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Panelists urge targeted campaigns, landing pages and ticket metrics to measure outreach effect
Summary
Stakeholders recommended pairing targeted campaigns with landing pages and tracking ticket submissions as a proxy for outreach success; a Univision pilot increased Spanish-language engagement, participants said.
Participants said measurement should align to the campaign objective and suggested several practical metrics: ticket volume to the regional notification center, landing-page visits tied to specific calls to action, and post-event or survey feedback. One participant reported a targeted Univision campaign produced a measurable increase in Spanish-language calls: "There was 1 campaign that we were able to have direct correlation from. We did some commercials with Univision ... since we had a direct increase in Spanish calls."
Panelists noted limitations: geographic coverage makes 1:1 attribution difficult, and ticket data must be segmented by work type to show which audiences respond. They recommended using targeted landing pages and QR codes to create clearer tracking funnels and partnering with groups (CalOSHA, farm bureaus) that already reach targeted audiences.
