Secure Media Coverage for The Home Depot in Florida for its Community Outreach Partnership with KaBOOM!
Objective:
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Increase awareness of The Home Depot as a leader in social responsibility and its long commitment to volunteerism in the state of Florida by focusing on its involvement in various community programs, particularly KaBOOM!, a national nonprofit organization that envisions a great place to play within walking distance of every child in America.
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Seek media awareness and coverage for Team Depot, a store associate volunteer program, and The Home Depot for its active role in providing the building materials and labor for constructing playgrounds with KaBOOM!. Together, Home Depot, with its Team Depot, and KaBOOM! volunteers, build new playgrounds and renovate existing play spaces in one day, starting at 8 a.m. and finishing by the end of the day.
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Build awareness and a reputation for The Home Depot as a company that cares about the community in which it has established a presence. In addition, highlight the knowledgeable, hardworking and caring side of Team Depot, the employees who volunteer at KaBOOM! events, building a playground for a needy neighborhood.
Approach:
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Work closely with the organizers of KaBOOM! and with The Home Depot store and Team Depot volunteers involved in each KaBOOM! project to produce press releases and media alerts, along with key details of the need the community has for a particular play space.
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Pitch media, particularly community newspapers and local TV stations, on each KaBOOM! project, emphasizing the labor and time involved in building these playgrounds in one day with volunteers and materials from The Home Depot.
Results:
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Secure great media results in various Florida markets with stories in local newspapers, most stories will carry a photo of Home Depot volunteers building a playground for a needy neighborhood. Pictures say more than words and showing The Home Depot at work is priceless.
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Establish The Home Depot as a community partner, not only in the eyes of the community, but for the media as well, so much so that Home Depot stores across Florida are approached by community organizations for help, knowing that Home Depot can and will assist if possible.
