Salus Scientific, a medical cannabis company, submitted an application to become one of the few organizations authorized in New York State to provide medical marijuana under the Compassionate Care NY (CCNY) act.
Taking into account that 43 other organizations had also applied for the five licenses, Salus Scientific faced a challenge: the company was not yet authorized to operate, yet still had to make a name for itself and let the public know why it deserved licensure.
In July 2015, Salus Scientific hired Rubenstein Public Relations to spearhead the company’s launch and bid to become licensed. In order to gain critical local community support, RPR first focused media relations efforts in the Southern Tier of New York, securing coverage in all major outlets. RPR wrote all press materials from scratch and also initiated an active social media campaign on behalf of Salus Scientific. Critical messaging stressed Salus Scientific’s expert team, research advantage, reinvestment in the community, and commitment to economic development.
In just a few weeks, RPR secured nearly 100 million media impressions. RPR secured coverage for Salus Scientific in the FOX, NBC and ABC affiliate stations of Binghamton, NY (Salus Scientific’s target regional demographic), as well as local radio and print coverage. RPR also engaged political media, with company mentions in the State of Politics (Time Warner Cable Albany blog) and City & State. RPR also secured a cover-page feature in central New York newspaper The Post-Standard.