Cody Alt / Kushly & PureKana

OBJECTIVE

To build the personal brand of social entrepreneur Cody Alt and launch his new cannabis companies, Kushly and PureKana. To design and implement a PR campaign that would position Alt as an industry leader and open doors to taking his brands public on the NYSE.

STRATEGIES

Cody Alt, a 30-year-old entrepreneur in the bourgeoning cannabis industry, was building a vertical empire and needed media coverage to support his meteoric rise (at 26 he was grossing $50-60k a week). It was agreed that significant attention in a brief period of time would increase his visibility, promote his personal branding and facilitate successful launches of his new ventures.

Purple Penguin PR (PPP) developed press materials, storyboarded video assets and created a personal timeline/bio that focused on his small town upraising, strong work ethic and sports triumphs.

Next, PPP developed and launched a MultiChannel News Releases (MNR) that showcased Cody as a key influencer in the cannabis industry and introduced his new companies. B-roll was shot and edited focusing on Cody’s comprehensive offerings (world-class grow facility, manufacturing of edibles, CBD purity, doorstep delivery). Branding was built around the phrase: “The Amazon Prime for Cannabis.”

TV and print were targeted in specific media markets (Phoenix and LA). Business publications were deemed to bring credibility and it was agreed that vertical trade publications and online coverage would open new opportunities for partnering and future expansion. Mainstream media coverage was posted to social media.

RESULTS

A photo feature ran in High Times Magazine and another photo feature was garnered in the vertical trade publication 420 IQ. Arizona Family posted a feature online and KTVK-TV and KPHO-TV (CBS) ran recorded segments after interviewing Cody. KTAR News did a photo feature that also posted online. FOX 6 Now ran a piece and WTVA-TV and WLOV-TV likewise covered Cody’s story.

Marijuana Retail Report featured Cody while focusing on white label products. The Phoenix Business Journal did an Entrepreneur Profile highlighting his business prowess. NewKerala.com covered the Kushly launch. The Marijuana Times conducted and posted a video interview with Cody. Finally, PPP identified an Instragram influencer with a nationally known podcast and solidified an interview that supported Cody’s personal branding by positioning him as a skilled and successful entrepreneur.

Significant media coverage helped attain verification for Cody’s Instragram account. Cody’s Instagram following rose by 82% in only six months. Two of Cody’s companies, Kushly and PureKana, will be trading publicly on the NYSE in Q3 2018.