Campaign built to drive sign-ups and awareness for AHS's December 11–12 asbestos training in Madison. Two separate ad sets with distinct audiences and CTAs, running through December 10 at 8 AM.
| Detail | Value |
|---|---|
| Client | [1] |
| Platform | Meta (Facebook + Instagram) |
| Flight | Launch ASAP → end Dec 10, 8:00 AM |
| Geography | Madison + 45 miles; Wisconsin-wide |
| Goal | Drive training sign-ups for Dec 11–12 event |
| Detail | Value |
|---|---|
| Objective | Awareness |
| Audience | Parents, parent educators, PTAs, private school and secondary education interests |
| CTA / Destination | Links to a landing page (informational, not the sign-up form) |
| Headline | "Could there be asbestos at your child's school?" |
| Copy angle | "Your child's school may have asbestos — help keep the classroom safe." |
Rationale: Parents are not the direct buyer for training, but they create pressure on schools to act. The copy is intentionally alarming — Gina Richardson reviewed and approved the "scary" framing, acknowledging the risk of causing alarm is outweighed by the awareness value. Linking to a landing page (rather than the form) gives parents context before they escalate to school administrators.
"As a parent, that would freak me out… I think it's okay. I'm just nervous about it." — Gina Richardson
| Detail | Value |
|---|---|
| Objective | Conversions |
| Audience | School interests and job titles (Wisconsin-wide) |
| CTA / Destination | Links directly to the training sign-up form |
| Headline | "Is your school's asbestos training up to date?" |
| Copy angle | "December 11–12 is your chance to get staff certified and ensure your building is compliant. Sign up now." |
Rationale: School staff (janitors, maintenance workers, administrators) are the direct buyers. Sending them straight to the form reduces friction for a time-sensitive event.
A coordinated email blast went out December 3 to reinforce the Meta campaign. See [2] for details.