New Jersey Cannabis Regulatory Commission License Application Information Campaign
October 2021-May 2022
Objective:
Working with the NJ Cannabis Regulatory Commission (NJCRC), develop a statewide multilingual, omnichannel marketing campaign to inform New Jersey residents and potential entrepreneurs of all ages, genders, backgrounds, and socio-economic statuses that license applications for recreational cannabis business operations are being accepted. Outreach communicated how individuals can apply, with specific intention to reach Black, Brown, and Latinx communities, and drive traffic to the NJCRC business-specific web page.
Results:
Created messaging and graphic design for campaign materials that is inclusive, informative, engaging, and encouraging for a broad audience of NJ residents
$100,000 outreach plan included strategically placed billboards, bus shelters in high-traffic areas, geotargeted digital video ads reaching NJ cities approved and zoned for cannabis as well as those designated as priority application areas, and retargeting CRC website traffic with digital display ads
25M+ billboard and bus shelter impressions
504,664 digital video impressions with a 58% completion rate and .28% CTR
3,640 digital display ad retargeting impressions with a .91% CTR