Once you have your contact list as complete as possible, it is time to begin active outreach. Remember, you are tasked with shaking hands and building relationships out in the community. Our end game is to get as many companies as possible to follow Sativa Science Club on all major social channels and, more importantly, to be our friends and sign up for our newsletter.
The good news is that by now, all of the research is behind you, and you are ready to do the fun part. You can start by contacting any businesses you know personally. Feel free to use any of the templates in your Copy Me folder, or craft an email of your own. The goal is to let them know that we are going to be passing through the area and we would love to swing by to tell them a bit about Sativa Science Club.
Here are the steps to success for an awesome outreach campaign:
- Select a date
Face to face interaction is critical. Plot out a map for yourself and try to visit as many businesses as possible over the span of one or two days. To give yourself plenty of time to promote your visit, schedule this date at least two weeks in advance.
- Email Mary
Make sure you put a copy of your Outreach Zone Spreadsheet into our group folder.
Once we add this to out Master Outreach Spreadsheet in your employee color, we will customize following email and send it to every business on your list:
My name is (____) and I am an outreach ambassador at Sativa Science Club, a local cannabis education initiative. You can learn more about who we are and what we are up to in our media kit below.
We really enjoy your brand and would love the extend an open opportunity to collaborate. In fact, I will be strolling through the neighborhood on (date) If you would like to connect. In the meantime, we hope that you and your team will enjoy our downloadable dispensary field guide. Feel free to pass it on as a gift to your clients!
(Title), Sativa Science Club”
- Social media invites
After the above email has gone out, we will post an event invite on our official social media account. In this invitation, we will let folks know that you will be in the area attempting to accomplish our Advocacy Adventure Challenge. We will then tag you and all of the businesses in your outreach cluster so everybody knows exactly who is coming and why.
- Make your visit an event
This is where your winning personality will come in to play. We never want our visits to feel like a sales call. Instead, we do everything in our power to make this engagement creative and fun. This is why we've created.....
THE ADVOCACY ADVENTURE CHALLENGE
The Advocacy Adventure Challenge was designed to make our sales attempts feel more like a scavenger hunt. Getting out into the world like this provides ample opportunity to engage in some viral cross-promotion. Advocates are asked to print out the challenge list below and attempt to accomplish as many of these items as possible while they are out and about for the day.
We will check in with you periodically to share your progress on social media. The goal here is to be a little silly, show some personality, and make this feel like an exciting event. We want retail shops to be stoked that we are coming to visit their neighborhood. We are like the ice cream men of Cannabis Education and cross-promo.
THE MEDIA KIT
Before you set off on your voyage, be sure to touch base with Mary to pick up your media kits. These are small packets including the following materials:
- Our University brochure
- Our sponsorship brochure
- Your business card
- A formal invitation to collaborate signed by Mary
- SSC Stickers
- Our budtender field guide
These are unexpected gifts that we like to leave behind. Be sure to put them directly into the hands of a manager or business owner whenever possible.