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.
Who we're talking to, what we're saying, and what changed after our 7/24 call — the working reference for everything else in this toolkit.
Police chiefs, sheriffs, and city managers at small-to-mid-sized agencies — the ones who need real crime analysis but can't justify a full-time analyst's salary and benefits. They're busy, skeptical of vendors, and respond to peer-level, plain-spoken confidence, not sales pitches.
Every competitor is either a tool the agency has to run itself (ESRI, Mark43, Motorola) or a one-off consulting engagement (PERF/IACP). Insight Analytics is the only ongoing, embedded analyst in the mix. The agency is always the hero of the story — we're the quiet, reliable partner making them look good.
Professional. Experienced. Confident. Never arrogant.
Straight from Cynthia's own notes on the brief: she wants the work — the reports themselves — front and center, not a personality-led "about the founder" page. A brief founder mention is fine buried deeper in the site; it's not the hook.
A few real shifts worth tracking here so nothing gets lost between documents:
Hero → "Where Is Your Agency?" (agency self-identification cards) → Our Expertise (practice areas) → Sample Work → Why Agencies Trust Insight Analytics → Final CTA. See Section 03 for the built-out directions.
The real growth proposal (market size, ideal customer profile, pricing model) comes once the site is live. For now, this is the working agreement for the website refresh — scope, deliverables, timeline, and fees.
Your colors, fonts, and visual rules. The version below reflects the new brand system we're rolling out now, including the color pivot from the 7/24 call.
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 Blue is now the dominant color — headers, nav, body text. Deep Navy moves to secondary use only (report covers, print materials). Muted Gold stays an accent only (CTAs, dividers, highlights) — never a background for large areas, and never 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.
Full self-serve instructions for running this site yourself — editing copy, swapping images and the logo once it's final, and adding new pages. (Or just hand it back to Lisa — happy to do it for you.)
Every page on the site is a single HTML file — no CMS login needed. Open the file in any text editor, find the sentence you want to change (Ctrl+F works great), and type over it between the tags. As long as you don't delete a < or > symbol, you can't break anything structurally.
Every image is referenced by filename (e.g. Insight_Analytics_Logo_Navy_Gold.png). Drop your new file into the same folder with the exact same name and it updates everywhere automatically — including once your real logo direction (overlapping I/A, lighter blue) is ready.
Duplicate the HTML page closest to what you want, rename the file, update the text inside, then add a link to it from the navigation bar at the top of whichever page should link to it.
The live site is deployed via a one-click script (Cloudflare Pages). Once your changes are saved, running that script pushes the update live in under a minute. Lisa can hand off the exact script and a 5-minute walkthrough whenever you're ready to take this over.
Anything structural (new sections, layout changes, the interactive maps in the Crime Report Tool) is faster and safer with a quick message than trial-and-error. This kit covers the 80% you can confidently do yourself.
One modular deck, branded and ready to present — pick the slides you need, whether you're handing it to a chief or admin to sell this upstream internally, or presenting at IACP or a state chiefs' conference.
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.