Primo Designs
Items Needing Client Action
Interview with Len completed May 11; initial draft is now ready for client review.
Awaiting Review
Newfangled In Progress
021 Article: Copy & Strategy Review (Ashley)
021 Article: Content Sent to Client
021 Article: Design Review & Asset Sent to Client
025 May Newsletter: Internal Email Review
025 May Newsletter: Test Email Sent to Client
025 May Newsletter: Email Send
022 Article: Initial Development (Tema)
022 Article: Asset Design (Blagoj)
Recently Completed
PRI-023 LinkedIn Recognition Checklist — Client Ad Approved
PRI-024 Google Search Recognition Checklist — Client Ad Approved
PRI-023 LinkedIn Campaign — Activated & QA Complete
PRI-024 Google Search Campaign — Activated & QA Complete
021 Article: Len Interview Completed
022 Article: Interview Process Completed
021 Article: Asset Design (Blagoj)
025 May Newsletter: Strategy / Copy / Content Reviews
025 May Newsletter: Design — Logos Added (Blagoj)
Primo Designs Style Guide — Finalized
Website: Post-launch items wrap-up (Vladimir)
New Leads
26
vs prior week
Conversions
30
form submissions
New MQLs
14
marketing qualified
New SQLs
7
sales qualified
Scoring criteria (proposed — not yet saved):
Hot — Healthcare org (hospital, health system, clinic) + senior title in HR / Marketing / Operations + business email.
Warm — Healthcare org with non-senior target-function title, OR target-geo (Midwest) school / government entity with relevant role.
Cold — Other business contexts (out-of-geo, non-target vertical) without clear disqualifiers.
Job Seeker / Spam — retired individuals, irrelevant trades, junk emails, or obviously misdirected submissions.
All New Leads (26)
Marketing Director (Director of Marketing, South Brooklyn Health)
LinkedIn (paid)
1 page view
1 conversion
Converted On
LinkedIn Lead Gen — Healthcare Holiday Calendar (May 11)
Assessment
- Persona match: Marketing Director at a major hospital — squarely the Brand Guardian persona.
- Company profile: NYC Health + Hospitals is the largest public health system in the U.S.; South Brooklyn Health is a specific facility within it.
- Authority signals: Director-level title implies budget influence over recognition and brand merchandise programs.
- Activity pattern: Calendar download via LinkedIn lead gen — single touch only, no follow-up activity yet.
- Contra-indicator: Personal MSN email; would be worth nurturing to surface a work-email touch before sales outreach.
Program Manager — Surgical Research
Google (paid)
1 page view
1 conversion
Converted On
LinkedIn Lead Gen — Get a Quote (May 12)
Assessment
- Persona match: Program Manager at a top-tier children's hospital — relevant adjacent buyer for branded apparel / event swag.
- Company profile: Seattle Children's Hospital is a major pediatric system, exactly the target healthcare profile.
- Authority signals: PMP credential and "Program Manager" title suggest operational ownership and budget access.
- Activity pattern: Single Google paid touch into "Get a Quote" form — quote intent suggests near-term need.
- Contra-indicator: Pacific NW geo, not the standard Midwest footprint — may have practical fulfillment constraints.
Foundation / Volunteer Manager
LinkedIn (paid)
1 page view
1 conversion
Converted On
LinkedIn Lead Gen — Healthcare Holiday Calendar (May 13)
Assessment
- Persona match: Foundation / Volunteer Manager owns recognition + appreciation programs — Employee Experience Champion adjacent.
- Company profile: AdventHealth is one of the largest faith-based health systems in the U.S. with ~50+ hospitals.
- Authority signals: Volunteer programs typically have their own merchandise/recognition budget separate from HR.
- Activity pattern: Holiday calendar download — the gated asset is doing exactly what it's designed to do.
Marketing Manager
LinkedIn (paid)
1 page view
1 conversion
Converted On
LinkedIn Lead Gen — Healthcare Holiday Calendar (May 13)
Assessment
- Persona match: Marketing Manager — Brand Guardian persona.
- Company profile: Musely is a telehealth / digital health brand (dermatology) — adjacent healthcare vertical, more consumer-facing than typical hospital ICP.
- Authority signals: Marketing Manager titles often manage swag/event budgets for digital health.
- Activity pattern: Healthcare Calendar download via LinkedIn paid — campaign is reaching the intended segment.
- Contra-indicator: Digital health vs. traditional hospital — spend potential may be lower than $100K–$500K ICP band.
Administrative Assistant I
Google (organic)
3 page views
1 conversion
Converted On
Contact Us (May 12)
Assessment
- Persona match: Junior role rather than decision-maker — not directly the buyer profile.
- Company profile: Illinois state health program based in Springfield — strong geographic fit (local).
- Activity pattern: Organic Google with 3 page views and a Contact Us submission — higher engagement than the single-touch leads.
- Channel signal: Organic search + multi-page browse suggests intentional research vs. ad-driven curiosity.
(not provided)
Bing (organic)
15 page views
1 conversion
Converted On
Contact Us (May 14)
Assessment
- Company profile: Illinois state government — adjacent to existing public-sector clients; not healthcare-exclusive but local.
- Activity pattern: Standout — 15 page views via Bing organic is the highest engagement among new leads this week.
- Authority signals: Title and seniority unknown without enrichment; the engagement level alone earns Warm.
- Contra-indicator: Per April Northwoods direction, multi-vertical expansion is on hold pending Dream 100 healthcare focus.
(not provided)
Google (organic)
2 page views
1 conversion
Converted On
Contact Us (May 8)
Assessment
- Company profile: Illinois public school district — local geography, exactly the secondary-vertical type explored in 2025.
- Activity pattern: Organic Google with multi-page browse and Contact Us — research intent.
- Contra-indicator: School district is outside the current healthcare-exclusive Dream 100 focus; still relevant for transactional sales.
(not provided)
Direct
4 page views
1 conversion
Converted On
Contact Us (May 12)
Assessment
- Activity pattern: Direct traffic + 4 page views + Contact Us — direct visitor with research depth.
- Authority signals: No enrichment yet — company and title both blank, so qualification depends on outreach.
- Channel signal: Direct traffic without UTM may indicate prior brand exposure, referral, or a missed UTM tag.
Owner and Photographer
Meta (paid)
1 page view
1 conversion
Assessment
- Small-business owner — outside the 500+ employee target.
- Single-touch Meta paid conversion via "Get a Quote" form — high-funnel, low engagement.
(unclear — "Noon")
Meta (paid)
1 page view
1 conversion
Assessment
- Manufacturing org — historically outside current healthcare-exclusive Dream 100 focus.
- Title field looks like garbage data ("Noon") — limited confidence in role.
Data Recovery Technician
Meta (paid)
1 page view
1 conversion
Assessment
- Logistics company — non-target vertical.
- Technical IC role (Data Recovery Technician) — not a buyer profile for branded merchandise programs.
Owner
LinkedIn (paid)
1 page view
1 conversion
Assessment
- Owner-operator — non-healthcare context (Henderson, NV); unclear company profile.
- LinkedIn paid touch but no engagement depth.
Owner
Meta (paid)
1 page view
1 conversion
Assessment
- Small-business owner in Michigan — non-healthcare context.
- Single-touch Meta paid conversion; no engagement depth.
Business Owner / Franchisee
Meta (paid)
1 page view
1 conversion
Assessment
- Restaurant franchisee — non-target vertical.
- Possible team-apparel use case but well below target spend band.
Chief Executive
Meta (paid)
1 page view
1 conversion
Assessment
- "Chief Executive" title with company field "none" and generic Yahoo email — title may be inflated.
- Houston-based, no enrichment to confirm context.
Bus Operator
Meta (paid)
1 page view
1 conversion
Assessment
- Bus Operator role — not a buyer profile for branded apparel programs.
Retired
Meta (paid)
1 page view
1 conversion
Assessment
- Title is "Retired" — explicitly not in market for B2B branded merchandise programs.
(not provided)
Google (organic)
8 page views
1 conversion
Assessment
- Personal Gmail; no company, no title — high page count but no buyer signal.
- Chatham, IL local geo — could be revisited if a work-email touch surfaces later.
Retired
Meta (paid)
1 page view
1 conversion
Assessment
- Retired individual — not in market.
Retired
Meta (paid)
1 page view
1 conversion
Assessment
- Retired from a school district — not in market.
Retired
Meta (paid)
1 page view
1 conversion
Assessment
- Retired, no company — not in market.
Retired
Meta (paid)
1 page view
1 conversion
Assessment
- Retired individual with apparent typo in email — not in market.
Mailman
Meta (paid)
1 page view
1 conversion
Assessment
- Mailman role + personal hobby company name — no buyer signal.
Manager
Meta (paid)
1 page view
1 conversion
Assessment
- Bar / lounge manager with non-business email (sugardaddy9469@) — not a target buyer; email suggests possibly junk submission.
Retired
Meta (paid)
1 page view
1 conversion
Assessment
- Name and company indicate a personal / non-business submission — not in market.
(Spanish-language inquiry about purchasing desserts)
Meta (paid)
1 page view
1 conversion
Assessment
- Form submission asks (in Spanish) about purchasing desserts — clearly misdirected from a different ad / form.
Conversions by Source
Worth investigating: 17 conversions came through the form labeled "LinkedIn Lead Gen — Get a Quote." Per strategic context, that LinkedIn campaign was shut down in April after high CPA. Most of the matching new-lead records this week show Meta as the platform, not LinkedIn — suggesting the form is still receiving traffic from a different source under its original name, or the form-name labeling is stale. Lead quality from these conversions is mixed (multiple retired / out-of-market individuals), consistent with the original "Get a Quote" performance pattern.
Paid Media — Google, Meta & LinkedIn
Spend
$792
+1.9% vs $777 prior week
Clicks
237
-10.9% vs 266 prior week
CTR
1.04%
+0.04pp vs 1.00% prior week
CPC
$3.34
+$0.42 vs $2.92 prior week
Conversions
22
-8.3% vs 24 prior week
CPA
$35.99
+$3.62 vs $32.37 prior week
Monthly Budget Pacing
Combined daily cap: $114.30/day. MTD spend: $1,568.75 through May 14 (day 14 of 31). Pacing is at 45.7% of expected monthly spend on day 45.2% of the month — right on track. Projected May total: ~$3,429 at current pace. Branded Search campaign has spent $0 against a $10/day budget so far this month — worth confirming whether it's intended to remain dormant.
| Campaign | Platform | Spend | Clicks | CTR | CPC | Conv | CPA | Daily | Status |
|---|---|---|---|---|---|---|---|---|---|
| NF Lead Gen — Healthcare Holiday Calendar (Doc Ad) | $365.23 | 18 | 0.42% | $20.29 | 4 | $91.31 | $45.00 | Active | |
| [NL] Primo | Healthcare | Non-Brand | $216.25 | 55 | 9.50% | $3.93 | 1 | $216.25 | $29.30 | Active | |
| NF Lead Gen — Health and Medical Services | Meta | $210.32 | 164 | 0.92% | $1.28 | 17 | $12.37 | $30.00 | Active |
| [NL] Search | Branded Campaign | $0.00 | 0 | — | — | 0 | — | $10.00 | Active |
Meta remains the efficiency leader at $12.37 CPA on 17 conversions — driving 77% of weekly conversions on 27% of spend. LinkedIn delivered 4 conversions at $91.31 CPA — in line with the Healthcare Holiday Calendar campaign's awareness/content remit. Google Non-Brand spent $216 for 1 conversion ($216 CPA); CTR (9.50%) and clicks (55) are healthy, but conversion efficiency is light — the May 9 keyword/copy restructure should start influencing this once active. Branded Search saw zero spend / zero impressions — worth verifying intent. PRI-023 (LinkedIn) and PRI-024 (Google Search) for the Automation Checklist were activated May 14–15; their spend will show in next week's report.
Email
No email campaigns were sent this period. Most recent send: "The hidden expenses in manual ordering" (April newsletter) on April 15, 2026 — 26.56% open rate, 0.55% click rate, 1,269 recipients. The 025 May newsletter is in final review and scheduled for send May 20.
Campaign Calendar — May–Jul 2026
Externally-visible milestones and client action items across the next three months. Internal QA steps and weekly optimizations are intentionally excluded.
Newsletter
Article / Content
Paid Media
Client Actions
May 2026
S
M
T
W
T
F
S
26
27
28
29
30
1
2
3
4
5
6
7
8
9
10
11
Interview
12
Interview
13
Client Appr
Client Appr
14
Activated
Activated
15
16
17
18
Doc Sent
19
Test Send
20
News Send
Client Appr
21
Client Appr
22
Published
23
24
25
26
27
Doc Sent
28
Doc Sent
29
Published
30
31
1
2
3
4
5
6
June 2026
S
M
T
W
T
F
S
31
1
2
Client Appr
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
News Send
18
19
20
21
22
23
24
25
26
27
28
29
30
1
2
3
4
July 2026
S
M
T
W
T
F
S
28
29
30
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
News Send
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
1
May 11
021 Article: Len Interview Completed
Article 021
May 12
022 Article: Hidden Quality Checks Interview Completed
Article 022
May 13
PRI-023 LinkedIn: Client Ad Approved
PRI-023
Client
May 13
PRI-024 Google Search: Client Ad Approved
PRI-024
Client
May 14
PRI-023 LinkedIn: Campaign Activated
PRI-023
May 14
PRI-024 Google Search: Campaign Activated
PRI-024
May 18
021 Article: Content Sent to Client
Article 021
May 19
025 May Newsletter: Test Email Sent to Client
025 Newsletter
May 20
025 May Newsletter: Client Email Approval
025 Newsletter
Client
May 20
025 May Newsletter: Email Send
025 Newsletter
May 21
021 Article: Client Design Approval
Article 021
Client
May 22
021 Article: Published
Article 021
May 27
022 Article: Design Asset Sent to Client
Article 022
May 28
022 Article: Content Sent to Client
Article 022
May 29
022 Article: Hidden Quality Checks Published
Article 022
Jun 2
022 Article: Client Published Confirmation
Article 022
Client
Jun 17
026 June Newsletter: Tentative Send Date
026 Newsletter
Jul 15
July Newsletter: Projected Send
July Newsletter
Campaign Progress
021 Article — From One-Off Orders to Fully Managed Programs5/10 · 50%
022 Article — Hidden Quality Checks2/9 · 22%
025 May Newsletter5/11 · 45%
PRI-023 LinkedIn — Recognition Automation Checklist9/9 · 100%
PRI-024 Google Search — Recognition Automation Checklist9/9 · 100%