I-PASS Assist Program Wins 2024 IBTTA Toll Excellence And Presidents Awards
The Illinois Tollway I-PASS Assist Program has won two of the most prestigious awards in the tolling industry: the 2024 Toll Excellence Award in Customer Service and Marketing and the distinguished President’s Award from the International Bridge, Tunnel, and Turnpike Association (IBTTA).
Executive Director Cassaundra Rouse accepted the honors at the IBTTA 92nd Annual Meeting and Exhibition in Cleveland. The Toll Excellence Award for Customer Service and Marketing recognizes the transformative impact of I-PASS Assist in making tolling more inclusive and accessible. The President’s Award, IBTTA’s highest recognition, is awarded to the best overall program among all public- and private-sector winners across all seven categories, further spotlighting the game-changing role of I-PASS Assist.
“This incredible honor for I-PASS Assist is a testament to our team’s commitment to innovation, accessibility and inclusivity in everything we do,” said Rouse. “The success of I-PASS Assist lies in its ability to remove the financial barriers that often prevent low-income drivers from using the Illinois Tollway system and we are proud that our success has created greater opportunities for more people to travel our roads.”
IBTTA Toll Excellence Awards celebrate the best in tolling and transportation innovation, highlighting programs that push boundaries and advance best practices. The selection of I-PASS Assist in the Customer Service and Marketing category reflects the Illinois Tollway’s focus on breaking down financial barriers and expanding access to I-PASS for underserved communities throughout Northern Illinois.
Expanded in June 2021, I-PASS Assist was designed to make tolling more affordable for economically disadvantaged residents by eliminating the initial costs that often deter participation. The program removes the transponder deposit and significantly reduces account setup and automatic replenishment fees – ensuring that financial constraints are no longer a roadblock to tolling convenience.
Since its expansion, I-PASS Assist has experienced remarkable growth. The program’s enrollment surged from just 2,500 accounts in 2020 to more than 40,000 active accounts today – a 15-fold increase. This exponential growth is a testament to how effective the program has been in addressing a critical need in the community.
Key to this success has been the Illinois Tollway’s strategic and targeted outreach efforts. By identifying high-poverty areas within its service region and launching targeted digital campaigns, the Tollway ensured that those most in need were aware of the program’s benefits. Leveraging demographic data and collaborating with state agencies allowed the program to reach the right audiences, resulting in high engagement and participation.
In partnership with the Illinois Department of Revenue and the Illinois Department of Human Services, the Illinois Tollway developed an automated application process for I-PASS Assist. This innovative system has simplified the application process, enabling near-instant approval for qualifying applicants and setting a new standard for equity-focused tolling initiatives across the nation.
I-PASS Assist’s success has not only helped underserved drivers in Illinois, but it also has attracted attention from the broader tolling industry. As the first program of its kind to focus specifically on toll equity, I-PASS Assist is now viewed as a model for other agencies looking to implement similar initiatives. The program’s achievements were showcased at the 2023 IBTTA conference, where it was recognized as a trailblazer in addressing the financial challenges faced by low-income drivers.
I-PASS Assist reflects the Illinois Tollway’s commitment to building a transportation system that is efficient, reliable and equitable for all.
For more information about the I-PASS Assist Program and how it can help you save on tolls, visit the Illinois Tollway’s website.