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Legend
Integrated Marketing Communications Plan
For this fast-paced Mini-MBA program, I created a full marketing communications plan for Legend, an affordable cannabis brand by TerrAscend.
The goal was to build a strategy that strengthened brand visibility, trust, and engagement across key markets while staying compliant with cannabis regulations.
Where simple products meet real people, real moments, and real value.
Project Overview
TL;DR Edition
Overview
This project involved developing an Integrated Marketing Communications (IMC) plan for Legend, an alternative medicine brand, focusing on brand positioning, audience insights, and cohesive messaging across multiple channels within a highly regulated industry.
The Problem
Brands in the alternative medicine space must balance meaningful, trust-building storytelling with strict regulatory requirements, making it challenging to create marketing that feels authentic, engaging, and compliant across touchpoints.
My Role
Brand Strategy & Marketing Communications Lead
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Conducted audience and competitive research
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Developed brand positioning and messaging frameworks
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Created an integrated, compliance-aware marketing plan
Outcome
Delivered a cohesive IMC plan that aligns Legend’s brand voice, visual identity, and messaging across channels while remaining compliant and strategically focused on growth and brand trust.
Now... To make a short story long
The Capstone Course
The Mini-MBA: Brand Development & Marketing Communications program at Rutgers equips brand and marketing professionals with a cross-functional, customer-centric perspective on brand growth, communication strategy, and integrated media planning.​
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Focus areas include: brand development and differentiation, integrated marketing communications, customer research and insights, and navigating a complex media landscape.
The Project at a Glance
Brand
Focus
Strengthening brand visibility, trust, and social engagement across key markets while maintaining strict compliance with cannabis regulations.
Audience
Every day, cannabis consumers ages 25–45, including budget-conscious shoppers, casual users, and wellness-focused individuals looking for affordable, consistent products.
Deliverables
Comprehensive market insights, consumer personas, a full media and channel strategy, creative content direction, messaging guidelines, and a compliance-aligned communication framework.
Key Takeaways
Learned how to translate consumer insights into clear, actionable marketing strategies that guide brand growth.
Strengthened my skills in campaign planning, cross-channel communication, and aligning messages across multiple touch points.
Explored how inclusive representation, accessibility, and authenticity increase brand trust and create stronger consumer relationships.
Gained hands-on experience developing compliant messaging for a highly regulated market, balancing creativity with legal requirements.
Built a deeper understanding of how brand positioning, audience segmentation, and media planning all work together to shape perception.
What I Delivered
Media and communications objectives grounded in consumer insights
A full social, influencer, and content strategy aligned with Legend’s brand voice
A paid media budget with channel allocation and rationale
Creator partnership guidelines and messaging direction
Website, email, and dispensary pop-up activation concepts
Event marketing recommendations for community engagement
A compliance summary outlining safe, legal communication practices
Reflection
This project allowed me to blend creativity, storytelling, and strategic thinking while strengthening my ability to design with the bigger business picture in mind.
Even though it wasn’t a UX-specific assignment, it broadened my understanding of how brand strategy, audience insights, and communication design intersect with user experience.
It reminded me that how people discover, evaluate, and trust a product is deeply tied to the clarity and authenticity of its messaging, and that thoughtful communication is its own form of user experience.
