--00000000000019b26d0638931020 Content-Type: text/plain; charset="UTF-8" Hi All, Thank you all for your participation and the great conversation yesterday! Below is a summary of the main discussion points from the Vancouver Deep Dive, and the link to the action items identified. A huge thank you to Brittany for helping capture the action items discussed! I've filled in the baseline value for the metrics tied to each action. Please reach out if you have any questions or need any support in the action documentation and goals. - *Funnel Conversion Trends & Data Accuracy:* The discussion focused on lead conversion rates through the stages, with a particular emphasis on the impact of Vancouver Coastal Health business on overall conversion numbers. There was a discussion about data accuracy and ensuring all leads, even lower-quality inquiries, were being entered into the system. Insights included VCH business heavily skewing conversion rates, and ensuring all leads are entered into the system to accurately assess conversion rates. - *Consumer Lead Volume and Quality:* The team discussed a decline in consumer lead volume for Vancouver, contrasting with its historical strength as a consumer site. The quality of paid leads was also discussed, with the possibility that paid channels are driving more shopping clients rather than qualified leads. Actions included Marketing re-evaluating paid investment strategies by looking at historical data (pre-Q4 2024) and potentially cutting numbers quarterly to gain a clearer picture of lead volume and conversion from different sources. - *Local Market Dynamics and Intake Experience:* A significant part of the conversation revolved around the importance of a local feel for consumer intake calls. The current centralized intake process was discussed, with anecdotal evidence suggesting that local GMs might achieve higher conversion rates for consumer leads. Actions included piloting a warm transfer process for consumer leads to local GM after initial qualification, working with the intake team to develop and track this new process, and explore the possibility of similar tests in other Canadian markets. - *Marketing Strategy and Investment:* Marketing team outlined the new enterprise-wide marketing campaign focused on full-funnel marketing, with Vancouver categorized as an "attract" site receiving additional upper-funnel tactics. Actions included marketing continuing to implement the new full-funnel strategy, with a focus on tailoring tactics to local market dynamics and continuously evaluating their effectiveness. - *Victoria (Tuck-in) Integration and Targeting:* The recent merge of Victoria was discussed, with a need to ensure its postal codes are properly included in marketing targeting given its potential for growth. Actions included ensuring all relevant Victoria postal codes are accurately included in marketing targeting parameters, reviewing any previous exclusions from its time as a franchise. Link to the detailed