I investigated past campaigns and attempts at audience connection. I learned that data collection tools were not used or understood. I explored past campaigns and how they were measured. I asked internal departments about the business identity, and the authenticity they wanted to communicate.

Internal departments reported inconsistent interpretations of the business identity; there was no clear mission that everyone could agree on. I prioritized the following steps:

1. Solidify the business identity and brand goals

2. Set up proper and accurate data collection platforms to track audience parameters

3. Analyze the data to understand the audience and their interests

4. Mock up campaigns that communicate the business goals and schedule follow up meetings for internal support and approval

I scheduled meetings with managers, executives, and the acting founders to outline a business identity, and create branding goals.

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I setup Google Analytics, Google Search Console, and connected these APIs to the business website. I identified audience interests and key search terms of how people were finding the business, and areas of interest they were searching for.

Having goals and the business identity established, I created an avatar of the target audience based on collected data. I came up with multiple campaigns, and presented them in internal meetings. My evergreen campaign, titled "Inspire Higher" was chosen by the executives to communicate the role of cannabis in helping the business and it's audience to be their best.

Data on the business identity, branding goals, and visual standards were compiled, resulting in the business's first Brand Book. The Inspire Higher campaign was designed and launched, and set up for long-term support. Local celebrities, athletes and high-achieving professionals were enlisted to tell their stories of how cannabis helps them to be their best, sharing inspiring stories to uplift the cannabis community.