SUCCESS CASE SPOTLIGHT: New Jersey Department of Agriculture
Established in 1984, by the New Jersey Department of Agriculture, the Jersey Fresh logo and campaign was designed to inform consumers which fruits and vegetables were grown in the Garden State. Jersey Fresh is the oldest and arguably most successful State branding program in Amercia.
The State-developed website was hard to keep fresh as it was a nightmare to maintain on the backend. It was not user-friendly on the front-end as well, making it extremely difficult for eager consumers to find where fresh, locally grown produce is available.
The State of New Jersey needed to redesign the government website so that it will become the go-to resource for those people interested in supporting local produce and farming businesses in New Jersey.
Princeton Partners and the New Jersey Department of Agriculture sought Key Medium’s expertise in creating successful digital experiences to radically rethink the new website. Our joint team of experts transformed Jersey Fresh into a fully realized online experience designed to inspire residents to take pride and feel excitement in bringing the best of what local farms have to offer into their homes.
Key Medium worked directly with the Marketing Division to develop a database-driven, user-friendly branded government website – to connect farmers with consumers about the availability and variety of fruits and vegetables grown in New Jersey.
Due to its dramatic overhaul in development, design, brand, and messaging, the new Find Jersey Fresh experience was honored by the Academy of Interactive and Visual Arts (AIVA) with a Communicator Award of Digital Distinction in the Websites – General-Government category. Since launch, the site has generated an unprecedented amount of traffic, engagement, and buzz.
Through their new website redesign and digital strategy, the team behind the brand was able to:
- Attract new consumers with its user-friendly features, with nearly 10k consumers reached in just the first month.
- Enable staff to easily and efficiently keep the new website fresh.
- Transform into an interactive brand platform and digital experience – to assist consumers in experiencing locally grown produce.