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NATIONAL FLOOD DETERMINATION ASSOCIATION
2009 ANNUAL RETREAT
FloodSmart UpdateBruce A. Bender
April 6, 2009
Policies In Force Update
• As of January ‘09: 5.61 million• Growth from June ‘04 – Jan ‘09: 26.2%• Growth CT5: 0.79% (since 4/08)
Net Policy Growth
MAR04 4,470,310
JAN09 5,610,921
4,400,000
4,600,000
4,800,000
5,000,000
5,200,000
5,400,000
5,600,000
5,800,000
Mar04 Jul04 Nov04 Mar05 Jul05 Nov05 Mar06 Jul06 Nov06 Mar07 Jul07 Nov07 Mar08 Jul08 Nov08
Policies In Force Update
• Growth in SFHA exceeds NSFHA– But sales higher in
NSFHA!
Retention improves significantly
Monthly Net Growth by Risk Area
-20,000
-15,000
-10,000
-5,000
0
5,000
10,000
15,000
20,000
25,000
Jan08 Feb08 Mar08 Apr08 May08 Jun08 Jul08 Aug08 Sep08 Oct08 Nov08 Dec08 Jan09
NSFHA SFHA
60.0%
70.0%
80.0%
90.0%
100.0%
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
CT1 CT2 CT3 CT4 CT5
Policy Retention
Campaign Summary*
• DRTV Estimated Impressions: 1.1 billion• Print Estimated Circulation: 32.4 million• PR (stories w/FloodSmart) Circulation: 138 million• Direct Mail Pieces Mailed: 6.37 million• Calls to Call Center: 79,500• FloodSmart.gov hits: 1.26 million• Agent Referrals (FloodSmart.gov + Call center):
60,700• Risk Profile on FloodSmart.gov: 557,000
* April 2008 – December 2008
Campaign Summary
• Agents.FloodSmart.gov– 27,000 Registered Agents– 13,000+ Referral Agents– 1,000+ agents used Co-Op ads– Mail On Demand has had 650
log-ins and 23 orders to date
Campaign Highlights - FSAW
• Flood Safety Awareness Week: March 15-21, 2009– Partnered with NOAA and the NWS– Web site with interactive map and tools– Outreach Results as of March 30
– Web site had over 8,000 visitors – More than 1.25MM media impressions– 13 different organizations distributed
FSAW press releases and messages.– Received strong support from insurance
associations
www.floodsmart.gov/noaafloodweek
Campaign Highlights – Updated FloodSmart.gov
• Content updates• “One-stop-shop” for risk profile
and agent referrals• Toolkits are available for
download• Shareable assets:“Flood
Scenarios” and the “Cost of Flooding” tools
• Testimonial videos can be linked from YouTube
Campaign –Coming Soon –Mail on Demand
• New PRP Template
• Homeowners Cross-Sell Promotion
PRP Template
Homeowners Cross-Sell Template
Campaign – Coming Soon –Much More
• Hurricane Season– Widget – Landing Page– Theme: “Hurricane Season is Flood Season”
• Buffer Zone Direct Mail
• Testimonial
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