---
title: AHS NARI Expo Campaign — January
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-12-02-ahs-marketing-meeting-105706354.md
tags:
- paid-social
- meta-ads
- geo-targeting
- nari-expo
- client-ahs
- campaign
layer: 2
client_source: null
industry_context: null
transferable: true
---

# AHS NARI Expo Campaign — January

## Overview

A geo-targeted Meta ad campaign planned to drive traffic to AHS's booth at the end-of-January NARI Expo. The campaign leverages Gina Richardson's re-election to the NARI board as a credibility asset and uses booth location targeting alongside broader citywide reach.

This campaign was scoped during the [[wiki/clients/ahs/_index|AHS]] December 2025 marketing review. Execution owner is Sebastian Gant (Asymmetric).

---

## Campaign Details

| Field | Value |
|---|---|
| **Event** | NARI Expo (end of January) |
| **Booth** | #405 |
| **Channel** | Meta Ads (Facebook/Instagram) |
| **Targeting** | Geo: event center + citywide |
| **CTA** | "Visit us at Booth #405" |
| **Timing** | Runs in the days leading up to the event |

---

## Targeting Strategy

- **Hyper-local layer:** Geo-fence the event center itself to reach attendees already on-site or nearby.
- **Citywide layer:** Broader audience matching AHS's customer persona (contractors, facilities managers, school administrators) across the host city.
- **Timing:** Ads run for a few days leading up to the event date to build awareness before foot traffic peaks.

This mirrors the dual-layer approach used in the [[wiki/knowledge/paid-social/ahs-dec-training-meta-ads|Dec 11–12 Training Meta Campaign]] (Madison + 45 miles / Wisconsin-wide).

---

## Strategic Asset: Gina's NARI Board Re-Election

Gina Richardson is being re-elected to the NARI board for a three-year term (vote on December 15). This provides a meaningful credibility signal to fold into the campaign:

- **Ad copy / creative:** Reference her board membership to establish AHS as an industry insider, not just an exhibitor.
- **Social calendar:** Add a January announcement post about the re-election to reinforce authority ahead of the expo.
- **Rationale:** Board membership signals trust and legitimacy to the contractor audience attending NARI events.

> *"I think it gives a little bit more validity."* — Sebastian Gant, Dec 2025 meeting

---

## Action Items

- [ ] Launch Meta ads for NARI Expo (Booth #405); geo-target event center + citywide (@Sebastian Gant)
- [ ] Add Gina's NARI board re-election announcement to January social calendar (@Sebastian Gant)
- [ ] Share campaign previews with Gina Richardson for approval before launch (@Sebastian Gant)

---

## Related

- [[wiki/clients/ahs/_index|AHS Client Overview]]
- [[wiki/knowledge/paid-social/ahs-dec-training-meta-ads|AHS Dec 11–12 Training Meta Ads]]
- [[wiki/meetings/2025-12-02-ahs-marketing-meeting|AHS Marketing Meeting — Dec 2025]]