Working session with Diana Henry (Didion) attended by Melissa Cusumano and Michal Bielerzewski (Asymmetric). The call covered four main areas: finalizing the golf sponsorship page architecture, correcting an underspending ad budget, remediating ongoing Kinsta 500-level server errors, and deciding to hold a Phase 2 content plan while the current LinkedIn/email runway extends into May–June.
Attendees:
- Diana Henry — dhenry@didioninc.com (Didion, external)
- Melissa Cusumano — Asymmetric
- Michal Bielerzewski — Asymmetric
Recording: https://fathom.video/calls/562987052
| # | Decision | Owner |
|---|---|---|
| 1 | Golf sponsorship form: pursue single-form dual-payment-path (credit card + check via radio button) as the ideal; fall back to two separate forms if Gravity Forms can't support it | Ishak (dev) to confirm |
| 2 | Add a standalone "Support Silent Auction" section to the sponsorship page, with a dedicated form offering preset donation amounts ($100, $250, $500, etc.) and a required "Not at this time" option | Ishak |
| 3 | Ad budget caps must be corrected to enable the full approved $700/month spend (currently only ~$545/month is being spent) | Melissa |
| 4 | Reallocate ad budget toward Google SEM and Meta TOFU campaigns, which have shown the strongest performance | Melissa / PPC team |
| 5 | Phase 2 content plan (LinkedIn + email) is on hold — current plan runs through May–June; Diana will check internally whether any remaining open roles need support | Diana |
| 6 | Melissa to resend the $150/month hosting proposal to Diana, ideally bundled with Mark's remediation findings | Melissa |
The existing page has hidden elements (credit card and check buttons) from the prior event. The plan for the new page:
"If there was a self-selection within the current form we created in Gravity Forms of pay by credit card, select, then it goes down that path. If it's pay by check, select that button… then that goes down that path." — Diana Henry
Current backend caps are set below the approved $700/month, resulting in only ~$545/month actual spend. This is directly limiting recruitment campaign reach during a period of active hiring.
Current (approximate):
- Google Ads total: ~$400/month
- SEM: $100 (budget-constrained)
- Display TOFU + retargeting: split of remainder
- Meta total: ~$145/month
- TOFU: $70
- Retargeting: $70
- Actual spend: ~$543/month
Recommended direction:
- Increase Google SEM allocation (was performing well but capped)
- Increase Meta TOFU (strong results)
- Consolidate/reduce display retargeting split
- PPC specialist to confirm final numbers once caps are corrected
Diana confirmed the budget has always been $700/month — the underspend is a backend configuration error, not an intentional reduction.
The Didion site on Kinsta is generating frequent 500-level server errors, impacting both site stability and Diana's ability to edit content in Divi. Mark (Asymmetric dev) has API access to Kinsta and is actively remediating:
Melissa will resend the $150/month managed hosting proposal (originally sent July 7th) as supporting context for moving to Asymmetric-managed hosting, which would include 24/7 monitoring, plugin management, and proactive maintenance.
"He said he can get the health score back up to like in the 90s. So hopefully that'll happen." — Melissa Cusumano
Current content plan:
- LinkedIn: bi-weekly posts → scheduled through ~April
- Email: monthly → scheduled through ~May/June
Phase 2 (a new content batch) is on hold because:
- The current plan has sufficient runway
- Several high-priority recruitment roles that were driving content needs have been filled
- Diana needs to re-check internally whether remaining open roles warrant a new content push
Early signal from the email program is positive — the first send generated responses from existing customers.