Application Exercises

Promoting New Services at Better Horizons Credit Union

Christine Russo works at Better Horizons and is developing several new services the credit union could offer. One idea is for credit union members to take a five-day cruise to the Bahamas. Two afternoons of the cruise will be devoted to financial planning workshops, including choices such as retirement planning, trusts and estates, insurance, charitable giving, taxes, and college savings. Also, a finance boot camp for teenagers will provide basic information about savings and checking accounts, loans, and budgeting.

In another initiative, Christine wants to set up a new rewards program for credit union members who use their Better Horizons debit or credit cards. Each purchase with the debit or credit card will contribute to their total reward points, which customers can redeem for brand-name merchandise, hotel accommodations, airline tickets, cruises, and other travel options (detailed in an online and paper merchandise and travel catalog). Members get one point for each dollar spent on their credit cards and one point for every two dollars spent on their debit cards. One advantage of the program is that points can be combined across accounts. So, family members or friends who are members of the credit union can transfer their points to one another's accounts and more quickly gain rewards. The program involves no fee, and members with the cards are automatically enrolled in the program.

Selling an Idea to the Better Horizons Board 

Assume the role of Christine and write a letter to the board describing your ideas for the financial planning cruise and the new rewards program.