Course Project Proposal: Kzoo Cat Café and Rescue

Julia M Hicks|640 S Howard St. Kalamazoo, MI 49006|517-392-3160|julia.m.hicks@wmich.edu

2/5/19
Abbey Thompson
Owner
Kzoo Cat Café and Cat Rescue
1128 W Michigan Ave
Kalamazoo, MI 49006

Dear Abbey,
I am writing you today to propose a partnership between The Kzoo Cat Café and Rescue and me. I
hope to help guide your organization in external communication by producing documents and
developing strategies of correspondence, with your partnership. I will work to help maximize your
organization’s style, persona, and brand identity. The project should improve communication
between you and your business affiliates by capturing and crystalizing the common tone, voice, and
vibe of your organization. At the end of this project, you will receive at least four deliverables that
you will be welcome to adopt for your organization’s use.

Deliverables:
Through the course of this project I will present you with deliverables, hard copy texts that can be
implemented for organizational use. Please find a list of these deliverables below and subsections
that justify the deliverables below this list. These justifications are based on my research of the
Kzoo Cat Café and Rescue’s website and social media and my multiple personal experiences with the
organization.
1. The proposal – this proposal is to give you a description of what your involvement in this
project means (what you will gain and any assistance I may need from you.). The proposal will
need to be approved by you before I may proceed with the project.
2. A four-part Persona Profile
3. A Style Guide
4. An Identity Package (3-4 parts)
a. 1 letterhead set
b. 1 informational piece (brochure, newsletter, menu, etc.)
c. 1 take-away/leave-behind piece (business card, bookmark, magnet, etc.)
d. 1 item of organization’s choice. We will have to collaborate on what is wanted and
what is possible.
5. Usability Audit and related documentation

Persona Profile
• This profile will offer my impression of the communication that occurs within the
organization. This feature of the project is comprised of four sections – Profile via Adjectives,
Profile via Images, Profile via characterization, and Profile via Research Report.
Identity Package
• The deliverables presented for the Identity Package will be developed based on research.
Some examples and ideas include: thank you/appreciation/support letter to be sent to
adopters, advertising flyer targeting the college population in Kalamazoo, laptop stickers,
frequent visitor/rewards punch card, informative brochure to leave in hotel lobbies, updated
business cards, pens, referral card with “menu” items, cat facts, organization’s stats (how
many cats adopted since establish, homeless cats, etc.)
Style Guide
• This deliverable is for internal use. It will be a guide to cohesive professional communication
and detail the parameters for internal communication.
• It will also steer internal communication choices as they relate to color, typography, images
and layout.
Closing Usability Audit
• This audit will be a full report memo reflecting on the usability and practicality of the work
accomplished during this project. Usability will be determined by the testing of the given
deliverables. The Usability Audit will also include any related documentation needed for the
closing steps of this project.

The examples given above are not binding; nothing listed is final and all decisions can and may
change based on research.

Research:
My research of the organization is needed to understand the already-existing communication (what
kind, how, what about, when, with whom). This research will allow me to assess what is needed and
what would be the most beneficial to the organization. For the Persona Profile two (minimum)
different interviews with personnel internal to the organization as well as two (minimum) different
interviews with members of the organizations target audience (adopters, community members,
affiliates, partners, employees, volunteers). My research requires observation of context, workflow,
and composing. I would also like to request access to existing documents used for communication in
order to analyze them. I may also require communication and research outside of the initial
interviews; this may be via email, phone or in-person meetings. As stated before, the deliverables
presented can and may change based on the results of this research. No changes will be finalized
without consent from all parties.

Schedule:
Approval of this proposal by all parties: Feb. 14

Completion of research: Mar. 13

Delivery of persona profile: Mar. 19

Delivery of identity package: Apr. 9

Delivery of style guide: Apr. 9

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