Verte
- 2. TABLE OF CONTENTS 1-3.VERTE 4. EXECUTIVE SUMMARY 5-6. BACKGROUNDER 7-8. COMPETITIVE LANDSCAPE 9. SWOT 10-11. RESEARCH 12-13. TARGET MARKET 14-15. STRATEGY 16-20. CREATIVE 21. DIGITAL MEDIA 22-23. SOCIAL MEDIA MARKETING 24. FESTIVAL SPONSORSHIPS 25. PARTNERSHIPS 26. PROMOTION 27. GUERRILLA MARKETING 28-30. MEDIA 31. EVALUATION 32. VERTE BIOS 33. CITATIONS
- 3. VERTE: IN-HOUSE ADAGENCY At Verte, our intentions are honest and our products are pure. Nobody understands our soul, spirit, or mission better than we do. For that reason, we speak for ourselves. GREENER WORLD. Verte is a cannabis company that is determined to positively impact our society and surroundings. The goal is a greener world, starting with greener cannabis. From our sustainable growing methods to our biodegradable packaging, our mission is reflected in everything we do. Each joint is handcrafted, filled with a high-quality product combination created to benefit your health and your high. We aim to reduce our carbon footprint and give back to the community through our social responsibility initiative: One joint, One tree. For each joint purchased, a tree will be planted. GREENER CANNABIS. 1
- 4. VERTE: THE COMPANY2 1. PLANT Pure Indica Seeds Pure Sativa Seeds Hybrid Seeds The Emerald Triangle, CA Outdoors ECO-FACTS. • The Emerald Triangle consists of Humboldt, Mendocino, and Trinity Counties in California. • Organic soil is made of biolive, alfalfa meal, oyster shell, blood meal, bone meal, humic acid, and kelp. • Verte uses 0.268 gallons of water per joint. • Cannabis grown outside has a better smell and flavor profile. • Verte Cannabis is curred for one month for optimal potency. VERTE CERTIFICATIONS 2. GROW Natural Sunlight Compostable Soil Recycled Water Pesticide Free 3. HARVEST Hand Trimmed Dried Curred With Nutrients By Our Dedicated Farmers 4. COMPOST Compost Waste For Future Production 5. PACKAGE Childproof 100% Biodegradable Plastic Alternative Hemp-Based Packaging Hand Pre-rolled Joints 6. SELL For Each Joint Sold, One Tree Is Planted Sold Exclusivley Online Pre-roll Joint Packs of 4 Individual Packs
- 5. Pure Indica Great forSleep 70% Sativa 30% Indica Great to Destress PALM CHILLPINE DOZE VERTE JOINTS For each joint sold, one tree will be planted. One Palm Chill purchased equals one palm tree planted. VERTE: THE COMPANY 3 OAK ENERGY Pure Sativa Great to Have Fun with Friends
- 6. TARGET MARKET: MILLENNIAL CORPSUMER Theterm “corpsumer” was created by MWWPR to describe “the growing number of brand activists who care just as much about what a brand does as they do about its products” (Ad Week). Over one third of the adult population identify themselves as corpsumers, 28% of which are millennials. The millennial corpsumer has influencing power, willing to promote and advocate for brands that take a stand. This group values companies that have an honest interest in driving change. They’re activists and enthusiasts, fiercely loyal to the brands they believe in. The Millennial Corpsumer is a knowledge-seeker that requires companies to be transparent in their purpose and practice. This highly- educated demographic draws their own conclusions from the information brands present. They’re curious people with dynamic interests, eager to learn about new trends and current issues. To the millennial corpsumer, knowledge is power. Our positioning strategy is transparent education, presenting Verte as the thought-leader that engages consumers by informing them. Verte’s creative art direction takes the device of ground cannabis leaves to shape the trees that Verte’s joints are based upon. The creative is primarily Online, allowing Verte it capitalize on digital with video gifs and Online video by showing trees made out of cannabis being rolled up into joints. The art direction uses call-outs to educate our consumers on exactly what goes into each joint, the consumption occasion for each joint, and our sustainability practices. All of Verte’s creative focuses on our strategy of transparently educating consumers, as well as spreading our ‘One Joint, One Tree’ corporate social responsibility. The only traditional advertising is OOH billboards. These billboards closely resemble the other creative to keep consistency throughout the campaign, but in a simplified form to optimize the medium. Verte’s philanthropic relationships highlight our authenticity through partnerships with Sierra Club, WWF and Tree People, leaving our consumers feeling educated and motivated to become more environmentally friendly. Through our partnerships, we will host festivals, promotions and events to teach our consumers more about our company and our partner organizations. Verte thought outside the box for our media plan. Our plan revolves around maximizing every legal media channel, consisting heavily of both digital and OOH Billboards. The advertising through these channels will create awareness for our products, while our promotions through music festivals, environmental organizations, and guerrilla marketing, will bring about interactivity with our brand. Our Verte You Tube channel will be our main education platform through our talk series Cannabis Candid led by industry experts. Our social media pages will illustrate all aspects of our products, brand and mission. STRATEGY: TRANSPARENCY CREATIVE SPONSORSHIPS & PARTNERSHIPS MEDIA, PROMOTIONS & PUBLIC RELATIONS Look for the weed leaf to find the key take-away. EXECUTIVE SUMMARY 4
- 7. BACKGROUNDER 5 The originof cannabis traces back to 12,000 years ago in Central Asia, making it one of the oldest cultivated crops known to man. The ancient uses of the product are similar to those of today- to relax, reduce anxiety, and relieve pain (Live Science 2014). As more information has surfaced about the benefits of marijuana, there has been increased acceptance of its usage. In 1996, California became the first state to legalize medical marijuana. In 2012, Washington and Colorado led the legalization trend for recreational use. Today, medical marijuana is legal in 31 states and recreational marijuana is legal in 9 states in North America. The legalization of marijuana is on the rise and many businesses are choosing to capitalize on this lucrative industry, which is expected to hit $57 billion by 2027 (Forbes 2018). On October 17th, 2018 Canada legalized recreational marijuana nationally. Adults 18 and over are allowed to possess up to 30 grams of marijuana and can grow 4 marijuana plants maximum in their homes. While marijuana flowers, pre-rolled joints, and cannabis oil are currently legal, edibles in Canada will not be legal for another year. Though recreational marijuana nationally, it is up to the provinces to create their own specific rules and regulations (Bilefsky, 2018). The major motivations behind Canada’s legalization is to reduce crime and to stimulate the economy. Millennials are the generation that has the highest recreational marijuana consumption. According to Deloitte, 11% of millennials consume recreational marijuana daily, 7% consume weekly, 5% consume monthly, and 11% consume occasionally. The study found joints to be the most popular form of consumption among daily and occasional users. The pipe/bong method of consumption is slightly higher among weekly and monthly consumers. Overall, joints and pipes/bongs are the most popular way to consume cannabis (Deloitte 2016). More men (48%) than women (31%) say they have tried marijuana. Young adults, ages 18 to 29, are the most likely to have smoked marijuana (49%) (Simmons). Although men are the primary users, Eaze Insights show that female users have been steadily growing over the past 3 years. BDS Analytics conducted a Consumer Trends survey that found cannabis users enjoy spending time outside, volunteer often, and have higher incomes (The Cannabist 2017). Secondary research shows that the motivations to consume marijuana recreationally include relaxation, stress relief, social experiences, and to stimulate creativity. Deloitte and Statista found that relaxation was the main purpose of consuming cannabis, given that over half of the respondents listed this as a motivation (Deloitte 2016, Statista 2017). CANNABIS INDUSTRY OVERVIEW CURRENT USER RECREATIONAL MARIJUANA noun: a drug used without medical justification for its psychoactive effects often in the belief that occasional use of such a substance is not habit forming or addictive. MEDICINAL MARIJUANA noun: marijuana that is available only by prescription and is used to treat a variety of medical conditions. The primary current users of recreational cannabis are millennial men who consume for sleep, stress relief and social experiences.
- 8. 6BACKGROUNDER Cannabis is currentlylegal for recreational use in 10 states and D.C., and used most around holidays shared with love ones. recreational marijuana medical marijuana 4/20 Bob Marley’s Birthday Green Wednesday Day Before Thanksgiving Valentines Day Romance Holiday 4th of July Independence Day Recreational marijuana is legal in California, Nevada, Washington, Oregon, Maine, Massachusetts, Colorado, Vermont, Alaska, Washington D.C.. and Michigan. GEOGRAPHY SEASONALITY
- 9. COMPETITIVE LANDSCAPE 7 Althoughthere are many pre-rolled joints on the market, and some that are environmentally conscious, no pre-rolled joint is as green as Verte, both quality and sustainability speaking. BRAND PRODUCT PRICE CONCENTRATION PURPOSE-DRIVEN USP Verte Pre-rolls (1) Pre-roll Packs (4) 1 for $10 4 for $35 .5g per pre-roll 22% THC Yes Transparent Education One Joint, One Tree. Biodegradable Packaging Artisanal Quality 100% Organic Marley Natural Pre-roll Packs (3) 3 for $18-25 .5g per pre-roll Yes Bob Marley’s Brand Supports Rise UpTM Crafthouse Pre-rolls (1) 1 for $5 .75g per pre-roll 15% THC No Quality LEUNE Pre-rolls (1) 1 for $7 .6g per pre-roll 18% THC No Quality Consumption Ocassion ISLAND Pre-rolls (1) Pre-roll Packs (5) 1 for $8 5 for $30 0.5g per pre-roll 21% THC Yes Organic hemp paper Outdoor growing Humboldt Farms Pre-rolls (1) 1 for $10 0.6g per pre-roll 19% THC YES 100% Sustainable Outdoor Growing LoudPack Pre-rolls (1) 1 for $10 1g per pre-roll 18% THC No Quality Consumption Occasion Lucky 420 Pre-roll Packs (7) 7 for $38 0.7g per pre-roll 19% THC No Consumption Occasion Pacific Stone Pre-roll Packs (14) 14 for $40 0.5g per pre-roll 20% THC No Consumption Occasion Higgs Pre-roll Packs (6) 6 for $55-60 0.58g per pre-roll No Design Lowell Farms Pre-roll Packs (10) 10 for $55 0.5g per pre-roll 22-25% THC Yes Organic Fertilizer Fair Wages Nativ Pre-rolls (1) 1 for $12-$20 .75g-1g per pre-roll No Quality Design Tarantula Pre-rolls (1) 1 for $20-$22 2g per pre-roll No Top Shelf Flower with Wax and Hash, Coated in Kief Lola Lola Pre-roll Packs (3) 3 for $20 .5g per pre-roll No Quality Design Chief THC Pre-roll Packs (7) 7 for $50-$55 .5g per pre-roll No Design Lifestyle
- 10. 8 Verte directly competeswith brands like Humboldt Farms and ISLAND that are purpose-driven cannabis brands with similar product offerings. Though both brands embody purpose and quality, Verte is the educator that provides answers to the questions of cannabis consumers. Verte also competes with cannabis brands that sell products other than joints, such as pipes, bongs, vaporizers, and edibles. Dosist is an example of a high-quality vaporizer that is recyclable and priced at $40, which is comparable to our $35 pre- roll packs. Kiva Confections, priced at $22, is a chocolate bar edible that prides itself on its artisanal quality. Products that are high-quality, environmentally conscious, and easy to use are our biggest competition. Mood Altering Products Coffee- Coffee indirectly competes with sativa because of its energy-boosting properties. Alcohol- In social situations, consumers might prefer alcoholic beverages over a hybrid. Melatonin- Consumers looking to sleep have the option of choosing melatonin over indica. Purpose-Driven Brands Purpose-driven brands that are authentic will strongly resonate with Millennial Corpsumers. For example, for every pair of shoes purchased, TOMS One for One program donates a pair of shoes to a child in need. Their social responsibility initiatives are well known for making strong, honest impact. Other companies like Guayaki Yerba Mate (tea) have received positive praise for their mission to steward and restore 200,000 acres of rainforest in Argentina, Paraguay, and Southern Brazil, while creating living-wage jobs for nearby residents. COMPETITIVE LANDSCAPE DIRECT COMPETITION INDIRECT COMPETITION Verte competes directly with pre-rolled joints and other forms of cannabis. Indirectly, Verte competes with mood changers and purpose-driven brands. DIRECT COMPETITION MOOD CHANGERS PURPOSE-DRIVEN BRANDS
- 11. Addition of retaillocations Entering the cannabis market at a time of growth Targeting Gen Z corpsumers as they become old enough to legally purchase recreational marijuana New knowledge and technology surrounding sustainability High-quality product Strong corporate social responsibility Honest reputation Good distribution networks Online Great knowledge on the Cannabis Industry SWOT STRENGTHS WEAKNESSES THREATSOPPORTUNITIES New laws/regulations on marijuana usage or advertising High expenses associated with environmentally friendly practices Negative perceptions and attitudes toward marijuana High pricing of products compared to some of our competitors Sold Online only Limited to recreational states Sustainability may not motivate all consumers to purchase Verte has many strengths and opportunities, such as our strong CSR and expanding recreational legalization. Although current regulations and social stigmas around marijuana challenge us, Verte knows there is nothing we can’t turn into an opportunity for success. 9
- 12. 10RESEARCH: METHOD To understandmillennials’ opinion of cannabis. To identify the reasons for marijuana usage from our target market. To understand why millennials care about transparent education. Determine how millennials respond and relate to purpose-driven companies. OBJECTIVES Analyze secondary research from journals and databases on recreational marijuana users. Collect survey information pertaining to consumption and purchase of recreational marijuana by millennials. Determine our target markets attitudes, motivations and values. Investigate ways attract, excite and retain loyal millennial customers. Brainstorm how partnerships will benefit our company and our consumers. STRATEGIES PRIMARY Conduct surveys of coed participants on their opinions and consumption of recreational marijuana. SECONDARY Utilize research databases including Nielson, Pew Research, Statista and other credible sources specifically on cannabis. Investigate consumer’s motivation to consume marijuana. Research methods of consumption of marijuana and the popularity associated with each form. Research the different desired effects of the different forms of consumption of marijuana. Identify trends in cannabis related companies, and purpose-driven companies.
- 13. The data showsthat millennials began consuming marijuana at a young age. This is important because it demonstrates that millennials are familiar and passionate about the product. The majority of our respondents said they spend more than $40 each cannabis purchase. We found that the reasoning for higher spending can be attributed to their RESEARCH: FINDINGS 86% Began smoking cannabis under the age of 21. 36% Use cannabis weekly. 26% Use cannabis daily. 58% Use cannabis in the evenings. 40% Spend over $40 on each cannabis purchase. 100% Smokes cannabis. Fun with Friends1 Stress Relief2 Sleep3 Make Activities more Interesting4 preference for high quality cannabis and inclination to buy cannabis in bulk. Joints and bongs were tied for the top ways to consume cannabis. Our pricing strategy and pre-rolled four packs reflects millennials’ purchase habits. CONSUMPTION OCCASION KEY TAKE-AWAYS ATTITUDES OPPORTUNITIES Our target audience of millennial consumers want to know what they are getting out of the brand and want to become loyal to companies that are honest and transparent about their products. Millennials are also do gooders and feel gooders, who want to help give back to the environment as it beneficial to society and themselves. Verte should capitalize on this opportunity to target to millennials and strengthen their knowledge and perception of our company. Through events and partnerships, millennials will feel and comprehend Verte’s authenticity and our drive and passion for our social missions. 11
- 14. TARGET MARKET: SEGMENTATION12 The term “corpsumer” was created by MWWPR to describe “the growing number of brand activists who care just as much about what a brand does as they do about its products” (Ad Week). Over one third of the adult population identify themselves as corpsumers, 28% of which are millennials. The millennial corpsumer has influencing power, willing to promote and advocate for brands that take a stand. This group values companies that have an honest interest in driving change. They’re activists and enthusiasts, fiercely loyal to the brands they believe in. MEET THE MILLENNIAL CORPSUMER The millennial corpsumer is 22-37, highly educated, tech savvy, and has major influencing power. MILLENNIAL CORPSUMER MILLENNIAL CORPSUMER + = Highly educated 75% Millennials are willing to pay extra for sustainable offerings 81% Millennials expect companies to make public declarations of their corporate citizenship 70% Millennials consider a company’s values when making a purchase 90% Millennials would switch to a brand associated with a cause 66% Millennials use social media to engage with CSR Have strong purchasing power 93% Corpsumers prefer companies that take a stand 89% Corpsumers are likely to share positive news about companies 80% Corpsumers are willing to pay more for products that promote a cause 70% Corpsumers would encourage others to buy from a brand with a strong reputation Corpsumers are Millennials Willing to pay more for purpose- driven brands Weigh personal values greater than personal benefits Influencers prone to sharing their thoughts and feelings about a product Expect brands to act on their claims Loyal to the brands they trust in
- 15. TARGET MARKET: SEGMENTATION13 Jack is from California. He is a recent college graduate, with a major in film production. He is passionate about film because it is a form of self-expression. Jack is also passionate about equal rights, and attends pride parades with friends. In his free time, he volunteers for a local nonprofit organization and participates in community sporting events. Jack is a strong advocate for marijuana legalization. He believes in cannabis’s healing and relaxing properties, as well as using it to benefit his creative work in film. Jack. Male. 22 Sarah lives in Massachusetts. She enjoys working in marketing, as to her, the industry is a perfect blend of practicality and creativity. Her free-time is limited, therefore she uses it to de-stress. Sarah’s sizable salary allows her to enjoy the finer things in life. A foodie at heart, Sarah is always eager to try new restaurants and high-quality wine. She finds other cultures very interesting, and has been fortunate to travel to many countries. Sarah uses cannabis to relax and enhance her life experiences. Sarah. Female. 27 THE ENTHUSIASTTHE ACTIVIST They’re purpose driven. They’re advocates that drive action for the causes they believe in. 75% Millennials believe a business needs to have a genuine purpose to be successful. They put their money where their mouth is. 75% Willing to pay extra for sustainable offerings and 80% of CorpSumers will pay more for companies that take a stand. Andrew lives in Michigan. He works as a manager at REI and loves the outdoors. Michigan’s recent legalization of cannabis inspired him to try it. He primarily smokes with friends at social events because it allows him to relax and enjoy the company. Andrew has has a relatively experimental approach to many aspects of his life, particularly when trying new products and traveling to unique locations. He mainly uses cannabis to enhance his life experiences. Jack. Male. 33 THE NOVICE They’re quality seekers. They’re aficionados with high standards who seek out the best products with finest ingredients. 50% Millennials believe the most important product attribute is quality. They value feedback. 67% Millennials believe they have a responsibility to share feedback with a brand about their experience. They’re researchers. They’re newbies in need of direction, eager to explore the unknown. 40% Millennials refer to online reviews and testimonials before purchasing a product. They’re bargain hunters 72% Millennials search for a discount before purchasing online.
- 16. STRATEGY: TRANSPARENT EDUCATION14 To the millennial corpsumer, knowledge is power, but if it’s not transparent, they don’t trust it. THE ACTIVIST PURPOSE-DRIVEN THE NOVIST KNOWLEDGE-SEEKER COMMONALITIES REPUTATION, PASSION, TRUTH, EXPRESSION TRANSPARENT EDUCATION CORE VALUES THE MILLENNIAL CORPSUMER MARKET SEGMENTATION VERTE STRATEGY MODEL THE ENTHUSIAST QUALITY-CONSCIOUS The strategy of transparent education is what sets us apart from the competition. Other cannabis brands advertise their design, quality, or mood- altering effects. Instead of choosing to promote physical attributes like our competitors, Verte is advertising a straight-forward, informative experience that our customers crave. What’s the essential truth about the Millennial Corpsumer? To the millennial corpsumer, knowledge is power, but if it’s not transparent, they don’t trust it. To the activist, Verte is the brand that transparently educates about how our company and customers can work to preserve the environment. To the enthusiast, Verte is the brand that transparently educates about how our quality and ingredients are superior. To the novice, Verte is the brand that transparently educates about how to choose cannabis products based on their preferences. Millennial Corpsumers are truth seekers and skeptics by nature which is why it is critical for Verte to be transparent with them. They know the difference between talk and action and can tell when a company is being authentic or disingenuous. For this reason, we chose to incorporate transparency while educating consumers. By presenting information clearly, deliberately, and honestly, we can gain the trust and loyalty of our customers. This highly-educated group is passionate about what is happening in the world around them and we want to be the industry thought-leader that facilitates the conversation.
- 17. TO THE MILLENNIALCORPSUMER VERTEis the GREENER CANNABIS that commits to ENVIRONMENTAL PERSONAL through WELL-BEING 15 & TRANSPARENT EDUCATION
- 18. CREATIVE: BLUEPRINT 16 ARTDIRECTION The main component is a tree made out of cannabis that corresponds to the joint advertised. This device of creating the tree out of cannabis can be transformed as Verte expands their product line. The background is a rolling paper, which proceeds to be rolled into a joint as copy appears along with Verte’s logo. HEADLINE The headline is consistent with Verte’s strategy of transparent education by stating what Verte is all about. These headlines explain our core message, allowing the viewer to still understand our mission should they not read into the body copy. CALL OUTS Each ad’s call-outs state the name of the joint featured, the strain, the consumption occasion, and sustainability practices. These call-outs demonstrate transparent education by informing the consumer on all aspects of Verte’s cannabis. TAGLINE The ad’s tagline further explain Verte’s sustainability practice to plant one tree for every joint purchased. Each tagline is tailored to the joint featured in that ad to emphasize Verte’s one for one program. GIFS All of Verte’s advertising is primarily online, allowing us to take advantage of the digital capabilities that resonate with our target consumer. Verte’s ads will be video gifs, sequences repeated 3 times, which allows us to educate our consumer without over whelming them.
- 19. CREATIVE: BLUEPRINT 17 Verte’screative execution implements our strategy of transparent education through its art direction and copy by teaching consumers about cannabis consumption, our particular joints and our mission to create a greener world.
- 20. CREATIVE: ONLINE VIDEO18 Verte will utilize Online Video through You Tube pre-roll ads and our own You Tube channel. Verte’s pre-roll ads will demonstrate transparent education by showing exactly what is going into our joints. As shown in the storyboard below, the short 10 second ad will demonstrate our one joint, one tree social responsibility. YOU TUBE PRE-ROLL STORYBOARD :00 :01 :02 :03 :06 :07 :09 :10 Ad begins with a pile of marijuana on a rolling paper. Two hands appear in the frame. They begin to shape the cannabis into a tree shape representative of that joint being sold- either a Pine Tree, an Oak Tree or a Palm Tree. The hand begins to roll the paper into a joint. They continue to roll up the joint. The Verte logo appears and the hand holds up the freshly rolled joint. Verte’s CSR “One Joint. One Tree.” appears, giving context to the ad and intriguing viewers to search Verte and learn more They proceed to write in the name of that joint along with a few of its properties and sustanability practices.
- 21. CREATIVE: DIGITAL 19 Tospread Verte’s presence Online, we will target consumers with Online banners. Consumers researching cannabis products will see these Online banners that highlight Verte’s greener cannabis and sustainability efforts. These ads will be located on other cannabis sites, allowing Verte to compete with other cannabis products that the consumer is searching for. Online banners are flexible, budget-friendly, and will certainly expose a large portion of our target audience to our product. Some websites that Verte will advertise on are High Times, Reddit Trees, and Eaze. ONLINE BANNERS :00 :04 :05 :00 :04 :05 720 X 300 240 X 400
- 22. 20 The only traditionalmedia that is legal for Marijuana advertising is OOH billboards, and Verte will use this medium to intrigue the interest of viewers. CREATIVE: OOH one speaking on behalf of the entire company, and the other honing in on a specific joint. The billboards will have a catchy headline that is five words or less about Verte’s mission to make the world more sustainable with its greener cannabis and one for one program. On the other side of the billboard there will be a tree made out of weed and the name of that corresponding joint. The Verte logo will be printed large. This advertisement will intrigue its audience’s interest to look up the brand in order to learn more about the meaning of the ads content. Verte will utilize OOH billboards in target markets to catch the attention of drivers. Billboards are the only form of traditional advertising media which is legal for marijuana advertising. Therefore, Verte must take advantage of this medium, as it is esentially the only accessible form of mass media capable of being utilized within their campaign. Since drive byers only have a few seconds to read the billboards, the message must be a short summarization of Verte’s mission and demonstrate the stragey of transparency. Each billboard will have two sides to it- HEADLINE COPY ALTERNATIVES “You Smoke. We Grow.” “Go Green with Greener Cannabis.” “We Turn Weed into Trees.” “Smoke Green. Live Green.” “One Joint, One Tree.”
- 23. 21 Twitter Promoted Tweetsand having a full-scale SEO campaign are extremely cost-effective methods for Verte to spread awareness of its brand online. For Verte, it would be ideal to focus on Google exclusively, as it is the most-used search engine by a longshot, especially so for our target market. We want our website to appear in as many search results as possible, so the goal for us is to set up keywords for as many cannabis and sustainability-related phrases as possible. “One Joint, One Tree” “Verte” “Green Cannabis” “Green Joints” “Green Marijuana” “Verte Joints” “Verte Cannabis” “Verte Marijuana” “Clean Cannabis” “Eco-friendly Joints” “Sustainable Brands” “Sustainable Joints” “Sustainable Marijuana” “Sustainable Compaies” “Sustainable Cannabis” SEO KEY WORDS SEOPROMOTED TWEETS DIGITAL MEDIA Using promoted tweets on Twitter allows us to maximize our exposure on the site, as it charges us based on tweet interaction, which gives us budget and creative flexibility pertaining to how we want our target audience to see our brand. Additionally, interaction with these promoted tweets overall among users of Twitter rise each year, so this is a perfect time for Verte to advertise on the site. These tweets will focus on our strategy of transparent education with tweets that educate consumers on our products, sustainability and cannabis in general.
- 24. On our VerteInstagram profile, we will have posts that educate the consumer on our products, that promote the “green” lifestyle, and that contain clips of our YouTube videos. Verte will utilize Instagram as a marketing platform to connect with consumers organically and transparently. All consumers who reach out to Verte through direct messaging will be promptly responded to within 24 hours concerning their comments or questions. Top hashtag: #dailydose 22SOCIAL MEDIA MARKETING INSTAGRAM FACEBOOK Micro-influencers are a relatively new concept, but investing even a small percentage of our media budget on them will greatly expand Verte’s presence on social media. The Verte Facebook page will promote our #dailydose movement. It will contain links to our YouTube videos which can be played on the Facebook website natively, thus expanding our YouTube influence. We promote our own events through Facebook groups and Facebook pages that we invite consumers to like and engage with. INFLUENCERS Verte will utilize micro-influencers to efficiently spread our reach among our millennial corpsumer demographic. These influencers will reflect our target market, and this technique will be an inexpensive way to authentically spread awareness of our brand on the social network. Our plan is set up so that there would be 5 unique Instagram influencers with over 10,000 followers in each of our primary markets promoting our brand. MEGEAN WELDON REACH: 49.8K ELLIOT GRAFTON REACH: 14.5K ERIN PATON REACH: 41.2K SUTA RAHADY REACH: 23.2K ASHA TREGEAR REACH: 14.2K
- 25. 23SOCIAL MEDIA MARKETING Vertewill have a YouTube channel focused on educating consumers on our company and the cannabis industry as a whole. The YouTube channel’s talk series “Cannabis Candid” will be similar to Ted Talks where experts in the cannabis industry speak about cannabis products, companies, and trends. These experts will include CEOS from top cannabis companies, farmers, doctors, manufacturers, and current users. One episode of Cannabis Candid will air every week, each focusing on a different topic. Episode 1. Verte the Greener Cannabis Company. Who we are and what we do. This episode will contain information about our products, process, and social responsibility mission. Episode 2. Sativa, Indica, or Hybrid? Which strain is best for you? This episode will contain the health effects and consumption occasion associated with each strain. Episode 3. CBD Versus THC. This episode will explain the difference between CBD and THC. Episode 5. Joints, Pipe, Bong, or Edible? Pros and cons of each. This episode will explain the different methods of consumption and the pros and cons associated with them. Episode 4. Cannabis Trends This episode will explore the latest cannabis trends and why they are gaining traction. Episode 6: Invest For Success. This episode will list the top cannabis stocks and why consumers are investing in the industry. CANNABIS CANDID
- 26. 24 Sierra Club isan organization that has been around for over 96 years. They have over 3.5 million members who support and value what the organization stands for. Sierra Club fights to protect and solve a variety of different challenges including the issue of climate change, the importance and significance of natural beauty and our wild creatures, as well as, people and justice. Verte will attend music festivals as a sponsor including Coachella, Outside Lands, Electric Daisy Carnival, and Sasquatch partnering with Sierra Club to create awareness and buzz about our company and our prominent environmental partner. During the concerts, attendees will be able to Through Sponsorships, Verte will be able to generate media coverage, increase brand recognition and attract our target market at these specific music festivals. FESTIVAL SPONSORSHIPS experience our green area, called “The Tree House,” where there will be information about how our cannabis is grown and packaged. We will also have information about the benefits of each of our different products so that our consumers can be informed for their next purchase. There will be an interactive personal quiz at the tent, leaving our consumers with the type of tree that is most similar to them between Oak, Pine and Palm, our 3 trees that we plant at Verte. This will create awareness about our various tree joints through a fun interactive quiz. Verte will invite our influencers to attend the festivals to post about our popup.
- 27. 25PARTNERSHIPS Tree People isan organization that inspires and motivates citizens to come together to plant and care for the trees in Los Angeles. Tree People connects communities by growing a greener and more-water secure city at homes, schools and neighborhoods. Tree people was created over 40 years ago, and has involved over 3 million people in planting and caring for more than 3 million trees. Verte partners with Tree People to bring awareness of the importance of planting trees and protecting them. Our social mission of ‘One Joint, One Tree’ aligns with Tree People’s goals in planting and providing more trees for our environment. Through our partnership, we will hold a limited edition joint called the “Sycamore Social” that will be available for our consumers who are enthusiastic about a greener world to enjoy our product while making a difference. For each package of Sycamore Social bought, half of the proceeds will be donated to the organization. This limited edition will be available from February to April. Partnerships will be beneficial for both Verte and the organizations as it has the ability to bring more awareness, increase customer loyalty and gain new customers. WWF is the world’s leading conservation organization, with work in over 100 countries and 5 million members globally. WWF has a strong presence in the conservation field finding solutions to people and nature’s needs. Leonardo Dicaprio, Gisele Bundchen and Christian Bale are 3 among many who support and communicate WWF and its needs. Earth Day is a globally celebrated day in over 193 countries. Verte is partnering with WWF on Earth day to celebrate this holiday. An event on Earth day will teach Verte’s consumers more about Earth Day, and how they can help the Earth through our products. By partnering with WWF, people can learn from one of the top environmental organizations in the world about our current global issues. At the event, Verte and WWF will pair up in Los Angeles, CA with other companies passionate and striving to better the environment including Lush Cosmetics, Patagonia and Tesla. All of the companies will have a booth to inform how their company helps the environment and to teach attendees how they can contribute to making a greener globe. Verte’s tent will include pamphlets about our products and employers to elaborate in detail about the product and answer any questions. Ipad’s will be set up at the booth to facilitate easy online purchases of our joints. There will also be a trivia game at the booth, quizzing our consumers on their knowledge of environmental facts, leaving consumers with either water bottle or cloth bag if they answer correctly. Lastly, we will have cannabis experts from our Cannabis Candid talk series as guest speakers to inform our consumers about different aspects of the cannabis industry.
- 28. PROMOTION Rewarding our customersthrough exciting promotions will increase engagement on social media and motivation to make purchases. PROMOTION 26 Verte recommends using promotion to engage and excite our consumers to come forward and share their “going green” experiences by being rewarded with “getting green”. Through instagram, consumers will be able to post pictures of them helping the environment in someway with our hashtag #gogreengetgreen. Consumers will be rewarded with their actions by receiving 15% off on their next Verte purchase. This promotion will create media buzz through social media and allow our consumers to interact with the company through a fun and competitive way. GO GREEN GET GREEN TRIP GIVEAWAY Through our partnership with Sierra Club, Verte will hold a free giveaway trip through Sierra Club’s environmental service trip to Alaska. While on the Verte website, consumers will be automatically added to the contest when they sign up on our subscription list. The winner will be notified through email about their upcoming free trip. Through email marketing and giveaways, this will allow consumers to be more motivated to sign up and become loyal members of Verte through an exciting free trip.
- 29. GUERRILLA MARKETING Our GuerrillaMarketing is an effective marketing tactic through showing Verte’s values and missions in a creative and unique way. 27 Verte recommends using Guerilla marketing to advertise our company in a different and unique way. Strategically placed in 10 of our primary market cities and held 10 out of the 12 months. Cities will experience our guerilla marketing at different times but each city will have it occur no more than two months. Guerilla marketing gives our company a distinctive advantage through creativity and virality. Verte will utilize this method through outdoor guerilla marketing, allowing more people to witness our advertising when it is outside on the street. Verte will exhibit their originality by creating a tree mural on the outside walls of prominent streets in our 10 market cities. This tree mural will ultimately be explained as a story, starting off as a marijuana leaf (our company) and how it is gradually turned into a big tree. Each couple of weeks, the tree will grow more into the final presentation. This allows people who are walking outside each day to witness our mural and become curious as to what it will be as they see it continue to grow into something bigger. This mural connects to Verte’s idea how marijuana can lead and grow into something like a tree. This will also show our consumers that through a purchase of a joint, a tree will soon be planted and grown through your actions. SAN FRANCISCO’S WEEK 1 VERMONT’S WEEK 4 TREE MURALS
- 30. MEDIA: PLAN 28 STRATEGY OBJECTIVESSTRATEGIES Introduce Verte to cannabis consumers in the ten legal states. Create an online “funnel” via social media and online banners that directs cannabis consumers to our Verte website and YouTube page. Gain Verte’s market share by 10% among American recreational cannabis brands. Establish a brand presence on both digital and traditional media, working around legal restrictions. Partner with environmental organizations and music festivals to ef- fectively target millennial corpsumers. Develop a continuous media plan that pulses during key holiday months when cannabis sales are higher. Usew guerilla marketing techniques and microinfluencers to increase interactivity with the Verte brand. PRIMARY MARKETS SECONDARY MARKETS TEST MARKETS San Francisco-Oakland-San Jose (CA), Los Angeles (CA), Las Vegas (NV), Seattle-Tacoma (WA), Portland (OR), Washington D.C., Denver (CO), Boston (MA), Burlington (Vermont), Portland (Maine), Anchorage (AL) Spokane (Washington), Eugene (Oregon), Sacramento (CA), San Diego (CA) Detroit (MI), Grand Rapids (MI)
- 31. MEDIA: FLOWCHART ONLINE BANNERS JANFEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC COST % BUDGET SOCIAL MEDIA ONLINE VIDEO SPONSORSHIPS PARTNERSHIPS SEO OOH BILLBOARDS GUERRILLA MARKETING Twitter: Promoted Tweet You Tube: Pre-roll Online Banners Electric Daisy Festival: NV Coachella: CA Outside Lands: CA Sasquatch: CA Sierra Club: ORG WWF: ORG Tree People: ORG Google: Pay Per Click Primary Markets Secondary Markets Test Markets Tree Murals TOTAL: $1,000,000 10.0% $1,000,000 10.0% $1,360,000 13.6 $1,360,000 13.6% $1,000,000 10.0% $1,000,000 10.0% $700,000 7.0% $215,000 2.2% $100,000 1.0% $210,000 2.1% $175,000 1.8% $400,000 4.0% $0 0% $300,000 3.0% $100,000 1.0% $240,000 2.4% $4,950,000 49.5% $600,000 6.0% $3,550,000 35.5% $800,000 8.0% $10,000,000 100% $240,000 2.4% 29 Facebook: Owned Media $0 0% Instagram: Owned Media $0 0% $100,000 1.0% 2019 MONTHS $100,000 1.0% Promotion You Tube Channel $0 0% $250,000 2.5% Go Green, Get Green Social Media Influencers Sierra Club Giveaway $0 0% $250,000 2.5% $0 0%
- 32. MEDIA: RATIONALE 30 SOCIALMEDIA. $1,000,000 ONLINE VIDEO. $1,350,000 ONLINE BANNERS. $1,000,000 SPONSPORSHIPS. $700,000 PARTNERSHIPS . $400,000 SEO. $240,000 OOH BILLBOARDS. $4,950,000 GUERRILLA MARKETING. $110,000 PROMOTIONS. $250,000 Based on the average cost of a high-end billboard in a large market (usually ~$10k per month), we were able to develop a plan that contains at least 5 billboards each in a total of 17 different DMA’s that have legal recreational cannabis. This bold approach to traditional media ensures that our voice can be heard in an offline manner, and effectively work in conjunction with our digital ads to stay in our target consumers’ minds as much as possible. Promoted Tweets :10 You Tube Pre-Roll Video Music Festivals WWF, Sierra Club, The Tree People Google Digital Banners 720X300 and 240X400 Tree Murral You Tube Channel 17 Direct Market Areas Taking up just a small portion of our budget, we will be able to craft a plethora of insightful YouTube videos on our Verte channel. Also, we will have an Instagram-only campaign in which 5 unique micro-influencers in each of our 11 primary markets make a post about our Verte brand weekly for the entire year of 2019. Lastly, we will hold a couple of contests to increase brand interactivity on our social platforms. By using Twitter’s promoted Tweets in conjunction with our owned media profiles on Instagram and Facebook, we will be able to direct our target audience to our Verte website and YouTube channel effectively. Through Twitter’s promoted tweets program, we will be charged only for each interaction with our tweets, therefore allowing us to maximize the impressions we get with our budget. For a low cost, partnering with the biggest music festivals in legal states will give us superb exposure to our target audience. Electric Daisy Carnival, Coachella, Outside Lands, and Sasquatch all have thousands of people attending their festivals every year, and with a majority of music festival-goers being in our target market, we can be sure to form connections between many people and the Verte brand. By launching a full-scale, year-round SEO campaign, we can greatly improve our website’s position on Google searches among people searching for things revolving around all things cannabis, sustainability, and Verte. We will be able to track this campaign’s effectiveness quantitatively through Google Analytics. Our YouTube pre-rolls will educate cannabis consumers on our product in a 10-second timeframe. Because we will be flighting this campaign during the months where cannabis sales are higher (such as in February-April), we will be able to stand out among other cannabis brands with our unique videos during this crucial time when consumers are more likely to buy cannabis. Therefore, there is a higher chance that potential consumers move further down the purchasing funnel in these months compared to others. To spread out Verte’s presence online, we can target consumers on a variety of different websites with online banners. Consumers researching cannabis products that they would potentially want to buy would see these online banners highlighting Verte’s sustainability, and therefore automatically enable us to compete with other cannabis products in every consumer’s mind. Online banners are flexible, budget-friendly, and will certainly expose a large portion of our target audience to our product. To emphasize Verte’s passion and mission for a greener world, we partnered with Sierra Club, WWF and Tree People. Our partnership with these organizations will benefit both our company and the non - profit because it will increase brand awareness, funding, media coverage and consumer’s recognition of Verte corporate social responsibility. All three of these organizations fight to protect the environment in various ways through events, petitions, discussions and volunteering. We will use Guerrilla Marketing in 10 of our primary market cities for 10 out of the 12 months in the year. Equally divided, each city will have a specific budget to work on their tree mural over the duration of 1 full month.
- 33. EVALUATION 31 CALCULATING OUR GREENSCORE QUALITATIVE METHODS Active monitoring of comments on our YouTube videos and social media posts. Conduct focus groups for cannabis enthusiasts that test their perception of the Verte brand. Keep track of common questions and concerns of consumers via our support tab on our Verte website. Monitoring tweets and posts by social media users that use our hashtags. (#dailydose, #greenercannabis, and #jointcause) Page Views-to-Order Ratio on our website Social Media Shares Views on YouTube videos Entries in our “Go Green, Get Green” Campaign and our Interactive Tree Quiz Engagement and impressions of each of our Instagram micro-influencers Amount of followers gained on our online accounts Tracking SEO and Online Banner campaigns via Google Analytic QUANITATIVE METHODS
- 34. VERTE BIOS 32 Austinis our Chief Media Planner and Buyer from Scottsdale, AZ. He is a double major in Advertising (Digital Media Strategy) and Markets & Culture. Austin has experience conducting media plans for political campaigns, music festivals, and more. He is a resilient worker who is always able to go above and beyond for his clients. Avery is our Creative Director from Coto de Caza, California. She is a double major in Creative Advertising and Marketing. She hopes to combine both degrees in a career that allows her to think both creatively and strategically. Her creative thinking and ability to understand the bigger picture contributed to Verte’s business ideation and creative communications. Lindsay is the PR and Promotion Coordinator from Chicago, IL. She is an Advertising major with a minor in Sociology, expanding her knowledge of digital media while reinforcing her passion and experience with philanthropies and non- profits. This unique combination allows her to create and execute meaningful and successful philanthropic partnerships, promotions, marketing and events for Verte. AVERY LEWIS LINDSAY HACKETT Isabelle is our Chief Account Executive from Newport Beach, California. Her creative mindset and communicative nature prompted her focus in branding and strategy. She is an innovator and forward- thinker, willing to challenge the status quo to create positive growth. ISABELLE EKELAUSTIN INGLETT Verte’s team is an awesome group of super stars ready to take on ther advertising careers!
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- 36.