01

The brief

4

02

The market

7

03

The customers

13

04

The plan

17

05

The investment

24

01

Bullard needs customers, fast

Maple is winning on every channel you run. Bullard sits inside the most competitive two miles in Fresno and keeps sliding.

02

The reports don’t match the bank

Ten channels, ten vendors, ten dashboards. Nobody can say which dollar brought which customer through the door.

03

Fresno makes it a digital game

No billboards, no signage, no green cross, no delivery yet. The only place Culture can out show the competition is on a screen.

Maple · 2590 S Maple Ave, 93725

The south side store that works

• No licensed competitor inside roughly 3 miles today
• Opens at 8AM, the earliest door in the market, serving shift and ag commuters
• Young, large, family households with the longest drives to any other dispensary
• Watch item: a permitted door on E Cesar Chavez is not yet open

Bullard · 314 E Bullard Ave, 93710

The north side store that is boxed in

• Nine licensed doors inside roughly 5 miles, four of them on the Blackstone corridor within 2 miles
• Neighbors buy near expiration product and sell $5 to $6 under Culture on some items
• Fresno State renters, young couples and Woodward Park families, all heavy phone users
• The best loyalty return in the market, 10 cents on the dollar, and nobody nearby knows it

21

retail licenses awarded

A fixed cap. Every new door opens against the same pool of shoppers.

15

doors open today

Three more permitted and not yet open, including one on the south side near Maple.

46%

below projection

City retail cannabis revenue ran 46% under what operators projected. The pie is smaller than everyone planned for.

0

billboards or street signs

Fresno’s rules push every acquisition dollar to phones, screens and search.

Every one of these doors becomes a conquest polygon. Their shoppers are our audience.

Everything else in the market sits north of Shaw. For a shopper in Calwa, Malaga, Easton or Sanger, Maple is the short drive and everyone else is the long one.

Bullard ring: north Fresno, Fresno State, Woodward Park, west Clovis. Conquest first.

Maple ring: south Fresno, Calwa, Malaga, Easton, the 99 and 41 commute. Loyalty first.

Competitor polygons sit inside the Bullard ring. Their lot is our audience.

Modeled from census population inside each ring and the share of California adults with a verified cannabis purchase. Calibrated against the live device pull before launch, the same way we do on every account.

Colleges and Cafes

Fresno State students and recent grads, 21 to 28, renting near Shaw and Cedar. Pre rolls, vapes, deals. Loyal to whoever is easiest.

Paid social · Streaming audio

Fast Track Couples

Dual income renters, 25 to 35, commuting on 41. Stop on the way home, want in and out. The kiosk story is written for them.

Social video · Search

Kids and Cabernet

Woodward Park and west Clovis parents, 35 to 50. Edibles, low dose, beverages. Quiet, clean, no line. Will pay for fresh.

Streaming TV · Display

Full Pockets, Empty Nests

55 and up, settled homeowners near Fig Garden. Sleep, pain, topicals. Trust the staff, respond to loyalty, hate noise.

Streaming TV · Email

Diapers and Debit Cards

Young families, 25 to 38, large households. Shop on payday, value the loyalty return, share one phone plan. Bilingual creative wins.

Paid social · SMS

Hard Working Values

Ag, logistics and trade workers, 30 to 50, on the road before 7AM. Flower and pre rolls, the 8AM open, cash and loyalty.

Streaming audio · Display

Family Troopers

Multigenerational homes in Calwa and Malaga, 35 to 55. One buyer shops for the house. Edibles and tinctures for the older generation.

Streaming TV · SMS

Boomers and Boomerangs

Parents 55 and up with adult kids back at home. Wellness, sleep, discreet. Found Maple because it was close, stay because it is clean.

Streaming TV · Email

Foundation

$3,500

per month, both stores

• Technical SEO audit and fixes, both store pages and menus
• Maps and business profile listings, directory and citation cleanup
• AI answer optimization so chat assistants cite Culture
• Two optimized content pieces a month, cut from the podcast archive
• Website management with 5 site hours a month and monthly ranking report

Growth · recommended for Bullard’s fight

$5,000

per month, both stores

• Everything in Foundation
• Neighborhood landing pages for every zip in both rings and competitor comparison pages
• Four content pieces a month plus a podcast to search content pipeline, 12 months of episodes repurposed
• Review generation and response program across both stores
• 10 site hours a month, conversion fixes, app download flow, bi weekly ranking and AI citation report

The stores are labeled backwards

Bullard, in north Fresno, reads “Where West Fresno Gets Lit.” Maple, in south Fresno, reads “Your Northeast Fresno Spot.” Search engines and AI assistants take the site at its word.

Dead buttons on the money path

Bundle Builder, Latest Deals and Order Now point nowhere. Shop Now did not resolve in our test. Every click there is a customer already in the parking lot who leaves.

Two phone numbers for Bullard

The page shows one number and the footer dials another. Conflicting data across the site, maps and directories is the fastest way to lose a local ranking.

One app store, not two

The site links a single app store. A large share of the south Fresno ring is on the other platform, and the app is the compliant landing page for search.

A year of podcast, zero search value

Twelve months of episodes with no transcripts, show pages or clips on the site. That is the single largest unused content asset in the Fresno market.

Ranking below the pack

On the core “dispensary Fresno” terms Culture trails the Blackstone corridor stores. Neighborhood pages exist for neither ring.

01 · Always on

Display and native

Past purchase cannabis devices in each ring, 60% of impressions. Retargets every polygon visitor and every site visitor.

02 · Always on

Streaming TV and online video

The big screen at home, 40% of impressions. Where the Kids and Cabernet and Family Troopers households spend their evenings.

03 · Always on

Paid social, safely

Run from dedicated advertising pages so the Culture business page never comes down. Social video leads for the four youngest profiles.

04 · Always on

Search to the app

Search channels that block menus get a compliant landing page that drives app downloads. Everything else drives to culturefresno.com.

05 · Owned

Loyalty, SMS and email

7,000 contacts and the best loyalty return in Fresno. Segmented by store and profile, measured against the register, not against opens.

06 · Conquest

Competitor polygons

A digital net over all 14 competing doors. Their shoppers see Culture for 90 days after every visit.

Months 1 to 3 · Measure

Keep it, and finally count it

Tag every directory click and order, match to the register by store, and report true cost per matched customer. Foundation and conquest media start the same week, so nothing goes dark.

Month 4 · Decide by store

Cut to one listing or renegotiate

If a store’s matched directory revenue is under three times its share of the fee, that listing goes. Expect Bullard to be the first to leave once conquest and search are carrying it.

Month 6 · Reallocate

Move the $2,500 into retargeting and loyalty

The directory budget becomes the always on retargeting pool for both rings plus loyalty offers to the 7,000 contacts. Same spend, owned data, lower cost per visit.

50%

haircut on every matched sale before we report it. If the number is wrong, it is wrong in your favor.

Bullard · Conquest

Worth the extra two minutes

Served inside competitor polygons and the 5 mile ring. No line, fresh, 10 cents back on every dollar.

Maple · Community

South side, open at 8

Bilingual, neighborhood proud, the owner’s Fresno story and the gives back program. Loyalty enrollment is the call to action.

Both · Acquisition

New customer and the app

The existing 100 bonus points on a first $50 basket, with the app download as the compliant path from search.

Both · Retention

90 day win back

Lapsed loyalty members and polygon visitors who did not convert get a fresh reason, by SMS and display, measured at the register.

By October 16

01

Decision and device pull

Tier chosen, SMS volume and cost in hand, live pull by ring and profile.

By October 30

02

Onboarding and tracking

Tag container, point of sale and loyalty feeds, site fixes from the audit, dashboard seats.

By November 13

03

Polygons and creative

All 14 competitor polygons live, four ad sets approved, first podcast cuts on the site.

November 16

04

Launch

Nine days ahead of Green Wednesday, the busiest buying week of the year, through the holidays.

February 15

05

90 day read

Customers, share, repeat and the directory decision, store by store.

New customers at Bullard

First purchases matched to the ring and to competitor polygons, against the prior 90 days.

Share taken from the corridor

Devices seen at a competing door that later buy at Culture.

Loyalty rate at Maple

Share of transactions on a rewards account, and second visit inside 30 days.

Found on search and AI

Map pack position, organic visits and assistant citations for both stores, reported every two weeks.

Cost per matched customer

Every channel, every vendor, on the same yardstick, after the 50% haircut.

Numbers that match the bank

Monthly reporting reconciled to register revenue by store. If it is not at the register, it is not in the report.