Project Overview:

We love helping local businesses punch above their weight. Especially an independent cannabis retailer competing against a tide of national retailers with a lot bigger budgets. To play in this arena and succeed, we would need to work smarter, be agile and really showcase what Moderna does better than anyone else - customer service. Targeting both the connoisseur and the curious, Moderna’s staff truly know their stuff, but they also pride themselves on providing down-to-earth, approachable advice for anyone looking to navigate the cannabis space. They already had a loyal local audience - to know Moderna is to love them - we just needed to help make a few new intros. To do so, we prepared a marketing strategy that would engage a local audience beyond the usual pot shoppers. Moderna just so happens to be positioned right in the middle of Westman Village. It’s also part of a buzzing suburban community with a plethora of shops and restaurants. Our strategy looked to engage both a mature market of cannabis-curious shoppers as well as the local community of shop workers - and to increase sales amongst their established clientele. With this in mind, we ramped up and tidied up their digital touchpoints with a new social media strategy, loyalty program, newsletter, and content strategy. We helped to launch their home delivery program and created a high-impact bus bench campaign in the surrounding areas. We took the established brand mark and ran with the art deco up, market vibe, but we looked to contrast the aesthetic with a tongue-in-cheek, playful, down-to-earth tone of voice. And it’s working. Since kicking off the campaign, Moderna has seen its social media engagement and follower count grow and they’ve had footfall increase into the store with average basket size steadily on the rise. All while other cannabis retailers have been seriously feeling the pinch.

Project Details: