Lauren Blake IMC 302 Fall 2013 Lauren Blake IMC 302 Fall 2013

Table Of Contents Situational Analysis Target Audience Objectives Strategy Key Messages Traditional Media Outreach Tactics Social Media News Release (see insert) Timeline Budget

What We Know Home Improvement Industry Overall a seasonal industry with sales peaking in spring and summer (Hoover’s) 35% of sales are lumber and building supplies, 20% of sales are tools, hardware, plumbing, and electrical supplies (Hoover’s) Competition Lowe’s, Tractor Supply Company, True Value, Ace Hardware, Menard, locally owned hardware stores In surveys, Lowe’s leads Home Depot in most areas concerning product selection and customer service (Market Watch)

What We Know Home Depot Stores World’s largest home improvement retailer with more than 2,200 locations in the United States, Canada, Mexico, and China Mission statement emphasizes 8 core values: excellent customer service, taking care of our people, giving back, doing the “right” thing, creating shareholder value, respect for all people, entrepreneurial spirit, and building strong relationships. The company is currently responding to customer complaints and shifting focus to a better customer service plan. (Hoover’s)

What We Know The Do-It-Yourself Trend HGTV and the DIY Network received record viewership in (DIY Network) The Top Ten searches of 2007 all start with “how to”. (Trendspotting) “DIY is a national pastime and source of pride.” (Charlotte Observer)

What We Know How-To Workshops Home Depot offers free, monthly, how-to workshops at all locations. Over one million tool boxes have been made during kids’ workshops. (Home Depot)

What We Know The Home Depot Foundation Has invested more than $270 million into renovating homes and communities (Home Depot) Participates in disaster relief efforts Team Depot renovates houses for veterans. Retool Your School helps historically black college campuses go green. Framing Hope delivers unsold Home Depot products to families in need.

Target, Objectives, Strategies & Key Messages

Our Target Homeowners Some first time homeowners, learning to take care of their own home Those interested in tackling DIY projects Likely younger, suburban, moderate income

Objectives This plan will shift customers’ perception of Home Depot as a big box hardware store to a perception of a local store that is kind, helpful, and knowledgeable.

Strategies Collaboration between Home Depot stores and the Home Depot Foundation Use of social media to get customers involved Focus on helping the customer get their projects done

Key Messages Home Depot is committed to helping the community. Home Depot is committed to helping you achieve all your DIY goals.

Tactics & Media

Traditional Media Outreach Home Improvement Magazines Popular Mechanics, Extreme How-To, Family Handyman Local Home Improvement TV/radio shows i.e. HouseSmarts on WGN Chicago

Tactics The Home Depot Foundation will buy homes in need of renovation in various cities around the country. Likely homes in/around major cities To fix the homes, Team Depot will join forces with the Home Depot workshops to provide on-site clinics.

Tactics Home Depot Workshops Each house will host approximately twenty weekend workshops, with subject matter varying by what renovations the house needs. On-site workshops allow customers to directly engage with the Home Depot Foundation. All on-site workshops will be video taped and edited for the Home Depot How-To YouTube channel, so customers around the world can gain DIY knowledge from each home.

Tactics Team Depot Upon completion, finished homes will be donated to local, homeless veterans.

Social Media Outreach Facebook YouTube Pinterest Home Improvement Blogs i.e. Ugly Ducking House, Young House Love, Charles & Hudson

Social Media 1.2 million likes Use Facebook Events to promote in-store workshops and on-site workshops. Link to YouTube videos Share photos of houses Link to products used

99,000 followers 47 boards 44,000 subscribers 39 million views Social Media Share all project videos on Home Depot’s YouTube Channel. Link to how-to videos and before/after photos to a Home Depot Foundation Pinterest board.

News Release, Timeline & Budget

News Release

Timeline Winter Buy all houses, evaluate necessary improvements, set spring/summer dates for all workshops to be completed Spring/Summer Weekly renovation workshops at each home, workshops vary by date and location Early Fall All renovations on all homes completed, contact media sources to cover donation ceremonies Donate all houses to local, homeless veterans

Out Of Pocket Costs Cost of home purchases Many homes will be bank owned/foreclosed and in need of renovation, somewhat lowering initial cost. Cost of labor for workshop instructors Cost of products that are not donated Many products will likely be donated under an agreement to highlight them in the YouTube videos or link to their website through the Facebook page.

Evaluation A successful campaign will be reflected by: positive local media coverage an increase in in-store workshop attendance an increase in participation on Home Depot social media future customer surveys indicating that Home Depot has become more customer oriented