City of Los Angeles – Department of Cannabis Regulation

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To better meet the needs of the local community and cannabis related stakeholders and their respective interests, LA DCR sought to hold a series of Meeting Groups and Listening Sessions across the City. The intention was to inform and develop programs and policies that better serve the community and stakeholders involved in or impacted by cannabis policies and programs in Los Angeles. Educating the public and business regarding cannabis regulations, guidelines, and business requirements through healthy community dialogue was ultimately the main goal of this project.

Scope of Work

  • Social media content/posts
  • Media relations
  • Marketing campaign
  • Regional radio advertising campaign
  • Virtual meeting rooms
  • Stakeholder interviews
  • Video production
  • Production of educational collateral materials in multiple languages

Radio Campaign

MBI also conducted an extensive radio media relations/marketing campaign for DCR that included the following components:

  • On Tuesday, April 20, 2020 (“4/20”), DCR took over three of L.A.’s most popular radio stations: Power 106, Cali 93.9 and 102.3 KJLH
    • During this kick-off event, DCR had more than 200 commercials air across a region that covered from the beach to the Inland Empire
  • Along with radio spots, MBI secured 2½ minute live interviews that aired on each station and allowed DCR staff members to discuss cannabis topics and DCR’s goals to connect with members of the community
  • Each station also provided DCR extended exposure via eblasts, website banner ads (linked directly to the DCR webpage), and social media posts/mentions
  • All of these tactics helped drive listeners directly to DCR’s website for a hugely successful campaign

To access and tour the VMR built for the project: Click Here