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.
