The WeedLife Network Public Relations:
Client Case Study: The Grass Station
(Recreational and Medical Marijuana Dispensary)
WeedLife began a dedicated public relations campaign with Denver’s The Grass Station, one of the oldest and largest cannabis dispensaries in Colorado, in September of 2014.
In press releases, WeedLife worked to raise the company’s profile by highlighting its many consumer benefits, including an innovative point-of-sale system:
Weedlife also started media training with The Grass Station’s owner and CEO, to position him as a media source – ready and available to provide perspective on the overall cannabis industry. Part of that media training included work on how to respond to questions across a wide spectrum of media, including the many different types of broadcast and online print interviews.
The regular series of nationally-released press releases on The Grass Station led to the client being sought out to comment on regional and national marijuana-related events, such as Alaska’s then-impending vote on cannabis legalization in that state:
WeedLife also used national news events as a “hook” to further publicize The Grass Station;which led to widespread coverage of the dispensary before, during and after the post-Thanksgiving “Black Friday” sales that year.
WeedLife-generated press releases ahead of that holiday shopping season…
… attracted local and national attention. A wire service report by the Associated Press, using information from the WeedLife press release:
…helped spread coverage of The Grass Station to thousands of media outlets, which in turn prompted coverage of the dispensary by major business-oriented publications like Bloomberg…
…and INC. Magazine…
…as well as more traditional media outlets like CBS…
…and the New York Post:
It also led to a nationally-televised interview as part of a Black Friday report on NBC’s “Today” program:
And later, a live interview on MSNBC:
The Grass Station’s dominance of national Black Friday coverage was even noted online by The Daily Beast:
…which called the dispensary “the most talked-about Green Friday hotspot,” and quoted directly from the WeedLife press release.
Local media in Denver, meanwhile, even covered the national media’s coverage of The Grass Station. The alternative weekly, Westword…
…called the publicity generated “an enormous success.”
Since then, WeedLife has been able to take the momentum gathered by that burst of media attention to help keep The Grass Station’s name and brand constantly in the public eye – and to ensure the store appears on any list regarding Colorado’s top cannabis dispensaries; including one that appeared in Denver’s 5280 magazine ahead of the 2015 “420” celebrations: