Marketing Review — Nov 11 2025

Monthly marketing review for ^[1]. Primary focus: growing the school training email list, website UX improvements, and PPC optimization.

Attendees: Sebastian Gant, Karly Oykhman, Mark Hope, Avokerie Onorimuo, Paul Buniel (Asymmetric); Gina Richardson, Bob Stigsell, Brady (AHS)
Next in-person meeting: Tuesday, Nov 18, 9–10 AM — 5940 Seminole Center Ct, Suite 225A

Overview

The meeting covered five main areas: training promotion strategy, website staging feedback, PPC performance, SEO status, and upcoming event/expo initiatives. Bob was not present for most of the call.

Key Decisions

• Facebook ads for school training will run two audiences: school administrators/principals (compliance messaging, higher budget) and parents (informational/awareness, lower budget).
• Lead magnet concept approved for development — likely a school asbestos compliance checklist on a dedicated landing page. Requires Bob's approval before build.
• "Request a Training" page will be updated to broaden language ("for your organization" vs. "for your employees"), add a Wisconsin-only validation on the address field, require an organization address when off-site training is selected, and remove the "Do you think you have asbestos?" content block.
• Event Calendar will link directly to Google registration forms on click, bypassing the intermediate event detail page.
• "Insulation" keyword will be added to the Asbestos PPC campaign to capture traffic from users referred by insulation contractors who don't know the term "vermiculite."
• Brady will attend the Nov 21 video shoot off-camera to assist with B-roll; Gina will not attend.
• Custom chatbot approved for build — rule-based, with pre-approved Q&A, live agent pass-through during business hours, and auto-reply after hours.
• NARI Expo (Jan 24–25, 2026): Meta geofencing campaign confirmed for the event.

Training Promotion

Current Registration Status

Madison course is near capacity and is primarily for repeat attendees (people who have completed the full two-day DELS training). The Dells course is the growth target — Bob's goal is eventually 100, current room cap is 50.

Email Performance (Rounds 1 & 2)

• Open rates: 30–40% ✓
• ~52 clicks → ~25 registrations (~50% form conversion) ✓
• Soft bounce: 2.6% / Hard bounce: 3.4%
• Unsubscribe rate: ~1.9%
• Benchmark: ~13–14 sign-ups per 1,000 emails sent

Content and conversion metrics are strong. The constraint is list size, not engagement quality.

Growth Strategy

1. Facebook Ads — Two ad sets:
   - School admins/principals: compliance-focused ("Is your school asbestos compliant?"), higher budget
   - Parents: informational/awareness angle, lower budget
2. Lead Magnet — Compliance checklist or record-keeping template on a dedicated landing page; gated by email capture. Page also targets organic keywords like "school asbestos compliance." Needs Bob approval on content.
3. Internal Outreach — Sebastian to consult internal sales outreach coordinator on tools for building school contact lists; also check past client CRMs (HubSpot, etc.) for relevant contacts.
4. Direct Outreach — Gina texting/calling past attendees who haven't re-registered.
5. Email cadence — Continue weekly sends; move CTA above the fold; add urgency/dates to subject lines and body.

Note: The Madison course is not a growth target — it's capped at 25 and serves a long-standing cohort. As that group ages out/retires, new contacts should funnel into the Dells course instead.

Website Updates

"Request a Training" Page

"Event Calendar" Page

• Clicking an event links directly to its Google registration form (removes intermediate event detail page)
• Feature request: Add "Add to Calendar" button to Google Forms — Sebastian to research feasibility
• Default calendar view: set to Monday start
• Add "event has passed" state for expired events
• Sebastian to investigate whether Gina can add events directly; report back on cost/process

PPC Performance

Asbestos Campaign

• Budget raised to $20,000 (end of last call)
• Search Impression Share: 56% (up from ~20s previously, ~50 at campaign start)
• Conversions up; ~$20 cost per conversion
• 2 direct calls from ad, 3 calls from website click-through

Vermiculite Campaign

• Low search volume limits impact even at current budget
• Impression share is ~50% but the audience is small — users don't know the term
• Insight: Recent vermiculite leads were referred by insulation contractors; the clients themselves used the phrase "asbestos insulation"
• Action: Add "insulation" keyword to the Asbestos campaign (not Vermiculite, to avoid campaign overlap)

SEO & Organic

• Domain Rating: Currently suppressed (temporary effect of a paid DR-building service); expected to jump to 40–50 soon, which should significantly lift organic rankings
• AI Overviews: AHS content is appearing in Google AI Overviews — indicates strong page structure and topical relevance
• Traffic recovery: Organic traffic recovered after the September Google update that penalized low-quality AI-generated content — confirms content quality is solid

Other Initiatives

Vendor Fair Game (December)

• Concept approved: "Can you spot the danger?" — three physical vinyl floor samples in plastic sleeves (2 without asbestos, 1 with), demonstrating that asbestos isn't visually obvious
• Gina's design team will rework the ChatGPT-generated sign with AHS branding and colors
• Gina already has contact info for all attendees; email capture not needed

NARI Expo — Jan 24–25, 2026

• AHS has a booth; free tickets will be available to link from the website
• Meta geofencing campaign confirmed: one ad set targeting the city/persona, one targeting the convention center footprint
• Sebastian to build an event landing page on the AHS site for the expo
• Gina to share calendar invite with Sebastian

Video Shoot — Nov 21

• Videographer confirmed
• Sarah is the on-camera subject
• Brady will attend off-camera to assist with B-roll (pointing out asbestos locations, etc.)
• Gina will not attend
• Sebastian to email videographer to confirm Brady's off-camera role

Custom Chatbot

• Rule-based (not AI) to ensure accurate, pre-approved answers
• Pass-through to live agent during business hours
• Auto-reply / off-hours message after hours
• Sebastian to build

Action Items

Related

• ^[2]