1. Home Depot: Green
Homes for the Homeless
Joseph Solomon
Kaitlin Moore
Tracey Clifton
Robert Gilman
PUR 3000

2. Campaign Mission
 When customers purchase
products at Home Depot, a
portion of the profit will go
towards the building of eco-
friendly homes for the
homeless

3. 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.

4. Homelessness
 The nation’s homeless population is
increasing
 From 2008 to 2009, there was a three
percent increase in the homeless
population
 There has been a rise in housing
foreclosures
 From 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.

5. 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 conscioushelps the
company business and profit in the long
run.

6. Targeted Publics
 Core Home Depot customers
 Environmentally conscious
customers
 Socially responsible customers

7. Objectives
 To 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

8. Strategies
 Overall 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

9. Tactics
 Tactic 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

10. Tactics
 Tactic 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.

11. Tactics
 Tactic 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.

12. Evaluation
 Once 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.

13. 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/full
_list/