Client: New Dia Dispensary
Industry: Cannabis Retail
Location: Massachusetts
Services Provided: Branding & Marketing, Events & Experiences
Background
New Dia Fenway, a new-to-Boston cannabis retail business, was in the 6 months of opening their doors, at the end of the first Red Sox season and heading into the second half of year 1of operations (Fenway park is directly outside of New Dia’s front door). With the unique location of the store, the grandiose layout of the 11,200 square foot cannabis mall, the owners wanted to differentiate their brand and create a standout experience for their customers in the entertainment district of Lansdowne Street. The challenge was unique to the location, where the audience changes every few hours, (venues on the street including 2 music halls, and one legendary MLB Park) and providing an experience unlike any other. Mix that with navigating complex regulations, the unique challenges presented by the ever-changing audience at the front door, the plan of plotting a “separation from the pack”, and building the biggest microphone possible allowed TWG to get creative with what can only be described as “the social experiment of New Dia year 1.”
Objective
TWG evaluated current systems and areas to improve by strategizing a robust event & marketing plan. This involved building attention grabbing activations while using the sales floor, the lounge space and the lively neighborhood connections. Together New Dia and TWG defined the experience at New Dia as the main focus, defined the different audience groups and catered to them, rather than focusing solely to promote the products on the menu. The development included building up the systems of communication and channels of execution; including project management that nurtured the build of a robust street team to build grass roots promotions, building relationships in the neighborhood, establishing a visiting host plan and putting the event venue on the map, all working to get excitement in front of the crowds.
The TWG Approach
Business Operations Optimization
TWG worked closely with New Dia’s leadership team to review their internal systems, processes, and team structures. By conducting a thorough audit of their marketing operations, TWG identified key inefficiencies in workflow, communication, and task delegation. Using a project management approach, TWG streamlined the dispensary’s marketing and communication operational procedures, ensuring that departments—such as sales, inventory management, customer service, and security—were properly aligned. This helped New Dia reduce voids in communication chains, increase efficiency, and lay the groundwork for growth.
Results:
- Improved communication between departments, leading to faster decision-making related to customer service
- Established clear roles and responsibilities, allowing staff to operate more autonomously and focus on customer experience
- Enhanced the relationship with 3rd party vendors, outsourcing for professional support and systems where necessary
- Built a foundation of communication channels, cadence and tone in which New Dia communicated directly to customers and other stakeholders
Branding & Marketing Strategy
With a solid foundation in place, TWG helped New Dia develop a brand awareness campaign that was both distinctive and aligned with their values. We led a series of workshops with the New Dia team to determine the core elements of their brand: visual identity, customer experience, established systems, pain points, wish lists and room for improvement. TWG then designed a multi-channel marketing strategy that included a CRM plan, website streamline, social media presence, curated campaigns, OOH marketing campaigns, an events and experience plot and schedule and leaned into local partnerships.
The branding and marketing strategy also incorporated sensory experiences—how the brand would look, feel, and resonate with customers. This helped New Dia create a cohesive and memorable brand presence that attracted loyal customers and made a strong first impression.This also guided how New Dia “showed up” outside of the store and in the community.
Results:
- Created a brand model that stood out in a crowded market, with a clear focus on lifestyle, experience, quality and community.
- Increased foot traffic to the store by 40% in the first 3 months post-launch.
- Achieved a 25% increase in customer retention through strategic marketing campaigns.
- Marketing campaigns consistent throughout all channels, establishing recognizable brand awareness throughout the city and beyond; i.e street team promotions, gorilla marketing, SEO & advertisement placement etc.
- Pledge Dia Campaign: a reach to connect with college students living in the surrounding areas, increased the engagement of the loyalty program, drove 5,000+ new customers in a 1 month period.
- Voted Boston’s Best Dispensary by WeedMaps
- 5 Star Retail Experience by NeCann Cup
Events & Experiences
The goal to drive awareness of New Dia and what the space provided started with getting the systems in place. First, TWG helped establish a robust visiting host plan, offering venue reservations for local creatives, producers and small businesses to engage in the space, bring their own network into the fold. Then, it was time to promote and plug, by getting the most eyes on the space and the program. In addition to having an open call and invitation to visiting hosts, TWG x New Dia established their own rounds of events & engagements, working with different groups, supporting and sponsoring community & industry events alike. We launched a practice that included getting in front of neighboring businesses. Part of building up the experience of in store was mobilizing the message, which led TWG to develop a promotional street team to build engagement in the surrounding neighborhoods.
Results:
- Increased foot traffic by 25%, continued to build month over month.
- Street team leveraged the opportunity to get in front of the crowds and have audiences interact with the brand throughout creative activations.
- Established Dia Market & HoliDia Market a seasonal program that celebrates small businesses and creatives with over 50 vendors that participated in year 1.
- Established the Black Walls Gallery, a cohort of artists that call New Dia home to their rotating art shows.
- Established report with artist management & local venues to streamline the hospitality plan for visiting artists and high profile VIPs visiting the neighborhood / store.
- Produced SKATE;hosted 4x in 2024, this live action sporting event collides local athletes with cannabis brands as sponsors, all events produce record breaking days with guests in store & sales.
- Portal To: Plants & Other Medicines; education forums and panels that build education and advocacy.
