Tag: Portfolio

Portfolio – Viral Marketing For Dispensaries 2021

  • How we bypassed social media and Google censorship to start a viral marketing campaign for a dispensary in Toronto

Getting Started

The MJJ business is lucrative, but a hard business to get into.

There are many hoops you have to jump through to get a license. As of 2020 you must have at least $250,000 in the bank, and you must be prepared to lease a store for 6 months before you open. And in fact, there is no guarantee that you will get the license. In those 6 months, you have to be prepared to pass several inspections, hire staff, have your store ready for business and be able to start, with a minimum first order of $150,000.

 

Cannsell Training

We came on board Good Cookie when it was already launched. We had to learn the process of opening a store and had to go through our Cann Sell training. I think it is also wise to go through management training which teaches you how to operate the store. Though that was on our task list our first priority was Marketing.

Cannsell is really valuable because it outlines the advertising restrictions for dispensaries put in place by the government. It emphasizes the minimum 19 years of age policy, the limitations budtenders have in talking about dispensaries and it clearly outlines the penalties which can range from steep fines to suspended license to outright cancellation.

Cansell provides excellent training and guidelines that all marketing should follow. The use of mascots and the product are prohibited as are names that allude to or promote smoking MJJ.

Starting up a MJJ Business

We had to figure out how to get around the laws, government restrictions as well as social media policies so as not to trigger them and risk being banned. 

We determined that the best marketing strategy is to educate the community and that is where the “We Are Not a Bakery” slogan originated.

I call it the trigger word. 

Anyone reading the trigger asks questions, thus buying the ad more time in the consumer’s mind. 

The second educational piece  elaborates on the trigger,  “You Must Be 19 to Visit.” The combination of perfect trigger words will encourage the person to click and find out more. It’s like a teaser trailer for a movie. 

“Of course, we’re not a bakery, we’re a… and of course, you must be 19 to visit a dispensary”

Keyword Adaptive Advertising Strategy

The internet is a visual experience but under the hood, it is made up of codes and keywords that are perfectly crafted to try and reach number 1 when you Google it

  • We researched the psychology of Rouge Valley and by finding 10 keywords people search for.
  • We took the time to understand that the community includes the University of Toronto and York University and a diverse demographic with many pockets of immigrants. 

Keyword Research (online ads)

The keywords below are based on Google Trends. This is what people are looking for when it comes to Rouge Valley and surrounding areas. These words can be used in  Facebook ads, Instagram Ads, on YouTube, and in our content strategy to rank on Google search.

  1. Scarborough (news)
  2. Rouge Hill
  3. Wall-Mart
  4. University of Toronto Scarborough
  5. Scarborough bluffs Toronto
  6. Toronto Zoo
  7. Pickering
  8. Dispensary near me
  9. Weed dispensary Toronto
  10. Weed maps Toronto
  11. Weed delivery Toronto same day
  12.  Same day weed delivery Toronto
  13.  Home Depot Morningside
  14. CIBC Morningside

Targeted advertising 

We created multiple psychological profiles to target multiple demographics on Facebook and Instagram. The goal is to invest a little in all of them, see which ones are performing best, and then reallocate the money into profiles that work.

The psychological profiles we targeted were people who are interested in Black Lives Matter because it was a trending topic and University Students. 

We launched an ad that redirects viewers to a landing page (nicknamed, the Dwarf). 

  • The website is very basic, it features a form to register for the campaign, directions to the store and a link back to the dispensary’s main website (nicknamed, Snowhite) 

Below are the results

  • We spent $1,420 on advertisement in September
  • We reached 116,993.00 views on Facebook
  • About 23,847 daily views
     
  • 5,597 users clicked through on both Snowhite and the Dwarf websites
  • That’s .01 cent per view
  • An average of 111 daily users
  • About 10 to 15 cents per click
     
  • The daily visitors went up from 68 daily users to 198 when we launched the Pnk Ksh
  • When we added links for users to go back from Dwarf to Snowwhite that number went from 198 to 415 daily views
  • Recorded an increase in foot traffic of 59.90%
  • We collected about 6.13 Emails per day
     
  • That number went up to 9.29 per day when we launched the Pnk Ksh campaign
  • Increased in-store visits from 84 to 146 people per day

Setup your viral marketing strategy today. Click to schedule a Creative Meetup 

 

Portfolio – 91 Pictures 10 Years of R & D

I’m a bilingual business developer with over 5 years of experience implementing strategies to improve the results and impact of organizations. These have included improvements in areas such as: customer service, web development, social media, advertising, sales and design.

This experience has ranged from startups to Fortune 500 companies. My analysis and evaluation skills allow me to accurately pinpoint the source of your organization’s challenges and implement effective solutions to help your business reach its full potential.

My ability to cultivate and secure strategic partnerships has resulted in a number of innovative collaborations with a diverse range of businesses as well as government and community organizations.

We build organically from the foundation up; a tree grows its roots as deep as it needs to be tall.

Creative Process:

  • We use a modified version of the Business Canvas Model and Design Thinking work process in order to approach your project like a movie.
  • We design a timeline that combines thumbnails and script to walk us through the launch process and keep it operating effectively.
  • An Agile-based work philosophy that allows us to manage multiple projects, collaborate with multiple teams and accommodate different, budgets workflows and project needs.

1 Percent execution

  • We waste time executing without measure or a plan in place
  • Without a plan, we never find out where to make adjustments
  • As a result, we end up spinning multiple plates that end up crashing
  • create a solid plan, test it, make adjustments and eventually, the plan will execute itself

Design starts with business development

  • The designs below are a result of planning
  • Because we can plan we can take 1 single design and apply it to one single ongoing story

 

Enjoy

 

Free Geek Toronto

 

Tasks 

  • Research and development
  • Marketing strategy 
  • Web development

results

  • Increase in sales
  • Concise branding strategy
  • results increased reach

 

FMiMBranding logo

Tasks 

  • Create a logo that shows collaboration
  • Something that showcases the initials of the organization
  • And captures the organization’s creation philosophy 

Result

  • FMiMBranding Eden Tree logo
  • Designed to keep the organization’s initials
  • Initials are in collaboration with each other
  • From the foundation up 

 

#FollowTheYellowBrickRoad for The Annex Art Party

Tasks 

  • Create a viral marketing strategy
  • Bring Awareness to a brand
  • What is the story here?
  • Make the target market be part of the experience

Results 

  • Target market enjoyed the story
  • Wanted to be part of the experience
  • The Annex Art Party 2 was sold out
  • We had a full house all day long with multiple rushes
  • The bar sold out

 

Foxx Tail Concept Art

Tasks

  • Foxx Tail 
  • Comfortable underwear for women
  • Create a logo that reflects a fox, tail, and a women

Results

  • Used the concept of sacred geometry 
  • Create a logo that reflects a woman’s head with a tail
  • Create a logo that reflects a fox

 

CUTO Creative Unicrons of Toronto  logo

Tasks

  • Creative Unicorns of Toronto
  • Create a Unicorn in charge despite all odds
  • Needs to have energy and explosion
  • Keep it art

Results

  • Used the concept of origami
  • Used the concept of sacred geometry
  • Created a Unicorn in charge built from triangle

 

Accent Brazil

Tasks

  • Increase brand awareness online
  • Increase sales
  • Make the website more relevant on Google

Results

  • Simplified brand’s message
  • Worked with a photographer to capture brand’s message
  • Tailored it to the client’s needs
  • designed a website that serves clients within 2 clicks or less
  • Learn Portuguese as fast as possible
  • redesigned the website’s infrastructure
  • Infrastructure was designed to serve as an assistant
  • funneling different layers of students based on their needs
  • added a membership area to manage
  • designed a content strategy to target 1st place on Google

 

TorontoKushBox.ca 

Tasks

  • In 2015 we were on the verge of a breakthrough
  • Marijuana was already legalized in Colorado and other cities in the US
  • There were rumblings of it becoming legal in Canada
  • I was part of a think tank developing businesses to capitalize on the new market
  • Most created a dispensary to sell as quickly as possible
  • I created a service to deliver it by mail
  • Stay within the grey areas of the laws of the time
  • Yes, medicinal marijuana was allowed to be distributed

Results

  • Created a website that serves customers from the front page
  • Create a website that does 2 things really well
  • One of the 1st time I followed the philosophy
  • Educate customers about the positive benefits of smoking
  • Sell marijuana to customers quickly
  • The theme for the TKBx website was birth
  • We registered clients and started to deliver
  • The laws become unfavorable
  • The industry became a wild wild west so I pulled the plug on the project

 

The Annex Art Party and CreativeUTO

Tasks

  • The purpose of the art party was to merge art, performance and creation
  • An event where customers can be surrounded by beautifully choreographed art
  • An event animated by artists

Results

  • Created the Annex Art Party
  • We hosted 6 art parties since then
  • The Annex Art Party has become a self-sustainable project
  • Expanded the concept of these events based on feedback
  • launched www.CreativeUTO.ca as a resource for artists to develop
  • ca as a website is an extension of FMiMBranding
  • It’s an extension of my business development portfolio
  • launched the Potluck Meetups where artists can come to develop

 

Next steps

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