Raising Brand Awareness in the Cannabis Industry
Reach a Wider Audience with Targeted Public Relations
Introducing a new product in the cannabis industry requires a strategy that laser focuses on the right audience. What’s the best way to ensure that its launched appropriately? Key to this program was launching an in-depth media relations campaign to set the stage in the correct manner, and create a supporting influencer campaign to build product awareness thus moving it into the fitness community, which was one of the key markets for this product.
Exclusive Insight into Industry Strategies and Trends
The Launch Plan
Because this product was designed for the active lifestyle community, an educational campaign to drive brand awareness was developed. As a result, the target market – fitness enthusiasts and those involved in the active lifestyle community – were the first to embrace this. Key steps included:
- A targeted outreach identifying the key audience including HIIT athletes, including endurance athletes and those who were active in the Yoga community.
- A robust media relations outreach program which identified specific reporters as well as gauging story opportunities about the cannabis industry in an already crowded space.
- Identifying key influencers with whom the product would resonate which allowed us to offer product in exchange for posts. Additionally, partnership opportunities with key retailers to brand layer the product with included well recognized fitness brands such as SoulCycle, Y7 and Lululemon.
Unparalleled Results As a result, more than 500,000 earned media impressions in the key national and regional HIIT, endurance, and yoga publications as well as regional news publications were secured. On the social side, the program generated more than 122k engagements with leading fitness influencers
Founder and President at The Hoyt Organization
With over 25 years of experience, Leeza’s campaigns have garnered over 150 awards from top public relations organizations nationwide. Additionally, THO serves as the Los Angeles area partner of the Public Relations Global Network, granting clients access to over 50 global markets. The agency was also named to one of the top 200 firms in the country by Forbes magazine in 2021, and she has been named by Globest.com as a Woman of Influence and a Woman to Watch, among other designations.
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