Driven by our insight, we developed a strategic plan and messaging that used social norming and applied behavioral change theory to soften and remove perceptual barriers and overconfidence biases. In addition, we utilize advanced audience segmentation data to focus marketing tactics on the most likely to need and purchase flood insurance, which includes recent home buyers and, counterintuitively, nonpolicy holders in areas with high penetration. Finally, we reviewed plans focusing on diversity, equity, and inclusion (DEI), which prompted us to adjust our strategy to target non-English speakers with in-language advertising and resources.
Our consumer campaigns connect with insurance agents who sell the product and stakeholders across federal, state, local, and tribal governments, the private sector, and public service organizations. Deliverables and tactics include the following:
- Behavioral research resulting in personas and audience personas
- Integrated strategic plans and media strategy
- Creative concepts
- Advertising — television, radio, digital, print, paid social and media partnerships, etc.
- Organic social and digital media
- Earned media
- Executive support
- Conference support
- Success story testimonials
- Publications, fact sheets, and infographics
- Data, analytics, and measurement
With a few exceptions, all creative materials are also provided in Spanish. We have also translated several ads and publications into traditional Chinese, simplified Chinese, Tagalog, Arabic, Creole, and Hindi.
