CannaPunch is a Colorado-based company that produces marijuana-infused beverages. The document outlines an internet marketing communication plan to increase revenue, expand their market, and create high demand for their products. Key tactics include search engine optimization, paid search advertising, and social media marketing to build brand awareness and engagement. Metrics like click-through rates, impressions, and conversions will measure the success of these tactics. A 12-month implementation timeline is proposed along with recommended analysis and reporting tools.

1. By: Lindsay Creswell
05/26/2015
Internet Marke:ng Communica:on Plan For:
CannaPunch
Internet Marke:ng Communica:ons|University College

2. CannaPunch Internet Marke:ng Communica:on Plan
Execu+ve Summary
1Situa+on
Assessment
2Strategy
3Tac+cs
4Measurement
5Implementa+on
6
Ques+ons

3. Situa+on Analysis What is
CannaPunch?
Situa+on Analysis
1

4. Situa+on Analysis CannaPunch
The business goals of CannaPunch are to create a
high quality product that is well known by the
target market and is in high demand. The long-term
goals of the organiza:on are to branch out to other
states with legal and medicinal marijuana and to
incorporate other products to their brand.
CannaPunch is a licensed marijuana infused product
company specializing in beverages based out of
Colorado.
The vision of CannaPunch is to serve the Colorado
medical and recrea:onal marijuana consumers in as
many licensed dispensary store fronts as possible. Any
dispensary with a valid license can carry the product, it
is up to the consumer and the company to create a
demand and want for the beverages.
CannaPunch offers several different flavors ranging
from pineapple mango to watermelon nectar. They also
have a new product, Mota, a cannabis based energy
drink.

5. CannaPunch serves the 18+ medical
marijuana community and 21+ recrea:onal
marijuana users in Colorado.
Due to state and federal laws the target
market is largely defined by demographic
(age) and geographic informa:on (Colorado
residents or age restricted tourists).
The CannaPunch brand also targets all
licensed medical and retail marijuana
facili:es in Colorado. They aim to have
their product available to consumers in
any dispensary in Colorado.
Customer Analysis: CannaPunch

6. Market Forces Analysis:
CANNAPUNCH
CannaPunch Compe::on
Market
Forces
Threat of new entrants
(HIGH): New marijuana
infused product companies
con:nue to enter the market.
Supplier Power (LOW):
CannaPunch has an in-house
grow opera:on as well as an in-
house extrac:on team. This is a
major advantage in the
marijuana industry. The oil
supply used to make the
product relies solely on
CannaPunch.
Threat of subs+tute
products or
services(HIGH): Baked
goods, candies, and :nctures
are in high demand. This force
weakens CannaPunch’s market
power.
Buyer Power (LOW):
The buyers in the cannabis
industry are weak. The number
of buyers is extremely high and
in this industry they do not play
a large role in the prices of
products. The seller
(dispensaries & vendors) has
the market advantage.
Compe++on Rivalry
(MODERATE):
CannaPunch has one advantage
over compe:tors. The cannabis
oil used in their products is
extracted from marijuana buds,
not trim. This results in a higher
quality product with a much
be]er taste.

7. 2 CannaPunch Strategy
Goals, Marke+ng Objec+ves, SWOT

8. CannaPunch: Organiza:onal Goals
Increase
Revenue
Create a
high quality
in demand
product
Expand
market
Organiza:onal
Goals
The three main organizational goals
for CannaPunch include increasing
sales by 5% within the next year,
creating a high quality and highly
demanded product, and expanding
their current market share.
CannaPunch currently holds two different
licenses; medical and retail. This allows
them to sell to virtually all dispensaries in
Colorado. This is a major key to increasing
the revenue.
Creating a high quality product will build
the CannaPunch reputation and help build
a loyal consumer base.
Expanding to other states with medical
and recreational cannabis is a long-term
goal for CannaPunch.

9. Marke+ng Objec+ves: CannaPunch
Marke:ng
Objec:ves
Offer CannaPunch
products via
consumer
demand, visibility,
B2B outreach, etc.
Create consumer
demand and
loyalty through
engagement.
Increase brand
awareness with a
larger online
presence.

10. Strengths: CannaPunch produces high quality products
through whole plant extraction techniques, most
marijuana infused product brands use fan leaf and trim
extraction techniques. CannaPunch has both a medical
and retail license and therefore can sell their product to
virtually any dispensary in Colorado.
Weaknesses: CannaPunch has a minimal online presence.
This can be seen as a weakness for potential vendors
looking to keep the brand on their shelves.
Opportunities: The cannabis industry is expanding, with
many future opportunities to take the brand to a national
level. In states where cannabis is legal consumers have
embraced these types of products all together.
Threats: The federal government has shown very little
progress in changing the classiHication of cannabis as a
schedule 1 drug. This can cause future issues in banking,
acquiring investors, and business growth.
SWOT Analysis
Strengths
• High Quality
Product.
• In house grow
and extrac+on
opera+on.
• Have a medial
and retail license.
Weaknesses
• Minimal online
presence.
• Small produc+on
team.
Opportuni+es
• Industry is
constantly
expanding.
Threats
• Laws can change.
• Federal
government
coopera+on.
SWOT

11. 3 Tac+cs CannaPunch
Internet Marke+ng Strategy

12. Website
Online
Adver:sing
Social Media
Marke:ng
General Strategy: Increase revenue, Expand the
market, and create a high quality in demand product.
Tac+cs:
1.) SEO & PPC (Online Adver+sing): Acquire and
retain customers. While the SEO is building
throughout the campaign it is important to u:lize the
PPC to gather bursts of search results. The idea
behind the online adver:sing tac:c is to get poten:al
consumers aware of the brand before entering into a
dispensary. A higher search rank and paid ads can also
give CannaPunch more visibility to poten:al
dispensaries looking for new edible products to carry.
(Expand Market, Create in demand product)
2.) Social Media Marke+ng: Build the brand and
increase engagement through social media pladorms.
Keep consumers and dispensaries informed on the
product. Start building rela:onships with consumers
and dispensaries.
(Increase revenue, expand the market, and create an
in demand product).
3.) Website: CannaPunch needs an ac:ve website to
help build the brand reputa:on and to help create
brand awareness. Without a legi:mate website it will
be difficult to secure out of state investor interest.
(Increase Revenue, Expand Market, Create a demand
for the brand).
CannaPunch: Tac:cs

13. Measurement How to
measure the tac:cs
Measurement
4

14. Key Performance Indicators for each objec:ve & tac:c
Increase Revenue
Website
• Measure behavior. Check
the :me users are staying
on the site and what
content is visited.
• Measure outcomes by
looking at conversion
rates. As traffic increases
are sales? This also
applies to poten:al
vendors visi:ng the
website.
Increase Revenue,
Expand Market, &
Create an in
demand product
Online Adver+sing
• Click Through Rate (CTR)-
how oien are the ads
being clicked on? If there
is a low CTR what can be
changed?
• Measure Impressions:
The number of :mes the
ads have been seen by
viewers. If impressions
are high then awareness
is increasing.
• Conversion Rate: How
many people were
brought to the website
through the ads?
Increase Revenue,
Expand Market, &
Create an in
demand product
Social Media
Marke+ng
• Do the social media
pladorms drive traffic to the
website?
• Do poten:al vendors and
consumers interact with the
company on these
pladorms? Do they convert
to paying customers and
retail carriers?
• How many people are
sharing CannaPunch posts?
Instead of looking at likes
and followers measure
engagement.
Objec:ve
Internet
Marke:ng
Tac:c
KPI

15. Vendor/Tool Assessment
• Facebook Analy:cs
• Sprout Social: In order to monitor all social media pladorms in one spot I recommend paying
out of pocket for this tool.
• This tool is recommended because it allows the integra:on of all of the data.
Social Media Marke:ng
• Google Analy:cs
• Adobe Site Catalyst
• I recommend u:lizing this tool in order to improve the site relevance for the user. This tool
gives customizable op:ons that are not available through Google.
Website
• Google Ad words
• Google Analy:cs
• Depending on the available budget I would recommend hiring an employee who can handle
SEO & Online Ads.
• If at this :me that is not an op:on for CannaPunch then I would recommend hiring an
outside vendor in Denver, CO who is experiences in Google Analy:cs.
Online Adver:sing (PPC)

16. Vendor/Tool Assessment
• Facebook Analy:cs
• Sprout Social: In order to monitor all social media pladorms in one spot I recommend paying
out of pocket for this tool.
• This tool is recommended because it allows the integra:on of all of the data.
Social Media Marke:ng
• Google Analy:cs
• Adobe Site Catalyst
• I recommend u:lizing this tool in order to improve the site relevance for the user. This tool
gives customizable op:ons that are not available through Google.
Website
• Google Ad words
• Google Analy:cs
• Depending on the available budget I would recommend hiring an employee who can handle
SEO & Online Ads.
• If at this :me that is not an op:on for CannaPunch then I would recommend hiring an
outside vendor in Denver, CO who is experienced in Google Analy:cs.
Online Adver:sing (PPC)

17. 5 CannaPunch
Implementa:on
Budget & Timeline

18. Implementa+on Ac:on Plan
Suggested Timeline
• 12 Months
• I recommend this length because it gives the company a chance to see how successful the
marke:ng campaign can really be.
• It will take :me to develop a website and revamp all social media content as well as build the SEO
rankings.
Phases
• Analyze (3 Months)
• Vendor will begin to understand the CannaPunch scope and figure out a budget.
• Plan (3 Months)
• Website design, content crea:on, keyword selec:on.
• Design (7 Months)
• Development (3 Months)
• Tes:ng
• Deploy (2 Months)
• Website launch
• Client debriefing on on-going op:miza:on.

19. Ac+on Steps & Timing
Task Name Who Start End January 2016 February 2016 March 2016 April 2016 May 2016 June 2016 July 2016 August 2016 September 2016 October 2016 November 2016 December 2016
Analyze Phase
Communicate with
CannaPunch and figure out
the desired needs and wants
of the brand . Analyze
budget and figure out how to
fulfill the clients needs.
Project Manager
(PM), Sales
Manager (SM),
Web Developer
(WD), Content
Developer (CD)
January 2015 March 2015
Plan Phase
Delegate Tasks, Complete
Paperwork, Finalize the
approved marketing Plan
PM March 2015 May 2015
Client Interactions SM March 2015 May 2015
Review website and create
plan for best user
experience. Create new
URL’s.
WD March 2015 May 2015
Review Keyword search, aid
WD in creation of URL.
Create the PPC campaign
and begin SEO strategy.
New Media
Specialist (NMS)
March 2015 May 2015
Design Phase
Receive preliminary
information from
CannaPunch. Present mock-
ups to client, present
revisions if necessary, hand-
off project for social media
creation.
PM May 2015 October 2015
Review brand imagery,
colors, messaging, etc.
Complete a preliminary
mock-up website. Revise
any mock ups per client
request.
CD May 2015 October 2015
Build/Development Phase
Create and secure domain
name and hosting sites.
IT September 2015 November 2015
Create website and
complete it during this
phase.
WD & CD September 2015 November 2015
Test with client. Submit any
changes to the WD.
PM September 2015 November 2015
Deploy Phase
Set up permanent hosting,
move information to
permanent hosting site,
launch website, e-mail PM
website instructions.
IT November 2015 December 2015
Test website once live, help
set up analytics, project
debrief.
PM November 2015 December 2015
Have ongoing tasks written
out.
NMS, WD November 2015 December 2015
Project debrief. PM, SM, WD, CD November 2015 December 2015
CANNA PUNCH: Internet Marketing Communication Implementation Plan Gantt Chart

20. Implementa+on Considera:ons
Required
Resources
• To kick off this internet marke:ng communica:on plan extra staffing/vendors are required.
• Depending on the approved budget it is recommended that a staff member is hired or re-trained to manage the social
media marke:ng.
• CannaPunch will outsource a local firm to design, launch, and perform con:nued op:miza:on on the website.
• An outside agency will implement the PPC campaign as well as the other aspects of online adver:sing.
Financial
Considera+ons
• For a 12 month :meline the proposed budget is roughly 38,000 dollars.
• Much of that budget is dedicated to the development of a website ($10,000). The ini:al month will cost just under $12,000 total.
• The ongoing monthly budget is es:mated to cost between $2,400-$2,500.
• It is important to look at how effec:ve the campaign has been aier the first year. It is es:mated that the campaign will generate
more revenue and the benefits will greatly outweigh the original costs.
Risks/
Mi+ga+on
• The number one risk is that internet marke:ng could be an unsuccessful avenue in this specific industry.
• Laws could be put in place that prevent the cannabis industry from adver:sing online and on social media pladorms.
• If this became a problem I would recommend that CannaPunch looks at other marke:ng strategies, specifically
affiliate marke:ng.
Integra+on
• CannaPunch currently spends very li]le :me and money on marke:ng.
• I would recommend that the u:lize tradi:onal techniques such as print ads in the Westword.
• I also would recommend affiliate marke:ng. Partnering with a well established dispensary chain such as the Green Solu:on or
Na:ve Roots would create brand awareness. This partnership could also guarantee that this chain will carry the CannaPunch brand
at all of their stores.

21. 6 Summary
CannaPunch Internet Marke+ng Communica+on Summary

22. CannaPunch Internet Marke:ng Communica:on
Plan Summary
Objec:ves
• Increase Revenue
• Expand Market
• Create a highly demanded product. (brand awareness)
Strategy
• Online Adver:sing
• PPC
• SEO
• Social Media Marke:ng
• Website
Measurement (KPI’s)
• CTR
• Engagement on social media pages. For example how many people are commen:ng and sharing
informa:on?
• Website user behavior. What pages are users visi:ng? Are dispensaries filling out contact forms? What is
the bounce rate?
Implementa:on
• 12 Month :meline
• Hiring an outside agency is recommended.