Enter the access code Lisa or Nate shared with you to view everything.
Everything we built together — organized, numbered, and ready to use.
Hey Cynthia,
I'm really proud of what we put together here. This page is yours — it has everything from our engagement organized in one place. Think of it like a filing cabinet you can come back to whenever you need something.
I know it looks like a lot, so here's what I'd do first: don't try to open everything today. Just scroll through to see what's here, and then start with whatever feels most useful right now.
If you're itching to get a report out to an agency — grab the V7 Crime Summary Tool below (it's the one highlighted). Open it in Chrome, upload your data, and you'll have something beautiful to show in minutes. That's the thing I'm most excited for you to play with.
If you're thinking about marketing — the Creative Brief is your starting point. It has your buyers, your messaging, your channels, all of it. And the Brand Guide makes sure everything looks like Insight Analytics no matter who's creating it.
Every file has a little number on it (like IA-STR-001) — so if you ever hand these to a freelancer or a new marketing partner, you can just say "start with document 001" and they'll know exactly what you mean.
I'd love to find 30 minutes next week to walk through this together on a call. No agenda — just making sure you feel good about everything and can answer any questions.
It's been a genuine pleasure getting to know you and your business, Cynthia. You've got something really special here.
These are the big-picture documents — who your buyers are, how to reach them, what to charge, and what your brand looks like. If you ever bring on a freelancer or marketing partner, hand them these files and they'll be up to speed immediately.
Your complete marketing plan — who to target, where to find them, what to say, and sample ads and emails you can use right away.
The business case for your subscription model — market size, your ideal 300-department sweet spot, pricing breakdown, and what it costs to acquire a customer vs. what they're worth.
Your colors, fonts, and visual rules — everything that makes Insight Analytics look like Insight Analytics. Includes Canva color codes so you or a contractor can match the brand in minutes.
Insight Analytics ID is a B2G crime intelligence platform — delivering analyst-reviewed weekly summaries, interactive NIBRS dashboards, on-demand comparisons, and annual reports at a fraction of the cost of a full-time analyst.
Brand personality: authority without arrogance. Expert without jargon. Peer-level trust with data-level precision.
Command Navy is dominant — headers, nav, body text. Badge Gold is an accent only (CTAs, dividers, highlights) — never a background for large areas. Never place gold text on white.
| Role | Font | Usage |
|---|---|---|
| Display / H1 | Bebas Neue | Hero headlines, section titles |
| Body Copy | DM Sans | Paragraphs, descriptions |
| Data / Mono | DM Mono | Tags, statistics, hex codes, pricing |
The overview that maps what's included in your toolkit, what each piece does, and how to use them together. Your table of contents.
A polished slide deck you can present to a potential partner, at a conference, or anywhere you need to explain the business model quickly.
The service agreement between us. Keep for your records — it covers what we agreed to, the fee structure, and ownership of everything we built. You own it all.
A short, polished slide deck you can present at IACP, state chiefs' conferences, or any event. Explains the problem, your solution, pricing, and the free pilot — all in Insight Analytics branding. Ready to present as-is.
Your 9-section, step-by-step guide to marketing Insight Analytics on your own. Covers website updates, LinkedIn outreach, email sequences, social media, SEO, product demos, hiring contractors, a 90-day action plan, and a full tools reference. Everything is numbered — just start at Section 01 and work through it.
Update your homepage headline to: "You can't afford a full-time crime analyst. We're the next best thing." Build a Free Analysis landing page with the value comparison table ($18K/yr vs. $74K+ FTE). Add a Services page listing your four core products with pricing. Set SEO title/description and connect Google Search Console.
Optimize your profile headline: "Crime Analyst | 30+ Years Helping Law Enforcement Agencies Turn Data Into Accountability." Create an Insight Analytics company page. Send 5–10 personalized connection requests/week to chiefs, targeting Spillman Flex agencies first. Post weekly — stat graphics, redacted samples, chief stories.
Use Mailchimp (free, 500 contacts) or Brevo (free, 300/day). Build your Tier 1 prospect list from Spillman Flex agencies (~300 departments). Send your Creative Brief's cold outreach template, wait 5–7 days, follow up with a sample report, then one check-in. Three emails total, then move on.
Create a Facebook Business Page. Build reusable graphics in Canva using your brand colors (Navy #0A1628, Gold #C8A04A). Schedule posts with Buffer (free, 3 channels) or Meta Business Suite.
Priority content: Services page, Free Analysis landing page, and two blog posts — "What Outsourced Crime Analysis Actually Looks Like" and "How Much Does a Crime Analyst Cost?"
Record a 2–3 minute Loom walkthrough of a real weekly report or dashboard. Embed it on your Services and Free Analysis pages. Build a simple "How It Works" graphic in Canva: Free Data Review → Custom Dashboard Built → Weekly Reports Delivered.
| Task | Budget |
|---|---|
| Wix homepage redesign | $150–$500 |
| Social graphics pack | $50–$150 |
| SEO site audit | $100–$300 |
| Week | Action |
|---|---|
| 1–2 | Update Wix homepage, CTA, SEO. Build Free Analysis page. |
| 3 | Optimize LinkedIn, send first 10 connection requests. |
| 4 | Set up Facebook Business Page, 5 branded graphics. |
| 5–6 | Build prospect list, set up email tool, send first batch. |
| 7–8 | Record product demo, embed on site, post to LinkedIn. |
| 9–10 | Write first blog post, connect Search Console. |
| 11–12 | Send follow-up sequence, post weekly, review results. |
| Tool | Cost | Use For |
|---|---|---|
| Canva | Free | Graphics, social posts |
| Mailchimp / Brevo | Free | Email marketing |
| Google Search Console | Free | SEO monitoring |
| Loom | Free (25 vids) | Product demos |
| Fiverr / Upwork | Per gig | Affordable freelancers |
This is the thing I think you're going to love most. The Crime Summary Tool takes the weekly Excel data your agencies already export and turns it into a polished, printable report — maps, tables, everything branded and ready to hand to a chief or put in front of a city council.
It's just one HTML file. No software to install, no accounts to create, no subscriptions. Open it in Chrome, upload the data, and you've got a report that looks like it came from a full-time analyst.
We went through 8 versions together, each one getting better based on your feedback and real Azusa PD data. Version 7 is the one I'd recommend going forward — it's got the best maps, adapts its layout based on how much data is in each category, and even has a little QA button that checks everything before you print.
Best maps, dynamic layout, built-in QA checker, no API keys or costs. This is the one to use for all agencies going forward.
Cleaner, more minimal map style. Good for print-heavy use. Built for side-by-side comparison with V7.
The full version history — from the initial prototype through each refinement. Here if you're curious or want to reference a specific feature from a past version.
Azusa PD weekly data and your business reference file. Use the weekly data as a template for the format the tool expects.
Copy-paste recipes for making changes to your Crime Summary Tool using AI (Claude or ChatGPT). Click to expand, hit Copy, paste into the AI, and attach your HTML file. Swap the [BRACKETS] with your info. No coding needed.
Great call today — here's where things stand and what's coming next.
We're starting with your website. You'll set up a Figma project for the rebrand and send over your current logo and brand markdown file so I have the raw materials to work from.
Everything above — the strategy docs, the Crime Summary Tool, the current Brand Guide — is yours to use and download today. Once we land on a new brand kit you love, we'll rebuild this whole page again with the new look, so treat this version as the current snapshot rather than the final one.
For the Figma rebrand work, you'll leave me a review on Upwork ($100) — simple and done. For the full website relaunch once the new branding is locked in, we'll figure out fair pricing together at that point.