Can a nonprofit generate meaningful media buzz when its primary attraction is closed? Following the designation of the Frances Perkins National Monument in December 2024, the Frances Perkins Center wanted to build momentum for its inaugural season — even while Perkins’ historic family home remained closed for archival work. 

Through a targeted media relations campaign, we helped reposition the site as a destination in its own right, highlighting its grounds, trails, Welcome Center and the remarkable legacy of Frances Perkins, the first woman to serve in a U.S. Cabinet and a driving force behind many of the worker protections Americans rely on today. 

Marshall Communications was pleased to be awarded a Maine Public Relations’ Council Silver Arrow for this work, and to continue its partnership with the Frances Perkins Center in 2026, achieving additional national coverage including The Hill, Yahoo, AOL and the Boston Globe. 

Objectives

• Increase media visibility: Secure at least 10 pieces of coverage including in-state, regional and national publications ahead of and during the inaugural season (June-September 28, 2025) to raise awareness of Frances Perkins and the national monument.  
• Increase on-site visitation: Boost visitation to the grounds, trails, and Welcome Center by 20-30% compared to the previous season. 
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Strategies/Tactics

• Pitching local and regional outlets: Spreading awareness in Maine and New England was key to igniting interest, with the national monument being a Maine-based destination. We pitched appropriate writers at local and regional news outlets that would appeal to key audiences, such as The Boston Herald, Down East Magazine, Maine Public, Mainebiz and the Portland Press Herald. 
• Pitching national travel media: With its stunning coastline and charming towns, MidCoast Maine is a compelling travel destination. Leveraging its tourism appeal, we positioned the Frances Perkins National Monument as a must-visit destination within the region. We also utilized events relevant to Frances Perkins to promote visitation to the monument, including Women’s History Month and Labor Day.  

Execution

From Q1-Q3 2025, we:  

• Developed a most-wanted media list targeting appropriate contacts at local, regional and national publications. 
• Sent press releases that promoted the Frances Perkins National Monument’s inaugural season and key offerings. 

• • Submitted pitches to writers at appropriate media on a variety of topics: 
  • Brand new national monument in Maine/inaugural season: Educated audience about the timing, place, offerings and why it was a compelling time to visit. 
  • Women’s History Month: Tied Frances Perkins’ impact to Women’s History Month and encouraged visitation to the new national monument. 
  • Frances Perkins’ connection to Maine: Sparked interest in local and regional audiences by showcasing her impact and the national monument in Maine. 
  • Cultural itineraries in the MidCoast Maine region, featuring Frances Perkins National Monument (combined with local attractions such as the Maine Botanical Gardens, arts and culture, and culinary experiences). We developed several unique cultural itineraries tailored to the publications and writers. 
  • Labor Day pitching: Connected Frances Perkins’ legacy of championing workers’ rights to the upcoming holiday and highlighted why the national monument was a must-visit. 

Results

Earned Media 

16 pieces of coverage including in-state, regional and national publications ahead of and during the inaugural season (June-September 28, 2025). Online coverage had an audience of 44.8 million, with over 300 social engagements. View coverage online here. 

Increase in On-Site Visitation  

More than 4,000 visitors to the self-guided exhibit and Welcome Center during the inaugural season (June-September 28, 2025), more than triple the number who visited the site in 2024.