A corporate capabilities package, also referred to as a “corp capes,” is a collection of informational resources that describes and serves to market a company’s products or services.
Contents
Contents
The standard corporate capabilities package may include a letter from the CEO, mission statement and/or vision statement, fact sheet and/or brochure, staff bios, client list, case studies, client reference letters, press releases, and press coverage. The length of a corporate capabilities package varies from company to company, but should be kept as concise as possible.
Audience
Audiences include business prospects, the press, potential employees, bankers, and other strategic partners. The package may be used as a leave-behind at meetings or as an offer for direct mail or email campaigns.
Design and Distribution Considerations
Similar to a business card or letterhead, a corporate capabilities package also works to establish and support the brand identity of the company. This product can often be the first contact the recipient has with a company, therefore it can make an important first impression. The package’s design and presentation should be clean, well organized, and easy to follow.
Most companies find it useful to offer a capabilities package in both printed and electronic form. The printed version may be bound or may consist of a folder that holds the contents, allowing each piece to be updated as needed (without the expense of reprinting the whole package). In addition, electronic versions may be made available for PDF download from the Web or sent via email.
Other Considerations
Companies often find it worthwhile to hire a PR firm or freelancers for the time-consuming job of producing a corporate capabilities package. Either way, in order to facilitate the process, a company typically assigns an internal person to gather company information, case histories, and references.