HomE DEpot intEgratED markEting communicationS plan

IMC 610Stephanie Anne Heikkila Holman

July 20, 2015

ExEcutivE Summary In the following pages you will find a comprehensive plan to reach and engage the emerging home-

owner’s market of Millennials. Millennials, those aged 18-36, are currently one of the strongest

buying groups outside of Baby Boomers. As Baby boomers start to slow down in their spending,

Millennials have reached the age where they are buying their first homes and have disposable in-

come. Through extensive research we have devised an in-depth integrated marketing communica-

tions plan to put Home Depot at the top of their list for all their home improvement needs. Through

the use of print, television, digital, public relations and social media our plan will meet the home

improvement needs of the millennial consumer and build a relationship that will last a lifetime.

ExEcutivE Summary In the following pages you will find a comprehensive plan to reach and engage the emerging home-

owner’s market of Millennials. Millennials, those aged 18-36, are currently one of the strongest

buying groups outside of Baby Boomers. As Baby boomers start to slow down in their spending,

Millennials have reached the age where they are buying their first homes and have disposable in-

come. Through extensive research we have devised an in-depth integrated marketing communica-

tions plan to put Home Depot at the top of their list for all their home improvement needs. Through

the use of print, television, digital, public relations and social media our plan will meet the home

improvement needs of the millennial consumer and build a relationship that will last a lifetime.

tablE of contEntS

HomE DEpot paSt & prESEnt ............................................ 4

targEt markEt ...............................................................10

SWot analySiS ............................................................. 12

campaign objEctivES anD StratEgiES ................................. 13

intEgratED crEativE StratEgy

Statement ..................................................................14

Creative Brief ............................................................. 15

Creative Execution ..................................................... 16

mEDia aDvErtiSing plan

Objectives .................................................................. 19

Strategies .................................................................. 19

Tactics ....................................................................... 19

Media Flow Chart ....................................................... 21

public rElationS plan

Objectives .................................................................. 22

Strategies .................................................................. 22

Tactics .......................................................................22

DirEct markEting plan

Objectives ..................................................................24

Tactics .......................................................................24

SalES promotion plan

Objectives .................................................................. 25

Tactics ....................................................................... 25

mEaSurEmEnt anD Evaluation plan .................................... 26

concluSion .................................................................... 27

rEfErEncES .................................................................... 28

4

HomE DEpot HiStory

In 1978, Bernard Marcus and Arthur Blank were let go from their executive positions at the

now defunct home improvement chain, Handy Dan. (“The Home Depot Inc.”, n.d.) Shortly after,

Marcus and Blank took their home improvement retail experience and joined forces to open a new

type of home improvement store, one that would focus on being “one-stop shopping for the do-it-

yourselfer.” (“Our Company: History”, n.d.) The first Home Depot was opened in 1979 in Atlanta

Georgia, boasting a substantial amount of product and a trained knowledgeable staff readily avail-

able to help customers with their purchasing and project needs. (“Our Company: History”, n.d.)

Home Depot’s choice to employ and train experts in various areas of home improvement as well as

stocking their stores with a wide array of reasonably priced items changed the home improvement

shopping experience.

In 1981 Home Depot went public and has since expanded their stores to Canada, Mexico

and China. (“Our Company: History”, n.d.) Home Depot’s customer focused approach has stood

out against other home improvement retailers and has paid off, as their growth in store number and

wealth has grown rapidly over the past three decades.

HomE DEpot financialS

In the year 2014 Home Depot reported sales of $83.2 billion. This was a 5.5% total sales

growth from the previous year. (“Home Depot: Fiscal 2014 Compared to Fiscal 2013” p. 22, 2015)

Total transactions were up from 1,391 million in 2013 to 1,442 million in 2014, with the average

transaction coming in at $57.87. (“Home Depot: Store Sales and Other Data” p. F-1, 2015) CEO

Craig Menear states that one billion dollars of their sales in 2014 were made through their multiple

“digital channels. ” (“Home Depot: Dear Shareholders”, 2015)

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HomE DEpot valuES

Home Depot’s values are very much customer and community centered. They stress the

importance of relationships, respect, and care in their eight core values as a company. Those val-

ues, their descriptions, and their mission are as follows:

The Home Depot is in the home improvement business and our goal is to provide the highest

level of service, the broadest selection of products and the most competitive prices. We are a

values-driven company and our eight core values include the following: (“Home Depot, Inc. -

Investor FAQ,” n.d.)

o Taking care of our people:

The key to our success is treating people well. We do this by encouraging associates

to speak up and take risks, by recognizing and rewarding good performance and by

leading and developing people so they may grow.

o Giving back to our communities:

An important part of the fabric of The Home Depot is giving our time, talents, energy

and resources to worthwhile causes in our communities and society.

o Doing the right thing:

We exercise good judgment by “doing the right thing” instead of just “doing things

right.” We strive to understand the impact of our decisions, and we accept responsibil-

ity for our actions.

o Excellent customer service:

Along with our quality products, service, price and selection, we must go the extra

mile to give customers knowledgeable advice about merchandise and to help them

use those products to their maximum benefit.

o Creating shareholder value:

The investors who provide the capital necessary to allow our company to grow need

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and expect a return on their investment. We are committed to providing it.

o Building strong relationships:

Strong relationships are built on trust, honesty and integrity. We listen and respond to

the needs of customers, associates, communities and vendors, treating them as part-

ners.

o Entrepreneurial spirit:

The Home Depot associates are encouraged to initiate creative and innovative ways

of serving our customers and improving the business and to spread best practices

throughout the company.

o Respect for all people:

In order to remain successful, our associates must work in an environment of mutual

respect, free of discrimination and harassment where each associate is regarded as a

part of The Home Depot team. (“Our Company: Values”, n.d.)

HomE DEpot proDuctS anD SErvicES

Home Depot recognizes that a homeowner’s home is often a person’s biggest investment

and that a home’s look and feel is a direct representation of the homeowner. In turn homeowners

take pride in their homes; they paint walls, build shelves and decks, tile floors, and replace ap-

pliances, all to transform the house they purchased into a home. Home Depot offers products and

services to these do-it-yourselfers looking to accomplish just that.

Walking through one of Home Depot’s 105,000 square feet stores (with another 23,000

square feet for Lawn & Garden) you can see that it is a true non-stop shopping experience. Aisles

are stocked with everything from screws to bathtubs, mailboxes to appliances, and grass seed to

concrete fountains. An average Home Depot boasts 40,000 types of building supplies often indi-

vidualized to the store’s geographic needs and tastes. Customers also have access to over 250,000

products available to ship to store or to one’s home. (“Our Company: Stores, Products, and Ser-

vices”, n.d.)

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In addition to their products, Home Depot also offers a plethora of locally owned and li-

censed independent contractor supplied services. Among these include Exterior Home installation

(Fences, Roofs, Gutters, Siding, etc.), Heating, Cooling and Electrical installation, maintenance

and repair, Flooring installation and refinishing, Kitchen & Bath remodeling and installations as

well as Doors, Windows, and Décor installation and repair. (“Installation Services and Repair at

The Home Depot,” n.d.)

For customers looking for instruction before they set out on their own projects, Home De-

pot offers free Saturday classes that vary by store. Topics cover a variety subjects, such as instal-

lation of faucets or flooring to building a “grill cart” or preparing your home for hurricane season.

Children can also get in on the DIY fun with Home Depot’s Kids Workshops where they build

child friendly projects like wooden trucks and bird houses. (“Free Weekly Workshops & Home

Improvement Workshop at The Home Depot,” n.d.)

pricing & compEtitorS

Home Depot vows to keep their prices the lowest. Throughout the aisle you will find yel-

low and green markets indicating a “New Lower Price” on a multitude of products. If they have

a product that is being sold at a higher price at a competitor’s store, Home Depot will “beat their

price by 10%.” (“Home Depot Guaranteed Low Price,” n.d.) Home Depot knows that even though

they are the leading home improvement store in America, they are certainly not the only one.

Promising the lowest price anywhere to customers is one of the many ways they are achieving their

value of “excellent customer service.”

While mom and pops and independently owned franchises like Ace Hardware battle for

home improvement dollars, Home Depot’s biggest competitor by far is Lowes Home Improve-

ment. On the outside these two retailers may look very much the same, both have huge stores

with a great volume of product and the guarantee of low prices. However, Home Depot’s current

marketing strategies and conveniently located higher number of stores (2,200 locations vs Low-

es’1,840) are giving them the edge over their fiercest competitor to the tune of 27 billion more in

sales over Lowes in 2014. (“Home Improvement Smackdown! HD vs. LOW Stock”, 2015)

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currEnt markEting

Sticking with current marketing trends, Home Depot like many other companies are focus-

ing on their digital marketing. Home Depot executives discussed this decision in an interview with

Media Post from August 2014, stating:

“We’ve shifted to more targeted personalized messaging

to become more relevant to customers, and as a result,

costs attributable to print advertising are down 60% since

2010, and have been shifted to more effi cient advertis-

ing,” says Craig Menear, president, U.S. Retail, in the

call. He says the company is using these digital transac-

tions across all departments, and “we believe this shift of

how we communicate is a piece of what’s been driving

our results.” Print now accounts for less than 10% of its

advertising budget, “while digital is 36% and trending

higher. We like the ROI,” says CFO Carol Tome. (“Less

Print, More Digital Drive Home Depot’s Sales”, 2014)

Home Depot is rewarding e-newsletter subscribers with early

sales, discounts and home improvement tips. The Home Depot

mobile app is making it easy to search inventory, make purchas-

es, and review products. For the more traditional customer, the advertising of their “Special Buys”

and “New Lower Price” on seasonally appropriate products in their weekly circulars is drawing

customers into the stores.

For Customers seeking a bit of inspiration for their next project, Home Depot has devoted

an entire section of their website to “DIY Projects and Ideas” Projects are broken down into cate-

gories such as Bath, Outdoor, Flooring etc. All projects come with a project list of supplies, video

how-to, and detailed instructions. This type of digital marketing appeals to the new generation

of consumer who doesn’t want to be sold to based on the promotion of product and price but on

Figure 1. Example of Home Depot’s advertising of their digital offerings. Source: slickdeals.net

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content and communication. When Home Depot is sharing the knowledge of how to build or cre-

ate something they are investing in the consumer’s DIY education. By doing so, Home Depot is

creating a relationship. When a customer feels like they have been invested in it creates a positive

psychological bond with a brand, in turn the customer will invest in the company.

Home Depot’s current marketing is one based on developing a more personal experience

with both returning and new customers. Their switch to a convenient, customer focused digital

strategy is working, as they pulled in one billion dollars in digital sales alone last year.

Figure 2. Screenshot of Home Depot’s “DIY Projects and Ideas” website. Source: homedepot.com

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targEt markEt:

Home Depot breaks down their customer base as such:

• Do-It-Yourself (“DIY”) Customers. These customers are typically home owners who pur-

chase products and complete their own projects and installations

• Do-It-For-Me (“DIFM”) Customers. These customers are typically home owners who

purchase materials and hire third parties to complete the project or installation.

• Professional Customers. These customers are primarily professional remodelers, general

contractors, repairmen, small business owners and tradesmen. (“Home Depot: Our Cus-

tomers” p.2 , 2015)

While baby boomers (ages 51-69) have been leading home improvement sales for years, these once

do-it-yourselfers are now becoming do-it-for-me customers as they age. With this knowledge in

mind Home Depot needs to consider the rapid growth and “coming of age” of the next generation

of DIY enthusiasts with disposable income: the Millennial Homeowner. The following integrated

marketing communication campaign will focus on targeting the millennial homeowner audience.

Overview of Millennial Homeowners

As of 2014, Millennials (adults ages 18-34, also known as “Generation Y”) are currently

making up 76% of the new homebuyers market. (2014 National Association of REALTORS, 2014)

Most have rented for an extensive period of time and are now looking to own a home of their very

own. (Marcelle Fischler, 2013) With home ownership comes great responsibility. Most of these

young homebuyers have never had to fix a leaky toilet, install a fan, or change a lock. Millennials

are increasingly purchasing older homes, (2014 National Association of REALTORS, 2014) re-

quiring them to acquire various “fix it” skills to keep up and update their homes. They are looking

for guidance in the simplest of home improvement tasks, and also searching to add to their skill-

set.

Generation DIY

Millennials are the generation that heads to the Internet first for answers and inspiration.

They search DIY blogs, Pinterest, and YouTube for their next idea or how-to instruction. They

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have also been nicknamed “Generation DIY” for their willingness to pick up a power tool or a

paint bucket to create unique pieces for their homes and outdoor spaces. And after those projects

are done? They are using Twitter, Instagram, Facebook, Pinterest, and blogs to show off their

handy work and inspire others.

Income and Buying Power

The average millennial household is college educated and makes an average of $66,200

annually. (Marcelle Fischler, 2013) As more couples in this generation are putting off having chil-

dren, they are looking to spend their newfound disposable income on themselves and their invest-

ments. Christine Barton of the Boston Consulting Group states “Millennials already account for an

annual $1.3 trillion of consumer spending, or 21% of the total.” (Jacqueline Doherty, 2013)

The Benefit of Marketing to Millennial First Time Homeowners

Home Depot’s current customer base is overwhelmingly Baby Boomers, but as the com-

pany looks to the future they cannot ignore the coming impact of the Millennial generation. The

Pew Research Center states “Millennials (whom we define as between ages 18 to 34 in 2015) are

projected to number 75.3 million, surpassing the projected 74.9 million Boomers (ages 51 to 69).”

(Richard Fry, 2015) Millennials’ salaries are going to rise overtime, they will continue to update

their homes, move to new homes, have children and prosper. It is imperative that Home Depot start

investing in marketing to Millennials in order to start building life-long relationships with them.

Millennials value trust–they don’t want to be sold to and they want an ongoing relationship with

a brand. The values of Home Depot are rooted in helping the do-it-yourselfer achieve their home

improvement goals, offering an almost teacher-student relationship to customers. By extending

this type of relationship to Generation Y early on in their home ownership and home improvement

learning process they are building a relationship whose influence could affect purchasing decisions

for many years to come.

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HomE DEpot SWot analySiS

Strengths

• Brand Awareness

• High number of store locations (easily accessible)

• Knowledgeable associates

• Strong mobile app

Weaknesses

• Poor online presence

• Many associates not approachable/inviting

• Limited DIY Workshops

Opportunities

• Generation Y, the current largest demographic, are buying their first homes

• Utilization of online outlets and social media to target Millennials

• Train associates in latest customer service techniques

• Increase number of DIY workshops as well as the advertising for the workshops

• Foster sense of community

Threats

• Competitors already actively seeking out Generation Y

• Abundant negative feedback on social media

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campaign objEctivES

• Increase sales overall by 10% over the next year.

• Increase the number of active users through social media by 15% over the next year.

• Improve the attendance of DIY workshops by 5% over the next 9 months.

• Build brand loyalty leading to an increase in repeat customers by 10% over the next year.

• Increase online sales by 10% over the next year

campaign StratEgiES

• Actively engage current and potential customers with ongoing, on-message dialogue

through social media. Produce social media content appealing to target market.

• Redevelop and promote a user friendly, mobile accessible, visually appealing DIY

inspiration and project ideas section of website and mobile app. Have projects feature

items in store and easily available for purchase online.

• Increase the number of DIY workshops as well as topics covered that appeal to the target

market. Promote new workshops through direct marketing and paid media.

• Increase the number of both promotional and charity driven in-store events with community

appeal.

• Train current and new associates in the latest customer service techniques to become more

approachable and better at engaging with customers face to face. Make associates vital to

fostering a sense of community in the store and increasing brand loyalty.

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Integrated Creative Strategy Statement:“We have everything to make your new house a home.”

Rational factors for target market to shop at Home Depot:• Well known home improvement store• Wide variety of products• Knowledgeable employees• Affordable Prices

Emotional factors for target market to shop at Home Depot:• Customers want to make their house a home• Customers need guidance in home improvement matters• Target market customers want their homes to be a space to entertain and build a family.

Rejected Creative Strategy Statements:“Home Starts Here”“Your Source for Building Home”“Here for Homes”“Everything for Homes”“Building a Home Starts Here”

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Creative BriefClient: Home Depot

Why are we advertising?To increase awareness, sales, and brand loyalty amongst our target market: millennials

Whom are we talking to?Millennials that have purchased their first home.

What do they currently think?Home Depot is a just place to buy tools.

What would we like them to think?That Home Depot is not only one stop shopping for all home improvement and DIY needs, but also a place to go to gain home improvement knowledge and in-sight.

What is the single most persuasive idea we can convey?The Home Depot is here to help you with your new adventure in home improve-ment as a first time homebuyer.

Why should they believe it?The Home Depot is staffed by associates who have proven expertise and want to see you succeed in all of your home improvement goals.

Are there any creative guidelines?60 Second TV Commercial.

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Home Depot: “Creating Home” - Character Bios

Young Husband

Character name: Husband

Age: 25-33

Clothing: Modern, Popular Band t-shirt, pants

General appearance: Hip young professional in stylish yet relaxed “weekend clothes.” Somewhat messy hair and glasses.

Background: He is nervous about taking his fi rst “big steps” into adulthood. He has just bought a new house with his wife who is expecting. He is in desperate need for a mentor.

Young Wife/Mother-To-Be

Character name: Wife

Age: 25-33

Clothing: Modern, simple yet stylish maternity tank top, capris

General appearance: Hip young professional in stylish yet relaxed “weekend clothes.” Hair fi xed in a messy bun.

Background: She is nervous about taking his fi rst “big steps” into adulthood. She has just bought a new house and is expecting. She is unsure about her and her and husband’s ability to take on their house projects.

Home Depot Associate

Character name: Home Depot Associate

Age: 50-60

Clothing: Plaid shirt, khakis, Home Depot apron

General appearance: Older male with kind eyes and warm inviting smile.

Background: He is highly experienced in all areas of home improvement and is very happy to share his knowledge with others.

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FADE INSETTING: MIDDAY OUTSIDEA young Husband (moving box in hands) and Wife (hand on pregnant belly) stand outside their newly bought house with looks of nervousness on their faces. The house is old with a huge front porch. It needs a good power washing, the windows and door are dirty, and the yard is dead and brown. The viewer can tell that at one point the house was beautiful and it has potential.

HUSBAND:(Proud yet nervous) This is our house.A window shutter comically falls off front of the house.WIFE: We’re going to need help.

SETTING: INTERIOR OF HOME DEPOTThe young couple walks in nervously looking around with list in hand. The Home Associate sees them immediately and smiles. He walks up to them.

HOME DEPOT ASSOCIATE: How can we help you today?WIFE: What do you know about window shutters?HOME DEPOT ASSOCIATE: (Smiles) Come with me and Ill tell you everything you need to know.Upbeat guitar music comes in covering the conversation. We see the Home Depot Associate walking the couple down an aisle where he pulls out a shutter and starts explaining something. The young couple smile and shake their heads, happy to receive the information. Music continues as scene switches to MONTAGE

MONTAGE 1) IN HOUSE – Husband is working in a dated bathroom; pipe explodes, spraying water every-where. CUT TO HOME DEPOT – Husband walks in soaked and holding a broken pipe; Home Depot Associate pats his back and walks him down the plumbing aisle.

3) HOME DEPOT – Husband and Wife are being helped by the Home Depot Associate in in Design Center pointing and asking questions about various products.

3) OUTSIDE HOME – Wife is hanging a fl ower basket on the front porch while Husband is pulling weeds. Husband starts itching and comically starts scratching all over his body. CUT TO HOME DEPOT – Husband walks in, covered in red splotches. Home Depot Associate gives him and smile and an understanding nod and shows him to the Poison Ivy Weed Killer.

4) HOME DEPOT – Husband and Wife are taking a DIY Workshop with other customer about fl oor installation run by Home Depot Associate.

5) HOME DEPOT – Husband and Wife are being helped by the Home Depot Associate in the

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paint department. Wife fi nds the “perfect” paint color and is obviously very excited about it, hugging her husband.

6) HOME DEPOT – Husband walks into Home Depot, Home Depot Associate sees him and laughs and shakes his hand. Husband hands Home Depot Associate a card, Home Depot Associ-ate opens the envelope and pulls out the card, which has the words“Housewarming” on the front. Home Depot Associate looks up obviously touched. FADE OUT

FADE INMIDDAY OUTSIDE – Home Depot Associate stands outside looking at a fully transformed home and yard. The front door opens and he is invited in by Husband to join the ongoing house-warming party. Home Depot Associate walks around the house excitedly viewing the updated bathroom, kitchen and living room. He then makes his way down the hall to a bedroom with an open door. He walks in to a fully decorated baby’s nursery, which is painted the color that Wife had picked out during the MONTAGE. Husband and Wife walk in behind him, Wife is holding a newborn baby.

HOME DEPOT ASSOCIATE: You’ve made a nice very home for yourself.HUSBAND: (Puts his hand on his shoulder) We couldn’t of done it without you. Thank you.

Home Depot Logo appears in center of screen.

FADE OUT

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mEDia objEctivES:• Reach 70% of homeowners aged 18-36 at an average of 6 times a week for nine months.

• Increase reach and frequency by 20% during peak home improvement times, such as Memorial

and Labor Day weekends.

• Focus 65% of our paid media on attracting new customers within the 18-36 age demographic.

• Allocate 40% of our media resources on new interactive media at a pulsing frequency over the next year.

mEDia StratEgiES:• Create and distribute television advertisements appealing to our target market (new homeowners aged 18-36) introducing them to Home Depot’s products and services.

• Create rich content for social media and interactive platforms frequented by our target market.

• Utilize online advertisement options, such as targeting by demographic on social media, advertising on special interest websites, and advertisement through behavioral tracking.

• Target new customers through print advertising in publications with readership in line with our target demographic.

mEDia tacticS:

• Home Depot will produce television advertisements aimed at and focusing on our target demo-

graphics’ process of personalizing and updating their new homes. These advertisements will run

regularly during shows heavily viewed by target market: Big Bang Theory on CBS and The Walking

Dead on AMC. (“What Americans Are Watching in 2014 - Barna Group,” n.d.) Commercials will

also run on networks with programming that appeals to DIY culture such as HGTV, with a higher

concentration of advertisements running during shows the target market view more frequently:

Renovation Raiders and Flip or Flop. (“Cribs beat ribs: HGTV stays red-hot | New York Post,” n.d.)

• Home Depot will partner with sites frequented by our target demographic. Home Depot will

use Buzzfeed, to create “social advertising”, informative yet entertaining videos and posts fo-

cusing on DIY topics and home improvement that feature Home Depot products. (“Buzz-

Feed Advertise: Content Worth Sharing,” n.d.) These videos will not only be promoted on

their site but also throughout Home Depot’s social media accounts and website. This will al-

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low for optimal sharing by Home Depots social media followers, as well as through paid

promoted posts, thus creating brand awareness amongst new and potential customers.

• Home Depot will redevelop their DIY inspiration site to be more prominent and im-

pactful visually as well as developed with maximum user experience in mind. It will

also become a community for users to show off their own projects they have complet-

ed with Home Depot products and services thus allowing users to be part of the content

creation process.

• Home Depot will utilize YouTube and other video media sites to capture the growing number of

target market users that seek their entertainment media online rather than on television. (“34% of

Millennials Watch More Online Video Than TV,” n.d.) In addition to creating 15 second YouTube

ads directed at our target market to play before their selected media, Home Depot will create a

series of “webisodes” following real couples and families using Home Depot products and services

to remodel and update their homes and yards.

• Home Depot will advertise on Pinterest and The Snug which are websites specifically targeted at

persons interested in DIY culture and home improvement with high percentage of millennial users.

• Home Depot will use traditional print media advertising in magazines, focusing on Martha Stew-

art’s Living, Real Simple, Elle Décor, and other decorating, DIY, and home improvement centered

publications produced both nationally and locally. Ads will persuade readers to visit the various

interactive media Home Depot will be utilizing over the campaign period to allow for a more en-

gaging experience with the brand.

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public rElation objEctivES: • Increase brand awareness within the target market (millennials, ages 18-36) on both a national and local level.• Increase web traffic to the Home Depot website by 40% over next 6 months.• Increase volunteer sign ups both internally and within the community for Home Depot Foundation partnership with Habitat for Humanity by 10%.

public rElation StratEgiES: • Actively engage on social media on a daily basis at both a customer service and informative level. • Produce content that is both informative and entertaining, written with search engine optimization in mind. • Invest in and connect with local communities with higher populations of our target market through store events and workshops.• Reach out to local news television, radio, and publications to inform our target market about the Home Depot Foundation and Habitat for Humanity.

public rElation tacticS:

• Home Depot will reach our target market through other interactive “sharable” media such, with

concentration on sponsored blogs and vlog posts. Home Depot will partner with well known DIY

bloggers and vloggers, giving them products to use in their projects that they will then review and

share on their own media outlets.

• Home Depot will publish blog posts on the Home Depot website focusing on DIY culture, Home

Depot’s involvement with the community, and home improvement “hacks” and how-tos that are

heavy (yet relevant) with search engine optimization phrases and link to other pages on the Home

Depot website.

• Host a series of “Workshop Weekends” featuring the “Home Depot Academy” in cities and

towns with higher populations of millennial homebuyers. Workshop Weekends will take the cur-

rent one workshop per weekend model and expand it to a weekend full of multiple workshops that

feature how-tos in basic plumbing, electrical, remodel, gardening, and decor projects over a two-

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day period. Home Depot Academy will be aimed at the target market of young homeowners who

are looking for guidance and knowledge to fix, repair, and update their new homes. Food, contests,

and entertainment will also be provided during the workshops to pursue customers to stay at the

store for longer periods of time. During these Workshop Weekends, Home Depot will encourage

customers participating to upload photos featuring their project results to social media.

• Home Depot will pitch human-interest stories to news organizations and publications about

Home Depot’s work with local chapters of Habitat for Humanity. News releases about Home De-

pots accomplishments with partnering with Habitat for Humanity and their upcoming events spon-

soring the charity will be created and sent out to local news outlets and online PR websites. Sign

ups to join a Home Depot sponsored building team will be promoted through all of Home Depot

social media outlets, in store, and during Home Depot Academy’s Workshop Weekends. Stories

about families who have benefited from houses built by Home Depot employees and volunteers

will be presented in video form on Home Depot’s social media platforms and websites to spread

awareness about Home Depots commitment to local communities.

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DirEct markEting objEctivES:

• Increase in store visits by 5% in the targeted areas over the next 9 months.

• Increase online sales by 7% over the next 9 months.

• Expand customer information database sign ups by 2% over the next 9 months.

DirEct markEting tacticS:

• Using census data, Home Depot will produce a 16 page “project” catalog that will be distributed

to homes in cities with a high population of homebuyers between the ages of 18-36. Each project

in the catalog will also feature the Home Depot products needed to complete the project along with

their prices. Each project will be also have listed a corresponding url for customers to view more

online about the products listed and a video tutorial of the project itself and to sign up for email

updates.

• Customers who have entered their emails at checkout in store and have signed up through the

new Home Depot DIY site will receive an email on a weekly basis detailing a “Featured Project

of the Week.” This email will work much like the catalog described above where it will feature a

project, its products, and links to the projects’ corresponding informational web page.

• Mailers advertising the “Workshop Weekends” (outlined in the Public Relations section) will also be

mailed out to cities with higher populations of homebuyers between the ages of 18-36. Mailers will have

an emphasis of the workshops being free to the public and direct customers to the website to sign up.

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promotion objEctivES:• Increase sales by 5% from new homebuyers over the next 9 months.• Produce a 35% click rate from weekly emails.• Produce a 25% ROI from weekly emails over the next 9 months.• Produce a 10% redemption rate from each “Welcome to the Neighborhood” packet coupons.• Acquire 15,000 entries and email addresses from social media contest.

SalES promotion tacticS:

• Home Depot will partner with the United States Postal Service so that when persons change

their mailing address they will receive a “Welcome to the Neighborhood” packet that will contain

information about Home Depot and it’s services and multiple coupons for Home Depot products:

• 20% off first purchase of $50 or more.

• $5 off paint purchase.

• $5 off tool purchase.

Coupons cannot be combined, thus motivating the customer to return to the store multiple times.

• The weekly “Featured Project” email will contain a 5% off promo code for any product fea-tured in the email if ordered through the Home Depot website.

• Home Depot will run a contest across social media and on the Home Depot website asking

customers to submit pictures by hashtaging “#WinHDRemodel” of their DIY remodel projects

and description the project for a chance to win $1000 gift card to put towards their next remod-

el project. The top 10 pictures with the most comments, likes, and shares will be put up on the

Home Depot website for voting.

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mEaSurEmEnt anD Evaluation plan

Home Depot will implement the following tactics to measure and evaluate our IMC campaign.

Doing so will determined both the efficiency of our strategies as well as determine if the campaign

objectives have been met.

• Brand awareness within our target market of millennial is one of our biggest objectives within

this campaign. To evaluate the effectiveness of our campaign we will conduct pretests with mul-

tiple focus groups of homeowners within the 18-36 age group. These same focus groups will be

called back at 6 and 12 months for post-tests to determine if their thoughts of Home Depot have

evolved after the campaign as been active.

• Home Depot will implement tracking studies over a 12 month period to monitor brand aware-

ness and perception during the length of the IMC campaign.

• Home Depot will offer customers a chance to partake in panel surveying either by phone or on-

line after their purchase to evaluate their shopping and customer service experience as well as their

perception and knowledge of the current campaign.

• Online data will be use to measure if our IMC campaign is reaching its set objectives by evalu-

ating the following:

• Decline or Increase of store complaints via social media • Online Sales • Repeat online customers • ROI of digital marketing

• Demographics of customers • Amount of followers and “shares” within our target market.

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concluSion

The Millennial homebuyer is an essential target market for Home Depot. As Baby Boomers

are steadily retiring and paying for home improvement services instead of doing projects

themselves, it is imperative for Home Depot to establish brand loyalty early on with current

biggest buying market-those persons 18 to 36 years of age. Through the understanding of

Millennial media consumption within the realms of both traditional and digital platforms

as well as their psychological outlooks and needs, Home Depot can use this integrated mar-

keting communication approach to target and reach this budding group of homeowners and

establish a relationship that will last throughout the consumer’s lifetime.

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