AHS runs annual asbestos compliance training for school-designated personnel (the AHERA-required two-hour annual refresher). The core challenge is that the school training email list is too small to consistently fill the Dells course to its 50-person capacity. Facebook ads were identified as a key channel to grow awareness and registrations, targeting two distinct audiences with different messaging approaches.
See also: [1] | [2] | [3]
Rationale: Principals and administrators are the decision-makers who assign a designated person and are responsible for compliance. They are more likely to be on Facebook than janitorial staff, and compliance messaging resonates with their role.
Targeting approach:
- School-related interests (Facebook does not support direct job title targeting like "principal," but school interest categories can approximate this)
- Geographic targeting: Wisconsin
Messaging angle:
- Compliance-focused: "Is your school asbestos compliant?"
- Urgency as dates approach: "Last call — register your designated person before [date]"
- Frame as a requirement, not a sales pitch
Call to action: Link directly to the training registration form or the school compliance landing page (lead magnet page).
Rationale: Parents are reliably on Facebook and can create indirect pressure on schools to ensure compliance. This is an awareness play rather than a direct conversion play — harder to measure but potentially valuable for long-term list growth.
Messaging angle:
- Informational, not fear-based: "Here's what Wisconsin schools are required to do about asbestos"
- Soft CTA: drive to the compliance information page or lead magnet
Note: Gina explicitly flagged that "scare" messaging is off-brand. Keep tone helpful and factual.
A dedicated landing page with a downloadable compliance resource (e.g., a school asbestos compliance checklist or record-keeping template) should be built to support both ad audiences. The page captures emails in exchange for the download, growing the list independent of direct registration intent.
See: [3]
Once contacts are captured via the lead magnet or registration form, continue weekly email sends with:
- CTA moved above the fold
- Dates and urgency highlighted
- Subject lines and headlines adjusted week-to-week as event dates approach