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.

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.

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.

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!

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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. 

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.

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!  

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. 

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. 

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. 

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. 

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.

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. 

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!