The world's largest home improvement specialty retailer - already well-established throughout the country - faced a challenge in their attempt to break into the tri-state area marketplace. With growing concerns over the store's affect on smaller neighborhood stores, Home Depot was in need of a communications strategy that would support its entry into greater New York and forge lasting bonds with its new customers and neighbors.
Marino worked directly with community groups and elected officials on an ambitious and successful store-launch program for more than 50 openings throughout the metropolitan area.
Building out from this initiative, Marino helped drive traffic and sales to these stores 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.
In addition to regional programming, Marino managed national launches and events. We introduced the company’s national small store concept, and devised and implemented the commemoration of Home Depot’s 1,000th store at the New York Stock Exchange to showcase the company’s success with investors.
Marino 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, positioning Home Depot as a valued regional corporate citizen and the "only" choice for home improvement needs.