--- title: A New Dawn / Shine Marketing Call — 2025-11-21 type: article created: '2025-11-21' updated: '2026-04-05' source_docs: - raw/2025-11-21-a-new-dawn-shine-marketing-call-103469361.md tags: - meeting - client - a-new-dawn - shine - seo - website - domain-rating - location-pages - bluehost - google-business-profile - brand-guidelines - ppc - email-deliverability layer: 2 client_source: A New Dawn / Shine industry_context: b2b-services transferable: false --- # A New Dawn / Shine Marketing Call — 2025-11-21 ## Overview Bi-weekly marketing sync between Sebastian Gant and Melissa Cusumano (Asymmetric) and Katie Geiser (client, owner of both [[wiki/clients/current/new-dawn-shine/index|A New Dawn Therapy]] and [[wiki/clients/current/new-dawn-shine/index|Shine]]). Meeting covered website content workflow for New Dawn, SEO strategy and technical blockers for Shine, brand guidelines review, and PPC status. **Attendees:** - Sebastian Gant — sebastian.gant@asymmetric.pro - Melissa Cusumano — melissa.cusumano@asymmetric.pro - Katie Geiser — kgeiser@anewdawntherapyllc.com *(client)* **Next meeting:** December 5, 2025 @ 10:00 AM Central (recurring bi-weekly) --- ## Key Decisions - **Content workflow for New Dawn:** Katie will write 1–2 paragraphs per service page in her own voice; Sebastian will expand and SEO-optimize. AI-generated copy alone is insufficient for therapeutic content requiring a personal approach. - **Shine location pages approved:** Sebastian's team will build 8–10 location-specific pages (e.g., Madison, Milwaukee, Verona, Middleton, Sun Prairie, Waukesha) targeting queries like "construction cleaning [city]." Final city list to be confirmed with Katie. - **Domain Rating boost approved:** Katie approved a $250 one-time service to raise Shine's Ahrefs Domain Rating from 0 to 30+, with 1-year monitoring included. DR of 30 is considered a solid foundation; comparable local competitors sit around 26. - **PPC deprioritized:** Shine PPC campaign setup is paused in favor of higher-priority foundational work (content, SEO, forms, email deliverability). - **Brand guidelines:** One-page documents for both brands are ready for review. Katie is open to secondary color palette suggestions from the design team. --- ## Action Items - [ ] **Katie** — Draft 1–2 paragraphs for each remaining A New Dawn service page; use emoji in shared doc to signal draft is ready for Sebastian - [ ] **Sebastian** — Engage dev to switch A New Dawn service page templates to dynamic copy blocks (currently, edits apply globally across all pages) - [ ] **Sebastian** — Design Shine location page template; propose final list of 8–10 cities; build pages upon approval - [ ] **Sebastian** — Add footer navigation links to Shine per SEO guide recommendations - [ ] **Katie** — Fix Shine Google Business Profile using the guide Sebastian shared (requires business registration documents) - [ ] **Sebastian** — Investigate and resolve Shine email deliverability / Gmail configuration issue in Bluehost - [ ] **Sebastian** — Propose secondary color palettes for A New Dawn and Shine brand guidelines; send updated version to Katie - [ ] **Sebastian** — Upload cleaned Shine logo to shared folder and send to Katie --- ## Topics ### New Dawn: Website Content & Template Fix **Problem:** AI-generated copy for service pages (Trauma, Anxiety, etc.) lacks Katie's specific therapeutic voice and approach. Sebastian does not want to write how Katie would approach a given therapy modality. **Agreed workflow:** 1. Katie drafts 1–2 paragraphs per topic in the shared Google Doc — no formatting required, just her natural language 2. Katie uses an emoji to signal the draft is ready 3. Sebastian expands the draft, adds H2s and FAQs, and SEO-optimizes 4. Yellow = ready to review; Green = approved **Template bug:** The current website template is not set up with dynamic copy blocks. Editing any field (e.g., the header on the Trauma page) applies the change to *all* service pages simultaneously. A developer will fix this by converting static copy fields to dynamic/page-specific blocks. No action needed from Katie. > *"All we would need to do is get a dev in here to switch out this copy for what's called dynamic copy or dynamic block — so the template itself will stay the same but when we go into edit the trauma page versus the anxiety page, it won't change them on every page."* — Sebastian --- ### Shine: SEO Strategy & Location Pages **Strategy:** Build 8–10 location-specific pages to capture local search intent (e.g., "construction cleaning Madison," "construction cleaning Verona"). Each page targets a specific city in Shine's southern Wisconsin service area. **Service area discussion:** Katie confirmed Shine serves southern Wisconsin. Key counties include Dane, Green, Rock, Columbia, and Jefferson, plus the Milwaukee/Waukesha corridor. Cities discussed: Madison, Milwaukee, Verona, Middleton, Sun Prairie, Waukesha. Dane County suburbs are growing rapidly and likely generate meaningful search volume. **Implementation:** Asymmetric design team will build a page template, then populate individual city pages. Navigation treatment (dropdown vs. tile format) to be determined internally. Final city list will be confirmed with Katie before build. **On-page SEO:** SEO guide also recommends adding navigation links to the Shine footer and improving internal linking — Sebastian's team will implement. --- ### Shine: Domain Rating Boost Shine's current Ahrefs Domain Rating is **0**. Domain Rating is a key input to SEO performance, driven by backlinks and site authority. **Service details:** - Provider: third-party service Asymmetric works with - Cost: **$250 one-time** - Target: DR 30+ - Includes: 1-year monitoring; if DR dips below 30, it will be restored - Katie approved this during the call **Context:** A DR of 30 is considered solid for a medium-sized local business. Comparable local competitors are around 26. Large national brands sit at 50–80+. --- ### Shine: Technical & Admin Blockers **Bluehost 2FA resolved:** Asymmetric's dev team was blocked from accessing Shine's Bluehost account because login triggered a two-factor authentication code sent to Katie's email. During the call, Katie added `team@asymmetric.pro` as an admin user in Bluehost, unblocking dev access. **Google Business Profile:** Shine's GBP has an issue requiring a fix. Sebastian shared a step-by-step guide with Katie during the call. Katie will complete this on her end, as it may require business registration documents. **Email deliverability:** Katie noted that Gmail appears to be purchased but shows as "unconfigured" in Bluehost. Sebastian will investigate whether there is a configuration issue affecting email delivery now that the team has Bluehost admin access. --- ### Brand Guidelines One-page brand guideline documents have been created for both A New Dawn and Shine. Each includes: logo variants, color palette with hex codes, typography, and usage dos/don'ts. **Feedback:** - Secondary color palettes were pulled from existing site colors and are not finalized - Katie is not attached to the current secondary colors for either brand - Sebastian will ask the design team to propose alternative secondary palettes - Shine's logo was re-exported at higher quality; Sebastian will upload the cleaned file to the shared folder and send to Katie --- ### PPC Campaign (Shine) Setup is in progress but intentionally paused. Rationale: foundational website work (content, SEO, forms, email deliverability, Google Business Profile) is higher priority and should be in place before paid traffic is driven to the site. --- ## Notes - Katie mentioned Dane County suburbs (Verona, Sun Prairie, Middleton) are experiencing significant construction expansion — supports the location page strategy - Sebastian was in Madison the week prior (Sunday–Wednesday) - Katie may be unavailable for the January 30 recurring meeting (family trip to Florida) - Recurring cadence: every two weeks; next after Dec 5 lands Dec 19, then Jan 2