wiki/knowledge/paid-social/ahs-nari-expo-campaign.md · 383 words · 2026-04-05
AHS NARI Expo Campaign — January
Overview
A geo-targeted Meta ad campaign planned to drive traffic to AHS's booth at the end-of-January NARI Expo. The campaign leverages Gina Richardson's re-election to the NARI board as a credibility asset and uses booth location targeting alongside broader citywide reach.
This campaign was scoped during the [1] December 2025 marketing review. Execution owner is Sebastian Gant (Asymmetric).
Campaign Details
| Field |
Value |
| Event |
NARI Expo (end of January) |
| Booth |
#405 |
| Channel |
Meta Ads (Facebook/Instagram) |
| Targeting |
Geo: event center + citywide |
| CTA |
"Visit us at Booth #405" |
| Timing |
Runs in the days leading up to the event |
Targeting Strategy
- Hyper-local layer: Geo-fence the event center itself to reach attendees already on-site or nearby.
- Citywide layer: Broader audience matching AHS's customer persona (contractors, facilities managers, school administrators) across the host city.
- Timing: Ads run for a few days leading up to the event date to build awareness before foot traffic peaks.
This mirrors the dual-layer approach used in the [2] (Madison + 45 miles / Wisconsin-wide).
Strategic Asset: Gina's NARI Board Re-Election
Gina Richardson is being re-elected to the NARI board for a three-year term (vote on December 15). This provides a meaningful credibility signal to fold into the campaign:
- Ad copy / creative: Reference her board membership to establish AHS as an industry insider, not just an exhibitor.
- Social calendar: Add a January announcement post about the re-election to reinforce authority ahead of the expo.
- Rationale: Board membership signals trust and legitimacy to the contractor audience attending NARI events.
"I think it gives a little bit more validity." — Sebastian Gant, Dec 2025 meeting
Action Items
- [ ] Launch Meta ads for NARI Expo (Booth #405); geo-target event center + citywide (@Sebastian Gant)
- [ ] Add Gina's NARI board re-election announcement to January social calendar (@Sebastian Gant)
- [ ] Share campaign previews with Gina Richardson for approval before launch (@Sebastian Gant)