In this special guest episode of the Believe in Banking podcast, Gina and Juliet welcome Yvonne Garand, Chief Brand and Marketing Officer and Jevonne McLaughlin, Vice President of Brand Marketing, both from EastRise Credit Union. In their dynamic discussion, Gina, Juliet, Yvonne, and Jevonne address the merger of New England Federal Credit Union and Vermont State Employees Credit Union to form Vermont's largest credit union and residential mortgage lender and how EastRise built consensus for a new name and brand transformation. Yvonne and Jevonne talk about how they managed the cultural elements of organizational change and how the credit union achieved member approval for the merger. They discuss the powerful multi-phase communications and engagement strategy to educate members on the merger's benefits and encouraged participation in the voting process. Finally, they address the importance of leveraging member insights to develop a brand strategy and name that would resonate with both legacy member bases and the broader Vermont community.

This podcast is hosted by ZenCast.fm