MADISON, Wis. — The CUNA Marketing and Business Development Council has released three new white papers that delve into successful name changes, credit union mergers, and marketing salaries and benefits.

The Name Is the Game: How to Build Brand Awareness into a Credit Union's Name Change profiles the strategies used by five credit unions to identify a new name and brand image, "reintroduce" themselves to members and their expanded community, and provide for a smooth and successful transition. The white paper also includes collective advice from the profiled credit unions, along with tips on a more unusual challenge for credit union names–marketing an organization under two or more names.

A second new white paper–The Urge to Merge–explores the marketer's key role in ensuring a successful merger for both acquired and existing members. The paper outlines four key areas of consideration for mergers: creating a merger communications plan, reaching merged members, blending two cultures, and evaluating results. Sample merger action plans and welcome letters are included, along with a listing of additional resources.