| SUCCESS STORY |
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- THE CHALLENGE
- Generate community support and positive publicity for Home Depot store openings in Vermont, New Hampshire, New York, and Massachusetts.
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- THE STRATEGY
- 1. Meet with key print and electronic media members to explain Home Depot’s undeniable benefits:
— •Jobs with excellent pay, benefits, and advancement
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•Increased local and state tax revenues
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•Major charitable contributions
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•Support for community enhancement projects
2. Defuse fear that Home Depot would undermine local businesses
3. Organize grassroots groups to support Home Depot.
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- THE RESULT
- Successful store openings and launches in Williston, Rutland, and Brattleboro, Vermont; Keene, New Hampshire; Greenfield, Massachusetts; Glens Falls, New York.
Positive newspaper and television reports in Burlington Free Press, Burlington television stations, Rutland Herald, Greenfield Recorder, Brattleboro Reformer, Glens Falls Courier, and other sources.
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- THE TESTIMONIAL
- “Gillen Tabor Communications, Inc. is an enormous strategic resource for The Home Depot. The company has been highly effective representing Home Depot's positions on new store development and environmental leadership, as well as driving sales and building our brand. Jim Tabor is a responsive and enlightening counselor, particularly on issues specific to the New England market.”
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John Simley
Public Relations Manager
The Home Depot
Atlanta, Georgia
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