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FloodSmart Marketing Programs for Trained Agents

The NFIP FloodSmart Campaign was launched in June 2004 to communicate flood insurance information to the widest possible audience of consumers and insurance agents. Now, to better align FloodSmart agent programs with evolving State and Federal training requirements, the NFIP is modifying two programs specifically designed for agents: the Agent Referral Program and the Agent Co-Op Program, both available in the Agents section of the FloodSmart website.


Agent Referral Program

Beginning January 1, 2008, the Welcome page of the FloodSmart secure website for agents will display a notice that only agents who have received flood insurance training within the previous12 months will be included in the Referral Program listing or other marketing activities that produce leads. Agents who join the Referral Program will be required to document their flood training. Agents already in the program will be contacted and allowed 3 months to provide documentation.


Agent Co-Op Program

Beginning January 1, 2008, completing flood insurance training within the previous 12 months will become a prerequisite for participation in the Agent Co-Op Program, rather than an additional incentive to receive reimbursement for advertising costs. Every agent trained in flood insurance can receive up to 75-percent reimbursement of flood insurance advertising costs. Training documentation will still be required at the reimbursement phase.


Personalized Direct Mail Program

In addition to the improvements in the marketing programs for trained agents, the NFIP will also launch an automated direct mail program this fall. Developed in response to agent requests, this program expands the current Co-Op Program by providing agents the ability to personalize FloodSmart-branded direct mail items from their personal computer. Agents will be able to personalize salutations and closings, upload their photo and logo, purchase postage and targeted mailing lists, upload their mailing lists, and order printing and mailing from their desktop.

Payment for postage, printing, and other associated expenses can be charged by credit card on a secure third-party site. The program will debut with templates for a customer acquisition letter, a cross-sell letter to homeowners insurance policyholders, and a welcome/thank-you letter. More advertising tools may be added in the future.


New Print Ads Reach Agents

Two new print ads have been developed for use in national trade publications to communicate with agents who aren't actively selling flood insurance. The message of both ads is that agents can strengthen relationships with their customers by offering them flood insurance.

The first ad, "This is why you sell flood insurance," focuses on the mutual benefits of protecting your customer.

advertisement that includeds a color photo of a flooded living room (click for larger image)

The second ad, "Sorry to hear about the flood," focuses on growing the customer relationship and therefore your business.

advertisement that includes a color photo of wet red roses (click for larger image)

The ads ran in the July and August American Agent and Broker, Independent Agent, Insurance Journal, National Underwriter, and Rough Notes.


Marketing Campaign Results

Since the NFIP began the FloodSmart campaign in 2004, its success in connecting interested consumers with insurance agents to purchase flood insurance has been unprecedented. The following results were measured from May 2004 through June 2007:
  • Exceeded the NFIP 5-percent annual net growth goal in each of the past 2 years (7.74 percent since June 2006).
  • FloodSmart.gov is averaging 247,622 monthly visits.
  • 7,415 agents enrolled in the Agent Referral Program through Agents.FloodSmart. gov.
  • 996,134 flood risk assessments were taken by prospective policyholders on FloodSmart.gov.
  • 56.2 percent of policyholders were retained through the retention direct mail program.
  • 9,281,559 potential policyholders were reached through acquisition direct mail.
  • 6.9 percent of lapsed policyholders who received the "win-back" direct mailing resumed coverage.
  • 1,028,535,768 impressions were earned through stories placed in The New York Times, USA Today, The Wall Street Journal, and other print media.
  • More than 302,836 customer referrals have been provided by the website and the NFIP Referral Center to agents enrolled in the Agent Referral Program

For more information about FloodSmart, visit the FloodSmart website (http://www.floodsmart.gov for consumers and other stakeholders or http://agents.floodsmart.gov for insurance agents) or contact the NFIP Referral Center (888-379-9531).
 Last updated on October 1, 2007