State Road and Tollway Authority
Robert Jacks
Marketing Director
State Road & Tollway Authority
Atlanta
Georgia
Educational or Promotional Campaign (less than $100,000)
Peach Pass & Associated Credit Union Refinance Offer
State Road & Tollway Authority
Robert Jacks
Dr. Ericka Davis, Chief Communications Officer
Both State Road and Tollway Authority (SRTA) along with Associated Credit Union (ACU) entered into a strategic partnership in 2019 to help incentivize credit union members to finance and/or refinance their vehicles.

Each ACU member who financed their vehicles with ACU would receive a $120 credit value with Peach Pass to use on the Express Lanes in the State of Georgia. The primary goal was to increase the number of financed vehicles thru ACU while helping Peach Pass grow both product awareness and active accounts among its credit union members.
External audiences (ACU account holders, Non-ACU customers and commuters)
Throughout the promotion, SRTA/Peach Pass opened over 400+ new Peach Pass toll accounts amounting to over $80,000 in additional revenue. In tern, ACU successfully financed/refinanced over 450+ vehicles with totals amounting to over $500,000 in generated financing.
SRTA executed a comprehensive public/private partnership with Associated Credit Union which highlighted the Peach Pass brand to a new group of customers statewide. Peach Pass received full promotional exposure in the market place (at no cost to the agency) with a robust paid media campaign offered by ACU. Additionally, the promotion generated nearly $70,000 in positive revenue and encouraged new account holders to ride the lanes more frequently.
Both SRTA and ACU leveraged their strategic marketing partnership to create a revenue-driving promotion for both groups. Their joint efforts to market Peach Pass and the Credit Union helped to highlight the power of public and private industry working together in the state of Georgia.