I worked with the National Association of Social Workers Illinois Chapter for nine years. This site was unusual in that it represented the only chapter in the NASWIL network, including the national office, that had its own custom site. Their existing site, which was plagued with broken code, broken images, and a cobbled together mess of information was made more difficult due to a Microsoft platform that would not allow them to expand the site or even adjust the navigation. 
I was hired to help them completely overhaul the site, improve the UI and overall user experience, and put them on a new content management platform that allowed them the flexibility to expand and manage content with ease. I completed the initial CMS development, but eventually brought in a developer to handle ongoing upgrades and feature requests.
I worked closely with my client to reorganize a very deep, content-rich web site, providing paths for multiple user types to find relevant information as easily as possible with the knowledge that the vast majority of the organization's users were web-challenged ... That included both the site managers as well as the end users.
Among the customizations requested, was flexible "ad" space for paid promotions and advertisements. Expression Engine allowed me to build in multiple ad spaces throughout the site, in the primary content area, as well as the sidebar, that could be hidden as needed. 
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