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"It takes all of two minutes to understand why you need this. If we can understand where we have wasted marketing spend, we can finally know exactly where to spend to drive growth.”
Principal
Private Equity
THEIR STORY
From Regional Leader to National Powerhouse
Harvest Health & Recreation emerged as a leader in North America’s cannabis industry, growing rapidly through the acquisition of over 50 regional players. However, this meteoric expansion brought unique challenges: fragmented digital ecosystems, inconsistent customer acquisition strategies, and limited brand awareness.
By partnering with Arcalea, Harvest Health consolidated its digital presence, strengthened its brand identity, and implemented scalable systems to position itself for acquisition. The ultimate result: Harvest Health was acquired by Trulieve, cementing its role as the foundation for the largest and most profitable cannabis operator in the U.S.
THE CHALLENGE
Market Expansion
Harvest Health faced significant hurdles:
- Fragmented Digital Ecosystem: Acquired companies brought inconsistent platforms, multiple websites, and untracked customer acquisition strategies.
- Low Brand Awareness: Regional silos created low unaided recognition nationally.
- Regulatory and Market Challenges: Cannabis advertising restrictions, coupled with intense competition, demanded an organic-first approach to growth.
Harvest Health needed to unify its digital presence, optimize customer acquisition, and maximize efficiency to remain competitive and attractive for acquisition.
THE SOLUTION
Strategic Consolidation and Scalable Growth
Arcalea designed and executed a comprehensive strategy, leveraging Compass and the Quantitative Marketing Analysis (QMA) framework to unify assets and position Harvest Health for success.
Quantitative Marketing Analysis (QMA):
Arcalea assessed customer acquisition strategies, infrastructure, and market opportunities. Then we created a strategic roadmap for digital consolidation and prescribed national and local SEO initiatives to capture 3 million monthly cannabis-related keyword searches.
Website and Digital Platform Consolidation:
Arcalea mapped the migration of 50+ acquired domains into a single, high-authority national website with localized pages for each storefront. Digital equity was enhanced by preserving and optimizing legacy content and authority during the migration.
SEO Compass Analysis:
Arcalea used Compass to uncover critical SEO drivers across multiple dimensions. Analyzing keyword performance, backlink profiles, and site architecture, Compass provided a comprehensive view of factors influencing search rankings. Advanced data segmentation identified opportunties that competitors had overlooked.
SEO Strategy:
A national SEO strategy was designed to target cannabis-related keywords to build brand visibility. Localized SEO campaigns were implemented for storefronts, boosting regional search rankings. Finally, over 4,000 directory listings were corrected to improve NAP (Name, Address, Phone) integrity, enhancing local SEO performance.
Results
Positioned for Acquisition and Market Leadership
Arcalea’s comprehensive strategy not only optimized Harvest Health’s growth but also positioned the brand for acquisition:
Harvest Health became a dominant force in cannabis by acquiring 50+ regional players. This rapid expansion led to fragmented digital ecosystems and inconsistent acquisition strategies. By partnering with Arcalea, Harvest Health streamlined its digital infrastructure. This created a unified, scalable foundation for sustained growth.
To strengthen brand visibility, Harvest Health implemented a strategic SEO initiative. Arcalea consolidated 50+ domains into a single high-authority national website with localized SEO campaigns. This organic-first approach created a cohesive, scalable customer experience.
A structured digital presence made Harvest Health an attractive acquisition target. Data unification and attribution modeling maximized market value.
The result: Trulieve acquired Harvest Health, forming the largest and most profitable U.S. cannabis operator.
Market Leadership
Harvest Health rapidly expanded through acquisition, managing the consolidation and alignment with data-based decisions. Partnering with Arcalea, Harvest consolidated its digital presence, optimized search visibility, and strengthened its market positioning for acquisition.
- 40+ Locations
- $2.1B Deal Value
