Monthly Performance Report
Primo Designs · May 2026
Healthcare branded apparel & managed programs — marketing performance, lead review, paid media, and program retrospective.
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Primo DesignsMay 2026Monthly Report
May 2026 · Monthly Performance Meeting
Today's Agenda
- 01 Discussion Items →
- Content Ideation →
- 02 Marketing Status & Priorities →
- 03 Attribution →
- 04 Lead Review & Highlights →
- 05 Paid Media →
- 06 Email & Content →
- 07 Retrospective →
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Primo DesignsDiscussion · Content Ideation
Discussion item · Before we dive in
Content ideation — next articles
| Topic | Rationale | Persona / Timing |
|---|---|---|
| The Fall Planning Window | A practical guide to procuring for Breast Cancer Awareness Month, year-end recognition, and Q4 pushes — before the deadline sneaks up. | HR Director ⏰ Timely now |
| What Personalized Recognition Actually Looks Like | Move from one-off orders to programs that recognize individual milestones — and why generic swag is losing ground in 2026. | HR Director Evergreen |
| Healthcare Uniforms Are No Longer Just About Function | Scrubs and clinical apparel are becoming culture signals — and brand leaders are starting to notice the inconsistency. | Brand Guardian Evergreen |
| The Hidden Cost of Brand Inconsistency | When departments order from different vendors, brand drift quietly becomes a reputational risk. | Brand Guardian Evergreen |
| What Your Onboarding Kit Says About Your Culture | First-day branded kits are a retention tool — and in a tight labor market, new hires are noticing the quality. | HR Director Dream 100 |
💬
Also: sales enablement needs
With a Sales VP and AE coming on board, what collateral would be most useful? One-pagers, case studies, program overviews, objection-handling guides — what's the priority for the new team?
Source: Content Ideation Doc ↗
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Primo DesignsDiscussion Items
Before we dive in
Items to discuss today
- 1 Sales hire update — Brandon is recruiting a Sales VP and Account Executive. What's the current timeline, and are there candidates in process we should align on from a lead-handoff perspective?
- 2 HubSpot ↔ Insight Engine sync — LinkedIn lead gen Zap is live. Are leads flowing into HubSpot as expected? Is TJ ready to begin weekly IE lead marking from HubSpot, or is there a blocker?
- 3 Contact form auto-responder — Jennifer submitted a test lead and received the auto-responder ~18 hours later instead of within 15 minutes. Ashley's Act-On email and TJ's automated email appear to both be running. We need to confirm which one is active, consolidate to a single send, and get Jennifer the current copy so she can provide direction on copy and timing. She's offered to give us objectives and let us redraft.
- 4 HubSpot closed deal tracking — how should we mark won business? — We want to make sure what's set up in HubSpot works for your sales team and Jennifer. Should closed orders sync as full order detail, or just "Closed Won" with general deal info? Either approach works for attribution — we just need a consistent convention before the team scales. Let's align on this in today's meeting.
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Primo DesignsMarketing Status & Priorities
As of May 29, 2026
What's in motion
Completed since last meeting
Article
Published May 18. Len called it "really well done." Completes five-article service positioning series.
Email
May 2026 Newsletter
Sent May 26 · 10:30 AM ET · 1,316 delivered. Featured pickleball set, golf umbrella, trucker hat + ROI metrics article.
Paid
PRI-023 & PRI-024 Launched
LinkedIn (Automation Checklist) + Google Ads new five-group structure live May 9. Both campaigns approved and live.
Integration
LinkedIn → HubSpot Zapier Integration
Approved May 14 and implemented. LinkedIn leads now flowing into HubSpot with LinkedIn as source.
Brand
Approved May 14. Brand voice (Straightforward, Enthusiastic, Trustworthy), lexicon, formatting rules, terms to avoid.
In development — Newfangled
Article
022 — Hidden Quality Checks Most Merch Vendors Miss
Copy & Strategy Review Jun 3 · Design Jun 3 · Design Review Jun 5 · Pub target Jun 11.
Email
026 — June 2026 Newsletter
Copywriting in progress. Features Solgaard partnership product. Links to "From One-Off Orders" article. Due Jun 9.
Paid
Google Ads Optimization Review
Weekly optimization review for new five-group structure. First full month of data available for June meeting.
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Primo DesignsAttribution · May 2026
Sales Detail Report · Last 30 days
The ICP is real — and marketing is reaching it
$32K
in healthcare revenue
last 30 days
last 30 days
St. John's Hospital, SIU Medicine, Lincoln Prairie Behavioral Health, and Springfield Clinic — the audience marketing is targeting is already a customer. These orders aren't attributed to specific campaigns, but they confirm the ICP is right.
Where the attribution loop closes
As leads in the pipeline progress and deals close, we'll be able to match those contacts against Insight Engine sessions and identify which campaigns and content influenced them. The more of that pipeline that moves through HubSpot with consistent closed-deal tracking, the clearer the marketing-to-revenue picture becomes.
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Primo DesignsLead Review · May 1–31
Insight Engine · Jan–May 2026 (Full Month)
Lead funnel, year to date
| Month | New Leads | New MQLs | New SQLs |
|---|---|---|---|
| January | 107 | 25 | 2 |
| February | 114 | 19 | 4 |
| March | 90 | 2 | 0 |
| April | 85 | 21 | 12 |
| May (Full Month) | 111 | 66 | 20 |
| YTD TOTAL | 507 | 133 | 38 |
📈
May is the best month yet
111 new leads and 20 SQLs — both the highest monthly totals of the year. The MQL spike to 66 (vs. 21 in April) reflects Meta lead gen campaign volume; many are lower-quality B2C profiles that TJ is working through. SQLs at 20 outpace every prior month.
🔍
Traffic context — May vs. April
May: 1,730 sessions (Apr: 1,797). Organic search is the top driver (802 sessions, 46%). Bing is punching above its weight — 96 organic sessions with a 37.5% conversion rate. LinkedIn organic: 13 sessions (small but high-intent). Email traffic: 3 sessions but 66.7% CVR when it lands.
🤖
AI referral traffic emerging
2 sessions from chatgpt.com and 1 from gemini.google.com in May (also: 2 from claude.ai and 1 from chatgpt.com in April). Small numbers — but the pattern is consistent. As thought leadership content indexes, AI-driven discovery will grow. Worth noting in context of Len's content quality feedback.
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Primo DesignsRecent Featured Leads
Insight Engine · May 2026
Recent featured leads
CB
Christopher Berner
VP & Chief Human Resources Officer · Blythedale Children's Hospital
SQL
1
Page
1
Conversion
LinkedIn → Healthcare Holiday Calendar download
The month's standout lead — a VP-level CHRO at a children's hospital, squarely in Primo's target ICP. Len's exact words: "This looks like the ideal person for our marketing. Now it's up to us to convert." First documented executive confirmation that targeting is reaching the right audience profile.
View in Insight Engine ↗
KR
K. Reeves
Director of Talent Acquisition & Social Media · ML Healthcare
SQL
1
Page
1
Conversion
LinkedIn → Healthcare awareness campaign
Perfect persona double-header: "Talent Acquisition & Social Media" spans both HR Leadership (employee retention, recognition) and Marketing & Comms (employer brand, LinkedIn presence). Multi-location healthcare company — potential for a managed web store program.
View in Insight Engine ↗
SR
Shanon Radford, MA PMP
Program Manager, Surgical Research · Seattle Children's Hospital
SQL
1
Page
1
Conversion
Google organic search
PMP-certified program manager at a major children's hospital. Hospital program managers often coordinate team apparel and recognition programs across departments — a natural fit for Primo's program ownership model. Google organic source validates content visibility in search.
View in Insight Engine ↗
RA
Renee Andrus
Foundation/Volunteer Manager · AdventHealth
MQL
1
Page
1
Conversion
LinkedIn → Healthcare awareness
AdventHealth is a large, multi-state healthcare system — exactly the kind of 500–5,000 employee target Primo is pursuing. Foundation/Volunteer Manager roles frequently coordinate branded merchandise for events, donor recognition, and volunteer appreciation. LinkedIn targeting working at the enterprise health system level.
View in Insight Engine ↗
📋
Meta MQL note: volume vs. quality
66 new MQLs in May is the highest monthly total — but much of this volume is Meta-driven, with many leads showing consumer/small business profiles (retired, self-employed, personal Gmail). These inflate the MQL count but are unlikely conversion candidates. TJ's multi-touch review approach will help separate signal from noise. The 20 SQLs are the more meaningful indicator and are the highest of the year.
🏛️
Notable: government and institutional SQLs
Caleb Hickey (Illinois.gov, 16 pages, 2 conversions via Bing) and James Matthew (Illinois Health Connect, Google) both converted — government adjacent. David Nguyen (University of Illinois System, 9 pages, Google) also in the mix. These fall outside the healthcare-exclusive Dream 100 focus but suggest institutional reach is working organically.
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Primo DesignsPaid Media · Insights
Google Ads · Meta Ads · LinkedIn Ads
What the paid data is telling us
Google Ads
High CTR, validated structure
Google Ads is performing at 10%+ CTR — the highest efficiency in the mix. The new five-group structure launched May 9 is validating the healthcare-first keyword strategy. Non-brand clicks driving qualified conversions through organic search intent.
Meta Ads
Volume driver, audience needs tightening
Meta is generating the most clicks (728 in the current period) at just $1.31 CPC — efficient by spend. However, lead quality skews consumer. The Healthcare Holiday Calendar campaign paused; "Health and Medical Services" audience running.
LinkedIn Ads
Quality beats quantity
LinkedIn's $21.10 CPC looks high — but the two featured SQLs (Blythedale CHRO, ML Healthcare Director) both came from LinkedIn. The Healthcare Calendar document ad is the top performer at $21.76 CPC and already validated a 6-figure annual spend ICP match. ROI case is building.
Google is capturing intent.
LinkedIn is capturing the right people.
👁️
Watch item: Google impression share at 9.99%
The paid connector flagged impression share below 10% — meaning Google's search presence could be 10x larger with more budget. Given the quality of Google-driven SQLs (Shanon Radford at Seattle Children's Hospital, David Nguyen at U of I), this is the strongest case for incremental ad spend investment if budget becomes available.
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Primo DesignsPaid Media · Apr 27 – May 26, 2026
Rolling period · Apr 27 – May 26, 2026
Current period at a glance
Total Spend
$3,243
↑ +28% vs. April
Impressions
100,900
↑ +132% vs. April
Clicks
1,003
↑ +166% vs. April
Blended CPC
$3.23
↓ from $6.70 · improving
Google Ads
$758
CTR 10% · CPC $3.91
Meta Ads
$966
CTR 0.91% · CPC $1.31
LinkedIn Ads
$1,519
CTR 0.40% · CPC $21.10
Active Campaigns
6
3 platforms
| Campaign | Platform | Spend | Impressions | Clicks | CTR | CPC |
|---|---|---|---|---|---|---|
| Healthcare Holiday Calendar — Document Ad | $1,305 | 16,265 | 60 | 0.37% | $21.76 | |
| Health and Medical Services | Meta | $893 | 78,748 | 728 | 0.92% | $1.23 |
| Primo | Healthcare | Non-Brand | $707 | 1,637 | 167 | 10.2% | $4.23 | |
| Lead Gen — Automation Checklist | $214 | 1,863 | 12 | 0.64% | $17.82 | |
| 2026 Healthcare Holiday Calendar | Meta | $73 | 2,078 | 9 | 0.43% | $8.14 |
| Branded Campaign | $52 | 309 | 27 | 8.74% | $1.91 |
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Primo DesignsEmail & Content · Apr–May 2026
Act-On · Google Analytics 4 · Calendar month
Email performance & site traffic
| Campaign | Send Date | Delivered | Open Rate | True Open Rate | CTR | CTOR |
|---|---|---|---|---|---|---|
| April Newsletter — Hidden Expenses in Manual Ordering | Apr 15 | 1,167 | 29.0% | 19.3% | 0.26% | 1.33% |
| May Newsletter — ROI Metrics + Summer Promos | May 26 | 1,316 | 22.6% | 9.95% | 0.08% | 0.76% |
Open Rate includes machine opens (Apple Mail Privacy Protection and similar tools that auto-load emails). True Open Rate filters these out to reflect actual human opens — a more reliable signal of genuine engagement. Ashley will share true open rates going forward as the standard reporting metric.
📧
True open rates tell a different story
April's reported 29% open rate drops to 19.3% true opens once machine opens are filtered out — still a solid result. May's 22.6% drops to 9.95%, which is lower and worth watching. CTR also came in lower than initially reported (April 0.26%, May 0.08%). These are more accurate baselines to build from going forward.
📊
Email traffic converts at 66.7%
Only 3 Act-On sessions hit the site in May — but 2 of 3 converted (66.7% CVR). Email is the highest-converting channel by rate when it lands, validating the nurture investment. As the list grows and sequence automation matures, this channel has the highest conversion floor of any source.
⚡
Follow-up: auto-responder copy feedback from Jennifer
Jennifer reviewed the current auto-responder and will provide directional feedback on copy and objectives. Newfangled will redraft from her direction. Has Jennifer had a chance to review and send feedback?
Site traffic by channel — May 2026 (MTD)
| Channel | Sessions | Conversions | Conversion Rate | vs. April |
|---|---|---|---|---|
| Organic Search | 802 | 207 | 25.8% | Apr: 815 sessions |
| Direct | 657 | 72 | 11.0% | Apr: 725 sessions |
| Paid Search (Google Ads) | 164 | 9 | 5.5% | Apr: 149 sessions ↑ |
| Organic Social | 76 | 7 | 9.2% | Apr: 60 sessions ↑ |
| Referral | 18 | 4 | 22.2% | Includes: chatgpt.com, gemini.google.com |
| Email (Act-On) | 3 | 2 | 66.7% | Apr: 15 sessions (0% CVR) |
💡 AI referrals: chatgpt.com (2 sessions), gemini.google.com (1 session) — consistent with April (claude.ai: 2 sessions, chatgpt.com: 1 session). Small but growing. Organic search remains the primary driver at 25.8% CVR.
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Primo DesignsClient Updates & Retrospective
May 2026 · Monthly meeting
Client Updates & Retrospective
Client Updates
- →Any upcoming events or initiatives we should be aware of?
- →Anything else that would impact our marketing efforts?
Monthly Retrospective
- →What went well?
- →Was anything confusing or concerning?
- →Is there any way we can better support you?
The information contained in this presentation is privileged and confidential.
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