CASE STUDY: How Green Lane Communication Helped RollPros Boost Brand Awareness and Stay Top of Mind in a Competitive Market

When RollPros, a cannabis pre-roll automation company, brought on Johnathan McFarlane as VP of Sales & Marketing in 2023, one of the first issues he identified was a major lack of brand visibility. Despite being in market for over two years at the time, the company routinely heard feedback like, “Wow, this is cool. I’ve never seen it before!” including at trade shows, where many assumed RollPros was brand new.

Their core product, the Blackbird, the world’s only automated pre-roll machine that rolls joints instead of stuffing cones, comes with a long sales cycle (sometimes over a year) requiring repeated brand touchpoints to keep prospects engaged.

However, prior to working with Green Lane Communication, RollPros had minimal investment in marketing and no established PR strategy. “Marketing, including PR, was really just an afterthought before I joined,” said McFarlane.

With limited internal resources and no access to earned media channels, RollPros needed an external partner that could consistently generate industry visibility, support new product launches, and build lasting credibility among potential customers.

So RollPros decided to partner with Green Lane Communication.

From the outset, the RollPros team was looking for more than just a vendor. “We wanted someone ethical, who actually cared, and who we liked working with,” said McFarlane. “Mike [GLC’s founder] wasn’t just personable, he was proactive and deeply invested in our success.”

Since engaging with Green Lane Communication, RollPros has seen a marked shift in brand visibility and industry recognition along with:

• 609.7m total monthly unique website visitors

• 4.6m total online coverage views

• 136.1k coverage views on social

• 100+ media placements

Read the full case study here.