Earned media
and market entry
A scope of service for the door into Europe, from MJBizCon to ICBC Berlin.
Steven Tan, Chief Executive
Prepared by Pulse Signal Agency
What we heard
Nothing in this section is our idea. It is your language, played back.
Five things you told us that shape this scope
A Rolex shop, not a distressed asset
The order book is full and the company is EBITDA positive. This is not a sale at any price.
The licences are the moat
Permits in 48 hours, a fresh three year GMP certificate and eighteen months of stability data.
The right buyers, not all buyers
Canadian operators, tobacco and CPG come first. Existing customers stay off every list.
Two voices, board controlled
Ed can carry the American story, at a cadence the board sets.
Stretch it to Berlin
Start around MJBizCon, run through ICBC in April, priced in three levels.
What a buyer cannot replicate
- Permits in 48 hours. Against roughly ten weeks in Portugal, so capital turns several times faster.
- Three more years of GMP. Renewed in September 2026, on the longest running licence of its kind under the UK regulator.
- Ten tonne scale. Indoor quality grown under glass, with eighteen months of stability data behind every batch.
The buyer map
Ranked your way. Your exclusion list stays off every target list.
Five buyers, one story told five ways
Canadian operators
Strong international arms and a clear appetite for a European supply partner.
Tobacco and CPG groups
Where the long term capital is moving. They read the business press, not the trades.
US multistate operators
Running out of states. Jersey is the satellite access point and final pack partner.
Genetics houses
Ship the clones, grow under GMP in Jersey, build the consumer brand on top.
Investors and lenders
Credible coverage lowers the cost of the next capital conversation.
Two voices
Each voice has a lane. The board sets the cadence for both.
Ed opens the door, Steven proves it
Ed · The US founder and the turnaround
- A California grower buys an overbuilt pharmaceutical facility and takes it EBITDA positive
- Built for US business press and investor audiences
- Every placement approved by the board before it is pitched
Steven · GMP, genetics and Europe
- Thirty years across Europe, Canada and California
- The voice on where European regulation lands next
- Built for trade press, conference stages and buyer rooms
The program
News hooks, a digital net around the room, and a five month arc.
The market is handing you headlines
Jersey outsupplies Colombia
A small island now sends Germany more flower than a growing nation, and you carry most of it.
When Europe locks to GMP
If regulators close the door on GACP imports, certified producers move from silver to gold.
Supply failures leave patients short
When a major supplier falters, the market asks who is stable.
A new global name
The planned rebrand is a launch moment, and a clean reintroduction to American buyers.
A signed partner
A letter of intent with a North American group is the strongest hook for business press.
The digital net around MJBizCon
- In the room. The venue, main stages and host hotels are fenced for the four days of the show.
- After the show. For ninety days that audience sees Northern Leaf on phone, laptop and home screen.
- In Europe. Privacy rules prevent device tracking, so Berlin runs on contextual placements instead.
Thirty, sixty, ninety, then Berlin
Investment
Three levels. Same story, different reach.
Three levels of engagement
Bronze
Make the case
- Positioning, message architecture and proof kit
- Cannabis trade earned media, US and Europe
- One contributor column a month
- MJBizCon digital net, ninety day follow
Silver Recommended
Cross the Atlantic
- Everything in Bronze
- Tier one US business press, led by Ed
- Media training and partner announcements
- ICBC Berlin briefings and contextual program
Gold
Own the room
- Everything in Silver
- Rebrand launch communications
- Private operator and investor meetup in Berlin
- Digital nets at two more US conferences
What each level costs
Five month program · December to April
Bronze
Make the case
$9,500 / month
$2,500 a month in media included
Five month total $47,500
Silver Recommended
Cross the Atlantic
$16,500 / month
$5,000 a month in media included
Five month total $82,500
Gold
Own the room
$24,500 / month
$8,000 a month in media included
Five month total $122,500
A la carte at any level. Additional conference net $4,500 per show. Rebrand launch package $8,500. Private Berlin meetup $7,500 plus venue.
Bronze: make the case $9,500 a month
The foundation
Positioning, message architecture and a proof kit, plus spokesperson briefs for Ed and Steven, in the first thirty days.
Trade earned media
Ongoing pitching to cannabis trade press in the US and Europe, and one contributor column a month.
MJBizCon digital net
The venue, stages and host hotels fenced for the show, with a ninety day follow. About 145,000 impressions a month.
Reporting and media
A monthly report, two meetings a month and $2,500 a month in media included.
Silver: everything in Bronze, plus $16,500 a month
US business press
A tier one business press pursuit led by Ed, with two contributor columns a month.
Voices made ready
One media training session for Ed and Steven, and announcement support for a partner or letter of intent.
ICBC Berlin
Pre show briefings with the American groups you want to meet, and a contextual media program around the show.
Protection and reach
Issues readiness for local Jersey coverage, and $5,000 a month in media. About 290,000 impressions a month.
Gold: everything in Silver, plus $24,500 a month
Rebrand launch
Launch communications for the new global name: the announcement, press materials and briefings.
The room in Berlin
A private operator and investor meetup at ICBC. We plan and invite, with venue and hospitality at cost.
More shows
Digital nets at up to two more US conferences, each with its own ninety day follow.
More voice and reach
Three columns a month, a second training session, up to two paid placements and $8,000 a month in media.
Team and next step
Senior led, start to finish. One decision gets us moving.
Earned and paid, run as one program
One team, both sides of the press
The people who earn the coverage also put it in front of the buyers who matter.
Fluent on both sides of the Atlantic
We work the US conference circuit and ICBC Berlin, and know which advertising rules apply where.
Senior led
Rose Fulton, Chelsea Landow and Jackie Bryant build the strategy and stay on the work.
Published proof
Our PAX work is a published case study in the Cannabis Media Council's FULL SPECTRUM guidelines.
Let us start
this month
MJBizCon is weeks away. The net takes time to build.
Rose Fulton · Founder and CEO
Chelsea Landow · Global Growth Director
Jackie Bryant · Head of PR
contact@pulsesignal.agency · pulsesignal.agency