FEMA | NFIP | Regional Toolkit · Web viewAn example op-ed that can be tailored across FEMA...
Transcript of FEMA | NFIP | Regional Toolkit · Web viewAn example op-ed that can be tailored across FEMA...
FEMA | NFIP | Regional Toolkit
Table of ContentsSection 1: Toolkit Overview..........................................................................................3
1.1 Toolkit Purpose and Use.........................................................................................31.2 Toolkit Content Summary........................................................................................3
Section 2: Core Materials..............................................................................................62.1 Core Messages.......................................................................................................62.2 Earned and Social Media Tips................................................................................72.3 Sample Flood Imagery............................................................................................92.4 Flood Survivor Stories...........................................................................................152.5 Storm Response Op-Ed Template........................................................................162.6 Marketing Materials...............................................................................................182.7 Brochures and Fact Sheets...................................................................................19
1. Section 1: Toolkit Overview
1.1 Toolkit Purpose and UseWhen making the case for flood insurance, compelling data is only part of the equation. A supporting narrative, consistent messaging, and actionable insights that resonate with National Flood Insurance Program’s (NFIP’s) key audiences contextualize data and compel people to take action. This toolkit consists of tools, templates, and resources that can be used by FEMA regional offices—particularly the External Affairs Divisions and Regional Flood Insurance Specialists (RFIS)—to communicate important messages about flooding and flood insurance, and ultimately help people before, during, and after a flood event.
Given the diversity of audiences, stakeholders, and weather patterns across the country, one size does not fit all. The materials in this document are designed to be customized by regional offices. Incorporating local data and details will enhance the enclosed documents so they can most effectively communicate with regional offices’ unique local communities. The toolkit includes highlighted placeholders meant to be modified.
When using the materials, regional offices should be mindful of and follow their office’s concurrence processes for approval, use, dissemination, and printing. Materials in this document will be updated year-round, on a regular basis. Flood Insurance Specialists will be notified of updates via email and/or the monthly calls with regional offices. If you have questions or feedback on the content provided in this toolkit, please contact Amanda Bicknell at [email protected] or Eugene Kinerney at [email protected].
1.2 Toolkit Content Summary
Category Document
Description/Purpose Who is this for?
Messaging
NFIP core messages
NFIP’s central messaging and essential information about the necessity of flood insurance.
Can be used as a foundation for talking points, presentations, and outreach materials.
External Affairs, Regional Flood Insurance Specialists
Earned media
Earned and social media tips
An overview of best practices that ensure effective media outreach including interview and social media tips to amplify media outreach.
External Affairs
Sample flood imagery
Spring Flood, Storm Season, Coastal and Inland Flooding images from the FEMA image
External Affairs, Regional Flood Insurance
library. Images can be used in
presentations, on social media, and other outreach materials.
Specialists
Flood survivor stories (videos)
Short and longer form videos of flood survivors, including video summary.
Videos can be used in presentations and on social media.
External Affairs, Regional Flood Insurance Specialists
Templates Template op-ed
An example op-ed that can be tailored across FEMA regional offices.
External Affairs
Marketing materials
Why Do I Need Flood Insurance?
Printable pamphlet that clears up common misconceptions about flooding and flood insurance.
Includes important facts about flooding and the coverage options available to policyholders.
External Affairs, Regional Flood Insurance Specialists
Your Homeowners Insurance Does Not Cover Flooding
This double-sided publication cautions homeowners that most homeowners insurance policies do not cover floods. Only flood insurance reimburses homeowners for flood damage to property.
External Affairs, Regional Flood Insurance Specialists
Make It Your Business Fact Sheet
An agent-facing fact sheet outlining the NFIP’s commitment to educating customers and communities about flood risk, and how agents can make a difference.
External Affairs, Regional Flood Insurance Specialists who interface with WYOs/agents
Residential brochure about NFIP’s Preferred Risk Policy (PRP).
External Affairs, Regional Flood Insurance Specialists
Preferred Risk Policy
General flood graphic
Evergreen flood graphic with NFIP branding that can be used in presentations, on social media, and in other materials.
External Affairs, Regional Flood Insurance Specialists
Brochures and fact sheets
Starting Your Recovery
A guide to filing a claim, and preparing for an inspection and home repair after a flood.
External Affairs, Regional Flood Insurance Specialists
How to File a Infographic illustrating the process External Affairs,
Flood Insurance Claim
of filing a flood insurance claim. Regional Flood Insurance Specialists
Increased Cost of Compliance Coverage Brochure
A two-sided informational brochure including a summary of Increased Cost of Compliance (ICC) coverage and what types of costs are included under ICC. Also includes information about
eligibility and how to start the ICC claims process after a flood.
Brochure can be printed as part of outreach materials.
Regional Flood Insurance Specialists
Who’s Knocking at Your Door?
An overview of who policyholders can expect to visit their home to help them recover after a flood.
Brochure can be printed as part of outreach materials.
Regional Flood Insurance Specialists
The Flood Claim Process Fact Sheet
A one-page, step-by-step guide outlining the flood claim process.
External Affairs, Regional Flood Insurance Specialists
How to File a Flood Insurance Claim
A graphic that describes the process of filing a flood insurance claim.
External Affairs, Regional Flood Insurance Specialists
Understanding Flood Loss Avoidance
Provides an overview of flood loss, what is covered under a standard flood insurance policy, and eligibility.
External Affairs, Regional Flood Insurance Specialists
Federal Insurance and Mitigation
A customer-focused overview that outlines how to apply for disaster housing and other assistance.
External Affairs, Regional Flood Insurance Specialists
After the Flood—What Policyholders Need to Know
A policyholder guide to minimizing the spread of mold after a flood.
External Affairs, Regional Flood Insurance Specialists
Section 2: Core Materials
2.1 Core MessagesThe following evergreen messages are intended for current and prospective flood insurance policyholders.
Overview The core messages below stress the importance of flood insurance and align with the National Flood Insurance Program’s (NFIP) central messaging, communicating essential information about the necessity of flood insurance and the protection it provides.
Risk Flooding is unpredictable. It can impact anyone—whether your property is
inside or outside of the high-risk flood area. Properties in high-risk areas known as a Special Flood Hazard Area (SFHA),
have at least a one-in-four chance of flooding during a 30-year mortgage. You do not need to live near water to experience flooding. Twenty percent of all flood insurance claims come from properties outside of the
high-risk flood areas. Floods are caused by storms, melting snow, hurricanes, water backup due to
inadequate or overloaded drainage systems, and broken water mains. In the past several years, about 75 percent of all declared disasters involved
flooding.
Prepare You can’t control the weather but you can prepare for it. Buy flood insurance
before a flood happens, otherwise you won’t be covered. Flood insurance policies typically take 30 days to go into effect. If you wait to
purchase a policy until after a flood event threatens or occurs, your property won’t be protected from the damage caused by that flood event.
Most renters and homeowners insurance policies do not cover flood damage, and flood insurance policies don’t automatically renew.
Flood insurance isn’t just another monthly fee for owning or renting a home. It’s an investment in the well-being and resiliency of your family.
About 80 percent of households impacted by hurricanes last year (2017) did not have flood insurance.
Insured survivors are able to recover faster and more fully from a flood than their uninsured neighbors.
Value Floods are the most common and costly natural disaster in the U.S. Why risk
being without flood insurance?
The average property owner can purchase flood insurance for less than $2 a day.
One inch of water in a home could cost more than $25,000 in flood damage. It’s a small price to pay for peace of mind. In 2016, the average flood insurance claim to policyholders in the U.S. was
$62,000. The average FEMA disaster assistance grant is less than $5,000.
Protect Protect the life you’ve built by purchasing flood insurance today. Contact your insurance agent or visit floodsmart.gov to learn more about your
flood risk and flood insurance options. If you are interested in purchasing flood insurance, your homeowners, renters,
or business insurance agent may be able to help you. You can also reach the National Flood Insurance Program (NFIP) Help Center
for questions about flood insurance at 1-800-427-4661.
2.2 Earned and Social Media Tips
OverviewThe below best practices and tips will help ensure that your team is executing high-impact media outreach, interviews and social media posts. There may be different levels of public relations and social media experience. Therefore, we’ve provided a broad range of tips.
Media Outreach Tips The below tips will help increase your chances of securing interest with media.
Be prepared. Have all your materials ready, including a schedule of when your spokespeople will be available for interviews.
Do your research. Read up on the reporters and outlets and their previous coverage. Know in advance what they write about and what will garner their attention. For this announcement, reporters who cover weather or local news will be priority.
Don’t pitch everyone. Make sure to contact outlets that will cover this news. We recommend public radio stations and local TV affiliates, as well as hyper-local publications, including HOA newsletters, community publications, city papers, and free newspaper circulars. Target both reporters who have previously covered the topic as well as the news desks.
Timing is key. Reach out to AP, print, and radio reporters between 10 a.m. and 1 p.m. local time (leave a voicemail on the first call only). Reach out to TV news desks before their production meetings, which typically take place at 9 a.m. and 3 p.m., and to TV reporters before 1 p.m.
Be concise. To maximize a reporter’s interest in your announcement, make sure your pitch is concise so they know right away what you are telling them. Share only topline points, saving additional details for follow-up questions.
Be a partner. Be helpful, responsive, and respectful of the reporters’ deadlines. Help them find other people willing to speak on the record.
Don’t pitch without a backup plan. If an outlet doesn’t have the capacity to write a story or run a package on your announcement, have another ask ready—whether it’s asking for a voiceover or reader during a newscast or asking for a mention on social media.
Don’t get discouraged. Even if reporters are not able to write about this topic, reaching out is an opportunity to build and strengthen relationships with the media, which can help you earn coverage in the future.
Interview Tips Below are tips for spokespeople to consider when conducting interviews with media.
Be strategic. Know your message and objective in advance and answer every question with that message.
Be snappy. Only a few sentences from your interview will make it into the story, so everything you say should restate or reinforce your message. Keep responses less than 15 seconds long, and include your key messages in every single answer, even if it feels redundant.
Know your audience. Reporters aren’t your audience; their readers or viewers are. Answer questions as if you’re speaking directly to your target audience.
Make it tangible. Make a connection between your issue and your audience. Use personal anecdotes or analogies to reinforce your key points.
Don’t make up answers. If you don’t know the answer to a question, tell the reporter you will get back to him or her, or (if relevant) say you’re not in a position to speak to that issue and then pivot back to your message.
Don't go into the weeds. Know what level of detail to provide a reporter. Don’t try to educate the reporter about every single issue; it leads to confusion, distracts from your core messaging and can back you into a corner.
Don't speak in jargon. Adjust your vocabulary to the technical level of the readers or viewers, which generally means speaking at a 5th grade comprehension level around your topic. If you use unfamiliar terms, you’ll decrease the chances of an accurate story.
Social Media Tips Below are tips to consider while developing and sharing content on Twitter and Facebook to amplify media outreach efforts.
Timing is key. The best time to post content on your social media channels is between noon and 3 p.m. local time and then again between 5 p.m. and 7 p.m. local time.
Know your audience. Listen to the sentiments of your followers. This will help you tailor other posts to your followers’ interests and increase engagement.
Be concise. Post often, but keep your content simple, yet informative. Engage. Engage with your audience by liking or sharing their content and
tagging others in your posts. Retweet positive quotes or mentions about your
initiative and thank reporters and bloggers who write about you or your work. (For quality control, always click through to view a link before retweeting).
Tag relevant accounts. Mention press and partners in posts to grab their attention and potentially broadcast your message to their network. For example, @mention media outlets that reported a story or @mention a partner organization.
Add images. Include visually appealing, relevant images with posts to help boost engagement. Always make sure the images you share are high-quality.
Don’t overuse hashtags. Use 0-1 hashtags in each post to connect with larger trends and conversations. It’s worth considering even adding an emoji.
Don’t be self-centered. Making your posts too promotional may divert followers from reading or engaging with your content.
2.3 Sample Flood Imagery
OverviewThe images below, sourced primarily from the FEMA image library, are for use in presentations, across social media, and in other foundational materials. Some images are located on and linked to FEMA’s internal SharePoint site. Images range from spring flood, storm season, flood after fire, and coastal and inland flooding. Source files are included for photos that feature the FEMA logo. These photos can be used on internal and external platforms in perpetuity.
Description Usage Photo
Couple wading through water by home
Source:FEMA’s image library
Link: https://www.fema.gov/media-library/assets/images/58737
Aerial view of flooded
neighborhood
Source: FEMA’s image library
Link: https://www.fema.gov/media-library/assets/images/125877
Aerial view of flood
Source: FEMA’s image library
Link: https://www.fema.gov/media-library/assets/images/58722
Residential neighborhood
affected by flooding
Source: FEMA’s image library
Link: https://www.fema.gov/media-library/assets/images/58773
Home under water
Source: FEMA’s image library
Link: https://www.fema.gov/media-library/assets/images/41682
Suburban neighborhood under water
Source: FEMA’s image library
Link: https://www.fema.gov/media-library/assets/images/57065
Aerial view of flooded homes
Source: FEMA’s image library
Link: https://www.fema.gov/media-library/assets/images/53220
Aerial view of homes affected by flood waters
Source: FEMA’s image library
Link: https://www.fema.gov/media-library/assets/images/41628
Rural home affected by
floods
Source: FEMA’s image library
Link: https://www.fema.gov/media-library/assets/images/52917
Aerial view of downtown
flood
Source: FEMA’s image library
Link: https://www.fema.gov/media-library/assets/images/56930
Severe damage from flood waters
Source: FEMA’s image library
Link: https://www.fema.gov/media-library/assets/images/55789
View from flooded street
Source: FEMA’s image library
Link: https://www.fema.gov/media-library/assets/images/13560
6
Roads blocked by still
water
Source: FEMA’s image library
Link: https://www.fema.gov/th/media-library/assets/images/131
857
Aerial view of flooded street
Source: FEMA’s image library
Link: https://www.fema.gov/media-library/assets/images/12618
7
Flooded street
Source: FEMA’s image library
Link: https://www.fema.gov/media-library/assets/images/12560
9
Flooded street with Dead End
sign
Source: FEMA’s image library
Link: https://www.fema.gov/media-library/assets/images/12305
6
Image of flooded home from the street
view
Source: FEMA’s image library
Link: https://www.fema.gov/media-library/assets/images/35763
Man cleans property after
large flood
Source: FEMA’s image library
Link: https://www.fema.gov/media-library/assets/images/41263
Two FEMA officials
evaluate flood damage
Source: FEMA’s image library
Link: https://www.fema.gov/media-library/assets/images/115988
Two hurricane survivors look over a flooded
street
Source: FEMA’s image library
Link: https://www.fema.gov/media-library/assets/images/59608
Flooded water covers a gas
station
Source: FEMA’s image library
Link: https://www.fema.gov/media-library/assets/images/124886
Floodwater covers homes
on stilts
Source: FEMA’s image library
Link: https://www.fema.gov/media-library/assets/images/36628
Home court destroyed after
fire
Source: FEMA’s image library
Link: https://www.fema.gov/media-library/assets/images/52061
Aerial view of burned homes
Source: FEMA’s image library
Link: https://www.fema.gov/media-library/assets/images/52003
Burned structure and
car
Source: FEMA’s image library
Link: https://www.fema.gov/media-library/assets/images/51965
2.4 Flood Survivor Stories
OverviewBelow are summaries of and links to flood survivor videos. Each video portrays the firsthand account of those who have survived floods and the importance of having flood insurance. The videos contain a long (:90) and short (:30) version for use in presentations, on social media, and other foundational materials.
The music in the flood survivor videos is approved only for use in the 4x :90 second ads and 4x :30 second videos. All videos are free to post to the web organically and can be used at conferences and for presentations in perpetuity.
Video Summary Links
Sergeant Gary Boggs
Sergeant Gary Boggs served in the United States Army for 10 years, until a roadside bomb medically retired him in 2004. After returning to civilian life, Sergeant Boggs purchased a rental investment property, and found his passion as a real estate investor. When Hurricane Irma hit, his rental property in Jacksonville filled with a foot of water – destroying countertops, floors, furniture, and appliances. Thankfully, Sergeant Boggs had invested in flood insurance, and his agent helped him every step of the way to file a
:30 video: https://www.youtube.com/watch?v=PrEP2H_Lnf0
:90 video: https://www.youtube.com/watch?v=_MK-nwx2nGU
claim and receive payment for his losses, even helping him find a great restoration company and contractor. That’s why he says that, “Part of being a responsible homeowner or property owner is having flood insurance. It’s like car insurance or homeowners insurance – you really shouldn’t go without it.”
Jeff Baugh
Jeff Baugh has lived in Houston for most of his life and chose to raise his family there. His daughter was only a week old when Hurricane Harvey hit, flooding his home and causing significant damage. Jeff had invested in flood insurance, even though many of his neighbors had not, saying, “You always hope for the best and prepare for the worst, which makes flood insurance a non-question – it’s imperative to have it to protect your property and your family.” Jeff was able to take advantage of the enhanced claims process, and within 48 hours of filing his claim, received his first advanced claims payment to proceed with his remodel, and start on the road to recovery.
:30 video: https://www.youtube.com/watch?v=VTB30uqgPNo :90 video: https://www.youtube.com/watch?v=PdYL-7MOAJw
Rupi Prasad
Rupi Prasad always wanted a home with a garden – that’s why she purchased her Houston home with its expansive backyard. She built a life within her home – and then Hurricane Harvey hit. Her house was filled with 20 inches of water. Her neighbors helped her rescue her precious keepsakes and mementos – and flood insurance helped her rebuild her beloved home after the storm. Though her house had never flooded, she bought flood insurance – “just in case.” Her flood insurance policy meant her having “one thing less to worry about” during her recovery process.
:30 video: https://www.youtube.com/watch?v=bj09lUcTvKk :90 video: https://www.youtube.com/watch?v=rmE4GQkfd0w
John and Michelle Tipton
John Tipton and his wife Michelle had raised their three children in their home in Jacksonville, Florida – they were no strangers to hurricanes, having escaped flooding damage. Until Hurricane Matthew hit, flooding their entire home with almost two feet of water, and destroying the life they had built. Flood insurance gave them the chance to rebuild their family home from the ground up, with John, “looking forward to many more years in this home.” With the help of flood insurance, the Tiptons were able to elevate their house and build a more flood-resistant property, protecting themselves from the next storm.
:30 video: https://www.youtube.com/watch?v=8CB_QIKP-NY :90 video: https://www.youtube.com/watch?v=wizMWQtAxD8
2.5 Storm Response Op-Ed Template
Headline: [Insert headline relevant to specific storm. Example: Winter Storm Grayson brought unexpected destruction to Northeast]: FEMA advises residents to secure flood insurance nowOp-Ed Text:
[Insert storm background. Example: Last week, Boston area residents woke up to an unimaginable scene: streets turned into frozen lakes, cars submerged in icy waters up to their windows, and icebergs floating down suburban streets. With just 72 hours of notice, Winter Storm Grayson’s freezing temperatures and high precipitation brought destruction to much of the Northeast. Grayson dropped more than 13 inches of snow in Boston and registered Massachusetts’s highest tide on record since 1921.] While this storm was historic, it certainly is not the last of its kind.
[Insert storm name] is a powerful reminder of the devastation that a major flood can bring. Floods can happen anytime and anywhere—regardless of an area’s identified flood risk.
Today, the Federal Emergency Management Agency (FEMA) and the National Flood Insurance Program (NFIP) are working with state and local officials to help residents from [insert region] to [insert region] recover from the storm. Alongside community members, we’re working to assess damage and help people file flood claims and apply for disaster assistance.
From our work around the country, we know that flood insurance is more important now than ever before. Recently, [insert policyholder story. Example: “X, from XX, was caught off guard by the storm which caused X damage. The damage was significant, but fortunately, she was protected. Her flood insurance coverage helped her start the recovery process quickly with an advanced payment, and she estimates the damage will be prepared by X date.”]
The fact is, flooding is the most common and costly natural disaster. A flood event doesn’t have to be the size of [insert storm name] or Hurricane Harvey to cause serious damage. Just one inch of water in an average-sized home can cost more than $25,000 in damage. And most homeowners policies typically do not cover flood damage.
[Insert specific seasonal and regional weather information. Example: With changing weather just around the corner, Northeast residents face a new risk: spring flooding. As the ice and snow left by [insert storm name] and other storms start to melt, many areas will be at risk for flash flooding and floods caused by overflowing rivers.]
There are steps you can take to protect your home and business today. FEMA and the NFIP are here to support you as you prepare for storms and after an event as you recover and file a claim. [Insert story of successful claims process].
One of the most important steps home and business owners can take is to buy flood insurance, the sooner the better. NFIP flood insurance policies typically take 30 days to go into effect.
Thankfully, [insert storm name] is behind us, but we know that preparing for the unexpected is more important than ever.
For more information on how to get prepared for floods and to learn more about flood insurance, visit floodsmart.gov or call 1-800-427-4661.
Byline: [Add Regional FEMA representative name] serves as the [Title] with the Federal Emergency Management Agency.
2.6 Marketing Materials
OverviewThe marketing materials below include brochures that convey facts about flooding and insurance coverage options available to customers. The evergreen flood graphic is an asset that can be used in presentations, on social media, and in brochures.
Document Name Description FileWhy Do I Need Flood Insurance?
Printable pamphlet that clears up common misconceptions about flooding and flood insurance.
FEMA website
Link: https://www.fema.gov/media-library/assets/documents/12117
Your Homeowners Insurance Does Not Cover Flooding
Double-sided document cautioning homeowners that most homeowners insurance policies do not cover flooding.
FEMA website
Link: https://www.fema.gov/media-library/assets/documents/3569
Make It Your Business
An agent-facing fact sheet outlining the NFIP’s commitment to educating customers and communities about flood risk, and how agents can make a difference.
FEMA website
Link: https://www.fema.gov/media-library/assets/documents/23966
Preferred Risk Policy Residential brochure about NFIP’s Preferred Risk Policy (PRP).
FEMA website
Link: https://www.fema.gov/media-library/assets/documents/17576
General Flood Graphic
Evergreen graphic with protect messaging.
2.7 Brochures and Fact Sheets
OverviewThe customer-facing informational brochures below outline various NFIP policies as well as step-by-step information detailing how customers can file a claim and who customers should expect to reach out to them after a flood.
Document Name
Description File
Starting Your Recovery
Serves as a guide for customers outlining what to expect when filing a claim, tips on what customers need to know before an adjuster visits one’s property, and working with an adjuster.
FEMA website
Link: https://www.fema.gov/media-library/assets/documents/136023
How to File a Flood Insurance Claim
A one-page, step-by-step customer-facing infographic outlining the flood claim filing process.
FEMA website
Link: https://www.fema.gov/media-library/assets/documents/167568
Increased Cost of Compliance Brochure
A two-sided informational brochure including a summary of Increased Cost of Compliance (ICC) coverage and what types of costs are included under ICC.
Also includes information about eligibility and how to start the ICC claims process after a flood.
Brochure can be printed as part of outreach materials.
FEMA website
Link: https://www.fema.gov/media-library/assets/documents/12164
Who’s Knocking at Your Door?
A two-sided informational brochure including a summary of Increased Link:
https://www.fema.gov/media-
Cost of Compliance (ICC) coverage and what types of costs are included under ICC.
Also includes information about eligibility and how to start the ICC claims process after a flood.
Brochure can be printed as part of outreach materials.
library/assets/documents/150843
The Flood Claim Process
Details the steps a customer should take to work with an adjuster to reach an agreed amount for covered loss.
FEMA website
Link: https://www.fema.gov/media-library/assets/documents/114402
How to File a Flood Insurance Claim
This graphic describes the process of filing a flood insurance claim.
FEMA website
Link: https://www.fema.gov/media-library/assets/documents/167568
Understanding Flood Loss Avoidance
Provides an overview of flood loss, what is covered under a standard flood insurance policy, and eligibility.
FEMA website
Link: https://www.fema.gov/media-library/assets/documents/137860
Federal Insurance and Mitigation Administration
Details how to register for disaster assistance with FEMA.
FEMA website
Link: https://www.fema.gov/media-library/assets/documents/141282
After the Flood—What Policyholders Need to Know
Provides guidelines NFIP policyholders must follow when recovering from a flood.
FEMA website
Link: https://www.fema.gov/media-library/assets/documents/135937