PERFECT PROPOSAL VERSION 02

Copy
Arsenal

A lexicon of copy that you can use to prepare the Discovery Sessions Video Production
pricing grid in your next proposal. Please remember Identity Design Marketing Campaigns
to proof-read everything! Websites, UI, UX Brand Collateral
I ntro d u ction COPY ARSENAL

Discovery
Deliverables
This is how we describe our discovery sessions,
the research that comes along with it, and all of the
associated deliverables.

2 THE PERFECT PROPOSAL

I ntro d u ction COPY ARSENAL

Overview

A live, in-person, facilitated discovery phase where we uncover deep

insights about your viewer base and internal stakeholders, as well as
project-specific goals and benchmarks. Typical discovery sessions
last a total of eight hours over the course of one or two days.

User Profiles

Let’s get to know your users. Here we will define your primary and
secondary customers, surfacing their jobs, challenges, and pain
points. Then we synthesize these items into concise and thorough
profiles that your team can reference for all brand & marketing efforts.

Business Goals

Your side of the story. Our job is to craft brands that align your
business goals with your customers needs. This is where we dig into
your objectives for the rebrand and beyond.

Brand Story & Research Overview

We’ll help define your brand through key attributes including: voice
& tone, look & feel, value proposition, customers/tribe and cultural
trends. We will include the research you have already done to paint a
comprehensive picture.

Competitive Audit

We’ll conduct a brand messaging and visual analysis of what

competitors are doing within your market. This will help us identify
opportunities to differentiate.

Feature Matrix

The brass tacks. This is where we develop an extensive list of features

you all would love to see integrated in your digital platform. This will
finally nail down the entire scope and timeline for the project.

3 THE PERFECT PROPOSAL

I ntro d u ction COPY ARSENAL

Stakeholder Interviews

Since your leadership team is widespread, we don’t expect every

stakeholder to join the full discovery session. If needed, we’ll schedule
one on one interviews with each person who could not attend to
understand their individual goals and expectations for the website and
user experience.

Summary

A comprehensive summary document which combines our facilitation

and your insights, the brand story and voice, our user profiles, the
competitive analysis, and the three stylescapes.

4 THE PERFECT PROPOSAL

I ntro d u ction COPY ARSENAL

Web Projects,
UI, & UX
This section is a little tricky, and expansive.
You'll find a few common approaches that we’ve
used in the past to sell digital projects.

5 THE PERFECT PROPOSAL

I ntro d u ction COPY ARSENAL

Simple Websites
Note: These are used to describe various phases that we used for
a variety of budget levels. You should choose which phases fit your
process for the budget that your client has to work with - do not put
every single paragraph below in a proposal. Some are redundant!

Overview

The marketing website will be the digital home for your brand and
the top of your marketing funnel. Our goal is to achieve depth of
information, aesthetic impact, and ultimately, conversions.

Three (3) Stylescapes

Stylescapes are a visual encapsulation of your brand’s voice, tone,

look, and feel filtered through three prompts. This essential step will
help us set the broad direction for the visual identity, and allow you to
collaborate with our process at a very early stage.

UX Testing & Research

We will use analytics software to record, analyze and interpret

current user patterns on the current website. Insights drawn from this
experience will be summarized and reported before moving into the
wireframing stage. We’ll also conduct a competitive UX analysis.

Wireframe & Copywriting

Armed with the insights from the ideation phase, the location’s
specifics and the brand story, we will craft a complimentary story
for the web. Then we’ll organize this into a wireframe which contains
the site copy in basic outline format. Pages or sections that will be
included are: [insert pages here].

Clickable Prototype: Wireframe

To start, we’ll combine insights drawn from website’s historical

performance data with the business goals and user journeys we
crafted during discovery. We will use these insights to create a
clickable wireframe prototype of the website. This will allow us to
collaborate on user journeys, use cases, information architecture, and
navigation at an early stage.

6 THE PERFECT PROPOSAL

I ntro d u ction COPY ARSENAL

Clickable Prototype: Visual Design

Where visual design meets and marries user experience. We will

translate the wireframes into full website mockups, integrating the
template designs into a clickable prototype. All visuals will be drawn
from the brand guidelines, existing assets, stock photography, and
illustrations we create.

Copywriting

Based on our experience working with corporations with complex

software products, we have a proven approach to copywriting for the
web that simplifies even complex ideas. We will focus our efforts on
writing eye-catching headlines, voice and tone guidelines, and brand
messaging that draws the user into reading engaging and educational
body copy. The end goal? To cause conversions.

Wordpress Development

It all comes down to this. This is where we synthesize all of our work
to date and translate the approved prototype into a dynamic website.
We will craft a custom Wordpress website with a highly customized
backend visual editor, which will make future site updates simple
and fast. We plan on integrating Amazon Fulfillment, Drip (or similar
email marketing software), Drift (or similar chatbot software), and
eCommerce functionality. And, of course, this will be optimized for
search engines and screens of all sizes.

QA & Lauch

It is important that what we build works in the real world. We’ll set up
a demo environment to test out the website on all major operating
systems and browsers. Since you’ll most likely be moving away from
your current hosting, we will advise on appropriate hosting and launch
protocols based on expected traffic.

Initial Optimization & Testing

Once the major UI aesthetic changes have been implemented and

the new website has launched, we’ll help your team conduct one split
test. We’ll design the hypothesis, the split test, analyze the results, and
recommend the solution in order to maximize conversions. The subject
of the test is TBD.

7 THE PERFECT PROPOSAL

I ntro d u ction COPY ARSENAL

Training & Continued UX Testing

Once the site has launched, we will train your internal team how to use
and update the site. We will also train your team how to track, test and
interpret user data collected from actual usage. This training will be
recorded and delivered as reference material.

8 THE PERFECT PROPOSAL

I ntro d u ction COPY ARSENAL

Website: Custom CMS

Prototyping Overview

We’ll craft a prototype of the new user experience by synthesizing all of

our collected data from the research and discovery phase.

User Stories & Flow

Now that we know who your users are, we’ll work on a user story for
each archetype discussed in our facilitated discovery session. We’ll
harmonize their priorities, goals, and preferences with your business
objectives, establishing an end-to-end flow for each user.

Information Architecture

Armed with the user profiles, stories, and business objectives, we will
conduct an inventory of the information and data currently available,
and establish what is needed. We will then organize this into a clickable
wireframe prototype.

Mockups & Visual Language

Where visual design finally meets and marries user experience. We

will translate the wireframes into full website mockups, integrating the
template designs into the clickable prototype.

Digital Style Guide

Once the prototype is complete, we will craft a digital style guide, which
will outline all aspects of the marketing website’s visual language.

Static Website Development

It all comes down to this. This is where we synthesize all of our work
to date and create a static version of the website. We will be able to
publish the information and begin tracking user behavior immediately
—information that will prove vital in Phase Three.

We’ll make sure to integrate Google Analytics and Search Console,

Salesforce and Pardot [choose your own integrations]. And of course,

9 THE PERFECT PROPOSAL

I ntro d u ction COPY ARSENAL

this initial build will be optimized for both search and mobile.

Website Content Creation

Phase II includes migrating the static MVP that we launched in Phase

I into the content management system, but we’re also going to craft
new content for additional sections. Details will be determined in
the discovery phase, but we will cover copywriting, curation and/
or creation of visual assets and crafting microinteractions for the
following content: Self-serve tools, audience overview, premium
content, and guidelines and best practices.

We will also include one iteration of user experience, user interface,

visual asset and/or copywriting revisions, based on collected user
behavior data and client feedback

Custom Content Management System

Establishing custom approval and review workflows and improving

backend efficiency while remaining light, agile, scalable and user-
friendly requires a custom content management system build. We will
work together to establish the feature set, scope and timeline in the
initial discovery phase, but we will ensure these items are covered:

• Staging environment, publishing static files to production upon

approval and workflow completion

• Localization

• Searchable case studies

• Business blog

• Integration with Google Analytics and Search Console, Salesforce,

Pardot.

• Search and mobile optimization

Content Creation - Sprint

Phase III includes crafting new content for additional sections.

Details will be determined in the discovery phase, but we will cover
copywriting, curation and/or creation of visual assets and crafting
microinteractions for the following content: Self-serve tools, audience
overview, premium content, and guidelines and best practices.

We will also include one iteration of user experience, user interface,

10 THE PERFECT PROPOSAL

I ntro d u ction COPY ARSENAL

visual asset and/or copywriting revisions, based on collected user

behavior data and client feedback

Content Management System - Product Sprint

Once the custom content management system MVP launches, Phase

Three will be dedicated to adding and revising features based on client
feedback. We’ll be sure to include:

• Live chat capabilities

• Other features decided in the discovery phase

• CMS features and functions revisions, based on client feedback

11 THE PERFECT PROPOSAL

I ntro d u ction COPY ARSENAL

Web App (Broad Estimate)

Whether this platform will be used for sales, service or education, we
want to create a beautiful and engaging experience that will help your
team achieve incredible results.

User Experience & Wireframe

Armed with insights from our kickoff call and the current platform,
we will craft a basic overview of the site flow and structure. Then we’ll
organize this into a clickable wireframe prototype which contains the
site copy in basic outline format.

Mockups & Visual Language

Where visual design meets and marries user experience. We will

translate the wireframes into full interface mockups, integrating the
screen designs into a clickable prototype.

Development & Launch

It all comes down to this. This is where we synthesize all of our work to
date and translate the mockups into a production-ready website. We’ll
need to craft a custom backend for this project, which will allow for
a few basic features and functionality. And of course, the consumer-
facing interface will be optimized for both search and mobile. Source
files will be transferred to the technical point of contact prior to launch.

12 THE PERFECT PROPOSAL

I ntro d u ction COPY ARSENAL

Identity
Design
Everything under the visual identity design umbrella
belongs here. Logos, brand messaging, style guides,
brand collateral, and more.

13 THE PERFECT PROPOSAL

I ntro d u ction COPY ARSENAL

Overview

Our job is to build brands that thrive in the intersection of achieving

your business goals, exceeding your user’s needs, and boasting
award-winning aesthetics. This is what we will craft together.
By starting with discovery, moving into stylescapes and finally
transitioning into developing and designing logo compositions, the
entire process will be collaborative, inspiring, and–most importantly–
effective.

Three (3) Stylescapes

Stylescapes are a visual encapsulation of your brand’s voice, tone,

look, and feel filtered through three prompts. This essential step will
help us set the broad direction for the visual identity, and allow you to
collaborate with our process at a very early stage.

Logo Design

Where everything comes together. We’ll present three (3) initial

concepts with contextual applications. Then we’ll help you decide on a
single direction and refine.

Brand Style Guide

The logo is just a piece of your new visual identity. To help ensure
brand consistency, we’ll craft a living document containing guidelines
for the entire identity system: Brand Information & Background,
Logo Usage, Color Palette, Primary and Secondary Typography Use,
Photography Style and Integration, Common Errors, and Voice & Tone
Recommendations.

Brand Messaging

We’ll develop the brand’s primary tagline, campaign headline and

subhead concepts and an overview of the brand voice, which will later
be featured in the overall brand style guide.

Identity Testing

Plan, execute and facilitate social media listening, group survey, focus
groups and/or field interviews representing each of the user profiles we
generate together. Though we will develop a concrete approach to our

14 THE PERFECT PROPOSAL

I ntro d u ction COPY ARSENAL

user testing during the discovery phase, we recommend a minimum

of a 1,000-person digital survey, paired with in-person focus groups
totaling 48 people. This sample size will allow us to confidently predict
consumer feedback.

Brand Collateral
No brand lives in a vacuum. We will create impactful brand collateral
that your users will love.

Brochure

Combining the insights drawn from our discovery phase and technical
information from your team, we will craft an informational brochure that
can be used both in print and online. This piece will be saddle-stitched
(stapled) and delivered digitally in print-ready files.

Email Newsletters

We’ll design, write and develop announcement emails for use before
or after the video and website has launched. We’ll use visual assets
from what we’ve created for the video, website and/or identity to
communicate the exciting news.

Brand Email Templates

Email marketing, especially segmented, behavior-based campaigns,

will play a vital role in the overall sales funnel. We will design branded
templates for the three most common types of email marketing
messages: brand newsletter, targeted communication, and product-
based announcements.

Social Media Branding

Social media platforms are your digital business cards, and

consistency in visual identity is key to brand recognition. We’ll design
headers, profile images and write bios that will help your prospective
customers immediately identify who you are and what you stand for.

15 THE PERFECT PROPOSAL

I ntro d u ction COPY ARSENAL

Construction Site Wraps

Unfortunately, large developments of this size can potentially

negatively impact the surrounding community aesthetically. We like
to attempt to influence that public opinion with beautifully designed
construction wraps that transform an otherwise unpleasant view.

Full scope to be determined

Sometimes brand collateral is so far down the road, you'll want to give
your clients a broad estimate. In this case, we gave a hard quote for a
discovery session, logo design, and brand messaging. Then added this
at the end of the proposal with a broad price range.

As we discussed on the call, we will assist your internal team in

developing the visual language for the top ten brand touchpoints,
which could include: white paper design, marketing website user
interface design, brochures, Powerpoint deck design, digital style
guide, social media visual branding.

Each deliverable includes: Initial layout + two (2) rounds of revisions.

Delivered as digital files and formatted based on printer/platform

specifications (client to provide).

Signage & Wayfinding

Great user experience doesn’t begin and end online. Helping people
get where they need to go without confusion is our mission here, but
the end result? A delightful experience. While we will build specific
templates for each sign execution, we will also build a detailed style
guide specifically around the wayfinding design, so your internal
resources can easily add new signage as needed.

Exterior Signage & Wayfinding

Exterior signage will include up to 20 template designs, specifically

to include: Primary site identification/signage; Building entrance &
lobby signage; Master site map; Pedestrian directional & informational
signage; Any required code-related signage.

16 THE PERFECT PROPOSAL

I ntro d u ction COPY ARSENAL

Interior Signage & Wayfinding

Interior signage will include up to 30 template designs, specifically

to include: Master informational & directional templates; Amenity &
wayfinding templates; Interior building & floor maps; Building & floor
directories; Any required code-related signage.

Vehicular Signage & Wayfinding

Vehicular signage will include up to 15 template designs, specifically

to include: Vehicular & parking entrance signage; Vehicular directional
signage; Clearance information; Column zoning & area identity;
Stairwell identification & directional signage; Evacuation maps; Any
code-related signage.

Environmental Graphics

We will provide an environmental graphic style guide, with templated

designs for internal use, but we will design up to 10 specific graphics
for locations to include: Exterior facades & entrances; Meeting Space;
Office & Residential building lobbies; Parking Elevators & Lobby.

17 THE PERFECT PROPOSAL

I ntro d u ction COPY ARSENAL

Video
Projects
Most of our video projects were brokered through
agencies, who did not require proposals. This language
is what we used to sell video projects directly to clients.

18 THE PERFECT PROPOSAL

I ntro d u ction COPY ARSENAL

Video
Using live action, beautiful 3D renders, and over 25 years of visual
storytelling experience, we will show [desired client goal]. Production
and post-production will be built on a series of milestones that are
cumulative—approvals which build upon the previous step.

There are a number of ways to approach the production of this video.

On page [#}, you’ll see a Scope to Cost breakdown to show how
production approaches affect price.

Storyboarding & Scripting

Based on our interviews, discovery research, and creative ideation, we

will develop a detailed storyboard and accompanying script. This will
effectively create a plan for our production team to execute.

Live Action & Drone Footage

Note, this is a real-estate specific example. Adapt the language to

reflect your project type and requirements

If needed we’ll bring our production crew to yourlocation and shoot

footage of the surrounding areas. For ground level storytelling, we will
cover neighborhood amenities, businesses and b-roll. To efficiently
cover several angles and secure a nice fly-over, we can employ the use
of a drone.

Live Action Shoot (Local Crews)

Because the testimonial videos will be shot in different parts of the

world, we will hire local crews to shoot each video. Prior to each shoot,
we will have a pre-production meeting with each crew to discuss all
planning and execution. It is understood this proposal does not include
any travel expenses, which may incur additional costs.

Stock Footage & Audio

We’ll search and curate stock footage to help fill in the story and give
context to the workspace. This will paint a clear picture of what it’s like
to work and live in the area. [Nod to your client's goal] We’ll also curate
music options, which will serve as a bed to set the tone for the video.

19 THE PERFECT PROPOSAL

I ntro d u ction COPY ARSENAL

3D Rendering

To ensure we present your location at it's best, we will take care in the
framing and furnishing of each CG vignette. Depending on budget
available, we can use flat still renders (small budget) or create fully
animated 3d fly-thru’s of the space (larger budget).

Editing, Messaging, & Finishing

To bring all the elements together, we’ll go through several rounds of

editorial to shape the story. This includes custom messaging, editorial
of footage and music, as well as final color correction and delivery.

20 THE PERFECT PROPOSAL

I ntro d u ction COPY ARSENAL

Marketing
Campaigns
While we handle mostly design projects, sometimes
we get an opportunity to branch into a full marketing
campaign. This is how we describe that process.

21 THE PERFECT PROPOSAL

I ntro d u ction COPY ARSENAL

Note: These descriptions are broad and should be refined with

subsequent Scope of Works (in your contracts), or subsequent
proposals/estimates. These descriptions would be paired with a broad
price range like $100,000—$900,000, and depend on many factors.

Overview

Building a great brand that represents an incredible product sold on a

beautiful website means absolutely nothing… if no one knows about it.
That’s why this campaign strategy and execution is so vitally important
to the overall success of the launch.

Campaign Strategy & Ideation

While our initial discovery is all about developing insights about the
brand, product and users, our campaign ideation will help solidify the
campaign’s story, strategy, and execution. We will apply the knowledge
from the initial discovery, collaborate with your internal team, the media
team, and PR team to identify customer touchpoints and develop a
specific marketing funnel.

Social Media Strategy

While we’re not including any organic content creation in this proposal,
we do recognize that all paid media efforts should be supported by
meaningful organic content. We will make recommendations on what
kind of content to post on which channel, how often, and at what times.

Campaign Messaging

We will craft the primary and secondary headline and subhead pairs,
supporting body copy, and appropriate scripts for video and voice.
We’ll then implement the copy across the touchpoints identified in the
campaign strategy.

Static Visual Assets

We will create visual assets that support the campaign for use with
digital advertising, social media posts, email marketing and press
releases. This does not include original product photography or
product 3D renderings.

22 THE PERFECT PROPOSAL

I ntro d u ction COPY ARSENAL

Marketing Video

Video is the most powerful and impactful way that we can share the
launch with your audience. From organic use on social media, paid
placements, and brand touchpoints like landing pages, the marketing
video is the cornerstone of the entire campaign.

In our 23 years of making videos for clients of all shapes and sizes, we
know how to maximize your budget for greatest impact. And regardless
of **how** we make the video, we know the **story** is what matters.

Launch/Rollout Planning

Collaborating with your internal team and coordinating with the media
and PR teams, we will develop release timelines and calendars in order
to maximize impact for each of our deliverables.

23 THE PERFECT PROPOSAL

 Perfect
Proposal

COPYRIGHT ©2017—2020 BEN BURNS. ALL RIGHTS RESERVED.