Re: Marketing Strategy Canada

Hi Tim,

Great to have you back!!

Megan and I have been working with InFront on standardizing, optimizing,
and changing budgets for campaigns.

Here is the data we used to decide on the budgets for June. The focus was
on reallocating spend with a slight increase overall:
https://docs.google.com/spreadsheets/d/1U-JODxfEJN9lhjF8roHiJ2Kn9VRNKsMMnmDot2ZG7Uw/edit#gid=0

We had some back and forth with Angie about how high/at what pace to
increase budget, so I'll forward you the main takeaways from the thread.

Please review the main areas outlined below prior to our call so we can go
into more detail on the call tomorrow:

   1. Call Listening and Lead Tracking
      - Megan and I are now listening to every Canadian call from paid
      <https://docs.google.com/spreadsheets/d/1P0bG-NkKjhfhHfvf30aoLq4ycyfWrek2DJ6BnP9No9k/edit#gid=1121869912>.
      We are calling out any that should have been entered as leads to Joey and
      then he is reviewing it with the rest of the team. They are also entering
      more leads into Salesforce so we can get better data. As long as the lead
      is truly looking for home care, they are entering it in (regardless of if
      it's below min hours, needs govt assistance, etc). It is known that this
      will cause a dip in lead to opp conversion rates, but will help
us optimize
      the campaigns.
   2. Attribution
      -  In general - we still can't see the attribution source for about
      50% of the leads entered into Salesforce for the Canada Division in May.
      Please make sure all team members are entering leads within 24 hours and
      including the phone number the person called in from as well as
their email
      (if it's a webform)
      - Paid results by market (we can look at the budget document for a
      longer timeframe and then April/May here)
      <https://analytics.homecareassistance.com/marketing/campaign-location-dashboard>
         - From March-May, we can see 21 SOC. That's about 7 per month
         (possibly 8 if May can generate a few more SOC in the next couple of
         weeks). Given we're currently spending ~$39k CAD, we don't recommend
         dramatically increasing the budget. Instead, we recommend we
collectively
         focus on optimizing the campaigns now that we have 3 months
of data to work
         from for most markets
         - Montreal PPC should be pulling in correctly as of June (with
         some data in April / May)
      3. Account ad group/keyword structure
      - We started a restructure of the ad groups and keywords to more
      accurately reflect the theme of the keywords so that we can
review results
      more easily. We started with Vancouver and now it's getting
applied to all
      regions. We can screen share on the call to go over it in more detail.
   4. Keyword Optimizations
      - We sent Infront a breakdown of the keywords across the locations
      they manage and the performance so that they can trim back on
keywords that
      aren't doing well and invest more in keywords that are
converting. That is
      attached for your reference.
   5. Ad schedule
      - We see a big difference in the intake quality when it's handled
      during regular business hours vs the after hours service.
Because of this,
      we added a 7am-10pm ad schedule (ads were previously running
24/7). We know
      this doesn't line up with the regular business hours but didn't
want to get
      too aggressive too quickly, because we can see a client converted from a
      call that came after hours.
   6. Postal Codes
      - We haven't done this for InFront's markets yet but we sent Louise a
      breakdown of the postal codes that have performed best for paid
advertising
      (attached) and asked her to use this to try and focus spend on areas that
      have worked well and minimize spend in areas that haven't generated
      results.
      - We do plan to do this for the rest of the markets and send it to
      InFront by the end of the month
   7. Webform change
      - Looking into webforms, we found that Callrail is counting job and
      care forms as a first time form submission, which is what Google Ads is
      optimizing off of. We plan to update this so that it only counts
contact us
      (care) forms and does not optimize toward caregivers. In order
to do this,
      we need to make an operational change. The team would get a notification
      via email from the website when caregiver forms are submitted instead of
      getting the notification in callrail. We started the
conversation with Joey
      last week but I will loop you into the email and set up a
separate time to
      dive into this topic in more detail. (An example of the breakdown of form
      submissions from paid for Winnipeg is attached as an example of the forms
      for care vs jobs from paid).

Sincerely,

On Wed, Jun 7, 2023 at 11:51 AM Timothy Thomas <tt@thekey.com> wrote:

> Hi Alexa,
>
> Hope you're doing well. I'm back from my leave and need to catch up with
> you on our marketing plans. With the HCLs gone we have some additional
> spend available but I need to make the case for it.
>
> Would you have 30 mins to review some options with me as I need to present
> a plan to Angie ASAP.
>
> Thanks!
>
> --
> Tim Thomas
> Head of Canada Division
> *Please note my email has changed:*
> tt@TheKey.com <tt@thekey.com>
> (514) 591-9387
> TheKey.ca <https://www.thekey.ca/>
> [image: TheKey] <https://www.thekey.com/>
>


-- 
Alexa Graziani
Senior Marketing Manager - Consumer Growth
* Please note my email has changed: *
agraziani@thekey.com <https://brand.thekey.com/esg/agraziani@thekey.com>
(650) 416-1538 Ext. 181538
TheKey.com <https://www.thekey.com/>
[image: TheKey] <https://homecareassistance.com/>