(Advertisement) This is the story of how a Bay Place cannabis dispensary elevated its advertising system to get to its concentrate on viewers and generate buzz making use of Hearst Bay Area’s portfolio of advertising and marketing techniques.


Liberty Cannabis experienced massive strategies for 2021. They had been opening their very first dispensary in San Francisco. 

Right before 2021, Liberty’s dispensaries have been generally on the East Coastline and have considering that expanded into California. Their mission was to provide their elegant boutique dispensary encounter to San Francisco’s Pacific Heights neighborhood and come to be the go-to location for cannabis shoppers in their new locale.

Liberty is identified throughout the country for its dedication to the communities they provide – they are committed to nearby social equity initiatives and highlighting solutions developed close to home. That is why it was particularly crucial to them to get this launch right in their most recent community.

Junction 37, the marketing agency handling Liberty’s San Francisco launch, is a intent-driven B corp, that focuses on shoppers with moral missions and commitments to sustainability. They had been partnering with Liberty on the campaign promoting their West Coastline debut. 

Junction 37 knew that in a hyper-aggressive industry like hashish, it would be essential for their shopper to make a splash in the community market. 

The problem? Liberty was venturing to a new area  – and you only get a person possibility for a very first perception!

As a final result, Junction 37 searched for a hashish marketing lover with Bay Location experience, accessibility to a San Francisco viewers, and assurance navigating several promotion channels and methods. Enter: Hearst Bay Location. 

Ultimately, Junction 37 and Hearst Bay Area worked with each other to launch an fascinating advertising and marketing marketing campaign that drove awareness for the new Liberty area, and below is the tale of that partnership.

Artwork by Elsa Watkins

Business enterprise Challenges 

Cannabis marketing is a demanding job. Concerning promotion rules, constantly altering authorized environments, and a good deal of social stigmas to go along with it, it is necessary for any advertiser to do their research before launching a campaign.

On top rated of all those present limits, Junction 37 realized that obtaining Liberty Cannabis sufficient publicity would be a major challenge. 

Jayde Levesque, Associate at Junction 37, shared that as her group organized for Liberty’s grand opening, they were being very well conscious that “the levels of competition is considerable, and loyalty is an difficulty. Consumers are not necessarily loyal to a specific dispensary.” 

One more obstacle? Buyers want usefulness. They’re most likely to go to the nearest dispensary, so it’s all about advertising hyper-locally. 

Junction 37 realized they necessary to function with a companion that could assistance them attractiveness to shoppers in the region encompassing the dispensary. When people customers observed the in-retailer working experience and amazing community, the loyalty would occur. 


To elevate consciousness for the new retail outlet, Junction 37 looked for media alternatives to assist Liberty stand out. They discovered Hearst Bay Spot as a excellent in shape because of to our authority in the place, unbelievable viewers arrive at, access to superior-effect placements on SFChronicle.com and SFGATE.com, and custom articles offerings. 

Ikaika Nakoa, Strategic Account Executive at Hearst Bay Place and professional spouse for our hashish purchasers, worked with the Junction 37 team to acquire a tactic that would hit the mark. 

All through the partnership’s initial phases, Hearst Bay Location formulated a media plan tailored to focus on the dispensary’s great viewers. It was essential for Hearst Bay Space to get to a cannabis audience in many ways, so the group formulated a tactic that used a mix of various channels and touchpoints. 

The marketing campaign turned a blend of indigenous advertising and marketing, email advertising, and exactly targeted significant-effect wealthy media show advertisements.

Substantial Affect Display screen Ads 

Bay Place hashish individuals regularly engage with SFChronicle.com and SFGATE.com. In reality, Bay Space hashish people are 50% far more likely to go to SFChronicle.com and 33% more possible to stop by SFGATE.com in comparison to the total current market (Scarborough Exploration, R2 2021).

Armed with this exploration, the Hearst Bay Space team deployed a collection of substantial-affect rich media exhibit advertisements on these websites. 

The staff optimized all through the campaign from January to April 2021, working with loaded media (.gifs) and testing diverse placements and offers. They found out which alternatives worked very best by seeking at numerous essential metrics like impressions, clicks, conversions, click-via prices, and far more.

Liberty Cannabis Display Ads

Electronic mail Marketing 

With the ability of e mail advertising, the Hearst Bay Region crew was capable to spread the term about Liberty’s new storefront straight in the inboxes of focused cannabis buyers. 

The staff despatched out e-blasts to appropriate audiences in distinct zip codes, working with a strategic mail day and time backed up by knowledge and monitoring the performance of inbound links in the emails. 

Tests out diverse provides, Hearst Bay Region was ready to even further refine each and every e mail despatched out in the course of the marketing campaign. 

Liberty Cannabis Email Marketing

StoryStudio Custom Articles

Junction 37 labored with the StoryStudio to create a custom written content piece revealed on SFGATE to announce the grand opening. 

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