The main goal of the project is to develop and implement a comprehensive user acquisition and retention strategy for Vancouver Page (www.vancouver.page), the online local guide to businesses, places, events and offers in Vancouver. The objective is to significantly increase the user base and enhance user engagement to establish the Vancouver Page as a go-to platform for local information and activities.

To achieve the project goal, participants will need to complete the following tasks:

Current State Analysis:

• Analyze the current user base, demographics, and behavior.
• Evaluate sources of user acquisition and identify primary engagement channels.
• Assess the current user retention rate and identify areas for improvement.

Competitor Analysis:

• Research and analyze competitors in the local guide and events platform space.
• Identify successful user acquisition and retention strategies employed by competitors.
• Provide insights on areas for differentiation and improvement based on competitor analysis.

User Persona Development:

• Create detailed user personas representing the target audience for Vancouver Page.
• Understand the needs, preferences, and pain points of each user persona.

User Acquisition Strategy:

• Develop a plan to attract new users, identifying target segments and geographical areas for expansion.
• Propose marketing campaigns, partnerships, or promotions for user acquisition.
• Integrate social media, content marketing, and other relevant channels.

User Retention Strategy:

• Define strategies to enhance user engagement and retention.
• Develop personalized user experiences, features, or incentives for repeat usage.
• Implement a communication plan, including newsletters, push notifications, or in-app messages.

Metrics and KPIs:

• Establish measurable KPIs for user acquisition and retention.
• Define metrics such as conversion rates, user engagement, and churn rates.
• Implement tools and analytics to track and measure the identified KPIs.

Budget and Resource Allocation:

• Create a budget for user acquisition and retention initiatives.
• Allocate resources effectively, considering marketing expenses, technology upgrades, and personnel requirements.

Implementation Plan:

• Develop a phased implementation plan detailing when and how each strategy will be executed.
• Clearly outline responsibilities and timelines for team members involved in the implementation.

Participants will be supported through:

• Workshops: Conduct workshops on data analysis, market research, and digital marketing strategies.
• Resources: Provide relevant articles, case studies, and templates for user persona creation and strategy development.
• Feedback Sessions: Regular feedback sessions to guide participants in refining their strategies.
• Expert Guidance: Access to experts in the field who can provide insights and advice.

By incorporating these elements, the project becomes a holistic learning experience, allowing participants to apply a range of skills and technologies while receiving support to enhance their understanding and execution.