stacy sanford.

THE HOME DEPOT / WORKSHOPS

60% more
registrations.

I led an end-to-end overhaul of The Home Depot Workshops, connecting store delivery, internal communication, and customer registration.

18 months × 7 departments × 2,000 US stores

Explore the story ↓
Custom orange Workshop Leader apron with Ask Me About Customer Workshops artworkWorkshop Captain recognition badge artworkFROM THE WORKSHOPS TOOLKIT CREATIVE
40%

fewer complaints

Highest-ever

customer satisfaction

01 / SEE THE REAL EXPERIENCE

One program.
Different rules
in every store.

Store visits revealed project instructions but no official training program or manual. Setup, promotion, and leader eligibility varied; tool training and shared social-media guidance were missing.

Stores needed support for the whole experience, beyond the project itself.

02 / THE WORKSHOPS TOOLKIT

A program people
could put to work.

I drove toolkit development with Home Depot teams and agency creatives, connecting training, workshop visibility, and associate recognition.

Workshops That Work carrying-box development artwork
The kit box
Training playbook cover artwork, with no internal pages
The playbook
Custom Workshop Leader apron artwork
The apron
DIY and Kids Workshops pocket-folder cover artwork
Pocket folders
Workshop Captain badge artwork
Role badges
Ask Me About Workshops and program buttons
Workshop buttons
Orange Workshops That Work pen development artwork
Branded pen
Branded tablecloth with DIY, Do-It-Herself, and Kids Workshops logos
The workshop space

Toolkit development artwork, September 2016. Select to enlarge.

Support delivery. A kit and playbook gave associates a shared reference.

Make it recognizable. Coordinated materials connected the workshop space and customer touchpoints.

Build pride in the role. The custom apron became coveted among associates.

03 / MAKE IT WORK IN STORES

The support behind
the experience.

The materials needed operational support to work in stores.

ONE CONNECTED
EXPERIENCE.

  1. A shared process
  2. Approved time
  3. Associate pride
  4. A connected rollout
  5. Easier registration
01Give people a process.

A manual, training materials, videos, and reporting gave associates a shared approach.

02Secure the time to do it.

We secured Labor’s approval for setup, delivery, and teardown hours. Without an allocation, that time counted against department profitability.

03Make the role a source of pride.

The coveted apron gave workshop leaders peer status; badges distinguished their roles.

04Help the change reach every store.

Every regional manager received a backpack with a program overview and swag to brief stores. Internal-display campaigns reached store and corporate teams.

05Remove friction for customers.

I worked with the internal web development team to simplify registration, helping reduce complaints. Store-side improvements supported more registrations and attendance.

04 / AN END-TO-END RESULT

Easier to attend.
Better to deliver.
More reason to return.

A consistent store experience. Easier customer registration.

Workshop attendees spent more per visit than average shoppers, making the experience a valuable customer touchpoint.

My role: strategy and development leadership across messaging, touchpoints, communications, and assets—with Home Depot teams and agency creatives.

Need a leader who can make a program work across every team and location?

Let’s talk See my résumé