jantholzner_610_week9

An Integrated Marketing Communications Plan
Jamie K. Antholzner
West Virginia University

2Retooling The Home Depot
Executive Summary
The Home Depot is not unfamiliar with the concept of an integrated marketing
communications (IMC) plan. Practice and re-evaluation of the current integrated business approach
and messaging has elevated The Home Depot as one of the top retailers in the U.S., increasing sales
8%, and elevating the brand for both shareholders as well as consumers. However, with this success
is a booming A shift in psychographics, home ownership and do-it-yourself (DIY) initiatives present
The Home Depot with an opportunity to build a relationship with women, a target market that has
been difficult to retain, until now.
This IMC plan is designed specifically to speak directly to this powerful and emerging
market. These women represent the modern female consumer: independent, creative, home owning,
and eager for DIY projects. This plan presents the opportunity for The Home Depot to capture this
up and coming market, creating brand loyalty and sales through engagement and empowerment of
these individuals. A strategic outline of marketing, creative, public relations, direct marketing and
sales promotion initiatives will be presented. Adherence to defined objectives, strategies and tactics
will ensure The Home Depot rebuilds its relationship with women by becoming their preferred home
improvement and DIY provider.

Table of Contents
Executive Summary...................................................................................................... 2
Background Information............................................................................................... 4
History........................................................................................................................... 4
Corporate Mission........................................................................................................... 4
Corporate Values............................................................................................................ 5
Corporate Financials....................................................................................................... 5
Product Mix.................................................................................................................... 6
Communication Strategies and Marketing Mix.................................................................. 6
Competitors.................................................................................................................... 7
Market Segmentation & Conclusions............................................................................... 8
Market Analysis.............................................................................................................. 8
Target Market................................................................................................................. 9
Summary....................................................................................................................... 9
SWOT Analysis............................................................................................................. 10
Integrated Marketing Communications Campaign Objectives & Strategies...................... 11
IMC Objectives.............................................................................................................. 11
IMC Strategies.............................................................................................................. 11
Summary..................................................................................................................... 13
Integrated Creative Strategy Statement......................................................................... 14
Development................................................................................................................ 14
Summary..................................................................................................................... 15
Creative Brief.............................................................................................................. 16
Creative Execution....................................................................................................... 17
Creative Example.......................................................................................................... 17
Summary..................................................................................................................... 18

Table of Contents continued...
Media Plan ..................................................................................................................19
Media Objectives............................................................................................................ 19
Media Strategies........................................................................................................... 20
Media Tactics................................................................................................................ 21
Paid Media Summary.................................................................................................... 24
Paid Media Flow Chart.................................................................................................. 24
Public Relations Plan................................................................................................... 25
Public Relations Objectives............................................................................................ 25
Public Relations Strategies............................................................................................ 26
Public Relations Tactics.................................................................................................. 27
Direct Marketing Plan.................................................................................................. 30
Diret Marketing Objectives............................................................................................ 30
Diret Marketing Strategies............................................................................................. 31
Diret Marketing Tactics.................................................................................................. 31
Sales Promotion Plan................................................................................................... 33
Sales Promotion Objectives............................................................................................ 33
Sales Promotion Strategies............................................................................................ 33
Sales Promotion Tactics................................................................................................. 34
Measurement & Evaluation Plan................................................................................... 36
Overview...................................................................................................................... 36
Pretesting.................................................................................................................... 36
Post Testing.................................................................................................................. 37
Conclusion................................................................................................................... 38
References.................................................................................................................. 39

Background Information
History
The Home Depot is the world’s largest home
improvement retailer. Established in 1978,
Founders Bernard Marcus and Arthur Blank,
envisioned a “one-stop shopping” home
improvement destination for “do-it-yourselfer”
consumer, establishing their first two warehouse style locations by 1979 in Atlanta, GA. Marcus and
Blank believe every customer has the right to the best in product assortment, availability, pricing and
customer service. This strategic integration of product and associate know-how at the lowest prices
possible revolutionized the home improvement industry, differentiating itself from the competition
(“Our History”, n.d).
Corporate Mission
The Home Depot continues to reiterate founders’philosophy with their mission statement: to provide
the highest level of service and the broadest selection of products at the most competitive pricing
(“Our History”, n.d). Customers have access to continually trained staff that teaches them not only
how a product works, but what it can do for them. In-store home improvement clinics empower DIY
consumers with the training, know-how to complete their projects. The warehouse style store layout
enables the broadest availability of products in-store, with access to additional products for special
order. Additionally, The Home Depot seeks exclusive partnership with leading product brands giving
customers access to the best products at the lowest price.

Corporate Values
Core corporate values (see Figure 1) instill employees
with Marcus’notion that The Home Depot is “in the
people business”. Each of the eight core values promotes
relationships with people, (i.e., consumers, fellow
associates, shareholders and the community). This
distinctive “orangebloooded” spirit unifies all employees
to do the most good for the consumer and company,
serving as a competitive advantage for The Home Depot (“The Home Depot Values”, n.d).
Corporate Financials
Stock value and sales were stagnant in the early 2000s allowing direct competition Lowes to surpass
Home Depot (Trefiis Team, 2013). When Frank Blake replaced Robert Nardelli as CEO in 2007,
he overhauled internal operations during his tenure, (i.e. 2007-2014), making significant efficiency
changes to the product supply chain, technology, and employee operations. Consumers took notice
as sales increased despite the housing downturn and recovery. This resulted in over 100% increase
in stock value during Blake’s tenure from 2007 until February 2014. Home Depot’s 2013 revenue
increased 5.4% for the year, resulting in $79 billion, $2.7 billion from online sales alone (Bango, 2014).
Figure 1: Home Depot’s Core Values
focus on relationships.

Product Mix
In its first two stores, Home Depot had 25,000 different stock keeping units (SKUs) on hand.
Today’s stores include 40,000 SKUs with products ranging from building supplies and hardware,
to home improvement, garden, household supplies and décor. An additional 250,000 products
are available online and through custom order. Strategic alliances with industry leading product
manufacturers and certified professional contractors and services providers enable customers to
have access to the top brands and services, all through Home Depot in stores and online (The Home
Depot, n.d).
Communication Strategies and Marketing Mix
The Home Depot continues to offer competitive and guaranteed lowest price in the industry. In-
store, Home Depot guarantees they’ll beat competitors price on an identical in stock item by 10%.
Prominently displayed in-store promotions near aisles and end-caps and offer tool rentals to both
DIY and professional customers. Online price matching and Savings Center links consumers to
current circular ads, rebates, specials of the day, reduced priced goods and overstock items (Savings
Center, n.d.). The Home Depot Pro loyalty program offers professional contractors receive discounts
and specials.

Home Depot has shifted in its marketing communication strategies to include digital and social
media in recent years. In-stores, signage encourages customers to visit the website, speak to an
associate, or download their smartphone app for access to products and services. Additionally,
The Home Depot is engaging with customers through social media outlets on Facebook, Twitter,
Pinterest and employee run blogging sites including The Apron Blog and The Garden Club (Zmuda,
2011). E-commerce differentiation initiatives have become a focus are for the Home Depot with
acquisitions of online retailers and tech startups, connecting further connecting consumers with
home service professionals and services.
Competitors
Direct competitors include Lowes,Ace Hardware, SearsAppliance & Hardware, privately held Menards,
and True Value (Yahoo!Finance, 2015) (see Figure 2). Indirect retailers, those selling similar products
to different target markets and in limited quantity in comparison to The Home Depot, include
automotive retailers, professional construction supply companies, hardware stores, paint supplies,
contractor equipment business, and big box retailer Walmart.
Figure 2: The Home Depot’s largest direct competitiors.

Market Segmentation & Conclusions
Market Analysis
Profitable customers groupings include (a) do-it-yourself (DIY) customers, (b) do-it-for-me (DIFM)
customers, (c) and professional customers. Historically, home improvement customers have been
men with the term “do-it-yourself” defined the suburban husband of the in the 1950s (Gerber,
1997). Today, women initiate home improvement projects and serve as influential decision makers
in traditional co-habit households. Women 18 to 55 now out-pace men in both DIY activities and
spending (Pushup Consulting, 2014). Additionally, more women are becoming homeowners and
heads of households, spending their disposable income on home improvements (Wolf, Albinsson, &
Becker, 2015).
The psychographic segmentation shift within the
female demographic presents a unique market
opportunity for Home Depot (G.E. Belch, & M.A.
Belch, 2015). Continued social media integration
with in-store clinics will empower DIY women,
creating brand loyalty and increased sales. In-turn,
these empowered women consumers will then
serve as Home Depot brand ambassadors: sharing
their experience and encouraging other women to
become empowered through their DIY projects
and Home Depot (Wolf et al., 2015).

Target Market
Examples of our target market include female friends, Marie
Dale and Amanda Domaschk of Dallas, TX. They are both
single professionals in their early to mid-thirties as well as recent
first-time homeowners. Although not quite of the millennial
generation, they have similar values to this generation. Heavily
engaged social media users, they both chose to live in walk-
able neighborhoods with nearby entertainment, dining, and
public transportation options. With this in mind, each has purchased older homes in established and
upcoming neighborhoods with easy access to downtown.
Their household incomes range between $55,000 to $75,000, which is near and above the median
income of $58,431 for the Dallas-Plano-Irving Metropolitan area (Forbes, 2015). Although each
have expendable income, they realize DIY initiatives will save them money in the long run. Despite
being intimidated by some home upkeep tasks, both Marie and Amanda desire to learn more about
general upkeep and home improvement knowledge in order to not rely on professionals who may
take advantage of their lack of home improvement knowledge. Additionally, they wish to perform
home improvements to increase their overall return on investment (ROI).
Summary
Although Home Depot has been unsuccessful in the past in targeting women customers, cultural
and economic shifts have created new opportunities to re-approach this growing market. Through
strategic marketing objectives and strategies, Home Depot has the potential to become the premiere
home improvement supplier for DIY women.

An objective analysis of helpful and harmful internal as well as external factors clearly illustrates a
growth opportunity for The Home Depot: improving its brand relationship with women. Capturing
this target market will effectively change the existing brand perceptions, ultimately building brand
awareness and loyalty within this market segment (see Figure 3 below)
SWOT Analysis
Figure 3: The Home Depot SWOT Analysis diagram clearly illustrates the growth opportunity in improving its brand
relationship with women

IMC Objectives
Based on the situational and SWOT analysis of The Home Depot, there are several key objectives
to obtain the goal of making The Home Depot the premier home improvement supplier for DIY
women within the next year. IMC objectives include:
• Increase overall sales to women by 10% within 12 months
• Increase in-store training sessions attendance of females 15% annually
• Obtain 35% increase in direct impressions on the web by women
IMC Strategies
Sophisticated yet straightforward strategies are in place to meet the outlined objectives above.
• Inspire women to be Home Depot advocates: As women
continue to feel empowered by the completion of their DIY
task, they are more likely to share their experience with others.
Word of mouth and social media sharing on behalf of female
customers will encourage and empower additional females to
complete DIY tasks (Wolf et al., 2015).
• Build experience and confidence: As women accumulate knowledge on home
improvement, they in turn are more likely to initiate new DIY projects (Wolf et al., 2015).
This will in turn generate additional sales opportunities and repeat customers.

Integrated Marketing Communications Campaign Objectives & Strategies

• Connect women to both the products and project ideas. Establishing direct links to
possible projects from website product pages, as well as links to products required from
project idea pages familiarize target customer with products and capabilities. In-store
workshops and product demonstrations will include insights to additional projects and
applications, expanding customer knowhow.
• Open a dialogue with female DIYers, (i.e., speak with, not to). Women are more receptive
to associations and practical benefits over testimonials and technical specifications (Pushup
Consulting, 2014). Training associates how to be genuine with women rather than selling
will build trust, thereby improving customer service relations.
• Serve as source of inspiration: Increased in-store signage directing customers to
featured tutorials and project ideas online will encourage additional product sales.
Additionally, showcasing project ideas on social media and The Home Depot website will
reinforce that they are knowledgeable in not only their products but also knowledgeable
in their application. By showcasing DIY females in advertisements, target audience
visualizes themselves implementing home improvement projects.

• Add appeal to the shopping experience. Creating a more engaging environment for women
to browse and interact with results in positive retail experiences (Knowledge@Wharton,
2007). This strategy should be applied to both in-store appearance and presentation as well
as the website interface and navigability.

Summary
Although The Home Depot has unsuccessfully targeted
women in the past, we can leverage that experience on how
not to approach (i.e., perceived patronization to women
and gimmicks) DIY women today (Torres, 2007). Through
empowerment and further involvement in DIY efforts in
women over the next year, Home Depot serves to benefit
directly from increased DIY product purchases and sales (Wolf
et al., 2015). Achievement of these key objectives will ensure
that Home Depot will become the premier home improvement
provider for DIY women.

Development
Comparison of the rational factors of shopping at The Home Depot with the perceived emotional
factors of DIY women, establishes a common core strategy idea. This idea is translated through the
development of the creative strategy statement: The Home Depot is your one-stop-shop for DIYknowledge
and resources as seen in Figure 4 below (Lesson 4, 2015).
Integrated Creative Strategy Statement
Integrated Creative Strategy Statement:
Your one-stop shop for DIY knowledge and resources
RATIONAL
FACTORS
EMOTIONAL
FACTORS
• Pride in project ownership/execution
(Wolf, Albinsson, & Becker, 2015)
• Fear of uncertainty
i.e., not knowing how to perform tasks
• Discouraged by failure in new tasks
(independent survey, personal communication,
February 7, 2015)
• Empowerment drives trying new tasks
• Prefers personal shopping experience
(Knowledge@Wharton, 2007)
• Doesn’t respond well to patronization
(Pushup Consulting, 2014)
• Product Selection
• Location and access of stores
• Knowledge of product & application
• In-Store and online resource
• Established brand familiarity:
“Let’s Do This”
“More Saving. More Doing.”
(The Home Depot, 2015)
• Customer service rapport
Rejected Creative Strategy Statements
• We have the knowledge to help you get things done right • Your source for DIY
• Feel comfortable asking us • We have solutions to your DIY problems
• We have the tools and knowhow for you • We’re your knowledge depot
Figure 4: The Home Depot Creative Strategy Statement outlines rational and emotional benefits of DIY women
shoppers, identifying creative strategy statement. This creative strategy statement is developed into
tagline: Your How-To Depot.

Summary
The Home Depot is not only a place to purchase products to complete DIY projects; it is a
knowledgeable resource for the overall process and a source of project ideas all unto itself. By
speaking directly to and encouraging DIY women that The Home Depot is there for them, Home
Depot serves as a source of inspiration and project know-how, as well as a tool provider.

Client:
The Home Depot
Deliverable Type:
Out-Of-Home – Billboard
Objective: Why are we advertising?
Home Depot is the DIY women’s source of inspiration, knowledge, and product retailer.
Audience: Whom are we talking to?
Cost conscious independent women, ages 18-55, who need supplies and knowhow to complete their
DIY and home improvement projects.
Audience Insights: What do they currently think?
I want to complete a DIY project but I don’t know how.
Message: What do we want them to think?
The Home Depot has everything they need to successfully complete their project.
Creative Strategy Statement: What is the single most persuasive idea we can convey?
Home Depot is your how-to headquarters.
Background: Why should they believe it?
The Home Depot has the product and project application know-how and wants to share that with
you, both in-store and online.
Deliverables: Creative Guidelines
14”x48” four-color billboard
First in series of billboards
Develop and launch campaign tagline

Creative Brief

The creative strategy statement “The Home Depot is your one-stop shop for DIY knowledge and
resources” will be executed through all campaign deliverables through the use of the tagline “Your
How-To Depot”. Simple cutout lifestyles of empowered DIY women showcasing the tools they use
and/or the project they complete will speak directly to the female DIY audience, peer to peer. The
overall tone of voice will be enthusiastic and empowering, speaking directly to women DIYers with
copy that is short and direct, similar to the social media sharing. Strong use of The Home Depot
orange color will reinforce brand recognition along with the utilization of pre-existing tagline “Let’s
Do This” through hashtags, (i.e., #LetsDoThis). This secondary use of historic brand element will
reiterate that Home Depot is alongside of the consumer throughout the entire project process. See
Figure 5 below for Billboard example.
Figure 5: Rough out-of-home billboard concept for placement near retailers where women shop currently, (i.e.,
Target and Ikea). Introduces new “Your How-To Depot” tagline developed from the creative strategy
statement. Model and tools can be substituted for greater range as a series of billboards ads. Similar
approach will be utilized as web and social media graphics, as well as integrated into an on air commercial.
YOUR HOW-TO DEPOT
DIY Kitchen Makeover #LetsDoThis
Creative Execution

Summary
Showcasing empowered proud DIY women in
advertisements will immediately make The Home Depot
relatable to their target audience. Women will envision
their own projects and home improvement knowhow
vicariously through female model examples shown in
advertisements (Tybout, 1994). DIY women will be
more apt to engage with Home Depot by increasing their
awareness that The Home Depot is capable and ready
to actively assist them with their overall project needs.
By showcasing a greater range and difficulty of home
improvement projects (i.e., not all stylizing and craft
projects) women will become empowered and more
comfortable coming to The Home Depot as their
one-stop-shop for DIY projects.

Media Objectives
To obtain our overall IMC objectives of (a) increasing overall sales to women by 10% within
12 months, (b) increasing in-store training sessions attendance of females 15% annually, and (c)
obtaining 35% increase in direct impressions on the web by women, specific measurable and
challenging media objectives are needed. The Home Depot will use paid media efforts through
both traditional and digital advertising. Meeting and succeeding the media objectives will assist in
attaining our overall IMC objectives. Our media objectives include:
• To reach at least 70% of target market a minimum of 8 times over the next year.
• 65% of these efforts will be targeted to potential new target market customers,
whereas 35% of efforts will be targeted to existing customers
• Allocation of 50% of total media efforts to be delivered in the springtime, during
Home Depot’s annual peak season (News Release, 2013).
• 25% pulse before and after springtime peak season
• 25% of constant efforts year round
• Increase mobile media integration in-store by 25% throughout the 12 month period
Media Plan

Media Strategies
Overall media strategies are needed in order to obtain these ambitious media objectives stated above.
These media strategies include:
• Leveraging magazine advertising, print and digital, to target potential customers
within our target demographics based on similar interests
• Utilize local broadcast television commercials to top housing markets in the spring
• Utilize cable television commercials year round during top shows and networks for our
target audience
• Use of out-of-home billboards in specific geographic and demographically strong
major metropolitan markets
• Target ads on social media, search, and web versions of magazine sites by both
demographics and geographic markets
• Create and implement new in-store signage for a one-on-one integrated shopping experience

Media Tactics
Several media tactics will be executed to meet our media objectives. Traditional media as
well as digital and social media will be utilized. This IMC campaign is focused on acquiring new
female customers as well as making our relationship with existing female customers stronger.
New customers will be targeted through traditional as
well as digital magazine advertisements. The Home Depot will
utilize full page ads will be featured in Real Simple Magazine,
both print and digital editions to leverage target market with
similar interests. Real Simple is a newsstand favorite, as it
ranks first in overall market share with females 18-49, with 8.3
million readers (Real Simple, 2015). The median age of readers
is 34 and it is estimated that 72% of readers own their home. Real Simple is trusted as a source
for inspiring ideas and practical solutions both in print, as well as online and through social media
outlets like Pinterest. With the traffic generated to the Real Simple website from their Pinterest
DIY, Crafts, Décor, Room Inspiration and Storage Idea pin boards, the Real Simple website itself
is an ideal place to utilize pay per click (PPC) ads. The Home Depot aspires to be the number one
source for inspiring DIY initiatives. By engaging with this young, affluent and home owning female
customer base in their comfort channel for creative, practical and inspiring solutions, we are opening
the potential DIY customers.
Nationally, paid search ads through Google AdWords year round will focus on those engaged
within the initial stages of intent within the purchasing process (Siebert, 2015). Google AdWords
will generate ads for those with DIY home improvement related search inquiries (i.e., kitchen, closet,
furniture, storage and tutorials). Use of retargeting digital ads will target our audience members who

have previously been on websites related to home improvement, remodeling, gardening, tools or
DIY interests.
To also reach buyers with interest in home improvement and DIY initiatives, we will
strategically place ads during the top rated cable home improvement shows including the Property
Brothers, Love it or List it, and Rehab Addict on HGTV. Standard rotational ads on the DIY
Network will be utilized year round.. In print, Better Homes & Garden DIY specific quarterly Do-It
Yourself Magazine is an excellent resource for DIY consumers. Often used for ideas, this magazine
has distribution rate of 317,150 quarterly with 95% of readers being women.
Geographically, we will target the top three growing housing markets with affluent, home
owning women. The Atlanta, Dallas, and Minneapolis metropolitan regions are three of the top ten
housing markets with the most affordable homes to which we will target (Christie, 2014). Local
broadcast commercials on ABC, NBC and CBS during evening and prime television viewing hours
will give us maximum exposure in these markets for less cost than a national buy. The staggered
nature of the springtime due to the regional climates will enable us to target these markets with
specific regional results. Additionally, outdoor billboards in female specific shopping throughout
these metropolitan areas near IKEA, Target, and grocery stores will increase coverage, resulting in
more exposures (G.E. Belch, & M.A. Belch, 2015).

The Home Depot will work with a social media marketing agency to strategically produce
ROI on social media platforms. We will utilize cross promote of video ads and tutorials on YouTube,
sponsored ads on Pinterest and Facebook, and video production of Vines to be utilized as ad-shorts
online. Although YouTube has been used in previous campaign measures (G.E. Belch, & M.A.
Belch, 2015) we will introduce new feature DIY project content monthly. Short video tips will be
produced and posted every other week for continuous new content. Ads will target audience by
gender and DIY interests (YouTube, 2015).
Additionally, The Home Depot will continue to use Pinterest as a
primary social media in conjunction with YouTube. Pinterest drives more
referral traffic than other social media platforms combined with women
five times more likely to use than men (Bolsinger, 2014). It will be a key
platform for engaging with our target market. Content will continue to
focus on DIY initiatives with pins linking to project ideas, tutorials, demonstrations, and products.
Sponsored pins (i.e., ads) will link directly to the Home Depot website, blogs, and YouTube tutorials
accordingly.
In-store signage will be revamped nationally to include digital integration. One third of
in-store shoppers say in-store ads influence them to make a purchase decision (G.E. Belch, & M.A.
Belch, 2015). By utilizing near field communication (NFC) embedded signage , we will enable
one-to-one marketing with customers directly in-store (Klabjan & Pei, 2010). These smart in-store
signs will integrate the in-store experience with additional resources and knowledge online. These
resources include (a) the Home Depot App, (b) YouTube tutorials, (c) Pinterest idea project pages,
(d) The Home Depot blogs, and Home Depot website for specific product items convenience of their
own smartphone in-store.

Paid Media Summary
Our paid media advertising will utilize $15 million of our overall $20 million IMC budget. Local
broadcast television commercials in our select markets will total 30% of our budget. Additionally,
15% will be allocated for magazines, 10% for cable. Out-of-home will account for 20%, with 10%
being in-store signage and 5% for billboards. Digital media expenditures will total 30%, which will
include all PPC and social media efforts. A flowchart of these media is illustrated below in Figure 6.
Figure 6: Proposed media flowchart showcasing both traditional as well as digital buys.

Overview
Public relations efforts by The Home Depot will focus on redeveloping our relationship with
DIY women through empowerment, serving as their complete DIY source for project inspiration,
knowledge and supplies. The Home Depot will build relationships with established women’s groups
regionally, promoting DIY knowledge and how-to. Co-sponsorship of these events and workshops
out of store will directly coordinate with in-store workshops and online tutorial efforts. Additionally,
The Home Depot will increase efforts in opening communication and monitoring customer
satisfaction by engaging with the target market through social media. The Home Depot seeks to earn
positive traditional and social media coverage with this integrated public relations approach.
Public Relations Objectives
Several measurable public relations objectives will contribute to The Home Depot’s IMC goal of
becoming the premiere home improvement supplier for DIY women over the next twelve months.
These include:
• Increase awareness of The Home Depot’s support of empowering DIY women
initiatives by 35%
• Generate at least 30 positive media reports based on our DIY women’s initiatives
• Establish ten co-sponsored women’s group events in five select markets
• Attract at least 15 new target market participants to our monthly Do-It-Herself
workshops in-store
• Generate 30% increase in positive engagement by customers on social media
Public Relations Plan

• Achieve 75% overall positive customer feedback in the
target market, both in-store and online
• Achieve 10,000 active subscribers with newly established
Do-It-Herself monthly email newsletter
Public Relations Strategies
Strategic public relations concepts will be adhered to through all of our public relations
initiatives. These strategies include:
• Expand scope of female DIY focus content marketing initiatives beyond craft and
style projects to include simple yet effective home improvement updates, home upkeep
skills, and every day household repairs
• Work with local women’s groups in targeted markets and select regions to in effort to
empower them through education and experience select projects and tools
• Build business partnerships with co-sponsored brand HGTV for out-of-store as
well as in-store events
• Create engaging social media conversations to produce valuable feedback and ideation
from followers (Solis, 2010)
• Optimize online social and blog content for active customers seeking DIY information
through strategic keywords including home improvement topics, campaign hashtags,
DIY interests, and basic repair and related home upkeeps skills
• Provide monthly email newsletter to provide subscribers with the latest project
information and know-how both online as well as in-store

Public Relations Tactics
An initial corporate press release will announce The Home Depot’s new approach in
engaging with female DIY customers. This announcement will establish The Home Depot integrated
source that will empower women to tackle everyday home improvement upgrades, repairs, and
projects in addition to its existing DIY craft and style projects. Additionally the press release will
address in-store improvements such as digitally integrated signage and co-sponsor of events with
HGTV, continuing Do-It-Herself Workshops, as well as integration of YouTube tutorials, Pinterest
page and blog pages.
An integral business relationship for the The Home Depot is co-sponsorship of initiatives
with America’s leading home and lifestyle brand, HGTV. The Scripps Networks Interactive,
HGTV’s parent company, actively seeks to include and inspire DIY initiatives beyond their media
platform. They actively engage in business relationships and are committed to making a positive
difference with those whom they interact with (The Scripps Networks Interactive, 2015). HGTV’s
visibility with it’s multiple top ranked DIY and home improvement hit series ranks first place
amongst our targeted demographics (Bibel, 2014). Together, The Home Depot and HGTV will
co-sponsor in-store and out-of-store initiatives for maximum brand visibility.

A co-sponsored dedicated outreach vehicle will travel to five select markets including our
three targeted marketing regions of (a) Atlanta, (b) Dallas, (c) Minneapolis as well as two additional
metropolitan regions of (d) Los Angeles and (e) New York City. The vehicle will increase brand
exposure while promoting DIY initiatives and education. The vehicle will be used on premise as a
mobile workshop at structured events in-store as well as with local women’s empowerment groups.
On social media platforms, The Home Depot will promote the use of the hashtags #IspyDIY and
#MyHowToDepot for followers to use when the vehicle spotted in their region or neighborhood.
The Home Depot seeks to increase participation in outreach programs by working with
directly with established women’s groups to promote DIY knowledge and how-to group leaders as
well event participants of sponsored women’s group events. These groups will be located in our five
selected markets and include local Girl Scout chapters as well as professional groups. By working
directly with these women, we will cultivate an engaging relationship between The Home Depot
and our target demographic, as well as future customers. The Home Depot will provide support
and encouragement to overcome new and challenging tasks by building practical experience for
future projects, all which build greater self-empowerment by participants (Wolf et al., 2015). Female
participants are likely to share their experiences with peers, continuing to grow an empowered
network that’s calls The Home Depot their “How To Depot” (Pushup Consulting, 2014). Our target

audience will in effect be our greatest public relations allies as they will help to establish The Home
Depot’s brand image as being preferred by women (G.E. Belch, & M.A. Belch, 2015).
The Home Depot will further develop awareness of these initiatives generated content online.
This content will take the form of news releases as well as digital media on the corporate website
as well as on blogs and social media. Additionally, we will create and distribute a monthly Do-It-
Herself newsletter to further integrate our women focused initiatives both on-line and in-store. Links
to subscribe available though our digital ads, circulars, website, and social media pages. Displays
will provide printed versions of newsletters and subscription information in-store for existing female
customers.

Direct Marketing Objectives
The Home Depot seeks a behavioral response on behalf of it’s female clientele to sign up for
additional information and resources as well as purchase recommended featured products to assist
them in their DIY projects. All of these objectives will be pre-tested based on distribution list, offer,
and creative approach for increased rate of response (Lesson 8, 2015). The specific measurable
results we seek to attain this next year with our direct marketing campaign include the following
objectives:
• Achieve 60% sign up rate of two or more specific project interests our Do It Herself
direct emails over the next 12 months
• Increase sales of essential home ownership products 15% over the next year
• Accomplish 20% increase in click through rate of recommended products from mobile app
• Generate 10% increase in sales of recommended products from mobile app
Direct Marketing Plan

Direct Marketing Strategy
The Home Depot strategy for it’s direct marketing initiatives focus build the customer database
and increase customer retention from our target market as well existing customers. These strategies
include:
• Generate and distribute content based on consumer interests
• Reach out to female homeowners with recommended tools and knowledge that are
essential to homeownership
• Provide added value for consumers and The Home Depot with redeveloped geo-locating
and profile data features within the smartphone app
Direct Marketing Tactics
In addition to the news and updates public relations email newsletters, customers will be
offered the opportunity to opt-in for additional direct marketing emails. Monthly direct marketing
emails will feature Do It Herself projects, products, and links to tutorials as well as the Home Depot
Website. Personalized supplemental project specific emails will be distributed based on customer
feedback of project type and interest as filled out in the sign-up process (i.e., kitchen, bath, storage,
gardening, holidays, and general renovation how to).Additionally, new sign-ups will be asked how

they heard about The Home Depot’s newsletters, allowing for us to effectively measure what specific
marketing initiatives are producing results.
The Home Depot will also utilize more traditional tactics with the delivery of direct mail to new
female homeowners. The Home Depot will target new female homeowners with direct mail. Included
will be the a tip sheet for essential tools recommendations for homeownership as well as information
on how to access The Home Depot’s home improvement tutorials and blog pages. This service will be
integrated into the sales promotions by offering a coupon for 15% off all essential ownership featured
products, for both in-store and online purchases.
The Home Depot will add an additional function to its smart phone app that will enable users
to create purchase lists for in-store merchandise. Utilizing geo-locating services, the app will produce
a reminder for the consumer, pulling up the list for the consumer as they enter or are near their local
Home Depot store. Based on the customer’s list of items, related product and project recommendations
will be generated and offered through this feature.Although designed as an added value feature for
female to remember tools and supplies they may or may not necessarily be familiar with, this service
can be used and enjoyed by all customers.App users will also be prompted to fill out an in-app profile
in order to better sever the customer’s needs as well as generate marketing data for The Home Depot.

Sales Promotion Objectives
The Home Depot seeks to add value and loyalty with consumer franchise-building (CFB)
promotions (G.E. Belch, & M.A. Belch, 2015). This loyalty and affinity will drive our target market
to engage with and ultimately purchase from The Home Depot. Strategic integration of traditional
and digital sales promotions enables The Home Depot to effectively reach its targeted audience.
This will generate a lower CPM, with greater ROI and higher redemption rates. Measurable desired
results for the next year include:
• Drive redemption of in-store text promotions to at least 30%
• Increase coupon redemption from sponsored events to 30%
• Obtain at least 100 unique entries for each semi-annual contest nationwide
• Secure 5% increase in marketing funds and services from exclusive in house brands
(Smith & Schultz, 2004).
Sales Promotion Strategies
The Home Depot will offer a series of traditional as well as digital sales promotions to pique
interest, engagement, and drive sales with both consumers and exclusive brands. These strategies
include the following:
• Drive consumers to engage with both traditional and digital Home Depot content
• Create exclusive offers that reward event participants
• Utilize consumer generated contest content to promote the Home Depot’s“Your How
To Depot” campaign
Sales Promotion Plan

• Enhance existing exclusive brand relationships with promotional allowances
Sales Promotion Tactics
The Home Depot will offer in-store digital coupons on a variety products associated with of
Do It Herself projects. Customers will have to text the provided code to The Home Depot in order
to receive the digital coupon to be redeemed at checkout. YouTube and Pinterest posts will cross
promote the availability of these in-store promotions online, creating awareness of the promotion as
well as driving online consumers into stores for their purchases. By using text delivery and activation
initiatives, The Home Depot will retain important customer data for further sales promotion and
direct marketing initiatives.
The Home Depot will distribute 500 coupons coded per co-sponsored HGTV public relations
events, as well as 1000 total coupons for sponsored women’s group’s initiatives. These coupons
will be used to incentivize target market recipients to purchase their goods at The Home Depot
(i.e., either in-store or online). By coding the coupons with bar codes as well as online codes with
specifically to the event distributed, The Home Depot we track coupon redemption and purchasing
habits of these select markets with greater accuracy.

Additionally, The Home Depot will sponsor semi-annual DIY contests. Top entrants will
compete for votes and shares on social media for a chance to win $500 Home Depot gift card.
Requirements for submission include a two-minute video displaying the creative and original
application of Home Depot Do It Herself related projects, knowledge, and products. Although
you do not have to be female to participate, you are required to reference The Home Depot’s
Do It Herself campaign. The post then must be shared on social media (i.e., Twitter, Facebook
and YouTube) and utilize the following hashtags and brand call out: (a) #DoItHerself (b)
#MyHowToDepot and (c) @HomeDepot. The use two hashtags ensures that participants fulfill
contest requirements relevant to the overall IMC campaign without spamming with the overuse of
too many hashtags (Patterson, 2014). The Home Depot will select the top 10 finalists based upon all
entries. The overall winner will be chose by their peers, with overall votes being tallied by the most
likes and shares on social media.
Internally, The Home Depot will continue
to utilize trade promotional allowances with
exclusive brands such as Ryobi’s RIGID
(Howell, 2006) and Martha Stewart Living
(Clifford, 2011). Promotional allowances will
be negotiated for products and tools featured
within the DIY Herself in-store workshops.
Exclusive brands with receive additional
stocking space, in-store store displays and
added value by inclusion into the “Your How
To Depot” campaign.

Overview
It is essential to monitor the effectiveness of this IMC plan throughout the 12-month
operation. Information gathered before implementation, as well as during and after the execution of
components are key to evaluating the efficiency of our tactics in meeting our campaign objectives.
This allows for adjustments as necessary to ensure attainment of our goal for The Home Depot
becoming the premiere home improvement provider and avoidance of potentially costly and
ineffective missteps.
Pre-Testing
Testing prior to advertising campaign launch will allow
for The Home Depot to make sure their approach with
women in appropriate, relevant, and effective. Due to
the nature of the competition being widely regarded as
more in-tune with women, it is essential to make sure our
communications are effective in targeting this profitable
market demographic.
• Focus groups comprised of target audience will be
used to analyze existing brand evaluation and sentiments
• Creative will be tested in terms of copy, tone, and
overall concept. Reaction and comprehension tests as
well as consumer juries will be used to gauge
qualitative target market perceptions of advertising
Measurements & Evaluation

Post Testing
• Recall tests will performed with focus groups to generate overall reception to paid
media advertising.
• Constant use of social media analytics will provide us with live qualitative results of
engagement and overall effectiveness of tactics. Audits of customer generated content
on social media will give us an effective indication of overall engagement as well alert
us of any tactics we can improve upon.
• Opt-in feedback from marketing questionnaires and consumer surveys online as well as
upon completion of in-store workshops will additionally give us constant feedback
• Eye tracking in a store setting with the use Tobii
Pro 2 glasses will be utilized to measure and evaluate
effectives of in-store signage (Tobii Technology,
2014). Shopper Trak will also be utilized in store to
follow traffic patterns from between displays (G.E.
Belch, & M.A. Belch, 2015).
• Distributed coupons at sponsored events will be
tracked to show redemption rate as well overall
sales and purchasing habits.

As our society becomes increasingly more connected and diverse (i.e., changing technology,
shifting psychographic trends), a savvy consumer is emerging. It has become more difficult to build
and maintain brand loyalty with this new generation of consumers. Businesses are recognizing
the need to adjust their overall operations approach to maintain relevancy and influence in the
lives of the modern consumer. Success is found by taking a step back recognizing the need to look
at the organization as a whole. Ultimately each business component is integral to the success of
the business, but it is the strategic coordination of all components and actions in the marketplace
that creates success. Consistent messaging and the overall integration of all internal and external
components build strong brands.
The Home Depot has recognized this, implementing a successful IMC plan with its current
“Let’s Do This” campaign. There is however, room for growth. Although The Home Depot has
experienced an 8% increase in overall sales from Q4 2013 to Q4 2014, despite a data breach in
November 2014 that affected millions, The Home Depot’s competitor is still widely perceived
as the woman’s choice for home improvement (PR Newswire, 2015). Through the successful
implementation of this IMC plan geared towards attaining women consumers, The Home Depot
will remove this stigma, increasing sales, brand awareness, and creating shareholder value as the
preferred home improvement retailer by both men and women.
Conclusion

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