designing winning proposals - california-apmp...
TRANSCRIPT
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Designing WINNING Proposals
Presented by:
Mike Parkinson, PPF.APMPPrincipal at 24 Hour Company
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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
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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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Persuasion
CONCEPTING DESIGN DESKTOP PUBLISHING
TRAINING INTERACTIVE MARKETING
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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
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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� � � � � � � � � �� � � �� � � � � � � � �
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Persuasion: Visual Noise
"When we understand that slide, we’ll have won the war.” —Gen. Stanley A. McChrystal
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Persuasion: Visual Noise
"When we understand that slide, we’ll have won the war.” —Gen. Stanley A. McChrystal
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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
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Staffing and Scheduling
Rendering = 4 hours per graphic (includes edits) Desktop Publishing = 8 pages per hour Covers = 10-40 hours Concepting = 6-12 hours
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Graphics Fast
CONCEPTING DESIGN DESKTOP PUBLISHING
TRAINING INTERACTIVE MARKETING
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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
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How to Work with (Crazy) Designers
CONCEPTING DESIGN DESKTOP PUBLISHING
TRAINING INTERACTIVE MARKETING
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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
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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!!
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Get Buy In
CONCEPTING DESIGN DESKTOP PUBLISHING
TRAINING INTERACTIVE MARKETING
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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
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Top 12!Handout!!
Graphic Resources 1. GetMyGraphic.com 2. iStockPhoto.com 3. BrandsOfTheWorld.com
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Adobe"Tips and Tricks
CONCEPTING DESIGN DESKTOP PUBLISHING
TRAINING INTERACTIVE MARKETING