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Case Study: Society of Cannabis Clinicians

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Overview of the project:

In 2021, The Blueprint Haus Agency had the pleasure of developing an academic scholarship program for The Society of Cannabis Clinicians. The SCC scholarship program was created to address the healthcare disparities, social injustices, and ongoing war on drugs prevalent in Black and Brown communities through advocacy, education, and leadership. The goal of the scholarship program was to empower minority individuals by disseminating current research and sharing best practices in cannabinoid science and clinical practice.

 

The War on Drugs has disproportionately impacted Black, Brown, and Indigenous communities in the U.S. In launching the SCC's scholarship program, the organization offered its leading Clinical Training Curriculum to students residing in these communities. Following the launch of the SCC's scholarship program, each month, the organization's trusted Board of Directors hand-selected a recipient for the Society of Cannabis Clinicians Scholarship program.

 

By providing minority students access to the latest advances, clinical research, and best practices in cannabinoid medicine, future leaders with an interest in medical cannabis will finally have an opportunity to build equity and seek reparations from a now billion-dollar industry that has imprisoned more than 5 million people and destroyed many of the nation's largest Black and Brown communities.

Company Mission:

The Society of Cannabis Clinicians is a nonprofit educational and scientific society of physicians and health care professionals dedicated to the education and research support of cannabis for medical use.

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Challenge:

The Society of Cannabis Clinicians is the first and oldest U.S. medical organization that promotes the use of medical cannabis. For over 21 years, SCC clinicians have monitored medical cannabis use by patients and shared their trusted expertise and leading clinical insight to develop and promote best practice standards to evaluate and recommend policies relating to cannabis research, production, and safety.  However, despite the SCC's trusted industry experience and deep clinical expertise, the organization struggled to identify its ultimate product market fit, increase brand awareness, and strategically drive visibility among its core target audience. 

Solution

The Blueprint Haus Agency created an integrated digital marketing and strategic communications plan to increase demand generation, drive new business, increase brand awareness and product visibility, and secure long-term brand partnerships.

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Client Outcome & Key Results

Elevated Visibility, Strategic Market Planning, Increased Global Reach, Improved Brand Positioning, Increased Product Sales, Improved Brand Messaging, Refined Targeted Market Reach, and Community-Driven Rebranding. 

The Blueprint Haus Agency partnered with The Society of Cannabis Clinicians to create a strategic plan of action designed to increase brand awareness, demand generation, and sales revenue. 

After conducting an extensive sales and marketing analysis, our expert team of growth accelerators developed a project action plan complete with measurable tactics to improve the SCC's brand and market positioning. 

Over the past 18 months, our team's key responsibilities have included budget management, data analysis, digital advertising, content management, search engine optimization, partnership outreach, demand generation, lead generation, public relations, corporate marketing communications, media management, media buying, event planning, and campaign development. 

Key Stats: 

Increased Reach: Over 50K+ New Leads
New Brand Partnerships: 10
Media Placements: 4
Revenue Growth: 30% Annual Revenue Increase in Cannabis Course Curriculum, Membership Sales, and Monthly Events. 
*Comparative Data from Q.1 - Q.4 (2020) through Q.1 - Q.4 (2021)

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Channels: 

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Social Media Platforms (including Facebook, Instagram, LinkedIn, and Twitter) 
Email Distribution Platforms (including HubSpot and Mailchimp)

Top Tools Utilized for Data Analytics & Reporting:

Google Analytics, Hootsuite, HubSpot, MailChimp, SemRush, Facebook, Instagram, LinkedIn, and Twitter. 

Tech Stack: 

Adobe Creative Suite (Photoshop and Illustrator), Box, Canva, Google Analytics, Hootsuite, HubSpot, Monday.com, Office 365, Facebook, Instagram, LinkedIn, and Twitter. 

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Key Snapshots:

SCC Media Kit
SCC Scholarship
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