The Home Depot

Excellence in ENERGY STAR Promotion
The Home Depot
Atlanta, Georgia

With more than 2,200 retail stores in all 50 states, The Home Depot is the world's largest home improvement specialty retailer. The company is being recognized for its ENERGY STAR promotional efforts throughout the year, culminating in the ENERGY STAR Change a Light, Change the World Campaign. These promotions coincided with Home Depot's launch of the Eco Options program, which allows Home Depot to emphasize the environmental benefits of energy efficiency by establishing ENERGY STAR as a pillar of the program. Key promotional achievements included:

  • Launching Eco Options on Earth Day with an ENERGY STAR qualified CFL advertisement in national newspapers.
  • Promoting "Seal and Insulate with ENERGY STAR" in its stores with signage, end caps, overhead announcements, and an Energy Guide brochure.
  • Participating in the ENERGY STAR Change a Light, Change the World Campaign by co-sponsoring a promotion with TCP and Georgia Power at a Falcons game in the Georgia Dome.
  • Garnering more than 100,000 ENERGY STAR Change a Light pledges and giving away 1 million CFLs.

Home Depot also supported promotional efforts with increased customer incentives and rebates on ENERGY STAR products, comprehensive sales associate training, and increased environmental messaging under the Eco Options umbrella, including:

  • Educating nearly 200,000 sales associates through multiple vehicles, including Rapid Web-based modules and Product Knowledge Guides.
  • Featuring in-store signage and displays to support the Earth Day, Seal and Insulate with ENERGY STAR, and ENERGY STAR Change a Light Campaign promotions.
  • Publishing three issues of the Energy Guide featuring ENERGY STAR promotions, general educational information, qualified products, logos, and messaging in newspaper tabs.
  • Running television and radio spots incorporating ENERGY STAR.
  • Sponsoring several events highlighting ENERGY STAR, including the Earth Day 2007 campaign, World Environment Day, the X-Games, and the Duke Smart Home: Energy Efficiency Workshop.