Don’t Just Spin it

1. Proposal Jukebox Don’t Just Spin it R ck it!!! Making YourProposal Graphics aHitwith Dynamite Action Captions SOUTHERN PROPOSALACCENTS CONFERENCE ATLANTA, GA • Sandy LuttrellHewlett-Packard Company 2010

2. Objectivesfor this session • Importance of good Action Captions • What makes a good Action Caption • Examples of Traditional vs. Action Captions • How to create a good Action Caption • Repeatable process for analyzing surrounding text • Hands-on exercises to create Action Captions that are a HIT • Q&A

4. What is an Action Caption? • Looking at a picture without a caption is like watching television with the sound turned off!!! • After headlines and graphics, captions are thethird most looked at portion of most printed pages • Captions provide an opportunity to both explainand summarize an idea, concept, solution • Well-written captions are one more opportunityto pull the reader into the RFP response

5. Is it a Good Action caption?

6. is it a Good Action Caption? • Does it interpret, inform, or persuade? ACME’s project organization ACME’s project organization is staffed with key leadership personnel who have successfully demonstrated their ability on projectsof comparable size and complexity. Traditional vs. Action Caption

7. is it a Good Action Caption? • Does the caption interpret, inform, or persuade? ACME’s project organization ACME’s project organization is staffed with key leadership personnel who have successfullydemonstrated their ability onprojects ofcomparable size and complexity Traditional vs. Action Caption

8. is it a Good Action Caption? • Does the caption grab the reader’s attention and deliver the message in 10 seconds? Map of Our Local Locations The proximity of our local offices in Fort McCloud will afford rapid response to address your changing support requirements. Traditional vs. Action Caption

9. is it a Good Action Caption? • Is the caption in short sentences and does it deliver a concise message? Project Organization Chart Each member of our multi-level project team is proficient in USACE technical levels required byyour dynamic environment requirements. Traditional vs. Action Caption

10. is it a Good Action Caption? • Does the caption communicate a feature, benefit or both? • Feature = something unique aboutthe goods, services or ideabeing offered • Benefit = something that addresses a concern or solves a problem for the customer (their hot buttons/pain points)

11. is it a Good Action Caption? • Is the caption customer-focused? Understanding of the Requirements We understand Jobeson Corporation’s technicalrequirements and we are dedicated to meet them with cost-effective streamlined procedures and IT focused processes. Traditional vs. Action Caption

12. How to Create an Action Caption

13. How to Create an Action Caption #1 - What is the graphic’s intent? Convey growth Interpret/explain the features of your products Inform the customer about the benefits of your products Persuade the customer why you should betheir vendor of choice

14. How to Create an Action Caption #2 - Is there an existing “horse” caption that can be modified? What in the world is a “horse caption”? ? ? ? ? ?

15. How to Create an Action Caption Horse

16. How to Create an Action Caption Triple Crown Winner and thoroughbred, “Milkshake”, generated a continued revenue stream for 10 consecutive years, which led to early retirement in an idyllic location

17. How to Create an Action Caption #3 - What key words or concepts in the surrounding text directly preceding or following the graphic can be used? Competitive Differentiators – Providing ABC UnmatchedBreadth, Depth and Experience • Legacy web application scanners are simply not designed to navigate and interpret today’sweb applications with active content, mandatory two-factor authentication, and other advancements. Simply put, traditional scanners cannot see the entire application. As a result, they fail to discover exploitable security vulnerabilities that exist in the more dynamic and complex regions of modern web applications. This failure results in an unacceptablelevel of security risk. • An effective end-to end application security testing solution such as the ACME Application Security Center can enable ABC to: • Lower risksby detecting security defects early in the application softwaredevelopment lifecycle • Reduce time and budgetfor a security risk assessment through consolidated, automated testing • Facilitate a coordinated application security testingprogram across variousdepartments in different locations • Provide visibility into enterprise-wide application security status through re-configured reports

18. How to Create an Action Caption #4 Can you identify key benefits or features that can be emphasized in the new Action Caption? • Feature = something unique aboutthe goods, services or idea being offered • Benefit = something that addresses a concern or solves a problem for the customer (their hot buttons/pain points)

19. How to Create an Action Caption #5 Is the Action Caption customer-focused? Have you considered Customer’s • Hot buttons, key concern • Location(s) • Name

20. How to Create an Action Caption #6 Can you delete any of the text in the proposal body and replace it with the new Action Caption? Competitive Differentiators – Providing ABC UnmatchedBreadth, Depth and Experience • Legacy web application scanners are simply not designed to navigate and interpret today’sweb applications with active content, mandatory two-factor authentication, and other advancements. Simply put, traditional scanners cannot see the entire application. As a result, they fail to discover exploitable security vulnerabilities that exist in the more dynamic and complex regions of modern web applications. This failure results in an unacceptablelevel of security risk. • An effective end-to end application security testing solution such as the ACME Application Security Center can enable ABC to: • Lower risks by detecting security defects early in the application softwaredevelopment lifecycle • Reduce time and budget for a security risk assessment through consolidated, automated testing • Facilitate a coordinated application security testing program across variousdepartments in different locations • Provide visibility into enterprise-wide application security status through re-configured reports

21. Action Caption Creation Repeatable process

22. Traditional captionsWhat’s Missing? Who/What Benefits Features

23. Example 1 Acme Utility Computing SolutionsCompanies today face increasing complexity, constant change and escalating costs as they seek new ways to derive business value from their information technology (IT) investments. It capacity is a moving target—excess capacity means wasted profit, while insufficient capacity can lead to missed service level agreements (SLA) and dissatisfied customers. Scaling It to meet changing needs is a business imperative, yet competitive pressures allow scarce time for adequate planning. Aligning IT Costs with Business Value Acme offers an innovative alternative to solving IT capacity challenges. Acme Utility Computing solutions is an integrated set of products, services and financing designed to deliver IT infrastructure resources when and where needed, with payment based on usage. Combining proven Acme technology and services strength, Utility Computing solutions provide the flexibility to align computing capacity to fluctuating business needs. With Utility Computing solutions from Acme, [CustomerName] not only can contain procurement and support costs, but also can gain enhanced business agility.

24. Analyze Surrounding Text Acme Utility Computing Solutions Companies today face increasing complexity, constant change and escalating costs as they seek new ways to derive business value from their information technology (IT) investments. IT capacity is a moving target—excess capacity means wasted profit, while insufficient capacity can lead to missed service level agreements (SLA) and dissatisfied customers. Scaling It to meet changing needs is a business imperative, yet competitive pressures allow scarce time for adequate planning. Acme offers an innovative alternative to solving IT capacity challenges. Acme Utility Computing solutions is an integrated set of products, services and financing designed to deliver IT infrastructure resources when and where needed, with payment based on usage. Combining proven Acme technology and services strength, Utility Computing solutions provide the flexibility to align computing capacity to fluctuating business needs. With Utility Computing solutions from ACME, [CustomerName] not only can contain procurement and support costs, but also can gain enhanced business agility. Who/What: Benefits: Features:

25. create a results table Who/What: Companies that face increasing complexity, constant change and escalating costs Benefits:Wasted profit= Increase profit Missed SLAs= Redirect SLAs Dissatisfied = Satisfied customers Features:Flexibility to align computing capacity to fluctuating business needs

26. New Action Caption Our old caption: Aligning IT Cost with Business Value Acme solutions provide companies like [CustomerName]the flexibility to manage constant change, align IT costs with business value, redirected SLAs and increase profit

27. Example 2 ACME Broad Product Portfolio The quality and diversity of ACME’s broad product portfolio assures enduring dependability, choice, and investment protection for [CustomerName]. The ACME product portfolio ranges from industry-standard notebook and desktop computers to powerful data center and enterprise server platforms. Scalable, efficient and highly available ACME computing environments can help [CustomerName] achieve its vision of an agile enterprise that provides the headroom to handle demand spikes, the security to increase customer touch, the flexibility to add instant capacity and the tools to manage growth. ACME award-winning products are designed to high standards of quality and engineered for reliability and performance. ACME – Total Solutions for Your Business

28. Analyze Surrounding Text ACME Broad Product Portfolio The quality and diversity of ACME’s broad product portfolio assures enduring dependability, choice, and investment protection for[CustomerName]. The ACME product portfolio ranges from industry-standard notebook and desktop computers to powerful data center and enterprise server platforms.Scalable, efficient and highly availableACME computing environments can help [CustomerName] achieve its vision of an agile enterprisethat provides the headroom to handle demand spikes, thesecurity to increase customer touch, the flexibility to add instant capacity and the tools to manage growth. ACME award-winning products are designed to high standards of quality and engineered for reliability and performance. ACME – Total Solutions for Your Business Who/What: Benefits: Features:

29. create a results table Who/What: ACME’s broad product portfolio Benefits:Assures enduring dependability, choice, and investment protection Features:Scalable, efficient, highly available Achieve its vision of an agile enterprise Handle demand spikes Security to increase customer touch Flexibility to add instant capacity Tools to manage growth

30. New Action Caption Our old caption: ACME – Total Solutions for Your Business ScalableACME products provide [CustomerName] with dependability, flexibility, choice and investment protection

31. Grab your index cards Benefits Who/What Features

32. Quiz 1 In today’s complex world, companies look to a business partner they can trust to provide recommendations and strategies which are most cost-effective for them without bias. ACME is a global provider of high performance computing platforms; advanced end-to-end solutions including mission critical data center services that optimize your return on investment; and comprehensive services for all aspects of your business. All are recognized for excellence in quality and support. Widely respected for its leadership in technology innovation, ACME has long been one of the world’s most admired companies. That is why many companies in industries requiring high availability, Finance, Retail POS, Government and Healthcare, have turned to ACME to help them achieve their business requirements in a cost-effective manner. Business Continuity Methodology Life Cycle ACME BusinessContinuityProgram Management

33. Quiz 1: Analyze Surrounding Text In today’s complex world, companies look to a business partner they can trust to provide recommendations and strategies which are most cost-effective for them without bias.ACME is a global providerof high performance computing platforms; advanced end-to-end solutions including mission critical data center services that optimize your return on investment; and comprehensive services for all aspects of your business. All are recognized for excellence in quality and support. Widely respected for its leadership in technology innovation, ACME has long been one of the world’s most admired companies. That is why many companies in industries requiring high availability, Finance, Retail POS, Government and Healthcare, have turned to ACME to help them achieve their business requirements in a cost-effective manner.

34. Quiz 1: Analyze Surrounding Text In today’s complex world, companies look to a business partner they can trust to provide recommendations and strategies which are most cost-effective for them without bias.ACME is a global provider of high performance computing platforms; advanced end-to-end solutions including mission critical data center services that optimize your return on investment; and comprehensive services for all aspects of your business. All are recognized for excellence in quality and support. Widely respected for its leadership in technology innovation, ACME has long been one of the world’s most admired companies. That is why many companies in industries requiring high availability, Finance, Retail POS, Government and Healthcare, have turned to ACME to help them achieve their business requirements in a cost-effective manner. Who/What:

35. Quiz 1: Analyze Surrounding Text In today’s complex world, companies look to a business partner they can trust to provide recommendations and strategies which are most cost-effective for them without bias.ACME is a global provider of high performance computing platforms; advanced end-to-end solutions including mission critical data center services that optimize your return on investment; and comprehensive services for all aspects of your business. All are recognized for excellence in quality and support. Widely respected for its leadership in technology innovation, ACME has long been one of the world’s most admired companies. That is why many companies in industries requiring high availability, Finance, Retail POS, Government and Healthcare, have turned to ACME to help them achieve their business requirements in a cost-effective manner.

36. Quiz 1: Analyze Surrounding Text In today’s complex world, companies look to a business partner they can trust to provide recommendations and strategies which are most cost-effective for them without bias.ACME is a global provider of high performance computing platforms; advanced end-to-end solutions including mission critical data center services that optimize your return on investment; and comprehensive services for all aspects of your business. All are recognized for excellence in quality and support. Widely respected for its leadership in technology innovation, ACME has long been one of the world’s most admired companies. That is why many companies in industries requiring high availability, Finance, Retail POS, Government and Healthcare, have turned to ACME to help them achieve their business requirements in a cost-effective manner. Features:

37. Quiz 1: Analyze Surrounding Text In today’s complex world, companies look to a business partner they can trust to provide recommendations and strategies which are most cost-effective for them without bias. ACME is a global provider of high performance computing platforms; advanced end-to-end solutions including mission critical data center services that optimize your return on investment; and comprehensive services for all aspects of your business. All are recognized for excellence in quality and support. Widely respected for its leadership in technology innovation, ACME has long been one of the world’s most admired companies. That is why many companies in industries requiring high availability, Finance, Retail POS, Government and Healthcare, have turned to ACME to help them achieve their business requirements in a cost-effective manner.

38. Quiz 1: Analyze Surrounding Text In today’s complex world, companies look to a business partner they can trust to provide recommendations and strategies which are most cost-effective for them without bias. ACME is a global provider of high performance computing platforms; advanced end-to-end solutions including mission critical data center services that optimize your return on investment; and comprehensive services for all aspects of your business. All are recognized for excellence in quality and support. Widely respected for its leadership in technology innovation, ACME has long been one of the world’s most admired companies. That is why many companies in industries requiring high availability, Finance, Retail POS, Government and Healthcare, have turned to ACME to help them achieve their business requirements in a cost-effective manner. Benefits:

39. Quiz 1: create a results table Who/What: ACME is a global provider Features:High performance computing platforms Advanced end-to-end solutions including mission critical data center services Recognized for excellence in quality and support Widely respected for its leadership in technology innovation Benefits:Optimizes your return on investment (ROI) and achieves their business requirements in a cost-effective manner

40. New Action Caption Our old caption: Aligning Business Continuity Methodology Lifestyle ACME is a global provider recognized for excellence in quality and support of high performance computing platforms that optimizes [CustomerName]’s ROI and to help you achieve your business requirements in a cost-effective manner ACME BusinessContinuityProgram Management

41. Quiz 2: ACME Integrated Support Offering ACME offers integrated support services to consolidate support contracts fromdifferent vendors and thereby provides total support management for an entiremulti-vendor, multi-technology open environment. As a result, IT is better able to focus on the business, while still maintaining great control and flexibility. Service quality is improved. The cost of multi-vendor support management is reduced. Support Partnership for Today’s Open Environment

42. Quiz 2 - Analyze Surrounding Text ACME offers integrated support services to consolidate support contracts from different vendors and thereby provides total support management for an entire multi-vendor, multi-technology open environment. As a result, IT is better able to focus on the business, while still maintaining great control and flexibility. Service quality is improved. The cost of multi-vendor support management is reduced.

43. Quiz 2 - Analyze Surrounding Text ACME offers integrated support services to consolidate support contracts from different vendors and thereby provides total support management for an entire multi-vendor, multi-technology open environment. As a result, IT is better able to focus on the business, while still maintaining great control and flexibility. Service quality is improved. The cost of multi-vendor support management is reduced. Benefits:

44. Quiz 2 - Analyze Surrounding Text ACMEoffersintegrated support services to consolidate support contracts from different vendors and thereby provides total support management for an entire multi-vendor, multi-technology open environment. As a result, IT is better able to focus on the business, while still maintaining great control and flexibility. Service quality is improved. The cost of multi-vendor support management is reduced.

45. Quiz 2 - Analyze Surrounding Text ACME offersintegrated support servicesto consolidate support contracts from different vendors and thereby provides total support management for an entire multi-vendor, multi-technology open environment. As a result, IT is better able to focus on the business, while still maintaining great control and flexibility. Service quality is improved. The cost of multi-vendor support management is reduced. Who/What:

46. Quiz 2 - Analyze Surrounding Text ACME offers integrated support services to consolidatesupport contracts from different vendors and thereby provides total support management for an entire multi-vendor, multi-technology open environment.As a result, IT is better able to focus on the business, while still maintaining great control and flexibility. Service quality is improved. The cost of multi-vendor support management is reduced.

47. Quiz 2 - Analyze Surrounding Text ACME offers integrated support services to consolidate support contracts from different vendors and thereby provides total support management for an entire multi-vendor, multi-technology open environment. As a result, IT is better able to focus on the business, while still maintaininggreat control and flexibility. Service quality is improved. The cost of multi-vendor support management is reduced. Features:

48. QUIZ 2 - create a results table Who/What: ACME integrated support services Feature: Consolidate support contracts Total support for entire multi-vendor multi-technology open environmentsGreat control and flexibility Benefit: Service quality is improved Cost of multi-vendor support management is reduced

49. Which Action Caption Would You Choose Old Caption Option 1 Support Partnership for Today’s Open Environment ACME offers support partnership for [CustomerName]. Service quality is improved and the cost of support management is reduced. Option 2 ACME’s integrated support offers consolidated management for today’s multi-vendor and multi-technology open environments. [CustomerName’s] service quality is improved and cost for support environments are reduced. Option 3 ACME’s integrated support partnership for managing multi-vendor, multi-technology environments reduces costs and improves quality.

50. Option 2 ACME’s integrated support offers consolidated management for today’s multi-vendor and multi-technology open environments. [CustomerName’s] service quality is improved and costs for support environments are reduced. Option 1 ACME offers support partnership for [CustomerName]. Service quality is improved and the cost of support management is reduced. Option 3 ACME’sintegrated support partnership for managing multi-vendor, multi-technology environments reduces costs and improves quality. Who/What: Features: Benefits: