Deep Dive Breakout 3

Wednesday, August 1, 2018


Ok, data can be dull. But hidden among those statistics may be important stories waiting to be revealed. See how unengaging data can be reshaped into compelling and emotive infographics or videos. Learn how to do it yourself, or better advise your design and video resources.

Notes from session:

What to keep in mind when working with video.

  • Non-verbal communications are crucial, people more readily remember what they see and do than what they hear; visual stimulants are processed faster than text.
  • Make it easy for people to undestand the sory the date is telling by giving a visual representation.
  • Charts and tables are impactful when combined with visual pieces like icons and large numbers
  • Know your Audience: What are you doing in my district? Tell advocates what’s happening there.
  • Make sure that you’re telling the right people the right things with something visual and memorable, break it down by location.
  • Knowing your audience is easy, but knowing how to craft your message to the targeted audience is important.
  • Tailor the message you want for that specific audience, you can have more than 1 message for your visualizations, but make sure you pick the message and the media for the right people.
  • Generate social media to give visual messages and let it be spread with increased awareness by investing in visual mediums. It helps share something like a white paper with more people quickly when it’s easy to look at.
  • You don’t have to use a ton of money to get your visual data out there. This is a good opportunity to engage your association connections, grasstops, grassroots and any partners to share your message widely on an organic side.
  • The decision making went first to an infographic, but there weren’t enough pages in the world to explain. The videos were the next logical step. The data will explain how to make your fit, can this work in an infographic? Ask yourself before you get started.

What to keep in mind when creating infographics.

  • Create infographics for your external, and internal audiences. Recognize that you can use infographics in formats like brochures, leave behinds, and for federal and state audiences.
  • When creating content for a state level, give the state teams some room to customize and provide them with the ability to engage.
  • On the Hill, infographics make a big impact. They love the infographics because it cuts through the noise and they don’t have to sift through for the most important facts.
  • The information from infographics can then be easily used by internal teams for sharing quick facts.
  • How to transform a fact sheet into an infographic? It can help to add illustrations and accept that you need to sometimes keep it longer. When there’s a lot of data, put them into series and slideshows rather than infographics
  • Look to drive people to your website instead
  • Do you get requests for non-infographics from Hill Staff? Yes, provide both paper and electronic format so they can share the text easily in emails.
  • Remember that you need to plan how your infographic will be used so that you can plan it for each platform (in print, on mobile)

How to present data on a website.

  • Create a creative way to display your limited data in a way that appeals to a story-telling theme. Free resources like ARCGIS can help make your data interactive, use publicly available data, and also incorporate your own information, including videos. It’s not quite an infographic and a video, but it is a free tool for visualizing.
  • Willingness to share data with advocacy teams can be challenging but demonstrating how to show numbers through a story if that is what your brand relies on is helpful, just make sure to answer the questions about what you are trying to accomplish with it.
  • Be creative about how you address sharing information visually, use your brand assets when you have them, but also be willing to go outside the realm when you need to.


Video: Don’t get lost in the weeds with your data. Keep it high-level and pique interest and drive traffic where it needs to be (to the report, to the data, to the white paper) or use it to help figure out what needs to happen.

Website takeaway: Through the use of maps, you can show a lot of the harder concepts in a meaningful way.

Infographic takeaway: Even if it feels like a lot of information, take risks and put information out there because it is still better than the traditional resources available.