The Rochester Downtown Alliance supports and encourages the commerce and culture of Rochester’s downtown special district. I was contracted to leverage the existing content management system (CityLight) to reorganize, recreate, and revise language and visual content to improve usability and to increase the number of conversions. Completed in July 2024, the updated website now serves as the cornerstone of the organization’s marketing efforts.

Now a hub of information for current school families and a marketing tool to draw prospective families, rcls.net was once a dull, outdated interface for those audiences. My first task as an enrollment & communications director at RCLS in 2017 was to sharpen the school’s brand, but then to redo its website entirely. I contracted Finalsite, a first-in-class school website provider, and set about to make rcls.net the nimble communication tool and attractive marketing collateral it still is today.