Case Study: Grassroots
Public Relations • Brand Communications • Events • Partnerships
Overview
Already the largest privately held cannabis company in the US, Grassroots brought Skoog on board to further extend its reach and cement its position as an industry leader and innovator.
PR & Events
While Skoog pitched the Grassroots master brand at a national level, we took a highly targeted, regional approach to promoting new Greenhouse dispensary locations, executing nearly a dozen events in such far-flung locales as Michigan, Pennsylvania, Massachusetts, Arkansas, North Dakota, Oklahoma and New Jersey. What’s more, we fully produced each event, including vendor management, budget management, creative asset development, guest list development and outreach, state approvals and regulations, and press support.
Thought Leadership & Partnerships
As we helped Grassroots extend its physical footprint, we also aided its efforts to grow the brand’s mindshare. We positioned Grassroots executives as industry thought leaders by securing speaking engagements at events focused on topics like cannabis education, destigmatization and the challenges faced by women in the industry. We also established author, editor, former government official and cannabis advocate Alyssa Mastromonaco as Grassroots’ national spokesperson and ambassador.
Brand Communications
Throughout our engagement, Grassroots leaned on Skoog to develop messaging guidelines, as well as internal and external communications. In doing so, we helped Grassroots navigate a rapid-fire series of industry-shaking events, including the legalization of recreational marijuana use in Illinois, the vaping crisis, the COVID-19 pandemic, the Black Lives Matter movement and, ultimately, the brand’s acquisition by Curaleaf to form what was at the time the largest cannabis company in the world.
Notable Press
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