Second Harvest

Second Harvest, dedicated to alleviating hunger and promoting nutritional security, faced a pressing challenge: how to deepen engagement with both current and potential donors and volunteers. They turned to Idea Hall for strategic digital marketing support, aiming to create an impactful digital presence for the 2023 fiscal year. Their goals were ambitious:

1. Develop an integrated digital media strategy based on solid, evidence-based data.
2. Expand outreach efforts to engage more small community donors and volunteers.
3. Raise awareness of Second Harvest’s offerings and principles of nutritional security.

Idea Hall implemented a comprehensive digital strategy to enhance Second Harvest’s online presence. We conducted an SEO audit, optimized backlinks and meta descriptions, and improved web content for better engagement. Integrated data dashboards with monthly reports were set up to track progress. A detailed social media playbook and templates ensured consistent communication, while a redesigned e-newsletter became a key engagement tool. Google Ads campaigns were launched with compelling ad copy, and social media content was enhanced with creative designs and videos. Technical support for URL transfers and web hosting ensured a seamless digital experience.

These efforts significantly boosted Second Harvest’s digital presence and engagement:

• SEO – In less than 12 months, 2 points increase in the feedoc site Authority Score and 10% increase in Site Health.
• Social media – Increase in following on Instagram, Facebook and LinkedIn – engagement rate above industry average. Their engagement rate increased by 665% on Facebook.
• E-newsletter became the 3^rd source of traffic to the site, with 47% of traffic leading to the /get-involved/ page.
• Google Ads – 17% CTR average while the industry average is 4.4%.