Mobilizing Store Managers in Grassroots Advocacy
Client: The Home Depot
Category: New Category | 700c. Write your own category on entry form | Strategic Communications: Employee Advocacy
About Project
The Home Depot (THD)'s annual Store Manager Meeting is a high-profile event, bringing over 10,000 employees together from across the country for a maximum-impact experience. For the Government Relations (GR) team, this event serves as a pivotal touchpoint to engage with the company’s most energized and influential employee base—its store managers.
With 2024 being an election year, NJI built a “Get Out the Vote” themed booth that engaged 1,500+ store managers. We designed fabric towers, backdrops, tablecloths, and custom ping-pong ball pedestals in the Get Out the Vote sub-brand. We also ran a mock election for President of the "United Stores of The Home Depot".
The booth encouraged participants to scan a QR code to confirm their voter registration status. After completing this task, they received a ping pong ball to vote for one of three division presidents in the mock campaign. The ping pong balls gave a visual representation to which candidate was winning.
This activation not only sparked excitement about the election but also promoted grassroots advocacy and fostered a strong sense of civic duty among employees. Additionally, it deepened the GR team’s connection with key employees in a meaningful and memorable way.
