Your Marketing Toolkit
Enter the access code Lisa or Nate shared with you to view everything.
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,
Fast catch-up before we hop on: this week was the brand glow-up. We picked a color and font system, rewrote the homepage copy, and put together real options for both the logo and the homepage so you've got actual things to react to instead of just hearing me describe them.
Two things I need from you today: pick a logo theme you like best, and tell me what's working (or not) in the homepage mockups. Gut reactions are exactly what's useful right now — nothing here is final.
I also dropped in a couple of competitor links and my own take on which homepage direction is strongest, just for context — happy to be talked out of it.
Today's agenda
Talk soon,
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. The version below reflects the new brand system we're rolling out now — the downloadable file will be refreshed once we lock the final direction.
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.
Executive Navy is dominant — headers, nav, body text. Muted 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 | Space Grotesk | Hero headlines, section titles |
| Body Copy | Inter | Paragraphs, descriptions |
| Data / Mono | DM Mono | Tags, statistics, hex codes, pricing |
Why the change: the old serif/display pairing read a little dated next to Cynthia's target buyers (command staff, procurement). Space Grotesk + Inter reads modern and confident without losing authority.
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 lead with the outcome, not the feature: "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.
This is exactly what the Website Redesign section below is doing right now — see the live directions and pick which one to build out.
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 (Executive Navy #16233A, Muted Gold #C49A2C). 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 |
|---|---|
| Homepage redesign | $150–$500 |
| Social graphics pack | $50–$150 |
| SEO site audit | $100–$300 |
| Week | Action |
|---|---|
| 1–2 | Lock the new homepage direction, finalize Brand Guide, publish live site. |
| 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 |
Five real logo directions from the image sets we generated together, plus the version we've built out further. Click through and tell me what you like or don't like about each — this is the one decision I need from you today.
Every homepage direction we've built, from the first rough mockup through where we landed this week — including the 3 current directions with our notes on each, plus a couple of competitor links and our take on which one's strongest. Click between the tabs inside the frame below.
A quick walkthrough for getting the most out of this page — today, and any time you come back to it.
IA-STR-003) so you can hand a specific file to a freelancer or new partner without confusion.