While the original static website had a flash image loader that could be perceived as welcoming (by some), the organization’s leadership committee felt that the imagery on the homepage could be misleading for its target audience. When I heard that, I asked who they felt their target audience was, to which I got mixed answers. Some believed that the site should be geared towards its existing members, others felt it should be more geared towards parents. Thus, I proposed reorganizing the site’s content and structure to address both of the aforementioned audiences, as well as potential new members/professionals who were just learning about the organization and who wanted to become more involved. The site should be rich in information for all three audiences and accessible across multiple platforms.