According to a press release sent out this week, Cannify has added a new feature to their website, which allows users to check out more than 1,500 cannabis products available in the United States and save the ones that interest them.
Cannify’s mission is to “bring relevant cannabis science closer to the users, and vice versa, by extracting relevant data from hundreds of studies and making them easy to understand.” Dr. Linda Klumpers, one of the few clinical cannabinoid pharmacologists in the world, founded Cannify back in 2016. Cannify developed a science-based algorithm that helps patients learn which cannabis products are best suited for their personal needs. When patients take the Cannify quiz, it asks them in-depth questions and shows them relevant scientific literature in a personalized report. After that, they are given an overview showing which products match their reports best.
“Making your product database available is nothing new,” says Klumpers. “Making sure that it is actually useful, is a different story. The product list is easy to navigate, even for cannabis novices. Users can filter products by location, administration method, or compound: are they interested in THC, CBD, or both? It might sound so simple, but it turned out to be a rare feature on the market.”
This new addition to the Cannify platform aims to help enhance the overall utility and versatility of the system.
Cannify wants to collect, analyze and publish its data, which they hope will contribute to the advancement of cannabis research. In addition to the Cannify quiz and the product database features, the company also has plenty of educational materials, educational quizzes and customized cannabis courses available on their website.
As the cannabis industry grows so does the crucial need for child-resistant (CR) packaging solutions. There’s a long list of federal regulations that are required for any cannabis product to ensure that the package is both difficult for children to open, yet easily accessible for adults. This formula can often be difficult; add design into the mix and your packaging solution just got extremely complex.
However, brand image and appeal does not need to be sacrificed over packaging requirements. With the use of print effects, interactive elements, and captivating colors and designs, companies can create the ideal paperboard packaging for cannabis products while staying within federal regulations.
Let’s start with the packaging requirements first.
Child-resistant packaging can look aesthetically pleasing with the right design
CR Packaging Requirements for Cannabis Products
Depending on the state you do business in, your cannabis product is subject to a variety of child-resistant regulations that will keep children safe from potentially harmful materials. These regulations create packaging that is unappealing and inaccessible to children. Key elements of CR packaging for cannabis include:
Packaging must have resealable features
Packaging must exhibit a clear and detailed information label
Packaging must have an opaque appearance
Packaging must make product unappealing and unattractive to children
CR compliance requires that packaging undergo rigorous tests. The general concept is for the packaging to be difficult for children under 5 to open, while simultaneously being easy for adults to open and close.
These regulations create an immensely safer product for children. However, these same regulations limit the creative opportunities that normal packaging can provide, making most packaging for cannabis unattractive for adults.
CR Regulations & Packaging Challenges
Although CR regulations for cannabis products are vital to keeping children safe, these regulations cause a lot of roadblocks in the creative department.
Follow these tips to create a high-quality, CR-compliant cannabis carton packaging that the market will love.One of the most significant impacts these regulations have made on cannabis companies is the difficulty to align a brand image with these regulations. Every company has a brand image with which they need to align their entire marketing plan, including packaging designs. Add in strict CR regulations, and it becomes extremely difficult to balance the two.
Another key challenge in this process is structural design limitations. Businesses use inventive and innovative structural designs to help differentiate their products in a growing and crowded market. Cannabis products experience a significant disadvantage here. Cannabis companies must incorporate an opaque appearance and resealable features while also attempting to design a packaging structure that is attractive and eye-catching to consumers.
Designing CR-Compliant Cannabis Packaging that is Appealing to Adults
Although CR requirements make it challenging for companies to inject creativity into packaging designs, innovative solutions in the market do exist. These offer the best of both worlds by meeting the necessary CR guidelines, while maximizing branding, structural elements and print effects.
Incorporate Captivating Colors
Since there are no color restrictions for CR packaging, one of the best ways for a brand to express itself is through color. Companies are free to express themselves to tell a brand story utilizing unique colors in their packaging.
Before choosing a color palette, brands should ensure that packaging designs meet overall branding requirements. Consistency across branding, marketing and other avenues, will make any brand more recognizable and memorable. Colors can also set cannabis products apart from the hundreds of other products.
Smart packaging design can be simple with some good printing effects
Get Creative with Structural Design
Although CR regulations seem extremely restricting structurally, there are plenty of ways to still have a structurally appealing cannabis carton packaging while still in compliance with CR regulations. Just remember that cannabis packaging must be resealable and opaque.
In order to capitalize on your structural design process, experiment with different carton structures. Generally, carton packaging is rectangular or square but there’s ample opportunity for a variety of forms. Experimenting with designs, whether a straight carton or cartons with built-in trays, is an important step in finding the best packaging design that protects, promotes and differentiates the product it holds.
Never Overlook Print Effects & Finishes
Print effects and finishes are often an afterthought for cannabis carton packaging. Print effects and specialty finishes can make all the difference when looking for ways to set any cannabis product apart. The perfect finishing can take an average cannabis carton to the next level. Popular print effects include:
EmbossingJust because you have to stay aligned with CR regulations doesn’t mean that packaging should be plain and unattractive.
Embossing is the art of incorporating a raised image, design, or pretty much any textural component in a packaging’s design. The process of embossing allows for artwork and specific elements to stand out against the background of the paperboard material.
Debossing
Debossing, as its name implies, is the opposite of embossing. Instead of creating a raised pattern, debossing creates a pressed imprint. It’s a great way to create a tactile experience and bring something extra to a packaging design while staying compliant with CR regulations.
Embossing and debossing can be used in conjunction with a variety of foil effects and other print finishing processes.
Making Interactive Experiences
The packaging is only as memorable as the process of opening it. Making packaging memorable requires focusing on creating an experience. Elements such as reveal flaps, tear-aways, doors and more are unique ways to add interactivity to a package design. This is great for increasing engagement and brand loyalty within your target market. Who says adults can’t have fun too?
Just because you have to stay aligned with CR regulations doesn’t mean that packaging should be plain and unattractive. Follow these tips to create a high-quality, CR-compliant cannabis carton packaging that the market will love.
The end of the year is often a time for reflection when people look back at their accomplishments over the last year; and those in the cannabis industry are no different.
2017 was a year of monumental change for the cannabis industry. Riding high on a wave of electoral victories and changing public sentiment, more states than ever have legalized cannabis in some form or fashion and nations like Canada are headed down the path of full legalization.
Part of the thanks for this seismic shift in public policy and consciousness has to go to the countless women and men who have tirelessly campaigned for cannabis reform for years; but a sizable portion of that thanks must also go towards the unsung heroes of the cannabis industry: the cannabis PR firms.
Fighting on the front-lines of the war for public perception, cannabis PR firms have been essential in the reversing decades of Reefer Madness and, through constant branding and re-branding, have helped make the cannabis industry the billion dollar industry that it is today. While helping their clients achieve the branding and marketing they need, PR firms have also helped considerably in normalizing cannabis and bringing it into the mainstream lens.
So in reflection of this past year, and in thanks of those that made it happen, here’s a look at some of the top PR firms in the cannabis industry for 2017 in no particular order.
Evan Nison, Nison Co.
Evan Nison is the founder & chief executive officer of Nison Co. and Co-Founder of Whoopi & Maya. Nison Co. has over 1,800 active relationships with reporters and reviewers that cover cannabis. In 2017, the company grew to over 30 industry leading cannabis clients and 7 full time staff and 8 part time staff focusing exclusively on the cannabis industry.
Evan Nison, founder & chief executive officer of Nison Co.
Nison is the youngest member of the board of NORML, and sits on the Board of Directors of Students for Sensible Drug Policy. In 2016 he helped launch Whoopi & Maya, a women-centric medical cannabis company with actress Whoopi Goldberg and edible maker Maya Elisabeth and currently acts as its chief financial officer.
During the 2016 US Presidential Election, Evan pressed Hillary Clinton for her stance on marijuana legalization on Good Morning America during a live town hall event.
Evan has been mentioned in news sources such as the NY Times, Politico, USA Today, NBC New York, Bloomberg TV, Forbes, and has been profiled in the Ithaca Times, Home News Tribune, the Cannabist/Denver Post, and the Sun Times. He also received the 2011 NORML Student Activism Award and High Times Freedom Fighter Award for his advocacy.
Cannabis industry PR achievements worthy of note:
Co-founder of Whoopi & Maya
Executive Director of NORML NJ, in a state where cannabis could be on the path to legalization shortly.
Drug law reform efforts in Students for Sensible Drug Policy, NORML and others.
2017 PR achievements worthy of note:
Success with public companies across the cannabis space.
Over 1,200 published stories for cannabis clients in 2017
Grew to over 30 clients in cannabis, over 1,800 active relationships with reporters and reviewers that cover cannabis
Cynthia Salarizadeh, Salar Media Group
Cynthia Salarizadeh, founder and chief executive officer of Salar Media Group
With more than 15 years in public and media relations, Salarizadeh has made waves in her short time in the cannabis industry and has helped start multiple successful companies and organizations, such as Green Market Report and Industry Power Women.
As the founder and chief executive officer ofSalar Media Group, Salarizadeh has worked with some of the top cannabis firms in the industry, including the likes of BiotrackTHC, CannaRegs, Inc., Cannabis Benchmarks, Humboldt’s Finest, MassRoots, Inc., Tikun Olam USA, ebbu, Julian Marley’s JuJu Royal, Frontera, Marijuana Investor Summit, Cannafundr, The Marijuana Show, Weed for Warriors Project, CannaMoms, Robert Hoban and 99 High Tide.
In 2017, Salarizadeh shook both the world of cannabis and fast food when Green Market Report published a study she wrote analyzing the fast food habits of cannabis users. The report became a viral sensation overnight, sent up shares in McDonald’s up by .58% (approximately $3.55) and became the topic of discussion in universities around the country and as well as McDonald’s headquarters. Stories for her clients have been mentioned on CNBC, Fox Business, Yahoo Finance, Entrepreneur, Forbes, Inc, Playboy and Fortune.
Cannabis industry PR achievements worthy of note:
Launched and assisted in managing full scale event execution for the Marijuana Investor Summit 2014 – the first investor summits of its kind for the industry.
Launched Cannafundr 2014 (editor and chief of the news section and pr director – acquired by MJIC in 2015).
Co-founded Industry Power Women 2017.
2017 PR achievements worthy of note:
Managed the launch of Israel’s, and the world’s, original cannabis company Tikun Olam in the USA as the lifestyle brand Tikun.
Launched the first brand to be recognized in the media as “America’s Craft Cannabis” out of Humboldt – Humboldt’s Finest.
Responsible for one of the largest cannabis news stories of 2017, the McDonald’s-food habits of cannabis consumers campaign, raising their stock price and becoming a viral sensation.
Gaynell Rogers, Bond & Moroch
Twice a cancer survivor, Gaynell Rogers was first recruited into the cannabis industry by Harborside’s Steve DeAngelo in 2009. Since then, she has grown to become recognized as one of the leading voices in the cannabis industry.
As the director and developing partner ofBond & Moroch, Rogers works with veritable list of who’s who in the cannabis industry; including Hoban Law Group, one of the first national law firms to specialize in the cannabis industry.
Gaynell Rogers, director and developing partner of Bond & Moroch
Although Rogers is perhaps best known for securing the creation of the very first cannabis-related reality show, “Weed Wars” on the Discovery Channel, she has also been responsible for countless cover stories de-stigmatizing cannabis that have appeared on the pages of the New York Times, Washington Post, and more.
In 2017, Rogers helped make history when she worked with Hoban Law Group to create the first-ever national cannabis television commercial. Her clients also include the 420 Games, New West Summit, Power Plant Fitness and Harborside.
Cannabis industry PR achievements worthy of note:
First national publicist for Arcview Group, Harborside and Steve DeAngelo.
Responsible for a number of major cannabis news stories in The NEw York Times and Washington Post.
Secured the creation of the very first cannabis-related reality show, “Weed Wars” on the Discovery Channel
2017 PR achievements worthy of note:
Made history with getting the first-ever national cannabis TV commercial on air with the Hoban Law Group.
Success of 2017 New West Summit and 420 Games
KCSA Strategic Communications
KCSA Strategic Communications, a fully-integrated communications agency specializing in public relations, investor relations, social media and marketing, has been working with clients in the cannabis space for more than five years, and has deep institutional knowledge as well as access to decision makers, investors, entrepreneurs and analysts who are writing the rules for this new marketplace.
Lewis Goldberg, managing partner at KSCA
As a result, in 2017 KCSA launched a dedicated KCSA-Cannabis website as well as launched “The Green Rush,”a weekly, 30-minute show dedicated to the business of cannabis. Hosts KCSA Managing Partner Lewis Goldberg and Managing Director Anne Donohoe speak with reporters, entrepreneurs, lawmakers, investment bankers, CEOs, and investors.
KCSA represents a dozen public and private cannabis companies, accounting for nearly $1B in market cap and $100M in annual sales across the entire supply chain in WA, NV, NJ, CA and CO. The company will also be moderating the “Cannabis and the Capital Markets” speakers series at the Cannabis World Congress & Business Expo events in 2018. Their mix of traditional PR and IR services has helped professionalize communications efforts of many cannabis business players and has helped move the industry forward in the financial sector considerably.
Cannabis Industry PR Achievements worthy of note:
IR Work with Terra Tech
Key clients also include: Kush Bottles, 4Front Ventures, Medicine Man Technologies and Golden Leaf Holdings
Their client base grew to span the entire supply chain, from growers, refiners and dispensaries, to ancillary product companies and consulting firms.
2017 PR achievements worthy of note:
Launched “The Green Rush” Podcast
Terra Tech’s marked success in expanding the cannabis segment of their business, accounting for 86% of total revenues in the third quarter of 2017.
They have helped their clients secure speaking slots at the major conferences and trade shows.
The Rosen Group
Established in 1984 and headquartered in New York City, The Rosen Group has been working in cannabis since the inception of adult-use in Colorado to bring cannabis messaging to the national stage, collaborating with mainstream and industry media outlets and working with brands to cement positioning as thought leaders.
Shawna McGregor, senior vice president, The Rosen Group
TRG partners with brands to expand into emerging markets while educating target audiences and conveying critical narratives. Cannabis clients include infused products producers such as Wana Brands and Next Frontier Biosciences, cultivators and dispensaries such as L’Eagle Services, industry associations such as Cannabis Business Alliance and professional services such as Urban-Gro.
With strong roots in the cannabis, business, technology, agriculture, food & beverage and entrepreneurial sectors, TRG has a tremendous breadth of experience developing and implementing impactful communications plans, strategies and tactics. TRG clients receive customized, personal service and strategic initiatives specific to their goals and objectives via aggressive, 360-degree communications campaigns to maximize coverage.
Cannabis industry PR achievements worthy of note:
Senior Vice President Shawna Seldon McGregor, who founded the Denver office in 2012, was honored with The Cannabist Award for Best Firm in 2016.
TRG has helped to position Wana Brands co‐owner Nancy Whiteman as one of the foremost thought leaders in cannabis. Inc.’s May 2017 issue declared Nancy “The Queen of Legal Weed.”
TRG successfully positioned Urban-Gro in front of cannabis producers, potential investors, and industry and mainstream publications through strategic thought leadership, brand messaging and media outreach.
2017 PR achievements worthy of note:
TRG helped to position L’Eagle as a leading voice on sustainability for the cannabis industry through speaking engagements and in over 200 features and articles reaching an audience of over 200 million.
Since signing on with Next Frontier Biosciences in June 2017, TRG helped get coverage in more than 60 news outlets reaching an audience of over 193 million.
For the Cannabis Certification Council (CCC), TRG leveraged the 2nd annual Cannabis Sustainability Symposium to secure more than 40 media placements for the Symposium’s speakers, sponsors and attendees.
Jennifer Price, Potnt Agency
Potnt Agency is a public relations and integrated marketing communications agency headquartered in San Francisco, California, with offices in Reno, Nevada and Charlotte, North Carolina. The firm has deep expertise in cannabis and hemp markets with extensive knowledge of cannabis history, products, science, innovations, politics, legal compliance and best business practices.
Jennifer Price, founder and lead communications strategist, Potnt
Potnt is led by Founder and Lead Communications Strategist, Jennifer Price, who has over 24 years of experience in public relations, product promotion and event marketing experience in consumer, tech, B2B and investor relations practices.
Facilitated one of the first multi-page features on cannabis in Playboy Magazine, “The White-Collar Future of Weed” -this article included four of Potnt’s clients and was focused on a new generation of entrepreneurs aiming to revolutionize America’s cannabis industry.
Worked in partnership with HelloMD and Amanda Reiman, PhD, MSW, former lecturer in the School of Social Welfare at UC Berkeley, to promote a groundbreaking study on cannabis use as a substitute for opioid and non-opioid based pain medication
2017 PR achievements worthy of note:
Assisted in managing full scale event execution for the New West Summit 2017, the first conference to focus exclusively on the disruptive developments in technology, investment and media within the cannabis space.
These are a handful of some of the most valuable public relations experts the cannabis industry has to offer. There are many more unsung heroes in the cannabis legalization movement that work tirelessly to improve the image of our industry and support businesses in need of exposure. Next time you see a cannabis public relations expert, give them a big thank you.
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Cannify’s mission is to “bring relevant cannabis science closer to the users, and vice versa, by extracting relevant data from hundreds of studies and making them easy to understand.” Dr. Linda Klumpers, one of the few clinical cannabinoid pharmacologists in the world, founded Cannify back in 2016. Cannify developed a science-based algorithm that helps patients learn which cannabis products are best suited for their personal needs. When patients take the Cannify quiz, it asks them in-depth questions and shows them relevant scientific literature in a personalized report. After that, they are given an overview showing which products match their reports best.
