The Glebe Newspaper Campaign Before construction could begin on this independent living community, a certain number of residents needed to sign up. Our marketing plan focused on three points of difference: proximity to Roanoke, spacious floorplans, and FullLife Care. We developed print ads that use visual symbols to represent each point, then took it further with interview-style TV ads addressing the same advantages. The campaign was accompanied by a detailed newspaper insert sent to appropriate zip codes. Interest was increased and construction began in October of 2002.