BluePoint ATM Marketing Call — February 2026

Date: February 11, 2026
Type: Monthly Marketing Review
Client: ^[1]
Source: Fathom Recording

Attendees:
- BluePoint: Wade Zirkle, Mike Stebbins
- Asymmetric: Karly Oykhman, Melissa Cusumano, Mark Hope, Avokerie Onorimuo
- External: Chuck (salesgrowthmd.com)

Overview

Monthly review covering active campaign performance for the NY compliance guide, corrections to social content strategy, creative asset revisions (ATM mockups and stadium photos), a proposal for ClickUp-Asana project management integration, and an introductory discussion of account-based marketing (ABM).

Key Decisions

Campaign: NY Compliance Guide (LinkedIn)

• Keep the static ad running. It is significantly outperforming benchmarks — $0.70 CPC vs. a $2–$5 LinkedIn average — and generated 8 leads in the past week alone. Decision: extend through end of February, then reassess.
• Video boost will not be rerun. It served its brand awareness purpose and has run its course.
• Repurpose the static ad as an organic post. Karly will publish the high-performing ad creative directly to the BluePoint ATM LinkedIn page this week and repost on her personal page.
• Verify Google Ads conversion tracking. Google Ads drove 13 clicks to the landing page but showed zero conversions, suggesting leads are coming primarily from LinkedIn. Karly will confirm tracking is configured correctly.

Social Media Content Strategy

• LinkedIn-first workflow confirmed. All social posts will be drafted and optimized for LinkedIn, then adapted (shortened) for Instagram, X/Twitter, and Facebook. No need to write platform-specific copy from scratch.
• Correct the traditional vs. reverse ATM value prop distinction. A recent post incorrectly mixed messaging:
• Traditional ATM: Revenue-generating — passive income, no out-of-pocket cost, maximizes floor space.
• Reverse ATM: Cost-reducing — eliminates cash handling pain via a lease fee. Not a revenue stream for the venue.
• Karly will draft a corrected February post focused on the reverse ATM value prop.
• March 20 team post tabled. Will be revisited once BluePoint's new hire starts in March so she can be included in the team graphic.
• February post approved. Alternate stock image (not iStock) approved by Mike; Karly will publish.

Creative Assets

• ATM mockups: Use green side-lighting (better visual pop than blue). Add the ADA device (small headphone-jack box for blind users) — a key differentiator over competitors whose machines are not ADA-capable. Mike will send Karly a photo of the device and its placement.
• Stadium stock photo: Use the most realistic "university" option (student with skateboard backpack). Edit out the third person in line to show only two people, avoiding any perception of long queues.

Project Management

• ClickUp-Asana sync proposal presented. A two-way sync tool ($65/month) would allow tasks, deadlines, tags, and comments to flow between Asymmetric's ClickUp and BluePoint's Asana. A free trial is available.
• Decision deferred. Wade and Mike will discuss internally and respond next week.

ABM Strategy

• Introduced as a future initiative. Account-based marketing — targeting specific high-value companies with tailored campaigns — was proposed as relevant for BluePoint's B2B motion.
• Potential target accounts named: Delaware North, Aramark, and similar airport/facility management companies.
• No immediate action. BluePoint will consider for a dedicated strategy session within the next month.

Campaign Performance Snapshot

Action Items

Notable Transcript Excerpts

On the reverse ATM value prop confusion (Wade):

"The reverse ATM is... you know, it's not, it's the opposite of that. You know, they have to pay for it... if we're talking about ATMs, then someone didn't look at this and delete the stuff that's irrelevant to ATMs and vice versa."

On the NY campaign performance (Mike):

"I've gotten 1, 2, 3, 4, 5, 6, 7, 8 — just in the last week — 8 people that submitted the form to get the compliance guide... if we're getting these compliance guide requests from LinkedIn, then let's keep the campaign rolling."

On the static ad CPC (Karly):

"This cost per click for the static ad being $0.70 for LinkedIn is fantastic. Usually the cost per click is anywhere from $2 to $5 for LinkedIn ads."

On the email campaign result (Mike):

"I have a meeting tomorrow with the Color Factory, an immersive art museum in New York, and that was directly as a result of that email campaign."

On the ADA device as a differentiator (Wade):

"A lot of our competitors, their machines are not ADA capable, and if Mike can visually point to that on a one-pager or in a PowerPoint, that's — I think that that's worth making that change."

Related

• ^[2]
• ^[3]