Website Launch
Jackson Fire Department
Frontline Partners with the JFD to Launch a site for Public Safety, engagement, and Recruitment
Fire Department Website for Community Engagement
How Frontline Creative Studio Helped the Jackson TN Fire Department Launch a website for Public Safety, Recruitment, and Community Engagement
The Jackson Fire Department (JFD) has a story worth telling and a mission worth supporting, but their website presence was limited. The Fire Department page on the City of Jackson’s website lacked visibility, personality, and engagement-driving features.
With support from Mayor Scott Conger and the Jackson Fire + Rescue Community Safety project, the Jackson Fire Department launched a standalone website to recruit, inform, and engage the people of Jackson.
Our Approach
Frontline started with the fundamentals: strategy, storytelling, and structure. In collaboration with Chief Don Friddle, we designed a website experience to serve three core audiences:
- The Jackson Community – Accessible fire safety resources, public safety information, events, and public service tools.
- Prospective Firefighters – Recruitment is a critical challenge facing fire departments nationwide. A recruitment page outlines a clear action path for careers at the Jackson Fire Department.
- Supporters & Donors – 94% of JFD’s annual operating budget is locked for salaries and benefits. The fire department relies on donations from businesses and local organizations to expand services, update equipment, and improve training.
This website needs to do more than look good, it must educate, mobilize, and honor the work of local heroes.
Recruitment is a challenge facing fire departments and first responder organizations nationwide. It was critical for the Jackson Fire Department’s website to nurture a pipeline of firefighter applicants by:
- Showcasing firefighters as real, life-saving heroes making a difference in life or death situations
- Showing opportunities for a true career ladder and advancement
- Displaying the elite benefit package offered to professional firefighters in Jackson
- Providing clear guidelines for applying, including physical requirements, educational requirements, and links to get started
Key Web Features
- Fire Safety & Education Resources Tips, emergency preparedness guides, and public safety tools to help residents stay informed and protected.
- Recruitment & Career Pathways A dedicated section for career seekers, complete with event info, physical test videos, study guides, and online application access.
- Community Engagement Programs Highlighting initiatives like CPR training, the Ride-Along program, and Community Connect for local businesses.
- Donation & Support Opportunities Encouraging the public to get involved through financial contributions, in-kind donations, or volunteering.
- Department History & Mission A dynamic "About" section that honors JFD’s 140+ years of service and outlines their 5-Year Public Safety Campus Plan.
The Impact
Since launch, JacksonTNFire.com has become a trusted resource for residents and recruits alike. The site serves as an accessible, transparent platform for public information, while also elevating the department’s visibility and honoring the history, legacy, and ongoing heroism of the firefighters.
The press release announcing the launch received coverage from many local media outlets, and early analytics show increased traffic to recruitment pages and donation resources. Even more importantly, the site reflects the honor, tradition, and bravery that defines the Jackson Fire Department.
“We’re pleased to introduce this website as a powerful tool for sharing our mission, supporting our firefighters, and engaging with the public.”
— Fire Chief Don Friddle, Jackson Fire Department
Need a Website That Works as Hard as You Do?
Whether you’re a public organization or a private business, Frontline Creative Studio builds digital platforms to engage your community and build a pipeline of leads, applicants, and proven results. Contact us today to learn more!
