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Cannabis 101: How This Fast-Growing Industry Goes to Market in Florida and Beyond

June 11 @ 12:30 pm - 1:30 pm



Download the presentation deck

Live Virtual Panel via Zoom

Thursday, June 11 @ 12:30pm – 1:30pm


Florida’s legalization of medical cannabis has led to a “green rush” for entrepreneurs, consumers and marketers keeping up with the cottage industry around medical marijuana and its sibling, hemp-derived CBD, that evolve seemingly on a daily basis.  For interactive marketers, education is key as this dynamic industry goes to market in the media and in the public eye.  Due to the myriad restrictions on cannabis marketing, particularly on the medical side, tactics such as public relations, social media and SEO carry even more weight than with traditional products.  For marketers looking to connect to this fast-moving industry, this workshop will provide a foundational understanding of it.



  1. The current size and future outlook of the cannabis market in Florida and the U.S.
  2. The restrictions on marketing high-THC cannabis products, how that affects related products (such as CBD), and the effects of that on business, marketing and interactive strategies.
  3. The power of organic digital marketing: Making the most of public relations, social media, influencers and SEO.



Durée Mellion Ross is the President of Durée & Company, a full-service public relations firm  in Fort Lauderdale and Aspen, Colorado, with experience in the cannabis, medical marijuana and hemp/CBD industries, having represented clients such as Veritas Farms, SanSal Wellness, Tanasi, GreenWay Herbal Products, One Plant, PūrWell, PūrSlēp, Paragon Processing, Superior Flow, Natural Life Franchise Corp., and The Florida Hemp Council.  Their industry focus includes media, expos, conferences, influencers and thought leaders in the rapidly expanding cannabis space. www.cannabismarketingpr.com


Robert Friedman is the Founder of Legal Learning Series and Cannabis LAB (Law, Accounting & Business), a professional services organization that aims to bring together the professional services sector of the cannabis industry — including business owners, investors, entrepreneurs, financial services, accounting, law and other professions — so they can meet, exchange ideas, learn and grow in the cannabis space together. www.joinclab.com



Guillermo Bravo is the CEO of Foottraffik, which has served the cannabis industry since 2016 as a dispensary digital marketing agency, aiming to help make cannabis more accessible by supporting dispensaries’ growth strategies.  With offices in San Francisco and Las Vegas, the agency helps dispensaries and marijuana delivery services in the US and Canada with digital marketing needs including Google Ads, Geo Ads, SEO, SMS, and Website Design. www.foottraffik.co




Jason Ibarra is the Digital Director at Tropic Survival Advertising & Marketing and a partner in Extract Cannabis Collective, an industry networking forum whose goal is to elevate the conversation around cannabis and the cannabis industry and reduce the stigmas associated with cannabis.  A lifelong South Floridian and veteran marketer whose resume includes  regional and national brands that are household names. Jason is a self-described “risk adverse serial entrepreneur,” living by vicariously through the business of others. www.extractcollective.co


Lance Helms is a SFIMA board member and the General Manager of Digital Solutions for the South Florida Sun Sentinel.  He has worked on both the publisher and agency sides of the advertising business, specializing in the retail, higher education, home furnishings and B2B tech industries.  He has a keen interest in the cannabis industry and helped organize the Sun Sentinel’s first-ever Cannabis Marketing Summit in 2019. www.sunsentinel.com



Click here to view a copy of the presentation from this event.


June 11
12:30 pm - 1:30 pm


Zoom Meeting


South Florida IMA

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