Copy Platform

Ad Subject: Cornerstone Community

Ad Problem: The target audience needs to know about the Cornerstone Community.

Product Characteristics:

· Great location on Greenview Drive

· Near Route 460, Wards Road, Timberlake Road, and Enterprise Drive

· Close proximity to the area’s best shopping and dining areas

· Bus service to Liberty University and Lynchburg area

· Lynchburg’s first all fiber optic community

· Lightning fast internet, high definition television, and crystal clear phone service

· Features a large salt water pool, heated spa, children’s splash park, built-in waterfall, and picnic area with tables and grills

· Large gazebo for community gatherings and events

· Volleyball court

· Picnic tables

· Open area for outdoor sports and recreation

· Easily accessible, well-lit sidewalks are located throughout Cornerstone

· Features Aunurnlea Farms Corner Market — All organic products

Advertising Objective: The ad should tell the audience about the Cornerstone Community complex.

Target Market: Undergraduate Students

Competition: Although there are a multitude of apartments to choose from throughout the greater Lynchburg area, the Vistas would most likely be our greatest competition. These apartments offer the same quality of living, and some of the amenities that Cornerstone offers.

Statement of Benefit or Appeal:

· Offers a community-like feel, yet gives you the privacy you want and need.

· Organic market place on the corner, as well as a new pharmacy across the street.

Creative Theme: Your community away from home

Supportive Selling Points:

· Free Liberty bus to and from campus

· Great location, plus great affordability