Case Study – Bolder Cannabis & Extracts
Promoting a Company. Building a Brand.
Bolder Cannabis & Extracts is a purveyor of Colorado’s finest, top-shelf cannabis and extracts. Owners Adam Weiss and Spencer Uniss possess unprecedented experience in the industry as pioneers of the medicinal cannabis trade in the early years of legalization with their 2009 venture, Colorado Alternative Relief. The company maintains a strict adherence to the industry’s ever-evolving compliance standards, and is resolute in establishing itself as the foremost cannabis industry expert in the U.S. from a business, compliance, and product perspective. Higher Ground was hired to create a website for the company while executing a campaign that showcased the company and its founders.
In the crowded cannabis space, where new companies launch every day, new products come to market, and the hype around cannabis grows as states continue to legalize, getting noticed has become difficult and challenging. To help Bolder Cannabis & Extracts establish a foothold in its market and across the industry, Higher Ground implemented a multi-pronged approach across its tightly-connected departments and disciplines, including public relations, social media, marketing/advertising, and web design.
When the site was live, it was time to promote. The Higher Ground team started with the messaging. How could a young company with vast amounts of experience and a strong commitment to compliancy stand out? The answer was clear: In the B2B cannabis space, being compliant was crucial to success and survival. Bolder was well positioned to establish itself as a leader in compliancy issues.
The Higher Ground team went to work on pitching Bolder’s expertise to the media. The team developed a list of B2B and B2C business reporters who were interested in how cannabis companies had to be compliant in order to stay successful. Through the team’s outreach, it developed deep relationships with cannabis media and what they’re looking for and writing about. The team kept a pulse on the states going legal and connected with reporters in these states to offer Bolder as experts on next steps. It focused on compliancy issues and the importance of checks and balances in the industry.
Higher Ground also created a series of ads that ran in local media to help build Bolder’s brand with its customers and locals. Working with its design team, Higher Ground helped Bolder identify core customers and messaging and designed the ads to match the unique brand of Bolder.
Higher Ground then created a social media program designed to support the launch of the website and to position Bolder’s executives as experts in compliance. This program included the development of a blog to showcase executives as industry thought leaders. The team used Facebook to share content that connected with audiences. It used Twitter to develop relationships with media, dispensaries, and influencers. The team also built and developed an Instagram account to use the power of images to tell Bolder’s story with images that helped define its brand personality.
The results of the Higher Ground team effort? Forbes wrote an exclusive piece on compliance (featuring Bolder as the lead interview), while Entrepreneur and Upstart magazines and the San Francisco Business Times ran bylined articles (written by Higher Ground) that stressed the importance of being compliant. The website helped establish visibility and leadership for Bolder by being scalable, visually stunning, responsively designed to work well on multiple devices, and SEO friendly. Social media helped amplify Bolder’s brand with new followers and influencers across all platforms. Through the effort of Higher Ground, Bolder is known not only for its quality product but also for its steadfast commitment to compliance.