Moderna Cannabis Society
We love helping local businesses punch above their weight. Especially as an independent cannabis retailer competing against a tide of national retailers with substantial budgets. To thrive in this competitive arena, we recognized that we needed to be strategic, agile, and highlight what Moderna does best - provide exceptional customer service.
Together with my partners at Swank Collective, we collaborated on strategy, tactics, design, and implementation.
Targeting both the connoisseur and the curious, Moderna’s staff truly know their stuff. Their approachable and down-to-earth advice makes them a go-to destination for anyone looking to navigate the cannabis space. With a devoted local following, it was evident that Moderna was beloved by their community - to know Moderna is to love them - but our goal was to introduce them to a wider audience. To achieve this, we developed a marketing strategy that targeted a local demographic beyond the typical cannabis consumer. Conveniently located in the heart of Westman Village, Moderna is situated in a bustling suburban community with an abundance of restaurants and shops.
Our strategy looked to engage both a mature market of cannabis-curious shoppers as well as the local community of shop workers - and to increase sales among their established clientele. With this in mind, we ramped up and tidied up their digital touchpoints with a new social media strategy, loyalty program, newsletter, and content strategy. We helped launch their home delivery program and created a high-impact bus bench campaign in the surrounding areas. With the established brand mark, we ran with the art deco aesthetic and market vibe, but with a tongue-in-cheek, playful, down-to-earth tone.
And it’s working.
Following the launch of the campaign, Moderna has seen its social media engagement and follower count grow, as well as an increase in footfall with an increase in average basket size. At the same time, other cannabis retailers have been feeling the pinch.
Deliverables
Marketing Strategy
Newsletter Designs and Ongoing Management
Social Media Management
Print Collateral
Media Planning
Team
