Engagement & Retention project | YMediaLabs

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Engagement & Retention project | YMediaLabs

Taponn: Addressing the Evolving Needs of The Connected Professional

Product Overview

Core Value Proposition

Taponn empowers professionals to create, share, and manage digital business cards, facilitating seamless networking in an increasingly digital world.

User Tiers

Free Tier: Access to basic features like card creation, sharing, and limited contact management.
Premium Tier: Access to advanced features like analytics, unlimited contacts, and premium card designs.

Mobile App Availability

Available on both iOS and Android platforms.

Website Functionality

Web version available for creating and managing digital business cards.
Synchronisation between web and mobile versions.

Existing Alternatives and Taponn's Differentiators

Current Market Solutions

LinkedIn
- Strengths: Large user base, professional focus
- Weaknesses: Overwhelming noise, difficult to maintain meaningful connections
Traditional CRM Systems
- Strengths: Structured contact management
- Weaknesses: Often sales-focused, lack of integration with social platforms
Digital Business Card Apps
- Strengths: Easy information sharing
- Weaknesses: Limited functionality beyond initial connection
Professional Networking Events Platforms
- Strengths: Facilitate in-person connections
- Weaknesses: Limited to event-based networking, lack of ongoing engagement tools

Taponn's Key Differentiators

Holistic Relationship Management
- Unlike LinkedIn or traditional CRMs, Taponn provides a unified platform for managing professional relationships across various touchpoints (online, offline, cross-platform).
Quality-Focused Networking
- While other platforms emphasize growing a large network, Taponn's AI-driven insights help users focus on nurturing high-value connections.
Actionable Networking Intelligence
- Taponn goes beyond basic analytics, offering AI-powered suggestions for meaningful follow-ups and strategic new connections.
Seamless Digital-Physical Integration
- Unlike static digital business cards, Taponn bridges the gap between physical networking events and ongoing digital engagement.
Personal Brand Amplification
- Taponn offers unique tools for users to showcase their expertise and thought leadership, helping Connected Professionals stand out in their industries.
Quantifiable Networking ROI
- Taponn's unique "Networking ROI Tracker" allows users to measure the tangible outcomes of their networking efforts, a feature not available in current alternatives.

Taponn's Solution: Addressing Key Pain Points

Centralised Relationship Hub
- Integrates connections from various platforms, solving the problem of fragmented networking across multiple tools.
AI-Powered Engagement Assistant
- Suggests personalized, timely follow-ups, addressing the challenge of maintaining consistent, meaningful engagement.
Strategic Connection Recommender
- Uses AI to suggest valuable new connections based on career goals and industry trends, helping users build a more targeted, high-quality network.
Networking Effectiveness Score
- Provides clear metrics to measure networking success, addressing the lack of quantifiable networking ROI.
Thought Leadership Amplifier
- Offers tools to easily share professional insights and achievements, helping users build their personal brand and stand out in the digital space.
Smart Time Management
- AI-driven scheduling and prioritisation of networking activities, tackling the time-consuming nature of effective networking.

By focusing on these specific solutions, Taponn directly addresses the core needs, wants, desires, and pain points of The Connected Professional, offering a unique value proposition in the professional networking space.

Problems being solved in a nutshell

Inefficiency of physical business cards (easy to lose, run out, or become outdated)
Difficulty in managing and organising professional contacts
Challenges in follow-up and relationship nurturing after initial meetings
Environmental concerns associated with paper business cards

Ideal Customer Profiles (ICPs)

Emerging Networker (Casual User)

Parameter	Description
User Type	Connected Professional - Emerging Networker
Usage Characteristics	Infrequent app opens, basic card sharing, building initial network
Recency of use case	Typically used for specific events or when prompted by a new connection
Natural Frequency	Monthly or bi-weekly
Monetary/AOV/Revenue Generated	$0-$10/month (free tier with occasional premium feature use)
Pain Points	- Struggles to maintain consistent networking habits- Unsure how to leverage digital networking for career growth- Feels overwhelmed by multiple networking platforms
Valued Features	- Professional digital card creation and sharing- Basic contact management
Core Value Proposition (CVP) being utilised	Easy-to-use digital alternative to traditional business cards
JTBD of the persona	To start building a professional network digitally and make a good first impression in networking situations
Discovery	Professional development workshops, LinkedIn ads, word-of-mouth from colleagues
Level of Engagement	Low - occasional usage, focused on basic features

Active Connector (Core User)

Parameter	Description
User Type	Connected Professional - Active Connector
Usage Characteristics	Regular app opens, consistent card sharing, steady network growth
Recency of use case	Used weekly for ongoing networking and relationship management
Natural Frequency	Weekly
Monetary/AOV/Revenue Generated	$20-$40/month (subscribed to standard premium features)
Pain Points	- Difficulty balancing quantity and quality of connections- Wants more robust follow-up and nurturing tools- Seeks better integration with other professional platforms
Valued Features	- Advanced card customization and branding - Contact segmentation and tagging - Networking activity analytics
Core Value Proposition (CVP) being utilised	Efficient digital networking and relationship management system
JTBD of the persona	To systematically grow and nurture a professional network that supports career advancement goals
Discovery	Industry conferences, targeted social media campaigns, professional networking groups
Level of Engagement	Medium - regular usage of core features, exploring advanced capabilities

Networking Strategist (Power User)

Parameter	Description
User Type	Connected Professional - Networking Strategist
Usage Characteristics	Frequent app opens, high card sharing rate, large and strategic network
Recency of use case	Used daily as a central tool for professional networking and career strategy
Natural Frequency	Daily
Monetary/AOV/Revenue Generated	$50-$80/month (fully invested in premium features, possible team account)
Pain Points	- Needs advanced analytics to quantify networking ROI - Wants AI-driven insights for strategic networking moves - Seeks seamless integration with CRM and productivity tools
Valued Features	- AI-powered networking recommendations - Advanced analytics and ROI tracking - Automation of routine networking tasks - Thought leadership and personal branding tools
Core Value Proposition (CVP) being utilised	Comprehensive digital networking ecosystem for strategic career and business growth
JTBD of the persona	To leverage digital networking as a key driver of career success, thought leadership, and business development
Discovery	Executive networking events, peer recommendations, partnership with professional development programs
Level of Engagement	High - power user of all features, often provides product feedback and champions the platform

Understanding The Connected Professional

Deeper Dive: Needs, Wants, Desires, and Pain Points

Needs
- Efficient way to manage and grow professional network
- Tools to quantify and showcase networking efforts and outcomes
- Ability to maintain meaningful connections across various platforms
Wants
- Personalized networking recommendations
- Seamless integration with existing professional tools
- Insights into networking effectiveness and ROI
Desires
- To be seen as a thought leader in their industry
- To leverage their network for career advancement and business opportunities
- To build a strong personal brand in the digital space
Pain Points
- Overwhelmed by the number of connections across multiple platforms
- Difficulty in maintaining consistent, meaningful engagement with connections
- Lack of clear metrics to measure networking success
- Time-consuming nature of personalized follow-ups
- Struggle to stand out in an increasingly crowded digital professional space

Why Focus on The Connected Professional?

Unmet Needs in Current Solutions: Existing networking tools often focus on quantity over quality, leaving Connected Professionals struggling to manage meaningful relationships at scale.
High Impact Potential: This group has the network size and career stage to significantly benefit from advanced networking tools, making them ideal candidates for showcasing Taponn's full potential.
Alignment with Product Vision: The Connected Professional's needs align closely with Taponn's vision of transforming digital networking from transactional to relational.
Market Influence: As early adopters and often influencers in their fields, Connected Professionals can drive organic growth and shape product development.
Long-term Value: By addressing the evolving needs of Connected Professionals, Taponn positions itself as a career-long companion, increasing lifetime value and reducing churn.

Taponn’s SaaS Metrics

This analysis provides a comprehensive overview of Taponn's hypothetical SaaS metrics.

Here are some key takeaways and strategies based on these metrics:

User Acquisition: With a 15% month-over-month growth rate, Taponn is showing strong acquisition. The focus should be on maintaining this growth while optimizing CAC across channels.
Activation: The 60% activation rate is solid, but there's room for improvement. Streamlining the onboarding process and providing clear value propositions could boost this metric.
Engagement: The DAU/MAU ratio of 0.2 indicates a significant opportunity to increase daily engagement. Implementing features that encourage daily use, such as networking tips or connection suggestions, could help.
Retention: While early retention is strong, there's a significant drop-off by week 12. Focusing on providing ongoing value through features like the "Network Expansion Program" could improve long-term retention.
Revenue: With only 5% of users on paid plans, there's a big opportunity to increase conversions. Showcasing premium features more effectively and potentially introducing a mid-tier plan could boost revenue.
CAC and LTV: The LTV/CAC ratio of 1.89 is healthy, but improving retention or increasing the conversion rate to paid plans could significantly boost LTV and improve this ratio further.
Churn: The monthly churn rate of 15% is an area for immediate focus. Implementing better onboarding, increasing engagement, and providing more value to free users could all help reduce churn.
Virality: With a viral coefficient of 0.7, Taponn is close to achieving organic viral growth. Focusing on features that encourage sharing and connection could push this over 1, leading to exponential growth.

Insights

The most pressing issue looking at the data, the most immediate concern appears to be the engagement rate. The DAU/MAU ratio of 0.2 indicates that only 20% of monthly active users are engaging with the app daily. This low engagement rate can lead to other issues like high churn and low conversion to paid plans. So, let's focus on this first:

Step 1: Improve Engagement (Daily Active User - DAU Rate)

Current metric: DAU/MAU = 0.2 (100,000 DAU / 500,000 MAU)

Goal: Increase DAU/MAU to 0.3 in the next quarter (150,000 DAU / 500,000 MAU)

Engagement & Retention Framework

Framework Structure

Breadth: Range of features used
Depth: Intensity of feature usage
Frequency: Regularity of app usage

Relevance to Taponn

Primary: Frequency and Breadth
Secondary: Depth

User Activation and Active Users

User Activation

A user is considered "activated" on Taponn when they:

Create their digital business card with at least name, title, and contact information
Share their card with at least one contact (via QR code, email, or social media)
Add at least one connection within the app

Active User Definition

An "active user" has performed at least one of these actions in the last 30 days:

Shared their digital card
Added a new connection
Updated their profile
Scanned a QR code to view someone's card
Participated in a virtual networking event
Sent a message using the chat functionality

Core EnR Metric

Daily Active Users(DAU) / Weekly Active Users (WAU) / Monthly Active Users (MAU)

Why this metric:

Captures frequency of engagement
Indicates platform stickiness
Reflects consistent value delivery
Serves as an early warning system for engagement issues
Simple to calculate and understand across teams

Key Metrics

Daily Active Users(DAU) / Weekly Active Users (WAU) / Monthly Active Users (MAU)
Number of card shares per user per month
Number of new connections added per month
Feature adoption rate

Chosen EnR Metric for ICP 2 (The Connected Professional)

Primary Metric: Weekly Active Users (WAU) / Monthly Active Users (MAU)

Taponn: Campaigns to Boost Engagement Score

Current Engagement Score: 0.2

Target Engagement Score: 0.35

Campaign 1: "7-Day Networking Sprint"

Aspect	Details
Hypothesis	A short-term, intensive networking challenge will boost engagement frequency and demonstrate the app's value to Casual users, encouraging them to become Core users.
Channel of Distribution	In-app notifications, email reminders, and social media promotion
Persona/Type of User	Casual Users (currently 50% of user base)
Theme	"Supercharge Your Network in One Week"
Target Feature	Card sharing, connection adding
Pitch and Content	"Join our 7-Day Networking Sprint! Share your Taponn card and add a new connection daily. Watch your network grow exponentially!"
Goal of the Campaign	Increase DAU/MAU ratio for Casual users and convert 15% to Core users
Offer	Users who complete the challenge get a free month of Core user features
Frequency and Timing	Quarterly campaign, each sprint lasting 7 days
Before Campaign Metrics	DAU/MAU for Casual users: 0.1 Avg. connections added per month by Casual users: 2 Feature adoption rate for Casual users: 20%
After Campaign Metrics	DAU/MAU for Casual users: 0.2 Avg. connections added per month by Casual users: 5 Feature adoption rate for Casual users: 30%
Success Scenario	40% of Casual users participate in the challenge, 15% of participants convert to Core users Overall engagement score increased to 0.23

Campaign 2: "Feature Explorer Program"

Aspect	Details
Hypothesis	Gamifying feature discovery will increase feature adoption rates and engagement depth for Core users.
Channel of Distribution	In-app guided tour, email nudges, push notifications
Persona/Type of User	Core Users (currently 35% of user base)
Theme	"Unlock the Full Power of Taponn"
Target Feature	Multiple features including analytics, custom fields, integrations
Pitch and Content	"Embark on a journey to master Taponn's professional tools. Complete feature-related challenges and level up your networking game!"
Goal of the Campaign	Increase feature adoption rate and session duration for Core users
Offer	Users who complete all challenges get early access to new beta features
Frequency and Timing	Ongoing program with monthly feature spotlights
Before Campaign Metrics	- Feature adoption rate for Core users: 40% - Avg. session duration for Core users: 5 minutes WAU/MAU for Core users: 0.4
After Campaign Metrics	- Feature adoption rate for Core users: 60% - Avg. session duration for Core users: 8 minutes - WAU/MAU for Core users: 0.6
Success Scenario	- 60% of Core users engage with at least one new feature - 20% of participants advance to Power users - Overall engagement score increased to 0.27

Campaign 3: "Networking ROI Dashboard"

Aspect	Details
Hypothesis	Providing tangible metrics on networking effectiveness will increase engagement frequency and depth for Power users.
Channel of Distribution	In-app feature release, personalized demo sessions, email announcements
Persona/Type of User	Power Users (currently 15% of user base)
Theme	"Quantify Your Networking Success"
Target Feature	Advanced analytics, ROI tracking
Pitch and Content	"Introducing the Networking ROI Dashboard. Track the real impact of your connections, from opportunities generated to deals closed. Your network, quantified."
Goal of the Campaign	Increase daily active usage and feature engagement for Power users
Offer	Exclusive webinar on "Maximizing Your Networking ROI" for early adopters
Frequency and Timing	One-time feature launch with ongoing usage tracking
Before Campaign Metrics	- DAU/MAU for Power users: 0.6 - Avg. time spent on analytics features: 3 minutes/day - NPS score from Power users: 40
After Campaign Metrics	- DAU/MAU for Power users: 0.8 - Avg. time spent on analytics features: 10 minutes/day - NPS score from Power users: 60
Success Scenario	- 80% of Power users engage with the ROI Dashboard weekly - 30% increase in daily active usage among Power users - Overall engagement score increased to 0.30

Campaign 4: "Cross-Platform Networking Challenge"

Aspect	Details
Hypothesis	Encouraging integration with other platforms will increase the perceived value and usage frequency across all user segments.
Channel of Distribution	In-app prompts, email campaign, partner platform notifications
Persona/Type of User	All user segments
Theme	"Unify Your Digital Networking Presence"
Target Feature	Integrations with LinkedIn, Email signatures, CRM systems
Pitch and Content	"Supercharge your networking across platforms! Connect Taponn with your favorite tools and watch your network flourish."
Goal of the Campaign	Increase cross-platform integration usage and overall engagement frequency
Offer	Users who connect all available integrations get a free digital networking strategy consultation
Frequency and Timing	Quarterly campaign, each lasting one month
Before Campaign Metrics	- Percentage of users using at least one integration: 20% - Avg. number of platforms connected per user: 1 - WAU/MAU across all segments: 0.3
After Campaign Metrics	- Percentage of users using at least one integration: 50% - Avg. number of platforms connected per user: 2 - WAU/MAU across all segments: 0.4
Success Scenario	- 40% of users set up at least one new integration - 25% increase in WAU across all segments - Overall engagement score increased to 0.33

Campaign 5: "Taponn Networking League"

Aspect	Details
Hypothesis	Creating friendly competition will drive engagement and encourage users to progress to higher engagement segments.
Channel of Distribution	In-app leaderboard, email updates, push notifications
Persona/Type of User	All user segments, with tiered leagues for each
Theme	"Climb the Ranks of Networking Excellence"
Target Feature	Card sharing, connection adding, profile updating, feature usage
Pitch and Content	"Join the Taponn Networking League! Earn points for networking activities and compete with peers in your industry. Progress through Bronze, Silver, and Gold tiers!"
Goal of the Campaign	Increase engagement across all user segments and encourage progression to higher segments
Offer	Top performers in each tier featured on a "Networking All-Stars" page and receive exclusive networking opportunities
Frequency and Timing	Seasonal leagues (Spring, Summer, Fall, Winter) lasting 3 months each
Before Campaign Metrics	- Avg. networking actions per user per week: 5 - Percentage of users advancing to next segment quarterly: 5% - Overall engagement score: 0.33
After Campaign Metrics	- Avg. networking actions per user per week: 10 - Percentage of users advancing to next segment quarterly: 10% - Overall engagement score: 0.35
Success Scenario	- 50% of all users actively participate in the league - 20% increase in daily active usage across all segments - Final overall engagement score reaches target of 0.35

Starting point: 0.2
After Campaign 1: 0.23
After Campaign 2: 0.27
After Campaign 3: 0.30
After Campaign 4: 0.33
After Campaign 5: 0.35 (Target achieved 😎)

Resurrection Campaigns for Connected Professionals

Current Retention Rate (Day 90): 8%

Target Retention Rate (Day 90): 15%

Retention Data and Curve

Time	Retention Rate
Day 1	100%
Day 7	25%
Day 30	15%
Day 60	10%
Day 90	8%
Day 180	5%
Day 365	3%

Screenshot 2024-08-31 at 3.38.55 PM.png

Observations and Insights:

The most critical drop occurs in the first week, indicating the crucial importance of immediate value demonstration and user onboarding.
There's a significant stabilization after day 90, suggesting a core group of committed users.
The 3% retention at day 365 is challenging but not uncommon for B2C apps. It indicates a need for strong re-engagement strategies and continuous value addition.

Churn Factors

Based on user insights for the Connected Professional ICP context:

Lack of immediate perceived value in daily life
Inconsistent need for networking (sporadic usage)
Competition from other social and professional networking apps
Difficulty in building a critical mass of connections within the app
Privacy concerns about sharing professional information digitally

The number one reason for churn appears to be the lack of immediate perceived value in daily life, particularly for users in the Emerging Networker segment.

Resurrection Campaigns

Resurrection Campaign #1: "7-Day Networking Boost"

Aspect	Details
Hypothesis	A short, intensive networking challenge will re-engage Emerging Networkers by demonstrating immediate personal value and forming a daily usage habit.
Channel of Distribution	Digital: Push notifications, email campaign, and social media ads (Facebook, Instagram)
Persona/Type of User	Emerging Networker segment. Prioritized because they represent the largest group of churned users with the highest potential for reactivation.
Theme	"Supercharge Your Career in Just 7 Days"
Target feature	Quick card sharing, easy connection adding, and simplified follow-up tools
Pitch and Content	"Feeling stuck in your career? Join our 7-Day Networking Boost and see how just minutes a day with Taponn can open new doors!"
Goal of the campaign	Reactivate churned Emerging Networkers and establish a daily usage habit
Details	Daily micro-tasks: update digital card, share with 1 new contact, send a follow-up, all achievable in under 5 minutes
Offer	Unlock a premium card design and 1 month of premium features upon challenge completion
Frequency and Timing	Monthly campaign, each lasting 7 days, with continuous enrollment
Success Metrics	- Reactivation rate: 15% of targeted churned users - Challenge completion rate: 40% of reactivated users - 30-day retention post-challenge: 25%
Milestones for the campaign	- Week 1: 5% reactivation rate - Month 1: 10% of reactivated users establish daily active usage - Month 3: 15% of challenge completers still active weekly - Month 6: 5% conversion to paid premium features

Detailed Metric Breakdown:

Target audience size: 100,000 churned Emerging Networkers
Expected reactivation rate: 15% (15,000 users)
Challenge completion rate: 40% of reactivated users (6,000 users)
30-day retention post-challenge: 25% (1,500 users)
Contribution to Day 90 retention: 1.5% increase

Resurrection Campaign #2: "Career Catalyst Week"

Aspect	Details
Hypothesis	Offering a week of curated, high-value networking opportunities will remind Active Connectors of Taponn's practical benefits in their career progression.
Channel of Distribution	Digital: Personalized email campaign, in-app notifications (if app is still installed), and LinkedIn ads
Persona/Type of User	Active Connector segment. Prioritized because they have experienced some value but may have churned due to inconsistent needs or unclear long-term benefits.
Theme	"Your Next Career Move Starts Here"
Target feature	Smart connection recommendations, one-click follow-ups, and quick meeting scheduler
Pitch and Content	"Ready to take your career to the next level? Join our Career Catalyst Week and make game-changing connections effortlessly with Taponn!"
Goal of the campaign	Reactivate churned Active Connectors and demonstrate Taponn's role in ongoing career development
Details	7 days of curated connection suggestions, easy-to-use templates for outreach, and daily career tips
Offer	Free access to premium features during the week and 50% off a 3-month premium subscription upon completion
Frequency and Timing	Quarterly campaign, aligned with common career planning periods (New Year, post-summer, etc.)
Success Metrics	- Participation rate: 20% of targeted churned users - Average actions per participant: 5 over the week - Reactivation rate: 30% of participants - 60-day retention post-campaign: 20%
Milestones for the campaign	- Day 1 : 10% of targeted users start the challenge - Week 1 : 25% of participants make at least 3 new connections - Month 1 : 15% of reactivated users engage weekly - Month 3 : 10% of reactivated users upgrade to premium plan

Detailed Metric Breakdown:

Target audience size: 75,000 churned Active Connectors
Participation rate: 20% (15,000 users)
Reactivation rate: 30% of participants (4,500 users)
60-day retention post-campaign: 20% (900 users)
Contribution to Day 90 retention: 0.9% increase

Resurrection Campaign #3: "Influence Amplifier Challenge"

Aspect	Details
Hypothesis	A challenge focused on personal branding and thought leadership will re-engage Networking Strategists by showcasing Taponn's role in enhancing professional influence.
Channel of Distribution	Digital: Personalized email outreach, LinkedIn InMail, and retargeting ads on professional websites
Persona/Type of User	Networking Strategist segment. Prioritised because they are potential high-value users and influencers whose reactivation can drive both revenue and organic growth.
Theme	"Elevate Your Professional Influence"
Target feature	Thought leadership content sharing, advanced analytics on content engagement, and strategic connection recommendations
Pitch and Content	"Ready to be recognized as a thought leader in your field? Join our 30-day Influence Amplifier Challenge and watch your professional influence soar with Taponn!"
Goal of the campaign	Reactivate churned Networking Strategists and position Taponn as an essential tool for building professional influence
Details	30-day program with weekly content creation challenges, strategic sharing prompts, and engagement analytics
Offer	Free 30-day access to all premium features and a personalised "Influence Report" upon completion
Frequency and Timing	Bi-annual campaign, launched at the start of each half-year
Success Metrics	- Participation rate: 10% of invited churned users - Challenge completion rate: 60% - Reactivation rate: 70% of challenge completers - 90-day retention post-challenge: 40%
Milestones for the campaign	- Week 1: 5% of targeted users start the challenge - Day 30: 50% of participants share at least 5 pieces of content - Month 2: 30% of completers continue weekly content sharing - Month 6 : 20% increase in average engagement rate for participants

Detailed Metric Breakdown:

Target audience size: 25,000 churned Networking Strategists
Participation rate: 10% (2,500 users)
Challenge completion rate: 60% (1,500 users)
Reactivation rate: 70% of challenge completers (1,050 users)
90-day retention post-challenge: 40% (420 users)
Contribution to Day 90 retention: 0.4% increase

Campaign 4: "Personal Brand Booster"

Aspect	Details
Hypothesis	Focusing on personal branding will re-engage Active Connectors by demonstrating Taponn's value in enhancing their professional image.
Channel of Distribution	Digital: Email campaign, social media ads (LinkedIn, Instagram), and influencer partnerships
Persona/Type of User	Active Connector segment. Prioritized to help them transition towards becoming Networking Strategists.
Theme	"Stand Out in the Digital Crowd"
Target feature	Custom card designs, multimedia content sharing, and personal landing page
Pitch and Content	"Ready to make a lasting impression? Join our 14-day Personal Brand Booster and create a digital presence that opens doors!"
Goal of the campaign	Reactivate churned Active Connectors and increase their engagement with branding features
Details	14-day program with daily branding tasks, from updating their digital card to creating a mini personal website
Offer	Free premium card design and a custom URL for their personal landing page
Frequency and Timing	Bi-monthly campaign, aligned with professional development seasons
Success Metrics	- Participation rate: 25% of targeted churned users - Program completion rate: 50% - Reactivation rate: 40% of completers - 60-day retention post-program: 30%

Detailed Metric Breakdown:

Target audience size: 50,000 churned Active Connectors
Participation rate: 25% (12,500 users)
Program completion rate: 50% (6,250 users)
Reactivation rate: 40% of completers (2,500 users)
60-day retention post-program: 30% (750 users)
Contribution to Day 90 retention: 0.75% increase

Campaign 5: "Network Reactivation Sprint"

Aspect	Details
Hypothesis	A short, intensive campaign focused on reactivating dormant connections will demonstrate immediate value to all user segments.
Channel of Distribution	Digital: Push notifications, email campaign, and in-app prompts
Persona/Type of User	All segments of Connected Professional ICP, with tailored approaches for each.
Theme	"Reignite Your Professional Network"
Target feature	Smart follow-ups, quick meeting scheduler, and connection analytics
Pitch and Content	"Revive your professional relationships in just 5 days! Join our Network Reactivation Sprint and turn dormant connections into active opportunities."
Goal of the campaign	Reactivate users across all segments by providing immediate, tangible networking results
Details	5-day sprint with daily challenges to reach out to dormant connections, schedule catch-ups, and analyze network strength
Offer	Unlock "Network Insights Report" showing relationship strength and opportunity gaps
Frequency and Timing	Monthly campaign, continuous enrollment
Success Metrics	- Participation rate: 30% of targeted churned users - Average reactivated connections per user : 3 - Reactivation rate : 35% of participants - 30-day retention post-sprint : 40%