Public Relations
The Challenge
Nareit Hawaii faced a significant public relations challenge: a widespread public misunderstanding of what Real Estate Investment Trusts (REITs) were, how they operate, and the positive impact they have on Hawai‘i's economic strength and quality of life. As a complex business sector that is subject to strict federal guidelines, REITs are not easily explained or understood, which can lead to misinformation being circulated and a correlating lack of support from segments of the public.
Our challenge was to bridge this knowledge gap and demonstrate the value of REITs to an array of influential Hawai‘i audiences — including lawmakers, business leaders, media and other stakeholders — in a clear, concise and easy-to-understand format.
Our solution needed to help these audiences realize that REITs are beneficial to the state’s economic foundation, while also being committed to supporting affordable housing projects, and the charitable work done by local nonprofits to help those in need.
The Solution
Anthology developed and designed an informational pocket-sized brochure that succinctly and accurately explained how REITs operate and, more importantly, their impact in developing a variety of projects that support Hawai‘i’s overall quality of life, including affordable rental housing, medical office buildings, shopping centers, and hotels.
The three-panel brochure was designed to share complicated business information unique to REITs in an easily digestible presentation. The brochure’s outer panels explained the background and operations of REITs, while the inside panels provided examples about the economic and charitable impacts that REITS have made in Hawai‘i. The brochure’s highlight was a statewide map showcasing the numerous nonprofit organizations supported by Nareit Hawaii and the Nareit Foundation through donations made by REITs operating in Hawai‘i.
The brochure was produced with a modest budget and distributed at key, strategic venues, including Hawai‘i State Legislature meetings, business conferences and briefings with media. The response to the brochure has been highly favorable, effectively improving the public’s overall comprehension and appreciation of REITs in Hawai‘i for their positive impact on the state’s economy and support of community nonprofits.