This past week we hosted the Regional Mitigation Division Directors for our semi-annual HQ/Regional FIMA leadership meeting.
We spent a great deal of time discussing our moonshots and strategies to achieve them, especially as the Administrator is working toward a finalized FEMA Strategic Plan in the next couple of weeks, with our moonshots clearly outlined as objectives in Goal 1: Culture of Preparedness. While we have two moonshots, this week we will focus on the Insurance Moonshot. We will return to the Mitigation Investment Moonshot another week.
What is the focus this year?
David Maurstad and Paul Huang talked with the FIMA HQ leadership team and Regional Division Directors about some of the organization’s efforts to ensure we have MORE INSURED SURVIVORS. They also facilitated a dialogue with the group to EXPLORE some of their ideas and leading practices to advance the insurance moonshot, so that the team felt equipped to go back to their Office and/or region and begin to BUILD and FINISH some tangibles strategies that lead to improved insurance penetration.
Risk Management plays an important role in many of the Insurance Moonshot priorities, especially since 2 are RMD FINISH priorities for FY18:
- BUILD a FIMA-wide strategy to advance the moonshots, through the stand up of a FIMA Integrated Project Team
- BUILD a coordinated strategy with the regions to target communities for insurance marketing, and leveraging RiskMAP and Insurance communications contract vehicles to achieve goals
- BUILD a flood insurance product that customers want to buy
- FINISH significant progress on Risk Rating Re-design to establish fair and equitable pricing for every property throughout the country
- FINISH the RiskMAP Re-calibration Business Case to set the program vector for the future, with this moonshot as an important outcome
.Finding what works
Our ASK OF YOU: Keep dialoguing with your team and peers about how you can help us achieve this goal.
What we know:
- Shifting our message is important, whether in community meetings, conferences, or correspondence. Where it rains, it can flood. Your risk is not defined by a line on a map. Insurance will allow you to better recover. How can you shift the message in the interactions you are leading? We have updated messages that you can use.
- Success is more likely in some types of communities than in others. As an example, Federal Insurance has data to understand whether an investment in insurance marketing in a particular location may be worthwhile. How is your approach informed by community attributes, socio-economics, insurance penetration, and other data?
- We have to bring many programs and resources to the table. How could multiple programs and resources be used in those communities that could really benefit from a multi-pronged approach to increase insurance penetration? Where are those priority communities?
- Behavioral drivers are impactful. We can design policy choices around known behaviors. We know we get more insured survivors if they have to OPT OUT of insurance coverage, rather than CHOOSING to OPT IN. As an example, how do we use our LOMA process to shift from “Congratulations, you no longer need insurance” to “Congratulations, your insurance price is reduce” as an example of a lost cost and practical way to advance insurance sales.
- Our goal is to increase the number of properties covered by 600,000 this year. Measure the before and after results of the efforts you try. Share what works.
Highlighting the Survivor Perspective
Federal Insurance also shared their recent video series. Following the devastating 2016 and 2017 hurricane seasons, their Marketing & Outreach Branch sent a small film crew from our C3 contractor to areas affected by Hurricane Harvey, Irma, and Mathew to capture four documentary-style “Survivor Stories.”
The video series follows four NFIP policyholders who experienced flood damage during Harvey, Irma, or Matthew and are rebuilding safer and stronger with the funds from their NFIP claims. The Survivor Stories series reflects the range of backgrounds and life experiences of NFIP policyholders—from a young family to a retiree—but collectively, they demonstrate the positive impact of flood insurance and the peace of mind that comes with protecting your family and home. They reinforce why it is some important that we strive towards closing the insurance gap.
These videos will be used in a variety of ways—on FEMA’s website and soon, floodsmart.gov; via social channels; public conferences and presentations; and eventually in advertising. Each video has two versions – a 60-and 30-second cut.
Use this FEMA link: https://www.fema.gov/media-library/multimedia/collections/612