flooded town

Lifelines work—but
people need to know
they’ll be extended.

Helping FEMA engage property owners in areas at high risk of flooding

AN INCH OF WATER ISN’T MUCH—UNTIL IT’S IN SOMEONE’S HOME.

floods

The Situation

Building a house takes time; making memories and turning it into a home takes longer. And a flood inflicts damage in an instant, often leaving staggering repair costs in its wake. Homeowners buy flood insurance policies hoping they’ll never need to use them; but when they do, it can mean the difference between recovery and financial devastation.

That’s a message that FEMA wants people to hear. Created by the US Congress in 1968, the National Flood Insurance Program (NFIP)—administered by FEMA—is the largest single-line insurance program in the United States, providing flood insurance to property owners, renters, and businesses to help them get back on their feet more quickly after the water recedes.i FEMA has always been committed to helping more people access policies, yet too many property owners—even in areas at higher risk for significant flooding—don’t take advantage of the program.

FEMA believed it could increase participation by getting the word out in a more compelling way but also knew the challenge went beyond reaching more people: It was about reaching the right people. With limited marketing resources, FEMA needed to figure out how to pinpoint and identify the most optimal customers for new flood insurance policies. That’s where Deloitte came on board.

THE SOLVE

TARGETED MESSAGING HELPS AVOID A FLOOD OF INEFFECTUAL COMMUNICATION.

The Impact

For property owners, flood insurance is an investment, a less visible but crucial flood recovery tool that offers peace of mind before, during, and after a flood. Similarly, FEMA’s work with the team represents a significant investment in the NFIP and demonstrates the measured approach FEMA is taking to deliver impactful communications that inspire consumers to take key actions. These efforts have laid a foundation that can be built upon for years to come.

To solidify that base, the team is helping FEMA navigate several complex but necessary processes, such as those required by the Paperwork Reduction Act (PRA). As FEMA continues to pursue its own PRA clearance, the team employs other data sets and methodologies to gain directional insights that are integrated into marketing and communication efforts.

And through an extensive UX/UI baseline assessment, we’ve pinpointed ways that FEMA can enhance digital tools being deployed, both to improve the customer experience and to inform FEMA’s targeting decisions.

A STRONGER
FOUNDATION
CAN TAKE ON
A HEAVIER LOAD.

LET'S CONNECT.

Do these challenges sound familiar?

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