In 2024 I began helping to refine the Marketing Strategy for a small dispensary on the Mendocino coast, my home for a decade, called Sol de Mendocino. In 2025 we continued working together as I redesigned their website and started creating foundational content to help anchor them as a trusted source of cannabis knowledge and local products in their area.
A locally owned small business in a remote tourist town, Sol de Mendocino has a rich local history and their careful curation and focus on sustainably and organically grown local products sets them apart. The challenge was to tell compelling stories for their community of locals and visitors, create an online experience that matched their homey in-store vibe, and bring their brand into the future.
Our work began by visiting the store, discussing goals and priorities, and auditing the current marketing assets and platforms they were using. In the Marketing Strategy that I built, I solidified the Brand Voice for Sol de Mendocino and wrote a Mission and Vision statement, defined the Target Audiences and identified Content Categories and a Seasonal Campaign Calendar with ideas for content that would engage them, and audited and better integrated their Marketing tech stack. The Strategy also defined brand colors and styles, laid out goals and tactics used to reach them, and identified key content pieces and campaigns.
Once the Marketing Strategy was built, I began executing on the plan by setting up Email templates and a welcome series, building a new website in WordPress using my new favorite theme and builder, GeneratePress, and creating content that helped communicate who they are while making it easy for customers to browse and shop their menu. I also built a Marketing Calendar and Content Planner and a library of media assets from several visits to their shop (gotta make the most of having a Mendo client by visiting my old stomping grounds), and created a training video to show their team how to make updates to the website and send email campaigns with their new templates.
While building the Sol de Mendocino website, I also wrote website and blog post copy with input from their team, created graphics for the website and email campaigns, sent emails and optimized their email account, and created social media content. Now this small but busy cannabis shop in beautiful Mendocino has an easy to maintain website, a plan for telling their story and efficient marketing systems to keep their marketing machine churning.
Setting up the foundation for marketing and sharing my process to help you find your company’s marketing flow is something I love doing because it involves working with all parts of my brain, from creative to logical and scientific, and thinking big picture. If you’re looking for someone to help get your marketing systems and strategy figured out, refresh your website or finally start doing email marketing right, get in touch and let’s chat!
And if you’re ever lucky enough to be traveling down Highway 1 through Mendocino county in Northern California, stop in Sol de Mendocino on Main Street (with an ocean view) in Mendocino. They’re good people!
