The University of Pennsylvania Wharton School has kicked off a project to develop a more robust marketing and social networking strategy for Team Rubicon. Project description developed by Jake Wood:

The Proposed Business Challenge

Team Rubicon is a new and rapidly growing non-profit disaster relief organization seeking Wharton’s help in scaling its social media operations. Having provided initial disaster relief and medical treatment to Haitian and Chilean earthquake survivors, TR currently serves as a model for rapid-response, all-volunteer medical relief. The organization needs a dynamic marketing and social networking strategy to raise both money and awareness.

The Key Deliverables

TR wishes to create a strategic plan and take tactical steps to expand, integrate, and scale its marketing and social networking activities including:

• Create and integrated social media strategy encompassing TR’s blog, YouTube, Flickr, Facebook, and Twitter
• Create a forward-looking plan to extend TR’s social networking capabilities to similar grassroots relief efforts, enabling them to develop and collaborate online with the guidance of TR’s expertise
• Recommend and initiate implementation plans for social media-based methods of fundraising (such as text message donations, ‘registry’ donations, and individual team sponsorships)

The Impact on Organization

Team Rubicon is a highly effective and highly innovative addition to the disaster response scene. This project is an opportunity to hugely impact a paradigm-changing model in relief efforts. TR’s efforts in both Haiti (where it temporarily operated the emergency room of Port-au-Prince’s largest hospital) and Chile (where it was the only U.S. NGO working directly for the Chilean Ministry of Health) has caused a sharp increase in donations, web traffic, and media exposure. Team Rubicon needs Wharton’s help in harnessing this momentum and preparing to respond to future disasters.

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