Lesson Five: Active Outreach
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 stoked on Budtender training. At the very least, we want them 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 hosting a FREE budtender event in the area and we want to invite them to get SSC-Safe certified.
There are two ways you can go about this: You can reach out online, or you can reach out in person.
To Reach out Online
If the area has already been canvased by an SSC Ambassador it saves you a lot of work. All you have to do is send the following outreach email:
In Person Outreach
If we have not established a presence in the mediate area, we will need to head out in person. 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:
- 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 handing out information and getting to know people.
- 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.
If you want to go above and beyond, you can always plan to do.....
The Advocacy Adventure Challenge
The Advocacy Adventure Challenge was designed to make our outreach 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 SSC-Safe 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.