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Company: Yes&
Company Description: Yes& is an integrated marketing agency based in Alexandria, VA, offering branding, advertising, digital marketing and analytics, customer experience (CX), market research, content development and public relations. Founded 36 years ago, the agency currently employs more than 140 professionals, and serves government, business-to-government, association, nonprofit, and commercial clients nationwide.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Government / Institutional / Recruitment
 Nomination Title: "Keep Home" (FEMA NFIP)
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
June 7, 2021
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 234 words used.
It’s no surprise that states like Florida, Texas and Louisiana often experience significant flooding as a result of heightened hurricane activity. However, only about 20 percent of residents in these states have flood insurance. Many people in this region have decided that flood damage is something they’re willing to risk, and insurance isn’t worth it.
Through the National Flood Insurance Program (NFIP) the Federal Emergency Management Agency (FEMA) seeks to close the flood insurance gap and create more resilient communities nationwide.
Coming off the most active hurricane season on record in 2020, we needed a new plan of attack if we were to succeed in expanding the number of new flood insurance policies in these areas. We also wanted to expand the number of policies in other high-risk areas, including New York and Atlanta.
While the ultimate goal is for people to buy a flood insurance policy, we understood that a conversation between agents and buyers is a necessary step that occurs before a policy is purchased. In addition to those conversations, there are specific objectives that we wanted potential buyers to take that indicate progress toward buying a policy. These include:
- Finding out their home’s risk
- Finding out what flood insurance covers vs other insurance they may have
- Hearing from others in their community
- Contacting their agent or find a provider
- Calling NFIP to answer questions about their risk, coverage, providers and policies
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 208 words used.
The campaign needed to showcase the pride that residents have for their communities, while at the same time, ensure that NFIP’s flood risk messaging shined.
In order to reach the right audiences and increase the number of flood insurance policies in 2021, we employed a geotargeting strategy. This was focused on reaching residents in relatively low- to moderate-risk areas who had a lower saturation of policies and a higher likelihood to purchase.
We worked with local artists and talent across the five priority markets in order to convey the unique look and feel of each region – distributing eye-catching content under a campaign theme that encouraged local residents to “Protect Your Corner of the World with Flood Insurance”.
As each region has its own culture and characteristics it was important for the creative elements of this campaign to reflect those elements. To achieve this, we developed a storytelling-driven, multi-platform, visual campaign. This included banner advertising, connected TV/OTT, online video (pre-roll), audio (digital/terrestrial), digital out of home, paid search advertising, and a landing page for all three states.
We strategically timed the release of our campaign to come just a few weeks after the National Oceanic & Atmospheric Administration (NOAA) released its annual prediction for an above-normal hurricane season.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2020. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 244 words used.
Leading up to the 2021 hurricane season in June, we kicked off efforts with a radio media tour, resulting in 12 radio interviews across Florida, Texas and Louisiana featuring David Maurstad, senior executive of NFIP, along with a national interview on NBC News Radio. These radio interviews were supplemented by an audio news release — disseminated in English and Spanish— throughout Florida, Texas and Louisiana radio networks.
Overall efforts for the earned media tour resulted in more than 11.9 million listeners with more than 1,900 stations distributing messages to listeners around the importance of determining their flood risk. These airings ran on national networks including NBC News Radio and Hispanic News Service, state networks in Florida and Texas, and metro-area networks in Tampa-St. Petersburg (Sarasota), Orlando, West Palm Beach-Fort Pierce, Jacksonville, Shreveport and Baton Rouge.
In only the first three weeks of the campaign in June 2021, the campaign websites received more than 92,000 visits and 122 million media impressions via a mix of advertising through our mix of video, digital and broadcast radio channels, and paid-search advertising. These featured each state’s original artwork, visuals, and audio narration.
The full, integrated campaign launched later in the month across a range of high-impact media properties including CNN, ESPN, USA Today, The Weather Channel, iHeart Radio, Spotify and The New York Times. To date, the campaign has resulted in more than 398,000 visits to the campaign website and 379 million media impressions.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 132 words used.
Within the WeTransfer link, we have provided 13 files representing the regional scope of this campaign.
We've included 6 video files. While there were more videos created for the campaign, these files represent the strategic diligence to reach each region & community. Each regional video was created in English and also translated to Spanish.
- Video NFIP NYC TV :30 English
- Video NFIP Louisiana :30 English
- Video NFIP Louisiana :30 Spanish
- Video NFIP Florida :30 Spanish
- Video NFIP ATL TV :30 English
- Video NFIP Texas :30 English
This link also includes one of the radio advertisements we created for outreach in Texas (titled Radio_NFIP Texas 30.mp3). The remaining files represent the animations and graphics created regionally for additional assets of the campaign, such as the landing page, out-of-home advertisements and animated banners.
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