Free Motion for Summary Judgment - District Court of Arizona - Arizona

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2 Case 2;O4 -¢v-OC)384—ROS Document 413-9 Filed 12/18/2306 Pagé1 0f4

THIENLARTZAGENCY C A I N I L
h CREATIVE BRIEF `
l · ‘ - Clienth Hancock Communities ` Date: May 20, 2004
I Job Number: 5100-14675 l ·
' J ob Description: Meritage Homes Narne Change Campaign ,
Overview: · `
Hancock Communities has been building in Phoenix for over 50 years. Throughout the years ' ‘
. they have had name 'changes from Hancock to Watt Hancock to Hancock Homes and now ·
_ - . Hancock Communities. The Meritage Company bought Hancock Communities about 3 years ago A
' and are ready to, change the name fiom Hancock Communities to Meritage Homes. 4 '
n _ Meritage builds in California, Texas, Arizona and Nevada so there is strength in the corporate
. brand The parent eomparry has developed a new logo and color palette as well as a graphic_ " ·
standards manual which will be provided to the Agency. _ ` _ -
‘ I Issues and Considerations _ ` , "' n .
I ‘ • Understanding the current brand image and perceptions of Hancock ' ’ ‘ ‘ ‘ " ` " ' ‘
' • Understanding the current brand image and perceptions ot`Meritage .
. • Reinforcingbraird assurance among key audiences - , ' .
` · • _Sequence of message delivery — audience priority · 4 _ ‘ ` _
' · Concerns hom key target audiences, i.e. existing homeowners, Realtors, prospects, vendors, ‘
‘ ` etc. regarding new name means new company, customerservice, homeowner associations,
contracts, etc.
_ . 6 Competitors — how will competitors use this to their advantage `
4 Audience Priorig/Concerns ‘
· 4 · · Current residents - “What does this name change mean to me?" ‘°Will my service level ·
_change?” . · ·
• Realtors Q "ls this going to change our working relationship?"
. ·· Prospects — "ls the value of whatl am buying going to change‘?" A
- " • Vendors — “Will this change our working relationship'? `“WillI still work with the same, _
` " people?" `" 4
i Recommended Strategy ‘ ' A I
_ Based on the above issues and considerations as well the target audience concerns, the Agency I
recommends taking a "blanket approach" and communicating the nanrechange to key target 9 _ _ _ _ :_ _ _' '
' audiences based on their level of iniluence.
A · Hancock Communities need to communicate to current residents why it is changing its name and
what this means to them. l They need to be assured that the new company will continue or exceed
their level of expectations. ·
_' Key influenoer within the comrrrunity as well as Realtors should be advised the name change and
what this means to them. I
l MERUO1643 .
_ arial
Cmrnrnli
Case 2:04—cv—00384¥ROS Document 413-9 Filed 12/18/2006 Page 2 of 4

4 Pressireleases have been developedon Meritage buying Hancock Communities. However, a i
. press release on the name change should be sent to me Phoenix and surrounding Valley media
announcing the name change. Additional media relations tactics will include photoopportunities
during signage change, interviews with key Meritage executives, letters to the editor and article
placement ' . -
What is the advertising expected to accomplish? ·
~ A smooth and positive transition into the new name. The campaign will be the basis for
all other name changes within the company. lt will communicate to all audiences that the _
4 · company has a new name, stronger backing, growth oriented. — e
` I . `§7Vho are we talking to? · 4 _ f . ` · ‘
r -Current homeowners, prospects, Realtors, vendors, employees. V 4
}7Vhat is going on in the market?
- · I The real estate m_arket·is “hot’i. All builders are experiencing great sales. Interest rates .
' arelow. but expected to rise after the fourth quarter. ·
__ ` Housing starts hitan all time high -in 2003 with totaglstarts hitting l.85_ million. New ` 4·
4 . " home sales were up 8% from 2002. 3.0. year mortgage rates were at their lowest in 30 .
~ -· yearsin2003.· · U I i
. - The public at large is used to seeing the home building industry consolidating. Examples
' 4 ` 4 4 are Pulte- buying Del Webb, Beazer Homes buying Hancock Homes, and the most recent
‘ ` acquisition of4Continental Homes by DR Horton. 4 · 3
The Meritage Corporation is part ofthe Public Homebuilders Council of America They
share this membership with 13 ofthe leading public homebuilding companies in the US.
ii Eor the last- year and a-halt all Hancock materials have said “A Meritage Company" Qso l 4 A li V I .
4 ’ this transition may not be a total surprise to everyone. ` i . ·
Virhat is the key insight? I l . A 4
. The Meritage Company brings with it the strength and backing of a national company.
Meritage is listed ·on the New York Stock Exchange. They are a top ranking US
4 ‘ ` hornebuilder with a proven~record··of growth, including compounded annual growth rates
_ `of 37% in net earnings and 46% home closing revenue since becoming a publicly 4_ 4
traded homebuilder at the end of 1996. __ "
I " In onesimple sentence, what is the idea we need to communicate? . I
Hancock Communities is now Meritage Homes e strong, committed, growing company;
. 4 MER001644
CONFIDENTIAL
Case 2:04—cv—00384—ROS Document 413-9 Filed 12/18/2006 Page 3 of 4 s

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Client zpprevesprese release 4 6/21 ` . ‘ ·. — ~
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.· Approval csf 6/I5 A 4 ~ - -
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· . ¤ Crezirjve Elements; Gundeerjewepapex, Direct Mail, Cdllaueml 4 _
- · • Markers: Phoenix
V • Size of ad: F1;1llPage 4Y<:el¤r ‘ — · 4 ` ·
. APPROVAL ·_, _ V - _ _ i
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CONFIDENTIAL
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