E*TRADE Financial Corporation today announced that E*TRADE Securities LLC has unveiled a new 30-second “Talking Baby” advertisement which will run during the NBC^®television network broadcast of Super Bowl XLVI.

The Super Bowl spot, entitled “Fatherhood,” features the E*TRADE Baby reassuring a nervous new dad about planning for his newborn daughter’s future with help from Financial Consultants at E*TRADE.

“As we celebrate our 5th year with the E*TRADE Baby, we’re focused on building on our momentum by ensuring the campaign remains memorable and iconic, and also says something new about E*TRADE’s offerings. With that in mind, this year’s approach features the Baby interacting with people facing important real-life events that trigger a need to consider investing,” said Nick Utton, Chief Marketing Officer of E*TRADE Financial Corporation.

“While E*TRADE is well-known for leading trading products, our new ad highlighting Financial Consultants provides a new perspective on the wide breadth of products, services and people available to help investors meet their long-term financial planning needs,” said Utton.

The Baby ad is part of a comprehensive new marketing campaign spanning television, print, online and social media, which includes:

• A second new Baby television spot called “Best Man“
• A series of Investing Solutions television commercials, launching in February, showcasing E*TRADE 360, Retirement and E*TRADE Pro
• Print and online executions aligned to the recently launched new etrade.com website
• Online advertising integration with key sites including CNNMoney.com™ and WSJ.com^®, MSN.com™, Yahoo!^®, Google^®, YouTube^®, Facebook^® and Twitter^®
• Fully integrated social media campaign featuring a “Top Ten Baby Moments” video, YouTube brand page, and Facebook and Twitter elements

E*TRADE has:

• Over 60 million total views and over 28,000 subscribers on YouTube
• More than 92,000 Facebook Baby and Corporate pages fans
• Nearly 13,000 Twitter followers
• Ranked #1 in generating online buzz for its 2011 ‘Tailor’ television spot¹

The campaign was created by Grey New York, E*TRADE’s advertising agency of record since 2007.

Important Disclosures and Trademark Attributions

1. Zeta Interactive, 2011 Zeta Buzz Awards, January 24, 2012

E*TRADE FINANCIAL, E*TRADE and the E*TRADE logo are registered trademarks of E*TRADE FINANCIAL Corporation. ETFC-G

Super Bowl is a registered trademark of the NFL and is used here for factual purposes only. E*TRADE FINANCIAL Corp. and its affiliates are not affiliated with the Super Bowl.
NBC is a registered trademark of NBC Universal Media, LLC.
CNNMoney.com is a trademark of Cable News Network, Inc.
WSJ.com is a registered trademark of Dow Jones & Company, Inc.
MSN.com is a trademark of Microsoft Corporation.
Yahoo! is a registered trademark of Yahoo! Inc.
Google is a registered trademark of Google, Inc.
YouTube is a registered trademark of Google, Inc.
Facebook is a registered trademark of Facebook, Inc.
Twitter is a registered trademark of Twitter, Inc.

You must be 18 years of age to open an E*TRADE Securities account.

About E*TRADE Financial
The E*TRADE Financial family of companies provides financial services including online brokerage and related banking products and services to retail investors. Specific business segments include Trading and Investing and Balance Sheet Management. Securities products and services are offered by E*TRADE Securities LLC (Member FINRA/SIPC). Bank products and services are offered by E*TRADE Bank, a Federal savings bank, Member FDIC, or its subsidiaries. More information is available at www.etrade.com.

© 2012 E*TRADE Financial Corporation. All rights reserved.

Home theaters are no longer only an extravagance for the rich and famous. Thanks to more affordable technology, many families are enjoying a true movie theater experience without leaving home. If you’re thinking about building a home theater, let HGTV walk you through the steps.

Tip 1: Spend an hour with a pro.

Invite a realtor or interior designer over to check out your home. Many realtors will do this as a courtesy, but you will probably have to pay a consultation fee to a designer. Check with several designers in your area; a standard hourly fee is normally less than $100, and in an hour they can give you lots of ideas for needed improvements. Even small suggested improvements, such as paint colors or furniture placement, can go a long way toward improving the look and feel of your home.

Tip 2: Inspect it.

Not every home improvement is cosmetic. Deteriorating roofs, termite infestation or outdated electrical systems — you can’t fix it if you don’t know it’s broken. Hire an inspector to check out the areas of your home that you don’t normally see. They may discover hidden problems that could negatively impact your home’s value. Small problems (such as a hidden water leak) can become big, expensive problems quickly; the longer you put off repairs, the more expensive those repairs will be.

Tip 3: Paint, paint, paint.

One of the simplest, most cost-effective improvements of all is paint! Freshly painted rooms look clean and updated — and that spells value. When selecting paint colors, keep in mind that neutrals appeal to the greatest number of people, therefore making your home more desirable. On average, a gallon of paint costs around $25, leaving you plenty of money to buy rollers, painter’s tape, drop cloths and brushes. So buy a few gallons and get busy!

Tip 4: Find inspiration.

An alternative to hiring a designer is to search for remodeling and decorating inspiration in design-oriented magazines, books, TV shows and websites. Simply tear out or print off the ideas you want to try and start your to-do list. Keep it simple — when remodeling on a tight budget, do-it-yourself projects are best.

Tip 5: Cut energy costs.

The amount of money you spend each month on energy costs may seem like a fixed amount, but many local utility companies provide free energy audits of their customers’ homes. They can show you how to maximize the energy efficiency of your home. An energy-efficient home will save you money now, which can be applied to other updates, and is a more valuable and marketable asset in the long run.

Tip 6: Plant a tree.

If you aren’t planning to sell your house today, plan for the future with a landscaping improvement that will mature over time. Plant shade trees — not only will mature trees make your home more desirable but a fully grown, properly placed tree can cut your cooling costs by as much as 40 percent. Mature landscaping is also good for the environment, providing a necessary habitat for wildlife while adding valuable curb appeal to your home.

Tip 7: Low-maintenance landscaping saves you money now, adds value when you sell.

No question that shrubs and colorful plants will add curb appeal to any home, but when shopping at your local garden center, make sure that you “think green.” Purchase plants that are native to your region or plants that are drought-tolerant; these require less water and maintenance, which means more savings to you and more green in your wallet.

Tip 8: Add a money-saving luxury.

Speaking of water, here’s another way to tap into extra savings; install a water filtration system in your kitchen. Not only do these systems purify your water, they will also lower your grocery bills — no more bottled water. A water filtration system is an inexpensive addition, but it’s the sort of small luxury that homebuyers love.

Tip 9: Improve the air quality inside your home.

Air quality isn’t just about the conditions outdoors. If you have older carpets in your home, they might be hiding contaminants and allergens. The first step to determine if these need replacing is to hire a professional company to test your indoor air quality. If the results prove that your carpets should be replaced, choose environmentally friendly natural products like tile or laminate floors. Hard-surface floors are much easier to keep clean, don’t hold odors, give your home an updated look and, in general, are more appealing to buyers.

Tip 10: Save the popcorn for the movies.

Finally, what’s on your ceiling? Few structural elements date a house more than popcorn ceilings. So dedicate a weekend to ditching the dated look and adding dollar signs to the value of your home. This is a project you can tackle yourself. First, visit your local hardware store for a solution to soften the texture, then simply scrape the popcorn away. Removing a popcorn ceiling may not seem like a big change but one of the keys for adding value to your home is to repair, replace or remove anything that could turn buyers away.

Tip 11: A messy lawn creates a bad first impression.

Overgrown or patchy lawns and outsized bushes will cause your home to stand out — in a bad way. The good news is that taming your jungle is an easy fix. For a few hundred dollars, hire a lawn service company to trim your lawn and shape your hedges. Your curb appeal will go from messy to maintained without blowing your budget.

Tip 12: Cleanliness counts.

The old adage that you only get one shot at a first impression is true. So, make the interior of you home shine from the moment someone walks through the door. For less than $400, hire a cleaning service for a thorough top-to-bottom scrubbing. Even if you clean your home regularly, there are nooks and crannies that you may miss or overlook. Let a cleaning service do the dirty work to really make your home sparkle.

Tip 13: Visually increase your home’s square footage.

The size of your home dramatically affects the value, but square footage isn’t the only space that counts. Visual space or how large a home feels also counts. The key is to make each room in your house feel larger. Replace heavy closed draperies with vertical blinds or shutters to let light in — a sunny room feels larger and more open. Also, try adding a single large mirror to a room to visually double the space. Finally, clear the clutter. The more clutter, furniture and plain old stuff you have in a room, the more cramped it will feel. For less than $400, add an attractive shelving unit to an underused space and store your clutter out of sight.

Tip 14: Add new energy-efficient fixtures.

A functional, decorative ceiling fan is a beautiful thing. It provides necessary light and, in warm months, creates a soft breeze reducing the need for expensive air conditioning. But, an outdated, wobbly, loud or broken ceiling fan is a useless eyesore. Replace old fixtures with new ones to make your home more enjoyable for you now and to increase the bottom line should you decide to sell.

Tip 15: Even small changes in the bathroom equal a big return.

A great room to update for less than $750 is the bathroom. The two rooms that benefit most from even small renovations are the kitchen and bathroom. One cost-effective change — like replacing an outdated vanity, old plumbing and lighting fixtures or adding a new tile floor — will guarantee a lot of bang for your buck and give your bath an updated, modern look.

Tip 16: Any kitchen update equals added value.

The same rule applies in the kitchen. You don’t have to start from scratch to create a winning recipe. For maximizing your home’s value, kitchen updates are key. Start by swapping out just one item, such as a stained sink or ancient microwave for shiny new stainless models. Even small kitchen updates will add big value to your home.

Tip 17: Replace any worn carpets or area rugs.

Take a look at your home’s soft flooring. Are your carpets and area rugs stained or worn? Nothing turns buyers off more than the thought that they will immediately need to replace all of the flooring in a home. Ideally, you may want to replace them all, but if a limited budget puts a snag in that plan, start by replacing the carpet in the room that shows the most wear and tear and replace the others as your finances allow.

Tip 18: Keep up with regular maintenance and repairs.

Walk around your home and make a list of all the little things that are broken or in need of repair. Individually, small repairs might not seem important, but if every room has just one thing wrong, those small things will add up to create the impression that your home has been neglected. If you don’t feel comfortable tackling the repairs yourself, hire a handyman for a day and watch your “to do” list disappear. Staying on top of maintenance today eliminates problems down the road should you decide to sell.

Tip 19: Get help with getting organized.

Hire a professional organizer for a day. They will show you how to organize various rooms in your home and teach you tricks for keeping it organized. How does this increase your home’s value? Simple — a clutter-free home appears cleaner and larger, which is more attractive to homebuyers and therefore more valuable.

Tip 20: Go tankless.

Upgrade your standard water heater for a tankless model. Most old-fashioned water heaters keep 50 or so gallons of water hot, seven days a week, 24 hours a day, whether you use the water or not. Tankless water heaters heat only the water you need as you need it. Not only will they save you money now, but they’re an eco-friendly and cost-effective update that today’s homebuyers are looking for.

Tip 21: Upgrade your appliances.

Eighty-six the old-school appliances for sleek new energy-efficient ones. An appliance with an Energy Star label has been certified by the government to use 10-50 percent less energy and water than conventional appliances. Matching stainless appliances will not only look great now, but will make your home shine brighter than the competition should you decide to sell.

Tip 22: Go for the green.

Everyone loves a yard with thick, green grass. For less than $1000, in a weekend’s time, you can replace your existing patchy mix of weeds and grass with fresh new sod. You’ll be amazed at the difference this one change will make in your home’s curb appeal and value.

Tip 23: Update your home’s entrance.

The look of your front door and entrance play heavily into the overall curb appeal of your home. As visitors enter, the front door serves as the transition into your home and is part of their first impression. Entry doors are architectural components that should complement your home’s overall design, not detract from it. If your existing front door isn’t up to par, head down to your local home improvement store for a more energy-efficient and attractive replacement. Whether you choose a solid wood door or one with decorative stained or cut glass panels, a welcoming entrance will definitely increase your home’s bottom line.

Tip 24: Brighten up.

A “bright” way to increase the value of your home is to lighten up. Adequate lighting in a home makes a big difference. Not only does a bright, well-lit room feel more cheerful but it also makes spaces feel larger and cleaner. A well-lit room also shows that you have nothing to hide, so should you decide to sell, prospective buyers will feel at ease when touring your home. Hire an electrician to add recessed lights to a dim kitchen or family room or to brighten up a formal dining or living room with elegant sconces. You’ll enjoy the bright effect now and your home will feel warmer and more welcoming to homebuyers.
Tip 25: Bring the outdoors in.

Consider turning two standard windows into an opening for beautiful French or sliding glass doors. Full-view glass doors really brighten up the space and a light and airy room is always more attractive. Also, with a view of the outdoors, the room will feel much larger. Another bonus is that modern doors are energy-efficient, cutting down on heating and cooling costs. That means more cash in your pocket now and a financial bonus should you decide to sell.

Tip 26: Add closet or garage storage.

Realtors agree that top on most homeownes’ list of wants is ample storage space. For less than $5,000, consider upgrading your home’s storage by adding custom shelving systems to a closet or garage. The first step to really getting organized is de-cluttering. Start by sorting your belongings, then stash them away in your new organized closet or garage to really maximize your home’s value.
Tip 27: Resurface concrete.

Replacing the cracked concrete surfaces around your home can cost a small fortune. But for a fraction of that cost, concrete can be resurfaced in a multitude of colors and finishes. Consider adding a cobblestone finish to your driveway, a brick look to an old walkway or a slate finish around the pool or patio. Whichever texture you choose, it will be a huge improvement over standard concrete and potential homebuyers will really take notice.

If this story doesn’t ring a bell, it will… as the Alabama Gulf Coast Zoo announces a construction project, already underway, unlike any other in the world. For the first time in history, a zoo will be built from the ground up that will define every aspect of the term Green. Not only will it become the ultimate in sustainability, but also provide a new, almost entirely “hurricane‐proof” home to the 400 animals that currently live at the Alabama Gulf Coast Zoo.

Scheduled to unveil Fall 2012, the “new” Alabama Gulf Coast Zoo will strive for the highest recognition in environmental sustainability through LEED Platinum certification (nationally accepted benchmark for the design, construction and operation of green buildings). Structures and materials used will be non‐toxic, natural or organic, biodegradable and recyclable. An array of alternative power sources will be implemented using strategically placed solar panels, wind turbines, geothermal energy (ground source heating pumps), ultraviolet light, and propagated algae as a biofuel.

The zoo will supply its own water via captured runoff collection in basins, wells and reservoirs, in addition to growing some of its own food through hydroponic and aeroponic gardening. Waste and sewage management will be controlled on‐site through composting, recycling, and incineration. In essence, this “Amazing Green Zoo” will become its own living, breathing eco‐system!  “Our goal is to achieve as close to a zero‐carbon footprint as is attainable given our zoo’s diverse population of inhabitants and their living requirements,” explains Zoo Board Chairman Steve Jones. “We want to send the message that if “going green” is possible for a zoo, then it’s achievable for communities everywhere.”

While employing the latest Green methods and technologies behind‐the‐scenes during daily operations of the facilities, the zoo will also reveal some of its inner workings through educational displays and exhibits to help visitors understand how the future is being brought into the present.

Zoo Designer Dennis Thomas, comments, “We aren’t re‐inventing the wheel, we’re simply harnessing the green products and practices that already exist and are successful, and applying them here. Using natural resources, such as sun, wind, water, steam, organic and natural elements to create a healthy and safe environment for animals not only makes sense for them, but for us as a planet.

Taking on new challenges is nothing new for the tenacious Alabama Gulf Coast Zoo and its director of fourteen years, Patti Hall. Having performed three remarkable rescue operations, Hall and her staff became recognized as heroes. After the first encounter with Hurricane Ivan, Peter Jennings named Hall Person of the Week on Nightly News, and interviews on CNN, Good Morning America, People magazine and many other news outlets across America ensued.

Patti Hall simply states, “We all knew what our purpose was and that was to save those animals’ lives no matter what. All that we’ve gone through, everything we do now is for the wellbeing of our animals, first and foremost. They are unbelievable motivators.”

By 2006, the zoo’s tumultuous experiences led to something hopeful. Through a Los Angeles television producer’s efforts, their astounding story of evacuations and rebuilding led to a heartwarming series on the cable network Animal Planet titled “The Little Zoo That Could.” Donations poured in as viewers witnessed, first hand, the inspiring dedication of Hall and her staff trying to make a comeback to repair the zoo. Hope turned into success and the zoo was able to open its doors 14 months after being completely destroyed. The Alabama Gulf Coast Zoo became a “must see” place on the map and tourism came roaring back for the town of Gulf Shores and its neighboring communities who were still recovering from the hurricanes.

While the zoo is now a well‐known attraction, Hall is fully aware that one more powerful storm is all it takes to put the Alabama Gulf Coast Zoo back at ground zero. But that worry isn’t going to last very long, thanks to local businessman Clyde Weir and his daughter Andrea Weir Franklin. In 2006, they generously gifted the zoo with 25 acres of prime real estate, four miles inland on elevated flood‐proof terrain.

Having been touched by the TV series, these animal‐lovers were happy to donate the land towards a brand new zoo. Building a new facility became complicated over the years by the long‐term commitments and financial resources required by a non‐profit zoo. In a region hit by natural disasters, then struck by a man‐made disaster ‐ the oil spill, Hall needed a new jumpstart and forward‐thinking design plan. Kismet stepped in once again, when Hall “bumped into” one of the country’s most innovative theme‐park designers,Dennis Thomas, in a parking lot…everything happens for a reason. The eventual result of this fortuitous meeting is one for the history books…“THE WORLD’S FIRST ENVIRONMENTALLY SUSTAINABLE ZOO BUILT FROM THE GROUND UP.”

It’s also a story ready to be brought back to television. Los Angeles‐based producers, Ivan’s Ark Productions in association with Silly Monkey Media, have developed a new series called “Amazing Green Zoo.” It will focus on the latest adventures of Hall and her team at the Alabama Gulf Coast Zoo as they learn to go Green!

The new Alabama Gulf Coast Zoo will be located at 20499 Oak Road in Gulf Shores, Alabama. The zoo will sit on elevated terrain protecting it from flooding due to hurricane storm surge and the entire facility will be constructed to withstand Category 5 hurricane winds. www.alabamagulfcoastzoo.org

The Office of the Special Inspector General for the Troubled Asset Relief Program (SIGTARP), the Consumer Financial Protection Bureau (CFPB), and the U.S. Department of the Treasury today announced the creation of a joint task force to combat scams targeted at homeowners seeking to apply for the Home Affordable Modification Program (HAMP). SIGTARP, the CFPB, and Treasury have partnered to protect taxpayers by investigating and shutting down these scams and by providing education programs to vulnerable homeowners. The joint task force today issued a consumer fraud alert to protect homeowners from HAMP-related mortgage modification scams. The fraud alert will also be provided directly to homeowners eligible for HAMP.

The consumer fraud alert is available below and online at:
Consumer Fraud Alert

“The goal of our consumer fraud alert is to empower homeowners with the knowledge of how to recognize and avoid these scams,” said Christy Romero, Deputy Special Inspector General for SIGTARP. “These scams prey upon the most vulnerable homeowners as they desperately hold out hope of saving their homes. SIGTARP, the CFPB, and Treasury want to make sure that homeowners know a scam when they see one and know where to turn for help. SIGTARP will work with the CFPB and Treasury in this joint task force and with other law enforcement partners to shut down these scams and to ensure that the perpetrators pay for their crimes.”

“Mortgage scams harm not only homeowners but legitimate businesses and the market as a whole,” said Richard Cordray, Chief of Enforcement for the CFPB. “By joining forces with SIGTARP and Treasury, the CFPB hopes to protect Americans and the integrity of one of the largest consumer financial markets in the U.S.”

“Treasury is fully committed to working with SIGTARP and the CFPB to shut down mortgage scams that falsely represent themselves as government programs,” said Treasury Assistant Secretary for Financial Stability Tim Massad. “This new initiative builds on the work we have done with SIGTARP to date and other collaborative efforts throughout the federal government to educate homeowners about scams so they can protect themselves and their homes.”

SIGTARP, the CFPB, and Treasury investigate mortgage modification schemes, among other things, in which companies charge struggling homeowners a fee in exchange for false promises of lowering the homeowner’s mortgage debt or payments through HAMP, a foreclosure prevention program funded by the Troubled Asset Relief Program (TARP) and administered by the U.S. Department of the Treasury.

Consumer Fraud Alert

Homeowners struggling to make their mortgage payments should beware of con artists and scams that promise to save their homes and lower their mortgage debt or payments.

If you are struggling to pay your mortgage and are seeking a mortgage modification, keep the following tips in mind:

You can apply to the federal Home Affordable Modification Program (HAMP) on your own or with free help from a housing counselor approved by the U.S. Department of Housing and Urban Development (HUD). Applying to the program is always FREE. For more information on how to apply, call the Homeowner’s HOPE™ Hotline at 1-888-995-HOPE (1-888-995-4673) or visit www.MakingHomeAffordable.gov.

Only your mortgage servicer has discretion to grant a loan modification. Therefore, no third party can guarantee or pre-approve your HAMP mortgage modification application.

1. Beware of anyone seeking to charge you in advance for mortgage modification services – in most cases, charging fees in advance for a mortgage modification is illegal.
2. Paying a third party to assist with your HAMP application does not improve your likelihood of receiving a mortgage modification.
3. Accordingly, beware of individuals or companies that ask you for payment and tout success rates or claim to be “experts” in HAMP.
4. If an individual or company claims to be affiliated with HAMP or displays a seal or logo representing the U.S. government in correspondence or on the Web, you should check the connection by calling the Homeowner’s HOPE™ Hotline.
5. Beware of individuals or companies that offer money-back guarantees.
6. Beware of individuals or companies that advise you as a homeowner to stop making your mortgage payments or to not contact your mortgage servicer.

Financially troubled homeowners can avoid scams by working with a HUD-approved housing counselor to understand their options and to apply for assistance. Assistance from HUD-approved housing counselors is free, and homeowners can reach them by calling the Homeowner’s HOPE™ Hotline at 1-888-995-HOPE (1-888-995-4673) or by visiting www.MakingHomeAffordable.gov.

About SIGTARP

The Office of the Special Inspector General for the Troubled Asset Relief Program investigates fraud, waste, and abuse in connection with TARP.

If you suspect that you may have been a victim of a mortgage modification scam related to HAMP or to report other suspected illicit activity involving TARP, dial the SIGTARP Hotline: 1-877-SIG-2009 (1-877-744-2009).

About CFPB

The Consumer Financial Protection Bureau is a 21st century agency that helps consumer finance markets work by making rules more effective, by consistently and fairly enforcing those rules, and by empowering consumers to take more control over their economic lives. For more information, visit the CFPB Web site at www.ConsumerFinance.gov.

About Treasury

The U.S. Department of the Treasury’s mission is to maintain a strong economy and create economic and job opportunities by promoting the conditions that enable economic growth and stability at home and abroad, strengthen national security by combating threats and protecting the integrity of the financial system, and manage the U.S. Government’s finances and resources effectively. Treasury administers the Home Affordable Modification Program (HAMP) which is designed to help homeowners prevent avoidable foreclosures.