designing winning proposals - california-apmp...
TRANSCRIPT
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
© 2012 24 Hour Company. All rights reserved. 2
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)
© 2012 24 Hour Company. All rights reserved. 4
© 2012 Billion Dollar Graphics. All rights reserved. 5
© 2012 Billion Dollar Graphics. All rights reserved. 6
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
© 2012 24 Hour Company. All rights reserved. 15
Persuasion: Color (2)
© 2012 Billion Dollar Graphics. All rights reserved. 16
Persuasion: Shapes and Lines
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Persuasion: Shapes and Lines (2a)
© 2012 Billion Dollar Graphics. All rights reserved. 18
Persuasion: Shapes and Lines (2b)
© 2012 Billion Dollar Graphics. All rights reserved. 19
Persuasion: Shapes and Lines (2c)
© 2012 Billion Dollar Graphics. All rights reserved. 20
Persuasion: More Stuff
© 2012 24 Hour Company. All rights reserved. 21
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
© 2012 Billion Dollar Graphics. All rights reserved. 22
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
© 2012 24 Hour Company. All rights reserved. 28
Concepting
CONCEPTING DESIGN DESKTOP PUBLISHING
TRAINING INTERACTIVE MARKETING
Concepting
P A Q S
Sketch
Validate
Make
© 2012 Billion Dollar Graphics. All rights reserved. 30
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?
© 2012 Billion Dollar Graphics. All rights reserved. 31
Graphics Cheat Sheet
Handout!!
32
© 2012 24 Hour Company and Billion Dollar Graphics. All rights reserved. 33
© 2012 24 Hour Company and Billion Dollar Graphics. All rights reserved. 34
Get Buy In
CONCEPTING DESIGN DESKTOP PUBLISHING
TRAINING INTERACTIVE MARKETING
Get Buy In
Facts and examples Facts and examples
© 2012 24 Hour Company and Billion Dollar Graphics. All rights reserved. 36
© 2012 Billion Dollar Graphics. All rights reserved. 37
“Lower your cost, increase speed, and get greater uptime with our three-step architecture improvement approach.”
© 2012 Billion Dollar Graphics. All rights reserved. 38
“Lower your cost, increase speed, and get greater uptime with our three-step architecture improvement approach.”
© 2012 Billion Dollar Graphics. All rights reserved. 39
“Lower your cost, increase speed, and get greater uptime with our three-step architecture improvement approach.”
How much?
© 2012 Billion Dollar Graphics. All rights reserved. 40
“Lower your cost, increase speed, and get greater uptime with our three-step architecture improvement approach.”
What are the three steps?
© 2012 Billion Dollar Graphics. All rights reserved. 41
“Lower your cost, increase speed, and get greater uptime with our three-step architecture improvement approach.”
What do you do in each step?
© 2012 Billion Dollar Graphics. All rights reserved. 42
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 • [email protected] 46