Tackling Invasive Species
Fish & Hunt Maryland embarked on an ambitious journey to address the growing challenge of invasive species in Maryland’s waterways, specifically focusing on the blue catfish. At the forefront of this initiative was our agency, leading the charge from campaign conception to its successful execution. The invasive campaign, built around the innovative Maryland’s Catfish Trail, combined conservation, community engagement, and marketing expertise to deliver real impact.
Maryland’s Catfish Trail serves as a comprehensive hub of information, offering a detailed breakdown of the four key regions where invasive blue catfish thrive. The trail highlights prime fishing locations, public access points, and connects anglers with private guides, while also recommending local restaurants that serve delicious invasive catfish dishes.
To enhance the experience, we collaborated with the Maryland Department of Natural Resources, Maryland Department of Agriculture, FishTalk Magazine, Ike Jime Federation, and other key stakeholders to produce a series of educational videos. These videos, featured on the trail’s website, raise awareness about the impact of invasive species and provide practical solutions, such as fishing removal efforts and responsible consumption. By combining these resources, the trail not only promotes exploration but also encourages engagement with local businesses and sustainable practices.
Our approach was simple – to unite key players necessary to execute a robust, multi-faceted marketing strategy. From partnerships with state agencies to collaborations with conservation groups, the campaign expanded its outreach, spreading awareness of the invasive species problem and promoting sustainable solutions to benefit our ecosystem.
We worked with publications, influencers, and local organizations, to create a powerful platform for messaging, and utilized a mix of print, social media, editorial, and email campaigns that kept the message consistent and relevant.
Social Media & Editorial Efforts:
Symmetry turned Fish & Hunt Maryland’s social channels into vibrant hubs of conversation and education, showcasing short-form videos, educational articles, and community discussions. Partnering with figures like Kirk Marks of Kirk’s Kitchen, as well as Maryland-based photographer Jay Fleming, Symmetry was able to capture both the essence of Maryland’s fishing culture and the urgency of the invasive species issue.
Influencers & Earned Media:
By leveraging influential voices in the fishing community, Symmetry brought attention to Maryland’s Catfish Trail through earned media and powerful storytelling. Through sponsored content and videos, such as those created with Flylords, FishTalk Magainze, and local ambassadors, the campaign generated buzz and reinforced Maryland’s reputation as a top fishing destination.
Engaging Events:
We didn’t just stop at marketing — teaming with local organizations and conservation groups, we expertly orchestrated community activations like fishing derbies, cleanup efforts, and cooking demonstrations. Coastal Conservation Association Maryland (CCA MD) and other key partners helped bring the campaign’s message to life through hands-on activities, fostering a sense of responsibility and stewardship for the local environment.
With our leadership, the Invasives Campaign has begun to create lasting change. The combination of strategic marketing, collaboration with local stakeholders, and engaging educational content positioned Fish & Hunt Maryland as not just a leader in outdoor activities, but as a champion for environmental preservation.
Maryland’s Catfish Trail is not just a guide, but a movement, rallying anglers and communities to protect Maryland’s waterways for future generations.
