The Homer Fund Campaign 2018 Campaign Ideas Insights

The Homer Fund Campaign 2018 Campaign Ideas

Insights § Listened to associates to get their personal views on what The Homer Fund means to them. § § § CCEA 2017 Regional/District Captains Associates on Warehouse § Resulting themes: § § § § 2 Orange-blooded We are here for each other, no matter what We do the right thing We take care of all who wear the orange apron Proud to support one another Focusing on supporting each other is rewarding We are family It’s the difference between working here (THD) or somewhere else Security in my life, knowing others have my back A helping hand in times of need The opportunity to give to those who need it The opportunity to be a part of something bigger than yourself Strengthens the moral fiber of our brand Where one person may not be impactful, all of us together can do great things

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APPROVED: “I Support The Homer Fund” We all need a helping hand from time to time – that’s just a part of life. At The Home Depot, we take pride in knowing we have 400, 000 hands ready to help us get back on our feet when the unexpected happens. That’s The Homer Fund in action. This sense of security, comradery and acceptance is the difference between working here or choosing to work at another company. Our choices matter, and we choose to support each other. And there’s more than one way we support each other through The Homer Fund. We give emotional support through a hug, a reassuring word, a commitment to “figure this thing out together. ” And we follow it up with action – real solutions to the problem through Direct and Matching Grants. We’re proud to be there for each other. I support The Homer Fund. Are you in? CTA: I support The Homer Fund. Are you in? #ISupport. THF 4

Campaign Messaging Structure 5 EDUCATE INFORM ACTIVATE Captain Kickoff Meetings: Infographics, Video & Social Media Content: All Associate Events: • 19 regional trainings for District/Regional Captains • Q 1 Conference Calls for all Captains • Tailored training for SSC Leader Captains • Visual grants information shared through Internal Comms channels & thd. co/Support. THF • Campaign Kickoff Video • Introduce @Homer. Fund and campaign hashtag on Twitter to engage associates • Three coordinated tentpole moments/ fundraising events during the campaign dates – in field and at the SSC • • • Feb. – Valentine’s Day kickoff March – March Madness (games) April – Final push (new hires, last efforts, captain’s choice)

EDUCATE JANUARY: § Q 1 Conference Calls for all Captains § The Homer Fund team will host conference calls for all field captains (stores, MET, DCs, Crown Bolt, Interline, contact centers, etc. ) focusing on: § Key messaging and donation processes for the campaign § Grant information awareness – how to best talk about The Homer Fund’s grants processes § SSC Training § The Homer Fund team will meet with the ELT Captains to introduce the campaign, goals, and SSC events FEBRUARY: § Field Captains Trainings § In partnership with the Team Depot Field team, The Homer Fund grants team will participate in the 19 regional training meetings beginning in February to educate District and Regional Captains on the basics and nuances of the Direct and Matching Grant programs 6

INFORM Associate Information hub: thd. co/Support. THF Create a new page on THDHomer. Fund. org to host simplified, digestible messaging for The Homer Fund – acts as a “playbook” for all associates. Designed to be informational and emotion-driven, to educate and encourage action simultaneously. § Grant infographics – showing the qualifications, process to apply, etc. § Social media resources – Campaign hashtag branded profile photos, badges, photos, etc. , that can be shared internally (Warehouse) and externally (Twitter) in support of The Homer Fund and the campaign § Launch @Homer. Fund handle on Twitter to engage with associates and share grant and campaign stories § The Homer Fund Video Series – new 2018 content (hurricanes, Dave’s story, SSC stories) and archive to select content from previous years Campaign Kickoff Video § Produce an emotionally-driven video to kickoff the campaign and introduce the campaign theme SSC Campaign Video Content § Produce 1 -2 video stories from associates at the SSC to bridge the gap between donating and understanding that SSC associates, too, can receive assistance 7

ACTIVATE: FIELD Tent-pole Moments: All-Associate Events Event #1 (Feb. 17) VALENTINE’S DAY 8 Event #2 (March 17) MARCH MADNESS Event #3 (April 14) SPRING TO THE FINISH LINE

ACTIVATE: FIELD § Three times during the campaign (launch, midway, final push), The Homer Fund will promote and encourage all stores to participate with the same fundraising theme on specific days § February 17 – Valentine’s Day (sweets, & treats and THDGear discount for Captains – 2/14) § March 17 – March Madness (games) § April 14 – Final push (new hires, last efforts, captain’s choice) *Selected dates are Saturdays – more associates in stores § Captains/associates are encouraged to participate in the All Associate Events, but it won’t be required to participate § All will be encouraged to share their events on Twitter and Warehouse using campaign hashtag and tagging @Homer. Fund 9

ACTIVATE: SSC § ELT Captains Training – January 2018 § Provide resources and training needed for Captains to establish and deliver against their executive’s campaign participation and engagement goals § Includes grant infographics, drafted donation emails, etc. § NEW: SSC-associate video content – Produce 1 -3 video stories that highlight associates at the SSC, with at least one of them being a salaried associate § NEW: SSC-wide Fundraising Events – The Homer Fund team will partner with Associate Comms and Nico’s Cafeteria to host three SSC-wide fundraising events in Café B – lunchtime § Ask of Nico – donate 5% of the day’s proceeds to The Homer Fund (normally he does one day, 15%) § Opportunity/push to sign up for payroll donations § February 16 – Valentine’s Day (sweets & treats) § March 16 – March Madness (games) § April 13 – Final push (new hires, last efforts, THF’s choice) 10

ACTIVATE: SSC § NEW: #ISupport. THF at the SSC § Create an #ISupport. THF badge/pennant flag for SSC associates – Associates who make a donation (one-time or payroll) can receive a 2018 campaign-designed badge/pennant flag at SSC-wide Fundraising Events and through Captains § ELT Lunches – Associates who increase their payroll donations or are newly enrolled will have a chance to be one of ten associates selected for a private lunch with their ELT leader ** Payroll donation increases and new enrollments can be automatically tracked through reporting ** § NEW: #ISupport. THF for The Homer Fund in Doings at the SSC – post a Homer Fund success story weekly – video or written content – from SSC (preferred) or field associates. Can include stories from associates who helped in the Command Center to show ways that SSC associate can further get involved § NEW: Warehouse SSC Group – Homer Fund Trivia polls – Ask one grants or THF history question per week in the SSC group for the chance to win a $20 Starbucks gift card 11

ACTIVATE: KITS & RECOGNITION VALENTINE’S DAY § Partnership with THDGear for Captain Recognition § Create and send out a Valentine’s Day card to all Community Captains to “thank in advance” for their hard work supporting The Homer Fund § Includes a 20% off promo code that can be used that day on all branded merchandise on THDGear. com THEMED FUNDRAISING KITS § Printed and digital collateral items to help Captains throw themed fundraisers, i. e. : § Valentine’s Day “locker-grams” § Photobooth props & backdrops § Larger than live games (digital assets to create games like Rubix cube and Jenga) § Party decorations like THF branded checkered flags (race to the finish) 12

Planning Timeline Pre-Campaign Planning Timeline 11/2712/1 PROJECT 12/412/8 12/1112/15 12/1812/22 12/2512/29 Update/Refresh Reporting Platform & One-time Donations Platfrom Create & Schedule Associate Comms Plan w/ business line partners Develop Campaign Resources: Campaign Playbook, graphics comms, digital resources, videos, etc. 2018 Captain Registration: Field and SSC ELT Captains (Year 2 of role) 13 1/81/12 1/151/19 1/221/26 1/292/2 Finalize 2018 Campaign Plan Captain’s Training & Resources: Field and SSC ELT Captains trainings, Digital and print resources distributed (SCK, DVD – Dave’s Story) 1/11/5 2/122/16 2/52/9

2018 The Homer Fund Campaign Planning Overview PROJECT JUNAUG SEPTOCT Update/Refresh Reporting Platform & One-time Donations Platfrom Finalize 2018 Campaign Plan Create & Schedule Associate Comms Plan w/ business line partners Develop Campaign Resources: Campaign Playbook, graphics comms, digital resources, videos, etc. 2018 Captain Registration: Field and SSC ELT Captains (Year 2 of role) Captain’s Training & Resources: Field and SSC ELT Captains trainings, Digital and print resources distributed (SCK, DVD – Dave’s Story) Campaign Launch: Introduce campaign hashtag, All-Store Event #1, Weekly Participation Reports & Captain Updates begin, Full Associate Communications push begins (includes all business lines); Intro campaigns for Interline and Compact Power begin, SSC Launch Sustain Momentum: Continue to push campaign hashtag, All. Store Event #2, Weekly Participation Reports & Captain Updates, Continue Associate Communications, Interline & Compact Power campaigns Campaign Final Push: Final pushes with emphasis on new spring hires, All-Store Event #3, Weekly Participation Reports & Captain Updates, Continue Associate Communications, Interline & Compact Power campaigns Final Campaign Results: Final participation reports, campaign division winners chosen/announced, captain campaign feedback surveys 14 2017 Campaign Division BBQs NOV DEC JAN FEB MAR APR MAY

Appendix: Thought-starters 15

Theme 1: “This is Orange” We bleed orange. At The Home Depot, that means we’re all in. All in to do the right thing, all in to give back to others, and all in to take care of our people. We pay things forward, we go out of our way to make someone smile on a bad day, and we’ve got each other’s backs. “Orange Blooded” comes to life most in The Homer Fund and it’s personal to us. We support our friends in the aisles and those we’ve never met across the company. We have a sense of pride in putting on our orange aprons and being a part of something bigger. Because if you live orange, we’re there for you. Orange is engrained in our values, and supporting each other through The Homer Fund is how we live it every day. Are you in? CTA: This is Orange. Are you in? #This. Is. Orange 16

Theme 2: “Giving Forward” The concept of giving back is at the core of our culture. We give back in our communities through volunteer service. We give back to our customers by sharing our DIY-know-how and product knowledge. And we give back to each other by supporting The Homer Fund so The Homer Fund can support us. But we don’t just give back, we also give forward to help other associates through our support of The Homer Fund. We know our dollars go far to make a difference for someone who’s in need. We understand we may never use The Homer Fund personally. But we choose to be there for those who do need it, and because “you never know when it may be me. ” We consider it our privilege to give forward to something bigger than we are. CTA: #Giving. Forward, #Giving. Orange 17

Theme 4: “ALL IN” We bleed orange. At The Home Depot, that means we’re all in. All in to do the right thing, all in to give back to others, and all in to take care of our people. The concept of being “orange-blooded” comes to life most in The Homer Fund. It’s personal to us, and it’s at the core of our culture. It’s us giving back in our communities through volunteer service. It’s us giving back to our customers by sharing our DIY-know-how and product knowledge. And it’s us supporting The Homer Fund so The Homer Fund can support us. But we don’t just give back, we also give forward to help other associates through our support of The Homer Fund. We know our dollars go far to make a difference for someone who’s in need. We understand we may never use The Homer Fund personally. But we choose to be there for those who do need it, and because “you never know when it may be me. ” We consider it our privilege to give forward and to be part of something bigger than we are. CTA: Are you #ALLIN? Ex: “We’re #ALLIN to take care of our people” or “We’re #ALLIN for The Homer Fund at Store 1234” 18

Theme 5: “Stronger Together” At The Home Depot, we’re as diverse as they come. We have college students, DIY pros, single moms and retired seniors. We have associates who have worked 30+ years with the company and others who are brand new. We come from many different walks of life, and we celebrate that with each other. This diversity is what makes us unique as individuals and a company, but it’s also what brings us together as one big family. If you work for The Home Depot, we’re here for you, and we can do anything we set our minds to. We take care of our own and we give back to those who need our help. We choose to do the right thing in every situation. The Homer Fund is one of the strongest ways we show each other that we’re committed to “going through this together. ” Any one of us can run into a situation that we can’t figure out by ourselves, but with the help of our fellow associates and The Homer Fund, we can figure it out, and we’ll be okay. We’re stronger together. CTA: We’re #Stronger. Together 19