Assignment: The goal of this project was to create complete branding, content, an enterprise level marketplace and website, marketing, social, and business consulting. Our team named this company, as well as, created every aspect of the brand including creating leveled membership with marketing and pricing. The goal of this project was to acquire 1,500 founding members, branding, website, and marketing from start-up of the company. This incredibly fun and creative project allowed our team to create different revenue streams including a full marketplace of swag items, founder gifts, initial membership start-up items, on-going social and advertising.
Approach: With this start-up, the main goal was client acquisition and establishment of brand. After in-depth research of the market and ideal client, we created a high end product that spoke to the at-home grower, that also desired a community with like-minded consumers. This fun project allowed our creative team to speak to the consumer with a casual and approachable vibe in regard to creative. The voice of this campaign was as if one were speaking to a friend, advising them on growing cannabis at home but with the knowledge of an expert grower. The membership model supported an enterprise level marketplace and one-of-a-kind product with a systematic approach to home growing. Our solution to start-up client acquisition was to utilize social, social influencers, and event marketing to drive traffic to the website and memberships. Multiple revenue streams including membership dues to the site, membership dues to regional associations, swag purchases, and a la carte product sales were utilized to achieve the goal.
Results: The automatous creative freedom allowed our team to create a uniquely designed marketplace, app development, and product, while creating a systematic approach to client acquisition through social, and marketing. The membership boxes created for founding members of Root Society created early adopters and a proved model.