THE HOME DEPOT
RETOOL YOUR SCHOOL
Although The Home Depot’s (THD) values include respect for all people, giving back and doing the right thing, THD suffered from a decline in perception due to lack of community involvement with black homeowners. Black heads of household take notice of brands that invest in the pillars of their communities because they depend on these institutions for stability and opportunity.
To cement The Home Depot’s commitment to black communities, UWG developed the “Retool Your School” program, an authentic way to invest in and improve Historically Black Colleges and Universities (HBCUs) campuses—which are typically overlooked for funding—to elevate students’ educational experiences and opportunities. The program was designed to provide HBCUs with campus improvement grants and demonstrate a corporate commitment to the community in a meaningful way that directly aligns with the brand.
On its 10th anniversary, RYS is still giving back to HBCUs what they’ve so generously given the African American community: a strong foundation, renewed purpose, distinctive character — and pride.
U.S. HISTORY WOULD BE DIFFERENT
HBCUs were built to give African Americans the opportunities white institutions wouldn’t. Without HBCUs alumni like Martin Luther King, Jr., Katherine Johnson, or Thurgood Marshall the United States wouldn’t be the same. In a time of continued systematic racism, HBCUs still stand as havens for black students not only to learn, but also to be seen, be heard and belong.
HBCUs excel at serving the specific needs of black students. HBCUs educate over 300,000 black college students each year. However, many have crumbling infrastructure and need urgent repair to remain viable and competitive.
MEASURE OF SUCCESS
Since the inception of the program, RYS has made invaluable contributions to HBCUs, delivering over $200 million in value to the community and empowering new generations of students to be inspired by predecessors they can relate to.
THD is the share of “home improvement wallet” leader (30%) among black homeowners
- Over $2 million in grants
- Over 87% of HBCUs have received a THD grant to date
- 4,418 hours of campus sweat equity were spent with Home Depot volunteers and students
Overall, the program impressions went up by 50% (YOY 2018 vs. 2017), and over 200MM votes were cast via social media platforms. Lastly, the campaign was recognized by the Obama administration as an initiative on HBCUs