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: National Flood Insurance Program (NFIP) 2022 (“Follow Your Instincts”) Hurricane Season Campaign
- 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.
We will submit written answers to the questions for this category.
- 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:
The campaign launched on April 25, 2022 with our paid search strategy. Our other tactics for this campaign rolled out at various points throughout the summer, concluding at the end of September.
- 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 122 words used.
During peak hurricane season, it is vital for residents to take action to protect their homes and families. The NFIP’s 2022 Hurricane Season Campaign’s directive was to target consumers in some of the nation’s most hard-hit communities and educate them about the risk of flooding resulting from hurricanes. The goal was to prompt these residents to take well-informed actions including determining their flood risk, contacting their insurance agent/provider and, ultimately, purchasing a flood insurance policy. To address communities’ needs, we created a campaign encouraging customers to take actions indicating progress toward our goals, such as: visiting FloodSmart.gov/Hurricanes, exploring what flood insurance covers, discovering their home’s flood risk, hearing from others in their community, and contacting an agent/provider to purchase flood insurance.
- 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 249 words used.
Yes& conducted a market segmentation analysis and leveraged National Risk Index data to identify 300 counties across Texas, Louisiana, Mississippi, Alabama, Florida, North Carolina, Virginia, District of Columbia, Maryland, Pennsylvania, New York and New Jersey. Residents of these counties live in mainly medium- to high-risk flood zones with low policy saturation and high potential to purchase.
We developed and executed a paid media campaign driving acquisition in a phased approach. We varied the types of English and Spanish assets to best target audiences in each region, spanning online video and CTV, broadcast and digital audio, high-impact and standard display banners, native ads, search engine marketing, LinkedIn and a campaign landing page.
Our LinkedIn strategy targeted agents nationally to drive them to a LinkedIn article, where they could find relevant resources without leaving the platform. This allowed us to put everything in one place, providing agents with information via a seamless user experience so they could best support their clients. We featured and optimized three single image ads to drive clicks to the campaign landing page.
The campaign launched in four out of FEMA’s 10 national regions between April 25 – September 29, 2022. We used FY21 Hurricane Season Campaign metrics as the baseline to guide outcomes and optimizations and tracked performance using Google Analytics and UTM codes.
We also executed a media tour with English and Spanish TV and radio interviews across New York, Washington, DC, and Philadelphia markets (all ranked in the top 10 national media markets).
- 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 2021. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 200 words used.
From April 25–September 29, 2022, the campaign tracked the following metrics across all markets:
- 679M media impressions
- 1.3M web sessions to the campaign landing page
- 36.2K conversions on the following key buttons on the landing page
- 6.7K+ “Find a Provider” inquiries
- 25.6K+ “Flood Maps” users
- 1.3K+ "Cost of Flooding" tool users
- 2.6K+ “Types of Flood Insurance” users
- 1.1M unique users to the landing page
- Together, Texas and Florida made up more than 63% of landing page users
- LinkedIn generated 5.18M impressions among agents, 15K clicks to the article, 5.7K clicks to the company page, and an additional 10.6K social engagements
The campaign outperformed its predecessor FY21 Hurricane Season Campaign, driving more users to the landing page, who then generated more conversions.
During our media tour, FEMA spokespersons conducted 16 combined television and radio station interviews that reached both English and Spanish-speaking audiences. These interviews informed residents about their hurricane season flood risk and how hurricanes can contribute to urban flooding. The interviews produced 41 TV and radio airings—reaching an audience of 5,658,390 viewers and listeners and encouraging them to learn more by visiting the campaign website: floodsmart.gov/hurricanes.
- 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 131 words used.
FEMA’s National Flood Insurance Program “Seasonal Instincts” campaign tapped into our instinctual drive for self-preservation. When we sense a threat, we do all that we can to protect ourselves. It was time that people started to understand the real threat they face from flooding. With a mock “Animal Planet” style documentary, “Seasonal Instincts” followed people as they prepared for yearly flooding; a time marked with increased safety measures and the purchasing of flood insurance. Thanks to a media mix including online video and CTV, broadcast and digital radio, high-impact units, paid search, social media, earned media and digital content, the campaign generated over 679 million paid media impressions, more than 36,000 conversions on the landing page, 1.3 million site visitors, and more than 5.6 million earned media impressions.
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