NEIGHBORLY
BRAND GUIDELINES
MARCH 2017
23
CUSTOMER SEGMENTS: ELIZABETH
Elizabeth (Optimizer) 36, Metropolitan 1-5 maintenance/improvements per year. Purchased within last 5 years. Elizabeth and her husband are in the prime years of laying the foundation for their future. They have two young children and recently purchased an older home with loads of charm. While they dreamed of doing years of DIY projects, they have done a few and quickly learned their limits. It’s not that they are against picking up a hammer, it’s simply that
they have discovered managing improvements is more efficient and just as fulfilling, especially given their schedule. They are juggling a lot of life responsibility: young children, aging parents, and careers.
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