The Connecticut Paid Family and Medical Leave Insurance Authority (CT Paid Leave) was created upon the passing of Connecticut’s Paid Family and Medical Leave Act. The CT Paid Leave team chose Miranda Creative as their partner to develop a brand and brand system as well as deploy outreach campaigns to reach all businesses in Connecticut — to both introduce the law to all employers and employees, and also communicate to the state’s more than 100,000 businesses the need to properly register with CT Paid Leave.  

With a goal of registering 100,000 businesses with CT Paid Leave, we developed an outreach plan that included engaging website content complete with video tutorials, downloadable documents, and more. To reinforce the content displayed on the website, we crafted and deployed weekly email communications; ad placements on Facebook, Instagram, and LinkedIn in both English and Spanish; organic content on social media; and strategic press communications that resulted in successful earned media. 

With the consumer in mind, our team worked with the client to develop a brand that was sophisticated enough for a state agency and created an award-winning brand system. After a successful launch, our team worked with CT Paid Leave to build their social media following and define their voice. From there, the MC team applied the visual elements to email templates, letterheads, posters, toolkits, mailers, and more. During this process, we worked mostly in the Adobe Suite and included a few elements in Canva to empower the CT Paid Leave marketing team to create on-demand designs within timely deadlines. 

The goal of achieving 100,000 business was achieved within 6 months of launching the brand. We saw a consistent engagement rate on our email communications with an average open rate above 20% with our highest being 47.7%. We reached over 1 million impressions for a modest spend and found that our Spanish-speaking population is more engaged on Facebook than on LinkedIn. Our keyword tracking, digital campaigns, and outreach efforts lead to strong brand awareness while our Mailchimp eblast delivered information right to inboxes every week with clickable download links.