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Goodship Social Overview:

Goals

To Educate & Activate Goodship fans
Clearly differentiate based on micro dosing and quality ingredients/ production practices
Create consistent product demand

Brand Defined: The best tasting, most fun edibles on the market with a conscious. If you are what you eat, then we’re a guilt-free delicious party. Our products are fairly sourced, quality made, and check all those adult boxes without losing an ounce of childlike imagination. Join us on board!

Social Vision: Social media is overrun with selfies, fashion, exercise routines, and green smoothie recipes. Cue Goodship: we’re here to bring a smile to any feed. We want followers to leave some responsibilities to the side and dream, even if just for an Instagram nanosecond. Remind followers that it’s ok to have a moment of whimsy.

Message: Dial in to your optimum cruising altitude.

Social Competitors:
Moxy, Smokeys, Lord Jones, Bon Bons, Serra, Marmas, Pure Kana, Spot, +CBD

Why is Goodship better?
Look and feel is consistent, Lifestyle photography is captivating and non-corporate, familiar tone

What we can do to be different:
Show close-ups of product servings, minimal shots, post more often, tie in to retail where compliant, polls, quizzes, community involvement, drive home selling points of fair trade and quality, increased product differentiation

Look, Tone, and Feel:

Post look

Posts should be colorful and whimsical, but not childish.

Texture and color together give the photo both fun and sophistication

Texture and color together give the photo both fun and sophistication

We find that marble is a great substitute for a bold pattern

We find that marble is a great substitute for a bold pattern

Seasonal photoshoots in a strategic color palette are great lifestyle shots

Seasonal photoshoots in a strategic color palette are great lifestyle shots

Patterns are an excellent way to make product pop!

Patterns are an excellent way to make product pop!

Stimulate appetite with other foods and beverages

Stimulate appetite with other foods and beverages

Post new recipes using our products for better engagement

Post new recipes using our products for better engagement

Our packaging is frankly awesome - flat lays show it off best

Our packaging is frankly awesome - flat lays show it off best

Showing raw ingredients reinforces our commitment to quality

Showing raw ingredients reinforces our commitment to quality

#inthekitchen shots are a huge hit!

#inthekitchen shots are a huge hit!

PHOTO DON’TS

grid breakdown

50% Product/Flat-lay/Lifestyle,
20% Seasonal Editorial
10% #inthekitchen
10% Recipes
10% Cultural/Events

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post format

Always include warning text in the end of the post when cannabis products or cannabis is being shown
Warning should be separated from captions with periods
Hashtags should be included after captions. In some cases, can be used in the sentence to highlight the campaign or word

 

Tone of Voice

Goodship is fun, playful, creative, witty and friendly. We constantly prioritize consistency in product and safe, informed consumption. Goodship is the most approachable edibles brand on the market – the fun playful nature of the brand invites experimentation and trial for experienced and new cannabis consumers alike.

Goodship consumers want to laugh and enjoy new experiences. The idea is to stimulate creativity, pique curiosity, and inspire. Focus on content that is new and interesting and avoid the mundane. For example, posts about emerging technologies, provocative interpersonal topics, and imagining the supernatural interest our demographic far more than a presidential debate or foreign economy.


Phrases we use

Dial in to Your Optimum Cruising Altitude
This is a primary product benefit - remind consumers of all experience levels that Goodship is a consistent and enjoyable experience for them.

Damn Fine Edibles
Goodship is always respectful, but sometimes playfully irreverent. We like to combine childhood whimsy with the maturity of our legal audience.

In Good We Trust
Another example of punny, tongue-in-cheek fun, this is our go-to tagline for posts about our tokens.


hashtags

Brand: #lifeonthegoodship #damnfineedibles #ingoodwetrust
Product: #edibles #weed #inthekitchen


words we don’t use

Stoner, reefer, marijuana, dope
Words that tie us to laziness or racism as well as antiquated terms are never a good choice

Laced, firecracker, cocktail
Any insinuation that our edibles are unpredictably dosed is not a good representation of our consumer experience

Goodship is punny and tongue-in-cheek. A playful proximity to irreverence is perfectly on brand, but do not approach race, economics, or politics in a way that can offend.


Feel

(what do we want them to feel after engaging with a post - “welcome home” feel included, feel proud FAIR TRADE, ORGANIC, making a good choice, shopping)
The Good Choice - pull 3 posts with that message.

 

Audience

Target: HH income median $70k or higher, age range 25-45 years, gender bias balanced male/female but over indexes in females vs the gen market

Actuals:

Age Range

via Instagram Insights

Top Cities

via Instagram Insights

Gender

via Instagram Insights

List of Official Accounts

GLOBAL:
Instagram: @thegoodshipco
Facebook: The Goodship Company
Twitter: @thegoodshipco

CANADA:
Instagram: @goodshipcanada

Strengths Defined:
Strong visual recognition
Edibles are a fast growing segment
Fun and Approachable
Packaging photographs well

Weaknesses Defined:
So many competitors (hard to stand out)
Geographic limits = small following
Not posting enough to keep algorithms in our favor

Opportunities:
Partnering with dispensaries & Budtenders (co-branded shots)
Use video & animation content more
Leverage mainstream, non-cannabis influencers
Verification