floodsmart update 11 th annual nfda retreat & conference millennium resort scottsdale april 1,...
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FloodSmart Update
11th Annual NFDA Retreat & Conference
Millennium Resort ScottsdaleApril 1, 2008
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Agenda• FloodSmart Campaign Overview• This Year’s Focus• Agent Programs• FloodSmart Communication Tools• Additional Resources• Questions
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FloodSmart Campaign OverviewMisperceptions• I don’t live in a flood zone.• This area flooded ten years ago so it’s unlikely to
happen again.• If it does happen, my homeowners insurance
covers it.• The government provides funds to help me.
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FloodSmart Campaign OverviewObjectives• Combat misperceptions• Inform the public about flood risks• Connect consumers to influencers• Provide useful tools for influencers• Engage partners and influencers
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FloodSmart Campaign Overview
Net Policy Growth
4,400,000
4,600,000
4,800,000
5,000,000
5,200,000
5,400,000
5,600,000
5,800,000
J UN04 OCT04 FEB05 J UN05 OCT05 FEB06 J UN06 OCT06 FEB07 J UN07 OCT07
5,554,041
• A quick snapshot of FloodSmart’s performance to date…
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FloodSmart Campaign OverviewOverall• There are currently 5,554,041 policies in force.
• Net policy growth for the campaign is 24.9%– For April-Dec 2007 it is 2.06%
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FloodSmart Campaign OverviewCore Components
• Media & Outreach – Advertising, Direct Mail and Public
Relations/Media Outreach
• Interactive – FloodSmart.gov, Agents.FloodSmart.gov
and Online Media
• Partnering with Influencers– Conferences/workshops and
Company collaboration
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8
Print Ad:
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FloodSmart Campaign Overview
Core Task 1 Core Task 2 Core Task 3Core Task 4 (April - Dec)
FloodSmart.gov StatisticsVisits 813,551 2,372,931 2,807,930 2,228,699 Completed Risk Assessments 59,846 342,639 475,596 366,287 Agent Referrals 15,828 76,715 131,651 100,747
Call Center StatisticsInbound 800# Non-IVR Calls 77,595 66,438 70,098 49,335 Agent Referrals 15,129 16,815 15,501 9,782 Brochure Requests 16,729 16,398 30,747 18,242
Direct Mail (mail quantity)Winback - 400,000 210,381 1,227,415 Retention 38,601 532,082 886,832 1,035,546 Acquisition 1,674,490 2,769,711 3,657,358 4,319,313
Public Relations Media Coverage (Impressions)Print 70,632,409 123,334,389 117,935,468 114,113,873 Online 102,054,234 192,924,614 320,595,485 N/ABroadcast 4,893,787 25,375,414 30,943,152 32,886,200
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This Year’s FocusThe focus for Core Task 5 (April 08-March 09) will be on growth drivers – SFHA Penetration, PRP Growth, Agent Programs, Status Changes.
• Mail-On-Demand and Agent-customizable Television are two new programs available in Spring-Summer 08.
• A microsite with downloadable materials and resources specific to industry partners and local officials
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Agents.FloodSmart.gov
• A secure site containing convenient, agents-only resources, tools and services.– Sales and marketing tools– Tips to help overcome
barriers to selling flood insurance
– Talking points to help explain to clients the need for flood insurance
– Newsletters and updates from the NFIP
– Community flood map updates
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Marketing Programs for Flood-Trained Agents• Agent Co-Op Program
– Provides advertising tools and templates and reimbursing a portion of advertising costs for radio, newspaper, magazine and yellow pages.
– A flood-trained agent can receive up to 75% reimbursement on advertising costs by participating in the Agent Co-Op Program.
• Agent Referral Program– Allows flood-trained agents to receive free leads by having
their name and contact information included in the “Find an Agent” listing on FloodSmart.gov, the NFIP Referral Call Center as well as in direct mail pieces sent out monthly by the NFIP.
– Between June 2004 and January 2008, the NFIP has connected more than 379,000 consumers with Referral insurance agents
• Agent Mail-on-Demand – Agents will get access to a powerful suite of direct mail tools. – Agents will have access to pre-built direct mail templates, as
well as the ability to purchase contact lists or use their own.
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FloodSmart Communication Tools• Flood/Hurricane Season Outreach• Map Changes• Levee Issues
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Flood Outreach
• State specific and seasonal fact sheets
• Media talking points• Post disaster
information
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Flood Outreach Fact Sheets
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Map Changes and Flood Insurance• Templated:
– Brochures– Fact sheets– Town Hall
Presentations– Media materials
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Map Changes and Flood Insurance
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Coming Soon: Levee Outreach Toolkit• Challenges
– Levee communities face questions about levee status, potential improvements, and insurance implications.
• Resource– Levee Outreach Toolkit
provides basic, tailorable materials to help craft local outreach programs.
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Additional Resources
• Consumer Web sitewww.FloodSmart.gov
• NFIP/Bureau Site:bsa.nfipstat.com
• Map Service Center store.msc.fema.gov
• Map Modernization Site:www.fema.gov/plan/prevent/fhm/mm_main.shtm
• Insurance-Related Outreach Toolkitwww.fema.gov/business/nfip/hillsbo1.shtm
• Agent Web siteAgents.FloodSmart.gov
• FEMA Resource Librarywww.fema.gov/library
• FEMA Map Assistance Center1-877-FEMA MAP
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QUESTIONS?Mary Jo VremFEMA Project Manager [email protected]
Bruce A. BenderFloodSmart Marketing [email protected]
Who wants to buy flood insurance?