State Road and Tollway Authority
Robert Jacks
Marketing Director
State Road and Tollway Authority
Atlanta
Georgia
Educational or Promotional Campaign (greater than $100,000)
BancPass (Peach Pass) Pay N GO Product Launch
State Road and Tollway Authority
Robert Jacks
Ericka Davis, Chief Communications Officer, SRTA
Tali Jackson, Customer Success Manager, SRTA
Walter Francis, Outreach/Social Media Manager, SRTA
The goal of the SRTA/BancPass partnership included:
• Communicating with existing Pay N Go users about the new BancPass program
• Highlight program & product improvements with the BancPass Pay N Go system
• Increase recognition and recall of new BancPass packaging elements
• Build awareness about the BancPass mobile app to manage accounts
• Increase awareness of new Kroger outlets and existing vendor locations
Target audience:
External audiences (Existing Pay N Go customers; underserved commuters without credit card access; budget-conscious commuters/public at large)
Results: The BancPass launch was successfully implemented and executed in nearly 900+ CVS, Walgreen’s, AAA, and Kroger establishments in Georgia with point-of-purchase merchandising, new packaging elements (starter Kit and reload cards), and branding along with a robust mobile app to better manage pre-paid tolling accounts.
Executed successful re-branding of Pre-paid toll program with comprehensive marketing and communications plan while in budget and delivered on-time. Implemented new product in over 170+ new Kroger locations in addition to existing partners such as CVS, AAA and Walgreen's locations.
The BancPass communications plan was a collaborative effort between the SRTA Office of Communications and Engagement, BancPass, and its vendor agencies (Red Rock). Campaign development began during Winter 2020 and was implemented in participating markets during the August-November 2020 time frame with no issues.
https://www.dropbox.com/sh/b6jeo661o8xv72r/AADhXmAcl8vEr1sk8-6o3YqIa?dl=0