Client Overview:
The Verleur Group (TVG), a private equity and consumer packaged goods (CPG) powerhouse with a $300M fund, tasked us with building out the brand and go-to-market strategy for 305 Farms, the largest cannabis farm in Michigan. TVG’s mission included launching over 10 CPG brands, including partnerships like Lion Order with the Bob Marley family.
Goals/Objectives:
- Brand Development: Create cohesive brand identities for multiple cannabis sub-brands.
- Market Penetration: Ensure a breakout presence in the highly competitive cannabis industry with a target of capturing at least 10% market share.
- Comprehensive Digital Presence: Build robust digital platforms, including SEO, content strategy, and a user-friendly website for brand growth.
Our Approach:
We implemented a full-scale strategy that included:
- Brand Identity Creation: Developed distinctive brand identities for each of the cannabis sub-brands, ensuring they aligned with the TVG’s broader vision.
- Advanced SEO & Content Strategy: Designed websites and optimized them with advanced SEO strategies, producing educational and engaging content to circumvent advertising restrictions and drive organic growth.
- Product & Packaging Design: Crafted unique packaging for each brand, maintaining a consistent aesthetic that appealed to both consumers and investors.
- Go-to-Market Strategy: Designed in-store marketing campaigns and corporate investor decks to support the retail launch.
Execution:
- Digital Marketing & Content Creation: Produced blogs, social media content, and podcasts to educate consumers and engage the community around the products.
- SEO & Web Development: Launched optimized websites with seamless UX/UI design to drive traffic and support e-commerce growth.
- Collaboration with Influencers: Partnered with micro-influencers and the Marley family to enhance brand awareness, leveraging Lion Order’s cultural significance.
Results & Impact:
- Significant Digital Engagement: Increased online engagement by 800%, doubling social media followers across the board.
- Sales Growth & Market Capture: TVG brands achieved breakout success, capturing over 10% of the market share within the first 12 months.
- 800% Uptick in Customer Inquiries: Increased consumer interest through targeted digital strategies and educational content, leading to more inquiries across digital channels.
Lessons Learned:
Developing distinct, culturally relevant brands in the cannabis space requires a strategic combination of education, community engagement, and compliance with regulations. TVG’s success demonstrates that a robust digital strategy can significantly boost market penetration even in highly regulated industries.
