TitleTest the Waters
Agency
Campaign Test the Waters
Advertiser Federal Emergency Management Agency
Brand FEMA
PostedDecember 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 Site
More Information www.floodsmart.gov

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