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

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

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.

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.

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.

Housing Impacts: 2016 Report on Achievements

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”

How Did We Deliver?

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

Housing Trust Fund: 30 Years of Results!

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

Program Impact Reports

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.

Benefits of Housing

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.

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

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.

Any Questions? Connie Helmlinger, APR Manager, Public Relations and Marketing NC Housing Finance Agency 919-877-5607 cshelmlinger@nchfa.com