B2C New Promotional Plan and Marketing Materials for Product Launch to New Markets

As a B2C company, we have a primary focus of creating cannabis-root-infused lifestyle products for our consumers. Our initial product line focused on balms and lotions, but we will quickly be adding new product to ensure the benefits of our products make it into the type of products people less likely to try cannabis products, already use every day (teas, honey, etc). When we created our original product offering, we had a consumer in mind and marketed accordingly. We believe our market has room to expand significantly and we need help proving this. We already have an idea of who we need to go after, and are working with another class to ensure our assumptions are justified. This research will position us to not only properly position our existing products to appeal to the stores and customers we want to serve, but also to understand future opportunities to attract and serve audiences we didn't consider. At that time, we will need to ensure our sales and marketing materials are a good fit for the new audiences, without diluting our brand. Here's some history surrounding our newest lifestyle pillar, and what potential it holds: We are looking to work with students to identify new opportunities to achieve our business goals as they relate to our lifestyle cannabis pillar. Unlike our other pillars, which are greatly restricted by cannabis marketing and advertising legislation, our lifestyle pillar uses cannabis roots to create balms and lotions capable of addressing a wide variety of health and wellness needs, and we are legally allowed to sell, advertise and speak openly about the benefits of our cannabis roots products. The brand is called Stigma Roots and the (very) preliminary website can be seen here: www.StigmaRoots.ca The competitive landscape for cannabis-infused topical creams is sparse; with most focused on cannabis creams that contain high percentages of cannabinoids like CBD and THC — restricting sales to cannabis retail shops and making advertising very difficult. However, this will change very quickly when LPs realize there's a revenue stream opportunity for their root waste. Fortunately, when it comes to the root-based products, only those with access to large amounts of legal cannabis roots will be able to copy our approach and recipes, and by the time they get their facility up and running, we will already be known by the entire province of Alberta. The reason I can confidently say that our brand will be known across Alberta (and potentially all of Canada) is because we have committed to a seven-figure traditional media spend across the province starting in March of 2020 that will stretch into 2022. Our goal is to capitalize on our Alberta-branding and first-to-market head-start to establish ourselves as clear leaders in the industry long before anyone else comes to the table. We will be selling through third-party retail locations exclusively in the first year - so our messaging will be educational in nature before driving to a retailer near them. We will likely stick to Alberta for the first 6 months. We have already begun to discuss this in-house, but nothing has been decided and everything, ESPECIALLY how general messaging and website UX needs to adjust to cater to unique audiences and new product offerings (without losing site of the overall brand), will be up for discussion as part of this marketing plan. We are open to feedback about areas of focus, as we would like our assigned person or team to preform a comprehensive analysis of our business. We have shared a few high priority goals and desired benefits below to help guide you: - Please describe the problems/opportunities you would like students to address with this project First of all, we have no problems here; only opportunities to grow! Our current opportunity revolves around attracting new customer markets and brand ambassadors for our products, and we will be advertising on a mass scale to both big, urban areas (Edmonton, Calgary) as well as the smaller, rural municipalities (Hinton, Sundre, Okotoks) Here's some of the specifics surrounding this project, and how you can provide specific suppport. : Providing marketing materials to cater to all identified customer profiles: We can provide the audience groups we currently focus on, and their product preferences. We are looking for help creating messaging and campaign assets designed to attract, inform and convert sales. CRM Messaging/Emails: Help support the path to purchase that guides our customers to the retailers of their choice. What can we provide as sales and marketing support that will drive sales and make it easier for retailers to bring our products onto their shelves, with an understanding of the brand support we are bringing to the table to drive return and new business to their store? We currently have a newsletter that touches on all of our brands - do you think we need to separate this one? Why? In-Store POS Display and Shelf Staging: We believe that these products will be an easy sell, but as a new product, attracting eyes and supporting the in-store sales team with materials that will make it easy to understand and accept our health and benefit claims would give us a huge advantage. CONSIDER: Different types of audiences will be shopping in different types of stores, so finding a way to connect to a few "types" of stores (seniors shopping beauty products, patients shopping for relief, cannabis enthusiasts shopping in a head shop, medical professionals, athletes, etc) Creative promotional strategies: If we manage to introduce our brand using traditional, 'spray and pray' messaging (national digital and radio ads), then where would new audiences most likely see us next — or even better, where would they like to hear about us to help them trust us enough to visit the website or go directly to a store? Researching potential partners and channels: Any opportunity for audience growth by identifying likeminded groups with messaging that aligns with or complements our own will be considered. How can we connect our message to one that already has a huge following? Any chance to piggy back someone else's momentum, that can be accomplished by connecting our message and creative, would be considered a big win! Social Media and Digital Asset Recommendations: What should we promote on social media (paid and organic) to drive interest and sales conversions? What should our website have added or changed to ensure the flow from other websites to ours is smooth and integrated? - Please describe the benefits (for your customers and/or organization) that you hope to achieve with this project We believe strongly that our products can help those in need. We are passionate about plant medicine and frustrated by the stigmas and misconceptions that have kept the healing power of cannabis from those who could benefit from its power, without the negative side-effects that plague so many alternatives. However, let us not fool you into thinking that our sole mission is to bring healing to the masses. We are a publicly traded business that is looking to establish a name for ourselves across multiple pillars of cannabis industry. We are in this to win this and sales are the sole determining factor for success. Our goal is to complement a massive media buy and savvy e-commerce platform with a marketing strategy that shows our suitability to service this new, emerging demographic of cannabis newcomers who would likely never set foot in a pot shop, but who will greatly benefit from our products. Successful outcomes includes an integrated approach to marketing materials (digital and traditional) that considers unique audiences, over-arching brand and competitive messaging, and takes them from first point of introduction, to final sale. Website messaging and assets Email Communications (support for retailers) In-Store POS and Staging Social Media Assets/Messaging/Ads Radio Ad Scripts Traditional and Digital Ad Campaign Creative Campaigns (concepts or executed assets) Any PR/Guerrilla/Experiential/Grass Roots ideas to help connect our brand to Alberta, capture attention or differentiate ourselves from alternatives.

Market Disrupter Entry Strategy

We are looking to gain a better understanding of our target market to ensure we are positioning ourselves in the right segment, offering effective benefits, and creating the best marketing messages.  To accomplish this, you could focus on providing: A complete analysis of our current offerings, our target market, and the positioning of our brand. Conducting empirical interviews and/or questionnaires for feedback on our brand, product, service, etc. Executing further market research to develop a comprehensive report of our target market. Breakdown of safety training courses in our market space and projected demand for each course across the market as a whole We will provide you with access to organizational assets that support the project, including personnel, marketing strategies, marketing, and sales collateral, etc. We hope to gain a comprehensive understanding of our target market and how we can better satisfy their needs. We would like recommendations on how to improve our positioning, brand, and products to better suit the market.  We are looking to prioritize our program development strategy in order to bring this disruptive product successfully into the market space.