Table of Contents

Situation analySiS

ExEcutivE Summary

company

market

consumers

Product

crEativE StratEgy

media objectives and Strategy

augmented reality

television reinforcements

youtube & Bloggers

media mix

aPPEndix

02

competition

03

04

13

crEativE BriEf12

11 SWot

30

media Schedule

table of

contents

ExecutiveSummary

03http://ww3.hdnux.com/photos/11/01/45/2365810/9/628x471.jpg

Originally developed as a project at the University of Virginia School of Architecture, the Breathe House is an award winning solution to disaster relief housing. reCOVER has developed a housing design that incorporates the best of modern technology to reduce energy costs and promote safer, simpler living. The project was recognized by the Architecture for Health in Vulnerable Environments (ARCHIVE) in 2011 when it received first place from the international nonprofit organization. The house, originally developed to provide safer living in Haiti, can be adapted to help out recovery efforts worldwide. Aside from the recognition received from the ARCHIVE awards, reCOVER has not done much at this point to promote the product. Information regarding the mission of the company can be found on their website, www.studiorecover.virginia.edu/recover.html. Our goal is to promote the reCOVER brand and raise awareness about the company’s mission and product. To make this campaign a success, we will focus on men and women ages55-64 who are looking for a way to escape their everyday routine and create a more meaningful life. This audience will appreciate quality over quantity and are looking a way to simplify their life so as to be able to fully enjoy all the adventures to come. reCOVER housing takes care of itself, allowing consumers to reinvigorate their live by choosing to live more simply. The campaign will use an integrated approach to reach our target across multiple platforms. Magazines, television, and online media will provide a more traditional approach, while an app and promotional drive will help to create and maintain a buzz about the brand. The donation drive will enable our consumers to “de-clutter” their own life, while also connecting with and helping a family who is rebuilding after disaster. Through this campaign, reCOVER will able to continue giving to those in need, while also providing a solution to those consumers who are constantly seeking out a way to “rediscover life’s adventures.”

Executive

Summary

Situation

Analysis

company

market

consumers

Product

competition

04

A genuine company looking to simplify lifestyles, reCOVER began with a humanitarian foundation. reCOVER branches from a disaster relief housing initiative that has won awards for its research, design development and fabrication of a safe, progressive, eco-friendly modular home. reCOVER’s goal is to continue to positively affect and promote the design and building of safe, healthy, and sustainable communities around the world. reCOVER has the opportunity to point their brand image in a wholesome direction, using their positive foundations to shape their mission. While the transition from disaster-relief housing to the modular home market might pose a challenge, this global altruism is the backbone to the honest brand being developed.

company

05

Situation

analysis

Company

06050605

The Breathe House is an exemplary eco-house, and provides a glance into the potential of the housing industry. Though it boasts advances in SIPs paneling, exterior wall coating, ventilation and overall energy efficiency, the Breathe House also features a monitoring system for it’s varied attributes. Essentially, the house will produce it’s own power, be designed for whatever locale the lot occupies, and maintain optimal performance for residents. It takes care of itself with sophisticated monitoring systems, and relieves the homeowner’s energy bill headaches. At heart, it’s a home designed to make very complicated systems super simple for the consumer. It takes care of itself, and its inhabitants. Compared to stick built homes, the building goes up quickly, using an off-site preparation method, similar to mod-ular housing, which is cheaper than stick-built costs. What the Breathe House may lack in customization and overall traditionalism, it makes up for with innovation and simplicity at the consumer level.

ProductSituation

analysis

Product

06

05

Situation

analysis

Market

Housing market

The overall housing market seems to be maintaining its steady path of recovery. Fairly consistent increases in both total existing-home sales (including single-family, townhomes, and condominiums) and median price demonstrate this path of recovery, especially in the West and the South; as well as the fact that, when compared with last year, the current housing inventory is down 18.2 percent. The continuing increase in median price and decrease in existing-home inventory are leaving many prospective home buyers frustrated, particularly in the West and some parts of the South. However, although existing-home sales account for 90% of total home sales, new-home sales might start to increase due to demand and the low existing-house inventory.

07

See Appendix Items 1-5

Situation

analysis

Market

modular market

The overall housing market seems to be maintaining its steady path of recovery. Fairly consistent increases in both total existing-home sales (including single-family, townhomes, and condominiums) and median price demonstrate this path of recovery, especially in the West and the South; as well as the fact that, when compared with last year, the current housing inventory is down 18.2 percent. The continuing increase in median price and decrease in existing-home inventory are leaving many prospective home buyers frustrated, particularly in the West and some parts of the South. However, although existing-home sales account for 90% of total home sales, new-home sales might start to increase due to demand and the low existing-house inventory.

http://images.artnet.com/artwork_images/424849539/705405.jpg 08

See Appendix Item 4

reCOVER can differentiate itself from other construction companies by emphasizing our humanitarian background and that we aren’t selling houses to jump on the bandwagon but to help people and better the world. Other houses appear too customizable and complicated; reCOVER can distance itself from them by showing that though the Breathe design is simple, it is also more effective. Other companies lack the research background that reCOVER has. With such well established competition, emerging comapnies maust make a strong initial impression with a clear conveys message of purpose, in order to succeed.

competition

060506

Situation

analysis

Competition

Situation

analysis

09

Imperial Homes has a national presence and exemplifies the use of customization to siphon money from consumers.

See Appendix Item 6

The Baby Boomers are coming, and they want smaller houses. A recent analysis of this demographic’s activity in housing was done by Coldwell Banker Real Estate. While younger Boomers (47-55) want more space for their families, a larger percentage of the older Boomers (56-64) sought a smaller space. 80 percent of Coldwell’s agents shared that their Older Boomer clients wanted to downsize. Other sources indicate that the majority of seniors prefer to “age in place” in order to maintain their independence with ease and comfort. Boomers entering their senior years will begin to shed their large, detached houses on spacious lots in favor of smaller living spaces in apartments, condominiums or townhouses. Seniors’ consumption of new housing may rise in the next two decades as Boomers – whose wealth and income are higher than that of today’s retirees and who are entering retirement in vastly larger numbers – seek new options to downsize, accommodate disabilities, or live in different types of neighborhoods. They are searching for convenient housing that is cost efficient, permanent and allows them to maintain self-determined, accessible lifestyles.

consumersSituation

analysis

consumers

http://f3v3r.com/wp-content/uploads/2012/02/downsizing-the-home-after-retirement-409.jpg

Simple.

10

See Appendix Items 1,2 & 8

WSO T

Strengths • Crazy innovative product• Affordable net-zero• Distribution flexibility

Weaknesses• No current brand image• Science experiment vs.

family home• Small size• Modular housing stigma

opportunities• Unique brand

background• Growth of green housing

market• On-going research

threats• Customization• Comfort with traditional

housing

11

Situation

analysis

SWot

http://smalllivingjournal.com/wp-content/uploads/2009/04/downsizing1-300x199.jpg

What problem are we trying to solve?We need to thrust this brand onto the housing scene with gusto. We must introduce both the compassionate reCOVER brand and the simple, yet progressive Breathe House to a transitional audience. Spunk needs to explain how the assets of the Breathe House (e.g. simple design, net-zero energy efficiency, self-monitoring) will allow the target to de-clutter their life, and focus on what matters to them.

Who are we after?We want 55+ year olds who are leaving the clutter of the rat race and re-prioritizing their lives. They’re fed up with the daily grind and looking for more meaningful experiences. They are more family oriented than ever before, and want to venture out and see more of their siblings, children and grandchildren. They’ve had things all their life and now want the comfort of loved ones and quiet home near them. They know how complicated owning a house can be, and want to avoid that kind of hassle.

What’s the key insight on the target?They’re prioritizing experiences like travel and family over materialism. With fewer worries and responsibilities in their lives, this segment can look to have more fun. The Breathe house won’t be a status symbol, but it will allow the consumer great freedom, knowing it will take care of itself. Since they want to simplify their lives, and move closer to family, we can give them a home which takes care of itself when they’re away and allows them to look for more in life.

Where can we get to these people?Older people turst the content of traditional media, so reCOVER can gain credibility in by using print ads in the magazines they go to for tips, tricks and info on how to live better. Further, the number of Older Boomers with Smart Phones and tablets rises monthly, and they’re more comfortable accessding digital media.

What’s the thing to get across here?By demonstrating simplicity, reCOVER wants to build the best homes that inspire you to reinvigorate your life.

How do we talk about it?We all want to get rid of the clutter in our lives. The house takes care of itself; it’s durable, creates energy, filters air, and monitors all its systems, so you can spend less time worrying about energy and upkeep, and more time doing “you” things. The Breathe House allows you to focus on what matters to you, whether it’s travelling the world, volunteering in your community or reconnecting with your family.

creative Brief

12

Situation

analysis

creative

Brief

Creative Strategy

media objectives & Strategy

the Schedule

the mix

13

augmented reality

youtube & Bloggers

televisionSpots

Media Objectives &

Strategy

reCOVER must be established as a progressive, genuine, humanitarian housing company. This campaign initializes programs reflective of reCOVER’s inception in disaster relief. Further, Spunk wants all communication to encourage consumer response and engagement with the brand.

Brand image

creative

Strategy

Backed by a philanthropic image, the Spunk campaign will promote the simplicity and accessibility of the Breathe House technology as the key for Older Boomers to find independence, spice and fulfillment in life.

Breathe House campaign

goalS

you___Help decide what to sell or donate___Organize your new space to fit your lifestyle___Clearout

Organizing and D

ecluttering_____S

ort your “clutter”_____Help decide w

hat to move w

ith•

anyleftoveritemsbyselling,donationordisposal

media

obj.

14

creative

Strategy

media

obj.As a budding company, we believe a campaign focused toward Older Boomers in South and West would help reCOVER gain momentum as grows. Sample spot market DMAs include Dallas, TX; Washington, DC; Phoenix, AZ;Pine Bluff, AK.

goalS

We understand reCOVER’s resources for advertisement are not exorbitant. We’ll use inexpensive online and digital media as the backbone of the campaign, turning to more expensive print media only as an auxiliary push.

Budget

geography

target audience and media mix

The campaign will break out just after the holiday season. A January through April push utilizing traditional media will lead consumers into involvement with year-round online media. The push also leads up to the peak home sales months of March and April.

media Schedule

We plan to establish trust with our skeptical, older target via print ads in lifestyle magazines. Our ultimate goal is to create cheerful, open communication channels between consumers and reCOVER online via YouTube, Blogs, Vlogs and the rePUZZLE app.

15

We are targeting men and women ranging in age from 55-64. They are employed professionals with a household income of $100,000+. While they are still a part of the workforce, they are beginning to plan for retirement. Most of them have earned a graduate degree or higher, with at least a college degree. They are more likely to be married couples whose children have recently moved away (transitional empty-nesters), and they have lived at their present address for five years or more.

creative

Strategy

Media

Objectives

demographic

targEt audiEncE

creative

Strategy

target

demo

16

They are looking to make their lives more meaningful. After years of going about the daily grind, they are spent. Their days fly by in constant routine, and so many responsibilities have piled up over the years. They are looking for a way out of the clutter. They want to enrich their days by traveling, exploring the outdoors, going to art galleries, shows and live theater. They place an emphasis on maintaining their relationships, and family is especially important to them. They are educated, up-to-date on current news and make an effort to understand the newest technology. More often than not, they eat organic foods, appreciate quality over quantity

and are early adopters of environmentally-friendly products. They read magazines on subjects such as computers, the outdoors and photography and recycle their magazines by lending them. Finally, these people are more open-minded and intellectually curious than most. These are the passive dreamers with an adventurous heart who are looking back on their lives and contemplating all of the opportunities they wish they had taken.

Psychographic

Spunk’s mood Board for older Boomers

creative

Strategy

target

Psycho

17

Say hello to Mark Herbert. At age 56, he still considers himself to be quite spry. He likes to go on nature hikes with his wife, Demi, but isn’t quite as enthusiastic about her fascination with partner pilates. They live in a sizable two-story home in the Pocket/Greenhaven area of Sacramento, California,

which became startlingly empty after their two kids left for college. When they do get to spend time with their kids, they try to educate them by taking them to live concerts, plying them with organic food and giving them relevant news articles to read. After his almost midlife crisis, Mark bought a Honda Prius and felt better. Of course, he can’t complain too much, he’s earning $96,000 a year as a market research analyst. Nonetheless, he is making a marked effort to make his life more meaningful. This includes doing things such as recently remodeling his kitchen to be more energy efficient, volunteering at the local park and taking the time for himself to read his favorite magazines, including This Old House and Consumer Reports.

the man. the myth. the legend.mark Herbert

creative

Strategy

target

Profile

18

creative

StrategyMedia Mix

We’ll use direct mail in our spot markets to find homes that are seeking to declutter by giving away furniture. We want to promote the act of giving as a release, then provide a collection service for unwanted, but useful furniture to be used in the wake of disaster by families living in Breathe Houses. Given the unpredictability of disasters, we suggest a partnership with Habitat for Humanity or a similar organization that will provide an outlet for surplus furniture. The goal of the promotion is not to ship furniture cross-country or provide a sofa for every unfurnished home put up by reCOVER. Spunk sees furniture as an opportunity to make disaster relief more comfortable, while building a positive brand image for reCOVER.

the drive

traditional and Promotional

media

mix

19

tv Spots

creative

Strategy

media

mix

Because television spots incorporate sound, images and movement, advertising with this medium helps communicate reCOVER’s emotionally-rich message of seeking life’s adventures. MRI data from 2011 shows that adults in our age group (55-64) index high as heavy cable users. Not only does television have a tremendous reach, it can also narrowly target specific market segments to achieve optimum effectiveness. We want to advertise on channels such as Ovation, FamilyNet and GMC.

http://adventureresources.net/photos-2/http://media.cmgdigital.com/shared/lt/lt_cache/thumbnail/960/img/photos/2012/09/25/71/96/skydive_lede_art_1571462a.jpg

20

See Appendix Items 7, 8 & 10

Storyboard 30 Second Spot

21

creative

Strategy

According to MRI data, print media will be one of our most effective outlets to reach our target age group. Our creative example below shows an ad that could run in newspapers & magazines alike to help create a buzz about the Breathe House. Some of the highest indexing publications for this age group that also tie into the housing/lifestyle market include:

magazine ads

• Architectural Digest• Good Housekeeping• Newsweek

But that’s just the beginning... our ads will literally pop off the page.

media

mix

22

Research has shown that the internet can be a powerful tool to reach this age group. We intend to create a simple circulation of information and experience sharing that will teach consumers about the technology and benefits of the Breathe House, in an inviting and efficient way.

creative

Strategy digital connections

BlogsApps

Augmented

REality

YouTube

media

mix

23

See Appendix Item 9

The unique aspect of the ad shown on the following page is that it takes advantage of augmented media, and will thus spring from the clutter.

augmented reality

Situation

analysis

creative

Brief

Go th

roug

hou

t your h

ouse an

d look at each item

. Do you

love it? Does it m

ake you feel h

appy or gu

ilty? Can you see yourself in it? Do I absolutely love this item? Can I do without it?

At first glance, the ad will catch viewers attention through it’s simplicity. The ad, however, will prompt readers to scan the image with a smartphone or tablet. Upon doing so, buttons will appear on the device’s screen that act as a portal to other digital media. This will help drive more traffic to our website and YouTube site, as well as provide more information about the house. By using this approach, we’re taking our highest trafficked media-vehicle and using it as a tool to help promote to the other media platforms to our campaign. The ad will not only increase traffic on digital media, but also create a buzz to get people talking about reCOVER.

24

25

http://2.bp.blogspot.com/-Ot9xCLkA9_4/Tp9YN8ToEQI/AAAAAAAAAUA/9Ep8UFlX1Sk/s1600/Simple+Life+iStock_000012634213XSmall.jpg

With the nature of our product, we feel strongly that blogs are an effective way to generate buzz while giving accurate information to consumers. reCOVER’s website will feature writers blogging and vlogging about their travels, experiences, and “breathe moments” that follow the theme of rediscovering life’s adventures. When browsing the site, consumers will connect these opportunities with the product.

Blogs & vlogs

http://static.ddmcdn.com/gif/10-rv-retirees-1.jpg

Situation

analysis

Blogs

vlogs

26

creative

Strategy

media

mix

Another link from the magazine ad is a direct download of the charity driven rePUZZLE app. A smartphone app to maintain the brand image and increase awareness about reCOVER, the app will be a tile puzzle game featuring calming nature photographs. When a puzzle is completed, the player will receive a “simple, sustainable living” tip. The puzzles will become progressively more complex the more the player completes (3x3, 4x4, and so on.) The app also presents an opportunity for a philanthropic tie-in. We hope that reCOVER could manage it’s growth such that for every puzzle completed, reCOVER donates to a family recovering from disaster. This goal oriented message brings the relief of giving to the consumer, and the relief of recovery to families in need. Smartphone apps are popular with the 55+ demographic, and increasing month-by-month.

rePuZZlE app

http://epmgsenior.media.lionheartdms.com/img/photos/2011/10/19/86513298_t750x550.jpg?626c74b6d570df44fd02ecca30244159e005ff34 27

creative

Strategy

media

mix

A link on the blog will redirect consumers to reCOVER’s YouTube channel. Bloggers that already have a large following will create introductory videos which focus on an aspect of the Breathe House, such as SIPs paneling or the unique ventilation system. This allows the consumer to learn more about the specific features, without being overwhelmed by a long-informational spot. The bloggers in the videos will seed them through their own blog first in order to network and showcase the material to a wider audience, thus gaining attention. We’ll break the monotony of information on the channel with fun commercial spots, the building of a Breathe House, and information on the national drive.

the informative youtube

http://blogs.thenews.com.pk/blogs/wp-content/uploads/2012/10/yout.jpg 28

Media Schedule

creative

Strategy

http://db2.stb.s-msn.com/i/FF/80E0F872DFFB41516565E68848CD.jpg

In order to capitalize on the March Madness of home sales, the Spunk campaign would launch with a huge pulse in January. The lingering effects of magazine impressions would carry through the year as these lifestyle magazines are traded between friends and left on coffee tables. Digital media is relatively inexpensive to run year round. This is also the premier medium for establishing genuine trust in reCOVER as a company.

Pulse first, then converse

media

Sched.

29

Appendix

Why housing market won’t ever be same -- Baby boomers who inspired demand retiring, downsizingPeter Downs Special to The Commercial Appeal, 22 July 2012The Commercial AppealMMPH, Memphis, p. 1Copyright 2012 Scripps Howard Publishing, Inc. All Rights Reserved

Since 2010, however, boomer demand has been leaking out of the single-family housing market. In coming years, that leak will become a flood.Boomers, the demographic born between 1946 and 1964, are hitting retirement age, the time when most people look to downsize their housing, Nelson said.No matter the number of new housing starts, the types of products demanded by the market will change. Baby boomers entering their senior years will begin to shed their large, detached houses on spacious lots in favor of smaller living spaces in apartments, condominiums or townhouses.Between 1990 and 2010, the demand for large single-family homes constituted 80 percent of the demand for new housing nationwide, Nelson said, but that is starting to flip.From 2010 until 2030, the demand for large single-family homes will constitute only 12 percent of the total demand for new housing and multiunit housing will constitute 80 percent, he said.

markEt

01

creative

Strategy

appendix

30

2011 NAR Profile of Home Buyers and Sellers – 33 facts every Realtor should knowby AGBeat in News - November 11, 2011

The typical repeat buyer was 53 years old and earned $96,600, notably higher than the $87,000 median reported in 2010.Repeat buyers purchased a median 2,100 square foot home costing $219,500, with an estimated median payment of $1,006.Sixty-four percent of all buyers are married couples (up five percent from 2010), 18 percent are single women, 10 percent single men, seven percent unmarried couples and one percent other.To find their home, 88 percent use the Internet, 87 percent use real estate agents, 55 percent yard signs, 45 percent attend open houses and 30 percent review print or newspaper ad

The biggest reason people buy a home is the simple desire to own a home of their own, cited by 27 percent of respondents, including 60 percent of first-time buyers. The next biggest primary reasons for buying were desire for a larger home or a job-related move, each cited by 10 percent of respondents; a change in family situation or the affordability of homes, 8 percent each; and desire to be closer to family, friends or relatives, 7 percent.The study-based on 5,700 responses to a survey mailed to a list of homebuyers supplied to NAR by credit repository Experian-also found that the median age of all buyers has jumped from 39 to 45 years. The median age of first-timers is 31, but the median age

02

creative

Strategy

appendix

creative

Strategy

appendix

31

03 Demographic Challenges and Opportunities for U.S. Housing Marketshttp://www.urban.org/UploadedPDF/412520-Demographic-Challenges-and-Opportunities-for-US-Housing-Markets.pdf Prepared for the Bipartisan Policy Center | March 2012

creative

Strategy

appendix

04Maufactured Homes Inventory

creative

Strategy

appendix

32

creative

Strategy

appendix 05

33

MH Imperial Homeshttp://www.mhimperialhomes.com/

06

targEt & mEdia

Best DMAs for reach in TV http://www.tvb.org/media/file/TVB_Market_Profiles_Nielsen_Household_DMA_Ranks2.pdf

Nielsen Analysis of Traditional Times Segmenthttp://www.claritas.com/MyBestSegments/Content/tabs/filterMenuFrameWork.jsp?page=../Segments/snapshot.jsp&menuid=91&submenuid=911

creative

Strategy

appendix

Jim Tobin CEO of Ignite Social Media 11/26When discussing whether the internet is a relevant media for 55-64 market: “even 65+ are still at a 50% penetration” -blog traffic and top searches are the best ways to reach this audience when there is an unchanging product( ex. scar cream) The product, not the age group, doesnt belong on facebook/twitter“borrow a brand’s network when you don’t have one” -ex. Windows 7 used bands to gain awareness

07

08

34

09

creative

Strategy

appendix

Relevant MRI Media Findings (Fall 2011)

35

10