Project:

Know Your Zone

Client:

MSD

Scope

MSD’s Know Your Zone campaign is an annual flood awareness initiative designed to educate St. Louis-area residents and businesses about their flood risk. The campaign helps individuals determine their flood zone, understand insurance options, and prepare for potential flooding. The primary objective is to build widespread public awareness about flood risk and empower residents in all zones, whether high, medium, or low, to take proactive steps toward flood preparedness and insurance consideration. Project duration: 2017 – 2024.

Excel’s Role

Excel Business Concepts was selected to support MSD in executing a comprehensive marketing and communications strategy for the Know Your Zone campaign across various media platforms. Our contributions included:

Communications Strategy

Collaborated with MSD to create a robust strategy using earned, owned, and paid media channels.

Media Partnerships

Secured local and regional media placements in print, radio, TV, and digital to broaden awareness.

Influencers & Online Presence

Launched a local influencer campaign, established a dedicated Facebook page, and built a new user-friendly website with an interactive flood zone map.

Community Engagement

Distributed toolkits and campaign materials through events like Earth Day, Home & Garden Shows, and more.

Impact

Expanded the campaign’s reach and recognition, growing it from a two-week push into a year-round effort.
Earned recognition from FEMA for the campaign’s innovative engagement.
Sustained engagement by using influencers, social media, and events to keep the public informed.
Delivered multi-channel impact, reaching broad audiences through paid, earned, and owned media.