Trulieve Campaign Pitch

Presented by Alex Vanscoy

OBJECTIVES

• Endgame: Pass a constitutional amendment in Florida to legalize marijuana recreationally.��How will we do this?� - Gain public support of the over-50 population. This segment is mostly parents.� - Defuse the stereotype of cannabis as only a means for getting high.� - Change public perception to encourage cannabis as more medicinal and healing.� - Use word-of-mouth to make this change happen.� - Encourage a sense of “calm” around cannabis, as opposed to the noise that exists now.� - Defeat the remnants of the “War on Drugs” campaign from the Reagan administration.
• Place Trulieve as the central figure for purchases of cannabis. When we think of CBD and cannabis products, we should think of Trulieve first. �

PROBLEMS TRULIEVE CAN SOLVE

• People, especially younger people (18-35) are desperately seeking relief, a break from the noise around them.
• Nearly 20% of the US population has been diagnosed with anxiety, but only 8% receive treatment for it. One in five people will be diagnosed with or treated for an anxiety disorder this year.
• There’s a massive variety of marijuana products from unknown brands that are largely incoherent, disorganized, and vary heavily in quality.

KEY STRATEGY

• Cannabis and CBD products can be used to great effect to mitigate anxiety. Note that this campaign will focus on low-THC products.
• The majority of the voting audience disinterested in recreational cannabis legalization is over 50, and a significant margin of those people are parents.
• Parents will do anything for their kids.

Anxiety relief

“Pester power”

Ballot measure �success

Relief for Target �Market

PATH TO SUCCESS

TOPICS TO AVOID

• The traditional “weed leaf”� - Why? The weed leaf has negative associations for the voting audience targeted.
• Overly silly or goofy content� - Why? Relief may be tongue-in-cheek, but is NOT something to be made fun of.
• Positive connotations with party atmosphere� - Why? The voting audience dislikes party atmosphere, which they associate with marijuana.
• Typical ad locations, especially online� - Why? The target audience hates ads that they’re used to, as a result of over-exposure.

FACTS AND REASONS TO BELIEVE

• Many people report using marijuana to cope with anxiety, especially those with social anxiety disorder.
• HC appears to decrease anxiety at lower doses and increase anxiety at higher doses.
• CBD appears to decrease anxiety at all doses that have been tested.

<— For the record, that is her actual name.

FACTS AND REASONS TO BELIEVE

- Oncolink (Organization at the University of Pennsylvania)

• CBD dominant: These strains have less THC than CBD, allowing you to have a clear head to maintain your normal roles & responsibilities. When there is more CBD than THC, you will likely not have any psychoactive change.

​

• Balanced CBD and THC: These strains tend to have a slightly higher amount of either component, but are more balanced than the strains listed above. When there is a similar amount of CBD and THC, the CBD will cancel much of the psychoactive effects of the THC compound.

WE’RE ALREADY GOING THERE

*According to University of Washington

“It’s Not Just For Parties.”

WHY THIS WORKS

• With our creative executions, It’s Not Just For Parties shows that cannabis has uses beyond the traditional “stoner” atmosphere.
• The primary segment (anxiety patients, 18-35) may also see cannabis as secondary alcohol, and some of that audience doesn’t want to be identified as a “stoner”.
• The overall message reaches both audiences at the same time in different ways.

DESIGNATED MARKET AREAS

• Tampa - St. Peterburg (Sarasota)
• Gainesville - Ocala
• Miami - Ft. Lauderdale
• Jacksonville (FL) - Brunswick (GA)��These DMAs represent areas where the most anti-cannabis sentiment resides.

GOALS WITH CREATIVE EXECUTIONS

• Relate back to calm, to relief, to breaking from the noise.
• Make ads that don’t feel like ads.
• Take advantage of our base of experts. Employees are trained to know a ton of information about cannabis, and are usually extremely passionate about it.

“A MOMENT TO RELAX” - AUDIO AD

• Target: listeners interested in more anxiety-related sad music. Think Taylor Swift, Car Seat Headrest, Radiohead, basically anything that’s indie-folk / indie-rock adjacent.
• Location: Music streaming services (i.e. Spotify, Apple Music, Pandora, etc.)
• Strategy: The sound of a small gong plays, like the beginning of meditation. Let the sound ring out, and at the end, state “This moment to relax continues with Trulieve.”
• Length: 15-30 seconds.
• Avoidance: Include as few words as possible.
• Simple Mock-Up

“VIDEO ESSAY” - SOCIAL/DIGITAL AD

• Target: Social media users who likely have some sort of anxiety.
• Location: Channels of online content creators (TikTok and YouTube) who create long or short-form informative content. Ex. Answer In Progress
• Strategy: Have creators create a video discussing cannabis - it’s history, it’s benefits, etc etc
• Length: N/A
• Avoidance: Avoid playing up the “marketing” side of things.

“EXAM DAY” - DIGITAL AD

• Target: Those in school or recent graduates - people who know the stresses of university
• Location: Ad-Supported Streaming Services
• Strategy: Girl walks up to class, looking very nervous for an exam. Flash forward to the next exam, and with the help of high-CBD medication, she is far more confident in her ability to succeed.
• Length: A 30sec version and a 3 min version

“MY MORNING ROUTINE” - DIGITAL AD

• Target: People thinking MM requires a lot of effort to consume
• Location: Ad-Supported Streaming Services
• Strategy: Show the morning routine of a normal person, with the addition of a CBD pill.
• Length: 30 sec
• Avoidance: Overly busy, cluttered video

“LEAVING THE PARTY” - DIGITAL AD

• Target: Introverts, Socially anxious people
• Location: Ad-Supported Streaming Services
• Strategy:
• Length: 30sec, or 2 min
• Avoidance: Getting too goofy

“LIVE AT THE COURT HOUSE” - BRAND ACTIVATION

• Target: entire segment, including the over-50 conservative voting population
• Goal: “A good kind of shocking”, reaching news stations and brand awareness
• Strategy: Have Trulieve employees standing outside a court house, asking people what they’re stressed about, and then lead them through a short meditation exercise. Try to get news coverage.
• Avoid: selling ANYTHING.

“BREAD” - BRAND ACTIVATION

• Target: Entire segment, similar to Live At The Court House
• Location: TikTok (short-form) and YouTube (long-form), Ad-Supported Streaming
• Strategy: Approach bystanders on a busy street in Tampa, and present them with two pieces of bread. One is normal, the other involved some weird ingredient in the baking process (i.e. sewer water). Ask which they would like, and tell them by taking medication they might be choosing the sewer water bread.
• Length: TikTok - No more than 1 min. YT - 2-3 min.

-Billy On The Street

“POLLING AT THE POLLS” - BRAND ACTIVATION

• Target: Someone at a polling place choosing to vote no on legalization of RM, as well as a similar audience to Bread and Live At The Court House
• Location: Polling places across the state
• Strategy: Capitalize on our many engaged employees and send them to ask people waiting in line at polling places
• Avoidance: Selling actual product or giving medical advice

MEDIA MIX

• Budget: $5 million

MEASURING MARKETING EFFECTIVENESS

• Audience Engagement� - Google Search Trends for “Trulieve” and other related searches� - Social media engagements/impressions (higher is better)
• Efficiency� - Return on ad sales, website traffic uptick
• Return on Marketing Investment� - Tracked by sales per marketing dollar spent as compared to current rates