weGrow, a hydroponics superstore that openly marketed its products and services to medical marijuana growers and patients, needed assistance launching two new stores in Phoenix, Arizona and in Washington D.C. Given the extremely different laws and perceptions of medical cannabis on the West Coast vs. the East Coast, the messages for each opening had to be very different and had to fit each unique market in an effort to secure the most positive media coverage.
Serendipit managed the grand opening events at both weGrow locations and also handled the public relations efforts and press conferences around each store opening. Specific, and very different, messages were crafted around each opening to ensure the stores were positively received in each market.
The weGrow Phoenix store opening (June 2011) resulted in more than 250 news and feature stories across the world. Outlets included CNN, BBC, Reuters, NPR, Playboy Radio, and every news station, newspaper and talk radio station in Arizona. The weGrow Washington D.C. store opening (March 2012) resulted in more than 200 news and feature stores across the world. Outlets included U.S. News & World Report, Associated Press, CNN, Washington Post, Chicago Tribune, Jay Leno, MSNBC as well as every news station and many talk radio stations in the D.C. area.
- Award Submission
- Media Relations
- Media Training