PREPARED BY: Communications
DATE: 2026-03-12
SUBJECT: Communications Annual Analysis for 2025
BACKGROUND/PURPOSE
The Windsor-Essex County Health Unit (WECHU) employs a variety of communication channels and methods to disseminate public health information to the community. To determine the changes and growth in communications issued between 2024 and 2025, a variety of metrics can be examined including media requests and mentions, email campaigns, webpage traffic, and social media data.
As this is the first comprehensive annual analysis undertaken by the Communications Department, it will serve as a benchmark for future reports. Establishing these baselines, while understanding the nuances of communication methods, will support the WECHU’s goal of continued growth and improvement in this realm.
Communication Metrics
| Item | 2024 | 2025 | Difference |
|---|---|---|---|
| Media requests | 120 | 151 | 31 |
| Media mentions | 1,070 | 1,820 | 750 |
| Emails sent – Media | 72 | 118 | 46 |
| Emails sent (total) – Media | 4,299 | 13,615 | 9,316 |
| Emails sent – General | 110 | 158 | 48 |
| Emails sent (total) – General | 291,219 | 623,761 | 332,542 |
| Emails sent – Overall total | 317,568 | 667,028 | 349,460 |
| Webpage – visits | 586,114 | 626,054 | 39,940 |
| Webpage – unique visits | 416,656 | 390,509 | -26,147 |
| Webpage – bounce rate | 70% | 70% | - |
| Facebook followers | 17,164 | 26,406 | 9,242 |
| Facebook posts issued | 811 | 881 | 70 |
| Highest total engagement | 2,270 | 3,015 | 745 |
| Instagram followers | 1,855 | 2,192 | 337 |
| Instagram posts issued | 402 | 381 | -21 |
| Total engagement | 1,328 | 1,277 | -51 |
DISCUSSION
Public health messaging is only effective if it reaches the target audience. As such, the Communications Department leverages different communication methods to disseminate messages including:
- Media requests
- Email campaigns
- WECHU’s website
- Social media platforms
A detailed analysis of each communication channel and next steps for the WECHU can be found in the corresponding Auxiliary Report: Communications Annual Analysis.
To examine the breadth and success of the WECHU’s communication efforts, activity in 2024 and 2025 was analyzed. Overall, the WECHU demonstrated significant growth across all communication channels. There was an increase in both the number of communication items issued as well as media requests received which resulted in greater exposure for the organization in earned media (i.e., media mentions). In fact, relative to 2024, the WECHU fielded 31 more requests, and had 750 more mentions through news outlets in 2025.
When looking at social media, the WECHU saw notable growth on Facebook, which is the optimal platform to support public health messaging. This growth can be attributed to the Communications Department’s focus on consistent posting, as well as integrating new trends such as the use of Reels which are short videos on select public health topics or developments. Paid advertising on social media also contributed to the growth and proved to be an effective vehicle for departmental messages and as a tool to foster a larger audience.
The WECHU’s website is the hub of public health information for the region. In 2025, the WECHU saw a 7% increase in website traffic when looking at visits. The Communications Department maximizes exposure to wechu.org by ensuring that social posts, news releases and other email campaigns, all feature the call to action of visiting the website for additional information. This cross-promotion of WECHU communication methods supports the goal of expanding the reach of our messages and enables more members of the community to find and access the information where they prefer.
Communication is not only a cornerstone to public health but is also a vital component to the WECHU’s new Strategic Plan. With a focus on being transparent, working collaboratively, and using innovative strategies, the WECHU will position itself as a credible, trustworthy source of information for Windsor-Essex County residents. By acting on the Strategic Priorities and being guided by the WECHU’s Values, communication efforts work seamlessly toward the vision of “a healthy community where everyone can thrive”.
NEXT STEPS
To continue the momentum built over the last couple of years, the Communications Department plans to do more regular, proactive outreach by way of news releases and columns, and continue to expand our reach on social media. In 2026, the Communications Department will work closely with other departments by way of attending Interdepartmental Working Group meetings and reviewing annual Workplans to determine opportunities for proactive communication. This collaboration will allow Communications to suggest novel and timely content to disseminate to the community based on season, active programs and services, or other health-supporting messaging. The focus on positive, proactive information sharing will position the WECHU as a credible source of information for the community.