National PR services

ClientFlood Re
LocationNational
Services

Background

Flood Re is a unique offering, a government-backed flood reinsurance scheme, set up to help households who live in flood risk areas find affordable home insurance. Flood Re had traditionally taken a very corporate approach to its communications strategy, focused on advising and connecting with policymakers and stakeholders about the scheme.

Ahead of the launch of the scheme in April 2016, we were appointed to use content expertise to create compelling consumer collateral, drive awareness of Flood Re and create a pull demand from homeowners and tenants to contact their insurer to gain access to lower cost insurance.

Key project information

The aim of our campaign was to:

  • Raise the profile of Flood Re during launch by connecting with communities affected by flooding or living in a high flood risk area
  • Distance Flood Re from the purchase of flood insurance and not be seen as a go-to help/ advice bank. It was necessary to make it clear Flood Re was just the facilitator in providing more affordable insurance for those homes in flood risk areas – it was down to the insurer to set the costs and work with the customers to provide a better deal
  • Develop a suite of consumer-facing materials to better connect with consumers
  • Use social media to promote the Flood Re Scheme launch, signpost to new website and conduct key influencer targeting

How we assisted

Based on intelligence from the client and their outreach to stakeholders and regional groups, we conducted a content audit assessing the organisation’s existing collateral and how it could be reworked to better connect with consumers. A design and messaging overhaul was required as previous content was industry focused.

New consumer design treatments were created and applied across a new website, consumer leaflet and social media assets. We provided a new approach to the website by creating a new gateway page to direct people to either the consumer or industry websites. The new consumer website was more visually engaging and really spelt out the benefits and call to action for those visiting the website to contact their insurer and shop around for a better deal.

We created a full social media strategy to fit Flood Re’s needs. A detailed content plan was created with clear influencer mapping and engagement. We also developed pro forma responses ahead of launch, pre-empting the kinds of questions we might be asked so we had approved replies ready to respond to ad hoc queries in a timely fashion.

As well as the online approach, we also developed an offline strategy to reach out to the various partners, groups, water agencies and regional councils affected by flooding.

Outcome

During the launch period and immediately after, we were able to deliver a brand new consumer approach to the Flood Re communications. The website launched successfully and to deadline, and traffic to the site doubled the volume seen before the launch.

Within two weeks of launching, our partnership and group outreach allowed us to connect with groups spanning the UK and secure multiple opportunities for Flood Re including:

  • Requests for over 50,000 leaflets for groups and partners across the UK to further distribute the messaging about the scheme
  • Interaction with 220+ groups across the UK
  • Securing speaker opportunities with action groups
  • Placement of articles with the National Flood Forum and other key stakeholder partners

Since launch, activity has been focused on maintaining momentum with the content delivery across social media and we have recently launched a Flood Re Local Hero scheme to identify individuals or groups that have gone above and beyond in the event of a flood situation.