Make Green Go
PROJECT DELIVERABLES
Communications Strategy
Content & Editorial Strategy
Social Strategy
Go to Market
Graphic Design
Copywriting
CLIENT OVERVIEW
A cannabis Equity license represents a life-changing opportunity, but many Equity licensees still need technical resources and expertise to successfully launch a business.
Make Green Go was the first firm to be awarded a public contract providing cannabis technical assistance and they help people navigate through Cannabis Equity Programs with legal guidance, training, and technical assistance. They have been awarded contracts by the cities of Oakland, San Francisco, Fresno, and the state of Colorado.
QP was brought on board in response to requests from licensees seeking help with branding and marketing outside of Make Green Go’s core competencies.
HIGHLIGHTS
100+ Equity businesses supported.
6 Workshops and 15+ 1:1 consultations conducted.
8 brands each secured new shelf space in 5 dispensaries.
Secured local and national media coverage of Oakland Equity Week.
PROJECT OVERVIEW
We recognized that we would need to balance our efforts between long-term success and the kinds of immediate wins many of the businesses needed just to make it to the next quarter. With that in mind we focused on two strategic areas: developing a series of workshops, and support for securing shelf space for Equity-made products.
First, we created a multimedia educational library on marketing and branding topics ranging from brand strategy to building websites. Over 100 licensees completed the course, providing a much-needed foundation for their own efforts with QP providing individual consultation as needed.
Then, to address the difficulty of securing shelf space in dispensaries coupled with creating consumer awareness and preference for Equity brands, we helped create the first-ever Equity Week for the city of Oakland. Modeled on Restaurant Week campaigns, dispensaries who agreed to carry Equity brands would receive promotional boosts from the city. By creating a shared marketing toolkit and then leading coordination between Oakland, the dispensaries, and the brands, we helped increase consumer awareness while boosting sales for all participants and securing crucial shelf space for Equity brands.
Designed to be scalable, future Equity Weeks will only amplify the impact.
