So, it looks like I didn’t understand how a custom taxonomy works.
http://joshrodg.com/hallmark/letters/tags/moore/ should be http://joshrodg.com/hallmark/tags/moore/ and http://joshrodg.com/hallmark/letters/tags/kenya/ should be http://joshrodg.com/hallmark/tags/kenya/.
My mistake was that I expected the tags to be linked off my custom post type url, and not my main domain. I found the answer here: Archive template for taxonomy terms
Thanks,
Josh
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