home depot - wordpress.com · · 2016-11-29to say thank you for always choosing home depot for...
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Home Depot
China Hemphill
Submitted to Professor Brent Mayes
November 14, 2016
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Student Biography
My name is China Jade Hemphill and I’m a graduating senior from the University of West Georgia. I will
be graduating December 10, 2016 with a Bachelors in Mass Communications. My concentration is Public
Relations and my minor is Marketing.
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Purpose of Project
What is the purpose of this project for a graduating senior? The purpose to me is far more than to receive
a high grade but for preparation for the real world and a career in Public Relations or Marketing. This
project’s purchase is to be used as a physical or online portfolio entry on a student’s writing and critical
thinking skills and their understanding of the materials that are critical to know when in PR world.
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Situation Analysis
The Home Depot has been known for their giving spirit. As a one of the larger companies located in
Carrollton it's important to be active members of the community.
This project is significant to the company because it's a way to thank them for their patronage. This
project is significant to the Carrollton area because this facility is specifically targeted towards the age
group of 17 - 26 and provides the sense of idea for their futures after high school and college. This will
also provide some essential skills outside the career field of their choice.
To say thank you for always choosing Home Depot for your do-it-yourself home projects and other needs
this facility is our thank you to Carrollton.
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Product/Service Analysis
The Home Depot has a vast variety of products and services to offer their consumers. As a home
improvement store who promotes customer do-it-yourself projects, there are 25,000 products sold in-store
and online. Those products lead to the appliances, you can find kitchen, laundry, air conditioning, water
heaters, lawn, etc. The company features project ideas involving the entire house for customers to do on
their own and they provide installers to do it for them. Their customers are those who are home
improvement experts as well as beginners to home repair. Their provided services are installations and
repairs.
The company’s biggest competitor is Lowe’s Home Improvement. Although the company started in 1946,
it is the second largest home improvement retailer and ranks as the eighth largest U.S. retailer. Lowe’s has
similar products and services as The Home Depot, but Features offered by the company are consumer
credit cards for homes and businesses, rebates, gift cards, and saving in every department published in
paper advertisements and online. Protection plan benefits customers with coverage on appliances they
purchased. Plans guarantee the replacement of appliances after three repairs for the same detect, power
surge protection, parts and labor coverage and other benefits.
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Target Audiences/Market
Per the United States Census, the city of Carrollton’s population per square mile was 1,094.2, population
estimates 26,203 as of July 2015, 10.9% of residents in between 2010-2014 were foreign born, 921 were
veterans. SuburbanStats.org states that the population total as of 2016 is 24,388. Female population
12,809 and the male 11,579. The median age is 25 between both male and female.
Per SuburbanStats.org, there are 4,586 family led households, 2,773 husband-wife families, 1,813 others
families, 424 men led single parent homes, 1,389 female-led single parent homes, 3,812 non-family
homes, 2,515 living alone and 1,297 not alone. 2,628 family homes with one or more children under 18
years. 3,538 family homes and 1,745 non-family homes are in between 25 and 64 years old. 286 homes
have more than three generations and 8,112 homes have less than three generations. 1,615 female led
households with no male presence.
There are no documented psychographics and behavioral services statistics provided by any sites.
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Competitive Analysis
ACE Hardware and Lowe’s had humble origins. ACE was founded in 1924 by a group of hardware shop
owners and has grown to “change the retail landscape by allowing individual stores to purchase
merchandise in bulk to save money and buy at the lowest possible price” (ACE. 2016). Enabling smaller
stores to compete effectively despite the market of larger stores.
Lowe’s was found in 1946 and has grown to be the second largest home improvement store. “By
eliminating wholesalers and dealing directly with manufacturers, Lowe’s established a lasting reputation
for low prices” (Lowe’s. 2016). In the 80’s Lowe’s began catering towards the Do-It-Yourself customers
and that has changed.
Lowe’s
Strengths ● Has some products that Home Depot
doesn’t carry. ● Marketing towards NFL audience.
Weaknesses ● In store Management. ● May not have product that is found with
competitors.
ACE Hardware
Strengths ● Customer Satisfaction 10 consecutive
years. ● Advertising strategy work well because it
makes them memorable.
Weaknesses ● Mom & Pop shop. ● Small following through social media.
ACE Hardware is a lot more expensive when compared to the Home Depot and Lowe’s because there are
a smaller company. Lowe’s on the other hand, prices are nearly identical to Home Depot’s prices. In fact,
both stores willing price match if one or the other sales a product at a cheaper price. For the city of
Carrollton, all three stores are available. But Lowe’s and Home Depot are closer together in the epicenter
of the city while ACE is almost two miles away from this epicenter.
Lowe’s is in the advantage when it comes to advertising and promoting. During NFL football, Lowe’s has
been featuring commercials and the mention of their sponsorship regularly. Home Depot and Lowe’s has
about 97% of the same products at the same prices. ACE Hardware products and in store placement is
made on a smaller scale compared to the other two stores in the analysis.
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Per Forbes, Lowe’s has built more appeal with their professional customers by J.D. Power and has
broaden their portfolios with more high pro-penetration categories (Trefis Team. 2015). Per ACE’s
homepage, they pride themselves in 100% customer satisfaction and they cater to the needs of the
neighborhood that they’re located in (ACE. 2016).
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Current Financial Info
Per May 17, 2016, the Home Depot reported sales of $22.8 billion for the first quarter of fiscal 2016, a 9.0
percent increase from the first quarter of fiscal 2015 (Home Depot. 2016). “Net earnings for the first
quarter of fiscal 2016 were $1.8 billion, or $1.44 per diluted share, compared with net earnings of $1.6
billion” (Home Depot. 2016).
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Chief Decision Makers and Public Relations/Marketing Heads
Craig Menear, CEO & President: [email protected], 770-433-8211
In addition to Craig Menear, the Board of Directors are as followed:
Gerard Arpey: [email protected], 817-963-1234, 713-468-4050
Ari Bousbib: [email protected], 919-998-2000
Jeffrey Boyd: [email protected],
Gregory Brenneman: [email protected],
J. Frank Brown: [email protected],
Albert Carey: [email protected],
Armando Codina: [email protected],
Helena Foulkes: [email protected],
Linda Gooden: [email protected],
Wayne Hewett: [email protected],
Karen Katen: [email protected],
Mark Vadon: [email protected],
Identified as the executive behind the Public Relations and Communications for The Home Depot,
corporate, customer, employee, and government affairs.
Stacey Tank, Corporate Communications & Executive Affairs: [email protected],
918-283-2839
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Current Market Activity
The Home Depot website is the epicenter for everything home improvement, ideas and projects, special
sales, and additional information that their customers could need. The homepage provides all of that and
more, links to their newsroom, career site, corporate site and the site of the international Home Depot
stores. They have visible social media icons and graphic to sign up for receive email coupons and event
reminders.
The company has several mobile apps accessible through Apple devices. The first is identified as The
Home Depot app. This app offers detailed product information, product locator, live chat, image search
and the option to purchase on the app and pick up you purchase in store. The Wallet app is supported
within this app for simplified purchasing. The app is available in the App Store and Google Play.
The second is The Home Depot Pro App. This app allows customers to check any store’s inventory in
real-time, ease with purchasing items they frequently purchased and the ability to check previous
purchases and e-receipts. The third app Project Color by The Home Depot allows customers to take
photos of any room in their home and transform the space with color. By uploading the photo of the room,
customers can change the color of the walls and locate paints that best match the theme in that room.
Their fourth app is a game called Corso’s Cornhole Challenge. The virtual game simulates a game of
cornhole that you play against either Desmond Howard, Chris Fowler, Kirk Herbstreit or Lee Corso. You
can challenge and share victories with Facebook friends. Top players from the global leaderboard can win
prizes including a VIP College Game Day Experience.
The Home Depot homepage provides icons to direct URL links to their social media platforms. They have
YouTube, Facebook, Instagram, Twitter, Vine, Pinterest, and Google+. Their blog and social media sites
featuring holiday and styling tips, projects and ideas, and events.
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SWOT Analysis
The following table displays the strengths, weaknesses, opportunities and threats faced by the Home
Depot company.
Strength Customer Service. More employees. High Profit Margin. Profit Sharing for Employees. Media Outreach. Online & Mobile business.
Weakness In store Management. May not have product that is found with competitors.
Opportunity Targeting towards high school and college students.
Threat May cut employee hours when over staffed.
The following table depicts the strengths, weaknesses, opportunities and threats of Lowe’s.
Strength Has some products that Home Depot doesn’t carry. Marketing towards NFL audience.
Weakness Customer Service experience compared to Home Depot.
Opportunity Targeting towards high school and college students.
Threats Losing business against Home Depot.
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Primary Target Market
There are 3 main markets in this scenario. There are the high school students in Carrollton (age group 16-
19), the college students at West Georgia and West Georgia Tech (age group 20- 25), and the university
alumni who are still in the city limits of Carrollton (age group 25- 34). This market has been known to
shop online and use social media the most.
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Promotional Strategies and Tactics
Overall goal: Being awareness to the opening of the Build West Facility and bring positive attention to
UWG and Carrollton, Georgia.
Objectives: Open the Build West Facility to the public.
Strategy 1: Hosting a grand opening event for the UWG and Carrollton community, where the
university officials and city executives are introduced to Home Depot, given a tour of facility, and
presented the purpose behind the facility over a banquet styled affair.
Tactic 1: Take the UWG Officials and city executives on a tour of the facility to present the
purpose behind it.
Tactic 2: Allow the media to come and gather information so that the facility can be featured in
numerous media outlets.
Tactics 3: Get a marketing team together to promote through social media outlets and create
television commercials.
Tactics 4: During Preview Day, get UWG Housing & Residence Life and the Admission Office to
promote the facility by bring prospective parents and students and current students to the facility
to visit and learn about what facility should offer.
Tactics 5: Provide a contest for students and resident assistants, those who invites to most
students to attend the first DIY seminar wins a $50 gift card.
Tactics 6: Hosting DIY seminars to build and learn about ways to enhance their college
apartment/room/dorm.
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Positioning
The brands of Home Depot and University of West Georgia will use the affiliation strategy. The
affiliation strategy would fit best in this scenario because the city of Carrollton has the trust of the
university and local customers have the trust of Home Depot. By using this customer affiliation and trust,
Home Depot’s Build West Facility has a great chance at appealing to their customer’s position on overall
experience the facility will provide.
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Creative Strategy and Creative Brief
A statement about your creative concepts to carry out your goals or the “Big Idea.”
o The target audience are the residents of Carrollton and the students, faculty and staff of the University
of West Georgia.
o Those who are above the age of 26 have a good impression of the Home Depot and its nature of giving
back to the community.
o Our mission to create a good impression the youth (under the age of 26) who think that the Home Depot
is only a hardware store. We want to show them that they can aspire to do and be anything.
o The most persuasive thing to convince my target audience is that this facility will benefit them in one
way or another.
o I should be believe that and if they don't then they can also consider something be improved.
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Media Strategy
Announcement of The Home Depot Company coming to Carrollton
•I would plan a small press conference that would be held on the UWG campus or in the Campus Center
Ballroom to announce the official grand opening to the public and promote Home Depot’s plan of giving
back to students and the community. Then I would plan to have students employed as trained tour guides
on what to say during a time of a tour. By this time promotions for the grand opening and the first DIY
seminar would be circulating around. Request a catered banquet from Dine West and local eateries for the
grand opening. Checking through the building to ensure everything is working at 100%.
•I would promote my ideas to the local news though newspaper, radio and television, then I would send
my message towards bigger city news like Atlanta.
• Twitter Facebook and Instagram are the most popular among the youth today. I would consider using
those to gain the attention of youth people in the surrounding area.
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New Story
China Hemphill
Audio New Story
Opener:
{Reporter 1}
From the [Name of news center and time]. Great opportunities are in store for West Georgia
students, alumni and Carrollton residents this upcoming year of 2017. Home Depot has
announced its partnership with the University of West Georgia and the city of Carrollton in the
construction of the “Build West” training facility near the campus’ athletic stadium.
Known as the one-stop shop for all things do-it-yourself [pronounced: DIY] and the world’s
largest home improvement retailer, the company aspires to help their customers, associates,
communities and shareholders with success in the home as well as in life.
The facility will host several career opportunities such as lunch with company executives and
career fairs. You can also expect there to be do-it-yourself [pronounced DIY] sessions for
creating for the dorm rooms and the spaces of the home. All of which will be open to the public.
The structure is expected to be over 50,000 square feet in length, the structure will feature state-
of-the-art computer labs, classroom as well as areas for conference styled event of any large size.
This arrangement will both benefit university faculty, students and the company.
Closer:
The start date for construction has yet to be released but the company anticipates the building
will be completed by April 2017.
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Social Media
‘Building West’: Home Depot builds facility with UWG
The number one home improvement retailer in the nation has partnered up with University of West
Georgia to construct a new job training facility in Carrollton, Georgia.
Not only will this facility train the new employees, university students and alumni but it will allow a host
of new opportunities for the Carrollton community in the line of home improvement.
The primary focus for this new building is giving back to the community and build rewarding careers for
students and alumni. The idea behind this facility was inspired by from the company’s Campus Connect
program alongside the university’s motto “Go West”.
Along with providing training for new Home Depot employees, the center will be providing home
improvement classes, seminars for starting a career with Home Depot and volunteer opportunities.
This facility will be a 60,000-square foot, state-of-the-art structure featuring high-tech computer labs and
lecture rooms. Local veterans, city police deputies, firemen, and other city workers along with the help of
University Police and Home Depot employees will come together to build the foundation for the structure.
The facility will be located near the university’s athletic fields for the convenience of students. The
university will be adding a bus stop outside the facility for student to access it even without their own
transportation.
The university hopes to host career fairs, leadership luncheons, and allow student organizations and
businesses to reserve space for events.
By building this facility in the rural city of Carrollton provide more exposure for the company, the
institution and the city itself. The structure will come along with promotion plans for positive futures for
over thousands of students and city residents.
Construction will begin in November 2016 and be completed by April 2017. Home Depot and the
University of West Georgia openly welcomes the surrounding community, university students, faculty
and staff, alumni and the Home Depot family.
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Facebook Headline
China J Hemphill
Just now ·
New Facility Brings New Opportunities for University Students!
Career Possibilities and Bright Futures Lie Ahead for UWG and Carrollton, GA.
Click This Link to Read more about it! http://pages.homedepot.com/Build-West
Twitter Headline
China Jade @MadeChinaJade 4s4 seconds ago
New Training Facility Brings Opportunities to UWG Student Carrollton Community!
Students of UWG will be giving opportunities to start a career with Home Depot
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Follow Our Blog to read more Home Depot stories www.homedepot.wordpress.com .
Instagram Headline
The Granding Opening is ALMOST HERE! The First Home Improvement Seminars will be April
10th, 2017 at 7:30pm. The first 20 people will receive 20 % off their next Home Depot purchase!
#BuildWest #UWG #CarrolltonGa #HomeDepot
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Script of Audio News Story
Advertising Assignment/Television Storyboard
Product: DIY Seminar
Client: Home Depot
Title: Why buy it, when you can build it!
Writer: Hemphill
Length: 60 seconds
Video Audio Jon the Resident Assistant (RA) drops in on his new residents once all have finished moving in. He knocks on a male resident’s door.
*Knock, Knock, Knock* Hi there, I’m Jon. I’m your Resident Assistant. How’s the move in going for you?
The RA and Student greet one another with a handshake and begin to have a conversation. Resident Anthony:
Hi Jon, I’m Anthony. The move in was good but I don’t have enough space to sit my things on. My parents have already left and I don’t have any money. I don’t know what to do!
RA Jon is consulting his resident. RA Jon:
You know there is a solution to your problem! The university has a new facility on campus started by Home Depot. It offers DIY seminars free for the students. I think their first session will be on building sleeves for dorms room.
Resident becomes excited at the good news. Resident Anthony:
Wow, That’s awesome! Where is the session be held and what date?
RA and Resident both say goodbye to one another. Resident Anthony: RA Jon:
I’m totally looking to the Build West Center’s event. I can’t wait to go, thanks for informing me. See you then. Alright then, See you!
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Television Storyboard
Product: DIY Seminar
Client: Home Depot
Title: Why buy it, when you can build it!
Writer: Hemphill
Length: 33 seconds
Video Audio
Frame Time 5 seconds
*Knock, Knock, Knock* Hi there, I’m Jon. I’m your Resident Assistant. How’s the move in going for you?
Frame Time 8 seconds
You know there is a solution to your problem! The university has a new facility on campus started by Home Depot. It offers DIY seminars free for the students. I think their first session will be on building sleeves for dorms room.
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Frame Time 5 seconds
Wow, That’s awesome! Where’s the session be held and what date?
Frame Time 7 seconds
I’m totally looking to the Build West Center’s event. I can’t wait to go, thanks for informing me. See you then Alright then, See you!
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Brochures
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Press Release
Contact China Hemphill
Telephone 678-456-3467
Cell 678-386-4355
Email [email protected]
Website www. Homedepot.com
FOR IMMEDIATE RELEASE October 30, 2016
BUILDING WEST: THE HOME DEPOT & THE UNIVERSITY OF WEST
GEORGIA WORK TOGETHER TO BENEFIT CARROLLTON.
Construction of the Build West Training Facility in Carrollton, Georgia
Carrollton, GA, October 30, 2016– The world’s largest home improvement retailer, Home Depot and
University of West Georgia will be joining forces for plans to construct the “Build West” training facility
in Carrollton, Georgia. As a part of the “Go West” campaign inspired by the local university, “Build West”
will be providing home improvement sessions and other opportunities with the company for university
students, graduates, and the surrounding community.
“It’s only when you develop others that you personally succeed.” It’s my guiding
principle and I would say the guiding for the company. - Ann-Marie Campbell
The company’s primary focus with building is giving back to the community. Along with providing
training for future employees, the center will provide home improvement classes, lectures for careers
with the company, internships and volunteer opportunities. UWG will be able to host career fairs,
leadership luncheons, and allow student organizations and businesses to reserve space for events.
[“An important part of the fabric of The Home Depot is giving our time, talents, energy and resources to
worthwhile causes in our communities and society.”]If you would like more information about this topic,
please contact China Hemphill at 678-456-3467 or email at [email protected].
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References
ACE Hardware. (2016). Retrieved from
http://www.acehardware.com/category/index.jsp?categoryId=34453606
City-Data. (2015-2016). Retrieved from http://www.city-data.com/city/Carrollton-Georgia.html
Home Depot. (2016, May 17). Retrieved from http://ir.homedepot.com/~/media/Files/H/HomeDepot-
IR/reports-and-presentations/quarterly-earnings/2016/hd-q1-2016-earnings-press-release-5-17-16.pdf
Home Depot. (2016). Retrieved from http://blog.homedepot.com/
Home Depot. (2016). Retrieved from
https://corporate.homedepot.com/leadership?field_leadership_category_tid=All
Home Depot. (2016). Retrieved from https://corporate.homedepot.com/about
Lowe’s. (2016). Retrieved from https://careers.lowes.com/about-us/
Soni, Phalguni. (2015, March 24). Retrieved from http://marketrealist.com/2015/03/home-depots-
product-portfolio-supplier-relationships/
Suburban Stats. (2016). Retrieved from https://suburbanstats.org/population/georgia/how-many-people-
live-in-carrollton
Trefis Team. (2015, June 8). Retrieved from
http://www.forbes.com/sites/greatspeculations/2015/06/08/heres-why-home-depot-continues-to-
win/#505108944ccd
United States Census. (2016). Retrieved from
http://www.census.gov/quickfacts/table/PST045215/1313492
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Software Utilization
Microsoft Word
Canva.com