A guide helping Resort owners minimize damages related to catastrophic weather events.
The Purpose
Gregory & Appel’s destinations team has worked with some of the nation’s most respected resorts and vacation properties in the United States for over 30 years.
Many of these properties are in beautiful, scenic locations – but, unfortunately, those locations also are often at the highest risk of being impacted by catastrophic weather events like hurricanes and wildfires.
This guidebook covers each of the nation’s geographic regions as defined by the NOAA, providing actionable guidance for property owners in order to protect their properties and improve their ability to secure fair and affordable property insurance.
The Guidebook
I worked directly with our internal subject matter experts to define the key considerations for property insurance in each region of the United States. I researched the catastrophic climate events that had the largest financial losses, many of which were well over $1 billion.
One of the biggest challenges in areas that are susceptible to these weather events is securing property coverage. By taking actions to mitigate the risk of these events, they are better able to make their case to underwriters, securing insurance coverage.
For example, in areas vulnerable to wildfire, it’s easier to secure coverage if you can prove your properties have defensible space – an area where vegetation, debris and other combustible materials have been treated to reduce fire spread.
The Campaign
Landing Page & Blog Series
I developed a page dedicated to our Destinations team, which provides information about their unique approach to property insurance, a CTA to the Regional Guide to Risk landing page, access to additional blog content, and short videos I shot and produced with our advisors discussing the state of the industry.
The Road Show
We helped arrange speaking opportunities for our advisors at several industry events, where the audience was made up of timeshare owners, HOA presidents and property managers. As event sponsors, we also had access to attendee lists and booth space at the events.
At one event, we conducted a survey of guests to learn more about their attitudes and behaviors related to property insurance, At another, we ran a BINGO game through an in-person SMS opt-in where we promoted the Regional Guide to Risk.
Digital Campaigns
Through various sponsorship arrangements, we received regular print ad placements in a popular trade publication, in monthly digital newsletters, and co-branded social posts.
We’ve leveraged these placements to generate downloads for the Regional Guide to Risk, with over 50 individual organizations requesting the guide to date. Once they receive the guide, they’re entered into a weekly email drip campaign, sharing additional blog content related to property insurance for resort properties. Those who show further interest are contacted directly by the lead risk advisor.