Positioning Florida’s top HBCU as a leading conveyer of public education programs where people, especially those in minority populations, can learn and talk frankly about marijuana

Services Provided

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Action Plan

  • Develop and launch an integrated public education plan with results-based approaches to educate, learn and talk with audiences statewide about marijuana
  • Design a new brand identity and narrative that articulates MMERI’s unique role as Florida’s medical cannabis industry expands   
  • Create accessible programs and resources to generate conversations about marijuana with multicultural audiences across Florida 
  • Track and measure audience engagement, program data, outcomes, and other metrics of success to to determine reach and effectiveness, as well as to adjust tactics
  • Produce comprehensive quarterly reports about MMERI’s activities and accomplishments for University leadership and other stakeholders

Results

  • MMERI’s statewide public education campaign, which includes a mix of paid, earned, shared and owned media, reached more than 8.1 million people by the end of 2020
  • Aggregated data showed the majority of those who accessed resources provided by MMERI, engaged in activities and courses, and reached through its statewide media campaigns were from minority populations
  • Four reports highlighting MMERI’s accomplishments yielded positive feedback and praise from University leaders and other stakeholders, as well as attracted the attention of organizations wanting to lend their support to the initiative

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