Situation: HBCUs face significant underfunding, challenging administrators in maintaining quality education and infrastructure.

Brief: The Home Depot's Retool Your School (RYS) program is a long-standing initiative supporting HBCUs, which provide quality education and opportunities for Black students. RYS provides grants for campus improvement projects like renovations, technology upgrades, and sustainability initiatives. This campaign aims to raise awareness of the program and highlight the exceptional work of HBCU administrators.

Objectives:

• Financial support: Provide HBCUs with funds for campus improvements.

• Empower administrators: Recognize and empower administrators for their leadership and dedication to their institutions and communities.

• Long-term impact: Catalyze sustainable improvements at HBCUs to enhance academic experience and continued growth.

• Community engagement: Foster community involvement and support for HBCUs through stakeholder collaboration.

The campaign addresses HBCUs' underfunding challenges by providing financial support, empowering administrators, enabling long-term improvements, and engaging the community to support these vital institutions.

The RYS Awards Celebration honored HBCU excellence through an immersive "Homecoming" experience, capturing alumni's rich tradition of reveling in school spirit during celebratory football weekends. Held at Atlanta's Mercedes-Benz Stadium, home of the NFL's Falcons, the venue transported guests to a vibrant campus atmosphere. Enhancing authenticity, a dynamic HBCU alumni duo served as host and DJ, while guests enjoyed tailgate fare like barbecue and soul food. Capturing homecoming's cultural significance for alumni reunions, attendees proudly donned HBCU attire as in-arena displays congratulated celebrated institutions. Mayor Andre Dickens welcomed the crowd to Atlanta.

The centerpiece was presenting $2 million in grants to 36 HBCUs and honoring three administrators as the inaugural Legacy Honoree class, recognizing their multi-year impact, community building, and program legacy. Interactive photo ops encouraged sharing HBCU pride, immersing guests in this cherished tradition while honoring extraordinary achievements.

Data gathering involved extensive research on HBCU underfunding, analyzing the funding gap between HBCUs and predominantly white institutions (PWIs). Surveys with administrators provided insights into priorities, needs, and the impact of campus improvement grants.

The target audience was HBCU administrators, including presidents, vice presidents, deans, and facilities managers — decision-makers driving positive change and leading improvement initiatives on campuses.

A multi-channel approach leveraged email and webinar communications directly with administrators. Personalized emails introduced the RYS (Retool Your School) program, highlighting success stories and the potential impact of its grants. Informative webinars provided detailed RYS program information, application guidance, and Q&A opportunities.

The call to action encouraged HBCU administrators to apply for RYS grants, emphasizing the potential to transform campuses and enhance the student experience. Clear deadlines, application requirements, and the opportunity to attend the prestigious RYS Awards Celebration to showcase achievements and inspire others were communicated.

Implementation: A multi-channel approach engaged administrators through personalized emails and webinars. The campaign culminated in the Awards Celebration — an immersive "Homecoming" experience at Atlanta's Mercedes-Benz Stadium.

Timeline: Outreach began six months prior, allowing time for grant applications and event planning.

Placement: Communications targeted HBCU networks and partners nationwide.

Scale: With over 100 accredited HBCUs, the campaign had a national reach.

The Celebration featured a keynote speech by Atlanta Mayor Andre Dickens commending HBCU administrators. The highlight was the announcement of $2 million in grants awarded to 36 HBCUs for campus improvement projects. Video packages spotlighted award recipients' exceptional work funded by previous grants. Interactive photo opportunities and nostalgic activations encouraged sharing HBCU pride.

Business Impact: $2 million in grants awarded to 36 HBCUs for campus upgrades, strengthening The Home Depot's brand reputation and community goodwill within the communities it serves.

Response Rate: The prestigious Awards Celebration drew over 260 HBCU administrators, leaders, and elected officials.

Change in Behavior: A record-breaking 13.3 million votes were cast through social media and the RYS website, a 33% year-over-year increase with 243k votes on the first day alone, driven by administrators mobilizing HBCU alumni and fans. In 2023, 64% of all HBCUs participated in the RYS program, with 56% receiving funding, demonstrating increased engagement and support.

Brand Perception: 43% of all HBCU students will benefit from enhanced learning environments, bolstering The Home Depot's reputation as a dedicated supporter.

The campaign provided substantial financial support, drove record-breaking participation, and improved brand perception, underscoring its remarkable positive impact on business success and community ties.