NATIONAL FLOOD DETERMINATION ASSOCIATION

2009 ANNUAL RETREAT

FloodSmart UpdateBruce A. Bender

April 6, 2009

Policies In Force Update

• As of January ‘09: 5.61 million• Growth from June ‘04 – Jan ‘09: 26.2%• Growth CT5: 0.79% (since 4/08)

Net Policy Growth

MAR04 4,470,310

JAN09 5,610,921

4,400,000

4,600,000

4,800,000

5,000,000

5,200,000

5,400,000

5,600,000

5,800,000

Mar04 Jul04 Nov04 Mar05 Jul05 Nov05 Mar06 Jul06 Nov06 Mar07 Jul07 Nov07 Mar08 Jul08 Nov08

Policies In Force Update

• Growth in SFHA exceeds NSFHA– But sales higher in

NSFHA!

Retention improves significantly

Monthly Net Growth by Risk Area

-20,000

-15,000

-10,000

-5,000

0

5,000

10,000

15,000

20,000

25,000

Jan08 Feb08 Mar08 Apr08 May08 Jun08 Jul08 Aug08 Sep08 Oct08 Nov08 Dec08 Jan09

NSFHA SFHA

60.0%

70.0%

80.0%

90.0%

100.0%

Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar

CT1 CT2 CT3 CT4 CT5

Policy Retention

Campaign Summary*

• DRTV Estimated Impressions: 1.1 billion• Print Estimated Circulation: 32.4 million• PR (stories w/FloodSmart) Circulation: 138 million• Direct Mail Pieces Mailed: 6.37 million• Calls to Call Center: 79,500• FloodSmart.gov hits: 1.26 million• Agent Referrals (FloodSmart.gov + Call center):

60,700• Risk Profile on FloodSmart.gov: 557,000

* April 2008 – December 2008

Campaign Summary

• Agents.FloodSmart.gov– 27,000 Registered Agents– 13,000+ Referral Agents– 1,000+ agents used Co-Op ads– Mail On Demand has had 650

log-ins and 23 orders to date

Campaign Highlights - PRP

Campaign Highlights – PRP Results

Campaign Highlights - FSAW

• Flood Safety Awareness Week: March 15-21, 2009– Partnered with NOAA and the NWS– Web site with interactive map and tools– Outreach Results as of March 30

– Web site had over 8,000 visitors – More than 1.25MM media impressions– 13 different organizations distributed

FSAW press releases and messages.– Received strong support from insurance

associations

www.floodsmart.gov/noaafloodweek

Campaign Highlights – Updated FloodSmart.gov

• Content updates• “One-stop-shop” for risk profile

and agent referrals• Toolkits are available for

download• Shareable assets:“Flood

Scenarios” and the “Cost of Flooding” tools

• Testimonial videos can be linked from YouTube

Campaign – Coming Soon – Mapping Status Report

Campaign – Coming Soon – Spanish Material CD Library

Campaign –Coming Soon –Mail on Demand

• New PRP Template

• Homeowners Cross-Sell Promotion

PRP Template

Homeowners Cross-Sell Template

Campaign – Coming Soon –Much More

• Hurricane Season– Widget – Landing Page– Theme: “Hurricane Season is Flood Season”

• Buffer Zone Direct Mail

• Testimonial

QUESTIONS?