01 · Campaign Overview
An exclusive rate, only in Lexington.
Park Community Credit Union is launching a promotional Certificate of Deposit rate exclusive to its two Lexington branch locations, effective Monday, August 3, 2026. This plan outlines the strategy to drive awareness and in-branch CD openings among qualified prospects in the Lexington-Fayette market.
| Promotion | Exclusive promotional CD rate (rate TBD by Park Community) |
| Eligibility | Current and prospective members who open the CD at one of two Lexington branches |
| Branch locations | 547 Euclid Ave, Lexington, KY 40502 and 3101 Clays Mill Rd, Lexington, KY 40503 |
| Launch date | Monday, August 3, 2026 |
| Promotional window | TBD. Packages are priced for 6-week, 8-week, and 12-week flights. |
02 · Competitive Context
The Lexington CD market.
Park's promotional rate enters a competitive market. Understanding the landscape sharpens the offer and the messaging.
| Institution | Term | APY | Min. deposit |
|---|---|---|---|
| Park Community (current standard) | 18-Month | 3.00% | $500 |
| Commonwealth CU (Lexington) | 24-Month | 5.00% | Varies |
| Bank of Lexington | 12-Month Special | 4.10% | Varies |
| KUE Federal CU (Lexington) | 6-Month | 4.00% | Varies |
| National online banks (avg.) | 12-Month | 3.75 to 4.25% | $1,000+ |
Recommendation
To be competitive and justify the geo-exclusive positioning, Park's promotional rate should ideally be at or above 4.50% APY. At that level the messaging writes itself: a locally available, NCUA-insured rate that beats online banks and most local competitors, available only at Park's Lexington branches.
03 · Audience Strategy
Who we reach, and how.
Park's proposed targeting of ages 45+, HHI $150K+, and homeowners is a strong foundation. We recommend the following refinements to maximize ROI.
Primary audience
- Ages 50 to 70, peak CD purchasers consolidating savings, nearing retirement, or managing inheritance and home-sale proceeds
- Household income $100K+, capturing dual-income professionals and recent retirees with significant savings
- Homeowners within a 10-mile radius of both Lexington branches
- Financial interest signals: banking, investing, retirement, wealth management
Secondary audience
- Ages 35 to 49 with HHI $150K+, younger high earners parking home-sale, bonus, or equity proceeds
- University of Kentucky faculty and staff, strong savings capacity and proximity to the Euclid branch
- In-market for financial products: actively researching CDs, savings rates, or credit unions in Lexington
Geo-targeting
Primary ring: 5-mile radius around each branch. Secondary ring: 10-mile radius across greater Lexington-Fayette County. Zip focus: 40502 through 40517. Louisville and Jefferson County are excluded to reinforce the Lexington-exclusive positioning.
04 · Media Packages
Good, Better, Best.
Priced for the total campaign across both Lexington branches. The 'corePHP' management fee and media placement fee are broken out separately for full transparency, and are in addition to the media spend shown.
- Geo-targeted Google Display ads
- Paid Search: brand terms only
- Facebook ads
- Basic landing page (client-hosted)
- Basic retargeting pixel
- End-of-campaign reporting
- 1 creative swap
- No billboard or radio
Media placement fee: $1,500 min.
- Google + Meta display ads
- Paid Search: brand + CD keywords
- Facebook + Instagram ads
- 1 digital billboard, 8 weeks
- Enhanced landing page concept
- Display retargeting
- Bi-weekly reporting
- 2 creative swaps
Media placement fee: $1,500 or 20%
- Google + Meta + YouTube display
- Paid Search: full keyword suite
- Facebook + Instagram + LinkedIn
- 2 digital billboards, 12 weeks
- Radio: 4-week flight, 2 stations (production included)
- Full landing page + A/B testing
- Full retargeting suite
- Weekly reporting + live dashboard
- Unlimited creative swaps during term
Media placement fee: $1,500 or 20%
Management fee covers strategic planning, campaign setup, creative coordination, vendor management, and reporting. Media placement fee is $1,500 or 20% of the total media buy, whichever is greater.
05 · A La Carte Pricing
Build a custom package.
Individual components can be purchased separately or added to any package. Pricing is for the Lexington market and subject to vendor availability.
| Media / service | Estimated cost |
|---|---|
| Google Display Ads (geo-targeted) | $2,000 to $4,000 / month |
| Google Search Ads (CD / savings keywords) | $1,500 to $3,000 / month |
| Facebook / Instagram Ads (geo-targeted) | $1,500 to $3,500 / month |
| LinkedIn Ads (geo-targeted) | $2,000 to $4,000 / month |
| YouTube Pre-Roll (:15 and :30 spots) | $1,500 to $3,000 / month |
| Digital Billboard (1 board, Lexington) | $2,500 to $4,500 / board / month |
| Static Billboard (1 board, Lexington) | $1,500 to $3,500 / board / month |
| Radio: 2-week spot buy (2 to 3 stations, :30) | $2,500 to $5,000 |
| Radio: 4-week spot buy (2 to 3 stations, :30) | $4,500 to $9,000 |
| Radio Spot Production (:30 or :60) | $500 to $1,200 / spot |
| Landing Page Development (design + build + hosting) | $1,500 to $3,000 |
| Creative Swap (mid-flight update) | $250 to $500 / swap |
| Campaign Reporting Dashboard (real-time) | $750 setup + $250 / month |
06 · Turnaround Times
How fast we can activate.
These represent 'corePHP''s setup and activation time once final, approved creative is in hand. If Park produces creative in-house, the timeline begins when those assets are delivered. We are on the client's timeline for creative delivery.
| Channel | Setup time | Notes |
|---|---|---|
| Google Display Ads | 1 to 2 business days | Fastest channel to activate |
| Google Search Ads | 1 to 2 business days | Text-based, no creative needed |
| Facebook / Instagram Ads | 1 to 2 business days + review | Meta review can add 24 to 48 hrs |
| LinkedIn Ads | 2 to 3 business days + review | LinkedIn review can add 24 to 48 hrs |
| YouTube Pre-Roll | 2 to 3 business days | Requires video assets from client |
| Digital Billboard | 7 to 10 business days | Vendor scheduling + production |
| Radio (with existing spot) | 7 to 10 business days | Station scheduling + trafficking |
| Radio (production needed) | 10 to 14 business days | From script approval to on-air |
We recommend a creative delivery deadline at least 5 to 7 business days before launch for digital channels, and 10 to 14 business days for billboard and radio.
07 · Recommended Strategy
A four-phase rollout.
Phase 1 · Pre-launch buzz
- Teaser social posts on Park's organic channels hinting at an exclusive Lexington offer
- Email preview to existing Lexington-area members
- Landing page built and QA'd, ready for launch-day traffic
Phase 2 · Launch week (Aug 3 to Aug 9)
- All digital campaigns go live: Google Search, Google Display, Facebook / Instagram
- Social push across Park's channels with launch-day content
- Digital billboard live (Better or Best); radio begins (Best)
Phase 3 · Sustain & optimize (Aug 10 to end)
- Ongoing optimization: bid adjustments, audience refinements, creative rotation
- Retargeting activated to re-engage non-converting visitors
- Mid-campaign reporting and strategy call; A/B testing (Better / Best)
Phase 4 · Transition (post-promotion)
- Creative swap to general Park Lexington messaging if the media buy extends
- Final performance report with full metrics, ROI analysis, and recommendations
08 · Creative Direction
A head start on the creative.
Park is producing digital creative in-house, so 'corePHP' has developed example concepts and a promotional landing page as a value-add and creative brief. These use Park's brand palette and visual identity from parkcommunity.com. Within the Better and Best packages, 'corePHP' can produce final, print and digital-ready files at no additional creative cost.
09 · Approve & Sign
Select a package and approve.
Choose the package Park would like to move forward with, sign below, and approve. This records your selection and generates a signed copy you can save and send to 'corePHP'.
Thank you. Below is your signed approval. Save a copy and send it to 'corePHP' to kick off the campaign.
- Package
- Approved by
- Title
- Date
- Notes
- Signature