Lauren BlakeIMC 302

Fall 2013

Lauren BlakeIMC 302

Fall 2013

Table Of ContentsTable Of Contents

Situational Analysis...............................................3

Target Audience

Objectives

Strategy

Key Messages

Traditional Media Outreach

Tactics

Social Media

News Release (see insert)

Timeline

Budget

What We KnowHome Improvement Industry

What We KnowHome 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 KnowHome Depot Stores

What We KnowHome 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 KnowThe Do-It-Yourself Trend

What We KnowThe Do-It-Yourself Trend

HGTV and the DIY Network received record viewership in 2012. (DIY

Network)

The Top Ten searches of 2007all start with “how to”.

(Trendspotting)

“DIY is a national pastime and source of pride.”

(Charlotte Observer)

What We KnowHow-To Workshops

What We KnowHow-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 KnowThe Home Depot Foundation

What We KnowThe 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

Target, Objectives, Strategies & Key Messages

Our TargetOur 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

ObjectivesObjectives

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.

StrategiesStrategies

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 MessagesKey Messages

Home Depot is committed to helping the community.

Home Depot is committed to helping you achieve all your DIY goals.

Tactics & MediaTactics & Media

Traditional Media Outreach 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

TacticsTactics

The Home Depot Foundation will buy homes in need of renovation in various cities around the country.

Likely 10-12 homes in/around major cities

To fix the homes, Team Depot will join forces with the Home Depot workshops to provide on-site clinics.

TacticsHome Depot Workshops

TacticsHome 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.

TacticsTeam Depot

TacticsTeam Depot

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

Social Media Outreach Social Media Outreach

Facebook

YouTube

Pinterest

Home Improvement Blogs

i.e. Ugly Ducking House, Young House Love, Charles & Hudson

Social MediaSocial Media

1.2 million likes

Use Facebook Eventsto promote in-store workshops

and on-site workshops.

Link to YouTube videos

Share photos of houses

Link to products used

99,000 followers47 boards

44,000 subscribers39 million views

Social MediaSocial Media

Share all project videoson Home Depot’sYouTube Channel.

Link to how-to videos andbefore/after photos to

a Home Depot Foundation Pinterest board.

News Release, Timeline & BudgetNews Release, Timeline & Budget

News ReleaseNews Release

TimelineTimeline

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 CostsOut 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.

EvaluationEvaluation

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