Maryland 529 Photography
After auditing Maryland 529’s communications approaches, messaging, and advertising, Hatcher developed a series of recommendations for how to tailor message to speak to each persona and demographic in a powerful, memorable way. The result was a comprehensive marketing plan and creative approach with four distinct campaigns. One campaign targeted middle-and low-income families, one targeted high-income families, and two targeted families of all incomes. The campaigns centered around the value of providing freedom for families. Campaigns featured real Maryland families in different recognizable settings and layered positive imagery throughout in radio, television, print brochures, simple motion graphic explainer videos, and digital media.
Hatcher conducted a photoshoot to produce real photos of Maryland families and youth to enrich Maryland529's various materials with authentic imagery.
