public affairs: fema reducing risk & impact of floods
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Public Affairs: FEMA Reducing Risk & Impact of FloodsTRANSCRIPT
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