Brand Messaging Strategy:
Publicity strategy
For Kady Cravens at Build My SOP
Standard Operating Procedures & Employee Management software for regulated industries.
About the project
Build My SOP | owner Kady Cravens
Kady is the founder and CEO of BuildMySOP, a digital platform offering the cannabis industry standard operating procedures (SOPs), regulatory compliance review services, and document, task, and employee management tools specifically for the cannabis industry.
THE BRIEF
Kady and I partnered on much of her brand and marketing strategy. Building brand awareness through media engagement and long-form content like podcast and YouTube was effective and led Kady to pursue more key note speaking opportunities.
BuildMySOP was attending a lot of expos in the cannabis industry, so we put together strategic applications and was able to book key note speaking opportunities at Lucky Leaf Expos starting in 2022 and throughout the 2023 season.
We needed to have a 50-minute speech outlined and supported with a presentation, so I took the content from blog posts and podcasts to formulate an informative and engaging speech on the topic of compliance needs in the cannabis industry.
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SCOPE
Speech that would provide audience valuable information in 50-minutes and create a presentation to align with the main points of the speech.
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MISSION
To highlight the value of compliance services and industry expertise without selling or promoting the BuildMySOP business itself.
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VOICE
Proficient
Supportive & helpful
Honest
“THERE'S A PRICE TO PAY FOR NON-COMPLIANCE.
In 2020, the Colorado Marijuana Enforcemenet Division issued 108 administrative actions against non- compliant operators, resulting in $7,500- $200,000 in fines and license forfeiture.”
I opened the speech with a problem to hook the audience to keep listening for the solution. We focused on providing the audience with valuable information, tips on compliance best-practices, and suggested tools and resources that business owners could implement to help protect their business, employees, and customers.
“I’ve had such positive feedback from audience members following every event.
Jessica also helped me build content to support my personal brand and leverage my experience and expertise to become a popular and well-reviewed public speaker at events in my industry. With her initiatives in applying for speaker opportunities, outlining the speech, and creating slides to support the presentation, I’ve had such positive feedback from audience members following every event.
— KADY CRAVENS
