IBTTA Earns Media Gold with National Toll Facilities Usage Analysis

IBTTA took away the media equivalent of a gold medal last week, after USA Today reported on the release of the association’s National Toll Facilities Usage Analysis.

“Growth in Toll Traffic Outpaces Regular Roads,” read the online headline, and “Toll Roads See Large Gains in 2015,” read the headline in the print version

“With gas prices low, motorists seem keen to drive and to travel on less congested toll roads even if they cost a little more,” wrote USA Today reporter Bart Jansen.

“The 6,000 miles of toll facilities in this country offer a premium service and people are willing to pay for that service,” IBTTA Executive Director and CEO Pat Jones told Jansen.

The story circulated across the U.S. and was picked up by more than 50 dailies in the Gannett newspaper chain.  IBTTA’s Analysis has also been written about in other national and international publications.

Starting a Conversation

The coverage was a hard-earned milestone for the Moving America Forward public awareness campaign that IBTTA launched in 2013 to raise the profile of user-financed transportation with the media, elected officials at all levels of government, and the general public.

“Our plan three years ago was to raise our visibility, raise our voice and educate our audiences about the benefits of tolling. By sharing a compelling and consistent, data-driven story, the industry is able to share its successes worldwide.” explains IBTTA Communications Director Bill Cramer, who just celebrated his third year with the association.

“USA Today’s interest in the Toll Facilities Usage Analysis was a great affirmation for that strategy. When we offered them an exclusive look at the data, they immediately accepted. And when they saw what our members were saying, they knew it was perfect for their readers.”

With the arrival of IBTTA’s new Data Manager, Cindy Norcross, the industry will now have a greater ability to tell many more powerful stories. "The power of data is undeniable,” she said last month. “Our goal is to build IBTTA into a powerhouse of mainstream data that members can leverage to propel their organizations forward.”

For more on effective media strategies for tolling agencies, download the summary of IBTTA’s 2015 New Media, Communications and Human Resources Workshop, October 18-20, 2015 in Cleveland.