Complete Marketing Strategy

A marketing strategy is high level and connected to brand and organization imperatives. It's the overall battle plan, whereas marketing execution plans are the smaller, tactical operations that help achieve specific deliverables within the battle plan.

A marketing strategy holds the series of key engagement imperatives and marketing messages across primary market segments against key business objectives, over the medium to long term. The marketing strategy is the conduit between business operations, products and services, and the engagement and connection with your brand and customer channel.

DELIVERABLES:

Competitive Analysis - (PDF & POWERPOINT)

• We will review the core competitors in your space
• Develop a quick SWOT Snapshot
• Take an in-depth dive on two of your main competitors
  • Strengths, weaknesses
• List brand differentiators
• Provide recommendations on areas where brand wins
• Provide a market outlook

Target Market Persona Definition - (PDF/POWERPOINT)

• We will review your core market and identify challenges and opportunities for your brand and products

Marketing Strategy - (PDF/WORD/POWERPOINT)

• Here we tailor our recommendations for your unique target market and products. We use the competitive and market research to define the messages and campaigns/marketing approaches. We will recommend the type of focus needed (on what area and when) on 'streams' of marketing - whether it be engagement-led (storytelling), brand awareness or product information (on-demand marketing)
  • This strategy will include:
    • Market personas, customer journeys and touch points
    • Key points from the competitive analysis completed
    • Complete product offering with descriptions
    • Market issues trends
    • SWOT Analysis
    • Strategy recommendations to include high level tactics
    • Marketing channels with key high-level activity including campaign points, will be identified via a series of briefs.
      • Briefs will be delivered once a final set of project initiatives are finalized. Briefs include specific deliverables for each campaign/project
      • Specific ROI/Analytics - Establishment of KPIs and analytics to be used throughout the life of the strategy

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Concept Statement

The first place to begin if you sell flower/concentrate/edibles or white label your brand, is to answer the question - Why would someone choose your flower/concentrate/edible over another in a dispensary or delivery environment? That is a tough question to answer.

Some marketing consultants/team members may tell you that a concept statement is really the executive summary of your business plan and that you should jump right into a big commitment of a full strategy. Basically - “Dive right in”. But Wharton management professor Ian MacMillan, (knowledge @wharton podcast) claims the concept statement is the most important place to start as , “You might get word back from the various stakeholders — like potential customers or distributors — that this really wasn’t such a good idea after all. That saves you the energy and effort of putting together a big business plan.” This saves you money in case you have to pivot and change from your original model.

DELIVERABLE - (WORD/PDF)

• What market need are you actually meeting? Again, what makes you unique or different from others in the marketplace?
• What your product descriptions are and how they fit that need
• What are the resources you need to do get the business going
• Your risks and your own risk tolerance
• A quick and concise budget/ask/profitability point

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Customer Journey/Personas Analysis

DELIVERABLE:

Target Market Persona Definition - (PDF/POWERPOINT)

•   We will review your core market and identify challenges and opportunities for your brand and products

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Channel Strategy Development

Already have a marketing plan in place but looking to develop new channels to market to? We can review your product portfolio and develop fresh and new ways to market and sell your product. We recently developed a Dispensary Marketing Kit to help a significant Cannabis brand penetrate the industry through Dispensary Owners and Bud Tenders. Let us come up with creative and innovative ways to help your business.++Please note that this cost is for channel strategy ONLY. 

This strategy may include:

• Market personas, customer journeys and touch points
• Competitive Analysis Snapshot
• Definition of product offering with descriptions
• Market issues and trends
• SWOT Analysis Snapshot
• Strategy recommendations to include high - level tactics

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Competitive Analysis

DELIVERABLE: (PDF & POWERPOINT)

• We will review the core competitors in your space
• Develop a quick SWOT Snapshot
• Take an in-depth dive on two of your main competitors
• Strengths, weaknesses
• List brand differentiator
• Provide recommendations on areas where brand wins
• Provide a market outlook

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Business Development

Rent one of our marketing strategists as your Chief Marketing Officer to provide guidance on naming conventions, URL lookups, trademarks and the other pieces to help you get started on a full marketing strategy plan. This package contains roughly five hours of time to discuss your overall business needs.

This package can be repurchased as needed.

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Marketing Execution Plan

Business and marketing plans are usually an overview of who, what, when, where, why and how of general operations. They may include several unrelated strategies and goals. Execution plans are more explicit with details about specific actions to be taken at specific times by specific people. This way, anyone reading the plan can understand and interpret the required steps.

++Please note that this cost is for marketing strategy ONLY. 

DELIVERABLE:

• Outline of strategy - PDF/Word
• Execution Calendar for 6 months to one year depending on engagement - XLS/PDF
  • Strategies will be broken down from the briefs and into a calendar for weekly and monthly viewing.
    • Campaigns may include
      • Social Media
      • Digital marketing
      • Traditional marketing to include website, email, print
      • Packaging

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We can create a custom packages with a mix of the following marketing assets:

• Websites
• Logos
• SEO
• Facebook/Instagram/Twitter Campaigns
• Listening Strategies
• Email campaigns
• Public Relations
• Data Collection
• Shopify Site

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Pricing