How a Revamped Website Is Giving a New Jersey Township a New Digital Identity

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Franklin Township isn’t the best known local jurisdiction in the state of New Jersey, a state known for its multitude of local governments, including three other Garden State localities that are named “Franklin.”

That’s even true for many of the residents who live there because locals often identify more with one of the township’s individual villages and towns, which stretch over roughly 46 square miles in an area between Princeton and Edison.

But the township government’s revamped website is helping to not just improve how it communicates information and connects with residents, but it’s also giving Franklin a sharp new unified digital identity for those who live inside and outside the township’s boundaries.

“We try to figure out what makes them unique and make sure that’s reflected for those who might only visit the community online,” Ashley Fruechting, director of sales and strategic initiatives for Santa Monica, California-based Vision Internet—which helped the township remake its website—says in a recent video detailing the project.

“Our website was truly behind the times,” Franklin Township Manager Robert Vornlocker Jr. says in the video. Now it has upgraded tools and reorganized information elements, including a new e-notification platform, which allows residents to register for news updates that they are specifically interested in.

“With the new e-notification platform, we feel like we’re giving people the information that they want to get, not just the information that we want to give them,” says Justin Heyman, the township’s IT director, who notes that the website is on track to see a 40 percent visitor increase.

Watch this video featuring Franklin Township’s website redesign:

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