Primo Designs
Items Needing Client Action
025 May Newsletter — Test Email Approval
Test email was sent to the Primo team on May 19 featuring the pickleball set, golf umbrella, and trucker hat. We're ready to send to the full list as soon as you give the go-ahead — please review the test send and reply with approval or any changes needed.
Awaiting Approval
Newfangled In Progress
022 Quality Checks: Len interview
022 Quality Checks: Initial development
022 Quality Checks: Article asset design
022 Quality Checks: Copy & strategy review
022 Quality Checks: Content finalized
022 Quality Checks: Design review & asset sent to client
Recently Completed
021 Managed Programs article — published at primodesigns.net/fully-managed-branded-merchandise-program-healthcare/
PRI-023: LinkedIn lead-gen campaign (Automation Checklist document ad) — live
PRI-024: Google Ads Services restructure (5 new ad groups) — activated
025 May Newsletter: copy, strategy, and design review
025 May Newsletter: test email sent to client
Primo Designs Style Guide finalized (voice, lexicon, formatting rules)
New Leads
37
+11 vs 26 prior week
Conversions
39
+9 vs 30 prior week
Active MQLs
25
+10 vs 15 prior week
Active SQLs
7
-2 vs 9 prior week
Scoring criteria:
Hot — healthcare-aligned organization + decision-making title (HR/Marketing Director, VP+) + real engagement (3+ pageviews or content download).
Warm — healthcare-aligned organization + either manager-level title or 3+ pageviews.
Cold — baseline activity from non-healthcare or consumer-type sources (typical of broad-targeted social inventory campaigns).
All New Leads (37)
Marketing Coordinator
LinkedIn
1 page view
1 conversion
Converted On
LinkedIn Lead Gen — Automate Checklist or Healthcare Holiday Calendar (May)
Assessment
- Anthony L. Jordan Health Center is a federally qualified health center in Rochester, NY — strong vertical fit for healthcare-focused recognition and brand programs.
- Marketing Coordinator role aligns with the Brand Guardian persona; typically involved in vendor evaluation but not the final decision-maker.
- Came in via LinkedIn paid (the channel we're using for service-focused content) — validates LinkedIn targeting.
- Single pageview and single conversion — early-stage; worth nurturing into more engagement before sales outreach.
—
Google
3 page views
1 conversion
Converted On
Form submission via Google search (May)
Assessment
- SIU School of Medicine — academic medical center; healthcare-adjacent and a good fit for the Springfield Clinic-style customer profile (large, multi-department healthcare organization).
- Business email (siumed.edu) — institutional rather than consumer.
- 3 pageviews is above-baseline engagement for the period; suggests genuine research intent.
- Title not captured — would help to qualify whether this is HR, Marketing, or another department before sales outreach.
—
Google
2 page views
1 conversion
Converted On
Form submission via Google search (May)
Assessment
- San Antonio Med Spa — healthcare-adjacent (medical aesthetics); likely smaller in employee count than the target persona but could benefit from staff apparel and patient gift programs.
- Business domain email signals an organizational inquiry rather than a personal one.
- 2 pageviews via Google search — search-driven research, common pattern for bottom-of-funnel intent.
- Worth a follow-up to confirm fit; if the operation is single-location with a small team, value may be lower than typical persona.
Owner
LinkedIn
1 page view
1 conversion
Converted On
LinkedIn Lead Gen — Automate Checklist or Healthcare Holiday Calendar (May)
Assessment
- Behavioral health / counseling services — healthcare-adjacent vertical.
- Owner-level title carries decision authority, though small business size may mean lower spend potential than the target healthcare-system persona.
- LinkedIn paid attribution — content offer (recognition program automation) reached intended audience type.
- Single pageview — early-stage interest; nurture-track candidate.
—
Google
7 page views
1 conversion
Assessment
- Highest engagement of the period (7 pageviews) but no company or title captured to assess fit.
- Personal Gmail address — could be an individual researching or could be a business owner using personal email; ambiguous without further info.
- Worth a closer look in Insight Engine to see which pages were viewed before deciding next step.
Office Assistant
Google
5 page views
1 conversion
Assessment
- Above-baseline engagement (5 pageviews) — research-intent behavior.
- Government agency outside healthcare focus; Office Assistant role is not a buying-authority position.
- Personal email rather than .gov — may not be representing the agency in an official purchasing capacity.
—
Google
4 page views
1 conversion
Assessment
- Multiple pageviews show research intent, but no company, title, or business email to assess vertical fit.
- Personal Comcast email and minimal enrichment make qualification difficult without follow-up.
—
Other
3 page views
1 conversion
Assessment
- Business email domain (visionllc.org) suggests an organizational inquiry, but the .org domain and "vision" name leave the vertical unclear.
- 3 pageviews shows engagement above baseline.
- No title or industry signal available — worth a quick Insight Engine review to see context.
—
Bing
3 page views
1 conversion
Assessment
- 3 pageviews via Bing search — search intent but no firmographic enrichment.
- Personal email; company and title fields empty.
—
Google
3 page views
1 conversion
Assessment
- 3 pageviews via Google search — moderate engagement.
- Personal Gmail; no enrichment to assess fit.
—
Direct
3 page views
1 conversion
Assessment
- Direct traffic (typed URL or untagged source); 3 pageviews indicates active browsing.
- No enrichment; difficult to qualify.
Marketing Coordinator
LinkedIn
1 page view
1 conversion
Assessment
- Marketing Coordinator title is in-persona, but S.A.F.E. Management is not a healthcare organization (event/venue management).
- LinkedIn paid source — campaign reached a marketing role but outside the healthcare target vertical.
- Single pageview — no further engagement signal yet.
Supervisor
Meta
1 page view
1 conversion
Assessment
- K-12 school district — outside the primary healthcare focus, though schools have surfaced as a secondary market in prior strategic discussions.
- Supervisor title is mid-level but not specified to a buying function.
- Meta-sourced, single pageview — typical inventory-sale style engagement.
Telecommunications Technician
Meta
1 page view
1 conversion
Assessment
- Higher-ed organization but role (Telecommunications Technician) is not in a purchasing path for merchandise programs.
- Personal Gmail address.
Retired
Meta
1 page view
1 conversion
Assessment
- Indiana Blood Center is healthcare-adjacent, but "Retired" status indicates no current purchasing authority.
- Meta-sourced single pageview matches the consumer-targeting pattern.
Cold
Other Meta-sourced consumer leads (21 total)
—
Meta
1 page view each
1 conversion each
Pattern
- Most of this week's lead volume came from a single Meta campaign reaching a broad consumer-style audience: retired individuals, sole proprietors, and small non-healthcare businesses (auto, salvage, retail, hobby).
- Typical profile: personal email (Yahoo / Gmail / AOL / Hotmail / Comcast), single pageview, single form submission, no further site activity.
- This is the pattern we'd expect from a broad Meta audience pulling form fills on a "Get a Quote" landing page. These will generate volume in MQL counts but won't translate to healthcare-program SQLs.
- Net effect: the lead-count and MQL bump this week is largely driven by this Meta cohort. The 4 Warm healthcare-leaning leads above are the more meaningful signal for the sales conversation.
Names (for reference)
Margo Hamann · Rick Eastman · John Johnson · Amber Canada · Manuel Lavalle · Jon Martin · Rodger Bland · Donna Matthews · Paul Mondello · Deborah Escoe · Joe Carr · Dale Brunts · Raymond Barroso · George Sabotka · Virgilio De León · Kelly Henby · Orville Anderson · Jim Nigh · Gregory Loper · Tina Levesque · Arthur Simpson
—
Google
1 page view
1 conversion
Assessment
- Form submitted email address as both name and company; no enrichment available.
- Single pageview — likely incidental.
Conversions by Source
The "Get a Quote" form continues to capture the largest share of conversions, primarily driven by Meta-sourced traffic to broad-audience inventory promotion. Contact Us submissions held steady at 10. The new LinkedIn Automate Checklist campaign (PRI-023, launched May 15) generated its first conversion in its first week.
Paid Media — Google, Meta, LinkedIn
Spend
$774
vs $792 prior week
Clicks
264
+27 vs 237 prior week
CTR
0.99%
vs 1.04% prior week
CPC
$2.93
$0.41 lower vs $3.34
Conversions
30
+8 vs 22 prior week
CPA
$25.79
$10.20 lower vs $35.99
Monthly Budget Pacing
May month-to-date spend: $2,342 across 21 days (~$112/day). Projected monthly total at current pace: ~$3,460. By platform MTD: LinkedIn $1,032 · Meta $672 · Google $639. The PRI-023 (LinkedIn) and PRI-024 (Google) launches on May 15 will continue to shape pacing through end of month.
| Campaign | Platform | Spend | Clicks | CTR | Conv | CPA | Status |
|---|---|---|---|---|---|---|---|
| Lead Gen — Health & Medical Services | Meta | $208.55 | 187 | 0.84% | 23 | $9.07 | Active |
| Lead Gen — Healthcare Holiday Calendar (doc ad) | $250.98 | 11 | 0.42% | 2 | $125.49 | Active | |
| Lead Generation — Automate Checklist (PRI-023) | $108.88 | 6 | 0.53% | 1 | $108.88 | Active | |
| Primo · Healthcare · Non-Brand (legacy) | $153.57 | 33 | 13.25% | 2 | $76.78 | Paused | |
| Search · Branded Campaign (Gildan, legacy) | $51.69 | 27 | 8.74% | 2 | $25.84 | Paused |
Meta continues to deliver the strongest cost efficiency at $9.07 CPA — driving the majority of conversions but, as noted on the Leads tab, primarily broad-audience traffic. LinkedIn campaigns are running at higher CPAs ($109–$125), which is consistent with LinkedIn's higher cost-per-conversion benchmark and the upper-funnel nature of the document-ad and gated-content offers; we'll continue watching the new Automate Checklist campaign (PRI-023) for early signal as it accumulates more data. The two legacy Google campaigns show as paused at end-of-period — they were replaced by the new Google Ads Services campaign structure (PRI-024) which activated May 15.
Email
No campaigns were sent during this period. The May 2026 newsletter is in the test/approval phase — a test email was sent to the Primo team on May 19 and is currently awaiting approval. Once approved, it will go to the full list of ~1,250 subscribers.
Most recent send: April 2026 newsletter ("The hidden expenses in manual ordering") on Apr 15 — 26.6% open rate, 0.55% click rate, 1,269 recipients.
Most recent send: April 2026 newsletter ("The hidden expenses in manual ordering") on Apr 15 — 26.6% open rate, 0.55% click rate, 1,269 recipients.
Campaign Calendar — May–Jul 2026
Externally visible milestones and client action items across the current month and the next two. Hover over a date for details. Items in future months reflect current planning.
Newsletter
Article
Paid Media
Client Actions
May 2026
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26
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PRI-023 Live
PRI-024 Live
16
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021 Pub
19
NL Test
20
NL Appr
21
NL Send
22
23
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25
26
27
022 Intv
28
29
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31
June 2026
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31
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022 Dev
2
3
022 Asset
4
022 Final
5
022 Sent
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022 Pub
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NL Send
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July 2026
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30
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NL Send
16
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May 15
PRI-023: LinkedIn Lead Gen (Automate Checklist) — campaign live
Paid Media
May 15
PRI-024: Google Ads Services restructure — activated
Paid Media
May 18
021 Managed Programs article — published
Article
May 19
025 May Newsletter — test email sent to client
Newsletter
May 20
Client: May Newsletter test approval
Newsletter
Client
May 21
025 May Newsletter — send to full list (pending approval)
Newsletter
May 27
022 Quality Checks — Len interview (scheduled Wed)
Article
Jun 5
022 Quality Checks — content + design sent to client for review
Article
Jun 11
022 Quality Checks article — target publication
Article
Jun 17
026 June Newsletter — target send
Newsletter
Jul 15
027 July Newsletter — target send
Newsletter
Campaign Progress
021 Managed Programs (Article)11/11 · 100%
022 Quality Checks (Article)1/11 · 9%
025 May Newsletter7/9 · 78%
PRI-023 LinkedIn (Automate Checklist)9/9 · 100%
PRI-024 Google Ads Services Restructure9/9 · 100%