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How earned media gave CannaPlanners a bigger loudspeaker.
CannaPlanners builds brands and websites for cannabis companies. In five months, Green Lane secured 30+ media placements, including a Rolling Stone feature, and 1.6M coverage views.
By Mike Mejer, Founder and Principal · Published
Figures cover the first five months of the engagement. See how we count.
About CannaPlanners
CannaPlanners helps cannabis brands and retailers reach more customers. Its team of web designers, developers, marketers and creative professionals builds brands through storytelling, imagery and a strong digital presence.
The challenge
CannaPlanners had explored PR before and found traditional agencies cost-prohibitive. Its marketing ran mostly through its own channels, such as social media and customer reviews.
As the company grew, external validation and earned media became a necessary next channel for scaling. “We needed to amplify the validation points we were already creating on our own,” said Will Read, Founder and CEO.
What Green Lane did
Green Lane ran a full PR program for CannaPlanners: strategic media relations and pitching, thought leadership placed in national publications, podcast bookings, and ongoing consulting and campaign management.
Every month, transparent reporting showed what was secured and what it delivered. The work led to coverage in mainstream outlets, including a feature in Rolling Stone, plus guest spots on podcasts and in articles for cannabis professionals.
“GLC succeeded in the original goal: giving us a louder loudspeaker. You're fanning the flame of the brand we've already built.”
The results
Early indicators pointed to more brand searches and a growing online presence, and the coverage laid the groundwork for award recognition. CannaPlanners went from respected to recognized.
“Green Lane holds us accountable. It's not hand-holding, it's guidance. And they deliver results. That's what matters.”
Will Read, Founder and CEO, CannaPlanners