Agent Marketing Toolkit Hurricane Season 2018 Agent Marketing Toolkit

About this toolkit The content in this toolkit, developed by FEMA’s National Flood Insurance Program (NFIP), is for insurance agents to use during hurricane season (June – November) to educate clients about the importance of flood insurance. In this toolkit, you’ll find helpful talking points to use in all communications materials—and in conversations with potential new clients. You will also find recommended Facebook and Twitter posts and graphics, sample website content, and brochures to have on-hand. All of the messaging and resources should be used when flood events are likely, but not imminent. The goal is to reach current or potential clients when the threat of a hurricane is top-of-mind, but to avoid the perception of marketing flood insurance when a storm is about to hit (or after it has hit), as it is likely too late for clients to get covered at that time. In addition to communicating about the importance of flood insurance, make sure to help clients understand other the hurricane preparedness steps that they can take.

Hurricane Season Campaign Talking Points: How to Speak Flood Social Media Marketing Resources Web & Email Marketing Resources Print Materials Agent Marketing Toolkit

Talking Points: How to Speak Flood

Key Messages: Flood Insurance TALKING POINTS: HOW TO SPEAK FLOOD Key Messages: Flood Insurance In your efforts to raise awareness about the importance of purchasing flood insurance, include these messages in all communications: Now is the time to prepare for hurricane season: Buying flood insurance is one of the most important steps you can take to protect the life you’ve built. Don’t delay because flood insurance policies typically take up to 30 days to go into effect. It can happen again: The 2017 hurricane season was one of the most devastating and costly on record, and forecasters predict that these severe storms will continue this year. Just one inch of water in an average-sized home can cause more than $25,000 in damage: Remember, most homeowners insurance does not cover flooding. Flooding can happen anywhere, not just in high-risk areas: More than 25% of flood insurance claims come from outside the high-risk area.

Key Messages: Hurricane Preparedness TALKING POINTS: HOW TO SPEAK FLOOD Key Messages: Hurricane Preparedness In your communications about the importance of flood insurance, be sure to also include the following steps your clients can take to prepare for hurricane season. You can’t control the weather, but you can prepare for it: This hurricane season, make sure your family is protected. Make a communication plan, know your evacuation routes, and create a storm bag filled with essential disaster supplies, like medication and key documents (insurance policies, bank information, etc.). Take time to document: Take pictures and video, and keep a record of your most valuable belongings. In the event of flooding, this documentation will help you file a claim and recover more quickly. Prepare your home: Remove damaged trees and limbs, secure and reinforce the roof, and remove debris from gutters to prevent water damage. Before a hurricane: NFIP flood policies will cover up to $1,000 in expenses incurred to protect your insured property from an immanent flood event. This includes purchasing sandbags, plastic sheeting, and lumber.

Social Media Marketing Resources

SOCIAL MEDIA MARKETING RESOURCES Social Media Content The following paid and organic Facebook and Twitter posts encourage business owners, property owners, and renters to purchase a flood insurance policy now before peak hurricane risk. Publish these posts from your individual agent page or from your company’s page. Each post includes introductory copy, a “call to action” for prospective clients, and a selection of corresponding images. FEMA will also publish Facebook posts during Hurricane Season from FEMA’s Facebook page (facebook.com/FEMA). We encourage you to share these posts with your followers and include your own customer-specific commentary.

Social Media Content: Facebook Lead Generation Paid Ad SOCIAL MEDIA MARKETING RESOURCES Social Media Content: Facebook Lead Generation Paid Ad If you’re considering paid promotional ads, Facebook is a strong channel to identify new leads. Facebook Lead Generation Ads appear directly in individuals’ news feed and feature a “call to action” (CTA) button that encourages individuals to sign up and receive more information. Once the user clicks the CTA button, a window opens with their contact information prepopulated (e.g., email address, phone number, etc.), making it easy for them to share, and for you to start a conversation. Among insurance industry advertisers, these ads have an average cost-per-click of $3.77.

Social Media Content: Facebook Lead Generation Paid Ad Example SOCIAL MEDIA MARKETING RESOURCES Social Media Content: Facebook Lead Generation Paid Ad Example Post Copy: Just 1 inch of water can cause more than $25k in damage to your home. Don’t get caught unprepared this hurricane season. Headline: Buy flood insurance today. Link Description: Let [insert your company’s name here] help you purchase a flood insurance policy today. Call to Action Button Recommendations: Get a Quote Learn More

Social Media Content: Facebook Sample Post SOCIAL MEDIA MARKETING RESOURCES Social Media Content: Facebook Sample Post

Social Media Content: Facebook SOCIAL MEDIA MARKETING RESOURCES Social Media Content: Facebook Last year, back-to-back hurricanes of Harvey, Irma, and Maria caused nearly $200 billion in damage. Is your family prepared this #hurricane season? Visit [insert link to your website] to purchase flood insurance today. #FloodSmart That’s the number of days it takes for #flood insurance to go into effect. Don’t wait for the next storm, visit [insert link to your website] to purchase a policy and protect the life you’ve built. #FloodSmart Low-risk doesn’t mean no risk. This hurricane season, make sure you’re prepared: [insert link to your website] #FloodSmart

Social Media Content: Facebook (cont.) SOCIAL MEDIA MARKETING RESOURCES Social Media Content: Facebook (cont.) FACT: Most homeowners insurance does not cover flood damage. Now is the time to prepare for #hurricane season. We’ll help you find the right policy today: [insert link to your website] #FloodSmart One inch of flooding can result in more than $25k in damage to your home. Let [insert your company’s name here] help you purchase flood insurance before the next storm hits: [insert link to your website] #FloodSmart

Social Media Content: Facebook Video SOCIAL MEDIA MARKETING RESOURCES Social Media Content: Facebook Video “Having flood insurance meant having one thing less to worry about.” Rupi Prasad lost almost everything in Hurricane #Harvey. Learn how flood insurance is helping her get back to her home and get back to retirement: http://bit.ly/2HnreiA #FloodSmart With flood insurance, the Tiptons rebuilt their home safer and stronger after Hurricane Matthew. Learn why flood insurance is worth the investment: http://bit.ly/2qVdXCM #FloodSmart U.S. Army Sgt. Gary Boggs almost lost everything during Hurricane #Irma. Flood insurance gave him the financial protection he needed after the storm. Watch his story: http://bit.ly/2F8qhVv #FloodSmart Jeff Baugh’s daughter was just one week old when Hurricane #Harvey hit. Flood insurance helped his young family get back in their home and back to their life: http://bit.ly/2HlrOgQ #FloodSmart

Social Media Content: Twitter Sample Post SOCIAL MEDIA MARKETING RESOURCES Social Media Content: Twitter Sample Post

Social Media Content: Twitter SOCIAL MEDIA MARKETING RESOURCES Social Media Content: Twitter Is your family prepared for #hurricane season? Add flood insurance to your to-do list this week. Visit [insert link to your website] to find the right policy for you. #FloodSmart That’s the number of days it takes for your #flood insurance to go into effect. Don’t wait for the next storm, visit [insert link to your website] to help protect your home this hurricane season. #FloodSmart Low-risk doesn’t mean no risk. This hurricane season, make sure you’re prepared: [insert link to your website] #FloodSmart

Social Media Content: Twitter (cont.) SOCIAL MEDIA MARKETING RESOURCES Social Media Content: Twitter (cont.) Hurricane season is here. Have you taken steps to protect your home? We’ve got all the tips needed to be #FloodSmart this hurricane season: [insert link to your website] One inch of flooding can result in more than $25k in damage to your home. This #hurricane season, let [insert your company’s name here] help you find a flood insurance policy: [insert link to your website] #FloodSmart

Social Media Content: Twitter Video SOCIAL MEDIA MARKETING RESOURCES Social Media Content: Twitter Video “Having flood insurance meant having one thing less to worry about.” Rupi Prasad lost almost everything in Hurricane #Harvey. Flood insurance is helping her get back to her home and her retirement: http://bit.ly/2HnreiA #FloodSmart With flood insurance, the Tiptons rebuilt their home safer and stronger after Hurricane Matthew. Flood insurance is worth the investment: http://bit.ly/2qVdXCM Find the right policy for you [insert link to your website] #FloodSmart .@USArmy Sgt. Gary Boggs almost lost everything during Hurricane #Irma. Flood insurance gave him the financial protection he needed after the storm: http://bit.ly/2F8qhVv Get covered today: [insert link to your website] and be #FloodSmart Jeff Baugh’s daughter was one week old when Hurricane #Harvey hit. Flood insurance helped his family get back in their home and back to their life: http://bit.ly/2HlrOgQ Learn how you can be #FloodSmart: [insert link to your website]

Web & Email Marketing Resources

WEB & EMAIL MARKETING RESOURCES Website Copy The following copy can be displayed on the homepage of your website or run like a banner alert along the top of your webpage. HEADER: FEMA Advisory: Prepare for Hurricane Season Today With Flood Insurance BODY: The 2017 hurricane season was one of the most devastating and costly on record. This year, don’t get caught unprepared. Purchase flood insurance today before the next storm strikes. Policies typically take up to 30 days to go into effect, so act now to protect the life you’ve built.

Marketing Email: Existing Customers (Purchase) WEB & EMAIL MARKETING RESOURCES Marketing Email: Existing Customers (Purchase) Subject line: [Name], are you prepared for hurricane season? Hi [insert customer name], [Insert client-specific greeting] As you know, hurricane season is officially here, and I wanted to check-in with [you/your family] before severe weather arrives. Last year’s hurricane season was one of the most devastating and costly on record, and forecasters predict that this year will bring more of the same. FEMA and the National Flood Insurance Program are advising all [insert area] residents to act now to protect their homes and families. We strongly recommend purchasing flood insurance for your home today—policies typically take up to 30 days to go into effect. Your current [insert type of policy they currently have with you, i.e. home, renters, auto insurance policy], although important for other protections, will not protect you from flood damage. Buying flood insurance is one of most important steps you can take to protect your investment before the next storm. [insert “Learn More” button to drive to the landing page] Please feel free to reach out with any questions, or to learn more about the right level of coverage for your home. [insert email signature with contact information] ps. In addition to purchasing flood insurance, here are five steps you can take today to protect the life you’ve built this hurricane season: Have a plan. Make a family communication plan for storms, and know your evacuation routes. Gather emergency supplies. Create a storm bag with essential disaster supplies, like medication and key documents. Document all belongings. If you have flood insurance, make sure to take pictures and keep a record of your most valuable belongings. After a storm, this documentation will help you file a claim and recover more quickly. Prepare your home. Remove damaged trees and limbs, secure and reinforce the roof, and remove debris from gutters to prevent water damage. Before a hurricane. NFIP flood policies will cover up to $1,000 in expenses incurred to protect your insured property. This includes purchasing sandbags, plastic sheeting, and lumber.

Marketing Email: Existing Customers (Renew) WEB & EMAIL MARKETING RESOURCES Marketing Email: Existing Customers (Renew) Subject line: [Name], are you prepared for hurricane season? Hi [insert customer name], [Insert client-specific greeting] As you know, hurricane season is officially here, and I wanted to check-in with [your family] before severe weather arrives. Last year’s hurricane season was one of the most devastating and costly on record, and forecasters predict that this year will bring more of the same. You’ve taken the first step by purchasing a flood insurance policy, but to maintain coverage you must renew your policy each year. Have you renewed your flood insurance policy this year? Your current [insert type of policy they currently have with you, i.e. home, renters, auto insurance policy], although important for other protections, will not protect you from flood damage. That’s why flood insurance is the most important thing you can do to protect against the devastating cost of flooding. Please feel free to reach out with any questions. [insert email signature with contact information] ps. In addition to purchasing flood insurance, here are five steps you can take today to protect the life you’ve built this hurricane season: Have a plan. Make a family communication plan for storms, and know your evacuation routes. Gather emergency supplies. Create a storm bag with essential disaster supplies, like medication and key documents. Document all belongings. If you have flood insurance, make sure to take pictures and keep a record of your most valuable belongings. After a storm, this documentation will help you file a claim and recover more quickly. Prepare your home. Remove damaged trees and limbs, secure and reinforce the roof, and remove debris from gutters to prevent water damage. Before a hurricane. NFIP flood policies will cover up to $1,000 in expenses incurred to protect your insured property. This includes purchasing sandbags, plastic sheeting, and lumber.

Marketing Email: New Customers (Purchase) WEB & EMAIL MARKETING RESOURCES Marketing Email: New Customers (Purchase) Subject line: 5 ways to prepare for hurricane season today! [Insert header banner image] Dear [insert name of city/community] resident, As you know, hurricane season is officially here, and as your local [insert company name] agent, I want to make sure [you are] prepared. The 2017 hurricane season was one of the most devastating and costly on record, and forecasters predict that this year will bring more of the same. FEMA and the National Flood Insurance Program are advising all [insert area] residents to act now to protect their homes and families. We strongly recommend purchasing flood insurance today—policies typically take up to 30 days to go into effect. Here are five steps you can take today to protect the life you’ve built this hurricane season: Have a plan. Make a family communication plan for storms, and know your evacuation routes. Gather emergency supplies. Create a storm bag with essential disaster supplies, like medication and key documents. Document all belongings. If you have flood insurance, make sure to take pictures and keep a record of your most valuable belongings. After a storm, this documentation will help you file a claim and recover more quickly. Prepare your home. Remove damaged trees and limbs, secure and reinforce the roof, and remove debris from gutters to prevent water damage. Purchase flood insurance. Most homeowners insurance doesn’t cover flood damage. With a flood policy from the NFIP, you’re covered—up to $250,000 for your home and $100,000 for belongings. Additionally, NFIP policies reimburse up to $1,000 in expenses incurred before a hurricane to protect your insured property. This includes purchasing sandbags, plastic sheeting, and lumber. [insert “Learn More” button to drive to the website] Please feel free to reach out with any questions, or to learn more about the right level of coverage for your home or business. [insert email signature with contact information]

Marketing Email: Images WEB & EMAIL MARKETING RESOURCES Marketing Email: Images Optional images to include in your client marketing emails. Copy and paste the images below into your preferred email marketing program, keeping sizing in mind. HEADER BANNER (OPTIONAL: INSERT YOUR LOGO IN THE BANNER) LEARN MORE BUTTON; LINK TO FLOODSMART.GOV/HURRICANE PULLED QUOTE (OPTIONAL)

Print Materials

PRINT MATERIALS Brochures Keep these informational materials on hand to educate clients and help guide your conversations about the importance of purchasing flood insurance. Why Do I Need Flood Insurance? (F-061): (Coming Soon to FEMA.gov/library)

PRINT MATERIALS Brochures (cont.) Protect Your New Home (F-697) Download Preferred Risk Policy for Homeowners and Renters (F-436) Download

Contact: Butch Kinerney Eugene.Kinerney@fema.dhs.gov Questions?