State Road and Tollway Authority
Robert A Jacks
Marketing Director
State Road and Tollway Authority
Senoia, GA
Georgia
Educational or Promotional Campaign (greater than $100,000)
Peach Pass - Mobile App & Website Relaunch
State Road and Tollway Authority
Ericka Davis
Robert Jacks, Director of Marketing
Tali Jackson, Customer Success Manager
The Peach Pass - Mobile App & Website Relaunch campaign was targeted at increasing education and external awareness of the updated Peach Pass GO! 2.0 mobile app and My Peach Pass website among 650,000 existing customer accounts and over 1.1 million vehicles, including updates to customer service features and the need to reset passwords/PINs. SRTA utilized a communications budget of over $200,000 to support the launch with Marketing tactics that included Print, Public Relations, Social & Digital media including the development of an impactful, informational video about the new Peach Pass GO! Mobile and My Peach Pass website.
Current Peach Pass account holders, Commuters living, working, visiting in the Metro Atlanta area who could be potential users of the new Peach Pass mobile app and website, and other external audiences.
The primary measure of success for the campaign was the number of Peach Pass personal toll accounts that successfully reset their login information, including username and password, by December 31, 2020. This goal was achieved by the OPS team and further corrective actions in 2021 have been taken to ensure customers could access their account without issue. The other metrics evaluated included: # of social media followers, Positive/neutral social media engagement, number of website hits, time spent on-site; the number of mobile app downloads, number of sessions; and number of password resets (if trackable).
Both the Peach Pass GO! 2.0 mobile app and the mypeachpass.com website were successfully launched on November 9, 2020, and the results have been strong in terms of app downloads, monthly visitors, and awareness. Continual improvements have been made since the launch to make the mobile app and website more intuitive, informative, and customer-focused. SRTA has achieved its initial usage and download milestones since the launch which include the following metrics: Total 210,000 web visits; Total 68k mobile users; and over 3 million web pages viewed.
We would like to thank the entire SRTA executive team and the Operations, Customer Service, and Marketing departments for their hard work on the project. Additionally, we sincerely appreciate the efforts of our partner agency Porter Novelli for their efforts on the project.
https://www.youtube.com/watch?v=BgvOpKaRTJ0