lauren blake imc 302 fall 2013 lauren blake imc 302 fall 2013
TRANSCRIPT
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.
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.
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
YouTube
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.
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