The challenge:

The world's largest home improvement specialty retailer looked to TMO to deliver a "street-smart," multi-year communications strategy that would support its entry into the greater New York marketplace.  The company wanted to leverage successive openings of its first New York-area stores to create lasting bonds with its new customers and neighbors.

The strategy:

TMO managed an ambitious and successful store-launch program for more than 50 openings throughout the metropolitan area.  Building out from this initiative, the agency helped drive traffic and sales through the visibility of merchandise, do-it-yourself projects, promotion of Home Depot staff expertise, how-to clinics, seasonal and holiday promotions, targeted collateral, and a range of human interest pitches.  TMO bolstered the effectiveness of this aggressive media relations initiative by working with community groups and local officials.  In addition to regional programming, TMO managed national launches and events.  We introduced the company’s national small store concept, and we devised and implemented the commemoration of Home Depot’s 1,000^th store at the New York Stock Exchange to showcase the company’s success with investors.

The results:

TMO's multi-tiered, "street-smart" strategy helped drive retail traffic by delivering consistent, positive coverage in such tier-one outlets as the New York Times, the Wall Street Journal, Newsweek, NBC TV, and national retail, business, women's, and house and home publications.  The agency delivered regular appearances on local network and cable news programs, and regular placements in regional dailies and community newspapers.  Our community relations programs positioned Home Depot as a valued regional corporate citizen.