Primo Designs
Items Needing Client Action
No outstanding client action items this period. The May newsletter was approved on May 22 and deployed on May 26, and the June newsletter and the next article are progressing on the Newfangled side — nothing is currently waiting on your team.
Newfangled In Progress
026 June Newsletter — Copywriting underway (content finalized, in copy & strategy review)
022 Hidden Quality Checks — Article drafting (Len interview complete)
Recently Completed
025 May Newsletter — Approved by client
025 May Newsletter — Sent to subscriber lists (1,427 recipients)
022 Hidden Quality Checks — Interview with Len completed
026 June Newsletter — Content finalized, handed to copywriting
New Leads
12
New this week
Conversions
15
Form submissions
MQLs
7
Newly tagged
SQLs
4
Newly tagged
Scoring criteria:
Hot — a healthcare organization and a senior HR or Marketing/Communications decision-maker (Manager/Director/VP/Chief level).
Warm — meets one pillar: a healthcare organization or a target HR/Marketing title at another B2B firm, with at least light engagement; or a business-email lead with 3+ page views.
Cold — baseline activity: personal-email or consumer respondents, no firmographic match, or a single page view.
All New Leads
Vice President & Chief Human Resources Officer
LinkedIn
1 page view
1 conversion
Converted On
Submitted one form via LinkedIn during the week of May 22.
Assessment
- Persona match: a VP & Chief HR Officer maps directly to the "Employee Experience Champion" — the senior HR decision-maker who owns recognition and engagement programs.
- Company profile: a children's hospital, squarely in the target healthcare vertical.
- Authority: C-level HR ownership, with budget and vendor authority over employee programs.
- Channel: arrived through LinkedIn, the platform set up to reach senior decision-makers.
- Note: Len personally flagged this lead on May 27 as the ideal profile for Primo's marketing. The personal email limits enrichment depth, but the role and organization are confirmed.
Director of Talent Acquisition & Social Media
LinkedIn
1 page view
1 conversion
Converted On
Submitted one form via LinkedIn during the week of May 22.
Assessment
- Persona match: a Director of Talent Acquisition & Social Media aligns with the HR Leadership persona and touches both recruitment and brand — relevant to branded merchandise and recognition programs.
- Company profile: ML Healthcare sits in the target vertical; the business email (ml-healthcare.net) confirms the affiliation.
- Authority: Director-level role with influence over recruitment and employer-brand spend.
- Channel: LinkedIn.
- Activity is light so far (single page view, one conversion) — worth a prompt follow-up while interest is fresh.
Registered Nurse
Meta
1 page view
1 conversion
Converted On
Submitted one form via Meta during the week of May 22.
Assessment
- Vertical match: UPMC is a major health system — a strong target-vertical fit.
- Contra-indicator: an RN is a front-line clinical role rather than the HR/Marketing buyer persona, so likely not a budget owner.
- Channel: Meta; the personal email limits firmographic enrichment.
- Baseline engagement (one page view, one conversion).
—
Bing
3 page views
1 conversion
Converted On
Submitted one form via Bing search during the week of May 22.
Assessment
- Engagement: three page views, above the single-view baseline — a sign of genuine interest.
- Business email (varneylaw.com), but a law firm rather than a healthcare organization, so off the primary vertical.
- No HR/Marketing title surfaced in enrichment.
- Channel: organic/paid Bing search.
—
Google
6 page views
1 conversion
Assessment
- No firmographic enrichment and a personal email, so no confirmed company or role.
- Most engaged visitor of the week by page depth (six views) — worth watching if they return or convert again.
- Channel: Google.
—
Google
3 page views
1 conversion
Assessment
- No enrichment and a personal email, so no confirmed organization or buying role.
- Light-to-moderate engagement (three page views) via Google.
—
Google
2 page views
1 conversion
Assessment
- No enrichment and a personal email; no confirmed company or role.
- Baseline activity (two page views) via Google.
Retired
Meta
1 page view
1 conversion
Assessment
- Retired, with no current organizational buying role.
- Transit sector, outside the healthcare focus; single page view via Meta.
Over-the-Road Driver
Meta
1 page view
1 conversion
Assessment
- A driver role, not an HR/Marketing buyer; no purchasing authority for branded programs.
- Freight/logistics, outside the target vertical; single page view via Meta.
Retired
Meta
1 page view
1 conversion
Assessment
- Retired, with no current organizational buying role.
- Rail sector, outside the healthcare focus; single page view via Meta.
—
Meta
1 page view
1 conversion
Assessment
- No active organizational role; not a B2B buyer for branded programs.
- Single page view via Meta — baseline activity.
—
Meta
1 page view
1 conversion
Assessment
- Self-employed with no enriched company or target-vertical signal.
- Single page view via Meta — baseline activity.
Conversions by Source
Paid Media — Meta, LinkedIn & Google
Spend
$531
−31% vs $774 prior week
Clicks
125
−53% vs 264 prior week
CTR
0.88%
−0.11pp vs 0.99%
CPC
$4.25
+$1.32 vs $2.93 prior week
Conversions
9
−21 vs 30 prior week
CPA
$59
+$33 vs $26 prior week
Monthly Budget Pacing
Combined LinkedIn daily caps total ~$65/day ($45 Healthcare Holiday Calendar + $20 Automation Checklist). Month-to-date spend through May 28 is $2,873.53 across platforms — LinkedIn $1,449.60, Meta $785.37, Google $638.56 (Bing not configured). That paces to roughly $3,150–$3,200 for the full month at the current run rate.
| Campaign | Spend | Clicks | Conv | CPA | Daily Budget | Status |
|---|---|---|---|---|---|---|
| Lead Gen — Healthcare Holiday Calendar (LinkedIn) | $258.23 | 11 | 2 | $129.11 | $45 | Active |
| Lead Gen — Automation Checklist (LinkedIn) | $159.29 | 9 | 0 | — | $20 | Active |
| Lead Gen — Health & Medical Services (Meta) | $113.60 | 105 | 7 | $16.23 | — | Paused |
| Healthcare — Non-Brand (Google) | $0.00 | 0 | 0 | — | — | Paused |
| Branded Search (Google) | $0.00 | 0 | 0 | — | — | Paused |
Meta's Health & Medical Services campaign was the week's efficiency leader, delivering 7 of the 9 conversions at a $16.23 CPA and driving nearly all click volume; it now shows paused in-platform. The two active LinkedIn campaigns carried the spend at much higher cost (CPC above $20): the Holiday Calendar campaign returned 2 conversions at a $129 CPA, while the Automation Checklist campaign spent $159 with no conversions this week. Both Google campaigns recorded $0 for the week and currently show paused — worth confirming whether that pause is intentional, given the early-May Google Ads restructure. Overall conversions stepped down week-over-week as the Meta campaign wound down; note that the most recent week's figures (especially Meta) can still settle upward as conversions are attributed. No conversion-value tracking is configured, so CPA is the primary efficiency lens here.
Email
Sent
1,427
1 campaign this period
Open Rate
20.9%
298 unique opens
Click Rate
0.77%
11 unique clicks
Opt-Outs
4
111 bounces
| Campaign | Sent On | Sent | Open Rate | Click Rate |
|---|---|---|---|---|
| Monthly Newsletter — May 2026 | Tue May 26 | 1,427 | 20.88% | 0.77% |
The May newsletter (featuring a pickleball set, golf umbrella, trucker hat, and the ROI-metrics article) delivered to 1,316 of 1,427 recipients. A ~21% open rate sits in a healthy B2B range; the 0.77% click rate is on the softer side. The 111 bounces (~7.8% of sends) are slightly elevated — a list-hygiene pass before the June send may be worthwhile. Open and click figures are unique counts measured a few days post-send and may tick up.
Campaign Calendar — May–Jul 2026
Client-relevant milestones and externally visible deliverables across the current month and the next two. Future-month items reflect current planning and may shift as work progresses.
Newsletter
Article / Content
Client Actions
May 2026
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Client Appr
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News Send
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June 2026
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31
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NL Prod
10
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Article Pub
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July 2026
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1
May 22
May Newsletter — Approved by client
May Newsletter
Client
May 26
May Newsletter — Sent to lists (1,427 recipients)
May Newsletter
Jun 9
June Newsletter — Production due
June Newsletter
Jun 11
Hidden Quality Checks — Article publishes
Article 022
Campaign Progress
May Newsletter — Sent4/4 · 100%
June Newsletter — In production1/4 · 25%
Hidden Quality Checks (Article 022)1/5 · 20%