Pennsylvania Motor Truck Association

CASE STUDY: Roll Back Our Tolls

PennsylvaniaMotorTruck.jpgWhen the Delaware River Joint Toll Bridge Commission raised tolls by 400 percent, the Pennsylvania Motor Truck Association (PMTA) turned to Triad Strategies for assistance in either rolling back or reducing the rate hikes.

Early on, it became clear that PMTA needed to enlist legislative champions and community and business leaders to speak for truckers and focus media attention on the toll hike. Triad crafted a message that highlighted the enormous impact such a toll hike was having on Pennsylvania-based businesses. The firm reached out to media outlets across eastern Pennsylvania and to lawmakers from the area, as well as leaders of the House and Senate Transportation Committees.

The firm brought the issue directly to the attention of Gov. Ed Rendell, Sen. Arlen Specter, U.S. Rep. Tim Holden and other key influencers while launching a true grassroots coalition, Roll Back Our Tolls (ROBOT), composed of trucking firms, small businesses along the Delaware River, bus and delivery firms and chambers of commerce. We introduced PMTA to the editorial pages and to the reporters staffing the story. We earned coverage in virtually every media outlet in the area, including The Morning Call, The Express-Times, The Pocono Record, The Scranton Times, The Philadelphia Inquirer, The Patriot-News, KYW Radio and others.

Under pressure from the community and legislative leaders, the commission rolled back the new automobile toll rates by 50 percent and truck and bus tolls by 30 percent, resulting in millions of dollars in annual savings to the industry.