Home Depot to Advertise in USPS' MoverSource Program

Share this article:
The Home Depot has signed on to become the home improvement retail advertiser in the MoverSource program, bumping out rival Lowe's from a coupon offering through an alliance between the U.S. Postal Service and marketing services company Imagitas Inc.


The three-year agreement, which was signed last month, takes effect in January.


Materials for the MoverSource program were created by The Home Depot's direct response agency of record, DDB Chicago.


According to the agency, the program is part of a larger campaign targeting new movers. Last month, Home Depot launched homedepotmoving.com, which guides users through the moving process. The site was created by DDB Chicago's interactive division, Tribal DDB Chicago.


The MoverSource program makes the change-of-address and notification process easier for consumers and businesses. It includes the Mover's Guide, which contains USPS change-of-address materials and coupons from participating sponsors in a 6-by-9-inch envelope that is available at all 38,000 post offices. It also includes the MoversGuide Online, the official online change-of-address form, which allows consumers to change their addresses for a $1 fee as well as print online coupons. IT also includes the Welcome Kit, a moving information package automatically sent to movers when they arrive at their new homes.


The Home Depot, Atlanta, will offer coupons in both the Mover's Guide and Welcome Kit starting in January. Consumers also will be able to download coupons from www.usps.com/moversguide. The site will allow consumers to link to www.homedepotmoving.com.


To protect customer privacy, the USPS does not provide customer information or addresses to MoverSource advertisers.


According to research conducted by Home Depot, movers who complete "whole house" projects spend an average of $5,370 on home improvement projects. Kitchens and bathrooms are rooms recent movers focus on most often, and paint is the most commonly purchased product.


Homedepotmoving.com includes tips on buying and selling a home as well as planning a move. Consumers also can register to receive special incentive offers and e-mail reminders that include specific instructions customized to reflect the user's move cycle.


Users receive weekly e-mail reminders letting them know that it is time to complete a USPS change of address form, assemble a sufficient supply of packing materials and confirm new bank accounts.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Direct Mail

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Direct Mail

Delivered: Birthday Deals Mailers

Delivered: Birthday Deals Mailers

What's in our mailbox this month: Birthday Deals. See which ones are good deals—and which ones you shouldn't deal with.

USPS Commissions Brain Research on Direct Mail

USPS Commissions Brain Research on Direct Mail

The Office of the Inspector General seeks neuroscientists to investigate human responses to digital and physical media.

Direct Mail Remains Impactful

Direct Mail Remains Impactful

Even in this prolific digital age, direct mail proves to be a strong tool for marketers. Standard mail volume is growing at 3% and marketers will spend $45 billion on ...