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'The Hall is Home' Shared Messaging Campaign

Project Type

Regional Advertising Campaign

Client

Maryland Hall for the Creative Arts​

Objective

To address the perception within the community and among resident companies that the four esteemed resident companies of Maryland Hall were not receiving adequate promotion and recognition, and to showcase them as integral members of the Maryland Hall family.
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Scope of Work

Collaborated closely with resident companies and community stakeholders to understand their concerns and aspirations, ensuring the campaign addressed their specific needs and challenges.
Developed and facilitated initial narrative and aesthetics for preparation of a comprehensive multichannel visual marketing strategy designed to elevate the visibility and recognition of the resident companies within the community including:
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-individual resident company video interviews
- regional bus and bus stop ads/city pole banners
- local digital/tangible publication ads (West Annapolis Neighbors, UpStart, Chesapeake Family Life, Capital Gazette, The Baltimore Sun, What’s Up Media, Maryland Public Television)
-joint press releases
-collaborative social media campaign and strategy through shared content calendars (staff, history, behind-the-scenes, upcoming events, and trivia highlights)
- internal and external signage (tv display, indoor/outdoor banners/signage)
-merchandise (notebooks, tote bags, tumblers, magnets…etc)
-digital/tangible promotional collateral (flyers, foldout informational guides, one pager)
-press coverage via Fox 45 live morning television broadcast segment
-integrated and pronounced presence and visibility into the Maryland Hall website
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Produced original content, including video interviews and collaborative promotional materials, that showcased the individual stories and contributions of each resident company, highlighting their nuanced identities and programming.

Implemented strategic branding and messaging initiatives to reinforce the sense of unity and collaboration among Maryland Hall and its resident companies, emphasizing their shared commitment to artistic excellence and community engagement.

Executed a targeted outreach element including an interactive Open House activation with staff from both Maryland Hall staff and resident companies to engage audiences and stakeholders in person and formally arranged exclusive press activations to foster a sense of pride and ownership in Maryland Hall and its resident companies.

Outcome

Successfully addressed the initial challenge of promoting and recognizing the resident companies of Maryland Hall, transforming their perception from tenants to cherished members of the Maryland Hall family.

By highlighting their unique identities and contributions, the campaign fostered a sense of unity and pride within the community, leveraging the shared vision of artistic excellence.

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