OVERVIEW
Category:
Fintech / High-Risk Payments / Cannabis Compliance
Primary Goal:
Establish Lüt as the most credible, secure, and innovative alternative to cash in the cannabis industry (and beyond)
Brand Challenge:
Highly regulated sector; needs brand trust, legitimacy, awareness, and positioning against unstable or unlawful alternatives
STRATEGIC POSITIONING INSIGHT
Lüt's positioning is unique and highly defensible — you built your own switch. That's a foundational story to own. The narrative is less about "processing" and more about financial autonomy in a broken system.
You are not just selling payment solutions. You're creating the infrastructure cannabis needs to scale beyond federal barriers. This is both a policy story and a financial future story. Our job is to earn you credibility, coverage, visibility, and strategic partnerships to scale that narrative.
RECOMMENDED SERVICE SCOPE (6–12 MONTH CONTRACT)
1. Core Messaging & Compliance-Compliant PR Narrative (Month 1–2)
1
Brand audit: messaging, lexicon, previous PR
2
Alignment with compliance/legal language guardrails (Lüt Lexicon Library)
3
Creation of 3 master narratives:
  • "Beyond Cash: Infrastructure for a Federal-Free Economy"
  • "Inside the First Payment Switch Built Since 1987"
  • "Why Visa Won't Touch Cannabis—and Why That's Lüt's Opportunity"
4
Compliance alignment sessions with Mary Grace Perrin

Deliverables:
Messaging Matrix, 3 Narrative Pitch Decks, Thought Leadership Playbook
Cost:
$6,000 flat (month 1 only)
2. Earned Media Campaign (Month 2–12)
Targeting:
  • Mainstream business press (Fortune, Forbes, CNBC)
  • Cannabis trades (MJBiz, Cannabis & Tech Today, Cannabis Business Times)
  • Financial press (American Banker, PaymentsDive)
  • Podcast placement & speaker bureau development
Monthly Activities:
  • Ongoing story pitching & relationship building
  • Bylined article development for Tanya, Mark, or Michael
  • Op-Ed ghostwriting on cannabis banking reform & payment evolution
  • Crisis comms prep (in case of competitor shutdowns)

Deliverables (Monthly):
  • 2–3 media pitches + 1 article or op-ed
  • 1 media alert
  • 1 media placement target report
Retainer:
$8,000/month
3. Cannabis Banking Thought Leadership (Month 3–12)
Lüt needs to be on the dais — not just a booth.
What We Offer:
  • Executive positioning for Tanya and Michael as fintech cannabis experts
  • Panel pitching for MJBizCon, Hall of Flowers, SXSW, Banking Reform Summits
  • Speaker decks, talk tracks, and ghostwriting
Deliverables:
  • 1 panel pitch per month
  • 1 speaking deck/brief per month
  • Coordination of podcast appearances
Add-on (Optional): On-site media support at MJBiz or Hall of Flowers ($5,000 per event + travel)
Included in Retainer
4. Influencer & Brand Ambassador Campaign (Month 4–12)
Support for internal Retail Sales "ambassadors" and educational outreach
What We Offer
  • Build internal Brand Ambassador toolkit (training, social copy, compliance checks)
  • Cannabis influencer network strategy (macro & micro)
  • Recruitment strategy for DTC educational campaigns
Deliverables
  • 1 ambassador launch plan
  • 1 monthly compliance-compliant influencer campaign
  • Add-on: Paid media coordination if desired

Cost:
$5,000/month standalone or +$3,000/month add-on to PR retainer
5. Investor & B2B Trust Campaign (Month 4–12)
Build financial institutional trust, and position Lüt for B2B adoption among dispensary chains, MSOs, franchisee platforms, and municipalities.
What We Offer:
  • Case study and white paper development
  • LinkedIn thought leadership strategy for executives
  • Custom "Secure Payments for High-Risk Industries" media kit
Deliverables:
  • Monthly LinkedIn content for 3 execs
  • 1 industry white paper (quarterly)
  • C-Suite pitch deck refresh

Cost:
$6,000 per quarter or $2,500/month
6. Optional Add-Ons
$4,500
Media Training Bootcamp
For Tanya, Michael, Mark (2 sessions)
$7,000
On-Site Event Coverage
Video Media Kit per event (content + press)
COST SUMMARY (RETAINER OPTIONS)
WHY PULSE SIGNAL?
We are not just PR strategists. We're regulatory interpreters, industry evangelists, and demand-gen engineers.
As the cannabis industry faces pressure from shifting regulations, marketing bans, and payment chaos, we provide compliant, scalable communications and media intelligence that help brands like Lüt stay ahead — and become the infrastructure providers of tomorrow's regulated economy.
We speak your language
Cannabis
We understand the unique challenges and opportunities in the cannabis industry
Fintech
We have deep expertise in financial technology and payment systems
Customer Pain Points
We speak your customer's pain points — and we make sure the media does too