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Final IMC 610 Project

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SHEELER:	THE	HOME	DEPOT	IMC	PLAN	
	
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Integrated Marketing Communications Plan
Brooke Sheeler
West Virginia Unive...
SHEELER:	THE	HOME	DEPOT	IMC	PLAN	
	
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Executive Summary
This proposed plan is aimed at creating an integrated marketing...
SHEELER:	THE	HOME	DEPOT	IMC	PLAN	
	
	 3	
Table of Contents
	
Executive	Summary	 2	
Table	of	Contents	 3	
Background	Inform...
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Final IMC 610 Project

  1. 1. SHEELER: THE HOME DEPOT IMC PLAN 1 Integrated Marketing Communications Plan Brooke Sheeler West Virginia University IMC 610 Fall 2016
  2. 2. SHEELER: THE HOME DEPOT IMC PLAN 2 Executive Summary This proposed plan is aimed at creating an integrated marketing and communications campaign for National Home Improvement Day. This three-month campaign is geared specifically toward a 30-32-year-old target market interested in DIY home improvement. This campaign will generate an increase in sales, growth in customer base, increase in brand awareness, and customer loyalty. This campaign will involve the use of paid, earned and owned media to meet these four objectives. Chip and Joanna Gaines will be used as the spokespeople due to their strong and positive presence in the Home Improvement Industry. The campaign will also use measurement tactics both before and after to generate its effectiveness at meeting the overall campaign goals.
  3. 3. SHEELER: THE HOME DEPOT IMC PLAN 3 Table of Contents Executive Summary 2 Table of Contents 3 Background Information 4 Core Values 4 Mission Statement 6 Financial Status 6 Services, Products and Pricing 6 Current Marketing Communication Strategies 7 Competitors 10 SWOT Analysis 12 Target Audience 13 Campaign Objectives and Strategies 14 Marketing Objectives 14 Marketing Strategies 14 Integrated Creative Strategy Statement, Creative Brief, Creative Execution 15 Rational Beliefs 15 Emotional Beliefs 15 Creative Brief 16 Creative Execution 17 Paid Media Plan 18 Media Objectives 18 Media Strategies 18 Media Tactics 19 Flow Chart 23 Earned and Owned Media Plan 24 Objectives 24 Strategies 24 Tactics 25 Measurement and Evaluation Plan 28 Conclusion 31 Citations 32
  4. 4. SHEELER: THE HOME DEPOT IMC PLAN 4 Background Information The Home Depot is a home improvement store that was founded in Atlanta, Georgia when Bernie Marcus and Arthur Blank were fired from Handy Dan Home Improvement Centers on April 14, 1978. After sitting down in a coffee shop and talking about their future, they decided they wanted to start the now dominating brand, The Home Depot. With the assistance of investment banker Ben Langone and merchandising guru Pat Farrah, The Home Depot began with two store openings in Atlanta, Georgia on June 22, 1979. The goal of these stores were to not just offer merchandise for consumers to buy, but also give them help with every aspect of their DIY project. Marus and Blank wanted The Home Depot to offer assistance in every form possible to tackle a project from start to finish. The floor associates underwent training to become the best Home Improvement store in Atlanta. Since the opening, The Home Depot now has 2,276 retail stores in all 50 states, the District of Columbia, Puerto Rico, U.S. Virgin Islands, Mexico, Guam and Canada. The company employs over 385,000 people from corporate positions to sales associates in the individual stores. The company has grown tremendously and will continue to develop and prosper as years go on (The Home Depot, 2016). Core Values To fully convey what values The Home Depot corporation stands by, a value wheel was developed. The following values that The Home Depot stands by are (Our Values, 2016): 1. Taking Care of Our People 2. Respect for All People 3. Doing the Right Thing 4. Building Strong Relationships
  5. 5. SHEELER: THE HOME DEPOT IMC PLAN 5 5. Giving Back 6. Excellent Customer Service 7. Creating Shareholder Value 8. Entrepreneurial Spirit Essentially, The Home Depot aims to make sure customers are taken care of in every sense. They get the help that need when shopping, they find everything that they are looking for and online shopping is a breeze. The Home Depot also strives to always show respect for all people. This includes shoppers that come into the store, everybody who sees advertisements, as well as associates that work in the stores. No discrimination is tolerated and everybody is treated as an equal person. The Home Depot always aims to doing the right thing in the right manner. Responsibility is always accepted when it needs to be and everything is handled correctly. One of the reasons that The Home Depot is respected so well in the business community is its value of building strong relationships. These are built with individual customers, communities that stores are in, vendors that work with the company, and associates that work in the stores. Everybody is treated with equal respect ensuring positive vibes and strengthening the relationships formed. The Home Depot values giving back and proves that value with their community relations programs and volunteers called Team Depot. The Home Depot strives to help those in the military get back on their feet and also hire veterans. They also help disaster relief with rebuilding and award grants (Community, 2016). To keep a good business status and gain respect, The Home Depot values excellent customer service because they know that is what keeps the customers coming back. The Home Depot also knows that shareholders are a huge part of keeping the company going. They value this group of people and strive to see a return on investment for their commitment to the
  6. 6. SHEELER: THE HOME DEPOT IMC PLAN 6 company. Finally, The Home Depot encourages its employees to do more than just show up to work every day. They want to see them all making a difference in their community to bring up good morale. For instance, an associate in New Jersey worked with other locals to create shirts and a campaign called, “Restore the Store.” This raised money and awareness for the company during a disaster in the area and he helped raise more than $500,000 towards clean-up efforts (Our Values, 2016). Mission Statement The mission statement for The Home Depot is 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 products (Home Depot, 2015).” The mission statement explains exactly what it wants customers to expect from the organization. When they shop at The Home Depot, they should get superior service compared to all competitors, a wide selection of products and they should be at the best price. Financial Status On October 3, 2016, The Home Depot Inc. stock price was $128.50. Since its opening in 1978, The Home Depot reached total sales of $88.5 billion and earnings of $7.0 billion. According to the 2015 financial report on the website, there was a 6.4 percent increase in sales from 2014 and online sales jumping another 25.4% from the prior year. Overall, Home Depot, Inc. has seen soaring sales that continue to jump and are committed to seeing this grow over the upcoming years (The Home Depot, 2016). Services, Products and Pricing The Home Depot offers a wide variety of services for customers to use. They install everything when it comes to a home. This can range from tile, cabinets, doors, windows, etc. The
  7. 7. SHEELER: THE HOME DEPOT IMC PLAN 7 Home Depot also offers a wide variety of products to go along with its services. Customers can buy the specific product and then the service needed to install it. This make The Home Depot a one-stop shop for people needing to buy home improvement goods. As far as pricing goes, The Home Depot offers a low price guarantee to ensure all customers get the best price around. The Home Depot will offer a price match and beat it by 10% so customers all always getting the best deal. This goes hand-in-hand with some of the values that The Home Depot runs its company by. By offering this price guarantee, it shows that The Home Depot is taking care of its people, respecting all people, doing the right thing, building relationships, and exhibiting excellent customer service. The Home Depot knows that people need to save money in order to get their DIY projects done. If they charge high amounts and refuse to work with their customers, they are going to lost mass amounts of business. This guarantee shows they care and value their customers while also indicating they want to build relationships. For customers to redeem this offer, they must bring the advertisement, printout or photo for validation to the customer service desk. If shopping online, an associate must be contacted at 1-800-HOME-DEPOT to confirm validation. Only in-store purchases will qualify for the 10% price match (The Home Depot, 2016). Current Marketing Communication Strategies The Home Depot currently engages in community relations, a strong social media presence, paid sponsorship with their College Game Day segments, television commercials and their blog. Their community relations efforts focus on honoring veterans in the communities of their stores, helping with natural disaster relief and partnering with local nonprofits in order to give back to the community. They have a team of volunteers called Team Depot, that take time
  8. 8. SHEELER: THE HOME DEPOT IMC PLAN 8 to give back to the local communities. This can range from showing up for disaster relief efforts to clean up a town or helping a family in need. One of The Home Depot, Inc. main missions is to help the veterans who give their lives to protect American citizens. In order to make a difference, they have donated more than $138 million to veteran related causes since 2011. These projects can be as small as building a ramp at a veteran’s home to helping to create housing in order to end veteran homelessness. They also employ more than 35,000 veterans because they feel they deserve jobs (Community, 2016). The Home Depot also has a strong social media presence with accounts on Twitter, Facebook, Instagram, YouTube, and Pinterest. When looking at the Facebook page I noticed a lot of negative comments people were leaving, saying to go to Lowe’s. However, I did see The Home Depot responding to these comments and giving them contact information in order to resolve their issues (Facebook, 2016). On Twitter, I noticed there are separate pages for the United States, Canada and Mexico. There is also a careers Twitter page in order to help people apply to jobs and motivational Tweets to get through the work day. The Home Depot YouTube channel offers a wide array of videos such as stories on army veterans that they help, how they responded to disaster relief efforts, how-to videos for DIY projects, tips on decorating and helping with gardening. This channel is a great resource to anybody who wants to dive into a DIY project or learn about the efforts that The Home Depot is taking to make a difference in this world. The video they have on the YouTube homepage called, Celebration of Service – Phoenix, AZ, tells the story of a few employees that previously served in the armed forces and are now employed at The Home Depot (YouTube, 2015). These employees are an inspiration and show the values that The Home Depot holds true such as Taking Care of our People and Giving Back. The Home Depot respects their employees and is
  9. 9. SHEELER: THE HOME DEPOT IMC PLAN 9 giving back to them for the service that they gave. The Instagram account mainly focuses on results of DIY projects and ideas for people to use. Another marketing strategy that The Home Depot uses is their college game day segment. This is paid media and a sponsorship opportunity through ESPN. The message used for this is, “Built By The Home Depot.” The College Game Day segment travels around to different college campuses every week, and famous announcers give predictions for games and highlights. There is a Twitter, Facebook and Instagram account for fans to keep up with the latest news in college football and what to expect for the upcoming week. The Home Depot is also a proud sponsor with Major League Soccer and the Mexican National Team. They serve as the “Official Home Improvement Sponsor” for the Mexican National Team and the “Official Home Improvement Retailer” of Major League Soccer (The Home Depot, 2016). By sponsoring both of these segments it gives them an opportunity to branch out into different markets where there are different consumers. Most likely, people who watch college football and professional soccer are not going to be the same. This is an opportunity to reach both groups. Sponsoring the Mexican National Team is also a fantastic chance to reach the largest market in Mexico. In 2012, The Home Depot started using Vine for their “How To” videos for those who want to tackle DIY projects and need help. They encouraged people to use #LetsDoThis and show the project they are working on. This campaign made it easy for consumers to engage and learn new tips for free when starting their new project. It also gave The Home Depot a way to engage with the public and gain new customers in the process (Cothran, 2015). The Home Depot utilizes paid sponsorship advertisements through 30-second commercials. In their commercials they use the messages, “Let’s Do This,” and “More Saving.
  10. 10. SHEELER: THE HOME DEPOT IMC PLAN 10 More Doing.” The first example is called, “Let’s Do This Carpet.” The point of this commercial is to show the durability of the carpet and how soft it is. To display durability, they show kids running over it and a football player getting mud everywhere. To show the softness, a bunny is displayed (YouTube, Let’s Do This Carpet, 2013). This specific commercial is meant to display humor while also sounding tough and serious. The next commercial is another Let’s Do This segment showcasing The Home Depot products for outside. This includes a power washer, flowers for landscaping and a leaf blower. Like the previous commercial, this one also comes off tough and shows durability for the products. It emphasizes working hard so you can relax when you’re done and enjoy the project (YouTube, 2014). A form of owned media that The Home Depot utilizes is their blog. The purpose is for consumers to find inspiration on DIY home improvements, seasonal projects and overall inspiration. This offers a wide array of ideas on any topic that somebody would want. It is continually updated and fits around the theme of that specific season. Right now, it is a lot of fall decorating including how to plant mums as well as setting the table for Thanksgiving (The Home Depot Blog, 2016). Competitors Lowe’s Companies, Inc. Another large home improvement store, much like The Home Depot, is also located in the United States, Canada and Mexico. Lowe’s opened in 1946 in Mooresville, North Carolina. Its 2015 annual sales reached $59.1 billion and has more than 2,355 stores in all three countries. Lowe’s devotes a lot of time to develop communities through their programs called, Lowe’s Toolbox for Education, which is an education grant program. Lowe’s Heroes support employee
  11. 11. SHEELER: THE HOME DEPOT IMC PLAN 11 volunteers in their local communities and the Charitable and Educational Foundation that raises money to supports projects in local areas. The stock price on August 29, 2016 was $77.17 (Lowe’s, 2016). True Value Companies True Value Companies is headquartered in Chicago and all branches are privately owned. True Value has over 5,000 privately owned locations in over 60 countries, some of these include: Jamaica, Mexico, Honduras, and American Samoa. In 2015, True Value had a total revenue of $1,497.2 million, an increase from 2014. True Value seems to have many of the same products as the other competitors and many markdowns listed on their website. They do lack the wide array of service amenities that both The Home Depot, Inc. and Lowe’s Home Improvement Stores have. Like all of the other sites, True Value has “how-to” tutorials for household projects (True Value, 2016). True Value used the message, “Behind every product is a true value” that was part of their rebranding campaign in 2013 (YouTube, 2013). Ace Hardware Ace Hardware branches are privately owned with more than 4,800 locations in more than 60 countries. They also have locations in all 50 states in the US. Ace Hardware is 90 years old and headquartered in Oak Brook Illinois. The total sales for 2015 reached $1.4 billion. Ace Hardware offers many services but not on the same scale as The Home Depot or Lowe’s Home Improvement Stores. However, some of these services include; blade sharpening, delivery, glass & acrylic sheet cutting, key cutting, pipe cutting & threading, UPS/Postal Service and more (Ace Hardware, 2016).
  12. 12. SHEELER: THE HOME DEPOT IMC PLAN 12 SWOT Analysis Strengths: • International Locations in Mexico and Canada • Locations available in all 50 states • Knowledgeable associates • Products available for every aspect of home projects • Low Price guarantee: match prices and beat by 10%(in-store) • Higher stock price than Lowe’s Home Improvement Stores • Highest earnings among competitors in 2015 • Vine campaign engaged consumer interaction and encouraged DIY projects • Strong presence in the college football and soccer markets Weaknesses: • Very similar to Lowe’s Home Improvement Stores and does not seem to have many differences • Store locations in 3 countries compared to Ace Hardware and True Value that are in 60 countries each • Negative comments on Facebook • Not the only Home Improvement Store with how to videos on the internet • True Value and Ace Hardware have a higher amount of stores and stronger location presence Opportunities: • Gain a stronger global presence and expand into other countries to have an advantage over Lowe’s Home Improvement Stores • Able to expand communications efforts through different social media platforms as they continue to develop • Ability to reach mass amounts of people continually through social media • Gain positive recognition through continuing to hire and fund veteran programs • Gain more business and buzz by developing creative social media campaigns Threats: • Lowe’s Home Improvement Stores has a presence in the same three countries as The Home Depot, Inc. • All stores have how to videos on their websites • True Value Companies and Ace Hardware have a stronger global presence than The Home Depot, Inc. • Lowe’s also has community relations efforts geared towards disaster relief
  13. 13. SHEELER: THE HOME DEPOT IMC PLAN 13 Target Audience The Home Depot’s overall customer base can be narrowed down into three categories. The first are those who do projects themselves. The people in this category come to The Home Depot to buy products but go home and install them themselves. These people want quality goods at a reasonable price due to the fact that they are taking on the project. This is most likely a way for them to save money instead of using The Home Depot installation services. The next set of customers are those who are looking to find installation services at a good rate. In this case, the customers would be purchasing The Home Depot products as well as paying for the installation. This customer wants to see excellence from the company from start to finish. The final group of customers are businesses who use the products that The Home Depot sells. This can include contractors and installers who come to buy parts to use in their labor based jobs. For instance, an HVAC business in the small town of Somerset, PA needs parts for a job and is looking for a good price. They come to The Home Depot to come and purchase all of the necessary supplies in order to get the job done. For this specific campaign, the ideal target audience will be a single or married individual working full time between the ages of 30-32, either male or female. This campaign is geared towards those who are eager to start DIY projects at their home but do not have large budgets to pay for high end brands or the services amenities that The Home Depot offers. The consumers would individually make an average of $50,000 a year individually. The purpose of this campaign is to grab attention of this specific target market and show them how The Home Depot can be of use to them on their next DIY project.
  14. 14. SHEELER: THE HOME DEPOT IMC PLAN 14 An example of this specific consumer would be a 31-year-old single female, account executive at a public relations firm in Pittsburgh making $50,000 a year. She just purchased her first home but due to budget constraints, she cannot afford a contractor to make changes on her home. She realizes the potential and options she has with DIY. She decides to go online and find inspiration. When she gets some ideas and watches videos on how to do the project, she is ready to tackle it. She now needs to get the materials at a low price and gain confidence that she can do this. As The Home Depot, it is our job to make sure we are her source of inspiration, guidance on her project and the place she shops. Campaign Objectives and Strategies Marketing Objectives • Increase sales by $2,000,000 in the United States stores by 2017 • Build overall brand awareness across the United States by 30% in the 30-32-year-old age groups in 2017 • Increase customer loyalty by 40% in the United States in 2017 • Gain a stronger customer base of 30-32-year-olds in the United States in 2017 Marketing Strategies • Develop National Home Improvement Day on June 17, 2017 • Offer promotions for National Home Improvement Day • Partner with Chip and Joanna Gaines as brand ambassadors
  15. 15. SHEELER: THE HOME DEPOT IMC PLAN 15 Integrated Creative Strategy Statement, Creative Brief, Creative Execution Rational Beliefs • Easily accessible information • Best price guarantee • Mobile App • Assortment of qualities • Assortment of brands • Assortment of price ranges • Knowledgeable and helpful staff • Fast, helpful hints • Home Improvement • DIY videos Emotional Beliefs • Creativity • Stress-free • Independence • Self-confidence • Knowledgeable • Frugal • Confidence • Inspiration Thrown Out Integrated Strategy Statements 1. We make shopping easy 2. We make shopping easy, to save you time and money 3. If you have a small budget and want quality, we are the place to shop 4. Come with an idea and leave with a plan 5. The Home Depot: turn your ideas into reality 6. Let us worry about your project, so you don’t have to 7. Focus on living your life, we will take care of the rest 8. A one stop shop for every rand of home improvement 9. We’ve got the products to make you the master of home improvement 10. Come with an idea, leave with inspiration Integrated Strategy Statement • The Home Depot offers customers knowledgeable and helpful staff to inspire them with their projects.
  16. 16. SHEELER: THE HOME DEPOT IMC PLAN 16 Creative Brief Client: The Home Depot Type: Online advertisement Why are we advertising? To gain consumers and sales the week of and prior to International Home Improvement Day. Whom are we talking to? Specifically, 30-32-year-old male and female homeowners with mediocre incomes, approximately $50,000 a year needing home improvement. Cannot afford installation services but will purchase products for DIY projects around the house. What do they currently think? The Home Depot has merchandise for only high scale home improvement projects. What would we like them to think? The Home Depot has every aspect of their DIY project with staff and online videos to guide them through every step. What is the single most persuasive idea we can convey? The Home Depot has the best price and most accessible information to complete your project. Why should they believe it? The Home Depot has a price-match guarantee, knowledgeable staff to assist with every aspect of a project and online DIY videos to guide customers in their projects. Are there any creative guidelines? Online advertisement, can be used on website or social media platforms
  17. 17. SHEELER: THE HOME DEPOT IMC PLAN 17 Creative Execution Below is a mock-up advertisement to be used both online, either on the website or through social media channels. This is used to gain a visual on a potential advertisement. The message, “Come with an idea, leave with inspiration” will serve as the tagline for the advertisement. This specific advertisement would also have a thought bubble beside the woman with her dream kitchen. This would be her getting the inspiration from shopping at The Home Depot. She would ideally be 30 years old, due to the target market age.
  18. 18. SHEELER: THE HOME DEPOT IMC PLAN 18 Paid Media Plan Media Objectives 1. Use broadcast media to provide 50% coverage of campaign over a 3-month period. 2. Use paid social media to provide 10% of coverage of campaign over a 3-month period. 3. Use radio to provide 40% coverage of campaign over a 3-month period. 4. Reach 80% of target market over a 3-month period throughout campaign duration. 5. Ensure target market obtains a frequency of 3 times for advertisements during 3-month period. 6. Create a positive image of brand through National Home Improvement Day Campaign. Media Strategies 1. Hire Chip and Joanna Gaines as spokespeople for National Home Improvement Day Campaign. 2. Use television advertising on home improvement networks to grab viewers’ attention to National Home Improvement Day. 3. Utilize radio advertisements on streaming services for listeners to hear about National Home Improvement Day. 4. Use paid social media banners to advertise National Home Improvement Day. 5. Advertise on specific social media platforms for National Home Improvement Day. 6. Utilize streaming networks to advertise to target market for National Home Improvement Day. 7. Target ads demographically using all media platforms.
  19. 19. SHEELER: THE HOME DEPOT IMC PLAN 19 Media Tactics 1. Run a series of three :30 second television commercials on HGTV and DIY networks during prime-time viewing hours with Chip and Joanna Gaines, discussing National Home Improvement Day and a DIY tip from Saturday, April 1 – Saturday, June 17. a. Chip and Joanna are a laid back couple with a television show on HGTV called Fixer Upper. Blog posts can be found on why they are people’s favorite couple, including one from Tiffany Raidford discussing their strong family values and work ethic (Raidford, 2016). Consumers who take the time to do projects themselves will share similar values making them an ideal couple to use. b. The purpose of three different yet similar commercials is due to the fact that while this campaign is promoting International Home Improvement Day, it is targeting 30-32 year-olds doing DIY projects. These commercials will give three helpful hints for this market while still promoting the holiday. c. The commercials will specifically run on HGTV and DIY networks due to them both being home improvement shows. People who watch DIY network specifically do so for inspiration. In Spring 2015 it had 10.58 million viewers in the United States (statista, 2015). HGTV, which is the show Fixer Upper is on, had more than 9.4 million viewers with viewers watching approximately 85 minutes per week (HGTV, 2016). d. The show will be run during prime time because that is when most consumers have the opportunity to sit down and watch television. Most people are working during the daytime hours and this is the best time to grab their attention.
  20. 20. SHEELER: THE HOME DEPOT IMC PLAN 20 e. With television watch declining, it will not be the primary way to target the market. Since 2011, there has been a drastic decrease of 25.6% of older millennials, ages 25-34) that watch television, they now watch an average of 20 hours and 56 minutes per week (Marketing Charts, 2016). 2. Advertise the same :30 second commercials as television on streaming networks, Hulu and Netflix to market National Home Improvement Day from April 1-June 17, 2017. a. 28% of 26-32-year-olds are streaming shows opposed to watching live television. This a good chunk and by using this tactic, it will allow The Home Depot to grab the target market’s attention and inform them on National Home Improvement Day. 3. Run three separate :60 second radio advertisements recorded by Chip and Joanna on Pandora, Apple Music, Spotify and iHeart Radio, advertising National Home Improvement Day from April 1-June 17. a. I chose to do :60 seconds because it is not that much more expensive than the :30 second slots and can be filled with more information. There are three separate advertisements so listeners are not hearing the same thing each time over a three- month period. b. Listening to traditional radio stations is hitting a major decline and most people now listen through streaming services such as Pandora, iHeart Radio, Apple Music and Spotify. Pandora has the highest awareness of 82%, Apple Music (67%), iHeart Radio (65%), and Spotify (52%) (Edison, 2016). Many people now stream in their cars straight from their phones and car companies now make the cars with Bluetooth compatibility (Owen, 2016).
  21. 21. SHEELER: THE HOME DEPOT IMC PLAN 21 4. Purchase snapchat filter on National Home Improvement Day, Saturday, June 17, 2017. a. Snapchat is becoming a popular tool among millennials and according to Jillian Hausmann, if a company is not utilizing it they are late in the game (Hausmann, 2016). b. This is a great way to involve people who are using the app to have fun. You are marketing to such a large crowd without really even trying. To make this successful it is important to make it funny so that snapchat users participate. 5. Advertise National Home Improvement Day sale through banner ads online beginning Saturday, May 27, 2017. a. These banner advertisements will be specifically for the sale that is starting on Saturday, June 10, 2017 through Saturday, June 17, 2017. b. These are to encourage consumers to come into Home Depot that week in celebration of National Home Improvement Day. c. Banner advertisements are selected for this because it is a great way to reach the desired target market. Due to the fact that it goes off of the browser’s cookies, the right consumers will be seeing them during their internet searches. d. Dates were chosen because it is advertising just the sale of items in the store. This will grab people’s attention before it starts. 6. Advertise a series of three advertisements specifically through Instagram, Snapchat and Pinterest during April 1 – June 17, 2017 to promote the National Home Improvement Day Campaign. a. Social media platforms give companies the opportunity to advertise specifically with them. DIY projects are visual which is why The Home Depot will advertise
  22. 22. SHEELER: THE HOME DEPOT IMC PLAN 22 on snapchat, Instagram and Pinterest. People who visit these platforms go specifically to look at photos or videos. Pinterest is also a great spot for viewers to find inspiration, which is the backbone of this campaign. 7. Advertise local customers through email newsletters from June 1 – June 17, 2017. a. In order to target demographically, The Home Depot will run the store promotions in email newsletters sent out directly to customers that will promote sales at their closest Home Depot store.
  23. 23. SHEELER: THE HOME DEPOT IMC PLAN 23 Flow Chart
  24. 24. SHEELER: THE HOME DEPOT IMC PLAN 24 Earned and Owned Media Plan Objectives • Gain 5,000 more followers on all social media platforms individually including Facebook, Twitter, Instagram, and Snapchat over a 3-month period. • Increase consumer engagement on social media platforms by 30% with National Home Improvement Day campaign. • Gain a stronger following on all existing social media platforms such as Pinterest, Facebook, Twitter and Instagram by 10,000 followers each in 2017. • Generate 50 earned media placements through media relations efforts over a 3-month period. • Develop 30 new media relationships nationwide over a 3-month period. • Increase credibility of the Home Depot brand by 40% over a 3-month period. • Gain a 30% increase in stakeholders through DIY blogging over a 3-month period. • Increase awareness of the Home Depot brand nationwide by 20% over a 3-month period. • Enhance individual United States store reputations through community relations efforts over a 3-month period. Strategies • Develop a social media contest to win a free room makeover to increase followers and engagement. • Increase conversation on National Home Improvement Day Campaign through all social media platforms using hashtag developed specifically for the campaign. • Enhance celebrity relationships to increase snapchat filter usage.
  25. 25. SHEELER: THE HOME DEPOT IMC PLAN 25 • Develop creative pitches based on region to gain nationwide earned coverage of National Home Improvement Day Campaign. • Invite influential media editors to Atlanta to develop positive relationships. • Increase blogging presence by developing relationships with DIY influencers. • Build off of veteran program in all store regions over National Home Improvement Day. Tactics • Conduct three Twitter chats, once a month, before National Home Improvement Day using #HomeDepotDIY. o The purpose of a Twitter chat is to increase engagement and develop relationships with consumers. Twitter is a great medium for the age group and by using the hashtag it will make tracking the conversation easy. The purpose of the chat will be to strike up conversation on DIY Inspirations, helpful hints, good tools to use, etc. A moderator from the Home Depot social media team will provide a series of questions and allow guests to participate. This will be a learning experience for everybody involved and is free to do. • Create an Instagram contest on National Home Improvement Day using #HomeDepot2017, winner receives a room makeover. o The Instagram contest will require DIYers to show off their DIY project on National Home Improvement Day. Representatives will choose their ten favorites and post them on the website. Viewers will then go on and vote, the top three will receive a room renovation as the prize.
  26. 26. SHEELER: THE HOME DEPOT IMC PLAN 26 o This will allow social media engagement from the Home Depot and bring in website traffic, the only main costs the Home Depot will incur is the cost of the room renovations. • Create a series of Facebook posts throughout 3 months to encourage users to share photos of their renovations using #HomeDepot2017 and promote Instagram contest. o Facebook is a social media platform used by so many and this will be a great way to promote the hashtag, National Home Improvement Day and the Instagram contest. • Create a series of Twitter posts throughout 3 months to encourage users to share photos of their renovations using #HomeDepot2017 and promote Instagram contest. o Twitter is another great platform to use and perfect for hashtags. This can promote the campaign in general while also promoting the Instagram photo contest. • Develop specific pitches for media outlets for different regions of the country to gain favorable earned media for campaign. o Pitches should zone in on particular regions in order to make the campaign newsworthy. By doing this it will make these regions feel important and know the Home Depot is paying attention to their interests. This will be favorable in gaining free coverage for the campaign. • Develop four press releases to explain campaign to both consumers and the media, all posted on website and sent to media outlets. o The three press releases will consist of a pre-campaign release to come out in February 2017 to announce and explain the campaign. An event campaign will come out in March 2017 to announce beginning of campaign, 3 months before
  27. 27. SHEELER: THE HOME DEPOT IMC PLAN 27 National Home Improvement Day. A press release will then come out a week before National Home Improvement Day in June 2017 as a reminder. Then a final post campaign release will be distributed a week after campaign with results and thank for you for participation. All releases will be posted on the website as well as sent with pitch to media outlets. There is no cost to this and the result is earned media on the campaign. • Host a press conference with Chip and Joanna Gaines to promote overall National Home Improvement Day campaign. o The press conference will be with Chip and Joanna Gaines because they are the spokespeople and the face of the National Home Improvement Day campaign. Editors from media outlets pertinent to campaign will be invited to attend in order to gain favorable coverage. • Host a media appreciation day for the media members invited to the press conference. o The day after the press conference invite all media to tour the Home Depot headquarters and meet the CEO. Also give all exclusive passes to the Coca-Cola museum in Atlanta. This is a prominent destination while visiting Atlanta and memorable to the region. While this will incur costs it will make the media feel special and more inclined to write positive stories about the campaign while building positive relationships. • Develop a media advisory to send to invited media for media appreciation day and the press conference.
  28. 28. SHEELER: THE HOME DEPOT IMC PLAN 28 o Media advisories are simple Who, What, When, Where, and Why forms to send out to media outlets. These allow them to have important information and show why the particular event is important. • Curate a list of keywords to be used for Search Engine Optimization that will coincide with the campaign. o When people type in these keywords information for the campaign will come up in their search engines. This ensures they receive all they need to know about the campaign instantly. • Have each store in the United States honor a veteran and share stories on social media throughout 3-month campaign. o This will coincide with the existing veteran program that the Home Depot already hosts. Each store in the United States will honor a veteran in their town and do a small project for them. This uses community relations efforts and shows how the Home Depot wants to be a part of their region. By engaging with the community, it will give the Home Depot a positive reputation. Stories of the veterans will be shared on social media platforms and also drive engagement throughout campaign duration. Measurement and Evaluation Plan In order to gain a thorough understanding of whether the National Home Improvement Day campaign will work, it is important to measure both before the campaign starts and afterwards. Before the campaign begins, The Home Depot needs to monitor all social media
  29. 29. SHEELER: THE HOME DEPOT IMC PLAN 29 platforms and see where they stand. This includes how many followers each account has and the amount of engagement. Another thing to do before the campaign begins is to conduct a total of six focus groups of specifically 30-32-year-olds throughout vastly different regions in the United States, and ask respondents questions to evaluate current Integrated Marketing & Communication strategies. This will give The Home Depot an idea of how their current strategies and tactics are working before the campaign begins. It will also give them a way to compare and contrast after the campaign is over. When the campaign is finished, The Home Depot will need to begin by evaluating their overall sales during the three-month period that the campaign happened. The Home Depot needs to find if there was an overall increase in sales and what percentage, if specific products sold better to this target market, and brands had the highest sales towards this target market. The objective was to see an increase in sales of $2,000,000 in the United States during this three- month campaign. If it hits that amount, then the sales portion of the campaign was a success. The next thing that needs to be done to evaluate the campaign, is a post-campaign focus group. The same regions need to be used to see if there were any changes to customer’s perceptions before the campaign and after. This can be used to evaluate if there was an increase in customer loyalty, an increase in brand awareness, and a stronger customer base of the target market. This is a great way to hear honest opinions and also a great way to see how the marketing worked in that region. A survey can also be sent out through emails a week after the campaign to the target market. In order to gain a better group of respondents, the customers can be added into a drawing in order to win a free room makeover. These surveys can also be handed out in the individual
  30. 30. SHEELER: THE HOME DEPOT IMC PLAN 30 stores in that same time period. These surveys would be anonymous and ask questions on marketing strategies and a good way to measure frequency of the advertisements. Earned media can be analyzed after the campaign by looking for hits online to see if any reporters wrote stories. The press conference with Chip and Joanna should be analyzed afterwards to see what buzz was generated. All social media channels should be looked at as well. The Home Depot would need to determine if any followers emerged from the campaign and how many, how many people used the snapchat filter, how many participated in the Twitter chat, the amount of negative versus positive comments on posts, and how many likes post received. Did the average number increase before the campaign versus afterwards? As far as owned media, the number of website views needs to be looked at. If more views happened during the campaign versus after that is successful in itself. Also, the blog is such an important tool for DIY projects. The Home Depot also needs to see if more views were generated on that. Overall, the evaluation of the campaign is important to see how successful it was and if it had a positive impact on The Home Depot.
  31. 31. SHEELER: THE HOME DEPOT IMC PLAN 31 Conclusion In conclusion, the National Home Improvement Day Campaign is targeting 30-32-year old single or married homeowners in the United States of America. The goal of this campaign is to bring in this target market by helping with DIY projects. This target market makes an average of $50,000 per year, this does not leave a large chunk of disposable income to go towards large home renovation projects. This specific group of people is interested in doing small DIY projects throughout their home. This will give them the creative freedom to do what they want and in an affordable way, The Home Depot will be there every step of the way to guide them. The concept of National Home Improvement Day bring light to the concept of DIY. The concept is an integrated strategy directed at gaining sales while also gaining a strong customer base in the specific target market. This campaign will look at buying media placements on a multitude of platforms from television, streaming services through television and radio, social media, and individual stores. This campaign will also strive to gain earned media and positive reputation through a comprehensive public relations plan. Chip and Joanna Gaines will serve as the primary spokespeople for this campaign. Their likability with the public, high television ratings, and knowledge of the DIY field makes them perfect candidates. The consumers will be able to associate this couple with The Home Depot after the campaign and ideally make it the number one stop for home improvement essentials.
  32. 32. SHEELER: THE HOME DEPOT IMC PLAN 32 Citations Ace Hardware. (2016). Retrieved from http://www.acehardware.com/services/index.jsp Community. (2016). Retrieved from https://corporate.homedepot.com/community Edison. (2016). The Infiniate Dial.[Web log post]. Retrieved from http://www.edisonresearch.com/the-infinite-dial-2016/ Facebook, The Home Depot. (2016). Retrieved from https://www.facebook.com/homedepot/?fref=ts HGTV. (2015). HGTV finishes 2015 with the highest-rated year ever. [Web log comment]. Retrieved from http://www.scrippsnetworksinteractive.com/newsroom/company- news/HGTV-Finishes-2015-With-Highest-Rated-Year-Ever/ Home Depot. (2015). Retrieved from http://www.makingafortune.biz/list-of-companies-h/home- depot.htm J Hausmann. (2016). To big brands, from a millennial: snapchat filters are where it’s at. [Web log comment]. Retreived from http://adage.com/article/digitalnext/steps-brands-sponsor- snapchat-filters/303288/ K Cothran. (2015). Content marketing campaign of the week: home depot videos. [Web log comment]. Retrieved from http://www.aspe-roi.com/blog/content-marketing-campaign- week-home-depot-videos/ L Owen. (2016). Left on the dial: with young people trading am/fm for streaming, will radio find a home in your next car? [Web log comment]. Retrieved from http://www.niemanlab.org/2016/04/left-on-the-dial-with-young-people-trading-amfm- for-streaming-will-radio-find-a-home-in-your-next-car/
  33. 33. SHEELER: THE HOME DEPOT IMC PLAN 33 MarketingCharts Staff. (2016). The state of traditional tv: q2 2016 update. [Web log comment]. Retrieved from http://www.marketingcharts.com/television/are-young-people-watching- less-tv-24817/ Lowe’s. (2016). Retrieved from http://media.lowes.com/about-lowes/ Our Values. (2016). Retrieved from https://corporate.homedepot.com/about/values# The Home Depot, Inc. (2016). Retrieved from https://corporate.homedepot.com/about The Home Depot Blog. (2016). Welcome. [Web log comment]. Retrieved from http://blog.homedepot.com/ Statista. (2015). Cable tv networks: number of tv viewers of DIY network within the last 7 days in the united states from spring 2008 to spring 2015. [Web page]. Retrieved from https://www.statista.com/statistics/228941/cable-tv-networks-diy-network-watched- within-the-last-7-days-usa/ T Raidford. (2016). The reason everyone loves fixer upper’s chip and Joanna gaines. [Web log comment]. Retrieved from http://www.tvovermind.com/fixer-upper/reason-everyone- loves-fixer-uppers-chip-joanna-gaines True Value. (2016). Retrieved from http://www.truevaluecompany.com/Open-a- Store/International/About-International YouTube. (2013). Let’s do this carpet. [Web log post]. Retrieved from https://www.youtube.com/watch?v=NdRIqJ7q6t0 YouTube. (2013). Behind every project is a true value. [Web log post]. Retrieved from https://www.youtube.com/watch?v=CFQflAWyp9Q YouTube. (2014). Let’s do this spec. [Web log post]. Retrieved from https://www.youtube.com/watch?v=hKxgUI9Az2Q
  34. 34. SHEELER: THE HOME DEPOT IMC PLAN 34 YouTube. (2016). Celebration of Service – Phoenix, AZ. [Web log post]. Retrieved from https://www.youtube.com/user/homedepot

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