Engagement 01 · Economic development · Digital systems
From website project to institutional digital stewardship.
What began as project support in late 2017 became an 8+ year digital relationship spanning four properties — three purpose-built and managed, and the current flagship inherited through an agency handoff and now under ongoing stewardship.
- 2017 — Current
- 8+ year partnership
- Economic development
- Digital systems
At a glance
- Engagement span
- 2017 → Current
- Continuous relationship
- 8+ years
- Digital ecosystem under stewardship
- 4 properties
- Operating model
- Rebuild → stewardship
Active in 2026
3 developed + managed · 1 inherited + managed
These describe the shape and duration of the relationship. Performance, traffic, and conversion figures are deliberately omitted — this page reports only what the engagement record supports.
01 — Context
The relationship outgrew the original scope.
The engagement started in late 2017 as project support on an existing website. It did not stay there.
01
Project support
December 2017. Hands-on work on the site as it stood, alongside the organization's existing marketing priorities.
02
Migration
By January 2018 the site had been moved off Web Hosting Hub onto infrastructure capable of supporting a serious rebuild.
03
Formal rebuild
In November 2018 Choose New Jersey moved forward with a formal agreement for a full rebuild of the site as it existed then — an earlier flagship, since superseded.
04
Stewardship
The relationship continued past that build. The present ChooseNJ.com was produced later by another agency and handed off; it is now managed alongside three purpose-built properties.
02 — Scope
A platform that had to keep evolving.
Platform & CMS
01- Earlier flagship rebuild; current flagship under stewardship
- Purpose-built properties developed and managed
- Ongoing WordPress development and custom modules
Content operations
02- Structured ACF content architecture
- Editing experiences built for internal staff
- Routine content changes without developer involvement
Infrastructure
03- Server and hosting migrations
- Cloudflare configuration and optimization
- Server-side caching and TTFB troubleshooting
Measurement
04- Analytics and tagging via Google Tag Manager
- Structured data
- UTM persistence and dataLayer work
Integrations
05- Gravity Forms
- HubSpot forms and embeds
- Lead-form tracking and measurement
Campaign experiences
06- NewNJ.org and innovation.choosenj.com
- thisisnewjersey.choosenj.com and related properties
- Editorial and program content modules
Reliability
07- Performance and security troubleshooting
- Caching conflict resolution
- Vendor and platform coordination
Digital ecosystem
One institution. Four digital properties.
ChooseNJ.com
Managed · Agency handoff
The current flagship site. The present version was redesigned by another agency and later handed off; it is now under ongoing technical stewardship.
NewNJ.org
Developed + Managed
Purpose-built property with structured ACF content editing for the internal team.
innovation.choosenj.com
Developed + Managed
Purpose-built innovation and initiative property with structured ACF content editing.
thisisnewjersey.choosenj.com
Developed + Managed
Campaign and sector-focused property with structured ACF content editing.
Amazon HQ2 · Newark bid
2017–2018 · Selected initiative
Contributed web development and technical support to the dedicated digital property supporting New Jersey’s Amazon HQ2 effort as Newark advanced to Amazon’s 20-city finalist stage.
Project records repeatedly reference the dedicated “Amazon site.”
Content operations
Built for the public. Designed for the team behind it.
The three purpose-built properties use structured ACF-powered editing experiences, so Choose New Jersey staff can manage recurring content safely and predictably — without a developer in the loop for routine changes.
03 — Operating model
Stewardship, not handoff.
Over eight years, the organization's priorities changed, campaigns launched and retired, analytics requirements shifted, vendors came and went, and infrastructure moved. The platform had to keep working across all of it.
That means being the continuity between marketing, IT, and outside vendors — translating what one side needs into what another side can support, and holding enough history of the system to know why it was built the way it was.
Continuity
One party who has held the system's history since 2017.
Cross-functional
Work spanning marketing, IT, analytics vendors, and hosting providers.
Diagnostic
Performance, caching, and tracking issues traced to cause rather than patched at the surface.
Incremental
Capability added as the institution needed it — not in one large replatform every few years.
04 — Recent work
Recent work, same operating model.
2026 · Event Grant module
Custom backend fields and front-end logic for the Event Grant page and module — built into the existing CMS so the team can operate it without a developer.
- Event date ranges
- Venue data
- Custom ordering
- Responsive display logic
- Editable external CTAs
- Structured content behavior
05 — Timeline
Eight years, one continuous thread.
Late 2017
Project support
Initial engagement documented in December 2017 as hands-on support on the existing website.
Early 2018
Infrastructure migration
By January 2018 the site had been migrated off Web Hosting Hub onto infrastructure that could carry the work ahead.
November 2018
Formal rebuild agreement
Choose New Jersey moved forward with a formal agreement for a full rebuild of the ChooseNJ.com site of that era — an earlier flagship since superseded by the present version.
Post-rebuild
Ecosystem expansion
The footprint widened beyond one site: NewNJ.org, innovation.choosenj.com, and thisisnewjersey.choosenj.com were developed and taken into ongoing management, each with structured ACF-powered editing for the internal team.
2024 — 2026
Measurement, integrations, performance
Analytics and tagging, structured data, Gravity Forms and HubSpot integrations, UTM and dataLayer work, Cloudflare and caching troubleshooting, lead-generation measurement.
2026
Active stewardship
The current ChooseNJ.com — redesigned by another agency and later handed off — is managed alongside the three purpose-built properties, with custom backend fields and front-end logic for the Event Grant module the most recent example.
What this engagement demonstrates
Long-term institutional trust, earned in stewardship.
01
Institutional trust
An eight-year relationship with a statewide organization, still active in 2026.
02
Systems thinking
CMS, infrastructure, measurement, and integrations treated as one system rather than separate tickets.
03
Cross-team fluency
Work conducted across marketing, IT, and third-party vendors without a translator in between.
04
Multi-property stewardship
Four properties held under one operating model — three built in-house, one inherited and stewarded.
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