OFF Madison Ave
Items Needing Client Action
Tema sent the interview request to Roger on June 3 for the "Tariffs, Trials, and Travel" article (co-authored with Roger). Roger's interview input is needed before drafting can proceed; the piece is due June 26.
Info Needed
The short (3–5 question) SME intake for the next newsletter was sent May 19 and is due June 16. Completing it keeps the June newsletter on track for its June 17 send.
Awaiting Input
Newfangled In Progress
June Newsletter — production scaffolded; awaiting topic intake
LinkedIn Website Visits campaigns — ongoing optimization
Recently Completed
SME intake questionnaire link finalized as the permanent URL for weekly client emails
This was a relatively quiet, behind-the-scenes week: production work on the June–August content roadmap continued and the newsletter intake process was finalized. No approvals were outstanding during the period. Note that calls, emails, and client-side conversations aren't captured in our systems, so this reflects documented activity only.
New Leads
3
1 unmarked, 2 unqualified
Conversions
2
via Contact form
New MQLs
0
this period
New SQLs
0
this period
Scoring criteria:
Hot — senior marketing/leadership title + target vertical (destination, hospitality, active-lifestyle/outdoor, or relevant tech) + real engagement (content download or 3+ page views).
Warm — target-vertical fit plus either a senior title or meaningful engagement, but not all three.
Cold — off-vertical, no seniority signal, or baseline engagement.
This list includes MQLs, SQLs, and not-yet-marked leads. Leads marked Unqualified in Insight Engine are excluded.
This list includes MQLs, SQLs, and not-yet-marked leads. Leads marked Unqualified in Insight Engine are excluded.
All New Leads
Title not captured
Google
13 page views
1 conversion
IE stage: Unmarked
Converted On
Contact form (May 25–31)
Assessment
- The email domain (grandcanyonwhitewater.com) points to a river-rafting and outdoor-experience operator — a strong fit with OFF Madison Ave's destination, tourism, and active-lifestyle focus.
- Strongest engagement of any lead this week at 13 page views, well above the 3-page threshold.
- Reached the Contact form directly — a higher-intent action than a content download.
- Contra-indicator: no title or seniority data was captured, and the enriched company field returned a placeholder ("Client Challenge") rather than the firm name — worth a quick manual check before any outreach.
Two new leads marked Unqualified in Insight Engine (Sage Workplace Wellness, BLK Labs) are excluded from this list per the agreed criteria. No new MQLs or SQLs were recorded during the period.
Conversions by Source
Account-level view of all form conversions in the period (including from leads not listed above). All came through the general Contact form — none from a gated content offer or paid lead-gen form during the window.
Paid Media — LinkedIn Ads
Spend
$210
vs $210 prior week
Clicks
90
−18.9% vs 111 prior week
CTR
1.02%
−0.13pp vs 1.15% prior week
CPC
$2.33
+$0.44 vs $1.89 prior week
Conversions
0
vs 0 prior week
CPA
—
no conversions
Monthly Budget Pacing
Combined daily cap across the two active campaigns: $30/day ($20 + $10). May month-to-date spend: $1,077.05 (45,955 impressions, 424 clicks). At the current daily caps, the program projects to roughly $900/month — below the spend levels referenced in earlier planning. Worth confirming the intended monthly LinkedIn allocation.
| Campaign | Spend | Clicks | CTR | CPC | Daily Budget | Status |
|---|---|---|---|---|---|---|
| Future of Travel Marketing (Website Visits) | $140.00 | 41 | 1.05% | $3.41 | $20 | Active |
| Beautiful Brand Isn't Sticking (Website Visits) | $70.00 | 49 | 0.99% | $1.43 | $10 | Active |
Both campaigns are upper-funnel Website Visits objectives, so zero conversions is expected — they're judged on clicks and cost-per-click rather than lead volume. "Beautiful Brand Isn't Sticking" was the more efficient of the two this week at $1.43 CPC versus $3.41 for "Future of Travel Marketing." Overall, spend held flat week-over-week while clicks fell ~19% and CPC rose $0.44, so the program delivered fewer, more expensive clicks than the prior week. LinkedIn was the only reporting platform during the period.
Email
No email campaigns were sent during this period. Most recent send: May 2026 Newsletter on Thu May 14 — 1,030 delivered, 27.96% unique open rate (above the 20–25% B2B benchmark), and a 0.1% unique click rate (1 unique click). The next newsletter is scheduled for June 17, with the topic intake questionnaire due June 16.
The May newsletter's open rate remains strong, but click-through was minimal — a pattern worth watching as the thought-leadership newsletter format continues. No deliverability issues were noted during the period.
Campaign Calendar — May–Jul 2026
Client-relevant milestones across the current month and the next two (May–July), reflecting current Asana due dates. The July newsletter (OMA-44) has no confirmed date yet, so it isn't placed; the August articles (OMA-42, OMA-43) fall outside this three-month window. On-hold items are not shown.
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
12
13
14
News Send
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
1
2
3
4
5
6
June 2026
S
M
T
W
T
F
S
31
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
Intake Due
17
News Send
18
19
20
21
22
23
24
25
26
Tariffs Pub
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
Brand Pub
11
12
13
14
15
16
17
18
19
20
21
22
23
24
Behav Pub
25
26
27
28
29
30
31
1
May 14
May Newsletter sent (28% open rate)
Newsletter
Jun 16
June Newsletter — Topic Intake Questionnaire due
Newsletter
Client
Jun 17
OMA-40 June Newsletter send
Newsletter
Jun 26
OMA-38 Article — Tariffs, Trials, and Travel
Article
Jul 10
OMA-39 Article — Brand vs. Performance
Article
Jul 24
OMA-41 Article — What Behavioral Marketing Is
Article
Content in Production
OMA-38 — Tariffs & Public Lands Article (due Jun 26)In production
OMA-40 — June Newsletter (due Jun 17)Awaiting client intake
OMA-39 — Brand vs. Performance Article (due Jul 10)Planned
OMA-41 — What Behavioral Marketing Is Article (due Jul 24)Planned
Production-stage estimates based on documented workflow milestones. The broader content roadmap (OMA-37 through OMA-45) was scaffolded in Asana on May 19–21; the August articles (OMA-42, OMA-43) and the July/August newsletters (OMA-44, OMA-45) sit beyond this report's window or have no confirmed date. On-hold items (OMA-29, OMA-23) are excluded.