FloodSmart Update

11th Annual NFDA Retreat & Conference

Millennium Resort ScottsdaleApril 1, 2008

Agenda• FloodSmart Campaign Overview• This Year’s Focus• Agent Programs• FloodSmart Communication Tools• Additional Resources• Questions

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.

FloodSmart Campaign OverviewObjectives• Combat misperceptions• Inform the public about flood risks• Connect consumers to influencers• Provide useful tools for influencers• Engage partners and influencers

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…

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%

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

8

Print Ad:

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

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

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

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.

FloodSmart Communication Tools• Flood/Hurricane Season Outreach• Map Changes• Levee Issues

Flood Outreach

• State specific and seasonal fact sheets

• Media talking points• Post disaster

information

Flood Outreach Fact Sheets

Map Changes and Flood Insurance• Templated:

– Brochures– Fact sheets– Town Hall

Presentations– Media materials

Map Changes and Flood Insurance

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.

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

QUESTIONS?Mary Jo VremFEMA Project Manager 202-646-4064Maryjo.vrem@dhs.gov

Bruce A. BenderFloodSmart Marketing Team480-368-1223babender@cox.net

Who wants to buy flood insurance?