Off Madison Ave
Items Needing Client Action
No outstanding client action items this period. The May newsletter test email was approved by Keri and Roger on May 13 and the send went out on May 14. The new June–August content roadmap (OMA-38 through OMA-45) was created May 19, so client approval items for those pieces will surface in next week's report.
Newfangled In Progress
June newsletter (OMA-40) — Questionnaire intake and content build
June–August content series — Article drafting begins (OMA-38, OMA-39, OMA-41)
Recently Completed
OMA-28 May Newsletter — Sent to ~1,030 subscribers (festivals and local events as destination marketing ecosystems)
OFF Madison Ave Brand Style Guidelines — Finalized
Web Design Contract signed
New Leads
3
vs prior week
Conversions
3
vs prior week
MQLs
0
vs prior week
SQLs
0
vs prior week
Scoring criteria:
Hot — Senior marketing/decision-maker title (CMO, VP, Director+) at DMO/CVB, hotel/hospitality brand, or active lifestyle brand; enriched profile with a business email.
Warm — Marketing role in target vertical (destination/hospitality/active lifestyle), more junior; OR strong engagement (multi-conversion or high pagehit) at a relevant company despite limited enrichment.
Cold — Business email at a tangentially-related company; limited enrichment but legitimate.
All New Leads
—
Google (organic)
5 page views
1 conversion
Converted On
Careers form
Assessment
- Flagged as job seeker: submitted via the Careers form, generic mailbox (hello@) with no enrichment.
- 5 page views indicates real session engagement, but the conversion path is the careers funnel — not a marketing-qualifying signal.
—
Other
3 page views
1 conversion
Converted On
Careers form
Assessment
- Flagged as job seeker: submitted via the Careers form using a personal gmail with no business affiliation visible.
- Limited enrichment is expected for personal email domains — no firmographic signal to evaluate further.
—
Other
2 page views
1 conversion
Converted On
eBook form
Assessment
- Flagged as spam: anonymous "me@" mailbox at a Russia-based domain with no corporate footprint, no enrichment, and no platform attribution.
- This signature fits the typical eBook-form spam pattern — automated submissions to scrape gated PDFs rather than legitimate prospect interest.
Conversions by Source
Paid Media — LinkedIn Ads
Spend
$217
-29% vs $306 prior week
Clicks
97
-11% vs 109 prior week
CTR
1.15%
+0.29pp vs 0.86% prior week
CPC
$2.24
-20% vs $2.81 prior week
Conversions
0
vs 0 prior week
CPA
—
no conversions
Monthly Budget Pacing
Combined daily cap across active campaigns: $60/day. MTD spend through May 17: $657 across 17 days (~$39/day actual). Projected month at current pace: ~$1,160. Retainer allocation: $2,500/month — pacing well under cap, with the Infinite Journey eBook lead-gen campaign accounting for most of the underspend (44% pacing).
| Campaign | Spend | Clicks | CTR | CPC | Conv | Daily Budget | Status |
|---|---|---|---|---|---|---|---|
| Why the Future of Travel Marketing Is Personal — Website Visits | $140.00 | 62 | 1.26% | $2.26 | 0 | $20 | Active |
| Why Your Beautiful Brand Isn't Sticking — Website Visits | $54.09 | 34 | 1.19% | $1.59 | 0 | $10 | Active |
| Infinite Journey eBook — Lead Gen / Doc Ad | $23.08 | 1 | 0.16% | $23.08 | 0 | $30 | Active |
Two Website Visits campaigns (the two thought-leadership pieces) drove the week's spend with healthy CTRs above the 0.44% B2B benchmark — these are upper-funnel, judged on clicks/CTR rather than conversions. The Infinite Journey Lead Gen Doc Ad delivered just 1 click on $23.08 spend (0.16% CTR, $23 CPC) and continues to underperform; it accounts for most of the month's underspend and warrants a creative/audience refresh or pause discussion.
Email
Sent
1,030
-50 vs 1,084 in April send
Open Rate
27.7%
+1.8pp vs 25.8% April
Click Rate
0.10%
-1.65pp vs 1.75% April
Campaigns
1
this period
| Campaign | Sent On | Sent | Open Rate | Click Rate |
|---|---|---|---|---|
| OMA-28 May Newsletter — Festivals & local events as destination marketing ecosystems | Thu May 14 | 1,030 | 27.7% | 0.10% |
Open rate of 27.7% comfortably clears the 20–25% B2B benchmark and was actually up from April's send. But click rate dropped from 1.75% (April) to 0.10% — a single click out of 1,030 sends. That's a significant outlier worth investigating: possible explanations include a tracking/link-rewrite issue in the send, weakened CTAs in the new shorter thought-leadership format, or a content-fit mismatch with this subscriber list. Recommend reviewing the test-email click-tracking and the email's CTA structure before the June send.
Campaign Calendar — May 2026 – Jul 2026
Parent task due dates, client action items, and externally-visible milestones across the current month and the next two. The new June–August content series (OMA-38 through OMA-45) was added to the production schedule the week of May 19.
Newsletter
Article / Content
Paid Media
Site / Web
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
Web signed
13
14
News Send
Brand guide
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
Jun 2026
S
M
T
W
T
F
S
31
1
2
3
4
Q'naire
5
Email Appr
Launch det
6
7
8
News Send
9
10
11
12
13
14
15
16
17
18
19
Design Appr
20
21
22
23
24
25
26
OMA-38 Pub
27
28
29
30
Jul 2026
S
M
T
W
T
F
S
28
29
30
1
Email Appr
Launch det
2
News Send
3
Design Appr
4
5
6
7
8
9
10
OMA-39 Pub
11
12
13
14
15
16
17
Design Appr
18
19
20
21
22
23
24
OMA-41 Pub
25
26
27
28
29
30
Email Appr
Launch det
31
OMA-45
Design Appr
May 12
Web Design Contract signed
Web Project
May 14
OMA-28 May Newsletter Send (1,030 recipients)
OMA-28
May 14
Brand Style Guidelines finalized
Brand
Jun 4
Client: Newsletter questionnaire submitted
Newsletter Q'naire
Client
Jun 5
Client: June newsletter email approval (OMA-40)
OMA-40
Client
Jun 5
OMA-40 June Newsletter — launch details finalized
OMA-40
Jun 8
OMA-40 June 2026 Newsletter — Send
OMA-40
Jun 19
Client: OMA-38 design approval (Public Lands/Tariffs article)
OMA-38
Client
Jun 26
OMA-38 Tariffs, Trials, and Travel — Published
OMA-38
Jul 1
Client: July newsletter email approval (OMA-44)
OMA-44
Client
Jul 1
OMA-44 July Newsletter — launch details finalized
OMA-44
Jul 2
OMA-44 July 2026 Newsletter — Send
OMA-44
Jul 3
Client: OMA-39 design approval (Brand vs. Performance)
OMA-39
Client
Jul 10
OMA-39 Brand vs. Performance — Published
OMA-39
Jul 17
Client: OMA-41 design approval (Behavioral Marketing)
OMA-41
Client
Jul 24
OMA-41 What Behavioral Marketing Is — Published
OMA-41
Jul 30
Client: August newsletter email approval (OMA-45)
OMA-45
Client
Jul 30
OMA-45 August Newsletter — launch details finalized
OMA-45
Jul 31
Client: OMA-42 design approval (Audience Diversification)
OMA-42
Client
Campaign Progress
OMA-28 May 2026 NewsletterComplete
OMA-40 June 2026 Newsletter0/12 · 0%
OMA-38 Tariffs & Public Lands article0/9 · 0%
OMA-39 Brand vs. Performance article0/9 · 0%
OMA-41 Behavioral Marketing definitional article0/9 · 0%
OMA-42 Audience Diversification article0/9 · 0%
OMA-43 Manufactured Moments article0/9 · 0%
OMA-44 July 2026 Newsletter0/12 · 0%
OMA-45 August 2026 Newsletter0/12 · 0%
OMA-37 GEO Service Nurturing Program (AEP)0/15 · 0%