Laura Providence, Head of Digital Communications, NYS Office of Cannabis Management
“In cannabis digital, the real obstacle isn’t just the restrictions themselves—it’s the unpredictability. You can spend weeks planning a campaign only to have a platform change its rules overnight. That level of instability makes it difficult to build trust with your audience if all of your energy is spent fighting the algorithm.
At the NYS Office of Cannabis Management (OCM), I implemented a pivot away from chasing reach on social platforms and put more focus on the spaces we actually control: our website and newsletters. By simplifying language and centering education, I’ve created a direct, reliable way for New Yorkers to get the information they need without worrying about it disappearing overnight.” - Providence
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