Events with Impact for CORE

THE CHALLENGE

While Sacramento CORE successfully provided resources and opportunities for entrepreneurs, the program faced three key challenges: Increasing program participation — encouraging more individuals from underrepresented communities to join and benefit from CORE's offerings. Driving consumer awareness — inspiring and encouraging consumers to support equitable cannabis businesses by showcasing the social and economic impact of their purchases. Destigmatizing cannabis — reframing cannabis as a legitimate small business industry, highlighting its role in local economic growth.

THE APPROACH

Within each phase was approximately a one year cycle that allowed us to focus on objective priorities to progressively build a campaign from identity towards community. Some highlight items continue to perpetuate through the phases as an ongoing intent to maintain momentum such as member highlight videos, social media and events. In response to the restrictive nature of advertising and awareness of the classification of cannabis, we pursued many grassroots efforts such as enabling street team members to flier at supporting local businesses, developing ambassador teams to represent CORE at community events, leveraging partnerships in the industry and participants to spread the word. This was a highly effective method to spread awareness and support our community and members in a hyper local way.

THE OUTCOME

Bringing CORE's beginnings as an initiative to building a brand and community, we continued the momentum of adding value to participants through events and highlights.