- Client: Elosie Daly, Grow Your Four
- Role: Graphic Designer / Marketer / Web Writer / UX Writer / Content Creator
- Target Audience: New Cannabis Hobbyist Gardeners
- Sector: Business to Consumers (B2C)
- Task: Website Creation / Social Media Build-Out / Asset Creation
- Duration: 5 Month Contract
The problem statement for the Grow Your Four project was to create a website and brand that effectively communicates the benefits of home cannabis cultivation for new hobbyist gardeners, while navigating the challenges of a new and regulated sector. As the marketing and design contractor, my task was to build a social media presence and create assets, including content creation, for the website. The target audience was new cannabis hobbyists, and the sector was business to consumers. The five-month contract required me to research and understand the competition, which included GrowDiaries.com and Leafy.ca. The focus keywords for the project were Grow Your Four, cannabis growing at home, and marijuana cultivation in Canada.
The main issue was the stigma attached to cannabis, which is still a banned substance in many countries. To overcome this, the website needed to present itself as a trusted advisor for home cannabis cultivation in Canada, while also dealing with social media issues and Google ranking. The goal was to create a brand and website that would be both informative and approachable for new hobbyist gardeners.
Through my work on this project, I gained valuable experience in brand creation, social media marketing, and content creation. I also had to implement SEO and keyword strategies to ensure that the website could be easily found by potential customers. The end result was a successful website and brand that effectively communicated the benefits of home cannabis cultivation for new hobbyist gardeners, while also addressing the challenges of a new and regulated sector.
- Competition: GrowDiaries.com / Leafy.ca/
- Keyword: Grow your four(4)/ Cannabis Growing at home / Marijuana cultivation in Canada
- Issue: Cannabis is a new sector and a banned substance in many countries.
- Even though it’s legal to buy and grow cannabis within Canada, the world still had restrictions and issues. This would lead to social media issues and Google ranking.
- Your trusted home Cannabis cultivation advisor. < Strapline
Informative and educational brand
Research
Competition: GrowDiaries.com / Leafy.ca/
Creating a business starts with research:
- Competitor Research (Local – Canada)
- Industry Research (Global -What / Who / Why / How)- Issue, Canada is the first country to fully legalize.
- Self Discovery Research (Other Industries & Interests)
One of the biggest issues with working within the Cannabis sector is the legalization of this product within countries. Social Media and websites tend to be US-first. As most corporations have their routes within the US, therefore the US holds a pivotal point of view of how content is allowed to be portrayed on the digital front.
Youtube Channel
After a year of it being created this digital platform has over 9,000 followers, and 100,ooo k views per video.
CREATED A SERIES OF INFO GUIDES AND BLOGS ON GROWING YOUR 4
Summary
As a marketing and design contractor for the Grow Your Four project, I gained valuable experience in creating a successful YouTube channel that provided advice and guidance on home cannabis cultivation for new hobbyist gardeners. With cannabis being a new and controversial sector, there were challenges with social media and Google ranking, which required me to utilize my skills in graphic design, marketing, web writing, UX writing, and content creation to create a brand and website that effectively communicated the benefits of cannabis cultivation.
Through the five-month contract, I worked closely with Eloise to build out social media channels and create assets such as videos, photos, and descriptions. With a focus on SEO and keyword strategies, we were able to attract a targeted audience of new cannabis hobbyist gardeners in Canada. By creating engaging and informative content for the YouTube channel, we were able to achieve hundreds of thousands of views and establish Grow Your Four as a trusted home cannabis cultivation advisor.
Overall, my experience with the Grow Your Four project showcases my competence in brand creation, asset creation, social media build-out, and content creation. I am equipped to take on new projects in the B2C sector and help businesses achieve their marketing goals through effective communication and engaging content.
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