Flood
Risk
Communication
&
Outreach
Lessons
Learned
in
Reducing
Risk
Agenda
Agenda
C
R i t
t Miti ti
d P
d
•
Consumer
Resistance
to
Mitigation
and
Preparedness
•
Communicating
Risk
•
FloodSmart
Communication
Tools
•
Summary of Findings
Summary
of
Findings
•
What’s
Up
with
Georgia
Question…
Question…
What percent of Americans believe that they are
What
percent
of
Americans
believe
that
they
are
prepared
for
a
disaster?
16%
16%
Why Aren’t We Prepared?
Why
Aren t
We
Prepared?
•
49%
49%
‐
Believe they don’t live in an at
Believe
they
don t
live
in
an
at risk
‐
risk area
area
•
44%
‐
Don’t
know
what
to
do
•
32%
32%
‐
Don’t believe preparing will help
Don t
believe
preparing
will
help
•
27%
‐
Say
they
don’t
have
the
time
* TIME “How Disaster Ready are We” 2006
State of Denial
State
of
Denial
Before
the
flood
“I am outside the flood zone”
“I didn’t flood last time; so I won’t flood next time.” “I don’t live near water, so I won’t flood.”
“I live behind a levee so I am safe”
“My homeowners insurance will cover me if it floods”My homeowners insurance will cover me if it floods
After
the
flood
“I figured the Federal government would bail me out “I figured the Federal government would bail me out. “My agent said I didn’t need insurance”
Lessons
from
2009
Georgia
g
Floods
No
one
believed
this
could
happen…
“This
week’s
floods
haven’t
been
limited
to
floodplain
areas,
resulting
in
lots
of
uninsured
victims”,
said
John
W. Oxendine, [GA] state
W.
Oxendine,
[GA]
state
insurance
commissioner.
~ Atlanta Journal-Constitution September 23, 2009p ,
Lessons from 2009 Georgia Floods
Lessons
from
2009
Georgia
Floods
“As
the
waters
recede,
they
leave
behind
an
estimated
$250
million
in
damage
along
with
thousands
of
harmed
thousands of harmed
homes
— most
of
them
not
insured
for
flooding.”
~ The Atlanta Journal‐Constitution September 23, 2009
Lessons
from
2008
Hurricane
Ike
“You
wonder
why
people
on Bolivar Peninsula
on
Bolivar
Peninsula,
which
is
5
feet
above
sea
level,
did
not
have
flood
i
”
insurance…”
~ thefacts.com September 1, 2009
Lessons
from
2008
Hurricane
Ike
“…
[A]
grand
divide
exists
between
those…who
were
insured against floods and those
insured
against
floods
and
those
who
were
not.
About
17,000
homes
[in
Galveston]
were
seriously
damaged,
and
5,200
…did
not
have
flood
insurance.”
What’s Not Working
What s
Not
Working
Th 1 i 100 h
i
i f l
•
The
1
‐
in
‐
100
chance
is
not
a
meaningful
way
to
communicate
risk
•
For many, the perceived risk stops at the 1% line on
For
many,
the
perceived
risk
stops
at
the
1%
line
on
the
map
What
does
Work?
Messages
g
that
are…
•
Personally
Relevant
–
Address misconceptions
Address
misconceptions
–
Equate
personal
risk
to
personal
consequences
–
Leverage
e e age e e a t t gge s
relevant
triggers
•
Heard
–
Use multiple messengers to reinforce the message
Use
multiple
messengers
to
reinforce
the
message
•
Actionable
–
Give residents the tools to take action
Finding
g
Ways
y
to
Combat
Misconceptions
p
Misconceptions
• Flood Insurance is too expensive
• Homeowners insurance does cover flooding
• How much damage a couple of inches of floodwater can cause in terms of cost
• I don’t qualify/can’t get flood insurance
• I don’t live near the waterI don t live near the water
Tools
• Premium Estimator
C d f t
• Co‐op ads for agents
• Television commercials
Channels
Combating
Misconceptions
Combating
Misconceptions
with
Consistent
Working
g
with
Agents
g
to
Identifying
Personally
Relevant
Consequences
•
Threat
to
my
security:
I
could
lose
my
savings
•
Threat to my way of life:
Threat
to
my
way
of
life:
I could lose my home my
I
could
lose
my
home,
my
possessions
•
Threat to my peace of mind:
I am going to worry
•
Threat
to
my
peace
of
mind:
I
am
going
to
worry
every
time
it
rains
here
•
Threat to m comfort
Clean p and reco er can take
•
Threat
to
my
comfort:
Cleanup
and
recovery
can
take
Consequence
Messaging
Consequences
make
an
impression
on
consumers:
q
g g
q
p
• Two inches of water can leave you knee deep in debt
• A flood can cost more than you think
Innovative
tools
and
multiple
channels
bring
the
message
home:
Tools
Tools
• Online Cost of Flooding tool
• Ads showcasing the real life cost of a flood
• Receipt samples of repair costs to accompany mailersReceipt samples of repair costs to accompany mailers
Channels
Using
g
Consequence
q
Messaging
g g
in
Interactive
Tools
“Use innovative ways to get people talking about preparedness actions with others” ‐ Dennis S. Mileti
Consequence
Messaging
in
Consequence
q
Messaging
g g
in
Relevant
Triggers
Example Triggers
• Living in a buffer zone – risk doesn’t stop at a line on a map
• Living in a buffer zone risk doesn t stop at a line on a map
• Commercial – can your business reopen if it floods
• Seasonality – hurricane season, winter flooding, spring flooding
fl d ff
• Post‐flood communications – QRU efforts
• Levees and Dams ‐ changes in status
• Map changes – mapping is happening; take advantage of PRP; grandfathering
• Moving – shared mail piece targeting new movers to protect your new home
Tools
• Toolkits for stakeholders to communicate informationToolkits for stakeholders to communicate information
• Searchable map change schedules
• Media Relations programs
Channels
Channels
Buffer Zone
Use
direct
to
talk
to
th
i
d
t
d l
Buffer
Zone
those
in
moderate
‐
and
low
‐
risk
areas
who
live
within
one
mile
of
a
high
‐
risk
area
about
Commercial
Risk
Direct
is
also
used
to
talk
t b i
b
t th
to
business
owners
about
the
likelihood
of
a
flood
and
the
financial
consequences
facing
Seasonal
Partnership
Events
Flood
Safety
Awareness
Week
p
• FloodSmart partnering with NOAA’s National Weather Service for spring season outreach for second year
• National outreach will coincide with NOAA’s Flood Safety Awareness Week March 15‐19, 2010
• Great opportunity for local communities to leverage
“People do more when they get the same information different ways”
Seasonal
Weather
Events
Hurricane
Season
Outreach
• Hurricane Season IS Flood Season
messaging to urge consumers to
protect themselves from flooding
during hurricane season
• Created a "hurricane season
td l k" id t t l f countdown clock" widget tool for
agent and stakeholder websites which
reminds their visitors just how much
time theyy have to getg readyy for the
Post
‐
Event
Response
Post
‐
Flood
Response
• Targeted outreach to local media outlets following Midwest flooding
• Consumer and agent open lettersConsumer and agent open letters leveraging Midwest flooding
• Consumer letter ran in 8/25/08 issue of
USA Today
• Agent letter ran in Fall 2008 insurance
trade publications
Dams
and
Levees
• Where appropriate, specific
partnerships with FloodSmart have been developed to support a Region’s issue or need
• Examples include:
• Green River Valley partnership
surrounding the inoperability of the
Howard Hanson Dam
• Levee toolkits to communicate levee
Map
Change
•
Developed
tools
to
help
communicate
and
educate
the
need for flood insurance surrounding map changes
p
g
need
for
flood
insurance
surrounding
map
changes
– Direct Mail
– Map Change Status links on
Fl dS f
FloodSmart.gov for consumers
– Helping Agents and Stakeholders communicate the message
• Provide marketing resources to agents through
Agents.FloodSmart.gov
• Mapping Status Report on Agents.FloodSmart.gov
Leveraging
Direct
You may or may not know about the recent flood map changes y y p g in your area, which will affect several counties in California, including San Joaquin County. These significant map changes mean that this is the best time to plan ahead to save money and protect your home with flood insurance.
Y h ld b ff t d i f t it ld b
Your home could be affected in one of two ways: it could be remapped into a higher-risk flood area (shown on the map as an “A” or “V”) or it could be remapped into a moderate-to-low risk area (shown as a “B,” “C,” or ”X”). The new maps provide the most reliable information to help you better understand your building’s flood risk
building s flood risk.
Increased flood risk means an increased need to call today. If you‘re being remapped into a higher-risk area, you may soon be required by your lender to carry flood insurance. And in consideration of today’s economic climate, the National Flood Insurance Program (NFIP) provides a lower cost flood insurance option known as Grandfathering.
Online
Tool
for
Agents
Mapping
Status
Report
• Data from the MIP has been utilized to
• Data from the MIP has been utilized to
create an interactive mapping
schedule for agents to view on
Agents.FloodSmart.gov
• Can now drill down to county and
community level data
• Includes preliminary date, appeal start
d d d l f f l
and end date, letter of final
Toolkits
for
Insurance
Outreach
• Map Change Toolkit for community leaders,, stakeholders,, and agentsg
– Provides customizable fact sheets,
presentations, talking point and frequently asked questions.
Driving
Action
and
Ultimately
Purchase
Providing
a
solution:
Flood
insurance
g
y
•
The
integrated
campaign
is
focused
on
educating
and
driving
consumers
to
act
•
To make this easy the campaign gives consumers multiple
•
To
make
this
easy,
the
campaign
gives
consumers
multiple
ways
to
take
action:
•
Contacting
their
agent
directly
•
Calling
the
referral
call
center
•
Visiting
FloodSmart.gov
•
Return a business reply card for a free brochure
Driving
Action
Easy to find/reference phone
g
Easy
to
find/reference
phone
number
and
web
address
on
Give
Reasons
to
Act
•
People
need
to
be
shown
what
to
do
to
protect/prepare
themselves and know that the action will make a difference
themselves,
and
know
that
the
action
will
make
a
difference.
Get Information: FloodSmart.gov
Get
Information:
FloodSmart.gov
Interactive tools help users investigate and Interactive tools help users investigate and
discover flood risk for themselves:
• Testimonials provide first‐hand accounts of the consequences
of flooding
T l h h O S Fl d Ri k P fil Fl d Ri k
• Tools such as the One‐Step Flood Risk Profile, Flood Risk
FloodSmart Summary Learnings
Create
Messages
That
Spur
Action
FloodSmart
Summary
Learnings
•
Give
people
“ownership”
of
their
preparedness
by
making
messages
personally
relevant
•
Reinforce
the
messages
in
as
many
channels
as
possible
•
Detail
specific
steps
that
they
can
take
and
drive
FloodSmart Summary Learnings
FloodSmart
Summary
Learnings
Reinforcement Brings It Home
•
Hearing
the
same
messages
repeatedly
makes
a
difference
Reinforcement
Brings
It
Home
difference
•
Engage
trusted
local
sources
to
lend
their
influence
to
your
message
and
take
advantage
of
their
distribution
channels
•
The
most
effective
messages
come
from
a
number
of
FloodSmart Summary Learnings
FloodSmart
Summary
Learnings
Use
multiple
messengers
•
Build
coalitions
•
Integrate
a
variety
of
information
channels
IIAG
IIAG
Georgia Policy Highlights
Georgia
Policy
Highlights
•
Current
Policies
in
Force:
– 96,023 (1.7% of total NFIP policies)
– 36% are Preferred Risk Policies (34,763)
•
Overall
Growth
in
2009:
– Lost 20,278, policiesp (21%( of total PIF)) from Jan ‐ Dec
– Have seen positive growth since August 30
– Net policy growth: 5.5%
– PRPs grew 12% from JanPRPs grew 12% from Jan ‐ DecDec
– Georgia renewal rates (82%) are below National rates (~85%)
•
Estimated
percentage
of
Structures
with
Policies:
Georgia Total: 1 9% (3 1% nationwide)
– Georgia Total: 1.9% (3.1% nationwide)
– Georgia SFHA: 14.9% (18.2% nationwide)
– Georgia NSFHA: 1.0% (1.8% nationwide)
NOTE Th t ti d t b t d f k ti l d h ld b d di l Th b NOTE: The penetration data above was created for marketing purposes only and should be used accordingly. The numbers provided are calculated using available structure and policy data and should not be considered 100% accurate. Counts do not take into consideration NFIP community participation.
Sales per DMA
‐
2009
Atlanta Flooding & FloodSmart Support
Atlanta
Flooding
&
FloodSmart
Support
• Direct Mail
– All 17 counties impacted by/adjacent to flooding
– Both SFHA and NSFHA
• Direct TV
Ai d k i l di CNBC CNN Di
– Aired on many networks including CNBC, CNN, Discovery
Health, Fox News Channel, Hallmark Channel, History
Channel, MSNBC and more
• Print ads in Time Magazineg with a Risk Messageg
– September 2009, National Circulation: 3.25 million
• Online advertising
– Google MSN and YahooGoogle, MSN, and Yahoo
– Weather sites including
Accuweather and The Weather
Post
‐
Flood Support
Post Flood
Support
Flood Tips on Twitter @FEMAregion4
@FEMAregion4
Post‐Flood News Alert to Agents
– Sent to Atlanta agents providing tips to
h ith t h d t
share with customers who may need to
document their losses and file their claims.
Real Flood Stories on FloodSmart gov Real Flood Stories on FloodSmart.gov
– 4 New testimonial videos sharing Atlanta
What’s In The FloodSmart Pipeline?
What s
In
The
FloodSmart
Pipeline?
•
So th Florida Billboards
•
South
Florida
Billboards
•
Flood
Safety
Awareness
Week
and
Interactive
Flood
History
Map
•
Community
y
Official
Micro
‐
site
South Florida Billboards
FSAW Interactive Flood History Map
Community Micro
‐
site
Community
Micro site
•
A
centralized
online
resource
for
community
officials
to
access
various
resources
for
local
use.
•
One
‐
stop
‐
shopping
for
outreach,
levee
tool
kit,
map
changes,
New Campaign
New
Campaign
Home
Personified
A
home
isn’t
just
brick
and
mortar,
roof
and
chimney,
hardwood
and
carpet.
It’s
your
home.
You’ve
given
it
warmth,
feeling,
personality.
Think
of
every
moment
your
family
has
shared
at
p
y
y
y
y
home.
All
the
funny
moments,
all
the
unforgettable
ones.
Now
Your Feedback
Your
Feedback
•
How
can
we
improve
p
penetration?
p
•
Who
are
relevant
influencers
in
your
community?
•
What outreach methods have worked for flood or other risks?
What
outreach
methods
have
worked
for
flood
or
other
risks?
•
What
tools
can
we
create
to
visualize
the
personal
consequences
of
flood?
(e.g.,
inundation
graphics
showing
effects
to
my
neighborhood,
my
house)
•
How
can
national
and
local
campaigns
work
together
to
i i
fl
d i
l h
i
position
flood
insurance
as
a
personal
home
‐
protection
Questions?
Questions?
Bruce A Bender
Bruce A. Bender
FloodSmart
Marketing
Team
480
‐
368
‐
1223
480 368 1223
[email protected]
Who wants to buy flood
i ?
