Objective
A Tony award winning, not-for profit theatre company with plays on and off Broadway, MTC has three inter-dependent missions: As a not-for-profit it needs to raise funds to encourage the development of new works; as a membership organization it needs to renew and sell subscriptions; as a theatrical production company it needs to promote seven plays each season.

Actions
• Restructured the information architecture and redesigned the site to reflect and support MTC’s mission, giving the site a true homepage that allows MTC to highlight current productions and other news.
• Improved the online Subscription and Renewal process adding functionality and fixing pre-existing bugs.
• Upgraded the design of the individual show sites, making them consistent with each production's ad campaign, added photo galleries, sound and video clips of the onstage production.
• Created an online version of their quarterly members newsletter, simplifying distribution and production, saving printing and mailing costs

Key Results
• After the first two month of operation, the re-configured online Subscription area generated a 1000% return on investment, 7.5% of MTC's income to date.
• The digital version of the membership newsletter, Offstage Online, greatly simplified production and distribution and saved thousands of dollars in printing and mailing costs.
• The web site also became useful source of information for MTC's staff and agencies. Further updates are planned for the coming season.