Awesome, thank you so much! For those that were financially unqualified,
would you say that they were located in a postal code you'd assume would
mostly be financially unqualified or do you think the area would also have
financially qualified leads (if you were to get more calls/forms from
there)?
On Fri, Mar 15, 2024 at 12:10 PM Cheryl Cartwright <ccartwright@thekey.com>
wrote:
> This is now complete.
>
> On Thu, Mar 14, 2024 at 5:19 PM Alexa Graziani <agraziani@thekey.com>
> wrote:
>
>> Thank you so much!
>>
>> On Thu, Mar 14, 2024 at 12:02 PM Cheryl Cartwright <
>> ccartwright@thekey.com> wrote:
>>
>>> Hi Alexa,
>>>
>>> I’m so sorry. Yes of course, me look and get to work on it.
>>>
>>> I will have it by tomorrow, Monday latest.
>>>
>>> Thanks again,
>>>
>>> Cheryl
>>>
>>> On Thu, Mar 14, 2024 at 12:44 PM Alexa Graziani <agraziani@thekey.com>
>>> wrote:
>>>
>>>> Hi Cheryl,
>>>>
>>>> Following up here - we have decided to move the Waterloo budget to
>>>> Toronto. The reasoning for this is:
>>>>
>>>> 1. The Waterloo team isn't staffed to handle in person assessments
>>>> while Toronto is
>>>> 2. While we were seeing SOC, overall, the type of client you'd like
>>>> to get generally lives in the Toronto area vs Waterloo
>>>>
>>>>
>>>> It will still be helpful for you to fill out that document I gave you
>>>> so we can review what optimizations we should make to the Toronto campaign.
>>>> As we shift more budget there, it will actually be even more helpful, so
>>>> that we know we're spending it in the right places. Will you have time to
>>>> complete that this week or early next week, please?
>>>>
>>>> Sincerely,
>>>>
>>>> On Tue, Mar 5, 2024 at 8:42 AM Alexa Graziani <agraziani@thekey.com>
>>>> wrote:
>>>>
>>>>> Hi Cheryl,
>>>>>
>>>>> Thank you, I appreciate that!
>>>>>
>>>>> For Toronto, we are currently capturing about 30% impression share.
>>>>> Meaning we're showing up for about 30% of the searches we're eligible for
>>>>> (based on that keyword list I sent over separately).
>>>>>
>>>>> While there is a lot of room to grow, we need to make sure the money
>>>>> we spend will drive SOC with the goal of hitting a 4:1 anticipated lifetime
>>>>> value to cost per start of care ratio. That means our cost per SOC needs to
>>>>> be ~$4,600 CAD or lower. To hit that we need 2+ SOC per month on our
>>>>> existing spend.
>>>>>
>>>>> In February, so far Toronto has 9 opportunities, 4 of them are still
>>>>> open and 5 closed before assessment. They do not have any SOC. But 8 leads
>>>>> are still open and could move forward.
>>>>> Waterloo has 2 opportunities, both of which are also still open. No
>>>>> SOC yet.
>>>>>
>>>>> What would be helpful is if you could fill out columns G and H this
>>>>> document
>>>>> <https://docs.google.com/spreadsheets/d/1NVYMtjtBFHm8w_dKbqbYTrbvhHK1vx6eez8bBlVbGWs/edit#gid=0>
>>>>> with if the open leads/opportunities will move forward and if they will not
>>>>> or have closed, why they did not move forward. Then we can see if there are
>>>>> any common themes that we can address within the campaigns.
>>>>>
>>>>> We should see how March does for Toronto and Waterloo before making
>>>>> any dramatic changes. One other benefit of Waterloo is that it's on
>>>>> TheKey.ca as of February. Now that it has had time to ramp up, I'd like to
>>>>> see if it does well with the new landing page. While January and February
>>>>> did not have any SOC from Waterloo, there were 4 SOC generated in December
>>>>> from that campaign (three of which have the Google referral source still
>>>>> and one has client referral listed).
>>>>>
>>>>> If Toronto can get 3+ SOC in February and/or March, it would make
>>>>> sense to increase the budget in that market.
>>>>>
>>>>> Sincerely,
>>>>>
>>>>> On Fri, Mar 1, 2024 at 8:48 AM Cheryl Cartwright <
>>>>> ccartwright@thekey.com> wrote:
>>>>>
>>>>>> Hi Everyone,
>>>>>>
>>>>>> Firstly, I just wanted to thank you for your time the other day. I
>>>>>> found the meeting very helpful. Alexa, I hope you know how much I respect
>>>>>> what you do and how you are trying to help us capture business here in
>>>>>> Ontario.
>>>>>>
>>>>>> I was hoping to understand what percentage of the market share we are
>>>>>> currently capturing in Toronto? I really do think it would be beneficial to
>>>>>> shift some of the spending from Waterloo to the much larger market in
>>>>>> Toronto and see how much more we can capture there without saturation.
>>>>>>
>>>>>> Tim, anything you specifically want to know that could help us decide
>>>>>> monetary allocation?
>>>>>>
>>>>>> Thanks again to you both Alexa and Megan.
>>>>>>
>>>>>> Cheryl
>>>>>>
>>>>>
>>>>>
>>>>> --
>>>>> Alexa Graziani
>>>>> Senior Marketing Manager - Consumer Growth
>>>>> * Please note my email has changed: *
>>>>> agraziani@thekey.com
>>>>> <https://brand.thekey.com/esg/agraziani@thekey.com>
>>>>>
>>>>> TheKey.com <https://www.thekey.com/>
>>>>> [image: TheKey] <https://homecareassistance.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>
>>>>
>>>> TheKey.com <https://www.thekey.com/>
>>>> [image: TheKey] <https://homecareassistance.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>
>>
>> TheKey.com <https://www.thekey.com/>
>> [image: TheKey] <https://homecareassistance.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>
TheKey.com <https://www.thekey.com/>
[image: TheKey] <https://homecareassistance.com/>