Brand Identity Guide
01 — Brand Overview
Insight Analytics ID is a B2G crime intelligence platform founded by Cynthia Haebe in Boise, Idaho. The brand serves law enforcement agencies that can't afford a full-time crime analyst — delivering analyst-reviewed weekly summaries, interactive NIBRS dashboards, on-demand comparisons, and annual reports at a fraction of the cost of an FTE.
One-Line Brand Position
Brand Personality
Authority without arrogance. Expert without jargon. Peer-level trust with data-level precision. Cynthia Haebe's 30 years in crime analysis is the credibility engine — every creative decision should reflect that depth.
02 — Logo System
The logo system has three variants, each optimized for a specific use context. The shield mark references law enforcement authority; the bar mark provides a minimal option for small applications.
| Context | Version | Background | Notes |
|---|---|---|---|
| Website header | Shield + Full Wordmark | Command Navy #0A1628 | Primary use — full width preferred |
| Proposal / print docs | Hex + Wordmark | White or Parchment | Most legible on light backgrounds |
| Email signature | IA Bar Mark | White | Min width: 120px |
| Favicon / app icon | Shield mark only | Command Navy | 32x32 or 64x64px |
| Social media | Shield + Wordmark | Command Navy | 1:1 ratio — crop-safe center |
| Watermark (reports) | IA Mark — 15% opacity | Any | Bottom right of each report page |
03 — Color System
Built on law enforcement authority signals — Command Navy and Badge Gold are the two primary brand colors.
04 — Typography
| Role | Font | Size | Usage |
|---|---|---|---|
| Display / H1 | Bebas Neue | 40–52px | Hero headlines, section titles |
| H2 / Section | Bebas Neue | 26–36px | Sub-section headers, card titles |
| Body Copy | DM Sans | 14–15px | Paragraph text, descriptions |
| UI / Navigation | DM Sans | 12–13px | Nav links, buttons, labels |
| Data / Mono | DM Mono | 10–11px | Tags, statistics, hex codes, pricing |
YOU CAN'T AFFORD A FULL-TIME ANALYST. WE'RE THE NEXT BEST THING.
Analyst-reviewed weekly crime summaries, monthly NIBRS dashboards, and on-demand comparisons — at 1/10th the cost of an FTE.
SETUP: $5,000 · YEAR 1: $1,500/MO · RENEWAL: $1,000/MO · LIVE IN 30 DAYS
05 — Pricing Comparison
This table is a core brand asset — used on the website hero, proposal documents, ad creative, and sales decks. Do not alter analyst cost estimates without approval; they're anchored to BLS and agency research.
| Insight Analytics ID | Full-Time Analyst | |
|---|---|---|
| Setup / Onboarding | $5,000 (one-time) | $10,000–$20,000 (recruiting) |
| Year 1 Cost | $18,000/yr ($1,500/mo) | $74,000+/yr salary only |
| Renewal Cost | $12,000/yr ($1,000/mo) | $74,000+/yr + raises |
| Benefits | Included | +$20,000–$30,000/yr |
| Software / Tools | Included | +$5,000–$15,000/yr |
| Time to Live | 30 days | 90–180 days |
| Year 1 Total Est. | $23,000 | $109,000–$139,000 |
06 — Voice & Messaging
Insight Analytics ID speaks like Cynthia Haebe in the room with a chief: direct, credible, peer-level. Not a vendor pitch. Not law enforcement jargon. Not corporate softness.
- Lead with outcomes, not features
- Use real numbers ($74K FTE, 30 days live)
- Write like a peer — chief to chief
- Show the product — reports, dashboards
- Reference the council meeting moment
- Own the data: Cynthia as the expert
- Say "cutting-edge" or "innovative"
- Use vague claims ("meaningful results")
- Oversell — chiefs can smell it
- Make them imagine it without proof
- Use generic public safety stock imagery
- Hide the founder's 30 years of experience
Core Message Architecture
| Level | Message |
|---|---|
| Tagline | "You can't afford a full-time crime analyst. We're the next best thing, at 1/10th the cost." |
| Problem | ~12,000 of 18,000 US agencies have no dedicated crime analyst. A full-time analyst costs $74K+ before benefits and overhead. |
| Solution | Analyst-reviewed weekly summaries, monthly NIBRS dashboards, on-demand comparisons, annual reports — live in 30 days. |
| Proof | 30 years of crime analysis experience. Spillman Flex compatible. NIBRS compliant. Council-ready output. |
| CTA | "Get Your Free Analysis" — walk away with a presentation for your next council meeting, even if you never sign with us. |
07 — Priority Keywords
Google paid search & SEO priority terms:
outsourced crime analyst crime analysis services for police departments NIBRS reporting services on demand crime analysis police department data reporting08 — Website Architecture
insightanalytics.org is structured around a single conversion goal: Get Your Free Analysis. Every section builds trust or drives to that CTA.
| Section | Purpose & Content |
|---|---|
| Navigation | Logo left. Links: Services, How It Works, Pricing, About. CTA: Free Analysis (gold button). Sticky. Navy background. |
| Hero | Cost comparison framing headline. Two CTAs: Get Free Analysis (primary) + See a Sample (ghost). Pricing table in right column. |
| Ticker Bar | NIBRS Compliant · Spillman Flex Compatible · Council-Ready · Live in 30 Days · No Software to Learn |
| The Problem | 3-column stat cards: 12,000 agencies, $74K FTE cost, 30 days to live. |
| Services | Dark navy, 4-card grid: Weekly Summary, NIBRS Dashboard, On-Demand Analysis, Annual Report. |
| How It Works | 3-step process: Submit data → We build your dashboard → You own the room. |
| Social Proof | Anonymized agency outcomes. Chief quote if available. |
| CTA Band | Gold background. Dark navy button: Get Your Free Analysis. |
DIY Marketing Playbook
01 — Website Refresh on Wix
Your website needs to do three things: explain what you do in 10 seconds, establish credibility, and make it easy for a chief to request a free analysis.
Step 1 — Homepage Headline
Replace your headline with: "You can't afford a full-time crime analyst. We're the next best thing." Subheadline: "Analyst-reviewed weekly reports, NIBRS dashboards, and on-demand comparisons — ready in 30 days." Add a "Get Your Free Analysis" button.
Step 2 — Free Analysis Landing Page
New page listing what's included (software compatibility check, data preview, timeline, cost comparison), the $18K/yr vs. $74K+ FTE value table, and a form: Name, Title, Agency, Email, Phone, "How did you hear about us?"
Step 3 — Services Page
List your four core products with 2–3 sentences each: Weekly Summary (52/yr), Monthly NIBRS Dashboard (12/yr), 30/60-Day Interactive Comparison, Annual Report. Include pricing: $5,000 setup + $1,000/month.
Step 4 — SEO Basics
Set homepage SEO title: "Insight Analytics | Outsourced Crime Analysis for Law Enforcement." Meta description referencing weekly reports and free analysis. Add keywords naturally. Connect Google Search Console.
| Tool | Cost | What It Does |
|---|---|---|
| Wix (current plan) | Free–$17/mo | Website builder, hosting, forms, basic SEO |
| Google Search Console | Free | Monitor search rankings and indexing |
| Google Analytics 4 | Free | Track visitors, page views, form submissions |
| Ubersuggest | Free (3/day) | Keyword research and SEO audit |
02 — LinkedIn: Your Highest-Value Channel
Chiefs, captains, sheriffs, and city managers are all on LinkedIn. Reach them directly — no ad spend required.
Step 1 — Optimize Your Personal Profile
Headline: "Crime Analyst | 30+ Years Helping Law Enforcement Agencies Turn Data Into Accountability." Rewrite About using Creative Brief language. Add website link + Free Analysis CTA and a professional headshot.
Step 2 — Company Page
Create at linkedin.com/company/setup. Use brand colors (Navy #0A1628, Gold #C8A04A) for the banner (Canva has free templates). Write description from your Brand Snapshot.
Step 3 — Targeted Outreach to Chiefs
Send 5–10 personalized connection requests/week (under 300 characters). Follow up 2–3 days after acceptance with your Tier 1 cold outreach email (Creative Brief Concept 4). Target Spillman Flex agencies first.
Step 4 — Content That Gets Seen
Post once/week, Tue–Thu mornings. Ideas: a redacted sample report, the "12,000 of 18,000 agencies" stat, a chief's council-meeting story, a before/after. Always end with a soft CTA.
03 — Email Outreach
Your Creative Brief already has two ready-to-use templates (Concepts 4 and 9) — first-touch cold outreach and a sample-report follow-up.
Step 1 — Choose a Platform
Mailchimp Free (500 contacts), MailerLite Free (1,000 subs), or Brevo (300/day) for cold outreach.
Step 2 — Build Your Prospect List
Start with Motorola Flex/Spillman agencies (~300 departments, Tier 1). Track in a spreadsheet: Agency, Chief Name, Email, State, Officer Count, RMS System, Status. HubSpot CRM (free) can track conversations.
Step 3 — Send Your First Sequence
Email 1 (Concept 4) → wait 5–7 business days → Email 2 (Concept 9, with redacted sample report) → wait 2 weeks → short check-in with a new data point. Three emails total, then move on.
| Tool | Cost | What It Does |
|---|---|---|
| Mailchimp | Free (500) | Email campaigns, automation, templates |
| MailerLite | Free (1,000) | Email campaigns, landing pages |
| Brevo | Free (300/day) | Cold email + CRM |
| HubSpot CRM | Free | Contact & deal management |
04 — Social Media Setup
Step 1 — Facebook Business Page
Create at facebook.com/pages/create. Category: Business Service. Logo + branded cover (Canva). Fill in About using your Brand Snapshot. Post 1–2x/week.
Step 2 — Graphics with Canva
Use brand colors (Navy #0A1628, Gold #C8A04A, Parchment #F0EFE9). Build 5–10 reusable templates: stat graphics, quote cards, sample report previews. Recreate "The Math" carousel (Concept 2) as social posts.
Step 3 — Schedule in Advance
Buffer (free, 3 channels, 10 scheduled posts) or Meta Business Suite. Batch-create a month of posts in one sitting.
| Tool | Cost | What It Does |
|---|---|---|
| Canva | Free | Graphic design, brand kit |
| Buffer | Free (3 ch.) | Social scheduling & analytics |
| Meta Business Suite | Free | FB/IG scheduling |
| Loom | Free (25 vids) | Product demos and walkthroughs |
05 — Content Strategy & SEO
You don't need 50 blog posts — you need 5–10 pages answering exactly what buyers are Googling. Almost nobody is creating content for these terms yet.
outsourced crime analyst crime analysis services for police departments NIBRS reporting services on-demand crime analysis police department data reportingPriority content: Services page, Free Analysis landing page, "What Outsourced Crime Analysis Actually Looks Like," "How Much Does a Crime Analyst Cost?," and an anonymized case study.
06 — Product Demos & Video
A 2-minute screen recording of a weekly report or dashboard is worth more than any ad copy.
Step 1 — Record with Loom
Free plan (25 videos, 5 min each). Walk through a report the way you'd explain it to a chief on a call. Keep it under 3 minutes. End with a soft CTA. Embed on your Services and Free Analysis pages.
Step 2 — Product Overview Graphic
In Canva, build a simple "How Insight Analytics Works" visual: Free Data Review → Custom Dashboard Built → Weekly Reports Delivered.
07 — Hiring Affordable Contractors
| Task | Budget | Notes |
|---|---|---|
| Wix homepage redesign | $150–$500 | Search Fiverr for "Wix website designer." Share your Brand Guide. |
| Logo refinement | $50–$200 | Only if you want a polish — current logo is fine. |
| Social graphics pack | $50–$150 | 10–20 branded reusable templates in Canva. |
| LinkedIn banner + profile | $30–$80 | Personal and company page assets. |
| Email template design | $50–$150 | HTML template matching your brand. |
| Product demo editing | $50–$200 | Polish for Loom recordings. |
| SEO site audit | $100–$300 | One-time audit with fix recommendations. |
08 — Your 90-Day Action Plan
| Week | Action | Tools Needed |
|---|---|---|
| 1–2 | Update Wix homepage headline, CTA, SEO settings. Build Free Analysis page. | Wix |
| 3 | Optimize LinkedIn profile & company page. Send first 10 connection requests. | LinkedIn, Canva |
| 4 | Set up Facebook Business Page. Create 5 branded social graphics. | Facebook, Canva |
| 5–6 | Build prospect list (Spillman agencies). Set up Mailchimp/MailerLite. Send first batch. | Sheets, Mailchimp |
| 7–8 | Record product demo on Loom. Embed on website. Post to LinkedIn. | Loom, Wix |
| 9–10 | Write first blog post. Connect Search Console. Check SEO baseline. | Wix Blog, GSC |
| 11–12 | Send follow-up email sequence. Post weekly. Review what's working. | Mailchimp, LinkedIn |
| Ongoing | 5–10 LinkedIn requests/week. 1 post/week. 1 email batch/month. | All of the above |
09 — Quick-Reference Tool List
| Tool | Cost | Use For |
|---|---|---|
| Canva | Free | Graphics, social posts |
| Buffer | Free (3 ch.) | Social scheduling |
| Mailchimp | Free (500) | Email marketing |
| MailerLite | Free (1K) | Email marketing |
| Brevo | Free (300/day) | Cold email |
| HubSpot CRM | Free | Contact & deal mgmt |
| Google Search Console | Free | SEO monitoring |
| Google Analytics | Free | Website analytics |
| Loom | Free (25 vids) | Product demos |
| Fiverr / Upwork | Per gig/project | Affordable freelancers |