Opportunity: The Cannabis industry is ripe for innovation, presenting our team with both an opportunity and a challenge. While new competitors are entering this space daily, many are cutting corners, have unproven healthcare benefits and marketing that’s flashy but not data-driven. Our major opportunity was in dispelling industry myths and educating consumers about the true healthcare benefits of Cannabis and CBD.
Strategy: In order to secure placements for the company’s founder and CEO as well as the company itself, we leveraged two key differentiators. The first was that TrueStopper was the first female, black-owned cannabis company in Austin and the other was the unique and integrated approach of the practice, having both a Doctor of Chiropractic and MD on the team that held broad knowledge and understanding of pain management. With a new name and brand refresh, we pursued a company re-launch campaign that elevated both of these differentiators while educating audiences and myth busting.
Results: The TrueStopper’s product line was featured across a range of national and regional outlets including Cannabis Radio, Spectrum News, Benzinga and CBD Today, among others. Coverage included bylines, podcast appearances, TV interviews and product features. Within five short months, thirty organic placements were secured for a company and founder that had zero visibility prior to this PR campaign, resulting in 317M organic impressions.
Check out some of the highlights!
KVUE | One of Austin’s first Black, woman-owned cannabis businesses sheds light on disparities in the industry
The Austin Chronicle | Dr. K Becomes Austin’s First Female, Black-Owned Cannabusiness
Benzinga | Female Black-Owned Cannabis Co., TrueStopper, Expands CBD Products & Seeks International Patent For Maximum Strength Formulation
January 24, 2023