When Maine Revenue Services launched the Maine Tax Portal in 2022, the goal was ambitious: modernize the state’s tax system and help more than 140,000 businesses and tax preparers transition to digital filing during peak tax season.
Broadreach Public Relations led a comprehensive communications effort that included more than 150+ integrated communications initiatives over a two-year period and delivered immediate and sustained impact.
Broadreach’s strategy – which included the execution of +150 initiatives, 31 media mentions, and engagement with +80 Centers of Influence – helped MRS reach its goals and beat its monthly filing targets by up to 50%. The campaign demonstrated how sustained, integrated public relations can drive behavioral changes and build trust during large‑scale transitions.
By developing a new brand identity, digital home, paid ads, direct outreach pieces, activating trusted Centers of Influence, securing widespread media coverage, and maintaining an active social media presence, Broadreach drove awareness, credibility, and adoption statewide.
Broadreach distributed communications toolkits to more than 80 Centers of Influence, secured 31+ published news stories across major Maine outlets, and amplified reach through consistent LinkedIn engagement. New portal users surged following launch. At the conclusion of the rollout, MRS beat its monthly filing targets by 30 to 50%.