--- title: Recruitment Strategy, Masa Narepa Launch & Website Hero Redesign — 2026-04-05 type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2025-11-24-didion-marketing-call-103960070.md tags: - client/didion - meeting - recruitment - meta-ads - google-ads - linkedin - masa-narepa - product-launch - email-marketing - constant-contact - website - hero-redesign - social-media - invoicing - seo - site-health layer: 2 client_source: Didion Milling industry_context: food-beverage transferable: false --- # Recruitment Strategy, Masa Narepa Launch & Website Hero Redesign — 2026-04-05 **Meeting between:** Melissa Cusumano (AAG) and Diana Henry (Didion) **Source:** [Fathom recording](https://fathom.video/share/L5TH4N5y3-ypMvXdxk6fZBwz5znHQ4uY) ## Overview A wide-ranging working session covering four main areas: an urgent recruitment advertising push prompted by a drop in applications, review of the live Masa Narepa product page, a decision to simplify the homepage hero to a rectangular format, and review of Masa Narepa launch assets (6-week LinkedIn campaign and two 3-email sequences). Invoicing and site health were addressed at the close. --- ## Key Decisions | Decision | Detail | |---|---| | Recruitment strategy segmented by role type | Skilled trades/manufacturing → Meta + Google; Salaried/professional roles → LinkedIn | | Homepage hero: remove swoosh, go rectangular | Matches the structured design of the new Masa Narepa page; simpler to develop | | Email design to be simplified for Constant Contact | Miro mockup is too complex; target 4–5 graphics, drive traffic to site rather than replicate it | | "Partner in Tradition" graphic: remove second flour bowl | The finer-granulation bowl does not represent Korn Masa | | Diana to review copy before Mikhail builds email graphics | Avoid rework if copy changes significantly | --- ## Action Items ### AAG - [ ] Deliver recruitment strategy proposal (Meta/Google + LinkedIn) by **next Wednesday** - [ ] Revise homepage hero to rectangular format, no swoosh; explore benefit-driven CTA (e.g., "Spice up your product line") - [ ] Simplify Masa Narepa email graphics for Constant Contact compatibility (target 4–5 graphics per email) - [ ] Remove second flour bowl from "Partner in Tradition" LinkedIn graphic - [ ] Resend the "technical errors" site health document (originally sent Sep 19) to Diana ### Diana (Didion) - [ ] Compile all Masa Narepa product page feedback (bugs, copy, images) into a single document, top to bottom - [ ] Review and approve 6-week LinkedIn campaign content and graphics - [ ] Review and approve email campaign copy for both sequences (current customers + prospective customers) - [ ] Process payment: Phase 1 completion invoice + Phase 2 initial cost spend invoice --- ## Topic Notes ### 1. Urgent Recruitment Strategy **Problem:** Applications for open positions have dropped; Didion needs an immediate creative push. **Platform segmentation:** - **Meta + Google** — Skilled trades, manufacturing, technician roles (general, not role-specific). Existing Meta ads are performing ($7–$24/form submit at $2.30/day) but are flagged as "learning limited" due to low submission volume. AAG's Meta specialist (Sebastian) will audit and optimize. - **LinkedIn** — Salaried/professional roles. LinkedIn costs have come down and allow tight audience targeting, yielding higher-quality applicants. AAG is exploring LinkedIn-native lead forms (no website redirect required). **LinkedIn target roles identified:** - COO - VP of Sales - Masa Narepa Product Development Manager - Business Development Manager - Reliability Maintenance Manager **Indeed:** Briefly discussed; AAG does not manage Indeed accounts. Since jobs are already on the Didion website, running ads to Indeed posts was deemed redundant. No action taken. --- ### 2. Masa Narepa Product Page Review The page is live and complete. Diana noted a slider animation glitch (disappearing/reappearing) and flagged that one image appeared to show tortillas rather than corn. Melissa noted the dev team dislikes working in Divi and that some quirks may be screen-size dependent. **"Request a Sample" CTA** — Confirmed acceptable; samples are free, so the language is accurate. **Feedback process:** Diana to compile all notes (copy, images, bugs) into one document rather than sending piecemeal. --- ### 3. Homepage Hero Redesign The existing hero uses a "swoosh" graphic element that is inconsistent with the rest of the homepage (which is mostly rectangular) and with the new Masa Narepa page design. **Decision:** Drop the swoosh entirely. Redesign the hero as a clean rectangular banner. This: - Creates visual cohesion with the Masa Narepa product page - Aligns with existing rectangular elements already on the homepage - Is simpler to develop in Divi **CTA copy:** Current copy is acceptable but Mikhail suggested exploring a more benefit-driven option — e.g., *"Spice up your product line"* — to give users a reason to click. AAG to explore options. --- ### 4. Masa Narepa Launch Assets #### LinkedIn Campaign (6 weeks) Content plan reviewed: | Week | Theme | |---|---| | 1 | Launch announcement — Welcome to Didion Masa Narepa | | 2 | Korn Masa Spotlight | | 3 | Arepa Spotlight | | 4 | Product performance & consistency | | 5 | Facility tour / behind the scenes | | 6 | Why partner with Didion — longevity, tradition, growth | **Hashtag strategy:** Social team researched hashtags by actual click volume. New hashtags (e.g., #KornMasa, #KornMasaFlour) are being established deliberately. **Logo question:** Whether to use "Didion" or "Didion Milling" on LinkedIn posts is unresolved. Diana has no strong preference; using both logos (as on the website) was floated. To be confirmed. **Graphic note:** "Partner in Tradition, Innovation & Growth" graphic contains two flour bowls — the second (finer granulation) does not represent Korn Masa. Remove it. If the post is general (all Didion products), both bowls could be appropriate; if Korn Masa-specific, use only the coarser-granulation bowl. #### Email Campaigns (2 sequences × 3 emails) | Sequence | Audience | Email Titles (draft) | |---|---|---| | Current customers | Existing Didion customers | 1. Meet the Newest Addition / 2. Bring Authentic Flavor to Your Production Line / 3. Exclusive Access, Sample Support & Custom Solutions | | Prospective customers | New prospects | 1. Discover the Didion Difference / 2. How Masa Narepa Can Elevate Your Products / 3. Ready to Try? | **Design concern:** Mikhail's Miro mockup is designed like a web page — too complex for Constant Contact. Agreed approach: - Simplify to 4–5 graphics per email - Use email as a teaser to drive traffic to the product page, not a replica of it - Copy review by Diana first; Mikhail builds graphics after copy is stable to avoid rework **Personalization:** "First name" field included in draft; Diana to confirm whether Constant Contact list supports it, or it should be removed. --- ### 5. Admin & Invoicing - **Phase 1 completion invoice** — outstanding, payment requested - **Phase 2 initial cost spend invoice** — outstanding, payment requested - **Retainer** — confirmed processing --- ### 6. Site Health / SEO A recent crawl showed a **20-point drop in site health score** due to new broken links. AAG sent a "technical errors" document on Sep 19 (no subject line in email); IT has not yet reviewed it. AAG to resend. Diana to route to IT. Keyword research for Masa Narepa ads and SEO enhancement notes were also shared during the call. --- ## Related - [[clients/current/didion/_index]] - [[clients/current/didion/masa-narepa-product-launch]]