallRail full deployment will be a key milestone for accurate cross-channel attribution