--- title: Masa Arepa Email, Landing Page, and Recruitment Ads Review — 2026-04-05 type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2025-12-10-didion-marketing-107864637.md tags: - client-didion - email-marketing - landing-page - recruitment - meta-ads - google-ads - linkedin - constant-contact - masa-arepa - campaign-performance layer: 2 client_source: Didion Milling industry_context: food-beverage transferable: false --- # Masa Arepa Email, Landing Page, and Recruitment Ads Review — 2026-04-05 ## Overview Working session between Melissa Cusumano (Asymmetric) and Diana Henry (Didion) covering four areas: Masa Arepa email campaign simplification, landing page overhaul, social media graphic feedback, and a Meta vs. Google recruitment ad performance analysis with a proposed budget reallocation. **Attendees:** - Diana Henry — Didion (dhenry@didioninc.com) - Melissa Cusumano — Asymmetric (melissa.cusumano@asymmetric.pro) --- ## Key Decisions - **Email campaigns will be simplified** to 2–3 focused emails per campaign (Customer and Prospect tracks), each covering one topic. Asymmetric will revise copy and build a test email in Constant Contact by Monday. - **CTA will link to the Masa Arepa landing page form** — no general scheduling tool exists; individual sales reps do not have unified scheduling links. - **"Didion Millen" branding** confirmed for use in email headers across both campaign tracks. - **Landing page requires a full overhaul** before it can be presented to Didion senior leadership. Fixes due Monday. - **Budget reallocation from Google Display to Meta TOFU** is under consideration, pending Asymmetric's review of Meta's geographic targeting radius for salaried roles. - **LinkedIn recruitment campaign proposal** requested by Diana — 60–90 day campaign targeting salaried positions. --- ## Action Items ### Asymmetric (Due: Monday) - [ ] Simplify email copy into 2–3 emails per campaign track (Customer: partnership/innovation/private label; Prospect: Didion family story/R&D) - [ ] Build one test email in Constant Contact to validate design and layout feasibility - [ ] Implement all landing page fixes (see detail below) ### Asymmetric (No hard deadline) - [ ] Remove "too green" background from the multi-bowl social media graphic - [ ] Review Meta's geographic targeting radius for salaried roles — confirm whether 30–50 miles around Cambria is appropriate or needs expansion - [ ] Correct math inconsistencies in the proposed budget transformation slide - [ ] Propose a 60–90 day LinkedIn recruitment advertising campaign with cost estimates ### Diana Henry (Due: EOD Thursday) - [ ] Review social media Miro board and provide feedback - [ ] Obtain carousel tutorial video from Eshock so Diana can edit the landing page carousel independently --- ## Topic Detail ### Masa Arepa Email Campaigns Current drafts are too long and risk low engagement. The agreed approach: - **2–3 emails per campaign track**, each focused on a single topic - **Customer track:** Partnership, innovation, private label, reliability — lean into the existing relationship - **Prospect track:** Email 1 introduces Didion; Email 2 tells the Didion family/R&D story; Email 3 circles back to a partnership CTA - **CTA:** Links to the Masa Arepa landing page form (no scheduling tool available at the company level) - **Design:** Use "Didion Millen" logo in a fixed header band so the logo scales consistently at smaller sizes - **Validation:** Asymmetric will build one email in Constant Contact (the middle design, which has image + content + blocking) to confirm design is achievable within the platform before finalizing all assets ### Masa Arepa Landing Page The page has significant usability and content issues that must be resolved before Diana can present it to senior leadership. Required fixes: | Issue | Fix | |---|---| | Excessive scrolling on desktop | Reduce image sizes (especially large circle images) and compress white space between sections | | Inconsistent body copy font size | Standardize font size across all body copy blocks | | Watermarked FPO images in hero carousel | Replace all placeholder/watermarked images with final approved photos | | Key product attributes buried | Move "Traditional, non-GMO, organic, custom blend" text above the photo to increase visibility | | Responsiveness | Review layout at multiple screen sizes to ensure consistency | **Additional support needed:** - Diana needs a tutorial video from Eshock on how to edit the carousel so she can make future updates independently (e.g., fixing "Arepas" pluralization) ### Social Media Content - Miro board is ready for Diana's review (feedback requested by EOD Thursday) - One graphic (featuring multiple bowls) has a background that is "too green" — Asymmetric to remove/replace the background - Asymmetric is responsible for posting; Diana to confirm any graphic changes ### Recruitment Ad Performance **Nine-month performance summary (approx.):** | Platform | Spend | Conversions | CPA | |---|---|---|---| | Meta (TOFU) | ~$1,500 | 65 applications | ~$11 | | Meta (MoFu) | Higher per conversion | 35 applications | Higher | | Google Ads (total) | ~$4,500 | Lower conversion rate | Higher | | **Total** | **~$6,000** | **299 total conversions** | **~$20 blended** | **Key finding:** Meta campaigns are significantly outperforming Google Display in cost per application. **Proposed budget shift:** Reallocate funds from Google Display to Meta TOFU, with a projected 60–80% increase in conversions at the same total budget. **Diana's concerns:** 1. The math in the proposed budget transformation slide doesn't add up — Google Display reduction (~$250/month) doesn't account for the large percentage increases shown for Google SEM and Meta TOFU. Asymmetric to correct. 2. Meta's geographic radius (currently ~30–50 miles around Cambria, WI) may be too narrow for salaried roles, which typically draw from a wider area. Asymmetric to verify and adjust if needed before recommending the shift. **LinkedIn:** Not yet in use for recruitment. Diana requested a 60–90 day LinkedIn campaign proposal targeting salaried positions, to be reviewed with the internal recruitment team. --- ## Context & Background - Didion sent an initial "great meeting you at PLMA" email on December 1st; the intent is to maintain a drip cadence of roughly one email every two weeks, pausing over the Christmas/New Year break and resuming in January. - The Masa Arepa landing page is built in WordPress; some layout elements involve custom CSS/JavaScript that requires developer access (Eshock) rather than direct client editing. - Website health score is currently 96/100 (via Ahrefs monthly crawl) — strong technical foundation. - Organic blog content has been paused; restarting could support SEO but is not currently in scope. --- ## Related - [[clients/current/didion/_index]] - [[clients/current/didion/masa-arepa-landing-page]]