Wednesday, May 28, 2014 | 3:50 PM - 4:50 PM
on the Client’s Hat: Compelling, Client-Focused Content Meets Page
Webb Graphic Design
Beverley Sinclair, CF APMP
President, Sinclair & Associates
This session offers
tools and techniques to significantly improve the quality of both the content
and the visual component of proposals and other business
To stand out, a proposal must be more than compliant. The more
client-focused and responsive a proposal is—beyond addressing stated
requirements and evaluation criteria—the more compelling it will be. We’ll
discuss what should be considered during the proposal planning process, and
introduce tools and techniques that can make proposals more compelling,
including how to identify unstated requirements, issues, and concerns.
We’ll then look at the pages themselves through the lens of Page
Architecture. Understanding how a reader takes in information enables you to
create pages that accommodate hard-wired predispositions and preferences.
Strong page architecture also conveys competence, clarity, and polish. Using
visual examples, we’ll define Page Architecture, examine typical problem
areas, and discuss ways to finesse important details.
Webb is a Visual Communication Strategist and owner of Nancy Webb Graphic
Design. For 30 years she’s created identity systems, collateral, and
books—and developed design directions and long-term strategies—for a wide
variety of clients. Her unique blend of expertise in branding and books, and
her immersion in text design, have proven ideal for designing proposals. Her
passion for helping businesses improve their own visual communication fuels
her enthusiastically received seminars and trainings.
Sinclair, CF APMP has been writing, editing, and managing proposals for more
than 25 years, helping clients in Hong Kong, Italy, France, and Mexico—as
well as in the U.S. and Canada—win new business in highly competitive
environments. She has taught proposal development and other business and
marketing communications courses at organizations such as the University of
Ottawa and the Schulich School of Business Executive Education Centre, as
well as in-house at client sites. Her company is Sinclair & Associates.
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