It had been two years since the Baltimore Uprising, sparked by the tragic death of Freddie Gray, a 25-year-old Black man from West Baltimore who died in police custody. The community's pain, which had been smoldering for decades, was only fueled more by the growing outcry of African Americans protesting against police brutality in urban cities across the United States.

It was 2017, and I was responsible for marketing the city of Baltimore, which I enjoyed as a West Baltimore native. Still, the summer tourism season was approaching, and we all struggled to figure out how to encourage people to travel to Baltimore when (on CNN) they had been inundated with the constant coverage of the burning CVS store for two years.

IN THE BEGINNING

Baltimore had long battled misperception and bias in the media, but in 2017, it had become almost impossible to elevate positive narratives, especially with limited marketing dollars.

While developing a strategy to tell Baltimore's story authentically, we uncovered how Baltimore authentically saw herself.

There were roughly 500 posts across social media where Baltimore residents were using #MyBmore. Most of the posts were two years old and reflected the emotions of Baltimore residents and their communities following the city's uprising.

You saw Black and White people marching together through the streets, holding signs manifesting change. We saw drug dealers standing side-by-side with Grassroots leaders and pastors, acting as human shields between our city's underserved youth and the world. Major attractions and museums closed their doors and took their art and creativity outside, directly to the local communities to share and experience.

Some images were gritty and raw, while others were sweet and inviting, reflecting empathy, compassion, and love. Through the eyes of locals, you could see the authenticity and natural beauty of Baltimore's neighborhoods and people.

At the time, this is what we knew:

54% of people visiting Baltimore for an overnight trip were visiting friends and relatives.
72% of overnight travelers to Baltimore use social media for travel, **notably 500 million people used Instagram daily
Compared to competing destinations like Boston, Philadelphia, and Washington, research showed that among overnight travelers to Baltimore, 82% had visited Baltimore at least once prior in the last year. Which means to know us is to love us.

So, with support from my team, I spearheaded the #MyBmore movement to empower Baltimore residents to be their best marketing. We had an ambitious goal of having one place to point for positive stories that elevate public perception of Baltimore.

The movement quickly gained traction. Within a year, the campaign grew from 500 positive social media posts boasting #MyBmore to 100K posts (a 750% increase in usage since its inception).

Through coordinating and facilitating Baltimore community conversations, stakeholder meetings, and other civic forums, #MyBmore was widely embraced and supported citywide. There was an elevated morale among city residents, local and corporate business leaders, schools, churches, and nonprofit organizations for the first time.

Several studies indicate that morale can be directly tied to productivity. Positive morale can lead to improved citizen engagement, better collaboration, more significant commitment, a sense of belongingness, quicker conflict resolution, and a healthier, safer environment for everyone.

Also, as a mother of three boys, it is not hard to believe that high morale makes motivating others and improving performance easier.

EVOLUTION OF THE BRAND

“I trust artists to challenge our perspectives and enlighten us.”

— Baltimore Resident

Since discovering #MyBmore, I have witnessed Baltimore take intentional steps towards owning our narrative and tackling our challenges with a cohesive, holistic, and inclusive approach.

In 2018, I made a difficult but sincere decision to leave Visit Baltimore, an organization where I had worked for over 16 years in tourism development and marketing for my hometown. I have always believed in the power of people, but what strategy does a destination use to empower authentic storytelling from its residents?

I created the Audacity Group LLC., a marketing and creative think tank that builds strategies to shift minds and change the world through storytelling.

I am what you would call a "Passion Brand Marketer." For the past six years, Audacity Group LLC. has provided global marketing consulting services and facilitated bold initiatives for some of the most impactful social enterprises and organizations on the East Coast.

Marketing (of any kind) is simply the Law of Attraction. You must first understand and appreciate your story (who you are) and then be clear on what you have to offer. Once established, you must share your story, and the universe will conspire to connect you with your ideal audience.

At Audacity Group, we believe in the power of positive storytelling and authentic local engagement. We've built our branding agency on the "Robin Hood Model." We help social impact brands elevate their storytelling, and then we use the profits to amplify the narrative.

The ultimate aim is to create a more vibrant and inclusive urban ecosystem where positive narratives and meaningful engagement are the norm rather than the exception.

#MyBmore amplifies the voices of Baltimore artists, creatives, and grassroots organizations. Through practical research, citywide collaboration, and positive storytelling, the #Mybmore Project has effectively fostered community engagement. We are developing a method and approach to connect a city's mission with the community's vision.

FACT FINDING

“Baltimore’s organizations focused on supporting people and entities are not strategically aligned.”

— Baltimore Development Corporation

In 2022, Audacity Group collaborated with the Baltimore Family Alliance and utilized the #MyBmore Project to unite residents and ideas to promote change in Charm City. Diversity is an understatement in a city with 250 neighborhoods, from East to West and North to South.

The issues concerning residents in Roland Park may differ from those who live in Harlem Park. The event offered a unique opportunity to empower families to advocate for their community's needs to stay, live, and grow in Baltimore.

Valuable information and ideas were shared and compiled.

Highlight 1:

There is work that is being executed on the ground every day by community leaders and grassroots organizations. They have established relationships and engaged stakeholders while putting forth the effort to build trust among residents.

However, their groundwork is often disrupted by a decrease in grant funding because new organizations with less experience and no institutional knowledge are awarded funding for existing programs.

Highlight 2:

Baltimore communities rely on local news media for the critical information that impacts them, but this is a struggle due to the lack of trust in motives or agendas. To supplement, residents listen to the direction and counsel of Baltimore's black artists/creatives and the leaders of our community-based grassroots organizations.

Highlight 3:

Like New York's community boards, Baltimore attendees expressed interest in appointing trusted artists/creatives, grassroots organizations, and journalists to assess the needs of their neighborhoods. Then, they meet with city agencies and make recommendations in the city's budget process to address them.

FOLLOW THE RESEARCH

“It is vital to recognize and highlight Baltimore’s creative economy as a key feature of our city’s identity and appeal.”

— Visit Baltimore

Audacity Group made significant progress over the next year by following the Baltimore Community Report as our guide. We focused on building our capacity to break down silos and communicate authentic stories. We also harnessed the power of the #MyBmore Project to connect with partners and build a community of people who could support the creation of sustainable solutions.

Major urban cities already have the solution they need for their city's most challenging problem. They simply require a strategy to elevate, amplify, and financially support the efforts made by their grassroots and nonprofit leaders. They are a destination's culture shapers, storytellers, and the first line of defense against a city's society's ills.

In the Fall of 2023, Audacity Group LLC identified synergies among various community partners in Baltimore. We invited the previous “Home Is Where The Heart Is” Community Session attendees and Baltimore artists, grassroots organizations, and nonprofits, considered some of Baltimore's most trusted people. Audacity Group LLC presented our findings.

No More Silos

We are intentionally insulating our efforts in Baltimore. The information that most impacts the local community needs to reach the people that the local community says they listen to the most: grassroots organizations, nonprofits, and artists.
Grassroots, Nonprofits, and artists require one organization that is held accountable for keeping their community informed, engaged, and connected to resources and business development.

Who Is Serving the People Who Serve?

Our first line of defense in Baltimore is grassroots leaders and nonprofit organizations. Still, they are stretched beyond means, grossly under-resourced, and if not immediately addressed, the city will risk losing its most critical support on the ground.

Uplift Your Storytellers

The best way to uplift positive storytelling in Baltimore is to amplify the impact made by the grassroots and artivists in Baltimore.
Grassroots and Nonprofit leaders are the city's stars, and their narratives align with each of the critical indicators needed for a healthy city: housing, transportation, education, workforce development, innovation, youth empowerment, health, and wellness.
Baltimore must redefine the grant funding structure. If the grassroots could receive this funding directly, they could build capacity, allowing organizations to be weaned off services and provide opportunities for others.

The Greatest Strategy Never Told