Case Study: Maine Department of Labor drives statewide PFML awareness with VONT

Maine Department of Labor reaches 133,431 website visits with VONT

The Maine Department of Labor faced the urgent challenge of building statewide awareness for the newly passed Paid Family & Medical Leave Act (PFML). They needed to quickly educate over 600,000 workers and 50,000 diverse employers on their new rights and responsibilities before payroll taxes began, all within a complex and crowded media landscape. They partnered with VONT to develop a strategic campaign.

VONT implemented a research-driven, multi-channel campaign with the core message "It’s not just the law, it’s who we are." The solution included a user-first website, live webinars, and targeted advertising. This approach resulted in 133,431 website visits, 40,000 guide downloads, and 6,540 webinar attendees, successfully laying the foundation for the policy rollout and reaching hundreds of thousands of Mainers.

Maine Department of Labor