Rome wasn’t built in a day, and neither was Montogomery County, Maryland. Formerly a farming community, Montgomery County has since flourished under economic pursuits and become an epicenter for businesses, biotechnology, government agencies, and families. After World War II, the county experienced significant growth and transformation, seeing an impressive rise in single-family homes, suburban neighborhoods, and planned communities. Like many American communities, however, Montgomery County grappled with issues of racial segregation and discrimination in housing. The county’s development during the 20th century was marked by practices such as redlining and racial covenants, barring Black residents and members of other minority groups from purchasing land or homes.
Since those days, in response to the growing demand for affordable housing and the need to address historic inequalities, the Montgomery County Planning Department (“Montgomery Planning”) has been at the forefront of advancing progressive housing strategies. To expand ongoing planning endeavors that accurately and effectively reflect Montgomery County’s evolving environment, Hatcher has been honored to support the Planning team in strategic communications, equitable engagement strategies, and close collaboration to meet mission goals and pursue a path toward a flourishing and equitable community for present and future generations.
Montgomery Planning sought out support in response to the county’s growing needs for development that captures and reflects the diverse community it serves. The department’s request included simplifying complicated concepts to increase public understanding of the department and its processes, improving and expanding equitable engagement across the county, and navigating a highly politicized environment. It was also crucial for the department to operate in consideration of its rich yet complex history, addressing and amending past injustices to develop planning solutions that create equitable communities in the future.
The client selected Hatcher to support ongoing strategic communications and consulting, which has evolved into numerous activities like event planning, media training, crisis communications, social media listening, and public affairs strategy. Our ongoing partnership with Montgomery Planning has tapped Hatcher’s well-rounded expertise in equity and opportunity and our knowledge of Montgomery County and its communities, as well as how to reach and represent all corners of the region.
In continued pursuit of promoting equitable engagement from the county’s diverse community,
We also developed a communications campaign plan to build enthusiasm among Montgomery County residents and encourage them to participate in the Thrive Montgomery 2050 initiative. Hatcher provided strategic event planning and execution support to Montgomery Planning. We launched a series of five consecutive in-person events, each held in a different location within the county. The events were done in tandem with Facebook Live discussions with prominent local leaders on their hopes for the future of the county and community.
Hatcher provided website development and support services to the Maryland National Capital Park and Planning Commission (“M-NCPPC”), which included a full-scale redesign and management of the department’s website. As part of the process, we engaged in multiple development phases, including strategic planning, user experience design, and technical implementation.
Following the news of the successful passage of Thrive Montgomery 2050 (Montgomery County’s current general plan) we worked to continue building excitement about the county’s residents and encouraging them to participate in the initiative. In our efforts, we reached more than 1.5 million users, driving quality traffic to the website, and increasing general awareness of the Thrive Montgomery campaign. Our digital ads received a total of 6,655,366 impressions and 11,537 clicks. In addition, our outdoor advertising, which included bus and transit, reached 6,500 people every day.
In addition, in the aftermath of the termination of the entire Planning Board and the dismissal of the executive director, we played a pivotal role in supporting the Planning during a seamless transition to new leadership. This involved a multifaceted support system through which we provided strategic counsel, crafted cohesive public-facing and internal messaging, and helped maintain effective governance during the significant organizational change.
Accessibility
Advertising: digital and traditional
Analysis, optimization, and reporting
Audience development
Audio
Change management
Content
Crisis comms
Earned media
Equitable outreach
Events: activations and in-person
Graphic design
Media buying
Public affairs
Qualitative research
Quantitative research
Social media
Strategic communications
Technical assistance
Website: design, development and UX