OVERVIEWThe Center For Alternative Life Medicine, Inc. (C.A.L.M.), a non-profit organization based out of New Bedford, Massachusetts, is currently in the midst of the application process to become a licensed medical marijuana distributor. C.A.L.M. requires a comprehensive communication plan to raise organizational awareness in Southern Massachusetts- which they have struggled to do in the past. In order to differentiate themselves from other applicants and establish themselves as a front runner in the application process, C.A.L.M. therefore needs to gain positive recognition within their community and surrounding towns.

GOALS● Increase positive visibility of the organization● Educate surrounding community on the issues surrounding the medical marijuana

industry● Garner support for the organization by demonstrating superior knowledge and mission

STRATEGIESThis public relations plan will utilize social media, print media and their website as tools.

● Social media is an optimal tool for reaching a younger audience and can be used to facilitate a meaningful dialogue with the public

● The organization website can be utilized as an informational tool● Utilizing print media, in this case, local newspapers, will allow C.A.L.M. to reach an older

age group within their target audience.

TARGET AUDIENCE● Age 18-49● Age 50+

TACTICSPRINT CONTENTC.A.L.M. should develop print content that is readily available for the organization to use and send out in a media kit. This should include:

● Company fact sheet● Feature story (optional) ● News releases sent out at periodic intervals to local print media outlets● A boilerplate to be used on all press releases ● Rack cards

PRINT MEDIAC.A.L.M. should contact print media sources in the surrounding area with the intention of having them publish informational articles about the organization or write about an event the organization is involved in.

● Contact the Standard Times in New Bedford● Contact The Herald News in Fall River● Get one article published bi-monthly in at least two separate publications

○ Should aim to have no less than three articles published in at least two different publications throughout six month period

ELECTRONIC MEDIAThe suggested electronic media allows for a mutually beneficial relationship in which the company and the website exchange content. Keeping up to date on these websites will provide C.A.L.M. informative content to be used on social media to educate publics of the ongoings of the medical marijuana industry.

● www.southcoasttoday.com ● www.mpp.org ● www.massmed.org ● www.thedailychronic.net ● www.bostonglobe.com ● www.dailyfreepress.com

SOCIAL MEDIAC.A.L.M. should create its own Twitter account and develop its current Facebook page into more of an informational tool that can be used to further followers’ knowledge on the subject of medical marijuana and the organizations’ purpose.

● Create a HootSuite account to manage Facebook and Twitter from one pageFacebook

● Create posts that promote traffic to the organization’s website● Create at least two posts per week until the page reaches 100 likes● For every 100 likes the organization receives, add on two more posts per week● Link a Facebook hyperlink to the website

Twitter● Create hashtag to add onto each tweet posted (#CALMMA or #CALMNB)● Create three tweets per week● Create posts that promote traffic to the organization website● For every 100 followers the organization receives, add on three more posts per

week● Link Twitter hyperlink to website

WEBSITEThe website is perhaps the most vital aspect of the organization’s media mix. All other media sources (i.e. Twitter, Facebook, news articles) should be used with the intention of providing content that drives traffic to the organization website. The website content should be informative and able to provide those visiting with clear and concise answers to any questions that may arise.

● Emphasize the nonprofit aspect of the organization and focus on the idea of helping the community

○ Updating blog with content regarding community at least once per month (aim for 1500 words per post)

● Create a new Organization Profile stating the organization objectives/goals○ Include final goal of becoming registered medical marijuana dispensary in

organization profile● Use information in current Organization Profile for an “About Us” or “Meet Our

Team” section● Include a goal for potential patients in the Mission Statement (i.e. ultimately

providing medical marijuana to patients in a safe/educational environment)● Include uses for medical marijuana

○ Different ways it can be ingested○ Different conditions it can help

● Eliminate employment section to focus website on the organizations overall goal to be approved

○ Employment section can be put back onto the website once the license is approved

○ Reformat it as a “Positions Open/Help Wanted” Section if kept on website● Training/Educational Seminars/Consulting should be included on one page of the

website○ Main focus of the site should be on the ‘clinic’ aspect, the ‘center’ should

come after clinic is established● Create section on website that allows people to enter their email address to

compile an email list○ Email list can be used to send patients information on how to register with

the state etc.○ Email lists can be easily managed through Constant Contact, an e-

newsletter program. Newsletter can be issued at 2 or 3-month intervals to followers to keep them updated on status and activities of organization.

EMPLOYMENTDIRECTOR OF MARKETING AND COMMUNICATION (Spokesperson)

In order to meet all of C.A.L.M.’s communication goals, it is necessary that the organization hire a director of marketing and communication. This will be a part-time position and an ideal candidate should posses a B.A. in communication or a related area, preferably with prior experience (1-3 years) in the field.

The director of marketing and communication should facilitate all operations of social media, marketing and website management. This will include:

● Researching and reporting on external opportunities and threats● Measuring successes● Managing customer relations● Managing social media accounts

Hiring a spokesperson on behalf of the organization will provide C.A.L.M. with someone who is readily available when needed. A spokesperson will be beneficial for the organization should any events come up, such as debates, radio interviews or public appearances.

● Hire an outsourced spokesperson to represent C.A.L.M. who possesses the following qualities:

○ Charisma○ Knowledge of subject and organization○ Relatable○ Credible○ Strong public speaking skills○ Strong interpersonal skills○ Enthusiasm○ Level-headedness

If the marketing/communication director possesses all of the above qualities, it would be economic to employ them also as a spokesperson.

BUDGETSet and met at no greater than $10,000Expenses:

● Webmaster - Contracted payment of $2500 for a month○ The webmaster will be utilized to revamp the website and troubleshoot

● Rack cards $665/5000 cards (Vista Print color - Double-sided)● Comment cards $150/4000 (Staples B&W)● Constant Contact 1 year membership for $672 at 30% discount for non-profits● Spokesperson/Director of marketing

○ $18/hr for 10hrs/week for 6 months = $4320● Pens - 250 pieces at $300 (Vista Print)● Keychains - 360 pieces at $720 (Vista Print)● Car Magnets - 6 pieces at $120 (Vista Print)

TIMELINEMonth I + II

● Contact print and electronic media● Establish connections with public● Hire director of marketing/spokesperson

Website● Website reconstruction● Link Twitter to website● Link Facebook page to website● Begin posting to blog● Begin driving lite traffic to website (soft-opening)

Facebook● Remove non-informative posts from Facebook● Develop content ideas that can be used for posts on Facebook page● Begin utilizing conversational posts (posts that warrant a response)

Twitter● Create Twitter account● Develop hashtag that can be used in posts● Develop content ideas that can be used for posts● Begin utilizing conversational posts (posts that warrant a response)

Constant Contact● Begin compiling email list

Month III + IV● Continue monitoring progress from previous months while providing new information● Create Hootsuite account to control post rate of social media pages● Start driving heavy traffic to website (grand-opening)● Emphasize community outreach through website and social media posts● Begin utilizing email list for promotional/informational purposes● Get article published regarding updates of organization● Design and print rack cards

Month V + VI● Continue monitoring progress from previous months while providing new information● Evaluate successes

○ If successes don’t meet goals, determine reasoning and focus on weak points.● Utilize traditional media

○ Continue developing content worthy of widespread publication● Utilize google analytics to evaluate performance and feedback

EVALUATIONHas content been published by the blog regularly?Have articles been published in print media?Facebook

● 600-800 likes in 6 monthsTwitter

● 300-500 followers in 6 monthsConstant Contact

● 500+ in first 6 months● 25% return rate on surveys

Google Analytics● General performance review

LONG TERM GOALS● Stress the importance of social media and the fact that it is constantly changing● Once a confident and thriving business, attend events (i.e. hempfest)● Hold seminars to educate the public and create more public awareness● Continue to track progress using Google Analytics● Earn media placement in both electronic and print media by creating newsworthy

content about activities of organization.

Additional Suggestions● Be aware that there is an anti-marijuana group called C.A.L.M. (Citizens Against

Legalizing Marijuana) based out of California. This group appears before C.A.L.M. in search queries using Google. This could potentially cause conflict in the future, if the organization expands.

● Having two separate organizations (Center, Clinic) both operating under the same moniker is impracticable. The organization needs to settle on one or the other of these two acronyms entirely.