1. Housing Impacts: 2016 Promotional Suite
Data-Driven Communications That Show Results and Gain Support

2. Why Use Data Visualization?
Data visualization makes your story more credible and builds trust
Transmits content meaning more effectively
Cuts through the clutter and has a more powerful impact
Increases comprehension and retention
Engages readers for more significant interaction
Average American bombarded with 34 gigabytes of information a day

3. Begin With Your End in Mind
Identify what your audience cares about
You should already know who your audience is
Pick two to three things: economy, communities, families
Use credible data methods: RIMS II Model, Bureau of Economic Analysis
Make sure data is consistent in all communications
Analyze if data supports your story
Don’t fudge numbers for predetermined narrative; if numbers don’t work, your narrative is wrong.
Data should show a measurable return on investment.

4. Bring Your Data to Life Think of your data analysis as a story
Create content derived from data findings
Start with the big picture to begin strong
Find a compelling narrative: Again, what does your audience care about?
Show context: don’t want audience to jump to conclusions
Highlight hidden information: Make story more powerful
Storytelling helps audience gain insight from data.

5. Find Ways for Your Audience to Connect
Go beyond the numbers.
Be visual: infographics, photos, colors should all tell the story
Be authentic: Your communications should show who you are
Show the human element: Tie data to real people
Build a community around your data: Social media continues the story
An engaged audience is more likely to be supportive.

6. Housing Impacts: 2016 Report on Achievements

7. What Did Our Audience Want to See?
Measurable return on investment
Leveraging of state dollars with private and other public funds
Impact on the economy, communities, North Carolinians
“Dollars and sense”

8. How Did We Deliver?

9. How our data came to life
Our data analysis revealed that this was our biggest year ever
Production numbers told that story: $1.8 billion
Context: Specifics on how production led to jobs
Hidden insights: How investment flexibility led to cost-saving innovations
Infographics, photos and text examples
Provided faces to go with numbers
Showed real world examples of how investments translated into economic gains
Used color palette that conveyed action and energy

10. Housing Trust Fund: 30 Years of Results!

11. Using Data as a Call to Action
Highlighted cumulative numbers.
Tied numbers to results for types of housing financed.
Reiterated economic impact: jobs, taxes, real estate value.
Connected data to potential future results as a subtle call to action:
What we could get with $15 million, $20 million, $25 million

12. Program Impact Reports

13. Making Connections With Data
Data used to show immediate impacts.
Connects results with specific programs.
Shows all-time results for specific types of housing.
Ties investments to long-term outcomes using topical research.

14. Benefits of Housing

15. Repackaging Data Complement your data with credible research.
Natural progression from investments to immediate impacts to long-term outcomes to state and national research results.
Does not need to be your own research: Cite sources.
Consider blogs and social postings to continue and enhance your messaging.

16. Make your data social
Share infographics and quick bits of data throughout year to stay top of mind with your audience.
Tie news and policy updates back to your statistics.
Repeat your data-driven messages throughout the year. Repetition is good.
Policy Matters blog: As studies, research, news released, report and tie back to our own resources

17. Benefits of Data-Driven Messaging
Strengthened relationships with elected officials
Enhanced recognition of Agency’s accomplishments:
“The design allow us to quickly see the profound impact that Agency programs have on our communities and constituents. It illustrates a significant return on investment.” House Majority Leader John Bell
Maintained/increased appropriations while other programs cut.
Strengthened our brand: Partnerships across business groups have helped everyone better understand and share Agency’s message.

18. Any Questions?
Connie Helmlinger, APR Manager, Public Relations and Marketing NC Housing Finance Agency