Our Outreach Program Major Bloom Worcester

Surveying and Interviewing Marginalized Communities | Positive Impact Plan Proposal for Selected Partners

January 2021

The purpose of this document is to guide the outreach efforts which involve communities economically impacted by prohibition. The steps include intentionally targeting marginalized (adults 21+) low-income neighborhoods where marijuana arrests have been historically prevalent. The plan consists of four primary components;

1. Traditional Reach (canvassing and print)
2. Data collection (surveys & in-person interviews)
3. Data analysis (decision making)
4. Events (certificate, classes, etc.)

This proposed plan is primarily created for Major Bloom’s community partners and the neighborhood in which the business is licensed for retail, manufacturing, and delivery operations. Although this model has the potential to be executed in many other marginalized communities with high arrest rates across the nation, its full intention is to start local and is prepared with its local community in mind.

Executive Summary: Major Bloom has an Economic Empowerment Certificate as a marijuana establishment, providing an opportunity to help local communities impacted by social issues involving disproportionate arrests. Through workshops, courses, and events, Major Bloom curates the information which aids the reverse of social stigmas around cannabis while also providing economic opportunities for its target (adults 21+) audience.

To gain valuable information about their target needs and requirements, Major Bloom is planning to interview & survey the community members within disproportionate impact areas. The company’s unique location introduces frontline connections to the community based on the Cannabis Control Commission’s tracts as undeserved impact areas. 

GUIDANCE ON REQUIRED POSITIVE IMPACT PLAN AND DIVERSITY PLAN

TRACT INFORMATION: Designated Worcester Census Tracts Full Census Tract Name: Worcester County 730200, 730500, 731002, 731203, 731204, 731400, 731500, 731700, 731800, 732302, 732400, 732700, 733000

Objective: The desired outcome is to reverse the harms of prohibition in disproportionately impacted communities by promoting participation within the industry and other economic opportunities. We will achieve these goals through a series of surveys & interviews conducted directly within these neighborhoods. Through analysis, we are holding ourselves accountable by quantifying the data to make decisions around hosting professional and personal development events, courses, and classes.

Stakeholders: Members of government, non-profit, for-profit businesses, and educational institutions that share the common goal of introducing personal development and economic opportunities to the local underserved communities.

Stakeholders, Partners, and Organizations
City of Worcester	Dr. Sarai Rivera – District 4 Councilor
Worcester Regional Chamber of Commerce	Alex Guardiola – Director of Government Affairs
Worcester County NAACP	Fred Taylor – Vice President
Local Community Officer	Officer Sean Lovely
Clark University, School of Professional Studies	Mary Piecewicz – Associate Dean
Clark University, School of Management	Lawrence Norman – Marketing Professor
Curaleaf, Holdings	VP of Corporate Responsibility
Yale School of Medicine	Navin Kumar – Ph.D. candidate Sociology
Gibby’s Garden	Kimberly Gibson – Co-Founder
CasLu Culture Consultants	Coralie Casimir – Co-Founder
MCR Labs	Jennifer Roy – Marketing Manager
Humboldt Masters (Fathom)	Andrew Kazaoff – CEO

Local Business Partnership – In preparation for the resident surveys & interviews, we will continue approaching local business owners to gauge their level of interest and involvement. Their involvement includes advertising space on the direct mail drops, in-store printed material leading their customers to the survey.

Direct Mail Drops – With targeted mail drops through the USPS, QR Codes & Mobile SMS Text Marketing; each drop will lead residents directly to an online survey. The drops play three primary roles; 1. Directed to surveys 2. Creates Awareness 3. Advertise local businesses

Recruiting and Training Surveyors – The surveyor’s role is designed around optimizing communications with residents based on traditional at-home availability. The ideal candidates have customer service and communication skills. The surveyors are responsible for going door-to-door, collecting as many surveys as possible.

Paid Media – With a focus on survey data, Clark University and other non-profit stakeholders, as well as hands-on training and education. Run ads deliberately avoiding cannabis company branding through press releases, and other media outlets such as Masslive and Telegram.

Data-Driven – Using the interview & survey data, create specific events & training to promote full participation within the industry, and foster economic and educational opportunities for residents in the neighborhood. The most important aspect is to engage with the target audience to make decisions on events, training, educational and economic opportunities.

Data Collection (subject to change):

Phase 1 – Demographics

Name

Address

Email

Phone

Age

Gender

Race

Edu.

Marital

Occupation

Phase 2 – Experience

Have you or a family member interacted with Law Enforcement? 0 -10 – rate your interaction – ten most pleasant. In which capacity? 

• Family in Law Enforcement

• Stop and Frisk

• Arrested 

• Vehicular Stop

• Call for help

• Other 

Have you or a family member been arrested for marijuana?

• Yes – Family

• Yes – Myself

• No.

Have you heard of any potential medicinal benefits of marijuana?

• Yes
• No

Do you know the history of marijuana prohibition in America?

• Yes
• No

Have you considered a career in legal marijuana?

• Yes – Cultivation Function

• Yes – Processing Function

• Yes – Retail Function

• Yes – Delivery Function 

• Yes- Marketing Function

• No.

What is most important for a legal cannabis company coming into your neighborhood? (rank)

• Non-Profit Donations 

• Marijuana Education

• Community Clean Up

• Educational Events

• Other Considerations

Major Bloom is hosting professional and personal development events/seminars. What topics do you believe they should cover?

• Career Development

• Cannabis Business Certificate

• Entrepreneurship Development

• Creative Expression

• Other Considerations

Results: There are approx—twenty thousand residents over the age of 21 in the tracts listed below. The state’s Guidance for Areas of Disproportionate Impact – our goal is to collect 400 surveys per session. With the 400 surveys, we can make a firm decision on the events we’d host throughout the year. Additionally, the surveys will create an employment pipeline alongside economic and educational opportunities.

• Worcester Census Tracts 73; 17, 2230; 2320; 2400; 2500; 2600; 2700
  • Total Population: 26,500
  • Population 21+: 20,000

Additionally, we’d like to have a pipeline of residents interested in our business certificate program, which will be hosted four times a year for 5 participants at a time.

• Survey Goal: 800 completed surveys a year
• Interview Goal: 30 completed one on one per year
• Number of Surveyors: 4 Major Bloom Employees
• Shifts: Thursday, Friday, Saturday – 2 pm to 6 pm
• At least 12 complete surveys a shift

Budget Detail	Per Session (subject to change)
Compensation + Bonus	+$18,000
Hawkers Licenses	+$500
Mobile Stipend	+$500
Uniforms (vest, ID, sneakers)	+$1,500
Local Business Partnership	+$1,500
Print & Digital Content	+$1,500
Direct Mail Drops	+$5,000
Event Budget	+$2,500
Admin Support	+$2,000
Total	$33,000

Week	Proposed Schedule (subject to change)
1	Local Business Partners
2	Digital and Print Design
3	Hiring & Training Surveyors
4	Paid Media | Mail Drop
5	Start Door Knocking
6	Mail Drop | Door Knocking cont
7	Paid Media | Door Knocking cont
8	Mail Drop | Door Knocking cont
9	Door Knocking cont
10	Mail Drop | Door Knocking cont
11	Paid Media for Event
12	Host Event