Monthly marketing sync with [1]. Reviewed NARI homeshow email campaign results, approved four social media posts, granted Gina email platform access, discussed edits to the Sarah & Mike video testimonial, and flagged a Google Ads lead form → MarketSharp sync failure requiring a Zapier fix.
Attendees:
- Gina Richardson — AHS (admin / gina@madisonasbestos.com)
- Bob Stigsell — AHS
- Brady — AHS (brady@madisonasbestos.com)
- Paul Buniel — Asymmetric
- Sebastian Gant — Asymmetric (account lead)
NARI Homeshow Campaign Results
- 301 clicks → 219 unique ticket downloads
- ~40% open rate; low unsubscribe and bounce rates
- Outcome: strong vendor networking at the show; no direct jobs attributed, but mold seminar flyers were distributed to attendees
Gina's Platform Access
- Use case: sending urgent, self-managed bulk emails (e.g., targeting contacts with open proposals during slow periods)
- Invite sent to gina@madisonasbestos.com; Sebastian to provide a walkthrough session
Four posts approved for January/February scheduling:
| Post | Notes |
|---|---|
| "Winter Moisture Warning" | Schedule first — pipe-bursting incidents active in Madison; add pipe-bursting copy, remove subheader |
| "Ice Dams" | Timely mold-risk post; Gina liked the blue design |
| "NARI Re-election" | Announces Gina's re-election as NARI Secretary |
| "Start 2026 with Peace of Mind" | General lead-gen; on-brand version (not the field image) selected |
First draft reviewed in-meeting. Sarah & Mike are traveling (Antarctica) through February, so no client review needed yet.
What's working:
- Branded intro/outro
- Sarah's story of interviewing ~6 remediation companies before choosing AHS
- Question overlay format
Required edits for second draft:
1. Terminology: Replace "paint" with "encapsulant" throughout — it's a different product and the distinction matters for accuracy and liability
2. Scope claim: Remove/qualify the "painted the entire room" statement — AHS does not always paint the full space; this could create false customer expectations
3. Services: Add "lead" to the services list (currently shows asbestos, mold, selective demolition only)
4. Mike: Find and include a clip of Mike speaking
5. Brady: Include the segment where the customer mentions Brady finding an additional problem area by instinct — this is a strong differentiator moment
6. Opening: Tighten the repetitive "paneling" section at the start
Budget increase (effective Jan 23) — early results:
- Pmax campaign: ~10 leads generated, all via the lead form; all captured in CSV only (see issue below)
- Mold Search campaign: Impression share ~27% since Jan 24, up ~1% from prior period
- Low search volume attributed to severe weather keeping people home; Sebastian to expand keyword targeting to compensate
Google Ads Lead Form → MarketSharp Sync Failure
- Leads submitted via the Google Ads lead form are not forwarding to MarketSharp
- Currently captured in a CSV within Google Ads, but Sebastian lacks permissions to download it directly (requires Mark's access)
- Interim: Sebastian to work with Mark to export the CSV and send leads to Gina manually
- Fix: Mark to build a Zapier integration: Google Ads lead form submission → MarketSharp record creation
- Lead form kept active — conversion rate is good and removing it would lose leads
Contractor Pages
- Updated based on prior discussion; Brady has been commenting in the shared doc
- Ready for final review by Gina and Brady → Sebastian to send
Location Pages
- In development; templated approach with location-specific copy substitution
Postcards
- Design: "daisy" top design approved
- Quantity: 500 units, blank back (handwritten notes for flexibility)
- Next step: Sebastian to contact Melissa (Asymmetric's Madison contact) for a printing quote