CITY OF VIRGINIA BEACH
Standard Operating Procedures Client Incentive Programs Sally Noona/August 2012 August 1, 2012
This overview is intended for the Sales Managers and their Assistants within the Convention Sales, Sports Marketing & Services Unit of the VBCVB and offers SOP’s in administering Client Incentive programs designed to attract and offer an extra “hook” in booking future business within the sales process.
Standard Operating Procedures Client Incentive Programs Sally Noona/August 2012
1. Purpose _______________________________________________________________________ Client Incentive programs offer the sales manager the chance to create an extra reason to consider the City of Virginia Beach for future meeting business. However to make this really work, a sales manager and his/her team must plan strategically well in advance to maximize use of time and resources.
2. Scope _______________________________________________________________________ The following SOPs are intended for the Sales Managers and Sales Assistants of the Meetings & Convention Sales unit. Client Incentive programs and their execution are a team effort in coordination of logistics, sales tools, and sales expertise and service.
3. Prerequisites _______________________________________________________________________ All Managers should have access to/knowledge of the following: A computer and a telephone Access to USI/EBMS and have knowledge in use of this CRM Access to the Web & Destination Marketing Association International’s Mint data base Knowledge of Excel
4. Responsibilities _______________________________________________________________________ Once again, client incentives assist in the development of good prospects for future overnight group business in Virginia Beach and so the Sales Manager and his/her Sales Assistant must work in concert to prepare and place it in the system accurately and deliver to our partners/stakeholders.
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Standard Operating Procedures Client Incentive Programs Sally Noona/August 2012
5. Procedure _______________________________________________________________________
SOPs for LOVE THE MOMENT (LTM) Incentive 5.1 Overview of Program: Meet,
Maximize & Give Back
Qualifying Period:
Must CONTRACT (go definite) between APR 2012 – DEC 2013
Payout Period:
Must meet between April 2012 – December 2015 Payout based on Actualized Contracted Room Nights
Qualifying Benchmarks:
Must be a New RFP/possible booking to VB System (NO Previous Booking of Meeting EVER in VB) Must have a minimum of 150 total room nights (with relevant history to support) Below is the payout scale: TOTAL ROOM NIGHTS 150-300 301-600 601-1500 1501+
CREDIT $150.00 $500.00 $1,500.00 $2,500.00
Additionally, should the meeting/convention actualize during our need periods (NOV DEC 2012, 2013, 2014 or 2015 and JAN- MAR 2013, 2014 or 2015) and book multiple years with the City, the group could receive up to an additional $750.00 bonus to be dedicated to either their charity of choice or their master account – Details: NEED PERIOD & MULTI-YEAR BONUS – GIVE BACK! TOTAL ROOM NIGHTS CREDIT 150-600 $ 250.00 (to Charity) 601+ $ 500.00 (to Charity) Multi-Year Contract $ 250.00 additional to either Master or charity (not per year)
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Standard Operating Procedures Client Incentive Programs Sally Noona/August 2012
Disclaimers:
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• This offer is only valid for NEW opportunities/bookings to VA BEACH • This offer is subject to availability at participating hotels • Payment will be made directly to participating hotel’s/Virginia Beach Convention Center’s master account based on actualized & contracted consumption • Reduction in contracted room night block will result in a revised incentive offer based on total room night usage for the group’s contracted block • A confirmation letter will be issued by the VBCVB Sales Team no later than 30 days after an executed hotel/convention center contract or a signed VBCVB Letter of Intent • Group must meet guidelines above and actualize no later than December 31, 2015.
USI Protocol Once a group has been identified as a possible recipient of this Incentive, several action steps must be taken: 1. Send a trace to DOS by selecting Love the Moment Approval Request trace. DOS will be looking for the following criteria: o this is a new piece of business – no history of a previous booking o History is in file and on record qualifying group’s incentive potential 2. Once DOS approves request by completing the trace, there will be a check box for you to check on the meeting screen: o Love the Moment Incentive – check it o DOS will run a report of checked boxes and completed traces monthly to make sure they coincide 3. As a proposal is formulated, the INCENTIVE that the group qualifies for should be incorporated into the ADDED VALUE PORTION OF YOUR PROPOSAL (see previous qualifying scales based on total room nights, need period and multi-year contract) o Place the value that this group is projected to earn and place the figure in the box on the Meeting Screen for budget projection purposes 3|Page
Standard Operating Procedures Client Incentive Programs Sally Noona/August 2012
4. Once Definite is announced, (if an in-house piece of business, hotel contract (s) must accompany the LOC) the Letter of Confirmation must include the details under Financial Contributions and Concessions o This Letter of Confirmation will confirm the following:
Payment will be made directly to participating hotel’s/Virginia Beach Convention Center’s master account based on actualized & contracted consumption of room nights Reduction in contracted room night block will result in a revised incentive offer based on total room night usage for the group’s contracted block o Teri will place appropriately in her concession reports 5.2 LTM Incentive Designed to Create Pipeline from HelmsBriscoe Managers This time limited incentive was designed to generate leads from HB Managers in a short Qualifying Period:
MAR – AUG 2012 (for any NEW RFPs submitted with 50+ rooms on peak)
Payout Period:
Qualifying Benchmarks:
A drawing will be completed in the FALL 2012 for a new iPad
Must be a New RFP & have a minimum of 50 rooms peak night or more
USI Sales Process/USI Mandatory Action Steps for HelmsBriscoe’s INCENTIVE:
Once an HB Manager has been identified as a possible recipient of this Incentive, several action steps must be taken: 1. When an RFP is rec’d by DOS from HB, a trace will be sent to SM with Activity Type selected: RFP Assigned 2. Sales Manager will review and vet RFP from HB Manager 3. If RFP qualifies the HB Manager for the Incentive, then SM SENDS a TRACE to DOS with the HelmsBriscoe LTM (Love the Moment) Activity selected requesting approval 4. DOS will COMPLETE trace once approved (qualifying HB Manager for incentive and drawing in fall)
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Standard Operating Procedures Client Incentive Programs Sally Noona/August 2012
5. At this point, the Sales Manager must affiliate the HB Manager’s Individual Account with the HelmsBriscoe LTM Drawing 6. Note: There is no limit to how many RFPs one HB manager can send to “up” their chances for the drawing… Supporting Documents: 7. DOS will have a favorite report created of Activity Types showing approvals (traces completed) for HB LTM completed by sales manager 8. DOS will also run a report of Individual accounts with HB LTM Drawing 9. The above completed traces of approvals coupled with the HB Manager will show the number of entries per HB Manager
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References _______________________________________________________________________
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USI Training Manual – Modification Project 2012 Copy of Actual Incentive Handout titled “Incentive for Clients” located on the X Drive: Convention Sales/Sales Tool Kit/Incentives for Clients
Definitions _______________________________________________________________________ Definitions are outlined for the following in the USI Training Manual – Modification Project 2012:
Diary Entry Types, Users, Definitions – Under Diary Entry Types
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