CANNAtalk PROGRAM: ELEVATING BRAND AND COMMUNITY
Experience a trailblazing program that melds community building and brand elevation into a cohesive strategy. Designed for CANNA, the program illustrates the powerful synergy of uniting an industry while fortifying a market-leading brand.
Client
Affiliates
Year
SPECIALTY SERVICES
Project Management
Brand development
Program design & development
Communication strategy
Content marketing development
Instructional design
Event design
Event production
PRODUCTION
related PROJECT
RELATED SUCCESS STORIES
SYNOPSIS
As the digital era dawned, CANNA's once-resonant CANNAtalk magazine began to dim. The shifting Canadian market landscape and a burgeoning audience of not just individuals but formal licensed producers posed both a challenge and an opportunity.
Amidst escalating competition, we didn't just adapt; we revolutionized. The magazine morphed into a living, breathing platform for community dialogue and knowledge-sharing. What started as a printed piece in specialty stores transformed into an immersive blend of face-to-face events and a robust suite of digital content. But this was more than just a brand exercise.
The transition signified a deliberate move to foster genuine connections and community growth. We aimed not just to dazzle but to make a lasting impact, creating a robust and engaged community around CANNA's brand and values.
Client
Affiliate
Year
SPECIALTY SERVICES
Project Management
Brand development
Program design & development
Communication strategy
Content marketing development
Instructional design
Event design
Event production
PRODUCTION
Main Work
RELATED SUCCESS STORIES
SYNOPSIS
As the digital era dawned, CANNA's once-resonant CANNAtalk magazine began to dim. The shifting Canadian market landscape and a burgeoning audience of not just individuals but formal licensed producers posed both a challenge and an opportunity.
Amidst escalating competition, we didn't just adapt; we revolutionized. The magazine morphed into a living, breathing platform for community dialogue and knowledge-sharing. What started as a printed piece in specialty stores transformed into an immersive blend of face-to-face events and a robust suite of digital content. But this was more than just a brand exercise.
The transition signified a deliberate move to foster genuine connections and community growth. We aimed not just to dazzle but to make a lasting impact, creating a robust and engaged community around CANNA's brand and values.
.png)
.png)
.png)
Program Design
Our primary objective was to build an engaged and active audience by breathing life into CANNA's higher mission. Although the community already held CANNA in high regard, this direct engagement took that esteem to a new level. We identified a lack of platforms for meaningful dialogue among growers in Canada, which led us to create the first-ever mixed-media platform for both face-to-face and virtual interactions. All activities were framed within a narrative that both showcased CANNA's core values and enabled community-driven content creation across various media platforms.
%20(1).png)
.png)
ExperientIal
We began by engaging a select group of individuals for intimate workshops focused on their unique challenges. This broke down some long-standing taboos about information sharing and allowed for greater inclusivity. A keen focus on audience surveys helped us tailor each experience for maximum impact and meaningful outcomes. The event formats were diverse, including round-tables, networking sessions, and panel discussions that could be face-to-face, virtual, or hybrid. With a focus on scalability and brand integrity, the program continually evolved, fine-tuning its influence on CANNA’s market position across Canada.
CONTENT COMMUNICATIONS
Content was never an afterthought in CANNAtalk; it was a core component. Beyond event-specific deliverables like web pages, compelling invites, video teasers, and thematic registration forms, CANNAtalk became a content engine, enriching blogs and social media feeds. Over time, we developed personalized content series like "CANNAtalk Experience Key Learnings," "MEET THE GROWER Interviews," and "SPOTLIGHT on Producers." These series became cornerstone assets, significantly broadening CANNA’s reach and influence nationwide.
.jpg)
PRODUCTION
Our production team left no detail unattended. From custom invites to innovative virtual breakout rooms, every aspect was meticulously planned. Venue management, AV production, catering, dinner functions, displays, and printed materials were all curated to reflect CANNA's brand ethos. This attention to detail culminated in a cohesive, impactful experience that resonated throughout all facets of the program, from the initial invite to the final video recap.
