tiny homes
Mission Our yearning is to support the exploration, growth, and use of tinier living spaces that nurture maintainable living in communities worldwide.
Values Thank you, and 1
Vision To see a comprehensive society that is experiencing living a sustainable, wholesome lifestyle that is in equilibrium with our world. A global initiative that improves on the idea of quality by reducing costs and resources.
You’re welcome.
Tenets modest comfort mobility
2
not having or showing the unpleasant quality of people who want to be regarded as more impressive, successful, or important than they really are : not pretentious
a state or situation in which you are relaxed and do not have any physically unpleasant feelings caused by pain, heat, cold, etc.
changeable in appearance, mood, location or purpose
Target Market Jimmy and Katelyn Walsh were married last year.
They are high school sweethearts and grew up two blocks from each other. Jimmy works for his father’s landscape business and Kate a waitress at a local restaurant. They make good money and work hard. Jimmy’s father hopes his son will take over the family business one day. They live in the basement of Kate’s parents. It’s OK for now, saving money. Fortunately, they have their own entrance. As a wedding gift, honeymooned in the Caribbean, a cool bungalow on the beach. They love old country music and want to visit Nashville, Tennessee one of these days. Kate’s grandma taught her how to make jam when she was a girl, tried to learn how to sew quilts but was not very good. Jim’s Uncle and Dad took him hunting as a boy, he never really liked it, but never let on. Next weekend, they are going to Ocean Gardens Water Park down south. Katelyn spent summers traveling in her parents RV, she always liked little adventures. Jimmy wants to buy a house but they are so expensive. Really, wants his wife to be happy, she’s just in love and wants him to be the best man he can be. She knew they would be together forever when she saw how hard he worked on a church mission to Guatemala for people in need.
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Mike and Anne Caperski have been married
for over thirty years. Mike was a mechanical engineer and retired last year. Anne had been a contemporary jazz dance instructor. Mike grew up in the Northwest of the United States and Anne moved out there in the seventies with her parents from Idaho. They raised two beautiful girls, one is married to a doctor, the other lives with her girlfriend in Los Angeles. Taking advantage of the outdoors, enjoy bicycling together and hiking the mountain trails. Anne loves to cook and is a vegetarian. Mike likes to eat fresh fish. Lately, Mrs. Caperski has been involved with a craft co-op and is throwing pottery. They took a trip to Northern Africa in the nineties and fell in love with history and relics. In Morocco Anne constantly commented on the incredible hand lade ceramic tiles. Mike plays the trumpet as a hobby and always loved rich and funky jazz brass bands. Since retiring and the girls moving out the three bedroom house seems like an empty nest. They plan on traveling to India. Mike worries about the future. Anne tells him to stay in the present.
s
• housing crisis solution • global distribution opportunity • federal assistance • reduced square footage homes • built from sustainable materials • under $30,000 homes • extremely high quality • new thinking paradigm
o • unfortunate recent loss of home • unfocused competitor’s • less is more lifestyle trend • global concern and possible export • retirement community growing • refresh “green” marketing • EPA needs new solutions • can move structures to hospitable climates
4
w
• success based on homesize • linked to overused “green” term • vulnerable to public opinion • current home loan standards availiblity • numerous supply chains • acceptance of over energy use consequences • property values • new thinking paragigm
t
• big business fear of loss • zoning laws • bad neighbors • do it yourselfer’s • lack of property • under $30,000 homes • extremely high quality • housing crisis solution
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
Research Paper For most people there is a need for sustainable housing, Tortoise Shell Homes is a comprehensive solution that build affordable small structures and energy efficient cost solutions. Unlike competitor, typical homes, square footage, maintenance, heating and cooling cost are bankrupting many lives. The TSH project has a diverse audience, and has a commitment to sharing to a younger set and those closer to retirement. In terms of brand elasticity, they build tiny homes, but heating, cooling, and water management systems are integral. The Tortoise Home also offers custom built trailers in which to transport the houses. These products are complimentary to the brand. The competition sales concentration is mostly books and blueprints; there is a rich blogging community. Tortoise Shell Homes means to sell homes that are affordable not the off the grid context that flourishes in the competition. Homelessness and housing crisis is a world problem. Managing Tortoise Shell Homes as a guide through the brand strategy process and optimized through the future with a positive relationship so they can concentrate on building the best quality homes. Intently fostered relationships are with potential alternative energy movements and even government agencies. It is important that a multilingual option be available to the owners of the company. Focused differentiation is a strategy that concentrates on a particular buyer group, product line segment, or geographic market. The target segments must have buyers with unusual needs or else the production and delivery system that best serves the target segment must differ from that of other industry segments. This strategy is valued because of the belief that a company that focuses its efforts can serve its narrow strategic target more effectively than can its competitors (West, Ford, Ibrahim 2010). In conclusion, using a focused differentiation strategy, the company seeks its target segment by not by mainly promoting the “Green� benefits like their competitors, rather concentrating on selling affordable, comfortable, and fun homes.
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SEOmoz Access ID: SEOmoz Secret Key:
member-965fec1577 33d8f9d750f5887d16455d71d29e9fb6
tiny house
tinyhouseblog.com/
micro architecture
http://www.treehugger.com/sustainable-product-design/microItalian architect Flavio Galvagni and the firm Lab Zero: Log Cabins today vs architecture-an-eco-hut-that-would-turn-lincoln-himself-green.html Abraham Lincoln
tumbleweed homes
www.tumbleweedhouses.com/
Jay Shafer and since 1997 I have been living in a house smaller than some people's closets.
green building
www.usgbc.org
The U.S. Green Building Council (USGBC) is a 501(c)(3) nonprofit organization committed to a prosperous and sustainable future for our nation through costefficient and energy-saving green buildings.
housing crisis
www.huffingtonpost.com/news/housing-crisis/
Social Impact Investing
average square foot home
The nation’s average home size, which peaked just above 2,500 square feet in http://blogs.wsj.com/developments/2012/01/18/the-new-american- 2007, is expected to shrink to 2,152 square feet by 2015. home-continues-shrinking/
hvac bill
http://money.cnn. com/2011/05/10/pf/saving/lower_air_conditioning_bills. moneymag/index.htm
alternative energy
http://www.altenergy.org
remax
http://www.remax.com/c/about/remax-story
Kent Griswold estblished 2007
Air conditioning accounts for nearly 60% of Americans' summer electric bills. By 2050, one-third of the world's energy will need to come from solar, wind, and other renewable resources. Who says? British Petroleum and Royal Dutch Shell, two of the world's largest oil companies. Climate change, population growth, and fossil fuel depletion mean that renewables will need to play a bigger role in the future than they do today. 40 Years of Outstanding Agents & Outstanding Results From a single office that opened in 1973 in Denver, Colo., RE/MAX has grown into a global real estate network of franchisee-owned and -operated offices with nearly 90,000 Sales Associates.
tiny house blog
minimal living
minimal design
recycled building materials
tiny house insurance
eco friendly homes
homelessness rate retiree pension homeless veteran solutions
home loans
EPA
energy infographics
live aboards
rv living
http://www.everydayminimalist.com
Living with Less, but only the best. MINIMAL is a Chicago-based studio creating iconic, disruptive, brand-building products and experiences that connect emotionally with users. We are a top collective of multi-disciplinary talent consistently delivering new products and brands that translate into sustainable market successes regardless of category or industry.
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Use these resources to help you estimate your retirement benefits, learn about com/category/veterans-today/page/7/&sa=U&ei=DxrHUIncD4f89QSzioDgDA&ved=0CBUQFjAA&usg=AFQjCNEL9Cbc4yknJ2OO6W-8gL2wU2jo0A factors that could affect your retirement, and more. http://www.usa.gov/Topics/Seniors/Retirement.shtml -------http://www. benefits.va. http://www. http://www. http://www. http://www. http://www. http://www. http://www. http://www. gov/homeloans/lp. benefits.va. benefits.va. benefits.va. benefits.va. benefits.va. benefits.va. Ending veterans' homelessness will require an investment in permanent http://www.vba.va. homeloans.va. benefits.va. http://www.vba.va. asp&sa=U&ei=DxrHUJH4D42K9QScgYGADQ&ved=0CCAQFjAC&usg=AFQjCNGqt-lIm5iAJL-i6yG8pCXUXO8Mvw gov/&sa=U&ei=DxrHUJH4D42K9QScgYGADQ&ved=0CBUQFjAA&usg=AFQjCNEQNVDWR0Y6eA1_X6TABDS8wx28fQ gov/HOMELOANS/purchaseco_loan_limits.asp&sa=U&ei=DxrHUJH4D42K9QScgYGADQ&ved=0CB0QFjAB&usg=AFQjCNFdqBH7HWFvtzP_HkBjbsiSxXAXeQ gov/homeloans/new.asp&sa=U&ei=DxrHUJH4D42K9QScgYGADQ&ved=0CCQQFjAD&usg=AFQjCNHnmleYWf61YRRma0ycJmjp09C9Tw gov/homeloans/docs/foreclosure_avoidance_fact_sheet.pdf&sa=U&ei=DxrHUJH4D42K9QScgYGADQ&ved=0CCcQFjAE&usg=AFQjCNFW8Bjb2a3TeQjoWtA9Rf-UzErqog gov/homeloans/valeri.asp&sa=U&ei=DxrHUJH4D42K9QScgYGADQ&ved=0CCkQFjAF&usg=AFQjCNHo7KlK7gyLrmxg7TLgRCjWhkOklA gov/HOMELOANS/lenders.asp&sa=U&ei=DxrHUJH4D42K9QScgYGADQ&ved=0CCwQFjAG&usg=AFQjCNFd5X2MNylEeHHLFRNKxEKh9aG gov/HOMELOANS/contact.asp&sa=U&ei=DxrHUJH4D42K9QScgYGADQ&ved=0CC8QFjAH&usg=AFQjCNGXyfuZrolPpo gov/HOMELOANS/contact_agents.asp&sa=U&ei=DxrHUJH4D42K9QScgYGADQ&ved=0CDIQFjAI&u supportive housing, discharge services, and affordable housing. gov/&sa=U&ei=DxrHUJH4D42K9QScgYGADQ&ved=0CDUQFjAJ&usg=AFQjCNGDCSd3M_00TLQ3BF56GbLXrdA4aw gov/&sa=U&ei=DxrHUJH4D42K9QScgYGADQ&ved=0CDUQFjAJ&usg=AFQjCN http://www.endhomelessness.org/pages/veterans2 VA helps Servicemembers, Veterans, and eligible surviving spouses become homeowners. As part of our mission to serve you, we provide a home loan http://www. guaranty benefit and other housing-related programs to help you buy, build, http://portal.hud. http://www.epa. http://www.epa. http://www.epa. orlandosentinel. http://louisville. http://www.fcs.uga. http://www. http://opr.ca. http://www.law.du. http://portal.hud. repair, retain, or adapt a home for your own personal occupancy. com/search/dispatcher.front%3Fpage%3D5%26Query%3Dsite%253Awww.epa.gov%2520growth%26target%3Dgoogle&sa=U&ei=DxrHUILdEJC49gTJjIHwAw&ved=0CB4QFjAD&usg=AFQjCNH5XEgYcX gov/hudportal/documents/huddoc%3Fid%3Dhhpgm_final_append.pdf&sa=U&ei=DxrHUILdEJC49gTJjIHwAw&ved=0CCoQFjAJ&usg=AFQjCNEU0RUuCguJnza_S0UJI6UAImGLaw gov/smartgrowth/topics/ah.htm&sa=U&ei=DxrHUILdEJC49gTJjIHwAw&ved=0CBUQFjAA&usg=AFQjCNEPpUQ1AgzLv5NR774SsbIZZOT6Eg gov/smartgrowth/pdf/brochure_0906.pdf&sa=U&ei=DxrHUILdEJC49gTJjIHwAw&ved=0CBgQFjAB&usg=AFQjCNHThsSRddL2LPt1_WUW-U63GHEv1A gov/smartgrowth/pdf/2012_0208_creating-equitable-healthy-sustainable-communities.pdf&sa=U&ei=DxrHUILdEJC49gTJjIHwAw&ved=0CBsQFjAC&usg=AFQjCNGoBh0tPPzOXXCRLanIXwpu8lSLpA edu/cepm/Connecting%2520Smart%2520Growth%2520and%2520Brownfields%2520Redevelopment.pdf&sa=U&ei=DxrHUILdEJC49gTJjIHwAw&ved=0CCAQFjAE&usg=AFQjCNFiivv edu/hace/hdrc/private/docs/McDanielFitzgeraldaffordablehousing52005.pdf&sa=U&ei=DxrHUILdEJC49gTJjIHwAw&ved=0CCIQFjAF&usg=AFQjCNHichO9xNotcZB sustainablecommunities.gov/pdf/team-ej-sustainability-deskbook-120110-hires.pdf&sa=U&ei=DxrHUILdEJC49gTJjIHwAw&ved=0CCQQFjAG& gov/docs/StrategiesforSustainableCommunities.pdf&sa=U&ei=DxrHUILdEJC49gTJjIHwAw&ved=0CCYQFjAH&usg=AFQjC edu/documents/rmlui/smart-growth-projects/SmartCode-NaturalDisasters-Report.pdf&sa=U&ei=DxrHU gov/hudportal/documents/huddoc%3Fid%3Dhhpgm_final_append.pdf&sa=U&ei= http://www.benefits.va.gov/homeloans/ http://opitslinkfest. blogspot. com/2012/05/5A smart growth approach to housing—compact in nature, green in design and http: may-rss-snapshotconstruction, and transit-rich in options—can help both communities and their //cleantechnica. http://planetsave. residents be better stewards of the environment and achieve more affordable, com/post. com/post_part1. http://hydro. http://alternative. http://renewable. http://biofuels. http://alternative. part-ii. http://twtkr.olleh. html&sa=U&ei=DxrHUIe6EJTE9gSa-IHoCQ&ved=0CCMQFjAH&usg=AFQjCNEAHtG3t-6omCuHnlKcR0WFjVFh3g livable communities. xml&sa=U&ei=DxrHUIe6EJTE9gSa-IHoCQ&ved=0CBUQFjAA&usg=AFQjCNGnUvMIgacArf8--TJf_Dewrjn-mQ xml&sa=U&ei=DxrHUIe6EJTE9gSa-IHoCQ&ved=0CBcQFjAB&usg=AFQjCNFIOws3Z7klOcx51f182DXqxsTG9Q carboncapturereport.org/cgi-bin//profiler_kml%3Fkey%3Denergy_efficiency%26r%3D1000852708.9117%26pt%3D3%26type%3D2&sa=U&ei=DxrHUIe6EJTE9gSa-IHoCQ&ved=0CBkQFjAC&usg=AFQjCNEcy9yS_jGEJ1wLa carboncapturereport.org/cgi-bin//profiler_kml%3Fkey%3Dnew_jersey_united_states%26r%3D1264121210.20778%26pt%3D5%26type%3D1&sa=U&ei=DxrHUIe6EJTE9gSa-IHoCQ&ved=0CBsQFjAD&us carboncapturereport.org/cgi-bin//profiler_kml%3Fkey%3Dflorida_united_states%26r%3D1203633239.13469%26pt%3D5%26type%3D1&sa=U&ei=DxrHUIe6EJTE9gSa-IHoCQ&ved=0 carboncapturereport.org/cgi-bin//profiler_kml%3Fkey%3Dsweden%26r%3D57445223.570649%26pt%3D5%26type%3D1&sa=U&ei=DxrHUIe6EJTE9gSa-IHoCQ& carboncapturereport.org/cgi-bin//profiler_kml%3Fkey%3Deastern_kenya%26r%3D588304227.241593%26pt%3D5%26type%3D2&sa=U&ei=D com/list/sweetsproducts/sweets&sa=U&ei=DxrHUIe6EJTE9gSa-IHoCQ&ved=0CCYQFjAI&usg=AFQj http://www.epa.gov/smartgrowth/topics/ah.htm That having been said, an excellent way to stave off social implosion is to use less. Less of everything. The majority of energy usage occurs in residential homes, which means that even little things like LED light bulbs can make a big difference if enough people are on board. Clean Technica (http://s.tt/1pAVd) http://www. cruisersforum. http://cleantechnica.com/2012/10/09/energy-efficiency-infographic- Read more at http://cleantechnica.com/2012/10/09/energy-efficiency-infographicsave-money-save-the-world/#xKZrXr7WE5OKdgR6.99 com/forums/f67/financing-a-boat-for-liveaboard-6529.html&sa=U&ei=DxrHUMroD5KG9gTKoID4Cw&ved=0CBUQFjAA&usg=AFQjCNHPHlEmkWua1iK5vWAQHRlGlDev9w save-money-save-the-world/ -------http: http: http: //cheaprvliving. http: //cheaprvliving. http: //cheaprvliving. Just perusing some of the information available online regarding financing a boat, http: http: http: and I see the disclaimer that the banks will not finance a boat as a primary //cheaprvliving. //cheaprvliving. com/Boondocking. //cheaprvliving. //cheaprvliving. com/forum. //cheaprvliving. com/Roberts_Van. http://www. http://www.cruisersforum.com/forums/f67/financing-a-boat-forhttp://www. http://www. html&sa=U&ei=DxrHULv4D4is8ATEj4BI&ved=0CB8QFjAC&usg=AFQjCNGYow_YEVaSCSfPcNuzyINg7ZZZxw html&sa=U&ei=DxrHULv4D4is8ATEj4BI&ved=0CCgQFjAF&usg=AFQjCNGjpSttcv7imIGB0NDx8HxLERYShA html&sa=U&ei=DxrHULv4D4is8ATEj4BI&ved=0CC0QFjAH&usg=AFQjCNG62tSuDDJKeHmR2aoM6l1DOm2KTg residence. Is this universal, and if so, why? com/&sa=U&ei=DxrHULv4D4is8ATEj4BI&ved=0CBUQFjAA&usg=AFQjCNG7MtIkRT7_9kQvyGzJn-ExH-oQVA com/howtoconvertavan.html&sa=U&ei=DxrHULv4D4is8ATEj4BI&ved=0CBwQFjAB&usg=AFQjCNEvgU_qBd31Yy0ZnkUTzpCHYLMpMw com/BuildYourOwnCamper.html&sa=U&ei=DxrHULv4D4is8ATEj4BI&ved=0CCIQFjAD&usg=AFQjCNEFxFFP-TnJWVGiHWxAdjemBa1XnQ com/StealthCargoTrailer.html&sa=U&ei=DxrHULv4D4is8ATEj4BI&ved=0CCUQFjAE&usg=AFQjCNFfLfAv7wXLmrbeMcsRul06Q5dbYw com/Steves_Van_Conversion.html&sa=U&ei=DxrHULv4D4is8ATEj4BI&ved=0CCoQFjAG&usg=AFQjCNHm9sipGfyeDuY7_iYBAXBcHU8z6g liveaboard-6529.html cheaprvlivingforum.com/&sa=U&ei=DxrHULv4D4is8ATEj4BI&ved=0CDMQFjAJ&usg=AFQjCNFIKAzLGOhZnr9EVT2ERHZ6ejjs7w cheaprvlivingforum.com/post/Hi-Im-Bob-owner-of-cheaprvliving.com.-5013446&sa=U&ei=DxrHULv4D cheaprvlivingforum.com/&sa=U&ei=DxrHULv4D4is8ATEj4BI&ved=0CDMQFjAJ& “Twenty years from now you will be more disappointed http://www. by the things that you didn't do than by the ones you did do. amazon.com/FeinSo throw off the bowlines. Sail away from the safe harbor. MultiMaster-FMM- http://tools.blog. http://tools.blog. Catch the trade winds in your sails. Explore. Dream. Discover." globalgiving. globalgiving. http: http: http: http: http: http: http: http://www.esi911. 250QAttributed to Mark Twain Top/dp/B000U8S3QA&sa=U&ei=DxrHUK_mEJCO8wScwoGACw&ved=0CDEQFjAI&usg=AFQjCNEs org/category/uncategorized/&sa=U&ei=DxrHUK_mEJCO8wScwoGACw&ved=0CDoQFjAJ&usg=AFQjCNEvJCVh6Srf87gy1A9g0E7eFrYvqQ org/category/uncategorized/&sa=U&ei=DxrHUK_mEJCO8wScwoGACw&ved=0C //walkslowlylivewildly.com/category/alternative-housing/&sa=U&ei=DxrHUK_mEJCO8wScwoGACw&ved=0CBUQFjAA&usg=AFQjCNERQOpbodb7xqU5kEcQeNZxrPJAGA //walkslowlylivewildly.com/&sa=U&ei=DxrHUK_mEJCO8wScwoGACw&ved=0CBkQFjAB&usg=AFQjCNFNVbkU29RMKJha2K7XhdygRagAmw //walkslowlylivewildly.com/page/2/&sa=U&ei=DxrHUK_mEJCO8wScwoGACw&ved=0CBwQFjAC&usg=AFQjCNHL3gLEhS2SLvdPJpUQuE3ikhx5fg //walkslowlylivewildly.com/category/possessions/&sa=U&ei=DxrHUK_mEJCO8wScwoGACw&ved=0CCAQFjAD&usg=AFQjCNG0C4SJfU9YXL-nf7MP1vY5Y0kzZA //walkslowlylivewildly.com/2009/02/11/a-journey-into-pregnancy-and-birth/&sa=U&ei=DxrHUK_mEJCO8wScwoGACw&ved=0CCQQFjAE&usg=AFQjCNFx2PojJnf9PeYEyglamWy_7W //walkslowlylivewildly.com/2010/05/05/superhooper-giveaway/&sa=U&ei=DxrHUK_mEJCO8wScwoGACw&ved=0CCgQFjAF&usg=AFQjCNGj5NdFYQqns4ujCXPY //walkslowlylivewildly.com/2011/04/05/my-happy-corner/&sa=U&ei=DxrHUK_mEJCO8wScwoGACw&ved=0CCsQFjAG&usg=AFQjCNH84ClvE com/esi/images/stories/PDFs_RoadToReady/RoadToReadyShowHotlinks.pdf&sa=U&ei=DxrHUK_mEJCO8wScwoGACw& http://cheaprvliving.com
1
Brand Development
“Brands must become architects of community.�
Simon Mainwaring
what’s the
B
To solve the myriad of housing crises by reducing the square footage in which we reside. Providing no mortgage or extremely low options to “baby boomers� increasing retirement enjoyment and security. In turn, giving emerging youth the benefit of ownership and not giving way to rent money.
Logo History
6
New Logo Development
7A
Taglines
Back Home.
8
A World of House.
Really Want to
buy Dirt? Truly, Mobile.
MoodBoards “Turtle:” “The name of my project’s company and service is Tortoise Shell Homes. They name their home models after turtles and tortoise varities. Very clever, to advertise and use that animal to build upon ideas and correlations. They even refer to the warehouse and construction facility as “The Nest.” The obvious correlation is with the Tortoise and the Hare fable. But, so much other connections can be made age, wisdom, slow and steady, mystical, oriental, mean, beautiful, graceful, vegetarians, and even funny.” “Mostly, the animals convey a sense of determination and at Tortoise Shell Homes selling under ten homes a year, no doubt to survived as long as it has is nothing but belief and determination.”
“David&Goliath:” “Ever been late on your mortgage? Three months? Ever try to write a federal monies fine art grant? Did you ever have to go ask neighbors for food to feed your kids? These are difficult situations. When face with a giant task and you are under the gun, courage is often all you need in the face of fear. With the housing crisis rising numbers of homeless’ younger generations wanting independence sooner, these are difficult problems. Tortoise Shell Homes is the underdog in the seemingly bloated housing market and practices. It is beyond national insurance companies prerogative to insure Tiny Homes, not enough return on the investment. You can buy one of these homes usurping the banks all together. You can even power them not using commercial available energy sources. If you will, freedom from constraints drawn on many who cannot afford nor want the day-to-day living costs. Sounds like an unwinnable fight if you are to live in this society. An almost absurd idea that you could live without the conventions so many depend on as necessity.”
“Comfort:” “Tortoise Shell Homes in many ways are selling peace of mind. In an effort to stray away from “green” marketing clichés and more importantly, negative association with “green-washing.” TSH would benefit from creating new associations with their product and developing a niche based on the Tiny House model that sold comfort. Although, ecologically minded TSH, competitors have been using this angle for years and business has not been measurably successful. Money savings and financial crisis can be averted through owning a TSH, but affordability can only be stated so many times before it seem cheap as an ideal.”
9
Brand Foundation 10
Design ToolBox
11
Ad Campaign Development
12
Dance in your house.
Media Mix i.
Campaig
Media Design MFA Program MDM620 Design Integration
FaceBook Promotions Contests Relationship Builder
Name:
Scott A Roberts
Date:
May, 19 2013
Twitter Account Sweet Tweets
Title of Campaign Project:
Tortoise Shell Homes
RSS Branch 1. & 2. Syndicate Updates
Telegraph System Lo Fi Social Network Code Name: Beep
WordPress Blog Stories from the TSH
Tra St
Pod Casts TSH Family Favorite Music Google Glass Interactive Video Tour Jingle Video Message Mission and Value Statements
Guerrilla Art Spray Painted Signs TSH Stickers
13i
T-Shirts
Billboard Publicity Stunts Tiny House Built on Board Radio Personality Broadcast
Hand
Custom Art Wor Owner Portraits
gn Media Mix: Tortoise Shell Homes
Internet Base SEO and Analytics
Android & iOS Interactive Apps Tortoise vs Hare Game Virtual 3D Tours of Home Models Website PHP and Ajax Savvy
ansmedia torytelling
QR Code HD Television Commercial
IM Boards Chat Room
rk s
Door Hangers Mini Chalkboards
Positive Message Played When Contacting TSH
d Written Letters
Coffee Table Book
News Paper Articles
Cold Calls
Media Mix ii.
13ii
Infographic
14
Tortoise Shell Homes PORTABLE TINY HOMES
Synopsis
To promote a solution of the many housing dilemmas by dramatically reducing the square footage in which we live. Providing a home that can be moved to any destination; whether, for scenic value, affordability, or profitable job markets.
Average cost:
÷
Big Goal
$23, 000 Average Cost
To solve the myriad of housing crises by reducing the square footage in which we reside. Providing no mortgage or extremely low options to “baby boomers” increasing retirement enjoyment and security. In turn, giving emerging youth the benefit of ownership and not giving away rent money. Enabling the oppurtunity to travel and pursue dreams.
$272,000 Average Cost + 4.25% x 30 year loan ($209,704)= $481,704
Average income: The average monthly Social Security benefit for a retired worker was about $1,230 at the beginning of 2012. For a married couple each receiving the average amount, that's a retirement income of just under $30,000 per year. Add to that a modest nest egg of $250,000, and that could bring your retirement income to around $40,000 per year.
Average sqft home:
1525 sqft in1973
2306 sqft in 2012
Sustainable Competitive Advantage Recreating a “dynamic american dream, although through seemingly drastic measures, when has a revolution ever not involved a complete rethinking the seed is the differentiation in square footage average home is 2400 sq foot ours 400 square feet the sustainable advantage is the growth of communities based on survival not conquest.
Unique Selling Propistition The only full service tiny house company to create a bigger life by living small.Changing the way we see success by eliminating overly excessive living expenses of large homes and uninvested rental properties. Providing oppurtunity for home ownership and financial security. If the job market is failing you, TSH Homes move to more lucrative locations.
Key Tenets Modest Quality Mobile `
Primary Product & Services
Tag Lines A World of House. Let it Ride. Do you want to buy dirt?
Portable Homes Custom affordable structures Blueprints Energy solutions Sustainable building materials
But for many seniors, whose earnings have fallen dramatically since leaving the workforce, financing options are more limited. In fact, 9.5 million households headed by someone over the age of 65 spend more than 30 percent of their income on mortgage or rental costs, leaving little left over to cover the cost of even basic maintenance that can greatly impact safety in the home. Even worse, some 5.1 million senior households spend more than half their income to cover housing costs.
How to learn This: Defining Client Needs Brand Development
Primary Target Audience
Effective Copywriting
younger set to retirees ages 18-72 male or female 1 to 3 person families $11,139-$66,707 AAS equal opportunity environmentally conscious low-income and fixed income
Design Research Organizational Structures Design Strategies and Motivation Design Integration Multi-Platform Delivery Measuring Design Effectiveness Thesis: Presentation of Design Solution Ethics of Design http://www.fullsail.edu/degrees/online/media-design-mfa
Top 10 Destinations in US Louisville, Kentucky Fairbanks, Alaska San Juan Islands, Washington Philadelphia, Pennsylvania American Samoa Eastern Sierra, California Northern Maine Twin Cities, Minnesota Verde Valley, Arizona Glacier National Park, Montana
Logo:
Logo:
original
revision
Tortoise Shell
Homes
What to Do:
A World of House.
Font Selection: Bookmen Old Style 12 pt ABCDEFGHIJKLMNOPQRTSUVXYZ abcdefghijklmnop 0123456789 cca675
af8655
966a3
97f5122
683c11
8d1d13
69230e
361b15
Lainie Day 12 pt ABCDEFGHIJKLMNOPQRTSUVXYZ abcdefghijklmnop 0123456789 Station 12 pt ABCDEFGHIJKLMNOPQRTSUVXYZ ffeda9
ffdd15
feca2d
eea7e03
0096d4
d92e15
ffffff
000000
abcdefghijklmnop 0123456789
Color Selection: Image and Media Development:
Logo
www.latimes.com www.census.gov www.nahb.org http://www.lonelyplanet.com/usa/travel-tips-and-articles/7753
Standards
Standards
Primary Logo
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Inspiration + Turtle Shell
How to use Logo • Offer a horizontal and vertical format • Positive and Negative availible options • Color version must not be altered
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Theme Components Tortoise Shell Homes.™ A World of House.™ tagline is to be used in conjunction with the corporate trademark, but does not replace the corporate trademark. The space between the elements should not be modified.
Logo Fonts
Script ina 18
Bookman Old Style Regular
Treatment Logotype
19
Symbol Header
A World of House.
Sub-Header
Tag Line
Symbol
The symbol is a riff on the scutes of a tortoises carapace.
Header
Bookman Old Style Font naming company. Custom koerning and leading snugs the words into the symbol.
Sub-Header
Homes is what TSH really does, but may be replaced with the word trailer. Any future offerings may be assigned as well.
Tag Line
A World of House period. This makes light of the reduced square footage of a tiny home. Also, inferring the mobility and oppurtunity to move these structures anywhere in the world.
Treatment Logomark
effect
grunge
saturate
squash
shadow
stretch
emboss
spin
Caution.
just be cool. 20
Cool.
R= 211 G= 129 B= 48
C=04 M=59 Y=100 K=00
Clear Space Requirements
21
244px
244px
The clear space requirement is designed to maintain the integrity of the logo. This ensures visibility and legibility.
DO NOT • use patterns in the clear space • use off-brand colors in the clear space • allow text inside the clear space • use graphic elements inside the clear space
Brand Typefaces Swansea was created in 1993 by Roger White. Often to compared to
Helvetica but most noticably a free use font. The ubiquitous nature of this style of font works well for readability, legibility, and a familiar nature. Hence, a perfect choice for the multi media avenues TSH has embarked upon.
Station Medium
is a san-serif typeface by French Graphic Designer Anthony Bossard. The rounded details of the letters give Station a cool feel, while the lack of structure provides whimsy and a sense of humor. Providing a balance to the crisp Bookman typeface.
Bookman Old Style typeface, owes much to caligraphy
roots, yet; show a marked departure from simply mimicking the handwriting of earlier Italian scholars and scribes. Known as one of the most exciting periods in type history. The Old Style (or Garalde) types start to demonstrate a greater refinement—to a large extent augmented by the steadily improving skills of those who made letters for printing presses. As a consequence the Old Style type s are characterised by greater contrast between thick and thin strokes, and are generally speaking, sharper in appearance, more refined. Bookman Old Style is meant to ellude to a respectable and classic feeling. A serious side to the Tortoise Shell Homes Brand.
Lainie Day
appears as the sub-head in the logo-mark. This font should only be used only for elegant flourishings in defining brand identitys sub-header. This script font may be used only with authorization from brand director in any occuring media.
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Swansea Station Bookman Old Style
Lainie Day
A midst a sea of wonder.
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Brand Color Palette
colors ahead
R= 251 R= 249 R= 241 R= 211 R= 212 R= 152 R= 191 R= 118 R= 86 R= 45 R= 00 R= 255
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G= 233 B= 165 G= 219 B= 69 G= 198 B= 75 G= 129 B= 48 G= 100 B= 53 G= 92 B= 60 G= 61 B= 44 G= 34 B= 32 G= 36 B= 23 G= 25 B= 23 G= 158 B= 213 G= 255 B= 251
C=00 M=06 C=00 M=11 C=00 M=22 C=04 M=59 C=00 M=76 C=25 M=70 C=07 M=92 C=28 M=98 C=35 M=90 C=53 M=78 C=97 M=12 C=00 M=00
Y=43 K=00 Y=90 K=00 Y=87 K=00 Y=100 K=00 Y=92 K=00 Y=86 K=14 Y=100 K=01 Y=100 K=32 Y=98 K=52 Y=71 K=78 Y=05 K=00 Y=00 K=00
Solutions
4.0
SOLUTIONS
ADVERTISING Simple Snarky Questions?
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see more on pg 12
SIGNAGE
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WEBSITE
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Websites and our Opinion “Virtual showroom. Build a website to serve as a virtual showroom. It’s one of the best advertisements there is. Use it when people call to ask details about your company, your products or your services.” ”Are you sitting in front of a computer? Good.” Most people will be, or can easily walk across the room to one. “”Now go to Blahblah.com. Yeah, that’s me, there on the right. Now click the button that says” “’Equipment.’ See that second photo?...”” Think of this website as a place where you sit down to talk with interested prospects. Make sure the virtual showroom is equipped with all the same tools and props as your physical showroom. You’ll be shocked what it does for” Our purpose is the conversion rate of inquiries, education and fun.
GUERILLA
was here
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“Marketing is not an event, but a process . . . It has a beginning, a middle, but never an end, for it is a process. You improve it, perfect it, change it, even pause it. But you never stop it completely.� Jay Conrad Levinson
VEHICLE GRAPHICS
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In a year Don and Susan Rollings drove across the country two times. Along the way and in this incredible journey their TSH was right behind them. Susan said they spent more time talking about the tiny house than they did the natural grand wonders of the United States. “People are just so intrigued.�
APPAREL What adult doesn’t own one?: a T-shirt that heralds a university, sports team, musical group or favorite vacation spot. When you think about it, the commercial transaction should really be the other way around; these entities ought to pay you because you’re essentially serving as a human billboard, advertising their enterprise to everyone you see.
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MERCHANDISE Eyes may be the window to the soul, but doors are openings to business.
BROCHURE
“However far your travels take you, you will never find the girl who smiles out at you from the travel brochure.�
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SOCIAL MEDIA
33
Four Good Rules of Social Thumbs 1. Be Authentic: Be original and genuine in approach, personality and voice. U.S. News blogger Hannah Morgan said, "There are two key things for the entrepreneur to ask him or herself: 'What network takes advantages of my skills and would be a good place to showcase what I know?' and 'Where are my potential clients and customers spending their time online?'" 2. Remain Relevant: Have a point of view and continuously monitor trendsetting changes in consumer behavior. While you want to maintain your original and genuine approach, any and all social media strategies must be in response to what customers or prospects want or need. The most important factor here is to listen. Get on social media sites and websites relevant to your brand, product or service... and listen! A great example of this is how Oreo leveraged the blackout during the Super Bowl. When they tweeted "You can still dunk in the dark," they captured the moment and sparked conversation nationwide. Now that is relevant. What's more, their tweet translated into real results, with 15,811 retweets and an increase in 2,200 followers. 3. Be Persistent: Be smart on the frequency of messages. You should ensure your frequency is moderated and appropriate to the needs of those you are trying to reach as well as the channel you are using to reach them. Ted Rubin, CMO of Collective Bias, said: "People are being sold on social media as a place to generate leads, but it's really a place to build loyalty, answer customer service questions and to build a community." This takes time and commitment, and they require the creation of trust between you and the customer. The payoff -- trust leads to loyalty, which leads to increased engagement and spending. Ultimately, it's about quality, not quantity. 4. Be Consistent: Use the same perspective and tone across all mediums. This requires that all stakeholders working with your brand have the same approach on social media that they would have elsewhere. Communication on social media should be consistent with your brand's core values and the way you build relationships with customers outside of the social marketplace.
VIDEO & MOTION
GRAPHICS
34
“Film & Video Media”
“-According to Retail Touchpoints, the Step2 Company found that shoppers who viewed video were 174% more likely to purchase than viewers who did not. (Retail Touchpoints Channel Innovation Awards,” “2012)” “-Visitors who view product videos are 85% more likely to buy than visitors who do not. (Internet Retailer, April 2010)” “-Ice.com found that viewers who chose to view video converted at a” “400% increase over those who did not. Ice.com also credits video with decreasing returns by 25%. (Internet Retailer, Decembe 2009)”
References
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