designing winning proposals - california-apmp...

Designing WINNING Proposals

Presented by:

Mike Parkinson, PPF.APMPPrincipal at 24 Hour Company

Players Choice

Get to the Point with Executive

Summaries

The Art of Persuasion

The “Ss” in Team(Staffing and Scheduling)

Get Graphics"FAST!

Managing Maniacs (How to Work with

Designers)

Picture This! (Concepting)

Get Buy In…Graphics Matter

Low Cost"Websites for Graphic Stuff

Adobe "Tips and Tricks

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Executive Summaries

CONCEPTING DESIGN DESKTOP PUBLISHING

TRAINING INTERACTIVE MARKETING

Executive Summaries

Know what you want to say (one sentence) Tell a story Step up your game Point out benefits and discriminators Start and end with the customer 3 types of graphics (ConOps)

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© 2012 Billion Dollar Graphics. All rights reserved. 5

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Persuasion

CONCEPTING DESIGN DESKTOP PUBLISHING

TRAINING INTERACTIVE MARKETING

Content

•  Maslow’s Hierarchy of Needs

•  Fear and Greed •  Familiarity •  Positive Images •  Negative Images

Aesthetic

•  Aesthetically Appealing •  Color •  Shapes and Lines •  Visual Noise •  Balance and Symmetry •  Font •  Consistency

Persuasion

Persuasion: Maslow

1.  Safety and Survival 2.  Security 3.  Love and Belonging 4.  Esteem 5.  Self-actualization 6.  Truth 7.  Beauty

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Persuasion: Positive Images

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Persuasion: Aesthetically Appealing

� � � e� � � � � � � � � �� � �� � � �� � � � �� � �� � � � q� � � � � � � � � �� � � �� � � � � � � � �

� � � e� � � � � � � � �� � � � � � � � � � �

� � � � � � �  u � � � � � � r d�� � e� � O�

� � � e� � � � � � � � �� � � � � � � � � � �

� � � � � e� � � � � � �� e� e� � � �� � � �

� � � � � �

� � � � � � � � � � � � � �� � t �

�� � � � � � �� � � � � �� � �� � � � � � � �

� � � � � � �

© 2012 Billion Dollar Graphics. All rights reserved. 12

Persuasion: Visual Noise

"When we understand that slide, we’ll have won the war.” —Gen. Stanley A. McChrystal

13

Persuasion: Visual Noise

"When we understand that slide, we’ll have won the war.” —Gen. Stanley A. McChrystal

Persuasion: Color

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Persuasion: Color (2)

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Persuasion: Shapes and Lines

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Persuasion: Shapes and Lines (2a)

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Persuasion: Shapes and Lines (2b)

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Persuasion: Shapes and Lines (2c)

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Persuasion: More Stuff

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Checklist!Handout!!

Content Primary objective communicated? Audience focused –benefit driven? Questions answered?

Title effective? Content clear and compelling? Error free?

Aesthetics Colors have a purpose? Design consistent with audience / subject matter? Look and feel professional?

Elicits right emotions?

Legible?

Uses grid?

Winning Graphic Checklist

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Staffing and Scheduling

CONCEPTING DESIGN DESKTOP PUBLISHING

TRAINING INTERACTIVE MARKETING

Staffing and Scheduling

Rendering = 4 hours per graphic (includes edits) Desktop Publishing = 8 pages per hour Covers = 10-40 hours Concepting = 6-12 hours

© 2012 24 Hour Company. All rights reserved. 24

Graphics Fast

CONCEPTING DESIGN DESKTOP PUBLISHING

TRAINING INTERACTIVE MARKETING

Graphics Fast

Buy It Buy It

Do It Do ItDo It

Hire It Hire ItHire It

Build It

Get

MyG

raph

ic.c

om

GA

L R

epeatable P

rocess

Des

ign

Firm

or

Con

sulta

nt

© 2012 Billion Dollar Graphics. All rights reserved. 26

How to Work with (Crazy) Designers

CONCEPTING DESIGN DESKTOP PUBLISHING

TRAINING INTERACTIVE MARKETING

How to Work with (Crazy) Designers

Autonomy Mastery Purpose Process, Process, Process Accountability Value their contribution

How to Work with (Crazy) Designers

AutonomyMasteryPurposeProcess, Process, ProcessAccountabilityValue their contribution

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Concepting

CONCEPTING DESIGN DESKTOP PUBLISHING

TRAINING INTERACTIVE MARKETING

Concepting

P A Q S

Sketch

Validate

Make

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P.A.Q.S. Primary Objective:"Quickly staff qualified personnel

Audience: "Hendleburg Company Questions:

How quickly can you staff? Where do you recruit your staff? Is your staff cleared? How do you qualify your staff? Do you train your staff?

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Graphics Cheat Sheet

Handout!!

32

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Get Buy In

CONCEPTING DESIGN DESKTOP PUBLISHING

TRAINING INTERACTIVE MARKETING

Get Buy In

Facts and examples Facts and examples

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“Lower your cost, increase speed, and get greater uptime with our three-step architecture improvement approach.”

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“Lower your cost, increase speed, and get greater uptime with our three-step architecture improvement approach.”

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“Lower your cost, increase speed, and get greater uptime with our three-step architecture improvement approach.”

How much?

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“Lower your cost, increase speed, and get greater uptime with our three-step architecture improvement approach.”

What are the three steps?

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“Lower your cost, increase speed, and get greater uptime with our three-step architecture improvement approach.”

What do you do in each step?

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Low Cost Websites to Get Graphic Stuff

CONCEPTING DESIGN DESKTOP PUBLISHING

TRAINING INTERACTIVE MARKETING

Top 12!Handout!!

Graphic Resources 1.  GetMyGraphic.com 2.  iStockPhoto.com 3.  BrandsOfTheWorld.com

© 2012 Billion Dollar Graphics. All rights reserved. 44

Adobe"Tips and Tricks

CONCEPTING DESIGN DESKTOP PUBLISHING

TRAINING INTERACTIVE MARKETING

Questions ?www.24hrco.com

(703) 533-7209 • mike@24hrco.com 46