Title | Floodsmart 1 |
Agency | J. Walter Thompson New York |
Campaign | Floodsmart 1 |
Advertiser | Federal Emergency Management Agency |
Brand | FEMA |
Posted | December 2006 |
Product | National Flood Insurance Program |
Business Sector | Government & Other Authorities |
Story | To increase new net policy growth by 5% each year. |
Philosophy | A targeting strategy was developed to balance national efforts with local marketing within six high potential states. Utilizing a multi-channel direct response campaign that includes consumer and stakeholder education, media relations, a new consumer-friendly website, DRTV, print ads, online media, search engine optimization, direct mail, and internal communications. |
Result | 26 months of consecutive growth this year. Growth up 425% in 2005. |
Media Type | Web Advertising/Banners |
More Information | www.floodsmart.gov |