Masa Arepa Email, Landing Page, and Recruitment Ads Review — 2026-04-05

Overview

Working session between Melissa Cusumano (Asymmetric) and Diana Henry (Didion) covering four areas: Masa Arepa email campaign simplification, landing page overhaul, social media graphic feedback, and a Meta vs. Google recruitment ad performance analysis with a proposed budget reallocation.

Attendees:
- Diana Henry — Didion (dhenry@didioninc.com)
- Melissa Cusumano — Asymmetric (melissa.cusumano@asymmetric.pro)

Key Decisions

• Email campaigns will be simplified to 2–3 focused emails per campaign (Customer and Prospect tracks), each covering one topic. Asymmetric will revise copy and build a test email in Constant Contact by Monday.
• CTA will link to the Masa Arepa landing page form — no general scheduling tool exists; individual sales reps do not have unified scheduling links.
• "Didion Millen" branding confirmed for use in email headers across both campaign tracks.
• Landing page requires a full overhaul before it can be presented to Didion senior leadership. Fixes due Monday.
• Budget reallocation from Google Display to Meta TOFU is under consideration, pending Asymmetric's review of Meta's geographic targeting radius for salaried roles.
• LinkedIn recruitment campaign proposal requested by Diana — 60–90 day campaign targeting salaried positions.

Action Items

Asymmetric (Due: Monday)

• [ ] Simplify email copy into 2–3 emails per campaign track (Customer: partnership/innovation/private label; Prospect: Didion family story/R&D)
• [ ] Build one test email in Constant Contact to validate design and layout feasibility
• [ ] Implement all landing page fixes (see detail below)

Asymmetric (No hard deadline)

• [ ] Remove "too green" background from the multi-bowl social media graphic
• [ ] Review Meta's geographic targeting radius for salaried roles — confirm whether 30–50 miles around Cambria is appropriate or needs expansion
• [ ] Correct math inconsistencies in the proposed budget transformation slide
• [ ] Propose a 60–90 day LinkedIn recruitment advertising campaign with cost estimates

Diana Henry (Due: EOD Thursday)

• [ ] Review social media Miro board and provide feedback
• [ ] Obtain carousel tutorial video from Eshock so Diana can edit the landing page carousel independently

Topic Detail

Masa Arepa Email Campaigns

Current drafts are too long and risk low engagement. The agreed approach:

• 2–3 emails per campaign track, each focused on a single topic
• Customer track: Partnership, innovation, private label, reliability — lean into the existing relationship
• Prospect track: Email 1 introduces Didion; Email 2 tells the Didion family/R&D story; Email 3 circles back to a partnership CTA
• CTA: Links to the Masa Arepa landing page form (no scheduling tool available at the company level)
• Design: Use "Didion Millen" logo in a fixed header band so the logo scales consistently at smaller sizes
• Validation: Asymmetric will build one email in Constant Contact (the middle design, which has image + content + blocking) to confirm design is achievable within the platform before finalizing all assets

Masa Arepa Landing Page

The page has significant usability and content issues that must be resolved before Diana can present it to senior leadership. Required fixes:

Additional support needed:
- Diana needs a tutorial video from Eshock on how to edit the carousel so she can make future updates independently (e.g., fixing "Arepas" pluralization)

Social Media Content

• Miro board is ready for Diana's review (feedback requested by EOD Thursday)
• One graphic (featuring multiple bowls) has a background that is "too green" — Asymmetric to remove/replace the background
• Asymmetric is responsible for posting; Diana to confirm any graphic changes

Recruitment Ad Performance

Nine-month performance summary (approx.):

Key finding: Meta campaigns are significantly outperforming Google Display in cost per application.

Proposed budget shift: Reallocate funds from Google Display to Meta TOFU, with a projected 60–80% increase in conversions at the same total budget.

Diana's concerns:
1. The math in the proposed budget transformation slide doesn't add up — Google Display reduction (~$250/month) doesn't account for the large percentage increases shown for Google SEM and Meta TOFU. Asymmetric to correct.
2. Meta's geographic radius (currently ~30–50 miles around Cambria, WI) may be too narrow for salaried roles, which typically draw from a wider area. Asymmetric to verify and adjust if needed before recommending the shift.

LinkedIn: Not yet in use for recruitment. Diana requested a 60–90 day LinkedIn campaign proposal targeting salaried positions, to be reviewed with the internal recruitment team.

Context & Background

• Didion sent an initial "great meeting you at PLMA" email on December 1st; the intent is to maintain a drip cadence of roughly one email every two weeks, pausing over the Christmas/New Year break and resuming in January.
• The Masa Arepa landing page is built in WordPress; some layout elements involve custom CSS/JavaScript that requires developer access (Eshock) rather than direct client editing.
• Website health score is currently 96/100 (via Ahrefs monthly crawl) — strong technical foundation.
• Organic blog content has been paused; restarting could support SEO but is not currently in scope.

Related

• ^[1]
• ^[2]