BareBones is a nonprofit visual arts organization. Its premiere event is the Annual Halloween Extravaganza — an outdoor community-created spectacle pageant. The website aims to both advertise the show and promote community support for its production. Thus, the site’s target audiences (generally) consist of show attendees, volunteers, staff, funders, and press. All five groups were considered in the redesign’s planning and analyzing of content, pages, and hierarchies.

The most notable new components included the following: mailing lists (MailChimp) for volunteers and a general newsletter; landing pages for volunteers, job calls, press, newsletter signup, and donations; call-to-action prompts placed throughout top-level and inner pages for production recruitment and newsletter signup; “best of” and/or informative photos and video from the show’s archives used in newly added banners, call-outs, galleries, and links throughout the site.

The aforementioned updates yielded measurable results. During the following show season, when the site is most visited, there was a huge spike in volunteer inquiries (compared to previous years) coming in from the new volunteer landing page. Journalists were also able to download the show’s press kit directly from the Press page vs having to request that information: on several occasions, they sourced (with permission) images or other content for their stories from the photo and video galleries. Links to the newly added videos snippets were also used in a grant application the following year (a simpler process than what was previously used).