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High Road



Helping Business Grow

High Road Communications helps businesses connect with their customers — creating awareness, differentiation, loyalty, and advocacy.

Specializing in strategic communications for businesses in the cannabis industry, High Road Communications is the only DC-based agency that truly understands the needs of dispensaries, processors, cultivators, and suppliers. We help position businesses and owners as professional and responsible providers of medical and recreational marijuana; we market products and services as safe, healthful solutions for patients; and we produce content that educates and promotes cannabis as a positive part of society.

WG_Cornerstone_Ally_BadgeHigh Road Communications is a proud to be a Cornerstone Business Ally of Women Grow, a national organization connecting, inspiring, educating, and empowering women for success in the cannabis industry.



Serving You

Our services are appropriate for new businesses entering the market as well as those advancing past their early and mid-growth stages.

Thought Leadership & Positioning

You have a story to tell — a story that brings customers through the door, that leads to an experience that keeps them coming back, and a passion to refer other buyers to your business. A strong and compelling story improves your position in the market, differentiates you from other suppliers or dispensaries, and protects your pricing. High Road Communications will work with you to craft and deliver your story in a way that resonates with your customers, the media, policy-makers, and other opinion elites.

Marketing & Communication Strategies

Your business is going to face increased competition — new dispensaries and suppliers are entering the market every day. The long-term viability of any business in this industry cannot rely on operational models pegged to wholesale prices at current market rates (see our blog post on inventory offloading through fire-sale pricing). High Road Communications can create value for your business — protecting your enterprise from downward pricing pressures and commodity thinking. We offer a range marketing and strategic communication services:

  • Branding
  • Positioning
  • Digital Advertising
  • Messaging and Training
  • Collateral Development
  • Media Relations and Public Affairs
  • Social Media
  • Website Development, Copy Writing, and Optimization

Crisis & Reputation Management

No matter how hard we work to educate and inform the public on the medicinal benefits of cannabis, not everyone supports your right to grow and/or sell. Naysayers will scrutinize, critics will become adversaries, and the smallest misstep can escalate in crisis. For those businesses that find themselves in the crosshairs, High Road Communications offers crisis counseling with tactical support. Whether it’s holding the media accountable to their journalistic standards of fair and accurate reporting or confronting outside interests bent on imposing their agenda against the industry, we will ensure that your voice leads in the public discourse.


Cannabis Communications Officer

Hillary Thrasher

Hillary has worked with or for global agencies, corporations, nonprofits, and advocacy groups for more than 25 years. Her area of expertise is communications and marketing strategies that create awareness, preference, adoption, demand, loyalty, and advocacy.

In the past two years, Hillary planned, led, and executed an integrated marketing campaign to recapture market share; it involved digital advertising, social media engagement, a website overhaul, PR, influencer marketing, and thought leadership. You can see the results here.

She’s also been on the defensive side; Hillary was a Senior Vice President of a crisis communications agency and the managing director of its DC office. In this role she helped clients that were inaccurately and unfairly persecuted by biased journalists; clients whose brands were maligned by radical activists; and businesses that were unduly regulated by partisan politicians.

For nearly 10 years, Hillary worked for a global strategic communications agency. Here, she oversaw its marketing communications practice — working with clients to promote the value of their brands, products, and/or services in order to capture premium pricing, expand into new markets, launch products and services, get the most from their employees and supply chain partners, or even demonstrate compliance with ever-changing regulations.

Today, Hillary wants to help businesses in the cannabis industry thrive, which is why she’s chosen Cannabis Communications Officer as her working title.



Contact High …

Road Communications

We’re based in Washington, DC (but you don’t have to be)

Email address: hillary@highroadcomms.com
Phone: (202)  352-7970
Skype: hillary_thrasher