The Home Depot Case Study

Gwenyth Gunderson

Table of Contents

Part 2: Project Proposal 12

Project Brief / Proposal 12

Purpose of Ad Series & Hopes to Accomplish 13 Tone, Message, & Style 13

Brainstorming 14 Concept Ideas 15

Sample Ads 17 Moodboard 18

Part 3: Final Solution 19

Thumbnails 20 Rough Drafts 21

Comp 1 22 Comp 2 23 Comp 3 24 Comp 4 25 Comp 5 26

Part 1: Market Research

Section 1: Background of Home Depot

Corporate:

The idea of Home Depot was sparked in a Los Angeles coffee shop in 1978 by Bernie Marcus and Arthur Blank. Their vision was a superstore that would offer a huge variety of merchandise at great prices and with highly trained staff. Employees would not only sell goods, but they would also walk customers through steps and techniques of home repair or improvement.

With help from investment banker Ken Langone and merchandiser Pat Farrah, Marcus and Blank opened the first two Home Depot stores in Atlanta in 1979.

Not only did Home Depot blow their competition out of the water due to their large size and stock, but they also had expertly trained floor associates who could teach customers anything from handling a power tool to changing a fill valve. Not only would employees teach and explain with their words, but they were trained to show and demonstrate tasks as well.

Not before long, Home Depot began offering DIY clinics, customer workshops and one-on-one sessions with customers.

From the two original stores in Atlanta, Home Depot has since expanded to more than 2,300 stores in three countries.

(The Home Depot)

Waukesha, WI:

The Waukesha, WI Home Depot prides itself in helping people finish projects. They have unique tools such as their Home Depot product locator app, which helps people find products, and they also have an extremely well-informed staff. Additionally, they are proud of their commitment to their community. They offer hands-on DIY workshops for parents, families and kids. On top of all of this, they support their local Boy Scouts, Girl Scouts and VFW Post 721.

(Home Depot)

Photo taken from The Home Depot

Mission Statement

In every Home Depot store, the goal is the same: “to earn customers respect by offering the highest level of service, the b roadest selection of products and the most competitive prices.”

Home Depot was founded on a “whatever it takes,” customer-first philosophy. Marcus and Blank implemented a customer “bll of rights,” which stated that customers should “always expect the best assortment, quality and price, as well as the help of a trained sales associate,” when they visit a Home Depot store.

The entire mission of Home Depot was built around making do-it yourself, home improvement projects easy for the average consumer. Their philosophy of putting customers first also extends beyond the wall of the store. Marucs and Blank made a commitment to give back to the communities where their stores were located in 1981. They have been volunteering to help the nation’s veterans ever since.

Photo taken from The Home Depot

Demographics & Audience

Waukesha County, Wisconsin

Population : 410,434

Age :

5% under 5-years-old

20.7% under 18-years-old

20.6% 65 years & over

Median age: 43.8

Sex :

50.3% women

49.7% men

Race : 91.6% white

2% black/African American

0.3% American Indian

5.4% Hispanic/Latino

4.2% Asian

Households :

170,114 households

2.4 person per household

Median income: $98,849

Marital Status: 59% married

41% single

Religion :

religious

Baptist 0.5% Espiscopalian 29.8% Catholic

Luthern 1.8% Methodist 0.9% Pentecostal 2.1% Presbyterian 0.4% Mormon 7.5% other Christian

1.7% Eastern faith

Education : 97.8% high school graduate or higher

48.7% Bachelor’s degree or higher

Social Activites: Golf Events

Beer Events

Nature Social Clubs

Market Day Events

Dog Clubs/Training

Job Status:

67.3% in civilian labor force

232,599 total employees 5.2% persons in poverty

Competitors

What makes them stand out?

Lowe’s

“They offer a wide range of products including appliances, tools, hardware, paint, lumber, and more” (Team TBH).

They focus on selling practical home products that the every day customer

Ace Hardware

Global/International company

“As a member-owned organization, Ace Hardware places great importance on community involvement and supporting local entrepreneurs” (Team TBH).

Offer good prooducts, but place main emphasis on community

Menards

Over 300 stores in the Midwest

“...offers a variety of building materials, power tools, and other home improvement(Teamsupplies” TBH).

Offers low pricing and a wide variety of products

Photo taken from Lowe’s

Unique Selling Points Home Depot

Home Depot stands out from it’s competitors because they target both professionals and the average customer (DIY customers). They are the largest home improvement company, while also employing expert employees with a wide variety of experiences. They have high-quality products and services with a wide range of different types of products. They are also an international company, with locations in North America, Canada and Mexico.

Home Depot’s core values also stand out from its competitors. The eight core values are as follows:

1. Creating shareholder value

2. Entrepreneurial spirit

3. Taking care of our people

4. Respect for all people

5. Doing the right thing

6. Building strong relationships

7. Giving back

8. Excellent customer service

(The Home Depot)

Photo taken from The Home Depot

Strengths and Weaknesses

Strengths:

Home Depot is the largest home improvement retailer. They are highly profitable, which gives them more financial resources for things like marketing and expansion. They have a wide variety of products and customers can access all the unique home improvement products under one roof. In addition, they have excellent customer service and informed employees. In fact, the company is known for their enhanced customer service.

Weaknesses:

There is a lack of geographical diversification when it comes to Home Depot. They have 2,200 stores spread across North America, with only 180 in Canada and 125 in Mexico. This overdependence on North America is a major weakness. In addition, they also have aging infrastructure. They have invested over $10 billion for digital transformation, but this project failed due to aging infrastructure. Another weakness is their negative

They also have an effective BOPIS Strategy (buy online, pick up at store). Home Depot is known for having great HR policies and a strong, loyal customer base. Finally, one of their biggest strengths is overall having a strong brand. They are ranked 32nd most valuable brand in the world.

publicity. In 2018, Home Depot fired an employee after he requested a disability related emergency break. The company was forced $100K to settle the case, which has tainted their reputation since, Lastly, their late eCommerce adoption is a big weakness of theirs. Home Depot adoped eCommerce later than most of its competitors, wasting much opportunity for growth.

(Parker)

(The Home Depot)

Section 2: Conceptual Ad Series Overview & Analysis

Purpose of Conceptual Ads:

“Concept ads sit at the top of the funnel. They are fully produced, carefully crafted and finished products that aspire to match the memorability and impact of the very best advertising and have upper-funnel goals like generating brand awareness and intent to purchase” (iab.)

Conceptual ads are focused on the whole brand, not just a portion of the brand. Although specific products may be shown, the ad focuses mainly on the brand as a whole so that the values and overall service of the brand can be communicated clearly to consumers.

Entertainment Conceptual Ad

Photo taken from E! News

Raising Awareness Conceptual Ad

Photo taken from The Home Depot

Share Values Conceptual Ad

Photos taken from The Home Depot

Analysis 1: The Home Depot

Photos taken from The Home Depot’s Instagram

Type of conceptual ad: To entertain and inform

Target Audience: People looking to do DIY work

Strategy (challenges, goals): The strategy of this ad consists of targeting people who need to find tools or paint to complete DIY house projects or planting. However, there is a fun twist to this ad to make it more entertaining for consumers. By saying “mentally here,” consumers are caused to think about being at The Home Depot isntead of where they are currently at. A challenge of this conceptual ad series is that consumers have to read in between the lines to know that Home Depot is advertising products in the series. In addition, the main goal of this ad series is to send the message that The Home Depot is the place that has everything one could possibly need to complete their DIY projects.

Media Tactics: Instagram

Successes/Failures: A success of this conceptual ad series is that it received more likes than a normal post for The Home Depot (4.015 likes) by incorporating humour. A failure of this series is that it doesn’t show The Home Depot logo anywhere except the last picture.

Analysis/critique of the series: Overall, this conceptual ad series did a good job at showcasing who The Home Depot is as a company. This series shows that The Home Depot is a brand for the every day consumer, the one who can do anything they put their mind to with the tools The Home Depot provides. However, I would suggest that more logos were place throughout the series.

Analysis 2: Lowe’s

Photos taken from Lowe’s Instagram

Type of conceptual ad: To entertain

Target Audience: Types of Lowe’s shoppers

Strategy (challenges, goals): The strategy of this ad consists of targeting different types of Lowe’s shoppers & making fun of them in a way while following a current trend. By following a current trend, a lot of consumers who don’t usually look at Lowes posts are drawn to the post. A challenge of this conceptual ad series is finding a way to make it unique and their own because the “Little Miss” trend is so trendy and common. In addition, the main goal of this ad series is to send the message that Lowe’s is for every type of person and every situation.

Media Tactics: Instagram

Successes/Failures: A success of this conceptual ad series is that it received more likes than a normal post for Lowe’s (3.387 likes). A failure of this series is that it missed an opportunity to showcase specific Lowe’s products in each “Little Miss” situation/picture.

Analysis/critique of the series: Overall, this conceptual ad series was well thought out and put together. It was different from the usual Lowe’s Instagram advertisements, and it received a lot more attention than normal. This series had a “Little Miss” character that every individual could personally connect with, making the post easier to engage with. I do think there was a missed opportunity to showcase some of the products sold at Lowe’s, but I think it did a good job of communicating that Lowe’s is for everyone.

Part 2: Project Brief / Proposal

Part 2: Project Proposal

Purpose of Ad Series & Hopes to Accomplish

The purpose of the ad series is to communicate the values and offers of The Home Depot as an overall brand to consumers in Waukesha, Wisconsin. We hope to accomplish making the brand image and reputation of The Home Depot well-known and recognizable. We want to advertise a positive brand image to the community of Waukesha.The specific brand image we want to portray is: helping people start and finish projects in a practical, convenient way.

Tone, Message, & Style

The tone of our ad will be positive, friendly, helpful and motivating. The message will be that we can help families build their dreams (dream house, expansion, project, etc.), while also building stronger family relationships. We want to show that we exist for families, and our projects can be completed by families working together. The style will be visual with real life photos of families and overlaying words and graphics to portray our message.

Photo taken from The Home Depot

Brainstorming

Concept Ideas

Concept Idea #1:

Concept Idea #2:

Concept Idea #3:

Concept Idea #4:

Concept Idea #5:

Ad series that would showcase three different types of stereotypical Home Depot families. Each of the three posters would focus on a certain type of family, while showcasing that Home Depot can fulfill the needs of any time of family.

Ad series showcasing Home Depot through the different people in a family. One poster would focus on a dad, another on a mom, and then one on kids. An alternative to this idea would be using the parents for one poster, kids for another, and grandparents for another. Once again, this ad series would showcase how Home Depot is a place for both parents and children.

Ad series that would showcase different DIY projects through Home Depot. This ad series idea would showcase the same family in three different situations: painting, building a shelf for example, and gardening. By showing the family in three different, realistic family situations, Home Depot would be portrayed as an “everyman brand” and a helpful source for many situations.

Ad series that would compose of the building of a family home. The first ad would consist of a sketch of a home or a basic layout. Then, each additional ad that comes after would ad on different pieces to the house, like paint for example. This is an opportunity for Home Depot to show that they are a family brand and that they have everything one would need to have a perfect family home.

Ad series that would showcase the different values of Home Depot. Three of the top values would be chosen from The Home Depot values wheel to be showcased in a three-part ad series. The ads would have the same layout, possibly with the wheel part of the design, and focus on a different value for each poster.

Concept Idea #6:

Concept Idea #7:

Concept Idea #8:

Concept Idea #9:

Concept Idea #10:

Ad series that would showcase a family gardening and ushering in the spring season. There would be multiple images of the family removing weeds and planting a beautiful garden, having fun together. Overlaying message would represent the growing of a family & garden relating to Home Depot.. Getting rid of clutter, removing weeds so that you can make space for something beautiful with the help of Home Depot.

Ad series that would showcase a variety of personalities and ages in a family all finding their niche. Shows a little brother and sister looking at vibrant colors they love, and the mom and dad also looking at colors that they are drawn to. In the next few photos of the series, it should show them working together, painting different rooms in their house, and how each of their colors and “vibes” are being represented and they are coming together as a family.

Ad series that would showcase the employees of Home Depot being extremely helpful. Represents one of their core values of making everything easier and more convenient for customers to complete their projects: “We do the hard part so that you can do the fun part.” Photo of employee climbing a latter to get something for a customer, photo of employee smiling and explain something, leading a customer somewhere, etc.

Ad series that would showcase creativity and the many purposes a family can use one room for throughout the years. The slogan would be “thinking outside the box throughout the years.” The first photo would be of a plain room with white walls. The next three photos would show the family first building a baby’s nursery, then watching the room transform throughout the years as the child gets older.

Ad series for a Father’s Day theme. Slogan would be “Strong families are built from strong fathers,” and the ad would showcase a series of “dad jokes.”

Sample Ads

“How doers get more done” campaign, targeted at doers and achievers. Very motivating advertisement to empower customers who want to start and finish projects on their own. This also highlights their employees, and how they are very helpful and knowledgeable. Our conceptual ad will do more because it will portray further aspects of their brand values and the target audience will be different (families).

“Unfinished Projects?” Lowes Ad campaign. This is a creative advertisement but also too straightforward in my opinion. Everyone already knows that Lowes is a home improvement company. They don’t have anything that sets them apart as a brand. Our conceptual ad will portray brand personality and portray Home Depot as so much more than just

Moodboard

Part 3: Final Solution

Thumbnails

These thumbnails pictures show the beginning of the ad series process.

Rough Drafts

These pictures show our favorite thumbnails with more detail added to them. These sketches helped us further to decide which series’ we liked best.

Comp 1

This is the first possible series taken from the sketched draft and put in the computer. (Concept Idea #6)

Comp 2

This is the second possible series taken from the sketched draft and put in the computer. (Concept Idea #4)

Comp 3

This is the third possible series taken from the sketched draft and put in the computer. (Concept Idea #10)

Comp 4

This is the fourth possible series taken from the sketched draft and put in the computer.

Comp 5

This is the fifth possible series taken from the sketched draft and put in the computer.

Comp 6

This is the sixth possible series taken from the sketched draft and put in the computer.

Refined Draft #1

These photos show one of our favorite comp (comp 3) being composed into a more detailed ad series, with incorporated feedback from peers.

Refined Draft #2

These photos show another one of our favorite comp being composed into a more detailed ad series, with incorporated feedback from peers.

Further Refined Draft #1

This further refined draft changed from the first draft based on professor-feedback and peer-feedback. The feedback was taken into account to make the ad series be more effective.

Further Refined Draft #2

This further refined draft changed from the first draft based on professor-feedback and peer-feedback. The feedback was taken into account to make the ad series be more effective.

Final Draft

These ads are the final draft of the conceptual ad series for The Home Depot. These ads went through a series of critique and changes to make the best possible, most effective ad series. This final draft showcases The Home Depot in a way they have not been advertised be fore. It mixes humor and Father’s Day to increase brand awareness for The Home Depot. Happy Fathers Day!

Happy Fathers Day!

Happy Fathers Day!

Mockup 1

This is a real-life mockup of how The Home Depot conceptual ad series could look in a magazine. Each ad would take up one full page in the magazine.

Mockups 2 & 3

References

“About Us.” The Home Depot, https://corporate.homedepot.com/page/about-us.

Ace Hardware | The Helpful Place - Ace Hardware, https://www.acehardware.com.

BlackFriday.com. “Home Depot 4th of July 2023.” https://www.google.com/ url?sa=i&url=https%3A%2F%2Fblackfriday. com%2Fads%2F4th-of-july%2Fhome-depot&psig=AOvVaw0hPROLZ3woffzi0amZCd2Q&ust=1709654597176000&source=images&cd=vfe&opi=89978449&ved=0CBMQjRxqFwoTCOCTvOn92oQDFQAAAAAdAAAAABAs.

“Events.” Waukesha County, https://www. waukeshacounty.gov/Events.

Home at Menards®, https://www.menards.com/ main/home.html.

“Home Depot Mood Board.” Pinterest, https:// www.pinterest.com/gwenythgunderson/homedepot-mood-board/.

Lowe’s Home Improvement, https://www.lowes. com.

IAB Tech Lab, https://iabtechlab.com.

“Local Ad.” The Home Depot, https://www. google.com/url?sa=i&url=https%3A%2F%2Fwww.homedepot.com%2Fc%2Flocalad&psig=AOvVaw0hPROLZ3woffzi0amZCd2Q&ust=1709654597176000&source=images&cd=vfe&opi=89978449&ved=0CBQQjRxqFwoTCOCTvOn92oQDFQAAAAAdAAAAABAg.“The Home Depot Waukesha Store in Waukesha, WI 53186.” The Home Depot, https://www.homedepot.com/l/Waukesha/WI/ Waukesha/53186/4918.

“Lowe’s Home Improvement (@loweshomeimprovement) Instagram photos and videos.” Instagram, https://www.instagram.com/loweshomeimprovement/?hl=en.

Malec, Brett. “Nick Offerman Stars in John Oliver’s Hilarious Home Depot Commercial Parody: Watch Now! - E! Online.” E! News, 3 November 2014, https://www.eonline.com/ news/594236/nick-offerman-stars-in-john-oli -

ver-s-hilarious-home-depot-commercial-parodywatch-now.

Marcus, Bernie, and Arthur Blank. “Top 10 Competitors of The Home Depot in 2024.” The Brand Hopper, 9 August 2023, https://thebrandhopper.com/2023/08/09/top-10-competitors-of-the-home-depot-in-2024/.

“Pexels.” Free Stock Photos, Royalty Free Stock Images & Copyright Free Pictures · Pexels, https://www.pexels.com.

Parker, Brianna. “Home Depot SWOT 2024 | SWOT Analysis of Home Depot.” Business Strategy Hub, 26 January 2024, https://bstrategyhub.com/home-depot-swot-analysis/.

“Retail Media+.” The Home Depot, https://www. google.com/url?sa=i&url=https%3A%2F%2Fwww.homedepot.com%2Fc%2FRetail_Media_Advertising_Solutions&psig=AOvVaw0hPROLZ3woffzi0amZCd2Q&ust=1709654597176000&source=images&cd=vfe&opi=89978449&ved=0CBMQjRxqFwoTCOCTvOn92oQDFQAAAAAdAAAAABAm.

Shutterstock: Stock Images, Photos, Vectors, Video, and Music, https://www.shutterstock. com.

“The Home Is Where Our Story Begins.” The Home Depot, https://corporate.homedepot. com/page/home-where-our-story-begins.

“U.S. Census Bureau QuickFacts: Waukesha County, Wisconsin.” U.S. Census Bureau, https://www.census.gov/quickfacts/fact/table/ waukeshacountywisconsin/PST045222.

“Waukesha, WI Religion.” Best Places, https:// www.bestplaces.net/religion/city/wisconsin/ waukesha.