Integrated PR & Marketing Campaign
Industry: Lifestyle
Target audiences: Cannabis-curious consumers, wellness-focused individuals, experienced cannabis users, local community members, tourists, and lifestyle audiences
seeking a premium, educational retail experience. TreeHouse NY, operating as Cannabicity, is a women-owned cannabis retail destination in Schenectady’s Mohawk Harbor designed to deliver a modern, welcoming and educational cannabis experience. The Baker Agency partnered with the brand to build awareness, establish credibility and drive sustained customer engagement, first through CBD retail and community activation, and later through a full-scale adult-use cannabis launch.
The Challenge
TreeHouse NY entered the market ahead of receiving its THC retail license, requiring the brand to generate awareness, trust and foot traffic without access to traditional cannabis products. Operating within a highly regulated and evolving industry, the company needed to educate consumers, overcome stigma and clearly communicate the benefits of CBD while establishing itself as a credible and community-focused business. Following licensure, the challenge shifted to rapidly elevating visibility, differentiating the brand in an increasingly competitive cannabis landscape and driving consistent retail traffic while maintaining a premium, approachable and compliant brand voice.
Our Approach
The Baker Agency executed a strategic, phased campaign aligned with Cannabicity’s growth and regulatory milestones.
Phase 1: Education & Community Engagement
We positioned Cannabicity as a trusted, wellness-focused resource through targeted media relations and local partnerships. In-store events, including yoga classes and educational activations, drove foot traffic and fostered community connection.
Phase 2: THC Launch & Brand Expansion
Following licensure, we amplified media outreach, launched digital and print advertising campaigns, and implemented a cohesive social media strategy. These efforts elevated visibility, reinforced brand positioning and drove sustained customer engagement.
Results
The campaign successfully transformed Cannabicity from an emerging CBD retailer into a recognized and trusted cannabis destination in the Capital Region. Early efforts built strong community relationships, increased foot traffic and established the brand as an approachable, wellness-focused resource. Experiential events and partnerships created meaningful engagement and differentiated the store within the local market. Following THC licensure, expanded media coverage, strategic advertising and a consistent social media presence significantly increased brand awareness and customer acquisition. The integrated campaign drove sustained retail traffic, elevated Cannabicity’s brand positioning and solidified its reputation as a premium, communitydriven cannabis experience. Through a thoughtful and adaptive strategy, Cannabicity successfully navigated a complex regulatory environment and emerged as a standout player in New York’s evolving cannabis industry.