The document outlines a client project plan to create an informational booklet about the Salt Creek Nature Sanctuary for The Oxford Society. It details the purpose, audience, needs, challenges, objectives, work breakdown structure, teams/roles, communication plan, and deliverables for the project. The student team will research and develop content about the sanctuary, monarch butterflies, hummingbirds, and the Day of the Dead celebration to include in the booklet. They will also design the layout and have the booklet printed to present to the clients in May.

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TO: Dr. Don Kaufman, Executive Director, The Oxford Society
Ms. Cecilia Franz Berg, President of the Board of Trustees,
The Oxford Society
DATE: March 12, 2015
COPY: Dr. Jean Lutz
FROM: English 415 Senior Capstone Students
SUBJECT: Client Project Management Plan—The Salt Creek
Nature Sanctuary Booklet
Thank you for meeting with our English 415 Senior Capstone class and for outlining the
values and purpose of The Oxford Society, specifically in regards to the Salt Creek
Nature Sanctuary. The information that our class gained during this meeting was vital to
our understanding of this project and all that it entails. We look forward to creating a
booklet that will inspire people to take interest in the Salt Creek Nature Sanctuary, its
conservation efforts, and the annual celebrations of the cycle of life.
So that we can ensure that we agree on our goals for this project, this memo addresses
our understanding and the specific activities that we will consider as we complete this
project. These topics include the following: Purpose, Audience, Your Needs and
Outcomes, Our Challenges, Usability Objectives, Preliminary Plans for Design and
Content, Work Breakdown Structure, Project Teams and Roles, Communication Plan,
Client Participation, and Deliverables.
OUR PURPOSE
For this project you have asked us to create a booklet concerning the Salt Creek Nature
Sanctuary. We understand that t he Salt Creek Nature Sanctuary will be managed in
perpetuity by The Oxford Society, which, like the sanctuary, is an organization
committed to encouraging and improving animal conservation and education. You have
requested us to include information about how the migration patterns of monarch
butterflies and ruby-throated hummingbirds would tie into a celebration of the Day of
the Dead. Furthermore, we have been challenged to include information about the
sanctuary, and to determine the best time to hold its celebration of the Day of the Dead.
OUR AUDIENCE
We understand that the intended audience consists of a broad spectrum of people,
including those who have an appreciation and perhaps even support conservation or
simply appreciate the beauty of nature and its many phenomena. The monarch
butterfly, ruby-throated hummingbird, and the nature of their migration patterns will
pique many people’s curiosity. We hope to help you expand to a larger audience that
would be interested in the beauty of the sanctuary and the events that are currently
being planned.

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YOUR NEEDS AND OUTCOMES
This booklet will inform, persuade, and engage readers about the monarch butterfly and
the ruby-throated hummingbird while emphasizing the importance of these creatures to
a celebration of the Day of the Dead. The Salt Creek Nature Sanctuary will be the
common thread among the other aspects of the booklet. Our deliverable will encourage
the readers to get involved and to spread the word about the Day of the Dead
celebration, which will be tied with and take place at the Memorial Garden within the
sanctuary. The booklet will focus on the joy and love of the Day of the Dead celebration,
and will use positive and joyful images to convey these feelings while involving both of
these animals as well as images that are traditional to the Day of the Dead celebration.
We also hope that the booklet will inspire readers to donate to The Oxford Society in
order to help protect and maintain the Salt Creek Nature Sanctuary.
OUR CHALLENGES
The Salt Creek Nature Sanctuary is a non-denominational organization. Therefore, we
will be careful to make sure our booklet is not biased toward any particular religion or
belief system. We will ensure our work is original and we are not borrowing any
phrasing from outside sources without credit.
USABILITY OBJECTIVES
Below we outline the three types of objectives that will drive our usability testing:
performance objectives, which describe what behaviors we want to observe the user
performing; attitudinal objectives, which will take the form of questions given to the
user to gather feedback about the booklet; and document objectives that state our
current goals for users based on what we already know about them.
Performance Objectives
• We want the user to be able to talk about the sanctuary with interest.
• We want the user to be able to move through the booklet, easily following the
hierarchy of information we present.
• We want the user to be able to point out the location of the sanctuary on a map.
• We want the user to seem interested in the booklet.
Attitudinal Objectives
• What is your attitude toward conservation?
• Are you interested in the subjects discussed in this booklet?
• Is the booklet easy to read?
• Do you understand the concept of the Day of the Dead explained in this booklet?
• Do you understand the information about monarch butterflies explained in this
booklet?

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• Do you understand the information about ruby-throated hummingbirds
explained in this booklet?
• What is your attitude toward death?
• Has your attitude towards death or Day of the Dead changed after reading this
booklet?
• Is this booklet visually appealing?
• Did you relate to the material included in this booklet?
• Do you like the color scheme used in this booklet?
• Are you more likely to visit the Salt Creek Nature Sanctuary after reading this
booklet?
• Are you more likely to want to bury your ashes at the Memorial Garden after
reading this booklet?
• Are you more likely to attend the Day of the Dead ceremony at Salt Creek Nature
Sanctuary after reading this booklet?
• Are the graphics/pictures in the booklet informational?
• Are the graphics/pictures in the booklet helpful to your understanding of the
material?
• Does the color scheme fit the subject matter of the booklet?
• Do you feel it is important to conserve the annual migration of monarch
butterflies and ruby-throated hummingbirds?
• After reading the booklet, I want to be part of the conservation effort.
• After reading the booklet, I want to learn more about the Day of the Dead.
• Is the text featured in the document readable?
• Is the amount of text in the booklet overwhelming?
• Is there an appropriate balance between graphics and text?
• Do the graphics and text coordinate with each other?
• Do you feel like you are a member of the audience addressed in this booklet?
• Did the booklet keep your interest all the way through?
• Do you know how to contact about receiving more information about the
information detailed in the booklet?
• Do you know how to contact about receiving more information about the events
detailed in the booklet?
• Do you know what important events take place at the sanctuary after reading this
booklet?
Document Objectives
• Based on what we know about our users, we want to make sure that the
information included is accessible and can be understood by anyone reading at or
above a high school reading level.
• Based on what we know about our users, we want to be sensitive about religious
affiliation.

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• Based on what we know about our users, we want to use images that portray the
Day of the Dead as a joyful celebration.
• Based on what we know about our users, we want to make sure they can relate to
the information in the booklet.
• Based on what we know about our users, we want to make sure they can relate to
the designs in the booklet.
• Based on what we know about our users, we want to ensure that the information
we provide will keep the viewer’s attention.
• Based on what we know about our users, we want to be sensitive about the
origins of the Day of the Dead celebration.
WORK BREAKDOWN SCHEDULE
The following is an ordered list of the tasks we must accomplish for this project to meet the
objectives and be completed on time.
Conduct Research
• Meet with clients
• Read or view the following: Smithsonian’s Los Dias de los Muertos
• Nova’s The Incredible Journey of the Butterflies, The Cincinnati Nature Center
Milkweed for Monarchs poster; several articles on migration and appeal for endangered
status
• Read from June Osborne's The Ruby-throated Hummingbird and Robert Sargent's,
Ruby-throated Hummingbird
• Read from Marchi’s Day of the Dead in the USA
• Examine the origin and significance of the Day of the Dead
• Understand clients’ goals for the booklet
Set Objectives
• Set usability and performance objectives
• Determine attitudinal objectives
• Establish document objectives
Plan Project
• Plan booklet content; decide on overall content and order of presentation
• Determine design and writing teams
• Determine individual team members’ roles
• Choose the size of the booklet
• Make preliminary decision about number of pages
• Determine the weight and finish of paper
• Discuss information to be included in sections
• Establish file handling protocol so everyone has access and the files are properly
backed-up after all changes

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Draft and Design Booklet
• Produce team mockups with booklet title and initial concept(s) for graphics and colors
• Finalize decision about booklet paper, color, texture, weight, opacity
• Choose color scheme for booklet
• Find/create relevant and engaging graphics
• Pick fonts
• Draft layout of individual pages, especially being mindful of space for text and graphics
• Meet with print center personnel to discuss final printing needs
Create First Draft
A. Write
• Create an ever-evolving style sheet
• Outline relevant information
• Determine hierarchy of information
• Assign topics - each team member or pair should be assigned a topic that should
include, where appropriate, cultural significance, natural history, and explanation
• Determine an approximate word count for each text section
• Write content for major sections
• Edit content
• Create folders for updates and dated and time-stamped drafts
• Edit content to fit in layout
B. Design
• Create booklet container in InDesign, Illustrator, and Photoshop
• Find graphics
• Choose graphics and document proper attribution
• Modify graphics
• Choose and refine choices of fonts, font styles, and sizes
• Prepare text containers
C. Combine Text and Graphics
• Edit text to fit design style and layout
D. MARCH 31 – Reviews by Brianna Doxsey and Jean Lutz
APRIL 7 - DRAFTS DUE TO YOU FOR ALPHA REVIEW
APRIL 9 - ALPHA REVIEW
Revise Booklet and Prepare for Usability Testing
• Decide which usability principles apply to the booklet
• Create usability testing materials according to objectives set
• Contact clients to schedule testing with users
• Print beta version of booklet for usability testing
• Draft consent form for participants

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• APRIL 21 – Usability Testing
• Analyze testing results
• Determine how to address issues raised from testing
• Revise booklet design and text and/or copy as needed based on usability testing results
Finalize and Print Final Document
• Print presentation drafts
• APRIL 23 – BETA Presentation to You
• Make final revisions as per meeting with clients
• Complete a closeout report
• Take final drafts to print center for printing
• Provide dated digital files for faculty and clients
• Print final document
• Write class reflection
PRELIMINARY PLANS FOR DESIGN AND CONTENT
As a class, we are committed to designing, writing, testing, and producing a booklet with
graphics and text that we hope will engage those new to, and already familiar with,
aspects of the conservation mission and activities of the Salt Creek Sanctuary and the
Oxford Society, the migration patterns of the monarch butterflies and the ruby-throated
hummingbirds, and these creatures’ roles in the planned Salt Creek day of the dead
celebration.
As part of preliminary planning for creating the booklet, we have, as members of four
teams, been thinking about potential designs and contents, including making very rough
mock-ups of covers, colors, and inside pages. While these designs are not well developed
enough to share with you now, we have gotten some ideas of what a booklet might look
like and include.
Design: Some teams have gravitated toward fall colors and jewel tones. These colors
resonate with the season of the proposed celebration and echo the colors of the
butterflies, hummingbirds, and nectar flowers in the sanctuary.
Two teams’ designs feature colorful skulls on the cover, and, of course, isolated or
“group” pictures of butterflies. One cover graphic featured the Portrait Tree as a way of
connecting readers immediately to the sanctuary and its brochure.
Two other designs suggested serious, but more invitational text for the cover: One idea,
“The Salt Creek Nature Sanctuary Invites You. . .” leads to side tabs completing the
phrase as follows … “to the SCNS and conservation”; “to Animals, Flowers, and
Migration”; and “to a Day of the Dead Celebration.” Another cover suggested,
“Celebrating Life . . .Forever.”

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Content: In preliminary conversations about contents, teams discussed including the
mission and ownership of the Salt Creek Nature Sanctuary and Oxford Society and a
description of the Memorial Garden and other places in the sanctuary that could be
appealing for those who might wish to have their ashes placed there. Of course,
information about the natural history and migration patterns of the monarch butterflies
and the ruby-throated hummingbirds were suggested. And though, not necessarily in
this order, one group added that a discussion of migration would lead writers to discuss
the annual Day of the Dead celebration you plan.
We welcome preliminary comments on these rough ideas, guidance as we go forward,
and more specific reactions at our meetings on April 9 and 23.
PROJECT TEAMS AND ROLES
For this project, we have created two teams that will together cohesively produce the
booklet. Each class member completed a skills inventory to determine each
individual’s best assets and in what regard those assets would be best put to use for
creating the booklet. Experience and background in prior projects were taken into
consideration.
A writing team will take charge of researching information and creating the text of the
booklet. These team members are Dani Barto, Ryan Bundy, Nick Daniel, Kaitlyn
Ketring, Kristina Labun, Matthew Niles, Britt Prescott, and Andrew Yde. The writing
team will be assisted by Jean Lutz.
A design team will select graphics and determine the design for the cover and inside
pages. These team members include Nick Bartunek, Joey Battista, Allison Gnaegy,
Laura Hower, Brianne Kistler, Maeve Methany, Jenna Presar, Joey Shapiro, and James
Robertson. The design team will be assisted by Brianna Doxsey, a senior at Miami
University majoring in graphic design and a consultant to this team.
Both teams are excited to use their skills to create this booklet, and are grateful for the
opportunity to work with The Oxford Society and the Salt Creek Nature Sanctuary.
COMMUNICATION PLAN
We will conduct all communications between you and our project team members
through our email listserv—415A@LISTSERV.MIAMIOH.EDU. We believe that the use
of a listserv ensures everyone involved with the project receives new project information
as quickly as possible, without duplication of questions or responses. We thank you for
being willing to communicate in this way.
CLIENT PARTICIPATION . . .

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DELIVERABLES
We will tentatively present you with three professionally printed booklets on May 7,
2015. We will also provide two flash drives or CDs that will contain our booklet in In-
Design (INDD), along with any satellite text, graphics, and designs in Word, Illustrator
(AI) and Photoshop (PS). These file formats will ensure that the text and the
accompanying links may be edited or revised.
The finished format, a print-ready PDF file, will ensure that you will be able to print
additional copies.
Finally, a closeout report that will guide you to fonts, colors, and materials in each
program will accompany our completed booklet.
If you agree to our proposal, our team agrees to produce the booklet contents and design
with the scope and objectives we have laid out above. Along the way, we will work with
you to ensure accuracy and adherence to the Oxford Society and Salt Creek mission. We
will also welcome your suggestions for the content and design of the booklet. By signing
below you agree that this proposal is satisfactory and authorize us to being work on the
booklet.
_______________________________________________________
Dr. Donald Kaufman Date
_______________________________________________________
Ms. Cecilia Franz Berg Date