Team Rubicon

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 crafted an integrated digital plan designed to draw in and engage new audiences, including additional volunteers and donors, while enhancing its digital presence. To achieve our goals, Idea Hall leveraged insights from Team Rubicon’s social media channels and key competitors to develop a Social Media Playbook, providing Team Rubicon with an updated creative look and feel, tone of voice, key 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 reach, following and engagement through an integrated paid and organic social media strategy. Most notably, Idea Hall produced:

• +35.9% increase in organic Facebook reach
• + 5.9% increase in Facebook followers (2 mos.)
• +4.7% increase in Instagram followers (2 mos.)
• +195% increase in organic Instagram post reach
• +98.3% increase in Instagram engagements
• $0.68 CPC cost per meta follower (industry benchmark: $5)