Client Overview:
Client Name: ALTE (@alteallday)
Industry: Cannabis and Community Building
Location: Williamsburg, Brooklyn
Target Audience: Williamsburg residents, aged 21 to 65, cannabis and CBD consumers
Mission and Unique Selling Proposition (USP):
Mission: ALTE’s mission is to cultivate a thriving community by providing a safe and compliant space for artists, creatives, non-profits, and local businesses, all while remaining in full compliance with New York State’s cannabis decriminalization legislation.
USP: ALTE serves as a Private Member’s Association (PMA) that offers a unique opportunity for safe and compliant access to cannabis-friendly products. It actively supports creative brands and local businesses in reaching their target audience.
Branding Guidelines:
Logo Usage:
- Logo variations include black on white (lite) and white on black (dark) backgrounds.
- Approved logo color variations include the Mountain and Round Logo.
- A clear zone of 50px around the logo should be maintained.
- The minimum size of the logo and its placement is 150px wide.
Typography:
- Headline Font Style: Poppins Bold
- Regular Font Style: Roboto Regular
- Caption Font Style: Poppins Semi-Bold
Challenges:
ALTE operates in a challenging landscape, characterized by:
- A semi-legal market.
- Heavy compliance requirements.
- Marketing restrictions in specific categories.
- The need to create brand awareness from scratch.
- Limited working budgets for marketing and promotion.
Strategies and Results:
Compliance-Centric Marketing:
ALTE recognized the importance of strict compliance with New York State’s cannabis decriminalization legislation. Our team designed a comprehensive marketing strategy that ensured ALTE’s messaging and promotions aligned with the legal framework.
Community Engagement:
To build a vibrant community, ALTE hosted various events, workshops, and social gatherings. These efforts fostered a sense of belonging and support among members while adhering to legal guidelines.
Digital Marketing:
Given the limitations of traditional advertising in the cannabis industry, we harnessed the power of digital marketing. Our team utilized social media, search engine optimization (SEO), and influencer collaborations to create brand awareness and drive traffic to ALTE’s platform.
Creative Content:
To resonate with the artistic and creative community, we developed engaging and visually appealing content that showcased ALTE’s commitment to artistry, community building, and quality cannabis products.
Measurable Results:
- Increased brand awareness within the Williamsburg community.
- Created website.
- Created product line.
- A growing membership base.
- Enhanced engagement on social media platforms.
- Positive feedback from members and partners.
Conclusion:
ALTE’s journey to build a community-centric and compliant cannabis space in Williamsburg, Brooklyn exemplifies the power of strategic marketing and branding. Despite the challenges posed by the semi-legal market and budget constraints, ALTE succeeded in creating a unique space for cannabis enthusiasts and local businesses while fostering a thriving creative community.
