wiki/knowledge/email-marketing/bluepoint-stadium-arena-campaign.md · 537 words · 2026-04-05

BluepointATM Stadium & Arena Email Campaign

Overview

A targeted email campaign aimed at stadium and arena operators was approved by BluePoint weeks before the Oct/Nov review meeting but had not been sent as of the meeting date. The failure was attributed to an automation issue. The campaign is part of a broader "sniper approach" targeting a specific contact list BluePoint had provided (the same list used for direct mail planning), and it is intended to run in parallel with a LinkedIn lead gen form campaign targeting the same vertical.

Campaign Status

Item	Status
Campaign content	Approved
Email send	Not sent — automation failure
LinkedIn lead gen form (companion)	Planned, not yet launched
Investigation owner	Melissa Cusumano (Asymmetric)

What Happened

During the Oct/Nov review, BluePoint flagged that the Stadium & Arena email campaign had been approved weeks prior but never arrived in recipients' inboxes. Melissa Cusumano acknowledged the failure and committed to investigating the automation issue immediately and providing an update.

"The campaign, approved weeks ago, has not been sent."
— Meeting summary, timestamp ~5152s

The root cause was not identified during the meeting. The likely failure point is the email automation workflow (HubSpot or a connected platform), consistent with other HubSpot sync issues flagged in the same meeting (see ^[1]).

Target Audience & List

Source: Contact list provided by BluePoint (stadiums and arenas)
Approach described as a "sniper" targeting strategy — highly specific, matched to the direct mail list
Avokerie Onorimuo (Asymmetric) was noted as leading the targeting refinement for this campaign

Planned LinkedIn Integration

When the campaign relaunches, the recommendation is to pair the email outreach with a LinkedIn Lead Gen Form campaign targeting the same stadium and arena audience. Rationale:

Decision-makers in this vertical are active on LinkedIn but unlikely to navigate away from the platform to fill out a website form
Native LinkedIn lead gen forms reduce friction — the prospect fills out the form directly within LinkedIn and the lead is delivered to BluePoint without a landing page visit
This mirrors the broader LinkedIn strategy recommendation made during the meeting for future campaigns

Action Items

Owner	Action	Due
Melissa Cusumano (Asymmetric)	Investigate automation failure; provide immediate update to BluePoint	ASAP (flagged at meeting)
Asymmetric team	Relaunch email campaign once automation issue is resolved	TBD
Asymmetric team	Build LinkedIn Lead Gen Form campaign targeting stadium/arena contacts	Upon BluePoint approval

This campaign failure surfaced alongside other operational issues discussed in the same review meeting:

HubSpot lead sync failures — website form submissions not automatically syncing to HubSpot, requiring manual entry. BluePoint was asked to run test form submissions to isolate which forms are affected.
Unapproved website changes — changes being made without BluePoint's knowledge, forcing rework.

These issues collectively point to a need for tighter workflow auditing and platform access controls. See ^[1] for full operational issue log.

^[1]
^[3]
^[2]
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