Published on March 20, 2014
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%) 5
Secondary Research Cont’d 6
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 10
Primary Research Cont’d Qualitative study to determine most effective executional framework for total audience segment Results: Dramatization Testimonial Informative Celebrity branding 11
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 12
Audience Wheel 13 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
14 Must Influence Should Influence Likely to Influence • High-Risk • Average • Insurance agents • FEMA employees/volunt eers • Current flood insurance policy holders Unlikely to Influence • Retail Partners • Below average Maximum PR Effort Significant PR Effort
15 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 2019 1.1 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 16
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 2019 1.2.1 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 17
Issue: Low/Decreasing Trust in FEMA after Hurricane Sandy, Katrina 2.0 Gain and restore trust in FEMA with population by 25% by 2019 2.1 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 FEMA 2.1.3 partner with major retailers to sell FEMA branded emergency kits 18
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 2019 3.1 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 19
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 2019 4.1 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 conversations 4.2 consistently increase traffic to website and position as main resource for public 4.2.1 display web address on all branded marketing materials 4.2.2 include insurance agent locator 4.2.3 know your zone application that provides user with flood info in their area 20
Results 22 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.
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 24 Association of State Floodplan Managers American Meteorological Society Civil Society Institute Floodsmart.gov
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1. Public Affairs: FEMA Reducing Risk & Impact of Floods Public Relations Case Studies Group 6
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