Public Affairs: FEMA Reducing Risk & Impact of Floods

Public Relations Case Studies Group 6

FEMA

Partnering with FEMA to create social marketing campaign to:

Educate public about flood risks

Educate public on costly effects

Motivation to purchase flood insurance

Secondary research provided

Previous marketing efforts only focused on flood awareness

Did not increase insurance growth

Work with ad firm to create five-year, integrated marketing campaign

Connect consumers directly to insurance agents

Must provide consumers with information to make smart financial decisions

Overview

FEMA

Variety of tactics to employ approach

National media campaign

Direct mail

Targeted online marketing

Campaign website

Website must be main resource for flood risk and insurance info

Must reach insurance professionals

How will you increase policy sales

Measuring success:

if campaign helps achieve 5% annual increase in flood insurance policies

Demonstrating increased awareness by public about flood insurance

Overview Cont’d

Issues

• Global warming (increase in natural disasters)

• Low/decreasing trust in FEMA after Hurricane Sandy and Katrina

• Economic condition causing public to hesitate on certain expenses

• People unaware they live in flood zone

• People unsure of where to purchase flood insurance

FEMA

Secondary Research

$4.5 billion in property damage per year

FEMA considers flooding “America’s #1 natural hazard”

Property development in flood-prone areas continues

81% unaware of need to purchase flood insurance separately

1 in 4 chance of flooding during 30-year mortgage

Local news most preferred information source regarding flood

risk (76%)

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Secondary Research Cont’d

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Secondary Research Cont’d

Hurricane Sandy cost U.S. $70 billion

FEMA

Secondary Research Cont’d

FEMA

Secondary Research Cont’d

FEMA

Primary Research

Quantitative study to determine level of concern each

audience feels High risk/above average risk homeowner study

average/below average risk homeowner study

Quantitative study to determine key opinion leaders for

total audience segment

Determine most prominent flood insurance company in

each state for outreach during campaign

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Primary Research Cont’d

Qualitative study to determine most effective executional

framework for total audience segment

Results: Dramatization

Testimonial

Informative

Celebrity branding

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Audiences High risk area property owners 35+

North Dakota, South Dakota, Iowa, Minnesota

Above average risk property owners 35+

Texas, Louisiana, Mississippi, New Jersey

Average risk property owners 35+

New Mexico, Oklahoma, Kansas, Utah

Below average risk property owners 35+

Oregon, California, Nevada, Idaho

Insurance professionals

In Insurane

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Audience Wheel

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Internal External

Intermediary Special

• Insurance agents• FEMA employees/volunteers• Current flood-insurance policy holders

Property Owners In:• High-risk flood zone areas• Above average flood risk areas• Average flood risk areas

•Media• Retail partners

• Property owners in below average flood zone areas

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Must Influence

Should Influence

Likely to Influence

• High-Risk• Average

• Insurance agents• FEMA

employees/volunteers

• Current flood insurance policy

holders

Unlikely to Influence • Retail Partners • Below average

Maximum PR Effort

Significant PR Effort

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Audience Message Channel

• High-risk• Above average risk• Average risk

• Protect your family with flood insurance

• Direct mail• TV/PSA• Social media• Media• Celebrity endorsement

• Below average risk • Why risk taking the chance?

• Social media• TV advertisements• Media

• Insurance agents• Retail partners• FEMA employees/volunteers

• Be a hero • Electronic communication• Employee orientation

• Current flood insurance policy holders

• Always protected. Always safe.

• Bill inserts• Newsletters• TV/PSA

Issue: People Don’t Know They’re in a Flood Area

1.0 Increase knowledge of climate patterns & flood risk zones nationwide by 35% by 20191.1 educate total risk zone population on increases in flooding and climate patterns in their area

1.1.1 Direct mail campaign highlighting changes in flood patterns/climate changes in selected area over 30 years. Use selected executional frameworks. (supply resources for local flood insurance agents and campaign website)

1.1.2 Establish numerous social media platforms to engage and educate. Generated content will include flood potential warnings, flood/climate change facts, engagement with public, graphs and current info on storms

1.1.3 Online video campaign to push out via social media channels and website feature

1.1.4 Disseminate news release and fact sheet surrounding climate changes to nationwide local media outlets and relevant national media outlets

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Issue: People Don’t Know They’re in a Flood Area

1.2 Increase education among all flood zones and emphasize importance of having flood insurance by 81% by 20191.2.1 video campaign targeted to each audience by flood risk zone (shared on website, social media)1.2.2 media outreach targeted to each audience by flood risk zone highlighting unknown facts about flood insurance 1.2.3 Key opinion leader PSAs via radio, TV highlighting benefits of flood insurance

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Issue: Low/Decreasing Trust in FEMA after Hurricane Sandy, Katrina

2.0 Gain and restore trust in FEMA with population by 25% by 20192.1 inform public on FEMA disaster relief efforts

2.1.1 nationwide media buying campaign 2.1.2 hold press conference following any natural disaster

emphasizing relief given by FEMA2.1.3 partner with major retailers to sell FEMA branded

emergency kits

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Issue: Public Doesn’t Know Where to Purchase Flood Insurance Policies

3.0 Motivate agents to increase sales of flood insurance to potential victims by 25% by 20193.1 restore agent morale and emphasize heroism

3.1.1 produce required-viewing video with “hero” theme for agents nationwide

3.1.2 implement incentive program that will raise commission rates

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Issue: Low Public Knowledge Surrounding Flood Insurance and Related Information

4.0 Drive traffic to campaign website/increase social media following by 70% each year by 20194.1 Consistently increase follower count on social media

4.1.1 display social media accounts on all branded marketing materials

4.1.2 engage in flood/climate/weather conversations4.2 consistently increase traffic to website and position as main resource for public

4.2.1 display web address on all branded marketing materials4.2.2 include insurance agent locator4.2.3 know your zone application that provides user with flood

info in their area

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Results

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Year One

Achieved two percent increase in flood insurance policy.

Did not achieve goal

Customer Survey

Primary research conducted post year one resulted in 38 percent awareness about flood insurance.

 

Year Two

Achieved three percent increase in flood insurance policy.

Did not achieve goal

Customer Survey

Primary research conducted post year one resulted in 43 percent awareness about flood insurance.

 

Year Three

Achieved five percent increase in flood insurance policy.

Achieved goal

Customer Survey

Primary research conducted post year one resulted in 62 percent awareness about flood insurance.

 

Year Four

Achieved nine percent increase in flood insurance policy.

Achieved goal

Customer Survey

Primary research conducted post year one resulted in 77 percent awareness about flood insurance.

 

Year Five

Achieved seven percent increase in flood insurance policy.

Customer Survey

Primary research conducted post year one resulted in 90 percent awareness about flood insurance.

Each year, thousands of Americans lose their homes and personal belongings to flood, the nation’s number-one natural disaster. Without flood insurance, affected families face major repair costs, resulting in lost savings and multiple mortgages.  Is it ethical to use scare tactics as a way to sell product?

RETYPE BOX AND LIST ANSWER

Resources

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Association of State Floodplan Managers

American Meteorological Society

Civil Society Institute

Floodsmart.gov