Note. The investor marketing services Objective provided to Medical Kiwi was in their initial start-up phase, ending in 2019.
As global sentiment towards medicinal cannabis is rapidly evolving, so too is legislation. In December 2018, significant changes in New Zealand’s legislation paved the way for the creation of a fully commercialised medicinal and nutraceutical cannabis industry.
Our client quickly established itself at the forefront of pioneering this budding industry in New Zealand, looking to carve out a significant share of this exciting, emerging global industry, estimated to reach USD $150 billion by 2025 (Grand View Research, April 2018).
Having completed round one of seed funding, they were looking to raise a further NZD $2 million to fund the build of a state-of-the art facility and start cultivation. To do this, they required a strong investor marketing strategy and plan that would enable them to win over investors, and establish a unique position amongst other Kiwi competitors racing to be in line to capitalise on the legislative change.
With a clear understanding of target audiences, we provided advice on market positioning and established a compelling value proposition with aligned key messaging. Positioning focused on making a positive impact and ‘cultivating change’ via a medical and scientific approach.
In need of a solid foundation to market from, we facilitated a website refresh, set up social media channels, and created supporting tools and materials to sell their proposition, including an information memorandum, investor video, pitch decks, roadshow materials and printed collateral.
With their offer out, we developed and implemented targeted communications to raise awareness, generate interest from potential investors, engage the public’s interest and buy-in to the company, and convert leads into investors. This included search engine optimised blog content, eDMs, social media posts, and media coverage.
Our initiatives targeted the international wholesale investment market and high-net-worth individuals.
We helped get our client investor-ready by preparing and equipping their team to go to market with a strong brand, online presence, and collateral to effectively present their proposition and stand out in this rapidly growing market. By the end of 2019, they were well-positioned to continue with their growth plans and take further steps towards bringing real change to people’s lives and health outcomes.
I am super grateful for the work your fantastic team have done to get us off the ground and investor-ready. The strategy, brand positioning, online presence, content, collateral and investor relations work you did has set us up to be a key player in the emerging NZ medical and nutraceutical cannabis industry. Michael Packer, Non-Executive Director