Maryland 529

Helping Maryland Families Save for College

Award Winner


As college tuition and higher education costs rise, saving for college can seem like more of a challenge than ever before. Maryland 529 provides flexible and affordable 529 plans to help Maryland families save for future education expenses and reduce their dependence on student loans. The Hatcher Group, in partnership with Reingold and Entercom, is supporting Maryland 529’s marketing efforts across the state. 


Crisis Communications

Earned Media

Strategic Communications

Strategic Events


Digital Engagement


Multimedia Production

Website UI/UX


Our marketing work for Maryland 529 included digital, TV, radio, and billboard advertising as well as social media and influencer engagement, which grew Maryland 529’s brand on Facebook and Twitter. Our digital ads on Facebook, YouTube, and Google Search targeted Marylanders based on their interests, location, and browsing history. 


Hatcher partnered with Rafferty Weiss to produce two 30second TV commercials and several radio spots. We also created a series of motion graphic videos highlighting the benefits of Maryland 529 plans. 


As part of a broader refresh of marketing and advertising, we created a suite of new and updated materials, including an enrollment kit, annual report and summary, infographics, photography, brochures, animated GIFs, motion graphics, and other campaign collateral. 


We held a photo shoot that yielded visual assets that could be used across campaigns throughout the state. 

Our Impact

Hatcher continues to refine and optimize its support for Maryland 529 based on analytics and regular reporting to ensure the most efficient use of the client’s resources. Here are just some of the results:

  • In the first months the plan’s execution, applications for an important program significantly increased over the previous year, a key performance indicator of campaign success.
  • Our digital ads received 5.7 million impressions in the first quarter of 2020, resulting in more than 340,000 website visits.
  • Our videos were viewed 158,222 times, with a cost per view of just $0.05.
  • We secured media coverage in The Baltimore Sun, Baltimore Patch, and the Severna Park Voice.