Copy Platform

Ad subject: Cornerstone Community

Ad problem: College students want a sense of community without having to live on campus or buy a house.

Product characteristics:

• Apartments, Townhomes, Houses, Condos, and the fully furnished Vue
• Ample amenities – running trail, swimming pool, playground, well lit sidewalks and more
• Opportunities for shopping, eating, and working
• Auburnlea Farms Corner Market – local and organic grocery store, butcher, café, and soda shoppe
• Sweet Peas Children’s Consignment and Salvaged Adult Consignment Stores
• The T-Room, Fox’s Den Pizza and The Bean Tree Café
• Maven Salon
• Liberty bus system to take you to and from class

Advertising objective: To give the target audience an off campus experience of a lifetime with variety and amenities.

Target audience: College student’s ages 18-25 who are looking for a new Liberty college experience.

Competition: No other apartment complex or neighborhood offers every kind of complex in one community. Even the Vue is included in Cornerstone.

Statement of benefit or appeal:

·      Liberty bus running to and from Cornerstone on a frequent schedule

·      Live alone or with friends, something for everyone

Creative theme:

·      The right home, at the right price!

Supportive selling points:

·      5 different housing options in one convenient community

·      It’s like a town inside a town

 Sponsored AD

WANT TO MOVE OFF CAMPUS BUT CAN’T DECIDE WHERE TO GO?

 

Choose Cornerstone, THE RIGHT HOME AT THE RIGHT PRICE!

About Cornerstone:

Cornerstone Community is the perfect place to live, work, eat and play. With five different housing options, including the fully furnished Vue apartments, there is sure to be something for everyone.

Cornerstone is on its way to becoming Lynchburg’s fastest growing community. With housing for approximately 2,500 people, Cornerstone is big but will fill vacancies quickly. In addition to housing, Cornerstone is home to various local businesses such as – Fox’s Den Pizza, Maven Salon, Sweet Peas and Salvaged consignment boutiques, Auburnela Farms Corner Market, and the T Room famous for their “Cheesy Westerns”.  

List of Cornerstone Amenities:

1.     Perfectly Located in Lynchburg VA

Ø  Close proximity to Route 460, Highway 29 and Wards Road

Ø  Plenty of restaurants and recreational activities in close proximity

Ø  Bus system traveling to and from Liberty University

2.     Lumos Networks

Ø  Fiber Optic cables running to every residence

Ø  High speed internet, cable and phone system

3.     Cornerstone Pool and Spa

Ø  Large salt-water pool

Ø  Heated spa

Ø  Splash pad for kids

Ø  Low membership fees for residents

Ø  Gated with key for safety

4.     20+ Acre Park

Ø  Miles of walking and running trails

Ø  Gazebo for gatherings and bird watching

Ø  Community park with volleyball courts, picnic tables and large play areas

5.     Community Emphasis on Safety

Ø  Well lit sidewalks

Ø  All trails have connecting points

Cornerstone Residential Options:

Family Homes
There are several perfect homes under construction or available for sale in Cornerstone, as well as an assortment of residential building lots that could work to build a custom home. Buy one of ours or built your own, we do it all.

Town Homes

Our luxury town homes come fully equipped for move in with stainless steel appliances, washer dryer combo, hardwood downstairs, carpet upstairs, and beautiful granite countertops. With the choice of 3-4 bedrooms, there is sure to be the perfect fit for you.

Condominiums and Apartments

With options like Parkside Grande and The Gables at Cornerstone there is an apartment for everyone. Both residencies come fully move in ready with washer dryer combos, appliances and balconies.

The Vue at Cornerstone

The Vue at Cornerstone is the same as all of the other locations around Liberty University, except these are in the Cornerstone community. The Vue comes fully furnished and provides full use of all the luxuries and amenities in Cornerstone.

SO WHAT ARE YOU WAITING FOR?

To make Cornerstone your home today, or to acquire more information contact Jessica Richardson 

Jessica@bdpcpa.com 
(434) 660-0931

 Word Count: 439

Exercise 10.1 Print Advertising Critique Sheet

Name: Subaru Outback
Advertisement: Outback L.L. Bean Edition

1. The promise of benefit is that this car is Rugged, Dependable, and Weather Resistant.

2. The illustration demonstrates the car in a rugged, desert type fashion. The picture shows the car driving in desert like conditions with smaller pictures on the sides depicting the Grand Canyon and a fishing river.

3. The proofs of promise are that the car can take the consumer wherever in whatever weather thanks to the 6-cylinder engine and all wheel drive. An added bonus is the leather-trimmed seats and mahogany leather steering wheel so the consumer looks good as well.

4. The ad tells readers to visit the website at www.subaru.com, call 1-800-CALL-AWD, or stop in for a test-drive.

In the big cities there are billboards and signs with advertisements on every corner. In the movie The Persuaders, Douglass Rufcoff embarks on an adventure to learn more about how advertising really works.

Advertisers are always looking for new ways to improve their gorilla warfare tactics. These improvements eventually and inevitably lead to bombardments of advertisements on every street corner. All this does is create clutter and distract.

Marketing and Advertisement companies will eat each other alive fighting to be the most important or stand out among the crowd. The persuasion industry is essentially a world made up of marketing.

Take for instance Song Airlines who advertised by taking advantage of downtown New York City's storefront and throwing a hit party. People walk in ready to drink and mingle and leave (hopefully) wanting to fly on the new airline.

The key to successful marketing and advertising is Ethos. Taking an idea and making it bigger through emotional connection. The goal is to create something that connects with people beyond logic.

Words are used to connect with people and are effective for a period of time but eventually run out of value. People want to belong and have meaning in the world so if company's can find out what drives them, then companies can control what they consume.

Song knew that the key to people's pocket book was through their heart. So they hired a top advertiser to create an ora or spirit in the airline that was like no other. Then they proceeded to audition flight attendants and train them how to speak and act in a certain manner.

Song failed however in advertising on the ground. They tried sending people out in crazy outfits and creating information stores in shopping malls but at the end of it all they only raised more questions.

At the end of the day, good advertisers grab the consumers emotion and once they have that, they can sell whatever they want to the consumer. For me personally the Budweiser Beer commercials always appeal to my emotions because I love both dogs and horses.

Even though I don't drink beer I still watch their ads and commercials because of the appeal to my senses. And who knows when I am of legal age to drink I may choose that beer because of that appeal.

Advertising is everywhere, whether you notice it or not.