Launching new marketing campaigns in the wake of bank failures and the trend of looking for merger opportunities were on the minds of California CU executives last week.

David Gunderson, president/CEO of the $575 million Credit Union of Southern California in Brea, warned that CUs in the state "face a longer road to recovery" than those in the rest of the country and are now looking more seriously at mergers. He cited the combined problems of a poor economy, higher taxes and a state budget impasse as major factors driving the trend.

He said CUs like his continue to be approached by regulators, consultants and CEOs about mergers prospects. "It isn't just the very weakest that are showing interest but the healthy ones which see benefits in gaining more branches, longer hours and higher levels of service," he said.