The Opportunity

Rubicon Productions and Emmy Award-winning Director Drew Perkins partnered with Agency 102 to promote Liberty of Conscience: The Founding of Maryland, a historical documentary exploring the founding of Maryland in 1634. The film blends expert interviews, dramatic reenactments, and the stories of both the Calvert family and marginalized communities, including enslaved people and Indigenous nations, whose stories are too often overlooked in our history.

The campaign’s goals were clear: sell tickets to the October premiere at Baltimore’s Senator Theatre, while raising broader awareness ahead of the November PBS/MPT broadcast. Beyond the premiere, we also set out to engage cultural partners to amplify visibility, while laying the foundation for Maryland’s 400th anniversary content. 

The Solution

To meet these goals, we developed an integrated social media strategy that combined content creation, partner collaboration, and targeted promotion.

• Account Launch & Strategy:
  – Established a digital home for the film by creating new Facebook and Instagram channels.
  – Developed branded content, messaging guidelines, and a campaign strategy tailored to educators, history buffs, and Maryland audiences.
• Content Creation:
  – Produced a steady cadence of 12 posts per month (plus monthly stories), including trailers and promotions, historical context, “hidden history” spotlights, and partner collaboration content.
  – Developed custom branded templates based on the look and feel of the film. 
  – Used clear copy and messaging that celebrated religious freedom and the success of Maryland’s founding while also addressing the underrepresented groups and communities affected by the colony’s beginnings.
• Community & Partner Engagement:
  – Partnered with Maryland historical partners (Nanticoke Indian Tribe and Pocomoke Indian Nation), carefully balancing sensitive positioning and perspectives. Our team worked closely with tribal leaders to secure approvals, highlight their missions authentically, and ensure their voices were represented with respect and accuracy.
  – Managed weekly community engagement, answering questions about both the Senator Theatre Premiere and the MPT broadcast.

The Outcome

Sold Out Premiere

The U.S. premiere at The Senator Theatre sold out 680 tickets in less than 30 days.

Established Audience

The Liberty of Conscience social channels gained 178 followers with a 121.76% Average Engagement Rate.

Proven Reach

Content on Facebook received over 24,000 views in less than a month (Sept 18-Oct 15), with over 180 shares across platforms.

We built a strong and highly engaged following in just a few months, creating a foundation for future educational content. Top performing content included:

Conclusion

Our team developed a strategy that connected a powerful but unknown story to the audiences who needed to hear it—Marylanders. By combining thoughtful content creation, community engagement, strategic messaging, (and being proud Marylanders ourselves), we transformed social into a tool for education, awareness, and true interest. The result was strong momentum that will carry the film forward into its PBS/MPT broadcast and beyond.

At Agency 102, we specialize in helping mission-driven brands translate big goals into measurable impact. Whether it’s a historical documentary, a volunteer fire department, or a growing healthcare brand, our team knows how to create strategies that resonate and deliver results. Contact us to see how we can help tell your story.

Want to keep up with the next chapter of Liberty of Conscience? Follow the film on Facebook and Instagram to join the conversation and stay connected as it reaches new audiences.