fema | nfip | regional toolkit · web viewan example op-ed that can be tailored across fema...

National Flood Insurance Program (NFIP)Regional Toolkit

September 2018

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

mailto:[email protected]

mailto:[email protected]

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.


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.


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.


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).


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.


Brochures and fact sheets

Starting Your Recovery

A guide to filing a claim, and preparing for an inspection and home repair after a flood.


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.


Regional Flood Insurance Specialists

The Flood Claim Process Fact Sheet

A one-page, step-by-step guide outlining the flood claim process.


How to File a Flood Insurance Claim

A graphic that describes the process of filing a flood insurance claim.


Understanding Flood Loss Avoidance

Provides an overview of flood loss, what is covered under a standard flood insurance policy, and eligibility.


Federal Insurance and Mitigation

A customer-focused overview that outlines how to apply for disaster housing and other assistance.


After the Flood—What Policyholders Need to Know

A policyholder guide to minimizing the spread of mold after a flood.


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


https://www.fema.gov/media-library/assets/images/125877






Aerial view of flood



Residential neighborhood

affected by flooding



Home under water



Suburban neighborhood under water



Aerial view of flooded homes


















Aerial view of homes affected by flood waters



Rural home affected by

floods



Aerial view of downtown

flood



Severe damage from flood waters



View from flooded street



6

















Roads blocked by still

water


Link: https://www.fema.gov/th/media-library/assets/images/131

857

Aerial view of flooded street



7

Flooded street



9

Flooded street with Dead End

sign



6

Image of flooded home from the street

view


















https://www.fema.gov/th/media-library/assets/images/131857




Man cleans property after

large flood



Two FEMA officials

evaluate flood damage



Two hurricane survivors look over a flooded

street



Flooded water covers a gas

station



Floodwater covers homes

on stilts


















Home court destroyed after

fire



Aerial view of burned homes



Burned structure and

car



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

https://www.youtube.com/watch?v=_MK-nwx2nGU

https://www.youtube.com/watch?v=_MK-nwx2nGU

https://www.youtube.com/watch?v=PrEP2H_Lnf0

https://www.youtube.com/watch?v=PrEP2H_Lnf0










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:

https://www.youtube.com/watch?v=wizMWQtAxD8

https://www.youtube.com/watch?v=wizMWQtAxD8

https://www.youtube.com/watch?v=8CB_QIKP-NY

https://www.youtube.com/watch?v=8CB_QIKP-NY

https://www.youtube.com/watch?v=rmE4GQkfd0w

https://www.youtube.com/watch?v=rmE4GQkfd0w

https://www.youtube.com/watch?v=bj09lUcTvKk

https://www.youtube.com/watch?v=bj09lUcTvKk

https://www.youtube.com/watch?v=PdYL-7MOAJw

https://www.youtube.com/watch?v=PdYL-7MOAJw

https://www.youtube.com/watch?v=VTB30uqgPNo

https://www.youtube.com/watch?v=VTB30uqgPNo

[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


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


Preferred Risk Policy Residential brochure about NFIP’s Preferred Risk Policy (PRP).

FEMA website


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



A one-page, step-by-step customer-facing infographic outlining the flood claim filing process.

FEMA website


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.


FEMA website


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.


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



This graphic describes the process of filing a flood insurance claim.

FEMA website


Understanding Flood Loss Avoidance

Provides an overview of flood loss, what is covered under a standard flood insurance policy, and eligibility.

FEMA website


Federal Insurance and Mitigation Administration

Details how to register for disaster assistance with FEMA.

FEMA website


After the Flood—What Policyholders Need to Know

Provides guidelines NFIP policyholders must follow when recovering from a flood.

FEMA website


















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