Home Depot: Green Homes for the Homeless

Joseph SolomonKaitlin MooreTracey Clifton

Robert GilmanPUR 3000

Campaign MissionWhen customers purchase

products at Home Depot, a portion of the profit will go towards the building of eco-friendly homes for the homeless

Corporate Social Responsibility

Ranked number 30 in the Fortune 500 list of largest companies in the United States, Home Depot made $67,997 in revenue and $3,338 in profit in 2011.

As the largest home improvement company in the U.S., Home Depot has the potential to make a very large impact on the environment and building green homes for the homeless.

HomelessnessThe nation’s homeless population is

increasingFrom 2008 to 2009, there was a three

percent increase in the homeless populationThere has been a rise in housing

foreclosuresFrom 2008 to 2009, there was a 21.2

percent increase in foreclosures.By attracting socially responsible

consumers, this will help increase Home Depot’s profits and give them a reputation for helping the community.

Environment Protecting the environment is the number

one cause that consumers care about. Many businesses are beginning to see

environmental concern as a source of business profit.

Going green allows the company to gain a competitive advantage by going green.

Being environmentally conscious helps the company business and profit in the long run.

Targeted PublicsCore Home Depot customersEnvironmentally conscious

customersSocially responsible customers

ObjectivesTo inspire customers and

stakeholders to shop at Home Depot and support our environmentally and socially responsible company rather than a less conscious company

To promote the advancements and contributions of an environmentally friendly and socially responsible community

StrategiesOverall strategies:

◦Ensure a broad impact by utilizing multiple aspects of the mass media

◦Synchronize message throughout each step of the campaign

◦Commission outside companies to partner with us to increase credibility

TacticsTactic One: Website Advertisements

◦Promote campaign by providing link on the website, allowing visitors to easily view the campaign information

◦Place campaign ads throughout the website to encourage visitors to take part in the campaign

◦Include third-party participant’s logos to increase campaign credibility

TacticsTactic Two: Campaign Outreach

◦Promote campaign by mailing out flyers to the community, keep them in stores and display them throughout Jacksonville.

◦Creating brochures to be kept in Home Depot stores that allow customers to learn about the campaign and share the information with others.

TacticsTactic Three: Homes for the

Homeless Day◦Promote campaign by holding a

store-wide sale sponsored partly by the third-party companies to draw in more customers.

◦During the sale, more proceeds will go towards the campaign.

EvaluationOnce the ads were placed on the

website, the campaign webpage received 75% more visits.

One million brochures and flyers were created, and 750,000 brochures and flyers resulted in donations to the campaign.

During the Homes for the Homeless sale, more than 500,000 customers visited Home Depot Stores.

References http://

www.thestreet.com/story/11121877/1/home-depot-vs-lowes-earnings-winner.html

http://www.youtube.com/watch?v=wbNSnonIu-A http://graphics.eiu.com/upload/sustainability_allsponsors.pdf GE seeks green by going green. Peter Gwynne. Research-

Technology Management. 53.2 (March-April 2010) p6. Word Count: 1264. Reading Level (Lexile): 1220.

http://www.greenbusinessalliance.com/go-green.aspx http://www.endhomelessness.org/content/article/detail/3668 Lecture Notes http://money.cnn.com/magazines/fortune/fortune500/2011/

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