Find Balance withJohn Manlove Marketing & Communications

Experience. Vision. Success.

Prepared for Bridgeland and General Growth Properties, Inc.

For more than 40 years John Manlove Marketing & Communicationshas helped create influence for a broad range of local, regional, national and international clients. Our residential real estate development experience has helped establish The Woodlands as one of the most celebrated master-planned communities in U.S. history. We’re prepared and ready to extend the Bridgeland brand, and position the community as one of Houston’s premier neighborhoods.

For more information on our history, our process, and our servicesplease visit www.johnmanlove.com

John Manlove Marketing & Communication’s Corporate Offices in Houston, Texas

CREEKSIDE PARK CASE STUDYCreekside Park, the newest village in The Woodlands, embodies the “natural” spirit of the community. Bordering the 1,700-acre George Mitchell Nature Preserve, it has unprecedented access to nature and outdoor activities like camping, canoeing, fishing and hiking.

In order to celebrate the dawn of the 3,500-acre village The Woodlands Development Company planned a Grand Opening Event for October 20, 2007. John Manlove Marketing & Communications developed a multi-platform marketing and PR campaign themed “Life’s Next Great Adventure”. It featured advertising across all media, as well as collateral materials that reflected the theme.

JMMC has handled our residential advertising for the past several years. They have done a fabulous job of creating award-winning campaigns for us, and are a pleasure to work with. The team at Manlove provides creativity, technical expertise, incredible organization and attention to detail and personal service - a winning combination in today business world.

Tim WelbesPresident, The Woodlands Development Company

Creekside Park Case Study continued

ELEMENTS• Unique creative that reflected The Woodlands’ brand.• Colorful collateral package for prospective home buyers.• Two thirty-second television commercials.• A sixty-second radio spot promoting the Grand Opening event.• Long-format HD video and graphic display for Homefinder Center.• Print advertisements for multiple publications.• Innovative microsite on TheWoodlands.com• Grand Opening event invitation, displays and directional signage.

EFFECT• During the course of the campaign, The Woodlands website experienced record traffic. In October of 2007, the site had more than 800,000 hits.• The Creekside Park Grand Opening day had the most traffic of any village opening, with more than 20,000 attending.• After only three months, more than 100 families had purchased homes in Creekside Park.

PROPOSED BRAND EXTENSIONBy utilizing existing branding concepts and evolving the “Find Balance” theme our goal is to create top-of-mind awareness for Bridgeland in the Houston metropolitan area. With compelling images, intriguing headlines and copy, and a sound media mix we intend to generate increased web traffic to Bridgeland.com and foot traffic to the community and model home park.

Newspaper ads have been developed for the purpose of this presentation.Stock photography has been used to effectively illustrate concepts.

CONCEPT 1MOVING HERE IS JUST THE BEGINNINGThrough a series of point-of-view images we communicate what Bridgeland has to offer through the eyes of the perspective buyer. Each of the photographs requires some sort of balance whether it be canoeing or bike riding. These images, along with supporting copy, will lead the reader to the conclusion that Bridgeland offers balance in every aspect of life.

CONCEPT 2WHO NEEDS YOGA?Yoga, meditation, and exercise are all examples of activities that help one find balance in life. This series of fun and compelling ads portrays these activities in natural settings to humorously and gently communicate how Bridgeland can accomplish the same goal.

CONCEPT 3THE CURE FOR THE COMMON NEIGHBORHOODThese ads relate to one of the most important aspects of finding balance... your health. Through a series of intriguing headlines and striking photography we imply that living in Bridgeland is a natural part of a healthy lifestyle.

CONCEPT 4RETURN YOUR MESSAGES LATERThis campaign directly responds to the need for balance between career and family… work and friends. The headlines address business while photos represent personal relationships. The connection between the two inspires the reader to strike the right balance in Bridgeland.

CONCEPT 5TWEETS DON’T JUST COME FROM YOUR PHONEThis series addresses the fact that technology has, in many ways, created a loss of balance in our lives. These ads utilize headlines that are typically associated with technology and social networking to relate to nature and LIVE interaction.

Another aspect of these ads relates to sustainability. There are sidebar elements that describe Bridgeland’s goals to work responsibly with the environment.

MEDIA STRATEGYThe preliminary plan below represents an integrated approach designed to effectively reach Bridgeland’s target audience in the Greater Houston metropolitan area in 2010. More than ever, a fragmented media landscape requires a customized approach. By analyzing client needs and objectives, and researching demographic and sociographic customer profiles, we develop a strategy of combined media platforms that will ensure positive results.

Increased media activity in April and August are intended to support two large sales events/promotions in addition to overall branding. Most media activity focuses on the prime home-buying seasons of Spring and Summer.

PRODUCTION VALUESProduction costs can vary dramatically from project to project. For the purpose of this presentation, please consider the following two television spots:

The first was for the Grand Opening of Creekside Park. It was shot on film with a renowned director and edited in Atlanta at a top-notch production house. It encompassed multiple locations, a large crew, lighting packages, music and audio design, etc... Total cost for the spot was approximately $200,000.

The second spot was produced for The Woodlands Convention and Visitors Bureau. This spot was shot HD at one location with a local director. It was a budget spot for a budget price under $50,000. JMMC can work with a wide range of budgets to provide cost effective solutions for all of Bridgeland’s marketing needs.

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COMPENSATIONFor 2010 we estimate a retainer of $10,000 a month to cover all internal agency expenses including overall branding, creative development for two major promotions, design, layout, print and interactive advertising production, account services, media planning and management, traffic and administrative costs.

All time is tracked on Basecamp, a web based project management solution. Time and compensation will be reviewed every 6 months to ensure the retainer amount is accurate and fair for both parties.

Retainer does not include web development, maintenance or search engine optimization. JMMC would be happy to includes these services at Bridgeland’s request.

BENEFITS OF USING JMMC• Cost effective• Responsive and focused on schedules, deadlines and turnaround• Extensive residential real estate experience• Understands the Greater Houston market (media, competition and consumer behavior)• Knowledge and experience with emerging technologies• Solid understanding of developing brands and extending brand equity

Thank you for your time and consideration.