Everyone loves a good story and businesses are no different. This webinar covers the powerful science behind storytelling and persuading with data. Includes great success stories of economic development organizations. More information at www.eimpact.report

1. DATA STORIESTO AT T R AC T B U S I N E S S E S

2. Erik Larson, VP Customer Success
Presenter

3. Agenda
• Data stories — how do we get our message to stick?
• Telling your story — the steps to an impactful narrative
• New requirements — what people expect today
• Communication channels — how to get the story out
• Real-world example — live demo
• Q&A

4. SHIFT

5. 63%CAN RECALL FACTS BASED ON STORIES
5%CAN RECALL BASED ON STATISTICS
Source: Chip Heath, Stanford University

6. How do we get our message to stick?

7. People hear statistics…
But they feel stories

8. 1.Memorability — almost 2/3 of information presented in a narrative story
can be retained by an average audience
2.Persuasiveness — research indicates that story-based vs. infographic-
based campaigns are nearly twice as effective in outcomes achieved
3.Engagement — people immersed in a good story are shown to be less
skeptical and more receptive
3 impacts of telling a good story

9. Telling your story

10. Step 1 - Identify Audience
• Be specific — what types of businesses are you trying to reach?
• Use personas — what are the qualities of the individual you are engaging?
• Consider the words — how does this audience type communicate?

11. Note: we left the data
step for last!
Step 2 - Create a Storyboard
• Building blocks — what are the key takeaways needed for the specific audience?
• Aligning to strategy — how does the story tie directly into your development plan?
• Choosing the data — what data points are needed to back it up?

12. Step 3 - Build!
REPORT
1. DATA COLLECTION
2. ANALYSIS
3. FORMATTING
CONCEPT

13. Step 3 - Build!
REPORT
CONCEPT

14. Example: From Sketch to Finished Product
(in under 2 weeks)

15. Speaking of data…
DATA CATEGORY DATA POINT
Jobs • JOBS, JOBS GROWTH, WAGES, OCCUPATIONS, JOB OPENINGS
• JOB GROWTH: Total change and % change
Workforce • DEMOGRAPHICS, UNEMPLOYMENT, SCHOOL ENROLLMENT
• UNEMPLOYMENT: Estimate of total unemployed persons by county, MSA, state,
Revenue/Taxes • INDUSTRY SALES, RETAIL SALES, SALES TAX, ESTABLISHMENTS
• RETAIL SALES: Retail total sales
Educational Attainment • EDUCATION ATTAINED BY OCCUPATION
Trade area • DRIVE-TIME REGION (e.g., 20-minute radius)
Transportation access • FLIGHT INFORMATION
Crime • CRIME INCIDENTS, CRIME BENCHMARK
Quality of life • PERCENT OF MILLENNIALS, DESCRIPTIVE
Traffic • TRAFFIC COUNT
Utilities • AVERAGE PER UNIT PRICE, RATE BENCHMARK
• RATE BENCHMARK: Comparison to state and national averages (percent
Housing supply • HOUSING PRICES, HOUSING BENCHMARKS, RENT vs. OWN
• HOUSING BENCHMARK: Comparison to national median
Commercial Real Estate • VACANCY RATE, LEASE RATE
*All CRE data provided by Arvada via CoStar or similar

16. Times have changed.

17. New Requirements
• Quick access — give me the content fast, mostly online
• Visual — I’m not going to slog through copy to find the takeaway
• Interactive — I want to drill into what I care about
• Current — if the numbers aren’t current, I don't believe ‘em
• Looks great on all devices! — % % %

18. Getting the story out

19. Attracting Businesses
• Online - post on website for inbound leads
• Social sharing - Tweet the link
• Newsletter - online and print versions
• Print - take to meetings, give as hand-outs

20. The fastest and easiest way to tell your story.
• Whole stories, backed by data
• Beautiful, interactive web presence
• Built-in sharing features
W
t
D

21. Portland’s HQ2 Bid
✓ Workforce
✓ Infrastructure
✓ Housing
✓ Quality of Life

22. Things change.

23. No problem!
eImpact Report lets
you make edits, as
things change.

24. Recap
1.To be memorable and persuasive — you need to tell a story.
2.Times have changed, requiring more real-time, cross device access.
3.To be most effective, get your story out across multiple channels.
* *

25. Q&A

26. Download our new eBook: click here

27. Thank you!
For more information visit
www.eimpact.report
or contact Erik at
erik@eimpact.report
(503) 773-9689