A response to your May 4 RFP. One website that helps your six audiences find what they came for.
A detailed proposal for the redesign of ferncliff.org. Built around the multi-audience problem at the core of your RFP.
Six audiences. One homepage. Every visitor routed in two clicks to what they came for — a camp session, a lodging tour, a campaign to give to, a class to enroll their kid in.
I read your RFP six times. Five lines kept pulling me back. Each one shaped a specific part of this proposal.
This is the whole problem. A first-time camper parent and a corporate retreat planner have almost nothing in common, but they both land on the same homepage. The new homepage asks one question on the first scroll and routes from there.
This rules out anything custom your team would need a developer to maintain. The new site is built so your team owns it. New campaign next month? Drag a block in. Photo swap? One click.
Those three actions live in three places on every page. A header button. A sticky bottom bar on mobile. A page-level CTA at the bottom of every program page. A ready visitor never has to hunt.
Good. Not pitching you a bespoke build. Every component is a reusable block your team can rearrange. The design has a point of view, but nothing is locked in.
Phase 1 ships in October at $16,500. If you want to add more after launch, we can scope it then with full clarity on what's actually needed.
The current site asks visitors to figure out where they belong. The new one tells them.
Under the hero, the homepage asks: where do you belong? Six visible cards. Camp. Retreats & Conferences. Nature School. Outreach. Giving. Store. Same six items from your RFP Section 5, same order. Each card has a photo, a serif heading, and one clear next step.
Click any card and you land somewhere built for you. A parent sees registration dates and first-time camper resources. A retreat planner sees lodging options and capacities. The homepage does the routing once so the rest of the site can be specific.
Ferncliff has more than 100 pages. The mega-menu in the demo surfaces them all in five clean dropdowns. Each dropdown has three columns and a photo card. Someone looking for "Belden Pond Cabins" specifically gets there in two clicks without going through the homepage. The Pathfinder is for browsers. The mega-menu is for people who already know what they want.
Register. Inquire. Give. Sticky at the bottom on mobile. In the header on desktop. A ready visitor never has to scroll to find what they need.
You're 89 years old. That matters. Families enroll kids in sleepaway camp because they trust the place. The new site puts that trust in the wordmark, the hero, a dedicated heritage band, and the footer. Not loud about it. Just present.
New copywriting. Custom photography or video. Branding work (your existing mark stays). A native app. Translation. Ongoing maintenance after launch (available separately).
Same homepage. Same templates. Same launch date. Two different posture choices for how your team maintains it. Pick during discovery.
Both ship at the same price and the same timeline. The decision is about what your team prefers to live inside for the next decade. We'll look at both during discovery and pick the one that fits.
Hosting and any required licenses are pass-through either way. Setup and ownership move to you at launch.
Section 4 of your RFP names five tools. Each keeps doing what it does best. The website routes visitors to them cleanly.
Per your RFP, integrations are kept as deep links by default. If a deeper embed would clearly help, I'll flag it during discovery.
Your RFP says kickoff June 22, launch October to December. This plan lands the launch on October 27. Early in your window. Buffer for surprises.
$250/month. CMS and plugin updates. Backup monitoring. One hour a month of content help. Cancel any time after the first three months.
Net-15. ACH, check, or card. Hosting and any required plugin licenses are pass-through and billed by you directly.
Me. I work solo. One point of contact. One person accountable.
Most agencies your size are pitching you a project manager, a designer, a developer, and a content lead. Four people, four schedules, four invoices, four chances for things to fall through the gaps. You don't need four. Your budget can't really cover four either.
I handle every phase. Discovery, sitemap, visual design, development, accessibility, content migration, handoff. You talk to me on everything. No handoffs because there's nobody to hand off to.
My background is full-stack design and development for small teams and mission-driven orgs. I write the CSS, the back-end code, and the documentation. I run a software business that manages a lot of systems day to day, so I'm comfortable owning the whole thing on a project this size.
Your RFP asks for examples of building for mission-driven orgs and for sites that serve multiple audiences. Here are two I built.
A nonprofit memorial foundation site. Serves donors, volunteers, scholarship applicants, and family members from one home page. The IA was the same problem you've named: how do you welcome very different visitors without flattening any of them. The site routes each audience to the next step they care about and keeps the foundation's story consistent across all of them.
Why it matters here: nonprofit website, multi-audience routing, single-person to design + build + ship.
The software business I run day to day. A platform serving four user types from one product. Residents, sober-home owners, family members, and admins. The original navigation crammed every role into one sidebar. The redesign gave each role its own dashboard while keeping common actions consistent across all four.
Why it matters here: I manage a lot of systems and have deep expertise in the kind of architecture your RFP describes. Live in the Apple App Store as of April 2026. Used by 40+ organizations.
Both solved the exact problem in your Section 1: clarity for a multi-audience site, plus a CMS the team can actually run after launch. Both shipped on time. The Pathfinder pattern in your demo is a direct application of what I learned on these.
I'd like to build this.
The line in your RFP about a site that "serves multiple distinct audiences without oversimplifying the organization's work" is what kept pulling me back. It's the exact thing I'm best at. The demo at ferncliff.alecrodriguez.net is the most direct way I can prove that without making you read another twelve pages.
Ferncliff is 89 years old. The next 89 deserve a site that's as clear as the place itself. A parent should find the right camp session in two clicks. A retreat planner should see lodging options in one scroll. A donor should give to the campaign they care about in three taps.
Whatever you decide, thank you for the RFP. It's one of the clearest scope documents I've worked from.