The JPE Collateral Kit

Every new product or service requires basic foundational Collaterals for your Sales Team and Marketing Resources to effectively communicate your new offering to the world, cultivate awareness and interest, develop sales leads, and generate revenues.   For a lower overall cost than the price of a single Marketing Resource for a single month, you can have a complete set of Master Collateral files professionally developed.   Scroll down to explore this entire service offering, or you may click on the thumbnail to the right to down load the PDF version to review.

Download the PDF Brochure

This Collateral Kit Contains:

Foundational Artifact Deliverables

Each item is described in detail below (scroll down).

The Foundational Artifacts are quoted as a single project set, or may be quoted individually. Volume pricing applies to the full set.  See Pricing Rate Card Below.

Optional Artifact Deliverables

Foundational Artifact Details

Snippets and Blurbs

There will be many occasions where your new product or service needs to be referred to in a variety of documentation or reference points, concisely and succinctly, yet still with a compelling appeal. This will range from a simple tag line or slogan to more formal descriptions. This copy is provided in the form of a single line, plus a 50 and a 100 word blurb.

Example: (for "Super-Hero Software" - a hypothetical Software company launching a new SaaS based web analytics tool called "X-Ray Analytics")

Tag Line:

"X-Ray Analytics sees all - visitors, customers, and enemies. Illuminate your online market."

50-Word Blurb:

It takes more than basic web statistics to truly know and understand the critical dynamics of an online market. It takes incredible super powers to pierce through the mountains of data and see exactly who needs to be engaged, supported, or thwarted. X-Ray Analytics from Super-Hero Software illuminates your traffic.

100-Word Blurb:

X-Ray Analytics from Super-Hero Software is the most advanced diagnostic and predictive behavioral web traffic analysis system available today. Its unstoppable gaze pierces through mountains of real-time data in a fraction of a second to reveal exactly which prospects are visiting your site, discerning their unique tastes and preferences via ACCA^TM (Advanced Cookie Correlation Analysis), which enables pinpoint targeted engagement offers. X-Ray Analytics recognizes past website visitors and current customers, matching past behavioral history to current offer models. Plus, it keeps a sharp eye out for online spies, competitors, or malicious hackers seeking to disrupt or compromise your information infrastructure.

The Introductory Data Sheet

This is a two-sided Flyer/Brochure designed to introduce your new product or service in the most general terms: what it is, what it does, why that's wonderful, why anyone should care, and basic attributes and information. It can be used as an email attachment (as a PDF), or professionally printed as a glossy leave-behind or proposal insert.  JPE can arrange printing services as required.

The audience for this piece is: Everyone.  Every product or service you offer should have one of these basic data sheets established for it and available to your sales team.

Your data sheet can be laid out in the context of an existing corporate theme or design criteria, or JPE can create one suitable for the offering.

For products, the focus of the data sheet is placed on concept and value on the front page, and specifications and attributes located on the back.  For professional services, once again the value concepts are the primary focus on the front and specific deliverables and process flow is detailed on the reverse. Below is an organizational illustration of a basic data sheet layout:

It is comprised of six relevant sections.

1. Header with Company Logo

2. A Picture (worth 1,000 words). This could be a picture of the actual product itself, or a conceptual rendering of the product or service's main benefits.

3. Main Bullets clearly define the offering and its relevance, who it is for, and why

4. A clear description of what the basic business problem is that this product or service solves.

5. A clear description of the solution to the problem is made possible by this offering and its various deliverables.

6. Footer with Contact Info

 Artistically, the actual design can incorporate any desirable color scheme, theme, style conventions, etc. This illustration is just intended to portray the conceptual elements that are key to the format.

An effective data sheet should quickly convey exactly what the product or service is, for whom it is applicable, and why it has unique or remarkable value.

On the reverse side of the data sheet (illustrated on the next page) would be a list of pertinent specifications or parameter limitations in bullet format, along with any additional explanatory narrative required to convey the general essence of the offering. Also may be included conceptual diagrams to improve the understanding of the offering's applicability.

Three important elements make up the back side of the data sheet:

1.    Specification List - a concise list of specifics such as system applicability, size, environment, dependencies, etc.

 

2.    Narrative Description section of greater detail than was captured on the front side.

 

3.    Diagram(s) - if applicable to increase understanding of functionality, process, benefits, etc.

Optional Format

An alternative format is also available that can be used when the basic information is very straightforward and easy to convey, which is to use the front side of the data sheet as an introductory and artistically appealing Cover Sheet and the reverse side for the all of the detail information and graphics.

This is the format JPE uses for its own general overview data sheet, a thumbnail of which is seen here:

The real governing factor regarding which format is most appropriate is determined by how complex the offering is, and how much information needs to be crystallized down into either a one or two page data sheet format.

Corporate Cover Sheet

This is a one-sheet master Template, a Hi-Res JPEG full sheet graphic, uniquely designed for your company (inclusive of your preferred thematic and style conventions) that can be used for the one-page form data sheet (alternative format), and also for several other artifacts as a Title Page - as illustrated below with the Solution Profile and White Paper.  This creates a striking professional appeal, and served to unify multiple artifacts assembled into a complete proposal as a thematic set.

Solution Profile

In terms of information content, the Solution Profile fits in the artifact set between the Data Sheet and a full White Paper.

However, its target audience is for executives and decision-makers with a focus and emphasis on Business Case, Return on Investment (ROI), and Total Cost of Ownership (TCO) arguments.

By contrast, a White Paper will tend to be more technical and/or academic in nature, intended for more of an Operational audience, as opposed to a financially focused one.

Solution Profiles read more easily and quickly in a magazine style format (as illustrated to the right), with plentiful illustrations and diagrams.

This is the high-level narrative "story" document that serves to help key decision makers understand the pertinent background issues related to your offering. It contrasts what you offer to existing solutions and/or methodologies; and ultimately, it serves to make the strongest possible case for the core value proposition of your product or service.

White Paper

As noted, the White Paper is not intended for the decision-maker audience, per se (but they're welcome to read it if they'd like); rather, it is for the Influencers and Recommenders who wish to know as much detail as they can about an unfamiliar or new product or service.  As such, it will be formatted and read like an academic treatise - i.e. lots of facts and figures.

The White Paper will explain the "how" and "why" of your offering. It can discuss issues about not having your offering versus having it, what all the deliverables are, deliverable components, implementation issues and concepts, operational explanations, along with diagrams, illustrations, and charts.

The White Paper isn't the User's Manual or Operational Guide - but designed to proactively answer as many detail questions as possible that can be anticipated.

A White Paper may also be crafted to not speak of your product or service directly; but, if desired, may be an issue-oriented piece designed to paint a picture of a specific technology and/or business landscape in which your offering exists.  It may also offer the rationale and central argument as to why your offering came into being and needs to exist, or why it represents a superior solution to a problem for which no adequate solution other than yours exists.

Website Copy

This is an HTML page suitable for uploading to your website, governed by your style conventions or website theme.  It would include many of the same elements as the Data Sheet - and should do so for consistency sake - but isn't limited to the physical constraints of two 8.5 x 11 inch pages, so it may entail additional diagrams, illustrations, or narrative text with links to other artifacts for downloading.

This deliverable is intended to be copied and pasted for easy manipulation within an existing website structure.

Multimedia files can be incorporated into the web page as desired. However, creation of video or Flash isn't included in this deliverable, but can be purchased as an optional service deliverable.

PowerPoint Insert Slides

Another key element of the Collateral Kit is a small number of PowerPoint Slides featuring and illustrating your product or service.  Please note that these slides are not intended to necessarily ever be used to give a formal stand-up presentation - although they could be used for that purpose, if desired.

Rather, these slides are meant to be used as an illustrated presentation that can be emailed to a prospect to review on their own - which will then serve to convey all the important concepts and points you wish for them to understand. Or they can be used as "talking points" for meetings, conference calls, video conferences, etc.

These slides would work in conjunction with a master set of Corporate Overview slides used to introduce your company, speak to an issue, etc. The utility of these slides is their ability to plug-and-play within the context of any other larger presentation.

The content of the slides will be aimed at a decision-maker audience, emphasizing the hallmark CEO communications directive: "If you wish to be understood clearly, use Big Pictures and Little Words."

PowerPoint "abusers" are often guilty of making presentations that are far too complex, wordy - and basically BORING.  These slides will not be guilty of these transgressions.  They will be designed to create strong impressions and memorable images.

Summary of the Foundational Artifact Deliverables of the Collateral Kit

Optional Artifact Deliverable Details

Case Study

This item isn't included in the Foundational Artifact Collateral Kit due to the fact that it is intended to profile an actual Customer Success Story, and in the case of any new product or service, you might not have any yet.  Having an actual referenceable customer to interview and profile is a prerequisite for the creation of this artifact.

A Case Study would consist of:

• A Background Profile of the Customer to establish Context and Applicability

• A Discussion of their Original Business Problem prior to Your Solution

• A Discussion of How Your Offering Addressed Their Business Problem

• Citation of Specific Benefits the Customer Enjoyed from Your Solution after Implementation (e.g. removal of a business obstacle, Increased Revenue, Beating a Competitor, etc.)

• A Narrative of How the Case Progressed from Problem to Solution

• A Lessons-Learned Correlation of the Case as an Illustration for Others

• An Endorsement Blurb from the Customer as a Conclusion

The Extended Brochure

This type of document is intended for products or services that are much more complex and detailed in nature, offerings that require more in-depth explanation and illustration.

This artifact may be appropriate for product Sets or Lines, or multi-phase professional service offerings, and may also be inclusive of Optional items and Accessories, Pricing Charts or Rate Cards, etc.

This particular artifact is not synonymous with the 4-6 page Solution Profile, although it may some contain common elements, and is quoted separately as an Optional item.

Press Release

This item would be a single product- or service-specific Press Release copy, announcing the release or launch of the new product/service, consisting of:

• Compelling Newsworthy Title
  
   

• Intriguing Short Summary
  
   

• Body Copy & Tags

This Press Release may be distributed via your normal distribution channels, or JPE can release it on your behalf (additional fees may apply for paid distribution).

Direct Mail Campaign Copy

Email Campaign Copy

Direct Mail & Email Campaign Copy

Website Landing Page Copy

All four of these items are optional parts of a targeted outbound marketing campaign to either generate general awareness of your new product or service, generate leads for it, or both.

Such a campaign may consist of either a Direct Mail piece, an Email Blast to a targeted prospect database (not included), or Both.

A corresponding recipient response landing-page would also be created to facilitate an offer, provide information, or accommodate any other action as part of the campaign.

Campaign strategy and planning is not included in this artifact development and would be a separately priced deliverable.

Collateral Kit Pricing | RATE CARD

All pricing above, with the exception of the Extended Brochure, is offered on a Fixed Price basis, regardless of actual time required to complete the item. For example, if an Introductory Data Sheet actually required 6 hours to complete, the price would still only be $400. The same policy applies to the entire Foundational Artifact Set.

Data Input Requirements

The following items would need to be provided to JPE in order for us to prepare the Collateral Kit and all deliverables. All items below would be discussed in the initial consultation prior to artifact development engagement.

1.    Name of Product or Service

2.    General Description of Product / Service - What is it?

3.    History and Background of Offering - Why does it exist?

4.    Existing Available Documentation, if any

5.    Target Audience/User/Vertical or Horizontal Market Segment - Who would want this?

6.    Market Analysis Data, if available - What's the Battlefield?

7.    Primary Benefits or Purpose of Offering - What Business Problem Does it Solve?

8.    Competitive Analysis (Compare and Contrast) Why is it better?

9.    Does the Offering Enable any particular Capability? If so, what?

10.  Detail of All Deliverables and How the Offering is Delivered - What EXACTLY does the customer get if they buy it?

11.  Specifications and Limitations - Quantify all Parameters

12.  Dependencies, Prerequisites, or Restrictions by Customer - What do you have to watch out for and be mindful of?

13.  Are there Existing Customers for this Offering or is it Brand New (none)?

14.  Availability - Time from Signed Contract to Enjoying Benefits

15.  Standard Pricing Plan

16.  Any Pricing Incentives?

17.  Assigned Product Marketing Manager's Name and Contact Info (who can answer specific offering related questions)

18.  Marketing Dept. Name and Contact Info (who will receive and implement the deliverables)

19.  Pictures, Graphics and Diagrams

20.  Corporate Style Sheet / Themes / Artistic Conventions (with samples)

21.  Corporate Contact Info, Address, website, email, etc.

22.  Other pertinent Information

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