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

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Case 2:04—cv— OO3$4;ROS D0cumeni413—1O _FiIed12/18/2006 Page1 cif 4

A Conference Report #1 A
Client: Hancock Communities V
Present for Client: Ron French, Jim Arneson, Scott Keefe, Missie Valliere, ’ l
John Landon (phone conference), Jane Hays (phone
conference) q
Present for Agency: Barb Sorget, Mark Stanton, Mark Fulcher, Robin Casmirri,
Mike Bonham . ,.
Date/Place 0fAMeeting: June 18, 2004; Hancock Communities J _
- Action Items _ — g ’
" Agency presented advertising, media, website and public relations recommendations for _ A
the upcoming name change from Hancock Communities to Meritage Homes.
Public Relations V ·
Name Change . ,
Agency presented name change press release. Client requested Agency to revise the
release so that it focuses more on Meritage and less on Hancock. Specifically, how
Meritage has built over 30,000 homes in its 19 year history. Meiitage is blending the fine _
ingredients to make the best companies.
Jane Hays will provide the Meiitage boilerplate to the Agency to incorporate into the
release. .
Client instnicted Agency to only distribute the release locally. Client requested Agency
to also develop a corporate release on the name change and provide to Client for
V approval.
Agency also presented recommended letters to homeowners, vendors, Realtors and
luminaries. Client requested Agency make the same revisions to the letters as the press
release. .
_ Agency will revise the press release and letters and provide to Client for approval. The 4
- new date for distribution is 6/23. A
Agency is also pursuing article placement in all local publications focusing on the name I
change. Client specifically requested Agency to focus on the New Homes section of the
` Arizona Republic.
l ` MEROO1646
K CONFIDENTIAL
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Conference Report #1
June 18, 2004 A _
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Client informed Agency that the Hancock name will be maintained as a community series
‘ at Sundial at Rancho Bella Vista and Sundial at Sundance. The new name of these
neighborhoods will be Hancock Communities Series at Ranch Bella Vista and Hancock 1
Communities Series at Sundance.
Ask Meritage Homes.com _
Agency will develop a press release to promote the new customer service function, Ask
Meritage Homes.com and provide to Client for approval the week of 6/28.
Additional Releases
Agency is currently working with M. Valliere to develop press releases on new
employees and current promotions. Client suggested that the results from the Woodland ·
O’Brien customer satisfaction report could also be incorporated into a release.
Charity Tie—In ‘
Agency presented an extension to the name change project in which sun shades with the
new logo are produced with a portion of the dollars going to the SHADE charity. This
charity promotes the fight against melanoma and the importance of sunscreen, etc. to
counteract the disease. Client did not want to participate in this program at this time.
Advertising
` Ad Campaigns V
Agency presented three campaigns with three individual ads in each campaign. Client
approved Campaign #1 — Ad .A: “‘The Valley’s favorite homes are now under one roof"
Ad B: Tradition, integrity and value now have a new home" Ad C: "Meritage Homes
offers the test prices in the best places".
Client requested that the exterior photo be of Plan 905 and the cropping of the interior
photo (kitchen) be re—cropped or use a different photo to better display the interior.
Client will provide Agency with updated listing of all communities.
lt was agreed that Ad A will begin on July 10 and run through August. Ad B will run
September and October and Ad C will run in November and December. The verbiage
I from bottom of Ad B — Hancock Communities is now Meritage Homes — will be
maintained at the bottom of the ads until January 2005.
- Client is checking in to the possibility of trade marking or copywriting the phrase
"Meritage Homes offers the best prices in the best places."
i . J I MER001647
A _ CONFIDENTIAL
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Conference Report #1 A `
_ June 18, 2004 ·
` Page 3 _
Client liked some of the ads in the other two campaigns and advised Agency that they t
could be incorporated into the campaign at a later date. ‘
‘ Direct Mail P
Agency presented direct mail concepts for each ad campaign. Client felt that direct mail .
should be used in conjunction with a promotion as opposed to only the name change. {
Since sales are so good at this time, the direct mail concepts will not be developed but
will be re-addressed in the future.
Client will contact Woodland O’Brien to inquire about the usage of their mailing list
from the Customer Satisfaction report for future direct mailing-
Newsletter Masthead C —
Agency presented the recommended masthead for the internal newsletter, Meritage
Mailbox. Client approved. Agency will develop an estimate to print the shell in bulk.
Client will then write and print the newsletter in—h ouse.
Community Map
Agency presented the revised Community Map. Client approved. Agency will develop
estimate on printing shells of only the front side and then imprint the map at various
times when needed. ‘ _
r Please Hold Message _ y 4
Agency provided Client with recommendations on the Please Hold messages which play
while callers are on hold on the phone. Agency will revise messages to incorporate more
information on Meritage on less on Hancock.
Client approved the new voice and music recommendation. P
Media l
Media Plan
Agency reviewed current media plan with Client as well as new media opportunities.
Client approved insertions in AZ New Homes and Ln’esz‘yZes beginning in September as
well as banner ads on azcentralcom .
Agency recommended the development of post—it notes during to promote "Asl< Meritage .
Homes.com". Client requested Agency develop costs on that opportunity. Agency also
discussed the possibility of a "wrap" that covers the entire paper when delivered. Agency
will also develop prices on the wrap for future consideration.
` · l\’IER00164S
CONFIDENTIAL _
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