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Supporting a complex merger from the inside out

Supporting a complex merger from the inside out

SUPPORTING THE NATION’S LARGEST CREDIT UNION MERGER FROM THE INSIDE OUT

CLIENT: FIRST TECH CREDIT UNION

When Addison Avenue and First Tech credit unions announced their intention to merge, resulting in the nation’s largest credit union merger, they enlisted Brilliant Ink to help employees understand why the merger was a good thing.

Stakes were high: most employees were credit union members and could vote on the merger itself.

After conducting focus groups with employees on both sides, we joined the merger communications team to develop a solution to proactively address employees’ concerns:

  • A communications plan and a suite of materials that clearly explained what was happening, and how the new organization would be better than the sum of its parts

The merger was ultimately approved, and according to the Director of Communications, “[Brilliant Ink was] able to run a very strong plan and keep everything on track. They did an incredible job.”

Tags
change management, crisis communications, daily grind, focus groups, merger communications