WHAT IS THE BUSINESS CHALLENGE OR OBJECTIVE?
The Home Depot is re-launching online workshop registration through our website. With this re-vamped functionality, we will be able to track workshop registrants and get metrics about attendance from our stores. This will help our overall workshop program in order to ensure that they are being well executed in-store as stores will now know how many people to expect. Our goal is to increase online workshop sign up registration by 25% across Canada including Quebec.
WHO ARE WE TALKING TO? WHO IS THE TARGET AUDIENCE?
Target audience is DIY male and female aged 25-54 who own their own home or condo.
ARE THERE ANY CATEGORY, PRODUCT OR CONSUMER INSIGHTS?
Homeowners want the satisfaction of completing their own projects and home improvements. Newer generations don't have the same want or need to do the project but would rather just see the end result. They need additional help with projects and are less experience with tools and trades.
WHAT IS THE ONE MAIN MESSAGE FOR THIS COMMUNICATION?
The Home Depot Workshops. The best tool in your tool box.
WHAT ARE THE REASONS TO BELIEVE?
The Home Depot is a source for free hands-on home improvement know-how and product knowledge for our customers. With online know-how content as well as in-store expertise, The Home Depot has the authority to provide ALL the know-how help.
WHAT ARE THE MANDATORIES (OR MEDIA CONSIDERATIONS)?
Experiential ideas are intended to drive sign up to our on-site workshops. Must be executable in both French and English and adhere to our brand guidelines.