Professional Documents
Culture Documents
By Cassidy Mace
Situation Analysis
community center, and juice and wellness bar owned by Wayne Stocks.
Locally grown flowers, edibles, concentrates, shatter wax, vape pens and
skincare are sold here. The owner, Wayne Stocks, goal is to have The Green
adding the juice and wellness bar and is the nations first 100 percent
industry on an ethical and sustainable path. The Green Heart Oregon hopes
to offer the consumer something new and different, but most of all offer
every option possible when it comes to the customers health and happiness.
External Environment
The cannabis industry has been changing and growing the past few years in
the recreational marijuana industry has the potential to hit $300 million in
sales, 46 million in wages this year and it has already created 2,156 jobs. In
the beginning of 2016 edibles could only be sold to medical patients, but on
March 8 Oregon passed a bill declaring that recreational users will be able to
purchase edibles from dispensaries. However, officials have not given a date
users have to pay a tax when purchasing marijuana, and, according to OPB,
offices and the last 5 percent will go to the Oregon Health Authority for for
services. With this change, The Green Heart Oregon will be able to generate
This newly regulated market still holds a lot of social and cultural stigma
marijuana in general. This will be the biggest factor that will get addressed
in the plan so that anyone walking into The Green Heart Oregon can feel safe
and comfortable.
Business Analysis
One unique characteristic of The Green Heart Oregon is that it is the nations
cash and a majority do not have an ATM on site because banks dont want
our weed money said an employee who works at Medicine Tree, which is
The Green Heart Oregon will also be adding a juice and wellness bar, which is
that offers a family friendly environment where friends can meet up, relax
and have a cup of coffee. The Green Heart Foundation is a 501(c)(3) non-
vegetable, Cannabis.
An internal threat to this campaign is the fact that The Green Heart Oregon
only just opened and has not fully gotten on its feet yet. Since it has only
been open for a couple months now, it is hard to say how much money the
juice bar and caf are not up and running yet and not able to produce more
revenue.
Yamhill Countys first licensed cannabis dispensary, so it has been open for a
with Medicine Tree being open for two years now, there should be a website
up and running or at least a more updated Facebook page. With The Green
Heart Oregon only being open for about two months now, it is
understandable that its online presence hasnt fully surfaced yet. Medicine
Tree does have somewhat cheaper prices and more products available for
Target Audience
The publics to be communicated through the PR campaign will be
recreational users and people who are curious about the Cannabis industry
but dont want to admit it and possibly too shy to come in just yet. A
both sexes.
Goal:
The goal of the campaign plan is the adoption of The Green Heart Oregon as
Objective 1:
Strategy A:
Hold a grand opening event for the Juice and Wellness Bar, with drinks being
sold at half the price and coupons being handed out offering deals in the
dispensary. This will be done in the hopes of getting prospect customers who
are not comfortable with the idea of medical and recreational marijuana to
still come and check out the Juice and Wellness Bar. The coupon for the
back and check out the dispensary. Then, the tally of coupons that end up
being used in the dispensary will indicate how many prospects made their
way over from the Juice and Wellness Bar to the dispensary.
Tactic 1:
Use social media to announce the event and advertise the incentives at least
3 weeks in advance. The week of the event a post about the event will be
Tactic 2:
Send a press release to the New Register announcing event and inviting
people to come. The press release will have details about the event and the
special pricing.
Tactic 3:
Have the newsletter for the dispensary in the juice bar so customers can see
what type of information will be inside of the newsletter. A sign up sheet will
be placed next to it to help indicate how many customers attending the Juice
and Wellness Bar grand opening are also interested in the dispensary.
Strategy B:
Use media relations to help people feel more comfortable with this
business.
Tactic 1:
Pitch a letter to the News Register for a feature story on the business and the
three aspects of it; Dispensary, Juice Bar and Community Center. The
journalist will be invited to the Juice and Wellness Bar grand opening and
then offer him an in person exclusive with the Wayne Stocks on his decision
Tactic 2:
Send a fact sheet with the pitch that will explain the mission and goals of The
Objective 2:
Evaluation, trial, and the adoption of The Green Heart Oregon by having an
average of 10 more customers a week walk into The Green Heart Oregon.
Strategy A:
June 2 is when edibles can be sold to recreational users, so host an event the
following Saturday with special deals on edibles. The event will be held the
Tactic 1:
Send a press release to the News Register about June 2 explaining new laws
for recreational users. Include in the press release that The Green Heart
Oregon will be hosting an event for this special occasion with special prices
Tactic 2:
Use social media to announce the event and incentives, at three weeks prior
to the event.
Tactic 3:
Send a radio news release to KLYC that tells how much money marijuana has
made in taxes so far and where that money will be going toward, giving it a
Strategy B:
Tactic 1:
Have the print newsletter send out a coupon for every issue and send an
electronic email blast any time there is a sale going on for the entire store.
Tactic 2:
Start using a loyalty card where on your 10 visit you can receive either a free
References:
from first month of taxed recreational marijuana sales. Retrieved March, from
http://www.oregonlive.com/marijuana/index.ssf/2016/03/first_month_of_taxed
_recreatio.html
Crombie, N. (2016, March 29). Kate brown signs bill giving medial
from
http://www.oregonlive.com/marijuana/index.ssf/2016/03/governor_signs_bill_
giving_med.html
Horsey, L. (2015, Jan 1). Sharon Kelly story: how she beat her lung
http://www.cureyourowncancer.org/the-sharon-kelly-story-how-she-beat-her-
lung-cancer-with-cannabis-oil.html
https://www.thegreenheatoregon.com
The Stoners Cookbook. (2012, April 18). Peach & Cannabis Popsicles.
https://content.govdelivery.com/attachments/ORDHS/2016/05/03/file_attach
ments/544334/Informational%2BBulletin%2B2016-10%2BRules
%2BRegarding%2Bthe%2BExpansion%2Bof%2BEarly%2BRetail%2BSales.pdf
has-received-almost-900-rec-applications/
Report: Oregon Rec Sales Could Hit $300M - Marijuana Business Daily.
sales-could-hit-300m/
http://www.opb.org/news/article/marijuana-cannabis-oregon-recreational-
sales-laws/
Dear Don Iler,
you wrote two articles relating to The Green Heart Oregon so it seemed fit for
me to propose this story to you. In one month The Green Heat Oregon will be
completely open not just as a dispensary but also as a Juice and Wellness Bar
The Juice and Wellness Bar is hosting a grand opening event on June 19.
The Green Heart Oregon Community Center, Juice and Wellness Bar and
licensed Cannabis dispensary would like to invite you to join is during our
grand opening. Wayne Stocks will be in attendance for this event and would
like to offer you an exclusive on the three aspects of the business; The Green
Heart Oregon Community Center, Juice and Wellness Bar and licensed
Cannabis dispensary concept. Stocks will also openly discuss his decision to
During the event, drinks will be sold at half price and coupons for
Wellness Bar will offer whole plant juicing and other non-psychoactive
cannabis use. By juicing the plant, customers can receive holistic benefits of
Best,
Cassidy Mace
Fact Sheet
Our Mission
The Green Heart Oregon is focused on building a local Cannabis community
that is committed to leading the industry on an ethical and sustainable path.
To serve the community by creating a space where people can gather
and learn about the many benefits of Cannabis as a medicine
To partner with local farmers on developing organic and sustainable
farming practices
To offer various holistic option to those in search of natural healing
methods
To collect patient data in order to advance medical research, testing,
and access to resources
To offer a healthier approach to personal wellness management by
harnessing the abundant nutritional properties of the Cannabis plant
To establish ethical practices in the Cannabis industry by putting the
patients well being at the heart of everything we do
Conscious Cannabis
The Green Heart Oregon is a community of people that is driven by our own
uncompromising social and ethical standards. In the new and thriving
Cannabis industry, our path is one of compassion, community, and
commitment.
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