Author: Michaela Watkins

Marketing Success For Fall Shows

This fall, power and sailboat enthusiasts from across the country descended upon downtown Annapolis for the highly anticipated 54th annual Annapolis Sailboat Show and 51st annual Annapolis Powerboat Show. Both events offered incredible experiences for boating aficionados, from climbing aboard hundreds of boats to checking out all of the latest tech and gear. Behind the scenes, Symmetry played a key role in driving attendance and engagement through a dynamic multi-media marketing campaign that was tailored to the unique audiences of both shows.

With two major shows back-to-back, Symmetry crafted a strategy that focused on maximizing visibility and interest across multiple platforms. The campaign combined digital and print advertising, with radio and tv marketing to ensure that both residents and visitors were well-informed and excited about the shows. From eye-catching print ads in regional magazines to engaging radio spots and television features showcasing the exciting grounds of the upcoming events, the campaign built anticipation and helped attendees plan their visits.

By combining strategic outreach and immersive content, Symmetry successfully amplified the Annapolis Boat Shows’ visibility, making the 2024 shows unforgettable experiences for all who attended.

Strategic Support Fuels Healing Appalachia

Healing Appalachia once again captivated music fans from all over the world, featuring standout performances by Grammy-nominated Tyler Childers., Geno Seale, Shooter Jennings, Sierra Hull, Alabaster Boxer, and many more. Drawing over 10,500 attendees to the State Fairgrounds of West Virginia in the beautiful Greenbrier Valley, the three-day-long festival became a powerful blend of music and mission.

At Symmetry, we are proud to have been an integral part of the larger management team behind this year’s Healing Appalachia event. From the early planning stages through the execution of the event, our team collaborated closely with the event organizers to ensure a smooth and successful outcome. We developed a custom ticketing system specifically tailored to the needs of Healing Appalachia, which streamlined the ticket purchasing process for attendees while optimizing backend operations. Beyond ticketing, we also played a key role in customer service and front-of-house management, handling inquiries, overseeing check-ins, and managing logistics to create a welcoming, well-organized environment. Our presence alongside the management team allowed us to contribute at every level, ensuring a seamless experience for attendees and organizers alike.

This year’s crowd came from across the country, generating an estimated $5 million in economic impact as local businesses thrived from the influx of visitors. Beyond the memorable performances, the event remains deeply rooted in philanthropy. Since 2018, proceeds have funded over $864,000 in grants to substance use disorder (SUD) organizations, with this year pushing the total to over $1 million, supporting recovery services across Appalachia.

Healing Appalachia 2024 was not just another music festival, it was a celebration of community, a beacon of hope for those in recovery, and a significant economic boost for Greenbrier Valley. We are honored to have played a part in such a meaningful event, and we look forward to supporting its mission for many years to come.

Two Years Of Oysters, Blues & Brews

The second annual Oysters, Blues & Brews (OBB) festival once again delivered a fun-filled day of live music, fresh oysters, and fishing activities, drawing more than 2,000 attendees. What started as a vision by Symmetry has grown into a highly anticipated event, bringing together key players to create a seamless and memorable experience for all.

From its inception, Symmetry has led the way in coordinating the event, pulling together partners and stakeholders to ensure its success. This year’s festival built on the momentum, offering attendees a perfect blend of Chesapeake Bay culture, from delicious local oysters to vibrant live blues performances.

The festival wasn’t just about food and music – it also gave attendees the chance to enjoy family-friendly fishing activities, as well as engaging with the community and celebrating the region’s natural resources. With another successful year in the books, OBB is quickly becoming a beloved tradition, thanks to the collaboration and hard work behind the scenes.

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.

Whizzbanger’s Ball: A Symmetrical Soiree

For the past 16 months, the creative minds at Symmetry Agency have been hard at work alongside WhizzbangBAM! and the Summit Bechtel Reserve, crafting a unique vision set to revolutionize the world of outdoor music festivals. The highly anticipated Whizzbanger’s Ball, an electrifying fusion of live music and outdoor adventure, slated to take place at the picturesque Summit Bechtel Reserve from Friday, June 14 through Saturday, June 15.

Symmetry Agency stands as the architect behind the visionary strategy that brought the Whizzbanger’s Ball to life. Steering the helm in collaboration with WhizzbangBAM!, we crafted a two-day festival experience that seamlessly blends musical prowess from Whizzbang’s talented lineup with the dynamic outdoor activities provided by The Summit Bechtel Reserve. From conceptualizing the event strategy to showcasing the vibrant talents of Whizzbang’s artists and coordinating the spectrum of activities at the Summit Bechtel Reserve, Symmetry has been the driving force shaping this unique celebration. The result is not just a weekend of music, but a harmonious fusion of entertainment, adventure, and the stunning backdrop of The Summit.

The lineup for Whizzbangers Ball boasts an impressive array of talent, with 14 music acts under the WhizzbangBAM! umbrella set to grace the stage. From Grammy-nominated headliners to up-and-coming artists, the festival promises something for every musical palate. But Whizzbanger’s Ball is more than just a music festival—it’s an invitation to embrace nature, forge new connections, and create lasting memories.

This collaborative effort marks a significant milestone for the Summit Bechtel Reserve as it presents an exciting opportunity for the public to experience its offerings, inviting attendees to immerse themselves in a full-scale musical experience amidst the natural splendor of the West Virginian landscape. Attendees will have the opportunity to partake in a wide range of outdoor activities, including fishing derbies, ziplining, rock climbing, archery, and more. These activities, offered on an a la carte basis, allow festival-goers to tailor their experience to suit their interests, ensuring there’s something for everyone to enjoy.

The Summit Bechtel Reserve’s sprawling 10,000-acre grounds provide the perfect backdrop for the Whizzbangers Ball, with its unspoiled landscapes and top-notch adventure amenities. Whether camping under the stars or enjoying the festivities from the comfort of an RV site, attendees are sure to find their slice of paradise amidst the stunning natural beauty of West Virginia.

As the countdown to Whizzbanger’s Ball begins, excitement is palpable among organizers, artists, and attendees alike. With Symmetry Agency helping to guide the way, this groundbreaking event promises to set a new standard for outdoor music festivals, showcasing the perfect harmony of music, nature, and adventure.

Tickets for Whizzbanger’s Ball go on sale later this week, offering weekend passes with camping included, as well as single-day passes. Come join our team for a weekend of unforgettable experiences and endless possibilities at the Whizzbanger’s Ball!

Helping Drive the 2024 Washington, D.C. Auto Show

Once again, Symmetry Agency takes pride in its pivotal role in the triumphant conclusion of the 2024 Washington, D.C. Auto Show, which wrapped up on Sunday, January 28th. This annual extravaganza, renowned for showcasing the cutting-edge innovations of the automotive industry while nurturing discussions on crucial public policy and technological advancements, experienced an unparalleled level of engagement and participation this year.

The event commenced on Thursday, January 18th, with the groundbreaking Public Policy Day, setting the stage for the subsequent ten days of excitement. Symmetry’s active involvement in promoting the day’s schedule and coordinating with media representatives on-site was apparent from the outset, as attendees were treated to a series of captivating events. From the prestigious Champions for Automotive Education Awards, a collaborative endeavor with DARCARS, Toyota, and WANADA’s Automobile Dealer Education Institute (ADEI), to dynamic keynote addresses and panel discussions, the day buzzed with insightful conversations and meaningful exchanges. These events reverberated widely across social media channels and garnered attention in reputable publications in the days that followed.

Throughout the entirety of the show, Symmetry Agency worked tirelessly behind the scenes to ensure flawless coordination and execution. From liaising with exhibitors to managing logistics, our expertise played a crucial role in fostering an environment conducive to fruitful interactions and amplifying the ongoing show’s promotion across various live television broadcasts.

The presence of several manufacturers unveiling new models, including the Lexus TX 550h+, Rolls Royce Spectre, and the Aston-Martin DB12 convertible, underscored the show’s significance as a hotbed for industry innovation and product debuts. Symmetry’s strategic marketing and communication approach contributed to generating excitement and anticipation surrounding these unveilings, thereby enhancing the overall success of the event.

A standout feature of this year’s show was the return of Tesla after an eight-year hiatus. Collaborating with the company, we jointly announced the highly anticipated display of the Cybertruck and Model 3, which ignited a wave of enthusiasm among attendees.

 

As the exhibition unfolded, Symmetry continued to facilitate meaningful interactions between industry leaders, lawmakers, and the public. Our unwavering dedication to excellence and commitment to delivering exceptional results were evident in every facet of our involvement.

The resounding success of the 2024 Washington, D.C. Auto Show stands as a testament to the collective efforts of all involved stakeholders. Looking ahead, plans for the 2025 edition are already in motion, and Symmetry Agency is poised to contribute to building upon the triumphs of this year’s event.

Award Winning Campaign

Over the summer, Queen Anne’s County (QAC) hired our team to transform their digital landscapes and redefine tourism promotion. The culmination of this collaboration was the prestigious Best Digital Campaign Award from the Maryland Tourism and Travel Summit, an accolade that crowned the county’s “Crabs and Crushes” campaign as a beacon of innovation and success.

The campaign aimed to celebrate the region’s culinary treasures, specifically the iconic blue crabs and refreshing orange crushes. The challenge was not just to create a strategy, but to craft an experience that would resonate with audiences, both locally and out-of-state. Taking direction from the QAC team, we dove into their impressive culinary scene, spotlighting the establishments that epitomized the art of serving the best blue crabs and orange crushes. Visually enticing content showcased the dishes, the refreshments, and the waterfront destinations.

We strategically utilized social media platforms to engage the community and beyond. Multi-framed posts, behind-the-scenes glimpses, and curated content created a dynamic online experience, fostering a sense of participation and excitement.

The digital alchemy yielded remarkable results. The “Crabs and Crushes” campaign became a sensation, drawing attention not just to the delectable offerings, but also to Queen Anne’s County as a premier culinary destination.

The pinnacle of success was reached when Queen Anne’s County secured the Best Digital Campaign Award at the Maryland Tourism and Travel Summit. The “Crabs and Crushes” campaign had not only tantalized taste buds but had also set a new standard for innovative and impactful tourism promotion.

Back-To-Back Fall Shows

Our latest press release for long-term client, the Annapolis Boat Shows, as they celebrated their 2023 back-to-back shows.

 

The Annapolis Boat Shows recently concluded their autumn double-header with the Annapolis Powerboat Show (October 5-8) and the Annapolis Sailboat Show (October 12-15). Held in the historic seaport town of Annapolis, the shows drew enthusiastic crowds from around the world eager to explore the latest offerings in boats, gear, technology, and marine services.

The Annapolis Powerboat Show, which took place from October 5 to October 8, set the stage for a week of innovation in the powerboat industry. Attendees braved unfavorable weather conditions on a few days, but their unwavering enthusiasm proved that nothing could dampen their spirits. 

“This is the best boat show on the East Coast,” said one foul-weather-gear-clad patron. 

From luxury yachts to robust fishing boats, an impressive array of powerboats graced the exhibits, both on-land and in-water. Cutting-edge powerboat models such as the premiering Candela C-8 and Ingenuity EL2+ showcased innovations in design, performance, and technology. The show also boasted a wide assortment of marine equipment and services to cater to the diverse needs of boaters.

Sold signs for companies such as North Point Yacht Sales, Boston Whaler, and Pocket Yacht continued to be hung throughout the weekend as new boat owners joined their new on-the-water family. “The Annapolis Powerboat Show has always been a pivotal event for us, but this year, it surpassed all expectations,” said Mark Schulstad, Owner and Managing Director of the Pocket Yacht Company. “Our sales figures were not just impressive, they were record-setting. Without a doubt, this has been the most successful show to date.”

Following the Powerboat Show, the Annapolis Sailboat Show continued the maritime celebration from October 12 to 15. Against the picturesque backdrop of the Annapolis Harbor, attendees gathered to explore the world of sail. The show featured cutting-edge sailboat designs, advanced rigging, electronics and sail technology as well as the latest in sailing gear and equipment. Sailing aficionados and novices alike flocked to displays that celebrated both the rich history and the promising future of the maritime world. Pride of Baltimore II paid tribute to the past, while the debut of the Xquisite 30 Sportcat offered a glimpse into the sailing innovations of tomorrow. 

As has been the trend in recent years, the Cruisers Creating Content booth continued to be a sought-after attraction, as attendees gathered to connect with their favorite cruising vloggers and gain insights from their real-life adventures. Visitors were undeterred by the unpredictable weather and donned foul weather gear to brave the rainy Saturday to explore new vessels and crowd the tents while immersing themselves in the vibrant atmosphere of the docks (a true testament to the sailing mantra that there is no bad weather, just inappropriate gear). 

The shows played host to a wide variety of marine exhibitors, from boat manufacturers to accessory suppliers, showcasing their latest products and services. Visitors sought new vessels, navigational equipment, and marine accessories to enhance their boating experiences; all while engaging with industry experts to gain valuable insights into the world of boating. 

“We are thrilled to continue hosting events that create a bridge between new boaters, current boaters, industry professionals, and maritime innovators,” said Sheila Jones, General Manager of the Annapolis Boat Shows. “We look forward to continuing to foster an environment of shared enthusiasm and knowledge for all.”

The Annapolis Boat Shows are grateful for the unwavering support of its sponsors, exhibitors, and attendees, as well as the City of Annapolis, all of whom contributed to the success of these two extraordinary events. As the sun sets on another triumphant year, the Annapolis Boat Shows look ahead with anticipation to next year’s four shows, promising even more opportunities for exploration, discovery, and celebration in the maritime world.

A Behind-the-Scenes Look

In a bid to revolutionize their promotional strategy, the Washington Area New Dealers Association (WANDA) recently enlisted the expertise of Symmetry Agency. The mission? To revamp the promotional videos for their Automotive Dealership Excellence and Inclusion (ADEI) training program. The ambitious project spanned two full days, taking our team across Maryland and Virginia to capture the essence of the program through interviews with current auto technicians and their supervisors. The overarching goal: to create compelling videos that would not only showcase the program’s success stories, but also serve as a powerful recruitment tool for prospective automotive technicians.

Our first full day was spent in Maryland, speaking with current auto technicians enrolled in the program. Our videographer and interviewers skillfully navigated through the stories of these technicians, capturing their passion, commitment, and the transformative impact of the ADEI training.

From hands-on training sessions to insightful conversations with program instructors, we successfully showcased the program’s comprehensive approach. Each frame was meticulously crafted to convey not just the technical aspects of the training, but also the camaraderie and support system within the ADEI community.

For the second day of filing, we headed to Virginia where we continued our immersive exploration of the ADEI training program. This time, the focus shifted to interactions with supervisors and employers who have witnessed the positive outcomes of the program firsthand.

Through engaging interviews with supervisors, the videos highlighted how the ADEI-trained technicians brought added value to their respective workplaces. The stories were carefully curated to emphasize the real-world impact of the training, showcasing how ADEI graduates contribute not only to the automotive industry, but also to the broader community.

Through these videos, we were able to bring a unique blend of creativity and purpose to the project. The promotional videos were not merely a showcase of technical prowess, but also a narrative that wove together the dreams, aspirations, and success stories of those enrolled in the ADEI training program. The result was a series of videos that not only served as a promotional tool for WANDA, but also as a source of inspiration for aspiring automotive technicians.

This project is just another testament to the power of creative storytelling in promoting vocational training programs. The success of this project reinforces the idea that, when it comes to recruitment and promotion, a well-crafted narrative can be as influential as the skills learned in the training room.

A Rocking New Client

Music festivals are more than just stages and melodies; they are a celebration of culture and a gathering of like-minded enthusiasts. The 2023 Let’s Go! Music Festival aimed to redefine the festival experience by providing an unforgettable celebration of sound and art. To achieve this, they needed to get the word out to a broader audience. That’s when they turned to our agency.

The Power of Effective Media Pitches:

Media pitches are an essential component of any successful marketing campaign, especially when it comes to promoting large-scale events like music festivals. We recognize this and devised a comprehensive strategy to pitch the festival to various media outlets, generating buzz, excitement, and anticipation.

Crafting Compelling Stories:

We understand that the key to successful media pitches lay in creating compelling narratives around the festival. They identified unique selling points, such as the diverse artist lineup, the festival’s commitment to sustainability, and its profound impact on the local community. By presenting these stories, we were able to captivate the interest of journalists, bloggers, and influencers.

Targeted Outreach:

With our extensive network and expertise, we identified the most influential and relevant media outlets in the music and entertainment industry. We then tailored our pitches to match the interests and preferences of each outlet, ensuring a higher chance of coverage.

Nurturing Press Relationships:

Building and nurturing press relationships is an art that we have mastered. We recognize that media relationships go beyond just securing coverage; it’s about creating a lasting impression and loyalty.

Open Communication:

We maintained open and transparent lines of communication with the media; promptly responding to inquiries, facilitating interviews, and providing media outlets with the resources they needed while fostering a sense of trust.

Exclusive Access:

We offered select media outlets exclusive access to artists, backstage experiences, and sneak peeks into festival preparations. This created a sense of partnership and gave these outlets unique content to share with their audiences.

Post-Event Coverage:

We ensured that the festival’s media relationships extended beyond the event itself. We collaborated with outlets for post-festival coverage, sharing highlights, interviews, and the festival’s impact on the local community. This not only prolonged the festival’s presence in the media, but also showcased its legacy.

Conclusion:

Through compelling storytelling, tailored outreach, and genuine engagement with the media, we amplified the festival’s message and expanded its reach. By building and nurturing these vital press relationships, our agency secured a lasting impact for the festival, not just as a one-time event but as a must-attend annual event. The 2023 Let’s Go! Music Festival has proven that music truly is the universal language, and with the right marketing partners, it can reach the hearts of people worldwide.

Heightened Experiences At The Spring Boat Shows

Our agency prides itself on having the ability to roll up our sleeves and help out in any way. For the Annapolis Boat Shows, their spring shows are known as the kick-off to the boating season. In comparison to their fall sister shows, they have more of a festival style vibe. In an effort to continue the annual uptick in attendance numbers, Symmetry assisted in developing new show features and elements with the boat shows management team.

Together, we were able to introduce the first-ever Queen Anne’s County stage that provided show guests with nightly entertainment during the Bay Bridge Boat Show. Content creators Captain Boomies, MJ Sailing, and Ryan & Sophie Sailing kicked off the packed evening schedule following live performances by both the Dave Tieff Band and Weird Science. The stage also served as home for our orchestrated full-day fishing presentations and demonstrations. With the help of Fish & Hunt Maryland, Coastal Conservation of Maryland, and FishTalk Magazine, we were able to bring some of the industry’s top fishing experts in for hands-on demonstrations on the big stage. It was great seeing so many young and seasoned anglers gather around for a day of learning. 

Fast forward a few weeks and we celebrated the start of the Annapolis Spring Sailboat Show. With a focus on the health of the Chesapeake Bay, we created the Boaters for the Bay reception where members from the Chesapeake Bay Foundation, Chesapeake Conservancy, and Coastal Conservation Association Maryland were honored for their conservation efforts in the Chesapeake Bay. It was the first event of its kind at the show and received great praise throughout the local media.

Cobia Fishing With Torrey Smith

Symmetry had the pleasure of making a significant connection with the one and only Torrey Smith, a former Maryland Terp and Baltimore Raven. Following his successful football career, Torrey has made great strides in giving back to his community. One such way is through his youth organization, LEVEL82

LEVEL82 strives to create a gathering space for those who live, work and play in Baltimore City while developing strategically-curated programming to empower the community. 

Feeding off of Torrey’s existing love for fishing and hunting, Symmetry invited him on a Cobia fishing trip on the Chesapeake Bay. He and a few of his kids from Level 82 spent the afternoon aboard the Marylander (a local charter) catching everything from Cobia to Rockfish, all while learning about the diverse variety of species right here in Maryland. It was yet another enriching experience these kids were able to be exposed to and could potentially create as a hobby of their own.

It was a great day for all and created a lasting relationship between all parties to get involved in future endeavors that cater to our youth and the great outdoors.



2023 Washington, D.C. Auto Show Welcomes Biden Administration Members

The Washington, D.C. Auto Show welcomed two senior Biden-Harris administration officials and dozens of media representatives on Wednesday, January 25 to discuss the future of the electric vehicle market in the nation. Energy Secretary Jennifer Granholm and White House Climate Advisor Ali Zaidi began their tour on the corner of L Street and 9th Street in downtown D.C. at the Pepco EVSmart Outdoor Ride N’ Drive. Getting behind the wheel of a Ford F-150 Lightning and a Chevrolet Bolt, it set the tone to follow as the group headed inside to the show’s EV Pavilion in the lower level of the Walter E. Washington Convention Center.

“The push towards electric is evident as you explore the exhibits displayed across the 70,000 square foot convention center during our show,” said John O’Donnell, President and CEO of the Washington, D.C. Auto Show. “Manufacturers are producing more models of electric vehicles than ever before: from trucks, SUVs, sedans, and sportscars. It is impressive to see and we are thrilled to provide our exhibitors with the perfect platform to showcase the future of mobility to not only their consumers, but the legislature that is driving it.”

Last Thursday kicked off the Show’s 2023 Public Policy Day where policy leaders, automotive experts, and media partners gathered to discuss the electric vehicle market; particularly pertaining to the consumers, manufacturers, and new technology leading the way. A big topic of discussion was Biden’s Inflation Reduction Act which provides tax credits to those owning an electric vehicle and those manufacturing them. As a bonus to show guests, those exact qualifying tax credit models have been on display during the 2023 show.

“No other show brings you closer to the lawmakers that are shaping our automotive industry,“ said O’Donnell.  “Government decisions that impact the automotive industry are made in our backyard and we are honored that legislators and industry leaders see Public Policy Day as a place to gather and discuss future regulations and objectives.”

The Show further welcomed other key leaders who support the advancement and development of electric infrastructure and electric vehicles throughout the show’s 10-day event. High level attendees included Senator Tom Carper (D-DEl), Chairman of the Environment and Public Works Committee, who is known for his leading role in growing electric vehicle charging stations through the Bipartisan Infrastructure Law; Congresswoman Debbie Dingell, who continues to push legislation to help in positioning the United States as a clean, net zero emissions economy; NTSHA Acting Administrator Anne Carlson and NTSB Board Member Michael Graham who oversees the nation’s vehicle safety agency, as well as over 150 Hill and Federal Agency staffers.



A New-Aged Brand For An Evolving Client

The Washington, D.C. Auto Show has been in existence for over 80 years. Adapting with the times, Symmetry helped create and launch a brand new website that successfully showcases the growth of their show throughout the years.

The streamlined, modern design offers easy navigation, a user-friendly interface, and attractive visual elements that speaks volumes to the advancements their show attendees enjoy during this annual event.


 

Symmetry Launches Harvester

The 50th anniversary of National Hunting and Fishing Day on September 24 marks the launch of a new virtual media platform dedicated to sportsmen and women. Harvester’s aim is to unite hunters, anglers, and shooting sports enthusiasts using their combined passion for the great outdoors. As an industry-wide centralized resource, Harvester will strive to grow participation in hunting, fishing, and shooting, as well as showcase the wildlife and habitat conservation efforts funded by the industry. 

Unique, personal profiles connect each member to other outdoor enthusiasts, regional charters and guides, conservation groups, affiliations, and retailers all related to outdoor recreation. Daily posts, videos, photos, and articles fill an ongoing feed as new and exciting experiences are shared, tips and tricks are uncovered, industry news and reports are disclosed, new products are announced, and a celebration of outdoor sporting hobbies are spotlighted. Destinations are front and center in order to highlight their desirable locations for the next planned experience; providing first-hand insights on where to go, what to use, and when is best.  

                    

Today, sportsmen and women are the largest supporters of wildlife conservation, providing more than $1.5 billion annually through federal and state restoration programs. “To us it is simple. There is an obvious need to grow the hunting and fishing community,” said Ben Isenberg, Founder of Harvester. “The funding and support is critical to managing our public natural resources. However, recruitment has been an issue and we feel the voice of the industry is fragmented across too many digital platforms.” 

Harvester will provide access to all members of the industry to share, learn, and connect without the constraints or restrictions seen on other content sharing platforms. Gone are the days of editing content to showcase only pieces of the great outdoors. Now, the full voice of the industry can be shared in one centralized platform for the betterment of the industry and its supporters. 

A common practice on other content platforms, Harvester does not rely on an algorithm that promotes content based on the company’s business objectives.  “At Harvester, we want Club members to decide what content to follow and see,” said Isenberg. “Club members can monitor and engage with content based on their preferences as all content can be tagged and monitored by species, locations, brands, and even gear type. Members can dive deep into their passion,yet also easily access industry wide initiatives, policy updates, conservation efforts, tournaments and events, and new hunting, fishing, and shooting opportunities.” 

Harvester not only caters to members who have a passion for all things outdoors, our unique platform also provides outdoor industry professionals access to new audiences. Equipment manufacturers and local businesses are welcome to engage with the Harvester community to promote their new products and services. Non-governmental organizations, associations, and conservation groups can facilitate the necessary conversations to continue preserving, maintaining, and honoring our wildlife. 

Harvester is free and without limits. Start sharing, exploring, and connecting today.

Exciting New Client

Symmetry is humbled to announce the Washington, D.C. Auto Show has become our newest client. Members of the Auto Shows team reached out following their finding of our involvement with the Annapolis Boat Shows. They expressed their interest to work with us based on our ability to market and promote such substantial sized shows throughout the year. They were looking for an agency who could assist in their media and press relations for the 2022 Show. We were, of course, more than happy to oblige.

The Washington, D.C. Auto Show is held each January at the Walter E. Washington Convention Center and is the largest annual indoor public event in the District of Columbia. For more than 80 years, the auto show has modified their programming to accommodate the latest advances and trends in car technology. They have extensive displays by Toyota, Ford, Nissan, Hyundai, Subaru, Stellantis, Kia, and more; all of which are showcasing their battery-powered vehicles, sustainable buses, and new forms of all-electric mobility, along with the classic fan favorites like the exotic and luxury car displays.



Pop-Up Culture in Annapolis

Annapolis Town Center (ATC), is an entertainment-focused, mixed-use destination. Like most shopping locations and businesses, ATC struggled to keep their tenants’ doors open amid the 2020 COVID restrictions and shelter-in-place mandates. Now, a year later, as vaccines are distributed and restrictions are lessening; it was time to create an aggressive campaign that would drum up the missed foot traffic and buzz about the property. 

Collaborating closely with ATC’s top management team, Symmetry helped bring three new and exciting pop-ups to the Town Center. Each featured their own unique, one-of-a-kind dining experiences for the local community. The events required a touch of creativity, a detailed execution, and an engaging message to appeal to an audience who, for the previous 365 days, remained introverts in their own homes.

Emerald Lounge Speakeasy 

Kicking off the first of many, highly anticipated pop-up events was the Emerald Lounge Speakeasy. Selling out in just 10 hours, this event demonstrated that pop-up activations were something ATC’s guests were in dire need of. Something to get them out of the house, have fun, and enjoy a night with family and friends in a safe way. 

We decided to launch the event in “speakeasy-style”; publicizing it exactly at midnight so only a few would hear of it first. News quickly spread by early morning and by mid-morning the event had sold out. 

Those 144 guests, quick enough to get a ticket, were provided a secret passcode and an image of the secret back entrance on the day of the event. They were greeted by two bookkeepers who would then verify their code and allow them access to the bar via a secret door in a bookshelf. 

Inspired by 1920s speakeasy vibes, this event showcased live music that featured authentic gramophones, and an imaginative food and cocktail menu with curated themes and names. As an added surprise for guests, Emerald Lounge invited a burlesque dancer to perform after dinner. The overwhelming response of positive feedback both during the event and on social media was proof that this event was a success and details make all the difference.

During the campaign, we gained over 30 followers for Annapolis Town Center; nine of which were influencers who joined us for the event. Following the event, we saw over 800 profile visits with 170 link in bio clicks, and over 550 engaged followers.

Hotel Charlie: Piano Bar

Bring on Hotel Charlie. This piano bar inspired lounge housed its own special features like a live pianist, themed drinks, and even secret menu items! We knew that branding this event was key in creating an exclusive, guessing, and high-end vibe. Pre-event messaging kept our audience wondering if this was a true grand opening of a hotel or just a well-curated experience. 

Following the Emerald Lounge, our followers were unsure what to expect with the opening of Hotel Charlie. Although they could make their own conclusions as to what it would be, we made sure to only communicate vague descriptions for the event by saying that it was an opening for Hotel Charlie! 

Ticketed guests followed the velvet stanchions leading to the main entrance and greeted the doorman. Once confirmed on the VIP list, they were led into a mock hotel room that our team helped fabricate. They were then led to the elevator, designed as a closet, which would take them up to the main level.

Stepping into the expansive room, guests were greeted with a classical live piano and a welcoming doorman who would escort them to their table. While enjoying their complimentary charcuterie board, they could order drinks to their tables from their phone. Plus, there was a secret menu drink that you could only hear about by word of mouth. This special drink was brought to your table in a small, handmade wooden suitcase that you could take home! 

Following would be an evening of specialty drinks, fine dining, and lots of Instagram posts. Guests were excited to be a part of an exclusive event and we continued to hear them ask for more pop-up events!

Through the course of the 12-day campaign, we saw over 50 new followers, nearly 800 profile visits, and almost 350 link in bio clicks. We were glad to welcome six social media influencers; all who were a part of the 150 guests joining us for Hotel Charlie.

Benny and the Eggs

Continuing to utilize the property’s open space, the final pop-up event came just in time for Spring. Taking advantage of the warm weather and Annapolis’ long rolodex of brunch-fanatics, we assisted ATC in orchestrating an Elton John-inspired brunch on their outdoor patio! 

You could tell from the bright outfits and fun sunglasses that guests were fully prepared to indulge in the theme for the morning.  The set-up, just like its previous successors, was socially distanced friendly and encouraged a relaxing, fun time by all. We loved seeing a version of everybody’s unique experience of the brunch via their Instagrams.

During this event launch, we saw the most overall engagement on social media. In 16 days, we saw over 80 new followers and 500 engaged followers. Additionally, there was over 1,000 profile visits and 300 link in bio clicks. We were also pleased to see both attendees and non -attendees, like the Town Center residents, posting about the event. 

Our team always looks forward to projects like these that require us to think a little outside of the box. We were thrilled with the outcome and are ready to assist our client in creating more unique experiences and activations. 

Welcomed 500+ Patrons During New Client’s Grand Opening VIP Event

Award-winning, seasonally-inspired restaurant and bar, True Food Kitchen, became Annapolis Town Center’s newest tenant during the summer of 2021. Nationally known for their delicious dining and mindful nutrition, the restaurant brings with it a celebrity presence with founder Sam Fox, Integrative Medicine Expert Dr. Andrew Weil, and restaurant backer Oprah Winfrey. Following suit of its sister properties, True Food Annapolis approached its new location with a goal to host an extensive, two-day VIP event and opening weekend. 

To assist in this endeavor, True Food hired Symmetry as their agency of choice. With our strong community ties, knowledge of the property, and close relationships with local leaders, media, and political figures, we had a big advantage against any competitor. We began the relationship understanding the restaurant and their brand, while also drafting coming soon communication pieces to drum up excitement of their arrival. 

Email blasts, press releases, and social posts sparked the buzz around town of a newcomer to the property. A thorough, tiered list of VIPs was compiled by Symmetry for True Food’s team to review and approve. Two full weeks of outreach was completed by our team as we managed RSVPs and their requests. Days before the event, we drafted a full look book for True Food Annapolis’ management team to review and familiarize themselves with in order to properly greet the VIPs. A separate interview booklet was also created to provide the necessary background information for True Food’s CEO, Christine Barone on each VIP who requested an interview. 

Symmetry representatives were on site for both days; long before the doors opened and well after they closed. The morning of the first VIP day, our team managed a hired photographer to take the new locations photographs. From food shots to management headshots and guest interactions to overall dining room settings. As True Food leaders spoke with their new team, Symmetry prepped for a busy afternoon and evening. During the two dining sessions, we used the drafted booklets to personally greet each flagged VIP at their table and thank them for attending. When necessary, we then pulled True Food’s Marketing Manager and CEO to provide a proper introduction.

The event turned out to be a success. Over 500 dignitaries, influencers, community leaders, media contacts, and friends indulged in True Food’s summer menu that boasted great tasting food and thoughtfully crafted beverages. Notable guests included Maryland State Senator Sarah Elfreth, Maryland State Delegate Shaneka Hensen and Dana Jones, representatives from the Secretary of the Maryland Department of Commerce Kelly Shultz’s office, WTMD Morning Show Host Alex Cortright, Influencer Lauren Kirchmaier (95.5k followers), as well as American pop band JAGMAC. Positive responses echoed around the dining room and followed well after each guest’s departure. 

The restaurant’s interior decor pays tribute to the historic maritime city it calls home. So, naturally, the VIP patrons were snapping away to document their experience. White-washed brick walls, a nautical-themed bar, and the private dining room with a massive photograph mural of oyster mushrooms spanning the entire wall. All were highlighted across social platforms showcasing the beauty of Annapolis’ newest establishment. 

From Symmetry’s efforts in managing the hefty RSVP list and 10 interview requests, the soft opening generated a potential reach of 450,000 through earned media and over 927,000 social impressions. Further partnerships such as social giveaways with top influencers and collaborations with like minded community organizations continued to be fostered through our continued outreach post event. 

It was an honor to help such a known and growing restaurant open its doors in the Annapolis area. We are humbled by our city’s support and eagerness to welcome new businesses, and we look forward to continuing to foster the newer connections we have made following this project.

Outdoors With Fish & Hunt Maryland

Fish & Hunt Maryland (FHMD) has continued in its efforts to become the leading source for all things fishing and hunting in Maryland. Providing weekly content updates, resources, links, and information on where to go, what to do, and how to do it. Ensuring that they reach their intended audiences to the fullest capacity, FHMD began to incorporate video series into their programming. 

Contracted by the Office of Tourism Development in Maryland, Symmetry was directed to create ten, minute-long videos spotlighting the insights of Maryland’s own sportsmen and sportswomen. Dubbed the Traditions of Maryland, each video features a local hunter, angler or industry supplier as they discuss their favorite activities, why they love Maryland, and how the state boasts some of the most notable species. Every corner of the great state was featured, from the western mountains to the beaches of Ocean City. 

Avid fisherman, Steven Kambouris from Baltimore County, took us on a thrilling chase for snakehead. We joined him on the shallow streams of Chicamacomico River as he boarded his kayak and tested his skills casting lures to catch this monster. This air-breathing species, found in almost every freshwater pond along the coast, is quickly becoming the most reputable fish in Maryland. Another video finds us on a fly fishing adventure for trout with Maryland guide, Johnathan Peake.  In this scene, viewers find themself in Western Maryland’s babbling brooks that house the prized native brook trout or the tailwaters of the majestic Savage where the mighty brown trout lurks.

The series proved to be a beneficial addition for not only FHMD’s audience, but also for the organization and its affiliates. Many relationships were formed amongst the industries men and women. Thus, allowing our client to grow and continue portraying their markets ever evolving needs for years to come. 

 

Client Celebrates Sold Out Reopening Following Pandemic

Event organizations are coming off of one of their most difficult years yet. In 2020, COVID-19 shut down performance venues, sporting events, and all large indoor and outdoor gatherings around the globe. Our client, the Annapolis Boat Shows, seemed to be one that was hit the hardest. Their four shows for the 2020 season were cancelled amid the growing public health crisis, staff was laid off, and exhibitors and businesses were in shock for what this cancellation meant to their annual financial wellbeing.

As the year came to a close and the pandemic restrictions began to ease, the shows management team looked to take proactive steps to ensure the 2021 shows would open once again. With a shift in their spring show format and a need for enhanced safety measures, the shows required a strong marketing and communication plan for a successful comeback.

Billed as “Bay Bridge Boat Show – Power and Sail; Two Shows in One,” this new spring show format catered to both power and sail enthusiasts. With over 30 years of the Bay Bridge Boat Show being known as just a power boat show, it was imperative the word was spread that sailors were also welcomed. Symmetry stood by their client, providing support where needed. Press releases, daily social posts, ad placements, and regular email communication was distributed to ensure the shows audience and exhibitors were aware and excited about the change.

Working with Queen Anne’s County, our team also helped develop a show health and safety manual that implemented a number of strict show protocols for all to follow. Visitors were required to wear proper face coverings, and initiatives such as large attendance numbers smoothed over the four show days to help avoid overcrowding and non-stop surface cleaning procedures were communicated. Day of show signage was created, and ongoing safety messages were communicated to further encourage awareness and compliance with each regulation.

With a recorded 57% increase in attendance from the best reported attendance in previous years, it was apparent that not only was this annual gathering deeply missed, but that the economic benefit of the boat shows was alive and well once again.

Advanced ticket holders traveling from around the country flocked to the Bay Bridge Marina throughout the sold-out event to climb aboard the three hundred boats on display, and shop from the many marine equipment and boating apparel exhibitors, charter companies, and financial institutions. 

Just like our client, we look forward to welcoming boaters back to Annapolis for their largest shows of the year – the United States Powerboat Show and United States Sailboat Show.

 

What Is A Brand?

Brands are not tangible things. They are mental and creative entities that consumers have a relationship with.

A logo, product, website, and slogan are aspects that make up a brand’s identity, but these details alone are not the brand itself. Just like how your clothes and speech can express your identity, it can hardly define your true character.

A brand has a story, personality, values, and voice, as well as an immense influence on product value, perception, and economics.

Brand Story

It’s been proven that we are storytelling creatures. This means brands win when they can connect to their audience; easily opening the door for their consumers to spend money on their products and/or services. 

One brand that is known to use storytelling effectively is Apple. You can see (and feel) Apple’s appeal to human creativity and excellence in their famous “Think Different” campaign. It features a series of black and white photos of historic figures like Martin Luther King, Amelia Earhart, Einstein, John Lenon, and Muhammad Ali in a single narrative of openness, creativity, and progress. 

Apple’s brand story is clear: it’s about innovation, progress, and boundary-pushing creativity made possible by personable technology.

Brand Mission & Vision

Your brand’s mission is its guiding light. Beyond profit, It is the core reason why the brand exists.

IKEA, for example, is known to deliver well on their mission to “create a better life for the many people.” Their products are easy to build, and their designs often inspire furniture hacks and fresh ways of organizing living spaces. 

Their brand’s mission and vision are directly tied to their promise. Likewise, meeting the expectations your brand sets is a key part of brand equity growth.

Brand Personality

A brand’s personality is all the human characteristics the brand embodies. For most, there is already a measurable framework that brands are subjected to by their audience.

Think about Louis Vuitton. It’s the world’s 9th most valuable brand and the world’s top luxury brand at $47.5 Billion. But, as we know, Louis Vuitton is not just their bag. Louis Vuitton’s personality is elegant, traditional and craftsmanship focused. It embodies exceptional design consistency across decades of changes in style and society since 1854. Some of the greatest personalities today flaunt Louis Vuitton and contribute to its brand by association. 

When building your brand, remember that its purpose is to connect with real people. Listen to what others are saying about the brands they use. Personality is an unavoidable part of that connection. 

Brand Values & Voice

In brand strategies, a brand reveals and conveys its values through its voice. Which means if your brand values are unclear, your voice will be inconsistent.

If you look at Nike’s 2012 London Olympic ad cycle, the brand equates its consumer to Olympic athletes while using its powerful, inspiring, and encouraging voice.

The voice and visuals within the ad reveal some of the brand’s values: equity, excellence, and success. This connection contributes to a coherent brand experience.

Use Brand To Create Value

You don’t have to be a tech giant or luxury brand to benefit from having a good brand. No matter where you are in your brand story, be mindful that it’s a multi-dimensional entity that can benefit your business for years to come.

New Client Celebrates 50 Year Milestone

The beginning of 2019 prompted a new, long term relationship between Symmetry and the Annapolis Boat Shows. Becoming their agency of record, we took on assisting the shows’ management team with ongoing communication, marketing, and creative efforts to help execute their spring and fall boat shows.

As a staple to downtown Annapolis, the Annapolis Boat Shows pays the ultimate homage to the local maritime heritage. Positioned in the heart of Ego Alley, their main office overlooks the waterways that host the Annapolis Spring Sailboat Show, United States Powerboat Show, and United States Sailboat Show. Since 1970, the organization has provided a local, regional, and national audience with access to the first-ever, in-water boat shows featuring the latest boats, top exhibitors, manufacturers, financial institutions, gear vendors, and comprehensive educational opportunities. Early on, the organization also expanded its reach to host the Bay Bridge Boat Show in Stevensville, MD, providing them with a broader reach and change of scenery for attendees.

Tying beautifully into a few of our team members’ passion for boating, we were ready to dive into this contract. We took the spring season to familiarize ourselves with the brand, the shows, their style, and gearing up for the Boat Shows yearly spring appetizer: the Bay Bridge Boat Show and Annapolis Spring Sailboat Show. Implementing a new marketing plan, dynamic graphics, and an extensive communications strategy to complement their already established and successful image perfectly positioned us to take on those same efforts for their bigger, international fall shows; especially the 50th celebration of the United States Sailboat Show.

 

It was imperative to develop a strong fall campaign that effectively communicated the already established legacy the shows have amongst the industry and its attendees. A one-word term seemed most desirable; something that was strong enough to stand on its own and be the foundation for the entire campaign.

Our team crafted the term “Unmatched.” It successfully showcased the resiliency the shows have held since their inception and communicated how the United States Sailboat Show has turned into the Sailboat Show to attend around the world; with attendees from all 50 states and over 27 foreign countries. Our graphics team developed creative elements that exhibited a clean and superior look that worked seamlessly with the strategic editorial, social, and press communications plan we put in place. We also took the time to strategize the best marketing mix of delivering the enhanced messaging through a number of channels including digital, print, radio, and tv.

The final results of the fall shows were a testament to the strength of the boating industry, the show’s unwavering audience, and our new and combined efforts in showcasing and supporting this elite organization. We hit record attendance numbers, sold-out educational programs, and workshops in advance, and rented exhibitor space completely eclipsed previous years’ records. It was thrilling to know that our team aided in the successful execution of the most memorable boat shows in history and one just so happened to be their biggest celebration yet!  

Industries We’d Like to Brand

We have had the opportunity to work with many different industries and companies over the years. Our consulting, marketing, and design work has reached non-profits, large events, tourism agencies, restaurants, conferences, and so much more. This experience has provided us with a solid base and broad knowledge to support any current or future client. As creatives, we also aim to find inspiration in those around us. 

Our Graphic Designer, Molly Stallings, once said that we should always keep in mind the industries we want to design for when we do our branding work. 

Designed by Symmetry Agency

Brand development is both extremely important and personal. Our favorite part of the brand process is figuring out the small details that will really bring a brand to life. Well-established brands go beyond just the logo itself and instead, expand its identity amongst the finite details: business cards, collateral design, website, and social channels. All of these pieces create the full brand scope and story of the company.

At Symmetry, we pride ourselves on our ability to tell stories through words and visual design. It is our passion and downright fun for us! So, what industries would we like to create brand identity and visual storytelling for? Our creative team duo had some great ideas and insights.

Cafes, Bakeries, and Distilleries

Darin Gilliam, Creative Director

I would love to work with boutique cafes and bakeries, as well as a whiskey or bourbon distillery. My love for design is matched by my love for quaint eateries and distilleries. So it is an easy request to merge these together in my work. 

Amie Bakery, Designed by Peck and Company

Boutique cafes and bakeries have such a wonderful uniqueness to them. You enter them and are taken away by the atmosphere and smell of baking and coffee. I love the opportunity for creating small details that go a long way. This is also true for why I would love to work with a distillery. I love whiskey and bourbon. Beyond loving the taste, I also am fascinated with the history and the process involved with creating one batch or bottle. Having an established relationship for this variety of alcohol already makes me feel more connected to the process of creating a brand or story.

Skincare, Restaurants, and Wine

Molly Stalling, Graphic Designer

For me, it would be the restaurant, wine, or skincare industry. I’ve frequented so many restaurants that I know what to respond to visually. I would also love to design things like restaurant signage, takeaway bags, menus, and more to create a brand identity where everything fits together seamlessly and beautifully. 

Louie’s by the Bay, Designed by Hoodzpah

Wine brands and labels are so artistic and elegant. They lend themselves to a lot of creativity. People often buy products based on packaging, so there is so much more of an incentive to design something that speaks to its audience. 

Designed by Molly Stallings

Skincare is one of my passions. I love researching different products and purchasing what I know will work for my skin, but will also look beautiful in my cabinet. Skincare packaging is a very creative market, and brands recognize the importance of aesthetics.

Interested in helping us check these industries off our list? Contact us today.

Tenant Focus with Annapolis Town Center

The Annapolis Town Center is an open-air, mixed-use property boasting a plethora of stores, restaurants, and businesses. Combining commerce and culture, the Town Center regularly holds a variety of events, both big and small, to provide the local community with opportunities to gather and participate in supporting their tenants. When COVID hit, there was a lot of uncertainty about how stores and companies would move forward. At that moment, the Annapolis Town Center made a commitment to be ready and able to support their tenants any way they could. 

As Maryland slowly began to lift restrictions and allow for more retail opportunities, Symmetry created the Return to Retail campaign. This campaign aimed at highlighting specific tenants and the new processes they put in place to make shopping safe and easy for all guests. We focused on capturing the mechanics of how each tenant specifically conducted business, their new offerings, and the overall specials they were implementing to help entice their audience to make purchases.

In order to accurately convey each of the individual stores’ commitment to the community, we developed storylines, messaging, and a personalized marketing communication strategy to showcase each tenant’s own response to the challenges brought on by the ongoing pandemic. We began with written blog articles highlighting specific tenants, as well as articles featuring three key categories in which guests could interact with tenants and shop. These categories included Virtual Shopping Experiences, Shop By Appointment, and Curbside Pick-Up Zones. Each of the Town Center’s retailers fell within one of those three categories and the individual articles we drafted enabled us to communicate effectively and easily in one sole location for guests.

The next step in the campaign was to create videos that clearly communicated how each tenant was facilitating a safe shopping environment. Using video allowed us to provide a face and personality to each retailer; providing the audience with a more personable and engaging experience. As each content piece promoted the tenants themselves, the primary focus remained on new safety procedures. Key questions as seen below were some of the prompts our team provided the store representatives during their shoot:

  1. What new precautions and procedures has your store implemented to ensure a safe shopping experience?
  2. What response/support have you received from the community?
  3. What can we expect going forward?

We know effective storytelling builds trust with current customers and develops a connection with potential audiences. As the store owners spoke about their business, we could see their faces light up. It wasn’t hard to get them to talk about their connection with the community and to show how much the Town Center customers meant to their local businesses.

In order to generate the largest reach for this campaign, we pushed all content pieces via digital ads, the Town Center’s social channels, website, and email. Overall the content received high and effective engagement results. Followers spent a considerable amount of time reading over the tenant blogs, the search ads resulted in high click-through rates and quality traffic, and email communication efforts saw a higher open rate than usual. All of these results ended in a positive experience for the tenants, the guests, and the property as a whole. 

 

Resume Qualifier: Working From Home With Kids

If you thought working from home wasn’t hard enough, welcome to 2020. The coronavirus pandemic turned those who frequented the office on a regular basis into bonafide multi-taskers; balancing work, home and for some kids. No matter the age or amount of children you have, varying challenges presented themselves over the duration of the stay-at-home order.

School-aged children needed help with connectivity and navigating a virtual classroom, toddlers sought non-stop fun and full attention regardless of the amount of conference calls mom or dad had, and babies, well, your independence is just about out of the window at that point. Converting to this new way of life required finding and agreeing on a balance by both the employee and the employer. 

Our agency consists of three parents: one with two school-aged children, another with a school-aged child and toddler, and the last with a toddler and two on the way. All three employees hold a varying level of executive responsibilities within the agency.

The early days of our mandated work from home consisted of hectic schedules, conference call cameos from the kids, and a nonstop mobile work zone from the kitchen to the family room, outdoors, and the playroom. Fast-forward to the tail end of our lockdown and we have learned a few tips and tricks to assist with those few and, hopefully chosen, future telework days as we get back to our pre-COVID lives. 

Establish A Routine

All ages benefit from a little structure and it provides you with an understanding of how to navigate your workload and conferences. Set consistent times for meals, snacks, learning, playtime, and work time.

Prepare For Learning

Take time the night before to go over your school-aged children’s assignments and schedules for the next day or pre-make activities and worksheets for your toddlers to work on the following day. This limits the stress and potential anxiety of virtual learning or technical disruptions. It also lowers the guilt of too much screen time for your young ones.

Structure Play Time

Designate an outside chair that overlooks your play yard, lay on the playroom floor with your laptop or turn on a program like Cosmic Kids or PE Joe to get their little legs moving. Keeping your kids physically active during the day helps with their bodies, minds, and moods. This will definitely help with your mood too!

Roll With The Punches

Kids are going to interrupt. Tantrums will happen. If you can, mute yourself on conference calls. Or, if your child is old enough to understand, set rules for when you take a call. Disruptions will happen. People will understand.

Take A Breath

Feel like your toddlers are not learning enough? It’s ok. Concerned your kids are getting too much screen time? It’s ok. Teleworking with kids is not for the fainthearted. Just know that, however you do it, you will be great.

Working from home with kids can be difficult, but it can be done!

 

Best Posting Practices I’ve Learned (as a Zoomer)

Although my first phone wasn’t a smartphone, I’m a digitally native 22-year-old, who likes to think I know a thing or two about the social-media world. My phone is in my hands before I even open my eyes in the morning, I’m part of the 1 billion monthly active users on Instagram, and I don’t know how to change a tire.

I’m the Gen Z prototype.

Being so young and active online, I’m often the target marketed on social media. So, I thought I was pretty familiar with trends, both socially and marketing-wise. That was until I became the one creating the posts. I made plenty of new discoveries every day as I started to learn about how things worked behind the scenes.

Baby Lu

In The Comment Section

People love comments. Posting them, receiving them, reacting to them. The same is true with business accounts. But, it can be hard to figure out how to engage with your audience if you’re only posting a few times a week. Thankfully, I learned a few tricks on how to do that more effectively. Whether followers are excited about a promotion, mad about a canceled event, or asking a question, people are always quick to take to the comment section! Replying back to peoples comments is important and gives your profile a more personable and active feel. That being said, it is important to know how to respond to certain comments. Comments that may involve negative feelings or questions should be replied to and addressed in a direct message. It is also important to “like” people’s comments and even comment on other posts to engage on other posts as well.

 

Who, What, and When

Thinking of new content for a client can sometimes be tricky. So once you choose an image and develop its message, what’s next? Figuring out when to publish a post using an editorial calendar is an underrated element of your social channel strategy. Based on the demographic you want to reach and the platform you’re using, a lot can influence your decision.

LinkedIn

A platform like LinkedIn, where most of its users have a 9-5 workday, sees a dropoff in activity after 5:00 pm. Additionally, they see less activity on Mondays and on the weekend. So, for a platform like this, you would ideally post Thursday through Friday during regular business hours. 

Facebook

Deciding on a day to post is fairly easy since there’s consistent activity on most days. Also, the number of posts doesn’t matter,that is, until it does. Similar to LinkedIn, once you publish more than five times per week (for most companies, that’s once per workday) engagement drops significantly. Facebook prioritizes “fresh” content and doesn’t want to overwhelm users with just one company in their feed, so when companies publish more than once in a day, their first post can be cannibalized by the next. 

Instagram

Last, but certainly not least, Instagram (in the biz, we call it IG). Instagram is like a second-generation Facebook. Same idea with almost the same post types and even the same owner, but they’re used in very different ways. The app is inhabited by a plethora of different kinds of users: personal accounts, companies, your local senator, artists, the list goes on. That being said, there are also a lot of posting habits. For example, the best times to post are in the morning when people first wake up, during lunch when they have time to scroll through their feed, and after 5:00 pm when they get off work. Even then, depending on what kind of audience you are trying to reach, you may have to adjust to their work schedules. For example, educators check their phones at different times than someone working in healthcare. When doing research, start with this this great resource to learn how to navigate different types of posting patterns. 

The Art of Caption Writing

Captioning a post is another step that doesn’t get the appreciation it deserves. I mean, what do you say when a picture is worth a thousand words and you only have 140 characters, or 280? Not only will you have to change your messaging based on character count allowance, but also based on the platform (Twitter, IG, Facebook, etc) you’re using. Additionally, different platforms tend to cater to different demographics and are utilized in different ways. For example, Facebook is a great tool to inform your audience and tend to reach an older (30+) audience. Whereas Instagram is for posting more aesthetic and visual posts while reaching a younger audience. This being said, captions on Facebook tend to be more informative whereas Instagram can be more casual and witty. 

Whether you’re behind the scenes or just a daily user, there is a lot to be learned about social media and how people interact with it. Nuances and trends change day to day. Aso as long as you’re using social media as much as your followers, you’ll never have to catch up. The best way to stay up-to-date is to be active and engage.

  

 

Bagley & Rhody Recap

Change is a good thing. When local boutique law firm, Bagley & Rhody, made the announcement of new leadership and the construction of a new location, an upgrade to their brand and website seemed to be the perfect addition to reflect their company’s growth and commitment to excellent service. A gentle nod to their history and an appreciation for where they are today, the members of Bagley & Rhody chose their new creative direction carefully.

Located in Annapolis, and with the majority of their clientele residing in Anne Arundel County, imagery of Maryland’s State Capitol was the firm’s top choice. Using rich navy and gold tones, Symmetry’s creative team carefully highlighted the location’s maritime roots in a subtle, but sophisticated way.

 

Next step was updating the appearance and usability of their website; providing a uniform look that spoke to the firm’s professionalism. As the web team began assembling the individual landing pages, Symmetry’s content team worked collectively with the firm to condense and clarify all of the content, ensuring that each page served a purpose with content that was easily digestible for even the most novice reader. From the firm’s background story to the descriptions of each practice area they specialize in, we wanted to make sure their audience found the facts when browsing the website before speaking to one of the firm’s professionals.  

 

As is standard nowadays, the website also needed to be mobile friendly and easy to use, providing necessary background information and guidance, as well as valuable resources. The team profiles, process documents, and actionable buttons are all displayed clearly; making it easy for those searching the website to find the information they need, get in contact with the right people, and come into the process with adequate background information made available to download. Our team also suggested a new feature for their site, blog capability. The blog serves as a reference point for current and potential clients, and is a great platform for the firm’s team members to share their wealth of information. Now easy to navigate, the website is extremely user-friendly without compromising on its sleek design.

 

In addition to work on the website, the Symmetry team designed a number of collateral pieces for the Bagley & Rhody team to keep their brand consistent throughout all correspondence; regardless if it was a digital piece or tangible. From an email signature to a letterhead, a mug and notepad; these everyday office items and needs perfectly embodied the feel and sleekness the firm was aiming for. Our creative team developed the look and design of each piece, found the listings that fit best for their vision online and ordered each piece of approved collateral.

Working with the Bagley & Rhody team has been a great experience. They were very helpful, taking the time to explain their needs and provide great feedback throughout the entire process. Their attention to detail helped the Symmetry team make their vision a reality. We continue to work with their team, assisting with tasks as needed.

 

A Virtual Experience: Annapolis Town Center

The Annapolis Town Center has spent the past few months adapting to a new way of retail, dining, and community events. To support our client, the Symmetry team reworked  the Town Center’s campaigns for the spring/summer of 2020. When Annapolitans experienced the impact of COVID-19, our focus moved from shopping and dining-in to supporting the local community. Together, we were successful in raising relief funds for local schools, healthcare workers, and musicians.

Tunes from the Town: Virtual Concert Series

The Annapolis Town Center and Symmetry Creative Agency partnered up to provide local musicians with the support and means to generate some form of income with Tunes from the Town: A Virtual Concert Series. From April 15 – May 2, viewers streamed performances from 18 local artists on the Town Center’s Facebook page. During the performance, the audience was encouraged to donate to the Annapolis Musicians Fund for Musicians (AMFM). AMFM supports musicians with emergency funds as they are unable to perform given state guidelines. The Annapolis Town Center and Symmetry also promised to match every donation, dollar for dollar, made by the end of April for up to a total of $5,000.

In order to promote the series, Symmetry’s team provided the musicians with creative assets to market their virtual shows. We also handled cross-posting to ATC’s Facebook page each night. Days before the conclusion of the campaign, we passed the initial objective of  $10,000. As a result, we bumped up the final goal and ultimately e raised an impressive $21,428 for local musicians.

 

Our Heroes Wear Scrubs

The Annapolis Town Center collected 200 coloring page submissions from the community for a window mural honoring the brave work of local healthcare workers. The final artwork was unveiled during Nurses Week (May 6-12). For each page, a $10 donation was made by the Town Center to the Anne Arundel Medical Center’s Community Response Fund, resulting in a total donation of $2,000 raised. 

The mural of unique artwork was on display beneath Target for the entire month of May, serving as a reminder of who the real heroes are. In order to execute this campaign, Symmetry’s Creative team designed a variety of coloring pages to be downloaded and customized. The communications team was then responsible for implementing a strong marketing campaign that involved weekly social posts, blog content, email marketing, and digital ads. This project gave local families an activity to work on while stuck at home and provided a monetary token of support for the ongoing health crisis.

 

Buy a Meal, Give a Meal

While many retailers were forced to close their doors, the Annapolis Town Center remained committed to making a difference for their tenants. As schools closed in the interest of public health, the Town Center implemented the Buy a Meal, Give a Meal campaign. These efforts aimed to support students who rely on school lunches for meal assistance. Under state guidelines, restaurants were allowed to remain open while pivoting to carry-out and delivery only. Town Center customers were encouraged to Buy A Meal (whether take-out, delivery or even a gift card) at one of the participating restaurants and then the Town Center would Give A Meal to students in need by donating a percentage of all restaurant sales to the Anne Arundel County Public Schools’ student lunch program. Symmetry’s creative team designed the graphics for all social posts, email marketing, and digital needs to promote the Town Center’s restaurants and encourage the community to get involved. A total of $3,000 was raised in support of local schools while also keeping their restaurants open.

What started as a challenging turn of events turned out to be the perfect opportunity to help our client step up and meet growing needs in the community. The Town Center’s commitment to adaptation made Symmetry’s role easier. 

 

A Message To Our Community: #WeAreAnnapolis

One of the defining pillars in our identity as an agency is our community. Annapolis is our home. Over the years, working with multiple clients within Anne Arundel County, our work has strongly focused around the local shops, restaurants, boutiques, studios, and museums, as well as the wonderful personalities that run them. We find the beauty in our maritime roots, strong history, and creative minds that set this area apart from others.

At the start of 2020, we worried about the pandemic’s effects on our beloved city, our locals, and our way of life. While the community was desperate for any ray of hope, happiness, and positivity during this dark time, our team decided to create a message of resilience and support to showcase how Annapolis can bounce back stronger than before. 

With the vast talents of our employees and contractors, we knew we had to develop a storyline that embodied the heart and soul of Annapolis. We couldn’t settle for posting something generic. The idea was to visually showcase historical moments  of unity in Annapolis through a dedicated video. We partnered with Patrick McNamara of Drawn to the Image to collaborate. Together, we thought of some defining moments in Annapolis’s long and colorful history. Especially moments that told the story of our City persevering through troubled times. 

With that vision of the community in mind, we reached out to various groups in Annapolis to collaborate. St. John’s College provided images and video footage from the annual Annapolis Cup Croquet Match. The City of Annapolis gave us footage from Hurricane Isabel and the Annapolis Maritime Museum gave clips of local activities.. We also worked with local photographer Jay Flemming, Historic Annapolis, SpinSheet, and Patch. 

The end result was a mesmerizing, uplifting video that was met with encouragement and gratitude from the Annapolis community. 

Importance of Company Happy Hour

If we’ve learned anything from Mad Men, it’s that no office is complete without a drink cart (that was the message in Mad Men, right?). Whether it’s celebratory champagne or a late-night old fashioned, we know the benefits of balancing work and play. Having a happy hour with team members provides an opportunity to interact and bond in a way that isn’t always possible during office hours. We’ve also found that drinks with a client can sometimes help to open communication, generate new ideas, and foster stronger relationships. Here are a few reasons why we think you should enjoy a team drink once in a while.

Team Bonding

Days can be long and stressful, so it is important to take time to decompress and have a little fun! At Symmetry we maintain a healthy work-life balance; bonding with each other beyond life in the office. Taking time for workday outings, midday lunches, or after-hour drinks fosters a positive work environment. This encourages coworkers to collaborate freely and do their best each day. Plus, life itself is full of occasions worth toasting to, and the Symmetry team loves a good celebration. Birthdays, celebratory dinners, and any other drink-worthy occasions are always on the calendar. 

 

It’s a Wrap

Landing a new account or wrapping up the details of a big project means celebratory drinks are in order. At Symmetry, we’ve found that celebrating after a win, whether big or small, is a good way to unwind and relax after tirelessly working to meet deadlines and making clients happy. No matter the extent of the outing, this is a powerful gesture to the team showing just how much you value their efforts. The time out of the office helps to build team morale, replenishes the team’s energy, and prepares employees for the next big project to come.

 

Conversations with Clients

Sometimes it’s easier to discuss new plans and ideas with clients in a different, neutral environment. It could be a drink in the conference room to go over strategy or a trip to your favorite local restaurant or bar — a little something to break up the same old routine. When working with a new client, meeting over drinks can help cultivate that comfortable working relationship and build a better base for communication moving forward. For longtime clients, this provides all parties with a relaxed atmosphere for project planning and brainstorming. Taking clients out shows that they are valued and helps demonstrate our level of service and commitment to them.

If you’re looking to switch it up a little bit, consider a happy hour for you and your team. Bond over favorite drinks and embrace your wins, you deserve it!

 

Don’t Ruin My Brand: Instagram Bio or Lifestyle

Many would argue that personal and business branding is more important now than ever before. It is simply the way in which you show off who you are and what you stand for; almost as if you are setting the scene of your own personal or professional story. Having a background in filmmaking allowed me, over time, to understand exactly how to set my own stage in life.

Mise en Scène: The arrangement of everything that appears in the framing – actors, lighting, décor, props, costume – is called mise-en-scène, a French term that means “placing on stage.” 

In every performance, there is a reason why the lighting and set look the way it does. It is creating an environment of purpose. At a young age, I struggled with finding my voice as a creator. I didn’t have a proper outlet for my creativity or ideas. I didn’t know how to create an environment around me. In college, I was assigned a research project on a director of my choice. I chose Wes Anderson, a filmmaker that excels in creating intricate and thematic worlds in his films. This project forced me to analyze why he used certain lighting, why a character’s room was a certain color, the significance of the small details – his mise en scène. The more I learned about his process, the more I started asking myself those same questions. Why was my room the color it was? What small intricate details in my life had a purpose? 

I began thinking about the mise en scène I was creating for my life. As I reflected on the elements that made me who I am, it was easy to correlate my “stage” to my personal “brand”. Building my mise en scène made me feel more authentic in the way I presented myself to those around me. Moving ahead and jumping into the creative world of agency work, I began asking myself these same questions when introduced to a new client.

Why these colors? What details make their brand stand out? 

Expanding this knowledge and experience into a work environment is one of the benefits I bring to the table for our clients. I find joy in helping people create a visual aesthetic and brand for the things they love and the message they wish to portray. Helping them create a world for their product or service, just like I watched Wes Anderson do in his movies. I have such an appreciation for the amount of detail and time that goes into understanding a client in order to create something that truly represents them. And at the end of the day, that’s what branding is, isn’t it?

So the next time you view a company’s brand or an individual’s Instagram bio, remember – it is a reflection of them. A reflection of their lifestyle. It is what they wish to portray to the world and how they wish their followers to view them. Take your time in developing your own mise en scène – it is important.

Finding Inspiration in New Cities

How our creative team finds artistry around any corner.

Inspiration. As a professional creative, being inspired is our bread and butter. It pays our rent, our monthly car payment, and food and utility bills. Sadly, we don’t always make becoming inspired a top priority. It often gets pushed to the back burner of our life in the hustle and bustle of deadlines and client meetings.

There are countless creatives who feel as though they are not always living up to their potential—myself included. However, as creative professionals, we need to recharge our batteries, acquire a new headspace, and restore our perspective. We need to get inspired.

About a year ago, I came across a quote by Tony Hogqvist, who was the Creative Director of Airbnb.

“The best work is often done during two extremes. Under insane stress and personal setbacks or in complete harmony with a rested mind. It’s hard to build a creative team around the first principle. So the easiest solution is to force people to take longer vacations and have a better work-life balance.”

 

I became intrigued and made a connection—that time away from the office or any deadline-centric environment provides a new and refreshed perspective.

I have also heard that what separates creative and non-creative individuals is how they look at the world around them in order to draw inspiration. I found myself feeling uninspired and bored of my surroundings, so I decided that for the next year, I would dip into my vacation days and visit a few cities that are rich in history—specifically St. Augustine, Charleston, and Nashville. After each trip, I found myself feeling more inspired than when I left—eager to apply some of the creativity that I had acquired while I was away.

I found that when I travel to a new city I get inspired, first and foremost, by architecture. Cities have so much variety, color, and personality that is difficult to ignore. The world of architecture and interior design holds a wide array of potential sources of inspiration, and there is likely an aesthetic style out there for every taste and project. When I observe the buildings and structures, I take in their forms, shapes, details, and other defining characteristics that make them unique. Many cities are defined by architectural styles employed during different art movements in history. Victorian, Tudor, Neoclassical, Baroque, Gothic, Bauhaus, Art Deco, and Modern architecture are just a few examples of what you can find when you immerse yourself in a new environment. Each era in time presents a different culture, lifestyle, and different style of art. Letting yourself fully experience the history, art, and culture of a city can help shape your design aesthetic, and inspire you to create work that you may not have before.

Applying this idea to myself, I noticed that after I traveled to Charleston and St. Augustine, I had a newfound fondness for refined and minimal design, vintage typography, and soft pastel colors. I created an illustration that encapsulated what Charleston felt like to me. You’ll notice the classic 18th century row house that I depicted — a clear riff on the iconic Rainbow Row, using a soft pink primary color, vintage typeface, and retro-illustration technique.

Along with architecture, some of my favorite things to get inspired by when I travel are murals and signage. While in Nashville, I was constantly snapping photos of beautiful hand-painted murals, and neon signs that have become intrinsic with the city of Nashville for many years. Hand-lettering and vintage typography are such popular design trends in the creative world, with many design studios making names for themselves by creating work that mimics the designs of old. There is something so delightfully nostalgic about a 70s-era neon dry cleaning sign—so seemingly out of place, but simultaneously fitting right into the surrounding cityscape. Walking streets with vintage murals and typography inspired me to practice my illustration and hand-lettering skills and gave me ideas for designs that I could create in the future.

If you are creative like me, understanding that you need time to unplug and take in new surroundings is vital to becoming inspired. You may find that once you take in a new city or allow yourself a new experience, you unlock a treasure trove of design possibilities that shape and fuel your creativity.

Instagram Do’s & Dont’s

The ability to build a brand and curate a unique aesthetic has never been easier. Instagram has really changed the game for companies looking to build a following and affinity for what they do. The platform goes beyond just sharing photos. A feed that is intentionally crafted will keep people coming back. Below are some tips to consider when creating and sharing content.

DO

Use A Clear Photo

This one may seem straightforward, but it’s super important. Make sure the image you post is the correct resolution and maintains clarity after editing. Followers will engage less with a photo that’s blurry or distorted due to poor quality. You’ll also want to keep the classic 1080 x 1080 square in mind when selecting the right image to ensure everything fits into the frame. Remember, people are scrolling for visuals, so you have to catch and keep attention with the best version of your photo.

 

 

Find A Consistent Theme/Filter

When building your brand, consistency builds trust and strong consumer following. An easy way to curate a cohesive feed is to maintain a consistent theme. Many content creators build their feed by following a certain aesthetic, using a specific filter, or emphasizing one color across all posts. Using a photo-based app can be overwhelming because the possibilities are truly endless, but using a theme also sets boundaries, allowing you to narrow down what you want to share, and in the process, find your audience.

 

 

Know Your Audience

Pay attention to your audience and their engagement habits. Analytic data is offered for business accounts and can be useful in adopting better posting habits. Be mindful of the time your followers are engaging with your posts, and tailor your schedule accordingly. Let the data be your guide, noting which types of posts are more successful than others and why. You can put a lot of time into curating your feed and if it’s not reaching your followers at a convenient time, your engagement numbers won’t reflect a real payoff. Remember, the fun in building your platform is the community you create in the process. Make sure you’re reaching them!

 

Use Relevant Hashtags

Using the right hashtag can do wonders to attract your desired audience. With so much content flooding today’s platforms, finding users who will appreciate and engage with your content requires some work. Hashtags narrow down your topic and allow users to pinpoint exactly what they want to see. Take advantage of the ability to put your content in front of people who are looking for it! Instagram also gives its users the option to follow a specific hashtag. If a user does this and continues to see your content, you’ll eventually earn the follow.

 

 

Use Stories

Beyond just posting photos, Instagram also gives users access to other features for engagement. Stories allow multiple ways of interacting, whether it’s through polls, live-streams/IGTV, filters, and more. Take note, however, that some content is actually better suited as a temporary story, not meant for the permanent feed. Some examples include a flash sale or event promotion or brand Q&A. You can also alert followers to a new post by sharing it to your story and directing them to it. The algorithm can cause issues with visibility, so giving your followers another opportunity to see your content is a helpful tool to have.

DON’T

Post Too Much

You don’t want to overwhelm your followers by flooding their feeds. It’s better to focus on quality over quantity. You don’t want your audience to feel bombarded. Options like the story feature can help avoid this. Be more strategic about what you post to your feed. Make sure your followers look forward to seeing your posts because they stand out. Stick to one or two posts a day to avoid follower fatigue.

 

 

Ignore Your Audience

Social media can be an overwhelming place. It is often a place where users go to voice their concerns or frustrations about a brand or current event. You have to be ready to respond accordingly. If you ignore the concerns of your audience, you’ll lose all credibility. It may be tempting to delete comments or simply not address questions, but remember that the comment section is a public forum and others are watching. Be transparent with your audience to maintain their trust.

 

 

Use Content Without Proper Credit

Make sure you’re always giving credit where it is due when using images that are not your own. It’s unfortunately common for photographers, graphic designers, and other artists to have their work stolen. Using someone else’s content without proper permission is theft. You won’t build any favor with creatives and you could lose the trust of your audience. There are plenty of websites that offer simple templates, graphics, and free stock imaging to avoid this problem. If you are interested in using someone else’s photo, just ask and remember to tag them!

Instagram is a great platform that allows for building a unique community of people with similar interests. It’s a branding dream come true. Take advantage of this by carefully curating your content to match the audience you hope to find. Really take your time crafting your messaging and creative imaging and watch your audience grow!

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