--- title: Marketing Meeting — 2026-03-24 type: article created: '2026-03-24' updated: '2026-04-05' source_docs: - raw/2026-03-24-cordwainer-marketing-meeting-132336674.md tags: - meeting - cordwainer - marketing - ppc - crm - eldermark - bing-ads - google-ads - facebook-ads - landing-page - seo - website layer: 2 client_source: The Cordwainer industry_context: senior-living transferable: false --- # Marketing Meeting — 2026-03-24 **Client:** [[wiki/clients/current/cordwainer/_index|Cordwainer Memory Care]] **Meeting type:** Marketing progress review **Recording:** [Fathom](https://fathom.video/calls/610909079) ## Attendees **Asymmetric:** - Karly Oykhman - Sebastian Gant - Melissa Cusumano - Avokerie Onorimuo **Cordwainer / Liesenfeld International (external):** - Bodo Liesenfeld - Tamilyn Liesenfeld - Erica Lathrop - Maria Lastoria ## Overview Bi-weekly marketing sync covering CRM/API access, website updates, blog strategy, and PPC campaign status. The main blocker resolved was Bing Ads billing; the main blocker remaining is Eldermark API access, which was formally handed off to Karly to drive. Facebook ads were paused by mutual agreement; a new high-intent landing page is nearly complete and will be deployed across all ad platforms. --- ## Key Decisions | Decision | Detail | |---|---| | Karly leads Eldermark API project | Bodo had initiated contact with Omaima; Karly is now the sole driver. Bodo remains on CC only. | | Facebook ads paused | Low engagement; will relaunch with updated creative and new landing page. | | Bing Ads billing resolved | Bodo's user permissions lacked billing access; Sebastian added the credit card manually during the call. | | Stock photos: replace on core pages, OK for blogs | Authentic photos preferred on service/content pages; stock acceptable for blog posts due to volume needs. | --- ## Topics ### 1. Eldermark API Access (CRM Blocker) **Status: Stalled — Karly taking ownership** The project to obtain Eldermark API access has been stalled. Key issues: - No recent communication from **Omaima** (Eldermark technical contact) - The phone number in Omaima's email signature is invalid - The support portal login is failing - The previously issued API key has likely expired **Why API access matters:** The API allows backend CRM customization — adding or removing fields and behaviors not exposed in the standard Eldermark UI. Once access is restored, implementation is expected to move quickly. **Resolution path:** - Karly to email Omaima directly, provide her own phone number, and request a call - CC **Krista** (Omaima's manager / customer care lead) to ensure accountability - Bodo remains on CC but is not driving; Karly owns the thread > *"You are the only one. Only you can."* — Bodo, confirming the handoff to Karly --- ### 2. Website & Content Updates **Developer edits:** All previously requested changes are live. Bodo confirmed the site looks good. **Photo audit:** - Bodo flagged that some stock photos remain on core pages (e.g., a dining scene) - Decision: replace stock photos with authentic Cordwainer images where available and quality is acceptable - Bodo will audit the site and email Sebastian with specific replacement suggestions - Sebastian will replace the dining stock photo with a resident photo from the batch Bodo previously sent - **Exception:** Stock photos are acceptable for blog posts, which require 4–5 images each > *"Even a tiny lesser quality photo that shows us, to me, is better than a stock photo, because a stock photo is immediately recognized as a stock photo. And as soon as you know it's a stock photo, the message is gone."* — Bodo **Blog strategy:** - Five new SEO-focused blogs are built and being added to the "Expert Corner" page - Blogs are written as standalone articles (no explicit Cordwainer mentions in body copy) to avoid Google treating them as ads; a CTA is added at the end of each post - **Upcoming blog topic:** Looping hallways as a gold standard in memory care design — a key Cordwainer differentiator; planned for the next content batch **April events:** - Updated flyers (Brethren's and Norwell) sent by Sebastian; ready to go live - Event emails to be finalized with Erica and Maria and sent by end of week --- ### 3. PPC & Ad Strategy **Google Ads:** - Optimization pass completed; Sebastian to send Bodo a summary email after the call **Bing Ads:** - Google campaigns imported to Bing with 10–20% of the Google budget (~$1–$10/day depending on campaign) - **Blocker resolved:** Bodo's account lacked billing permissions; Sebastian added Bodo's Amex manually during the call - Campaigns are now live; performance reporting to follow **New landing page:** - ~90% complete per designer update day-of - Purpose: high-intent, single-page experience with no navigation menu — drives visitors toward scheduling a tour or calling - Includes social proof (Google reviews) - Benefit: improves Google Quality Score → lower ad costs - Will be deployed across Google, Bing, and Facebook (on relaunch) once approved **Facebook ads:** - Paused due to declining engagement - Relaunch plan: updated creative + new landing page **Display ads:** - Designer updating 13 ads with corrected dimensions based on Tim's feedback - Sebastian to notify team when complete; ads will run as remarketing on Google --- ## Action Items - [ ] **Karly** — Email Omaima re: Eldermark API access; include own phone number; CC Krista and Bodo; follow up daily until resolved - [ ] **Bodo** — Audit website; email Sebastian with stock photo replacement suggestions - [ ] **Sebastian** — Replace dining stock photo with resident photo from Bodo's batch - [ ] **Sebastian** — Add April event flyer to site - [ ] **Sebastian** — Email Bodo Google Ads optimization summary - [ ] **Sebastian** — Pause Facebook ad campaign - [ ] **Sebastian** — Share completed landing page for client review when ready - [ ] **Sebastian** — Notify team when updated display ads (13 ads) are ready - [ ] **Sebastian & Erica/Maria** — Finalize April event emails and send by EOW --- ## Next Meeting April 7 (bi-weekly cadence confirmed).