Celebrating Maryland’s New National Heritage Area

Passion for a place is one of the strongest connections people make in a lifetime. Our roots are tied to location and land—just ask anyone in southern Maryland. With the community’s deep pride and important position in American history, Hatcher was honored to shine a spotlight when the region was designated a National Heritage Area.

National Heritage Areas (NHAs) are created by Congress through federal law to promote the conservation of natural, cultural, and historic resources that combine to form a cohesive, nationally important landscape. It took years for dedicated local champions to drive consideration for southern Maryland’s designation. Once bestowed, Hatcher was proud to shape and share the important stories from our own backyard, helping this vibrant area come alive with a day-long community festival on the banks of the Potomac River.

Over 600 people from across the region, ranging from generations of First Peoples and farming families to local business owners and policymakers, celebrated the Southern Maryland National Heritage Area’s launch. We helped tell the authentic story of the region’s rich and complex heritage—freedoms gained, freedoms lost, and freedoms fought for—through a comprehensive brand strategy, executed an engaging launch event, and crafted inclusive messaging and materials.

The region has a rich cultural history and a complex legacy. The state of Maryland was established in 1634, and religious freedom was put into law here for the first time in the entire Western world. It is where the first person of African descent served in a legislature in America (Mathias de Sousa, 1642) and where the first woman petitioned for the right to vote (Margaret Brent, 1648). Conversely, First Peoples, the Piscataway Conoy Tribe and the Piscataway Indian Nation, have survived against all odds and are creating a new legacy in the region. African American communities in southern Maryland have persevered despite enslavement, Jim Crow laws, and many tragedies and injustices. These stories, often unknown and overlooked, are pivotal to the understanding of who we were, who we are, and who we want to be as a country. Lucille Walker, the executive director of the new National Heritage Area, had a soaring vision—and the energy to match. As a passionate ambassador, she recognized the benefits this exciting designation would bring to the region. She wanted to show off the area’s beauty, its dynamic people, and the region’s boundless future, while respectfully acknowledging its complicated history.

“I wanted to let you know that the responses are ‘fabulous, thrilled, and amazed’ regarding the event! We couldn’t be happier with you all.”
— Lucille Walker

A remarkable 600 people from across the region participated in the day-long outdoor event. The month-long digital campaign drove attendees to the event and increased traffic to their website. We generated over 1.5 million impressions and garnered a click through rate of 1.23%. Our traditional paid media campaign resulted in 211,988 impressions. Advertisements that were placed on digital platforms, such as newsletters or websites, resulted in 1,635 clicks. The event garnered earned regional media coverage, which continued well after the event, and resulted in a total potential reach of more than 14 million.