You may have seen them in the wake of disaster. Ready to serve and clad in “Greyshirt” armor, they answer the call to lend a hand to communities in need before, during, and after natural disasters strike. Team Rubicon, a veteran-led disaster relief organization, partnered with Idea Hall with a shared goal: to enhance their digital marketing strategy to increase donations, attract volunteers, and bolster their online presence. While they are one of three organizations exclusively sanctioned by FEMA to respond to major disasters, alongside the American Red Cross and Salvation Army, Team Rubicon has struggled to build brand recognition and was looking to significantly increase share of voice among its better-known competitors.
Idea Hall developed a comprehensive strategic media plan designed to elevate Team Rubicon brand awareness and participation through earned media channels. During “Grey Skies,” (aka peak storm season), Idea Hall worked with Team Rubicon to develop press releases and key messages tied to timely national / regional natural disasters to craft newsworthy media pitches and secure high-value coverage with content territories and strategies to increase social engagement. Idea Hall then executed this strategy through weekly content creation. To further boost brand awareness and engagement, Idea Hall also launched a paid Meta campaign to acquire relevant and interested followers and combat the industry’s 5% monthly follower attrition benchmark.
Over the course of five months, Idea Hall was able to significantly increase Team Rubicon’s media presence and brand awareness by leveraging a combination key newsworthy moments and thought leadership opportunities. Most notably, Idea Hall secured multiple media placements with numerous regional and national news stations, including:
Fox & Friends Logo, Tampa Bay 10 Logo, Good Day Sacramento
Numerous broadcast interviews with Team Rubicon leadership
Over 410 Million media impressions
