Hurricane Season

2018
Agent Marketing Toolkit

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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, email marketing
copy, 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

Agent Marketing Toolkit
Print Materials
Talking Points:
How to Speak Flood
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.

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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 imminent flood
event. This includes purchasing sandbags, plastic sheeting, and lumber.
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Social Media
Marketing Resources
SOCIAL MEDIA MARKETING RESOURCES

Social Media Content

The following paid ad copy 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.

* To save the social graphics, right click the image and select “Save As
Picture.” Select the correct file location, and click “Save Original Picture”
from the “Save” drop-down menu. This keeps the file size and format.

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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.

Note: All organic post copy can be repurposed for paid acquisition ads. However,
we ask that the survivor story videos not be used for paid ad campaigns, out of
respect to survivors and FEMA’s written agreement with video participants.

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SOCIAL MEDIA MARKETING RESOURCES

Paid Social Media Content: Facebook

Lead Generation 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

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SOCIAL MEDIA MARKETING RESOURCES

Organic Social Media Content:

Facebook Sample Post

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SOCIAL MEDIA MARKETING RESOURCES

Organic 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

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SOCIAL MEDIA MARKETING RESOURCES

Organic 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

* To save the social graphics, right click the image and select “Save As Picture.” Select the correct file location,
and click “Save Original Picture” from the “Save” drop-down menu. This keeps the file size and format.

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SOCIAL MEDIA MARKETING RESOURCES

Organic Social Media Content:

Facebook Video
“Having flood insurance meant having one thing less to worry about.” Rupi
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. 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’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

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SOCIAL MEDIA MARKETING RESOURCES

Organic Social Media Content:

Twitter Sample Post

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SOCIAL MEDIA MARKETING RESOURCES

Organic 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

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SOCIAL MEDIA MARKETING RESOURCES

Organic 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

* To save the social graphics, right click the image and select “Save As Picture.” Select the correct file location,
and click “Save Original Picture” from the “Save” drop-down menu. This keeps the file size and format.

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SOCIAL MEDIA MARKETING RESOURCES

Organic Social Media Content:

Twitter Video
“Having flood insurance meant having one thing less to worry about.” Rupi
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. 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’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]

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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.

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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. Many people incorrectly assume that their homeowners insurance covers flood damage. In fact, nearly 80 percent of households impacted by
Hurricane Harvey did not have flood insurance.

[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.

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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.

Many people incorrectly assume that their homeowners insurance covers flood damage. In fact, nearly 80 percent of households impacted by Hurricane Harvey did
not have 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.

 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.

[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] 22

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)

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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-002):

Download

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PRINT MATERIALS

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

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