Marketing Review — December 2025

Overview

Monthly marketing review with AHS (Madison Asbestos / Advanced Health and Safety). Meeting covered the final push for the Dec 11–12 asbestos training, launch of a major SEO initiative, early planning for the January NARI Expo campaign, and several internal project updates. Sebastian Gant noted he is now the primary email contact at Asymmetric following a staffing change.

Date: December 2, 2025
Attendees:
- Gina Richardson — AHS (admin@madisonasbestos.com)
- Bob Stigsell — AHS (bob@madisonasbestos.com)
- Brady — AHS (brady@madisonasbestos.com)
- Paul Buniel — Asymmetric
- Sebastian Gant — Asymmetric

Key Decisions

• Email blast to go out Dec 3 targeting the existing list plus 400 newly sourced school janitor/maintenance worker contacts; Sebastian will update the previous template (strip November dates and Madison-specific references) and send without additional approval given Gina's sign-off.
• Meta ads for Dec 11–12 training will run two separate ad sets — one parent awareness ad (landing page, not sign-up form) and one school staff ad (direct sign-up form link) — ending Dec 10 at 8 AM.
• "Scary" parent ad copy approved by Gina despite acknowledged risk of causing alarm; rationale is that asbestos awareness justifies the urgency.
• 10 location pages will be added to the site and linked from the About Us page (not main nav) to avoid implying multiple offices. Janesville included despite initial hesitation — Brady's proximity makes it serviceable and it's a largely untapped market (~50–75k population).
• ~44 blog posts planned through mid-2026, organized by audience segment (homeowners, schools, commercial, professionals). Gina's Google Alerts topics (e.g., asbestos in cosmetics) to be folded into the calendar.
• NARI Expo campaign will use geo-targeted Meta ads targeting the event center and citywide, with "Visit us at Booth #405" as the CTA.
• Gina's NARI board re-election (three-year term, effective Dec 15) to be added to the January social calendar as a credibility/announcement post.

Action Items

• [ ] Share AHS Google Drive folder with Gina; Gina to add new team photo to About Us — @Sebastian Gant
• [ ] Send final email blast (Dec 3) to full list including 400 new school janitor/maintenance contacts — @Sebastian Gant
• [ ] Launch Meta ads for Dec 11–12 training; set end date to Dec 10, 8 AM — @Sebastian Gant
• [ ] Email Gina location-page FAQs for approval — @Sebastian Gant
• [ ] Email Gina location-page template for review — @Sebastian Gant
• [ ] Email Gina social post previews upon Mylene's return (Dec 3) — @Sebastian Gant
• [ ] Forward Gina's Google Alerts to content coordinator; add relevant topics to blog calendar — @Sebastian Gant
• [ ] Begin planning NARI Expo Meta ad campaign; geo-target event center + citywide — @Sebastian Gant
• [ ] Add Gina's NARI board re-election announcement to January social calendar — @Sebastian Gant
• [ ] Update Gina on video editing timeline once designer responds — @Sebastian Gant
• [ ] Send new team and award photos (no alcohol visible) for website — @Gina Richardson

Campaign Details

Dec 11–12 Training — Email Blast

• Send date: Dec 3 (tomorrow at time of meeting)
• List: Existing contacts + 400 new school janitor/maintenance emails
• Template: Previous training email; remove November dates and Madison references
• Approval: Gina gave verbal go-ahead to use Sebastian's judgment

Dec 11–12 Training — Meta Ads

Note: Instagram account connection issue (previously routing to Gina's personal account) has been resolved and connected to the AHS ad account.

NARI Expo — January Campaign

• Event: NARI Expo, end of January
• Booth: #405
• Channel: Meta geo-targeted ads
• Targeting: Event center radius + citywide customer persona
• CTA: "Visit us at Booth #405"
• Strategic angle: Pair with Gina's NARI board re-election announcement for added credibility

SEO & Content Initiative

Location Pages (10 pages)

Goal is to capture organic and AI-sourced local traffic from surrounding communities. Pages will be linked from the About Us page under a "Communities We Serve" section rather than the main nav.

Locations include Janesville (flagged as a large, underserved market; Brady's proximity makes it operationally viable).

• FAQs for each page being drafted; Sebastian will send for Gina's approval before publishing.
• Template to be shared with Gina for review before full rollout.

Blog Content (~44 posts)

• Organized by audience: homeowners, schools, commercial properties, professionals
• Topics sourced from internal research + Gina's Google Alerts (e.g., asbestos in cosmetics, vermiculite in older schools)
• Publishing cadence planned through mid-2026
• Goal: increase site depth to improve organic rankings and AI citation surface area

Internal Project Updates

Related

• ^[1]
• ^[2]
• ^[3]