The document provides a plan for internal communications with store managers for a conference in 2017-2018. It aims to increase application adoption rates and in-app engagement. The plan includes creating relevant content for store managers and measuring engagement. It recommends launching the conference application earlier, pairing push notifications with calls to action, and using an in-app reward system. It also recommends focus groups, in-app polling, and surveys to gather feedback and guide content delivery. The overall goal is to make the conference application the main communication hub and drive advocacy.

1. STORE MANGERS CONFERENCE:
INTERNAL COMMS – PLANNING APPROACH
2017 - 2018

2. Strategic Components Guiding Us
Sharpen User Journey
And Deliver Relevant
Information With A
Required Call To Action
Increase Application Adoption Rate by 46%
In – App Engagement Rate by 4 -5% (daily)KPI’s
Account For Content That Inspires For
An Engagement Connection
Application Adoption Rate,
And Strengthen
Engagement (Views), And
Help Choice Based On
Past Activities
OWN
Social Value
CREATE
Content For Store Managers
LISTEN
And Measure
Strategic Components
1 2 3

3. STATE OF THE BUSINESS
Application
• Adoption of the application averaged at 46% in the days leading into store manager’s conference
• With the majority of it’s participants logging into the app the day of the conference itself
• Decreasing the lead time of the app’s launch for 2018, will create a further sense of urgency in the days leading up to the conference
• Proposed KPI based on a averaged adoption rate from the application launch of the conference a year prior
Content
• Post show analysis conveys the importance of connecting the right content to employees in the days leading up tot the conference
• Push notifications highlighted the importance of messaging being directly connected to a needed action or new piece of content
• Paired with a reward based system for engaging with the app’s content, a recommended soft launch is recommended
Business Review
Objective
• Increase first initial adoption rate by 46% within first three days of launch
days of launch
• Create a content ecosystem for the conference where store managers can access relevant conference information
• Create an official communication hub with Home Depot ’s conference application as the focal point.
Channels & Assets
• Mobile App /Online Video
• Mobile App /Online Video
• Content Partnerships
• Influencers
• Mobile App /Online Video
• Content Partnerships
• Influencers
Communications
Approach • Connection with engagement opportunities +
reward system
• Build community (of store managers) with
driving advocacy
• Capitalize on innovation pushing application
features (in superiority to other social platforms
that may distract from TOA)
• Capitalize on content partnership + innovation
• Connection with PK demo
• opportunities + promotions of relevant (Home
Depot ) brands for the following year
• Build community driving advocacy during the
conference, and discover new opportunities for
engagement thereafter
• Connection with innovative opportunities
• Build community driving further advocacy there after
the event
• Capitalize on content (partnerships – thereafter)
COMMUNICATIONS STRATGEY
Conference
Phase 3
Conference
Phase 2
Pre- Conference
Phase 1
OWN Social Value1

4. OWNED:
Conference Application, My
Apron Product Walk Through,
Chalk Talk
EARNED:
Mentions, Two Way – WOM,
(Video) Views, Application
Adoption
CO-CREATED CONTENT:
Leadership Team Welcome
Videos, Product Innovations,
Conference Main Stage Content
& Speeches, The Council –
Focus Group(s)
Contextual, timely
& relevant (data)
Devices
CONTENT
Ecosystem: How The Comms Plan will Come to Life
SHARED:
SM, Influencer Baseline
Programme, Conference Photos,
Videos, Thought Leadership
Store ManagersLeadership Team
Pre During
Pre During
Pre During Post
During Post
OWN Social Value1

5. Turning Conference Phases Into Pillars
PRODUCT CENTRIC
Topics fall under the Conference Application
ContentPillarsContentTopics
Welcome
Videos
Focus Group
2017
Conference
Highlights
(Top 10)
PRE – CONFERENCE
Application
Reward
System Influencer
Programme
Mainstage
Content
Chalk Talk
CONFERENCE POST – CONFERENCE
Product Walk
Through
Product Walk
Tutorials
Influencer
Programme
Desktop
Version of
Application
(TBD)
***Pillars enable us to measure the impact content has made, and determine which
phase had a stronger engagement rate
CREATE Content For Store Managers2

6. § Current Channels
§ myApron – PK Demo Videos
§ Warehouse – SM Connect Group
§ SMM Mobile App
§ Product Walk
§ General Session
§ Leadership Videos
§ Other channel possibilities
§ Recommended –
1. Desktop Version of Mobile App – Provides stronger user journey, and allows for MTS flexibility for SM’s prior to conference
2. Influencer Program – Allows for an personal POV, and enables a two-way conversation for SM’s to be spoken with, and not at
3. SM Council Group – Needed provision of feedback to see what messages, and overall content delivery was impactful from the
year prior
4. In-App Reward System – Enables engagement of the application, and online behaviors – so that the app is TOM
5. In-App Discussion Board – Encourages engagement, and a two way- conversation between peers, and allows for data collection
6. In-App Pulse (Passive Polling) – Allows for real-time engagement during conference, and re-positions the app as a content hub
7. 2017 SMM Highlights – Allows for in-app activity to be purposeful prior to the conference, so that push alerts are tied to a
meaningful call to action
6
Channels for Content
CREATE Content For Store Managers2

7. Observation: Recommendations:
Q & A Page:
• A simple and short form action that enables a
two-way conversation with store managers
• We can post questions that requite one open-
ended response per participant
• Access to the Home Depot’s Monthly Council
Meetings will be needed
• They will initially asked to take part in a
discussion or survey that will pose as a two-way
conversation on how the application hub has
served as focal point for event information, and
talking points they’d like to cover during the
conference itself
What’s Needed:
• Store managers should be encouraged to have a
have a safe space to share their thoughts, so that
stronger content is served during key timings
during the conference
Pulse Surveys:
• Posted on the intranet or an employee app, they
make it easy for employees to anonymously
respond to questions
• One-question surveys provides Home Depot wit
an opportunity to react quickly to events or major
change and to feel out general trends or
attitudes.
Store Manager Focus Group Focus
Group
PRE – CONFERENCE
Wins:
ü Provides a great way for store managers to have provided
feedback prior to the 2018 conference
ü Improve targeting via reporting qualitatively and
quantitatively
Opportunities:
ü Focus on planned spontaneity and content alignment
ü Explore new video formats and innovations
30% 20% 50%
production distribution conversion

8. 8
SM Council Group – Virtual Voices
Overview
§ The virtual voice will be set-up as a creative outlet for managers to have a two-way conversation with event organizers, and Home
Depot’s greater leadership team on what was impactful from the year prior.
§ Enable store managers to have a safe space to share their thoughts on the year prior’s in-app experience, SMM conference experience,
ad overall content delivery.
§ The recommendation for this group is to conduct primary research on three levels, with a controlled qualitative approach via a focus group
prior to the meeting, in-app polling during the meeting itself, and a pulse survey thereafter.
Steps
§ The recommendation for this group is to conduct primary research on three levels, with a controlled qualitative approach via a focus group
prior to the meeting, in-app polling during the meeting itself, and a pulse survey thereafter.
§ The initial call for participants can be done via Home Depot’s Warehouse page, with a call for manager’s to join an exclusive focus group
to provide their opinions for the upcoming SMM
§ Ideally in person, a focus group can still be conducted virtually, given participants are within a quiet and focused environment to
participate via a Gchat or Skype group
A recommended three group approach of five people within each is the ideal (at minimum)
§ This allows for results not to be skewed, and allows for a balanced deciding factor (group), if the first two groups have alternative opinions
Support
§ Technical administration support prior for access to the My Ware House
§ 5 – 10 mins during the monthly SM council meeting, so that we may introduce the initiative the council, and collect participants
§ If they are 15 – 30 SM’s that the comms leadership team think may be useful as a running start
§ Aligned questions and admin access needed for approvals
CREATE Content For Store Managers2

9. 9
In-App Pulse (Polling)
In-App Pulse (Polling)
Overview
§ Pre-designed questions should be inserted into mainstage content. In which, said presenter(s) would ask live questions, that have already
been pre-designed onto the application
Steps
Polling:
§ The allows for the audience to connect back to the application as a central hub of information for the SM- meeting, and generates
engagement during what is a large content heavy event
§ This would also be useful during the PK Demos and panel discussions as way of collecting instant feedback with the SM’s as your
industry experts
§ A tactic such as this allows information to be collected during sessions, and can utilize feedback to to improve real time delivery
§ It also helps guide the direction of the talk and choose the next topic so they feel like they’re part of the conversation and can appreciate
the relevancy of your speakers’ talks
Pulse Survey:
§ Posted on the intranet or an employee app, they make it easy for employees to anonymously respond to questions
§ One-question surveys provides Home Depot wit an opportunity to react quickly to events or major change and to feel out general trends
or attitudes
Support
§ Technical administration support prior for access to SM- Meeting
§ Aligned questions, speech inserts and admin access needed for approvals during SM- meeting
CREATE Content For Store Managers2

10. Video
1Observation:
• Three part video series that showcase that sets the
tone if voice for what’s to come
• Videos will have a very clear call to action(s) on how to
use the application both before, during, and after the
conference
Recommendation:
• Last year’s video, provided a great way to welcome
both store managers to the upcoming conference, as
well re-launch the application.
• However, Part of making the conference application the
(content) hub, is serving information that is purposeful,
as well as digestible
Collaborating With Leadership To Deliver A Message
Craig Menear
Chairman, CEO and President
Key Message: Thank you, welcome, see you soon – all
tied into the overall theme or message for the show.
Approach: Craig opens and welcomes attendees, cut to
quick clips of key moments from past year (March 2017
– until March 2018), close with SVPs saying, “See you in
Vegas!”
Duration: 30 to 60 seconds Voice: Craig Menear & SVPs
Timing: Launch with app on 3/5 – reminder push on 3/7,
lives under XX tab
Ted Decker
EVP, Merchandising
Key Message: How to navigate the app for 2018 and show
highlights from 2017
Approach: Intro with voiceover – talking through how to
navigate through the app
Duration: 60 to 90 seconds
Voice: Ted Decker
Timing: Launch with app on 3/5 – reminder push on 3/7,
lives under XX tab
Ann- Marie
EVP, USA Stores
Key Message: State theme for 2018, reiterate welcome
Approach: Fun way of revealing the theme (think gender
reveal)
Duration: 30 seconds or less
Voice: Ann-Marie Campbell
Timing: Posted on 3/12, push notification on 3/13 with
Craig and Ann-Marie’s name
Video
2
Video
3
Welcome
Video
PRE – CONFERENCE
What’s Needed
Wins:
ü Sets tone of what’s to come, and places leadership team of
at the forefront
ü Further ensures adoption rate of application
Opportunities:
ü Enables store managers to become me excited for what’s
to come
ü Re-establishes the application for the 2018 year
conference
40% 40% 20%
production distribution conversion
• Two – Three round draft periods are recommended to
serve through (content) scripts to chosen leads
• ½ day of production to capture
Budget $$
?TBD

11. Wins:
ü Makes learning educating yet fun - by gamifying the
application
Opportunities:
ü Allows for distinct and meaningful interactions prior to
the conference50% 30% 20%
production distribution conversion
+50
Recommendations:
• In the days leading up to the conference, store managers
will be served a (small series) of push alerts notifying them
of relevant content, videos, and scheduling
• Store Managers will +50 points for checking into the
application (when there is an alert)
• We will reward +100 points each time a store manager
views (to completion) a piece of content
• +200 for every time they engaged, whether it be a like
comment or share
Observation:
What’s Needed:
Rewarding Adoption via Participation Reward
System
PRE – CONFERENCE
• Production time line from digital partners, and approval of
allocated funds
• Initial buy-in(s) from store managers council, and window
of lead time for a soft launch to test out new features
• Log-ins should be to be encouraged, however, the -
comparison of time needs be heavily kept in mind, a
there needs to be something in it for the store
manager’s participation prior to the conference
Budget $$
?TBD

12. Wins:
ü Makes learning educating yet fun - by gamifying the application
ü Using the application becomes more purposeful, with an
acquired call to action in mind
Opportunities:
ü Push alerts that encourage store managers to use the
application should be strategically tied to pieces of content
20% 10% 70%
production distribution conversion
Recommendations:Observation:
What’s Needed:
Rewarding Adoption via Participation Reward
System
PRE – CONFERENCE
• Approval of Content Approach
• As the pre-phase may have low sustainability, a
recommendation of placing the conference highlights
from the year prior’s (i.e. top 10 content & conference
highlights) is recommended
Budget $$
?TBD
1
2
3
• Similar to YouTube, SM’s will be served short form videos,
with the suggestion of viewing other content thereafter
• This will serve meaningful at later stages, as content is
brought onto the app during the conference, and there after

13. Distribution & Amplification (priority order):
• Include in custom content
• Post on Conference App
50% 30% 20%
production distribution conversion
Timeline
• 12 weeks lead time
• 3 weeks production
• Includes social deadlines
Mix SM Ambassadors +
Niche Talent To Drive Further Usage
Top Tier Talent For Scale & Favorability
Omni-channel Content | Go Beyond Digital Always Distribute & Amplify Content
What’s Needed
Build Reach & Views Via Influencer Content
pinterest.com/egojkic/
https://goo.gl/unuAPS
https://www.facebook.com/Elvis-Gojkic
inkedin.com/in/elvis-gojkic
twitter.com/elvisgojkicthd
https://goo.gl/vtnZRbElvis Gojkic
General Manager
Allentown, PA
Baseline
Programme
PRE – CONFERENCE
• Home Depot can invite influencers from different stores, who have become champions of given product genres
• Although Home Depot’s influencer list will consist of influencers who living within North America
• Those who have an international presence (and therefore reside from other parts of the world i.e. Canada and Mexico)
• These choices will be profiled socially, and sent through for approval(s)
Sample
Store
Manger
Profile
Observation
Recommendations:

14. 14
Influencer Program
Influencer Program
Overview
§ Home Depot can invite influencers from different genres or product expertise to capture their journey upon arrival and during the
conference
§ A tailored a agenda is recommended for selected influencers so that they can capture as much content as possible, and provide a
unique POV of the conference
Steps (Please see notes)
§ Choose via profiling (discuss criteria)
§ Engage
§ If willing, assign deliverables
§ Support influencer throughout process
§ Track influence via analytics
Support Needed
§ Assist with final selection of candidates
§ Assist with communication
§ Oversee onsite deliverables
§ Support influencer onsite
CREATE Content For Store Managers2

15. 2018 SMM Mobile App Timeline
JULY
7/1:
AUGUST
8/1:
SEPTEMBER
9/1:
OCTOBER
10/17: Stacey Tank Meeting – Present Execution Plan
10/24: Monthly Mobile App Meeting
10/31: Decide Which Steps To Implement
NOVEMBER
11/1: Campaign for SMs (5) to be in Focus Groups (3)
11/1: Influencer Program -Profiling Begins via THD
11/9: SVP Meeting – Review Templates
11/10: Mid-Stream Captain’s Meeting – Distribute Templates
11/15: SM Focus Group - Conduct
11/17: Review & Identify Content from 2017
11/28: Monthly Mobile App Meeting
DECEMBER
12/1: Content Due from Merchants Teams
12/4: Influencer Program – Candidates Identified via THD
12/12: SVP Meeting – Review Content
12/12: Monthly Mobile App Meeting
12/15: SM Focus Group - Conduct
12/15: Influencer Program – Email Candidates (THD)
JANUARY
1/15: SM Focus Group – Review Results
1/24: Monthly Mobile App Meeting
1/26: Influencer Program – Review Results via THD
FEBRUARY
2/1: SM Focus Group – Implement, if possible
2/7: Influencer Program – Announce Criteria
2/20: Monthly Mobile App Meeting
2/27: Adjust 2017 Content Prior to Launch
MARCH
3/2: Influencer Program – Check-In
3/5: Launch App & Desktop Site
3/13: Influencer Program – Check-In
3/14: SHOW DAY (Upload PK Demo/Show Content)
3/15: SHOW DAY (Upload PK Demo/Show Content)
APRIL
4/1: SM Focus Group – Post-Con
47: Influencer Program – Post- Con
4/17: PK Demo Videos
MAY
2/1: SM Focus Group – Implement, if possible
June
6/1:
LISTEN And Measure3

16. 16
E
Fundamental planning considerations
PD
1 2 3 4
E
Audience Verification
Viewability
Frequency
Adoption Rate %
Views
Click-Thru Rates
Completion Rates
Social Actions
Content Recall
& Perceptions
Sentiment &
Behaviors
ENGAGEMENTSDELIVERY
EQUITY PASSION
Pre During Post Post
We will measure our campaign using the DEEP method of KPI setting
Understanding How Performance Will Be Measured
LISTEN And Measure3

17. Thank You!