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Outreach team reports strong digital reach in 2024 and outlines early 2025 events
Summary
Connecticut Paid Leave staff reported web, social and earned‑media metrics for 2024, citing almost 2.4 million sessions, major media placements and a slate of early‑2025 appearances and events.
Staff presented the authority’s quarterly outreach and engagement summary on Jan. 9, detailing 2024 accomplishments and planned early‑2025 activities.
Jessica (digital outreach lead) summarized 2024 metrics: 72 in‑person events and appearances, 30 press releases or media advisories, 24 paid‑leave podcast episodes, 12 paid‑leave spotlight videos, and the launch of a “5 Minutes of Impact” segment series with eight episodes to date. Staff reported approximately 2,400,000 website sessions in 2024 (up 12% year over year), 873,000 users (down ~2%), and nearly 11,000,000 page views (up 28%). The most viewed pages included the “How to apply” subpage of the claim section, a “How Connecticut Paid Leave works” and FMLA explainer, and an employer guidance page.
Digital advertising produced over 4,000,000 impressions with an 8.54% click‑through rate (display/OTT/CTV and streaming audio/video pre‑roll). Social impressions totaled more than 7,000,000 on Facebook and Instagram, and TikTok produced about 4,500,000 impressions with engagement rates commonly above the 1% benchmark. YouTube views were up 34% year over year at about 930,000 views and staff published 95 videos organized into playlists (paid‑leave podcast, spotlights, testimonials).
Traditional media placements included English and Spanish language stations and networks (radio outlets statewide; WFSB, WTNH, Fox 61; Telemundo, Univision, Unimás). Outdoor advertising board impressions exceeded 2,000,000. Staff reported 63 meetings with potential partners in 2024 and 24 news stories resulting from outreach efforts.
Upcoming appearances and events highlighted by staff for early 2025 included an SBA Resource Fair in Torrington, participation in a farm managers summit (with state partners including DOL, Access Health and MyCT Savings), an appearance on WFSB's Great Day program in February to announce $1 billion in benefits paid, a CBIA human resources conference appearance on Feb. 25, additional local media appearances, and participation in a youth‑focused conference in March.
Board members praised the report and asked no substantive follow‑up questions during the presentation. Staff said they will continue to use these channels and partnerships to broaden outreach in 2025.
