CASE STUDY TAYLOR MORRISON Homes Inspired by You Assignment • Create a distinct personality and voice for Taylor Morrison’s Northern California division that integrates seamlessly with the corporate brand and positioning • Generate consumer awareness for the Taylor Morrison brand • Incorporate the corporate customer service theme and tagline of “Homes Inspired by You” • Target diverse, sub-market areas and buyers within the Bay Area and Sacramento area • Promote specific communities within each market—either as ongoing promotions or for limited time campaigns—e.g. grand openings, community closeouts, special incentives, etc. Discovery Findings/Key Insights The Good Stuff • Taylor Morrison is one of the largest home builders in the U.S. • The company is committed to both

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