CMA, Articles

Township wants to make a good first impression

Robbinsville project would focus on improving its image

Monday, May 12, 2008

BY CARMEN CUSIDO

http://www.nj.com/news/times/regional/index.ssf?/base/news-
13/1210565117271070.xml&coll=5

ROBBINSVILLE --The township is a step closer to developing its "brand," having chosen an area communications and marketing firm to help it stand out as a place to eat, shop and play.

Having changed its name from Washington Township at the beginning of the year, Robbinsville hopes to develop a new logo and make other improvements that would strengthen its business community.

Councilman Tim McGough, who is also acting chairman of the economic advisory committee, recommended the Princeton Junction-based Creative Marketing Alliance at Thursday's council meeting after several proposals from competing firms were reviewed. Township Administrator Mary Caffrey said she could sign a purchase order so CMA could begin work on the project, though the proposal may still go before the council at a future meeting for approval.

Before it changed its name, Robbinsville suffered from an identity crisis, as four other towns in New Jersey are called Washington Township and a significant amount of confusion resulted.

Problems ranged from matters as simple as finding the correct Washington Township on a map to getting one's mail sent to the right town to working accurately with official land records.

Following the name-change referendum last year, businesses, township departments, the school system and local library have all pulled the plug on the Washington Township name and willingly made the switch.

McGough said Creative Marketing Alliance reached out to township residents, business owners and chamber members to seek guidance for its winning proposal.

"We thought it was important that they reached out to the residents," said McGough. The fact that the company's chief executive, Jeffrey Barnhart, is from Robbinsville "is a plus" McGough added.

The township has earmarked $25,000 in spending for the marketing initiative. Late last month, the township put out a request for marketing experts who could help develop a branding initiative that would distinguish Robbinsville from other towns in New Jersey and other economic centers in the Mercer County area.

The township has cited four goals: increasing the number of businesses in the township, improving the vitality of existing businesses, raising the identity of the township "as a good place to work, shop, dine and visit," and offering similar business opportunities for "joint marketing initiatives."

The first order of business for Barnhart and his firm is to create a new township logo -- the old township logo has Gen. George Washington on it, after the township's former name. The new logo would be unveiled at the Community Day Festival on June 14. "I'm excited for the agency and I'm excited because I live in the area," said Barnhart, who was notified Friday that his agency would work on the branding initiative. Barnhart said Friday his firm is in the process of signing the purchasing order with the township.

"The challenges are: 'How we can create additional awareness and how we can drive more businesses to Robbinsville? We're trying to raise awareness about what's going on in Robbinsville and how we can attract more ratables into the township," said Barnhart. His firm has created logos for corporations and nonprofits, as well as other entities.