Research and Insights
Before starting work on a campaign, Keep Left always embark on a thorough research phase to gain insights that inform our strategy and messaging that will resonate, educate and engage our audiences.
Keep Left’s media research identified growing scepticism and apathy was developing amongst key journalists following a number of recent medicinal cannabis company listings.
Omnibus research also uncovered a lack of awareness about legislation amongst everyday Australians.
Digital search insights reinforced this lack of awareness, with high volumes of searches about the legalities of cultivating or using medicinal cannabis and also how eligible patients could access the drug. We also found out that interest in medical marijuana had been increasing year on year.
Finally, we found that many people think Australia and their respective states have been too slow to progress in the medical cannabis space and there is a need for further education on medicinal cannabis and its therapeutic benefits for the broader community.
In-depth interviews with a cancer patient, pharmacist and doctor, uncovered the many challenges facing patients in gaining reliable information about treatment and access to medicinal cannabis and the need for broader education across the whole medical practitioner environment.
Keep Left’s research insights informed the core messaging and branding of Althea and drove the strategy to focus on Althea’s key differentiators of being patient-focussed – and having unique technology to solve the common education challenge.
Messaging and branding
Have you ever read an ASX prospectus? Now’s your chance – take a look at the 160-page prospectus we designed and supported Althea with copywriting and editing.
This included writing a 3,000-word business overview that told Althea’s business journey, weaving in the insights and messaging we compiled to inform potential investors about the legalities of cultivating and using medicinal cannabis and how Althea’s priorities in patient care made them so much more than your average ‘pot stock’, primed to fill a massive gap in the local market.
Building Althea’s presence from the ground up, ahead of the all-important IPO, Keep Left supported the organisation by developing a holistic brand positioning strategy, including key messaging and narrative, social media setup and content and brand refresh encompassing a logo update and new style guide with key design assets such as business cards, letterheads and merchandise.
Ahead of listing day, Keep Left delivered a media training workshop with Althea’s key spokespeople, to practice with key messaging under a variety of media interview scenarios to ensure important messages were delivered in an engaging way.
Under the strict compliance regulations of an ASX listing, Keep Left worked in tandem with Althea’s other partners, including legal and brokerage firms, to ensure alignment on messaging, media relations and key timings.
This required Keep Left to be agile to changing market, investor and media dynamics, and realignment of strategies at the last minute, all while remaining focussed on the objective of a strong ASX listing and quality introduction to Althea’s brand.