Reigniting Relm Cannabis
Challenge
After a nearly four-month closure, Relm Cannabis needed a strategy to re-engage its loyal community and drive awareness for its grand reopening in Burlington and the surrounding areas.
Solutions
Marigold PR developed a comprehensive campaign involving media and influencer relations, community engagement, and event management to reconnect Relm with its local customers, ensuring strong attendance and brand presence at the grand reopening.
Results
The event surpassed attendance goals, secured quality media coverage, and generated significant online engagement, leading to a notable increase in sales.
Challenge
Relm Cannabis, one of Ontario’s first legal cannabis retailers, opened on April 1, 2019. After winning a license through a government lottery, owner David Nguyen quickly built Relm into a community hub, serving over a million customers in Burlington and beyond. However, a four-month closure due to a burst pipe halted operations and put customer loyalty at risk. Relm needed to reconnect with its customer base and rebuild brand awareness.
Solution
Marigold PR executed a high-impact campaign focusing on media and influencer relations, community engagement, and event management to drive attendance and sales.
Media & Influencer Relations: Marigold PR engaged cannabis influencers and local journalists, securing media coverage and social amplification. The narrative emphasized Relm’s role as a community hub and its highly anticipated return.
Community Engagement: Leveraging its extensive GTA network, Marigold PR promoted the reopening through social media, e-newsletters, and in-store signage. Tether, Canada’s Budtender community, powered by Marigold PR, further expanded its reach.
Event Management: Marigold PR handled logistics, ensuring a seamless event experience. This included onsite brand activations, swag bags, signage, and hospitality elements to maximize engagement.
Results
The grand reopening attracted 69 attendees. Eight cannabis brands participated in the event, Sticky Greens and BLK MKT activating onsite, while Collective Project, Medipharm Labs, Muskoka Grown, General Admission, No Future, and Pearls contributed samples, giveaways, and VIP experiences.
Earned media and influencer coverage reached 1.68 million people through BurlingtonToday, StratCann, Inside Halton, and highly-regarded cannabis influencers. Social media and email campaigns generated 6.8K impressions with a 7.8% engagement rate, while newsletters achieved a 38.2% open rate. Most importantly, sales increased post-event, proving the campaign’s effectiveness in reestablishing Relm’s market presence. Owner David Nguyen called the reopening a turning point for Relm, solidifying its position in the community after months of uncertainty.
Social media and e-marketing efforts generated 6.8K impressions with an engagement rate of 7.8%. Newsletters during the campaign achieved an impressive 38.2% open rate, resonating well with the intended audience.
Following the event, sales at Relm increased, confirming the effectiveness of the re-engagement strategy. Owner David Nguyen highlighted this as a key success, reinforcing the impact of the campaign.
