Smelt fishing on Lake Michigan can be a lot of fun!

When the smelt are running in the spring, you can wade into the ever-frigid waters with friends and a fine-mesh net and pull in hundreds of these delectable little fish in a single evening. And if someone’s on the beach furiously cleaning fish while you haul in, there will be plenty of smelt dinners for everyone. Only thing is, the Lake Michigan spawning run peaks in mid-April, and that’s it until next year. Of course, many smelt fishermen cast an even wider net, so to speak, and pursue other fishing opportunities over a year—taking in rivers, bays, inlets, salt flats, or the oceans of the world. Each type of fishing endeavor requires its own licensing and stamps, special gear, knowledge and training. Not to mention a plane ticket or two.

Another option is to specialize in one sport—fly fishing—pursuing elusive trout in fresh water streams or striped bass (rockfish) in our own Chesapeake Bay.

Fly fishing is as much art as sport, requiring great casting skill—a choreography of moves defined by distance, prey, and the surrounding environment—as well as an in-depth knowledge of fly knots, all that gear fly fishermen love to wear, the various flies your fish love to bite, and a keen understanding of fish psychology. You learn to spot fish by thinking like one of their predators, such as a heron. And, over  months and years, you come to know your quarry—even individual personalities like “Bubba,” the wizened old trout of Jackson Hole, Wyoming. And you learn to trust your “fish intuition,” sensing when to pursue and when to back off, what they’ll bit and what they won’t, even when they’re playful or fearful…or just plain hungry.

A client of ours cast a wide net for many years, providing valuable services to a broad spectrum of clients in several major markets. They had worked hard to enhance their image and identity in these markets. Recently, they invited us to work with them to develop strategic marketing initiatives that would further develop their client base.

Specialist versus Generalist

Together, we undertook several strategic thinking and planning sessions. And what evolved was our recommendation that our client move from a general marketing approach to a more specific market we both felt they could serve very well. Indeed, our client already enjoyed excellent relationships with several firms in this specific market and regularly contributed articles to its trade journals.

Rather than continuing to cast an ever-wide net for many different kinds of fish, we were asking our client to consider re-tooling for a very specific area—fly casting. Thus, new strategic marketing initiatives required a re-positioning of our client’s marketing efforts (and dollars)—building on the company’s already established relationships.

We worked together to develop a verbal identity and visual identity this specific market could relate to and connect with emotionally. We began with some “givens” about the industry: that it is challenged with chaos in project management, with meeting ever increasing requirements, and with a shorter life span for their products. Additionally, we understood that competition is very fierce in this industry, where the difference between being first and second to market can cost a company millions of dollars in the first months after product launch.

Core Beliefs Matter

Any new marketing initiatives also incorporate core beliefs and values we determined were the germinal underpinnings of many companies in this industry. These core values emanate from the corporate leadership and culture.

There began a strategic and integrated advertising and PR campaign that surrounded and penetrated the market from all sides. As a result, our client is enjoying new business opportunities which offer substantial growth potential. Rather than casting a wide net for many different “fish,” they are acquiring the habits, grace, and skills of the expert fly fisherman—casting a perfect fly into a still pool or a creek,…focused on a ripple, a thin moving shadow, a brief sliver of light.

Here is a sneak peak at the second day of rehearsals!

Don’t wait! Click here for tickets as this straight-from-Broadway musical is here only for a short time!

Randy Skinner
(photo courtesy of Infinity Theatre Company)

For more about Randy Skinner, you’ll enjoy this DC Theatre Scene’s  live interview.  Says Randy, “I want to hit the audience with the power of tap dance, to elevate this form and take the audience to a whole other level. And I work on everything as if it’s a Broadway opening.” And he does, from the moment the curtain opens to the closing chorus with the entire company. Join Ruby, Dick, Joan, Lucky, The Captain, and Mona as they tap-dance their way to Broadway!

Two of the sites we developed have won State awards. The HistoricPrinceGeorges.com website won the annual IMPACT AWARD at the Maryland Tourism and Travel Summit for a organization that has made a major impact with an important industry project or product.

Impact Award Winner

Another Prince George’s County website, OneNews, also won the BEST ELECTRONIC MARKETING AWARD at the Maryland Tourism and Travel Summit. This award recognizes the most strategic, innovative, and successful electronic marketing initiative to attract visitors to the State of Maryland.

We hope you’ll check them out and give us your opinion.

And, if you have time, please take a look at VisitPrinceGeorges.com which has just been launched. In the second full month after launch, unique visitors increased from 19,000+ to 42,000+. Using HTML5.0 and CSS3 to improve SEO was a great choice.

Winner of the Best Electronic Marketing Award

Perched high in the trees at the Morris Arboretum of the University of Pennsylvania in Philadelphia is a child’s dream. A giant birds’ nest with Robin’s eggs both children and parents can sit on. A suspension bridge 50 feet above ground children can play on and run across. A rope-netting squirrel’s paradise skirting around towering trees where children can actually “go out on a limb”.

Go “Out On A Limb” at the Morris Arboretum’s Tree Adventure Exhibit in Philadelphia

Created by Metcalfe Architecture & Design, this is a 450-foot, fully accessible (Grandparents are invited!) tree canopy walk. Arguably the most elaborate of tree canopy walks in North America, the design is not only fun and exciting, it is sustainable. “Metcalfe balanced perceived danger, actual safety, beautiful materials, and real trees to create a playful learning experience about the forest.”  On their website they also mention all the awards they have received including:
~2010 AIA Philadelphia Design Excellence Gold Medal
~2010 AIA Pennsylvania Architectural Excellence Award
~2010 “Best of Philly” Award
~2010 American Association of Museums Excellence in Exhibition Design Award

The Boardwalk at the Morris Arboretum

Inside a Bird’s Nest

A Suspension Bridge High in the Sky

Some other fun things to see and do at the Arboretum include:

•    Dawn Redwood Grove – where you can measure the height of trees and study “living fossils” in a grove of some of the country’s oldest and largest redwoods.
•    Oak Alle – children can measure the length of trees’ roots and learn how roots grow and how they benefit the trees.

•    Springhouse – A pre-Victorian and Colonial refrigeration staple where you can  analyze temperature changes, using thermometers placed in the shade, the sun, water, and underground.
•    Log Cabin – Built in 1908, this structure illustrates how trees are necessary not only to animals, but to humans as well, to create homes and keep warm.

Looking up into the trees where children (and squirrels) dance and play.

Everywhere you look you can find a new adventure to explore. This is a place where parents can play with their kids in the trees without having to build a treehouse in the backyard! It’s also a place where children can learn about nature, respect it, and also love it.

We hope you get to visit this marvel someday.

Your kids will thank you!

A Bird’s Eye View

For those who are less familiar with the idea, we’ll give a quick overview.  Mobile marketing allows businesses to communicate with consumers in a number of effective ways.  When a person responds to an ad through their mobile phone, they will usually receive a text back with some of the company’s information.  Businesses can also send coupons to the number as an incentive for them to actually come in to the store.  Some businesses, such as Starbucks, have even begun using mobile loyalty cards – a great way to keep frequent visitors coming back for more!  Other mobile marketing techniques include sending polls, contests, and text alerts to interested leads.

Image from: http://www.mpls.tmcnet.com

One very successful example was carried out by Ace Hardware and Microsoft Mobile Advertising.  In a month-long holiday campaign, Ace Hardware advertised four different in-store specials via mobile marketing.  The campaign resulted in a 60% lift in brand awareness in ages 35-54 and 101% in ages 25-54, as well as an 8% increase in store traffic – surpassing even the highest expectations.  This just goes to show that mobile marketing is more than just a passing fad for the tech-savvy; it’s a major break-through for businesses who are ready to get involved.  And here’s the kicker: it really does work!

With 2.4 billion active text message users in the world (more than any other data application), it’s surprising that this trend hasn’t caught on sooner.  In fact, a study by the GSM Association found that mobile marketing has already reached 25 times more people than Twitter and has 7 times the response rate as compared to e-mail marketing.  We should also expect it to increase in popularity as more age brackets adapt to text messaging and as mobile coupons are becoming more widely accepted.  While the revenue it produced in 2008 was a couple hundred million, it is predicted by http://www.smallbiztrends.com that this could increase to $5 billion by 2012.

Image from: http://www.solucionprofesional.com

At The Souza Agency, we know how important it is to stay up-to-date in the ever-changing and quickly expanding world of marketing.  And with mobile marketing – the question no longer seems to be how or why to get involved, but when.

Team Souza

In a market this complex we need to ask ourselves: Is it possible to communicate with all of them in the same way?  How can we reach each group effectively?  What is our target age group really looking for from us?  By comparing different characteristics of today’s  five prominent generations – the Silent Generation, Baby Boomers, and Generations X, Y, and Z – we can pin-point what each group is likely to be drawn to and do our best to reach them most effectively.

The Silent Generation: 1925-1942

After years of spending on their children and grandchildren, this is a generation that is finally ready to do something for themselves.  They have earned their retirement and they want to enjoy it!  So, how can we help them do this while bringing their business our way?  Here are a few pointers.

Most people in this age group still respect old-fashioned ways and values, so it is important to emphasize this when reaching out to them.  They also appreciate history and look for brands that are older and more established.  If your business has any sort of history or background, you’ll definitely want to bring it to their attention.

Direct mail is a great way to reach the Silent Generation because they are more likely than others to actually have the time and willingness to sit down and read it.  This is not to say that this group cannot be internet-savvy as well.  A study in 2008 found that 91% of the people in this group that do use the internet, use it to access e-mail.  They are also likely to use the web to view health information, news sources, and government sites.  So, when making a website or online campaign you may not want to leave them out.  They are looking for a website that is clearly organized and easy for them to navigate through.  The font should also be a bit larger than average, so it is easier for them to read, but never to the point where it would make them feel like “old people”.

Baby Boomers: 1943-1960

Frequent travelers, loving grandparents, and wealthy retirees – these are the generation of baby boomers.  Some believe the Boomer’s to be the most nurtured generation yet because of the large number of stay-at-home moms after World War II.  Perhaps this is how they earned the nickname, “The Me Generation”.  You can appeal to this characteristic by creating campaigns that focus on what’s in it for them and reinforce the idea that they deserve it.

This generation also holds most of the country’s wealth, and a 2004 survey by the Bureau of Statistics found out exactly what they’re spending it on.  They spend more than any other generation on goods and services and come in second for spending on transportation and entertainment.  The women, specifically, spend the most on clothes – 56% more than the average household.

Because of the increasing number of single and working parents, grandparents are now more involved than ever before.  It should come as no shock that the grandma’s and grandpa’s in this group are actually spending more than the Gen X-er’s on pets, toys, and children’s products.  So, when advertising for these products we need to remember the baby boomers as a key part of our audience.  What kind of toys would they want their grandchildren playing with?  Something safe.  Something that teaches good values.  Maybe even something that brings them back to their own childhood.

Generation X:1961-1981

Juggling new careers, marriage, and parenthood makes this generation a busy one.  If you can’t capture their attention immediately – you’ve probably lost them amongst everything else they’ve got going on.  Emphasizing the convenience or ease of your product/service is a great way to stand out to this crowd who would appreciate the break.

“Exposed to consumerism and public relations strategies since we could open our eyes, We Gen X’ers see through the clunky attempts to manipulate our opinions and assets, however shrinking,” writes Douglas Rushkoff, in his 1994 book, The Gen-X Reader. “When we watch commercials, we ignore the product and instead deconstruct the marketing techniques.”  What he is saying is a very valid and useful point – Generation X wants us to be genuine.  They aren’t likely to like or fall for gimmicks.

Generation Y: 1982-2000

A group of Gen-Y volunteers from Oxford College

Full of hope, optimism, and (most importantly) energy – this generation is determined to change the world.  It seems like every Gen Y’er is passionate about some cause or another and they are ready to do something about it.  For this reason, they are most likely to be drawn to a business that shares these ideals and is equally passionate about them.  Cause-related marketing is a very effective way to reach Generation Y – and of course, helping out the world while doing it is a nice little bonus!

Another interesting thing to note about this generation is that they have grown up in an age where having single or divorced parents is not uncommon.  But how can we use this to reach them as consumers?  The key is to make them feel like a part of something – like family.  One example that comes to mind is the Mac vs. PC campaigns.  No matter which side you’re on, you become a part of their team.  You no longer “have” a PC, you “are” a PC, etc. And from then on, you have some sort of connection with all the other users on your team.

This generation also places a strong emphasis on their friendships; so word-of-mouth marketing is extremely effective.  If they see that a friend of theirs “likes” your company on Facebook, for example – it makes a powerful first impression.

Generation Z: 2001-

The most important thing to keep in mind when marketing to Generation Z is that they are still too young to make their own purchases (with the exception of the occasional candy bar bought with their weekly allowance).  So when you target this age group, the people you really need to convince are the parents – Generation X and Y consumers.  In fact, they even have wish lists that kids can make online now, so begging your parents has never been easier!

And while you may not immediately think that internet advertisements would be the way to go, children are becoming very proficient on computers at a young age and many go online almost daily to play games. Interactive ads or short videos that will keep their attention work best.  Because they are so visually oriented, television commercials are still very effective with this age group as well.

Reaching Them All

Years of working with all kinds of clients at The Souza Agency have proven to us that the first, and arguably most important step in effective marketing is to know your audience.  Know what they like and dislike, what they’ve been through, and what they are attracted to.  Age cannot answer all of these questions, but it sure is a great place to start.

Filed under: Blogroll, Branding, Trends Tagged: advertising, baby boomers, generation gap, generation x, generation y, generation z, marketing, silent generation, strategic marketing, target audience ]]> http://souzablog.com/2010/09/24/generationgap/feed/ 0 souzablog elderly_couple3 grandparents Young family 75046 cute-boy-playing-video-games-computer http://souzablog.com/2010/08/03/turning16/ http://souzablog.com/2010/08/03/turning16/#comments Tue, 03 Aug 2010 20:24:49 +0000 The Souza Agency http://souzablog.com/?p=857 ]]> Do you remember the feeling?  You were probably terrified.  A stranger was sitting next to you, judging your every move and just waiting for you to make one tiny mistake. Some people are so scared they make themselves sick; others panic and lose control. Words of wisdom are inevitably offered: “make sure you count to 3 when you stop,” “constantly check your mirrors,” “remember to stay inside the lines.”  But nothing really helps.  It is just you, the car, and a DMV official.

Taking your driver’s test at the young age of 16 is a terrifying, thrilling experience—nothing can really prepare you for it.  Eventually though, you pass.  And you have it—that tiny little piece of plastic that changes your life.  No longer were you reliant on your friends or family to cart you around; instead you were free to go wherever, whenever.

The feeling that the world was your oyster—just waiting for you to explore—was exhilarating. You could now reconnect with friends, visit a place you had never been, or just simply drive around.  Getting your driver’s license for the first time is a life-altering moment: suddenly the world gets a little smaller and you get a little bigger.  Suddenly, you are connected…

So it is with social media.  One moment your company is 15 and stuck in this little pigeonhole, relying on others to get you where you want to go.  And the next, your company is 16 and has access to the world.  Social media is one of the most accessible and cost-effective forms of marketing today.  Nothing, since the advent of the web, has had such a profound impact on marketing and advertising.  Social media, however, ultimately transformed the face of the Internet—the web became two-way.  People (and companies) could now talk to each other from across the world; a connection was now possible.

Souza has embraced this change.  We believe that social media is crucial to any effective marketing campaign.

Recently, one of our clients asked us how they could generate more interest in their company.  We recommended that they consider employing social media, the fastest growing form of online advertising today.  Our client seemed hesitant at first—they questioned whether or not social media was professional enough for their image.  We informed them that more than 60% of Fortune 1,000 companies use at least one form of social media to reach customers.  A well thought out social media campaign can not only be professional, but also help make the company more accessible to thousands of people.

Together, we developed a plan of attack.  We decided to focus our efforts on web site design, blog creation, search engine marketing and optimization, and social media sites like Facebook and twitter.

Before we could construct an integrated social media system, however, we wanted to update their existing website, ensuring that it was as user-friendly as possible.  We wanted to create a website that was the focal point of their online marketing; from there, customers could access the client’s blog and their Facebook and twitter pages.  We also wanted an interactive website: we wanted customers to feel compelled to explore the site and the new features we had added.  Most importantly, we wanted a website that was current, because when clients visit your site they want the most recent information available.

However, potential customers would not have been able to enjoy our client’s new site if they could not find it.  Therefore, we optimized the site and submitted it to major search engines.  With our highly specific and specialized Search Engine Optimization (SEO) process, we were able to target certain web-users, ensuring that our site matched their search terms.  Ultimately, SEO created a site ranked as high as possible on various search engines.

We also created a blog for our client that was creative and modern, yet ultimately professional and classy (since our client wanted to retain its professional image).  With the blog we built an online community for the client, providing an essential link between our client and their customers.  Now, the company’s customers had a place to post their thoughts and opinions—informing our client about customer satisfaction levels.

The biggest social media sites are undoubtedly Facebook and twitter.  Thousands of companies have created profiles for themselves; many devote millions of dollars and thousands of man-hours to creating the best profile possible.  Our client needed neither a million dollars nor extensive manpower; instead we were able to create a Facebook and twitter account with minimal expense.  We focused on setting up profiles that contained all pertinent information, with links to the company’s blog and website.  Then we allowed social media to do its job: within days our company was able to establish a large following of “friends,” simply through computer-to-computer communication.  People saw that their friends had become a friend to our client and they wanted to as well.  With our help, our client has created an online world that customers can easily access from anywhere.

As a result of this social media marketing, our client has created a cohesive and comprehensive brand image that permeates all forms of their web media.  Together, their various social media outlets have generated increased interest in the company, leading to substantial growth potential.

Social media is here to stay.  According to Nielson, last year companies spent $108 million on advertising for social media, and that number will only continue to increase.  We have embraced this change.  We have helped countless businesses celebrate their 16^th birthday, thereby making the world seem a little smaller and much more accessible.  So does your company have that tiny piece of plastic that will grant it access to the world?

As tempting as this sundae may look upon first glance, you might not want to dig in right away… If you take a closer look, you’ll see that from the scoops to the sprinkles, everything is actually crafted from paper color chip samples!

You may have been awed by paper crafter, Matthew Sporzynski’s work before if you are familiar with Real Simple Magazine.  If not, here are a few examples of his work:

Click here to see Matthew Sporzynski’s full gallery from Real Simple.com!

And yes, each of these meticulously sculpted images is made entirely of paper!  “I can make anything out of paper,” says Sporzynski, “No one’s come up with something I’ve not been able to do.”  For years he has been creating all sorts of incredible paper constructions that have been used for invitations, place cards, party favors, centerpieces, and more.  His Manhattan-based company, Couturier de Cardboard, has served clients ranging from John Galliano to the Museum of Modern Art.

Matthew constructing his next paper masterpiece!

His imaginative products and featured spreads in magazines have received much well-deserved attention and popularity – enough, in fact, to inspire Sherwin-Williams Paint Stores’ new ad campaign, “Color Chips”.  The four print ads each feature a different colorful object made from Sherwin Williams paint chips, accompanied by the tagline, “Make the most of your color with the very best paint”.

The intense focus on color really transforms these photos from something that is simply different, to something you can’t take your eyes off! For the past few years, Sporzynski’s work has been encouraging crafters everywhere to see what they can do with paper.  His new sculptures have taken it a step further; encouraging designers to see what they can do with color.

Color is a beautiful thing, in and of itself, and it seems there are countless uses for it in the marketing world and beyond.  A study conducted by University of Loyola found that color has the ability to increase brand recognition by up to 80 percent.  Not only that – It also has the power to capture our attention, to make a statement, and to bring about certain moods and memories.  In each color there is a unique personality, a different emotional connection that can be made if used appropriately.  It is a consistent, universal language that speaks to all – and a very effective one at that.

Say It With Color

How do you want people to see your brand?

Black – Classy, Sophisticated, Formal, Dramatic

Red - Passionate, Exciting, Energetic, Strong

Orange – Confident, Balanced, Warm, Encouraging

Yellow - Optimistic, Imaginative, Joyful, Intelligent

Green – Environmentally friendly, Vigorous, Hopeful, Responsible

Blue – Dependable, Stable, Loyal, Honest

Purple – Powerful, Sentimental, Spiritual, Wise

At The Souza Agency, we see color as more than just an area of expertise – it is a passion of ours.  We recognize color as one of the most powerful tools in the art of visual communication, and as a major key to success when creating remarkable brands for our clients.  The Sherwin-Williams ads tell us to “make the most of [our] color,” but let’s not forget that we can also use color to make the most of our branding and marketing.

Filed under: Blogroll, Branding, Graphic Design Tagged: advertising, Branding, color, crafts, graphic design, marketing trends, matthew sporzynski, paper crafting ]]> http://souzablog.com/2010/07/13/color-color-everywhere/feed/ 0 souzablog xcover icecream gal4-0602-roses_300 gal8-0607-car-luggage_300 gal5-0504-cupcakes-stand_300 matthew-at-work birdhouse toy flower http://souzablog.com/2010/06/15/fashion-forecast/ http://souzablog.com/2010/06/15/fashion-forecast/#comments Tue, 15 Jun 2010 17:04:03 +0000 The Souza Agency http://souzablog.com/?p=704 ]]> The fall fashion season is right around the corner, and this year it’s bringing with it an exciting new array of stylish colors!  Pantone, the world’s color authority and source of inspiration for design professionals, has just released its Annual Color Forecast for Fall 2010 – full of beautiful and intriguing blends of color for designers and fashionistas alike.  With eye-catching colors like Golden Glow, Purple Orchid, and Lipstick Red – this season is all about being bold and standing out!

With the season quickly approaching, Pantone has paired with the designers of New York Fashion Week to present the top 10 color inspirations for women’s fashion.  This season’s color palette “offer[s] many options for women to extend and embellish their wardrobes,” says Leatrice Eiseman, executive director of the Pantone Color Institute®.  “This season’s offerings,” she continues,”include innovative takes on fundamental basics, as well as transporting, lively colors that conjure images of travel and adventure, whether real or aspirational.”

Pantone has chosen Lagoon, “this season’s turquoise,” as the 2010 Color of the Year.  Tadashi Shoji is one of many designers drawn to colors in this family because she feels they capture elements of nature inspired by aerial views.  Lagoon is also very popular in accessories, and is an ideal compliment to most red hues – including this year’s sensual Lipstick Red, which will be especially prominent in cosmetics.

Another vibrant color that is sure to be dominant this season is Purple Orchid.  This majestic, feminine shade can be used to create several diverse looks when paired inventively with some of the other fall colors, such as the rich and elegant Chocolate Truffle.Pantone’s top 10 also includes two very different, but equally stunning shades of green that each combine brilliantly with Purple Orchid.  Woodbine is a deep, solid green that designer, Peter Som says, “works well alone or in a mix of patterns.”  Crisp Endive is more of a yellow-green, and is guaranteed to add a hint of freshness to any wardrobe.

“Reminiscent of a radiant sunset on a brisk autumn evening,” Golden Glow is a beautifully energetic fall favorite, and this year’s signature yellow.  This deep, earthy tone will complement many of the season’s new exotic looks and colors .  Living Coral is the other warm color of the season – its pink undertone giving it an inviting, tropical feel that pairs best with Lagoon.

With so many dynamic colors in this season’s top 10, we’ll need a few neutrals to balance them out and complete our stylish new looks.  Oyster Gray and Rose Dust are the two light and flattering colors that ground this year’s palette.  By including these classic shades, designers are taking a step to address consumers’ economic concerns.  Since clothing in such colors can be worn with just about anything and never really go out of style, they can be considered investment pieces rather than luxury items.

While these eye-catching colors and unexpected combinations will surely dominate the fashion industry, their impact transcends far beyond the runway.  According to the expert writers for the Graphic Design USA magazine, “Color is among the most powerful tools for communicating a message and selling an idea or product, and understanding broader color trends, however complex and uncertain, is vital to success.”

At The Souza Agency, we agree wholeheartedly with this statement, which is why we pay such close attention to these trends and consciously incorporate them into our marketing and branding services.  It’s time for us to say, “goodbye,” to the natural, calming colors of last year and welcome these extraordinary neons, and vivid citrus brights into our closets and our creations.

Thank you to our friends at the Pantone Color Institute® and Graphic Design USA magazine for images and supplied information!

What is the purpose of a national treasure? Should it be kept a secret and never be seen and enjoyed, or should it’s beauty be marveled at and it’s natural resources effectively and considerately utilized? This is the current situation facing the Chesapeake Bay. Home and life-source to multitudes of plant and animal species including humans, America’s largest estuary has so much to offer, from exquisite scenery to historical museums and wildlife reserves; it really has something for everyone.

Myrtle Point Park

However, currently many accessible areas of the Bay are relatively unknown to the public, which is why the Chesapeake Bay Gateways Network has been established by the National Park Service to enable you to enjoy a variety of “gateways” that allow access to all of the different wonders that the Bay has to offer. See breathtaking scenery, and enjoy activities such as driving tours, cycling, walking, hiking, fishing, bird watching, sailing and kayaking. Learn about the historical adventures and stories born on the Bay by visiting lighthouses and museums. Learn about the people and wildlife that call the Bay home by visiting sites such as the Watermen of the Chesapeake Bay, national parks and buildings, an aquarium or a wildlife refuge. Discover the geology, geography and the forces of nature that the Bay is susceptible to. Most significantly learn about the current issues facing the Bay today and about what you can do to help. Become an explorer and a steward and allow yourself to be amazed by the abundance of gateways that will connect you to the authentic and beautiful areas of the Bay, and learn that with the right knowledge and care, the Chesapeake Bay can be seen, enjoyed and loved by all. To know it, is to love it; and then you can’t help but care.

Canoeing on the Raystown Branch Juniata River Water Trail

It is important that we remember two fundamentals when considering our Chesapeake Bay; education and care. The Bay is already paying a hefty price for humans’ misuse and exploitation, so it is crucial that we reverse these negative impacts and begin to care for the Bay in ALL aspects. This begins with education.

Since the arrival of Captain John Smith four centuries ago, the Chesapeake Bay has been sustaining human life by providing a constant source of food from the water; oysters, crabs and fish. Not to mention the millions of species of plants, birds, insects, and other animals that live in and/or rely upon the Bay, its many tributaries and surrounding areas that all contribute to a unique and thriving ecosystem.

Maryland Blue Crabs

Over the past few decades many of these species have been jeopardized due to various factors; from humans’ lack of education of the proper ways to dispose of waste; to over fishing and harvesting; to natural factors such as high temperatures, storms, and inconsistent water flows. However, pollution has become the main problem. The three main sources of waste that contribute to polluting the Bay are; pipes from waste water treatment plants; water runoff from the land (which picks up waste from the nearby farms, urban and suburban areas); and air pollution. An example of how years of this pressure has taken its toll on the water and the plants and animals that live in and around it, is that the pollution (essentially just extra nutrients) encourages extra algae growth which has negative impacts such as blocking sunlight and robbing the water of oxygen: of which both are essential to the survival of the plants and animals in the water. Since we all learned about food chains in biology it doesn’t take much to see the consequential domino effect on the wildlife that depends on the food from the water and so on.

Water pollution

Even with the serious issues facing the Chesapeake Bay; not all hope is lost. We are now at a critical stage where we are aware of these issues, the consequences of our actions, and the domino effect one small mistake or change can have on nature. It is crucial that we remember the fundamental factor in restoring and saving the Bay: education. If we educate ourselves and others on the issues that are putting the Bay at risk, then we can find ways to resolve them. Educate yourself and others by joining with the Chesapeake Bay Gateways Network and visiting the many and varied “gateways” to learn all about the Bay. Most gateways utilize volunteers who help with a huge variety of tasks to suit different interests and awareness levels, from cleaning up beaches and planting trees, researching about the wildlife in and around the water, to educating others about the Bay, its history and the many ways to protect and preserve it.

Volunteer sampling SAV Bay grasses in Poplar Harbor

So here are a few fun facts that have contributed to the Chesapeake Bay being a unique and phenomenal creation of nature for the past 15,000 years. Its tributaries and rivers extend over six states; New York, Pennsylvania, Maryland, West Virginia, Virginia and Delaware. The Bay is America’s largest estuary, which means that it is a mix of salt and fresh water, which results in a rich and complex natural environment with an immense diversity of plant and animal life. The waters of the Bay extend almost 200 miles with 12,000 miles of tidal shoreline. The area around the Bay covers 64,000 square miles and is home to 16 million people.

Chesapeake Bay Watershed

So just remember, everything that happens on the surrounding land affects the Bay and the species that depend on it for survival. It is time for us to give back to the Bay after decades of it providing for us for nothing in return. Let the National Park Service’s Chesapeake Bay Gateways Network help you to enjoy all that the Bay has to offer, and become a steward of the Bay today.

Future Scientists at the Smithsonian Environmental Research Center

To know it, is to love it; and then you can’t help but care.

With special thanks to  www.chesapeakebay.net, Chesapeake Bay Gateways Network and the US Nation Park Service for facts and images.