VKR Front Desk Manual

Document Sample
VKR Front Desk Manual Powered By Docstoc
					                  2009 Value Kard Rewards Handbook
                           Table of Contents

Chapter 1       The Value of the Value Kard Rewards to KOAs............. 2
Chapter 2       Program Savings Benefit ................................................. 3
Chapter 3       Earning Points .................................................................. 4
Chapter 4       Rewards: Details on Activating and Redeeming .......... 7
Chapter 5       Kamper Recognition = A Better Guest Experience ....... 9
Chapter 6       Effectively Selling VKR to Your Campers .................... 11
    Selling or Renewing a VKR Membership during a Reservation at your KOA ... 13
    Selling or Renewing a VKR Membership during a Registration at your KOA ... 16
    Value Kard Rewards Sales Tips and Hints ....................................................... 18
Chapter 7       Handling Reward Redemptions..................................... 19
Chapter 8       KampSight & Value Kard Rewards ............................... 20
Chapter 9 Member Kards and Koupons.......................................... 21
Chapter 10 The Value Kard Rewards Fulfillment Process ............ 23
Chapter 11 Frequently Asked Questions about VKR..................... 24
Value Kard Rewards Program Contacts ........................................... 26
Appendix        KOA Policies Regarding the Value Kard ...................... 27
                               Chapter 1
             The Value of the Value Kard Rewards to KOAs

When the Value Kard Rewards program launched in March 2008, more than
550,000 campers across North America were enrolled in the camping industry’s first
reward and recognition program.

Building on the foundation of our current KOA Value Kard program, Value Kard
Rewards is designed to create stronger loyalty among KOA campers by making the
KOA camping experience more rewarding for them. In doing so, the program will
generate more camper nights from KOA Campers for KOA Kampgrounds.
Research conducted for the Value Kard Rewards program showed that 75% of
those who said they would join the new program will camp more at KOA
Kampgrounds because they belong to this program. One-third of the research
respondents said they would drive further to get to a KOA if they belonged to the
program.

Value Kard Rewards offers three main features to campers: rewards, savings, and
recognition. Research conducted during the development of this program showed
that when combined, these three features produce a powerful camper bond that will
help KOA capture more of our campers’ nights each year.

Throughout this document, you will see the words “member” and “membership” used
to refer to campers who belong to this program. We’ve chosen to adapt Value Kard
Rewards to our campers’ language but will use these terms sparingly in our
marketing communications to avoid creating the perception that KOA is a
membership system.

Training Tools
For additional copies of this manual, visit the Marketing Toolbox on eKamp. The
online version will have the latest updates to this document.




                                                                                    2
                                 Chapter 2
                           Program Savings Benefit

Value Kard Rewards offers members the opportunity to save two ways: on daily
registration fees and through discounts on products and services offered by program
partners.

   •   10% Savings on daily registration fees: This original Value Kard savings
       benefit will remain a key component of the Value Kard Rewards program.
       The same terms and conditions will apply to the usage of the card:
          o Discount applies to one site per card (enforced through KampSight)
          o Excludes discounted monthly and seasonal rates
          o If purchased at a KOA during registration, the maximum savings for the
              stay in which the card is purchased is $24 (VKR Savings Cap).

   •   Savings offers from program partners: Value Kard Rewards members will
       have access to a portfolio of valuable savings offers provided by a variety of
       camping, RVing and travel partners when they log into the Value Kard
       Rewards section of koa.com.

Terms and Conditions
   • Members receive a 10% savings discount on daily registration fees at ALL
     KOA Kampgrounds.
   • The discount applies to one site per card per night. Excludes discounted,
     monthly and seasonal rates.
   • If the card is purchased at the time of registration at a KOA Kampground, the
     maximum savings benefit for the stay in which the membership is purchased
     is equal to the annual membership cost.
   • Members will receive a 10% savings discount on daily registration fees for
     subsequent KOA stays during the membership year.




                                                                                    3
                                    Chapter 3
                                  Earning Points

The rewards feature is simple. Members earn points for stays at KOA
Kampgrounds. After enough points have been accumulated, they may redeem their
points for savings rewards certificates good at any KOA Kampground.

   •   The number of points awarded to a member is based only on their daily site
       charges (before savings discount).
   •   Three daily site charge ranges have been created to determine how many
       points will be awarded to a camper for their stay.
   •   No points are awarded for daily site charges under $20, nor are points
       awarded for other charges such as extra persons, pets, cable, phone, visitor
       fees, etc.
   •   Discounted monthly or other long-term rates, do not qualify for points.
   •   Registrations that include the member’s Value Kard Rewards number but
       have a KampSight discount code other than “V” (such as Hot Deals,
       packaged pricing, etc.) will receive 250 points per night, unless their average
       daily rate for the stay is below $20.
   •   Members will have points awarded to their accounts within 24 hours of check
       out.

Members can earn points at three different levels. By design, Value Kard Rewards
gives its members the opportunity to earn more points by camping more at KOA
Kampgrounds:

   •   Base: The number of base points awarded to a member each night will vary
       by the value of the daily site charge before savings discount for each night
       stayed, excluding charges for extra people, phone, cable, pets, etc. The
       minimum daily site charge for which points will be awarded is $20.

   •   Bonus: Once a camper earns 6,500 points in their membership year, they
       will receive bonus points equal to 10% of their base points earned until their
       renewal date. On their renewal date, their earning level resets to the base
       level. A membership year is the 12-month period that begins the date a
       membership is purchased and ends on the last day of the 12th month.

   •   VIP: When a member reaches the 20,000 point threshold in their
       membership year, they earn VIP status and will begin receiving VIP points
       equal to 25% of their base points earned. When a member crosses over the
       VIP point threshold of 20,000 points, their status is automatically upgraded to
       VIP the day after the completion of that stay. Note that VIP points are
       awarded retroactively for those nights in the stay following the night in which
       the member reaches the 20,000 point threshold.




                                                                                        4
Consider the following example:
  • A Value Kard Rewards member is staying 3 nights.
          • Two nights have a daily rate of 38 (before savings discount).
          • One night has a daily rate of $42 (before savings discount ).
          • The far right column in the table shows the number of points that would
             be earned by this member at each of the three point-earning levels.

Promotional Points
Value Kard Rewards members will also have the opportunity to receive promotional
points. These include “Quick Start” points, “Instant” points, and points for booking
reservations online.

   •   “Quick Start” (new member) points
       When a camper joins the program, they will receive 500 “Quick Start” points.
       This is a valuable selling point for your front desk staff. New member points
       will be issued automatically when their membership is processed. When the
       Value Kard Rewards program launched in March 2008, all Value Kard holders
       received 500 points to introduce them into the program and to motivate them
       to renew into the new Value Kard Rewards program when their card expires.

   •   “Instant” points
       Each year, 50 million points will be given away randomly to members at
       check-in to create an element of fun, suspense and excitement at registration.
       The number of points awarded will be issued in varying amounts such as 250,
       500, 1,000, etc. These points will be credited to the member’s account within
       24 hours of check-in and are not contingent upon the completion of the
       member’s stay. During registration, KampSight will alert your front desk staff
       when points have been awarded, allowing your front desk staff to “surprise”
       your guests at check-in.

   •   Points for booking reservations online (Koa.com)
       Members will receive 250 points every time they book a reservation online at
       Koa.com. Pushing reservations to Koa.com helps free up your front desk
       staff to better serve your campers.

Points Terms and Conditions:



                                                                                       5
•   Points will be awarded based only upon the value of the members’ daily site
    charges (before program savings discount) for nights stayed.
•   ONE site (RV, tent, other accommodations) per member per night will be
    eligible to be awarded points.
•   No points will be awarded for nights with a daily site charge of less than $20
    or for any charges associated with monthly, seasonal or other long-term
    stays.
•   For all nights that include the program discount and have an additional
    promotional or campground discount, e.g., Hot Deals, package nights, etc.,
    250 points will be awarded per night.
•   No points will be awarded for other charges such as extra persons, pets,
    cable, phone, visitor fees, etc. Points will be posted to a member’s account
    within 24 hours of check out.
•   A member’s accumulated points will be forfeited upon expiration of their
    annual membership. Exception: Members may retain their points if they
    renew an expired membership within 60 days of the expiration date.
    Memberships renewed within the 60 day grace period are treated as if they
    had renewed on the expiration date, retain their current point balance, and
    are valid for one year from the original membership expiration date.
•   Points may not be combined or transferred between members.
•   Points earning levels, earning methods, posting timelines and expiration rules
    are subject to change.




                                                                                 6
                              Chapter 4
            Rewards: Details on Activating and Redeeming

Camper research conducted for this program indicated that camping rewards were
an extremely important and valuable component of the Value Kard Rewards
program. It also showed that most campers desired to the ability to earn smaller,
more frequent rewards. Three reward options will be offered ($10, $25, and $50) to
provide members with flexibility when redeeming rewards.

                            Reward        Points Required
                             $10              6,500 points
                             $25             15,000 points
                             $50             28,000 points

Research also revealed that campers want control over when and how their points
will be redeemed. For this reason, the program follows a self-service model that
consists of two steps: activating a reward certificate and redeeming the reward
certificate.

   •   Activating rewards: Members can receive their rewards certificate number
       to be used at KOA Kampgrounds in three ways:

          1. By registering at a KOA Kampground. KampSight will notify the
             clerk know if the kamper has enough points for a rewards certificate.
             When created, the amount and certificate number will automatically be
             entered on the charges and payments screen.

          2. Online at program website (https://myvaluekardrewards.com)
             Members may print out a reward certificate or receive an electronic
             reward certificate number representing the reward.

          3. By phone through the program’s toll-free support phone number
             Members may call and receive an electronic reward certificate (code)
             or have a program representative email or mail them the code or
             reward certificate.


   •   Redeeming rewards: Once a member activates a reward online (code or
       reward certificate) or over the phone (code only), they have 45 days in which
       to present the reward at a KOA Kampground before it expires. A member
       may present a reward certificate at any KOA Kampground at any time. There
       are no blackout dates for redemptions. Because a reward is considered a
       payment type, members will also earn points for stays in which they redeem a
       reward.

Reward Redemption Terms and Conditions:


                                                                                     7
•   Members must activate rewards prior to redemption.
•   Rewards expire 45 days from the date of activation.
•   Rewards are non-transferable.
•   Rewards are valid only for daily registration fees and cannot be used for
    monthly or seasonal registrations.
•   Rewards have no cash value, no cash back, and no points back.
•   The maximum amount of rewards that a member may redeem in a stay at any
    KOA is $100.
•   When redeeming rewards, members must present a reward certificate or an
    electronic reward certificate code at time of registration.
•   All reward certificates are validated electronically upon use at registration in
    KampSight and may not be used again.
•   The reward amount will be applied to the first night. If the reward amount
    exceeds the daily registration fees of the first night, the balance of the reward
    amount will apply to daily registration fees for subsequent nights.
•   A member may return an activated but unused reward for a points refund.
    Return transactions must be handled by phone through the program phone
    number. A charge of 1,000 points will be levied on any returned rewards,
    except when the return transaction occurs within 24 hours of activating the
    reward.
•   Points will be credited to the member’s account within two business days
    following the return transaction.




                                                                                   8
                            Chapter 5
           Kamper Recognition = A Better Guest Experience

There are a number of ways that Value Kard Rewards will help make your campers
feel more valued and appreciated, including a VIP level for our very best campers.
Through KampSight, Value Kard Rewards will provide you with critical information
about your guests that will help you “Make it G R E A T!” for them with a more
personalized camping experience.

   •   VIP Status
       A small segment of our campers are high-frequency guests that have
       tremendous worth to the KOA system. When a member generates 20,000
       points within their membership year, Value Kard Rewards recognizes these
       campers with a special VIP card. These campers are automatically upgraded
       to VIP status and receive a free VIP year that is added on to the end of their
       existing membership year.

       VIPs will also receive a 25% bonus on all points earned for stays at KOAs.
       Note that VIP status does not include a higher savings discount like 15%
       Gold Camper status provided in the Value Kard program (prior to March,
       2008). Additionally, the 25% VIP bonus does not apply to “Instant” points or
       points received for making online reservations.

   •   Credit Card on File
       This is an optional feature. Members’ credit card information will be stored
       securely on the Value Kard Rewards system. Only Visa or MasterCard
       numbers will be stored. For security purposes, only the last four digits of a
       member’s credit card number will be visible in KampSight.

   •   “My VK Rewards” Section on Koa.com
       This special, members-only section on Koa.com will capture and host
       important member information including:
          o Member profile: name, address, RV type, license plate numbers,
              children and pet info, birthday, etc.
          o Site type preferences
          o Points / rewards activity
          o KOA reservation and stay history

       All “My VK Rewards” benefits become inaccessible to campers when their
       membership expires, but are kept for a period of one year to facilitate
       renewals of expired accounts.

   •   Recognition Rewards for Frequent Campers
       Our very best campers who earn a large number of points annually or on a
       lifetime basis will be recognized individually with special camping or RVing-



                                                                                       9
related gifts from KOA. This recognition will be identified and handled on an
individual basis through the home office.




                                                                            10
                                 Chapter 6
                Effectively Selling VKR to Your Campers

In order for Value Kard Rewards to be a big success with your campers, it will
require you and your staff to perform two very important components of the program:
       1) Selling the program to your campers
       2) Executing the savings and rewards program features at your campground


Annual membership price: $24
As of March 2008, a one-year Value Kard Rewards membership will cost just $24.
This price was established based upon findings from two different research studies
conducted for the Value Kard Rewards program. The research showed that some
campers would pay as much as $40 per year, but the majority said they would buy at
$24.

Compared to the price charged for other camping savings cards like Good Sam –
Value Kard Rewards is a bargain. Only Value Kard Rewards offers campers the
opportunity to earn points for rewards!

                   Camping Savings Card Price Comparison
                 Value Kard Rewards      1-year       $24
                 Good Sam Club       1-year renewal   $30
                 Camp Club USA           1-year       $49

Selling Value Kard Rewards at your campground can be accomplished with ease
and efficiency if you follow the advice and steps in this sales guide.

Key Selling Points of Value Kard Rewards
The key selling points of Value Kard Rewards are the benefits you’ll want to stress
when selling the program to your campers. These should be stressed briefly and in
the following sequence when selling a Value Kard Rewards membership. While
there are many other benefits to the program, the program can be sold quickly and
effectively by hitting just these key points:

   1. 10% savings on camping at KOA – In some instances, the value of the
      savings will be greater than the cost of the card. Especially when the camper
      will stay with KOA in the future.

   2. Earn points good toward rewards at any KOA – the more you stay the
      faster you earn.

   3. 500 FREE points (“Quick Start points”) to get you started when you enroll.

Selling Value Kard Rewards



                                                                                 11
The strong value created by Value Kard Rewards will make it easy for you to sell it
to campers in ten seconds at your front desk. We’ve developed a proven process for
selling this card effectively to your guests.

You’ll also have a powerful incentive to get campers to join the program at
registration. Each new member will receive 500 “Quick Start” points to get them
started toward their first reward!

More ways for you to sell Value Kard Rewards
The program also provides several other ways for you to receive credit and revenue
for the sale of Value Kard Rewards memberships:

             •    Step 3 of online reservations for your KOA
             •    Reservation confirmation follow-up message to
                  campers
              • Post-stay purchase online option for campers
   •   Step 3 of online reservation process – Every time a camper purchases or
       renews a membership along with their online reservation at your KOA, you
       get credit for the sale!

   •   Reservation follow-up purchase – Reservation confirmation emails sent to
       campers who do not belong to Value Kard Rewards will include a message
       and link back to the Value Kard Rewards purchase page on Koa.com. If they
       buy, you get credit for the sale!

   •   Post-stay online purchase – At check-in, if a camper is not a Value Kard
       Rewards member and does not purchase a membership, KampSight will
       include a message on the registration slip reminding them how much they
       could have saved. This message will also contain a unique tracking code and
       call to action for the camper to purchase a membership on Koa.com. The
       tracking code on the receipt ties the online purchase back to your KOA.
       When the camper goes to Koa.com and buys a membership using the code
       on their receipt, you get credit for the sale! The camper will receive 500
       “Quick Start” points but will not receive points for their stay.




                                                                                  12
                       Selling or Renewing a VKR Membership
                          during a Reservation at your KOA

Remembering the selling points outlined previously will help you sell Value Kard
Rewards more effectively using the built in tips and hints that KampSight provides
you.

During the reservation process, once you’ve entered the camper’s information and
searched for site availability, don’t mention a Value Kard Rewards membership until
the prompt to sell a Value Kard Rewards comes up.




Scenario I: The guest’s savings is less than $24. Rely on the KampSight
prompt as illustrated and say the following:

“I’m recommending you purchase a membership in our Value Kard Rewards loyalty
program. It gives you a 10% discount on camping at all KOA Kampgrounds for a full
year and you’ll start earning points with each stay that you can redeem for dollars off
KOA camping. I’ll even give you 500 FREE points to get you started.”

NOTE: As an alternative, you may tell the camper that the computer system is
recommending the purchase.

“With your discount for this stay, the card will only cost you $7.13. I can set you up
right now and you’ll start saving and earning points for this stay.”

 If the camper agrees to purchase the membership, process the sale.


                                                                                     13
 If the camper disagrees proceed with the reservation and point out the special
purchase code that will be on their confirmation. Explain the purchase code will allow
them to get 500 Quick Start points – even if they purchase it later. For phone
reservations, direct them to Koa.com for more information (or direct them to the
Value Kard Rewards brochure).

Notice the key selling points used were the 10% discount and points for rewards. It
is important to rely on those benefits that are most important to campers.




Scenario 2: The savings is equal to or greater than the price of the card. Rely
on the KampSight prompt as illustrated and say the following:
“I’m going to include a membership in the Value Kard Rewards loyalty program with
your reservation for this stay. It saves you $39.77 on this stay and it costs $24.00.
So there’s really no charge to you (OR, your savings is greater than the cost). It will
also save you a full 10% on stays at all KOA Kampgrounds and is good for one year.
It also lets you earn points towards camping rewards good at all KOAs. And to get
you on your way to your first reward, I’m going to start you off with 500 FREE bonus
points.”

 Assume the sale and give the camper their total.

 If the camper objects, stress that the card is FREE or that they are actually
making money with the card.




                                                                                    14
 If the camper still disagrees proceed with the reservation and point out the
special purchase code that will be on their confirmation. Explain the purchase code
will allow them to get 500 Quick Start points – even if they purchase it later. For
phone reservations, direct them to Koa.com for more information (or direct them to
the Value Kard Rewards brochure).




                                                                                  15
                      Selling or Renewing a VKR Membership
                         during a Registration at your KOA

Remembering the key benefits and selling points outlined previously will help you
sell Value Kard Rewards more effectively using the built in tips and hints KampSight
provides you.

During the registration process, don’t mention a Value Kard until the prompt to sell a
Value Kard comes up (after you’ve entered the camper’s information and a site is
selected).




Scenario 3: The savings is less than $24. Rely on the KampSight prompt as
illustrated and say the following:
“I’m recommending you purchase a membership in our Value Kard Rewards loyalty
program. It gives you a 10% discount on camping at all KOA Kampgrounds for one
year and you’ll start earning points with each stay that you can redeem for dollars off
KOA camping. I’ll even give you 500 FREE points to get you started.”

NOTE: As an alternative, you may tell the camper that the computer system is
recommending the purchase.

“With your discount for this stay the card will only cost you $11.93. I can set you up
right now and you’ll start saving and earning points for this stay.”

 If the camper agrees to purchase the membership process the sale.


                                                                                    16
 If the camper disagrees, proceed with the registration. Be sure to point out
the special purchase code on the receipt before placing it in the folio and handing it
to the camper. Explain the purchase code will still allow the camper to get 500
Quick Start points – even if he/she purchases it later. Direct them to the Value Kard
Rewards brochure for more information if desired.

Notice the key selling points used were the 10% discount and points for rewards. It
is important to rely on those benefits that are most important to campers and don’t
dump too many benefits on the camper during the selling process.




Scenario 4: If the savings is equal to (capped) or greater than the price of the
card, say the following:
“I’m going to include a membership in the Value Kard Rewards loyalty program with
your reservation for this stay. It saves you $24.00 on this stay and it costs $24.00 –
so there’s really no charge to you. At future KOA stays, it will save you a full 10%
and is good for one year. It also lets you earn points towards cash discounts at all
KOAs. I’m going to start you off with 500 FREE bonus points.”

 Assume the sale and give the camper their total.

 If the camper objects, stress that the card is FREE or that they’re actually
making money with the card.

 If the camper disagrees, proceed with the reservation. Be sure to point out
the special purchase code on the receipt before placing it in the folio and handing it
to the camper.


                                                                                     17
                     Value Kard Rewards Sales Tips and Hints

Value Kard Rewards can be a great benefit to campers. Not only will they save
money with the 10% discount, they’ll also receive points to earn rewards certificates
for KOA savings plus recognition in the form of a more personal camping experience
with KOA.

The following tips and hints will help you provide your campers with a better
experience by helping them save money and earn rewards with KOA.

   1. Use KampSight to your advantage. Make sure you follow the built-in sales
      tools to tell campers how much they will save and how much the card is
      actually costing them.

   2. Don’t be afraid to ask for the sale. What you have to offer campers is a
      legitimate value and they’ll see that if you promote Value Kard Rewards as an
      honest benefit to them sincerely and with excitement.

   3. Don’t hesitate to try and overcome objections. If the 10% savings and points
      and rewards don’t sell the membership, follow up with the online savings
      center – or VIP status. Remember, everything you are talking about is a
      benefit to the camper and is in his/her best interest. It won’t hurt for a camper
      to tell you no two or three times.

   4. Experiment with different sales techniques. If a certain sales technique works
      well for you, use it. If it stops working, try something else. And don’t forget to
      share your successful technique with other KOA staff members.

   5. Rejection will happen. Don’t take it personally. There may be many reasons
      why a camper does not wish to purchase a Value Kard Rewards membership
      at any given time. It has nothing to do with you. Smile, move on and be
      ready for the next sales opportunity.

   6. Some people will not be ready or in the mood to purchase a Value Kard
      Rewards membership at your front desk. They may be tired from a long day’s
      journey or may not understand the benefits. Use the Value Kard Rewards
      brochure (or online tips) and receipt folio (or confirmation) to get campers
      interested in purchasing at a later date.




                                                                                     18
                                 Chapter 7
                       Handling Reward Redemptions

KOA campers are now able to do something they have never done before – redeem
savings rewards at any KOA Kampground. When redeeming a reward, Value Kard
Rewards members may present a printed reward certificate that contains a code or
they may provide a reward code verbally to your front desk staff at check-in or they
may not even realize they have earned an award, but KampSight will let you know.

As part of the registration process, it is critically important your front desk staff
always ask, “Are you redeeming any rewards today?” Any reward code given by
a member or issued by KampSght, will be entered in KampSight during registration
to make sure it is a valid. Rewards must be presented at check-in, and cannot be
redeemed by members as a reservation deposit.



                                                        Pssssttt. Here’s a little secret.

                                                   It is the reward certificate number, not
                                                   the certificate (piece of paper) itself that
                                                   is important. The guest only needs the
                                                   reward certificate number we assign to
                                                   each reward to use at a KOA.




The Value Kard Rewards program will reimburse your KOA 50% of the value of
each reward redeemed at your KOA. KampSight makes reward redemptions easy
to track and manage. When you submit your royalties each week, KampSight will
automatically compute your royalty deduction based on the value of the rewards
redeemed at your KOA during the week. Redemptions are expected to be
proportionate to the amount of the system’s total short term nights your campground
generates.

Approximately $600,000 in rewards is projected to be redeemed by Value Kard
Rewards members at KOA Kampgrounds in the first year of the program. The
average amount of incremental discounts a KOA will give to campers as a result of
redeeming reward certificates will be about $700. For larger KOAs this amount will
be more, and for smaller KOAs it will be less. The good news is this incremental
amount of discounts will be more than offset by revenue from incremental camper
nights that the program drives.




                                                                                     19
Remember those members redeeming rewards are our best campers. Welcoming
their reward with enthusiasm is the best way to start off their GREAT experience.
Challenge your front desk staff to find unique ways to give these important guests a
pat on the back and thank them for their patronage of the KOA system.

   “Redeeming rewards at your KOA is easy”
      • Always ask guests at check-in: “Are you redeeming a reward today?”
      • Receive reward redemptions and create reward certificates with
        enthusiasm!
      • Reward codes are validated in KampSight.
      • KampSight tracks reward redemptions for you.
      • 50% of value of redeemed rewards reimbursed through royalty
        deduction.



                               Chapter 8
                     KampSight & Value Kard Rewards

If you haven’t already done so, go to www.kampsight.com and click on Value Kard
Rewards. Here you’ll find our online training tool that will take you through all
aspects of Value Kard Rewards with special emphasis on KampSight (and screen
shots too).

Also, visit the KampSight Knowledge Base. By doing a search for “VKR”, you can
find quick answers to your questions.




                                                                                    20
                                Chapter 9
                        Member Kards and Koupons

A unique set of cards have been designed specifically for this program and will help
you easily identify Value Kard Rewards members at your front desk.

The back of each card will display a toll-free Value Kard Rewards number for
customer service and support.

                                              • Member Kard – Issued to all new
                                                 members and to existing Value
                                                 Kard holders as they renew into
                                                 Value Kard Rewards. The cards
                                                 issued are permanent and will not
                                                 be reissued annually when
                                                 renewed unless the camper’s
                                                 membership expires and they later
                                                 renew as a new member.
                                                 Members can request a new card
                                                 through Kamper Services.


                                              • VIP Kard – You’ll be able to identify
                                                 these important members by this
                                                 classy black card with the word
                                                 “VIP” on it. Unlike the Member
                                                 Kard, the VIP Kard shows an
                                                 expiration date.


                                              • Owner Kard – Given to all KOA
                                                 owners annually. It helps owners
                                                 identify other owners and is also
                                                 good for the 10% savings
                                                 discount. The Owner Kard does
                                                 not guarantee a free night, but
                                                 often owners comp a free night
                                                 when this is presented. Unlike the
                                                 Member Kard, this Kard shows an
                                                 expiration date.




                                                                                   21
Value Kard Rewards Member Fulfillment Package
When a camper joins Value Kard Rewards, they can expect to receive their
membership package (letter and VKR) within 21 days of purchase.

Value Kard Rewards “Savings Kards” and “Koupons”
Like the Value Kard program, Value Kard Rewards will utilize savings-only tools to
stimulate trial of the KOA system and to entice KOA Kampers to join the program.

•   Value Kard Rewards Saving Kards: These cards have the same benefit as the
    Promotional Value Kard used in recent years. They are good for a 10% savings
    discount on daily rates for one site. No points or other benefits are given to card
    holders. These cards will show a valid date range or an expiration date. These
    are distributed to RV rental companies, RV and motorcycle rallies, and other
    events. When presented by a camper, the front desk staff should check to make
    sure the card is valid, enter in the VKR number/code, and then return the card to
    the camper.

•   Value Kard Rewards Savings Koupons: They are good for a 10% savings
    discount on daily rates for one site up to four nights. No points or other benefits
    are given to card holders. These cards have an expiration date and are
    distributed on the KOA Quick Guide, in the Value Kard Rewards VIP fulfillment
    package, and in partner promotions like Jiffy Pop, Sony Home Video, etc. When
    presented by a camper, the front desk staff should check to make sure the
    coupon date is valid, and then destroy the card. This presents a great
    opportunity for you to sell a VKR membership.

Be aware you will see valid Promotional Value Kards and Value Kard Koupons, as
well as the new Value Kard Rewards Savings Kards and Value Kard Rewards
Koupons.




                                                                                     22
                                Chapter 10
                The Value Kard Rewards Fulfillment Process


    When campers purchase a KOA Value Kard Rewards membership or renew an
    existing membership at your campground, please tell them that they will receive
    their card in approximately three weeks, but that they don’t need their card to
    access their benefits. Please give the camper their membership number and
    refer them to Koa.com to set up their profile.
The Value Kard Rewards sale or renewal transaction sets the wheels in motion to
quickly put a membership card in the camper’s hands.

Even though the camper may not have the plastic card, they will be issued a Value
Kard Rewards number at time of purchase. It will be included in their reservation
confirmation (if purchased during a reservation) or printed on their registration slip
when purchased at the front desk.

The fulfillment process has several steps. We’ve outlined this process below to help
you understand how it works.

•    All Value Kard Rewards orders are processed in KampSight nightly – or each
     KOA Kampground sends KOA, Inc. their Value Kard Rewards membership
     applications on a weekly basis.
•    The memberships processed in KampSight are batched in a file and
     electronically sent to the card encoding/inserting machine – or when KOA
     receives manual applications, they are manually keypunched into the database.
•    Fulfillment envelopes are addressed to match the membership information.
•    The newly produced cards are stuffed into the fulfillment envelopes and mailed
     first class back to the camper.

     Total time at KOA Home Office: 8-10 days depending on the time of year.

     For questions regarding Value Kard Rewards fulfillment, please contact Kamper
     Services through the KOA expeditor line.




                                                                                      23
                            Chapter 11
               Frequently Asked Questions about VKR

Q:   What happens when a Value Kard Rewards member makes multiple
     reservations under one name for themselves and their friends or family
     traveling together? Do all reservations save 10%? Who gets the
     points?
A:   The program’s one site per card rule will be applied during a reservation and
     at registration time. A member may make several reservations, but only they
     will receive the savings discount, and the member will only earn points for one
     site. KampSight takes care of this by making sure the guest’s name matches
     the membership name to receive their savings discount and points.

Q:   Are points awarded when a camper gets the Value Kard Rewards
     discount in conjunction with other discounts?
A:   Yes, but members will only receive 250 points as long as the daily site charge
     is greater than $20.00. Some KOAs will offer a Hot Deal that includes a
     special offer and the Value Kard discount. This “flat” point assignment is
     used because KampSight does not allow us to determine a net amount after
     discount to which points would be applied.

Q:   Will KOA Kampground owners and managers have the capability to add
     or adjust a member’s points?
A:   To maintain security of the program, any point adjustments to a member’s
     account will be handled through KOA’s Kamper Services Department.
     Members will be able to call the program phone number (888-562-0000) or
     email vkrservice@koa.net if they have a question about their points earned.

Q:   Why are the points a camper earns based on daily site charges?
A:   Daily site charges (before savings discount) are the one common element on
     all KOA registration receipts a KOA camper sees regardless of where they
     stayed.

Q:   Are points awarded when members take advantage of partner savings
     offers available in the savings center?
A:   No. Points are not awarded to members for purchasing a savings partner’s
     products or services.




                                                                                 24
Q:   What happens if a camper books online and then cancels their
     reservations?
A:   The member’s 250 points will be issued within 24 hours of booking the
     reservation. If a reservation is cancelled, the member will retain the points.
     The $10 reservation cancellation fee prevents abuse of cancellations in order
     to earn points.

Q:   What happens if a member redeems a reward at a KOA and then checks
     out early?
A:   If a member uses a reward to help pay for their stay and checks out early, the
     member does not receive their reward back for future use. The one exception
     is when the camper is using KOA’s one-hour guarantee. In this case, the
     member’s reward will be re-activated and the camper will have their original
     45-day activation period in which to use their reward. There is nothing the
     campground needs to do.

Q:   What if a member activates a reward, then decides they cannot use it
     within the 45-day limit to redeem?
A:   A member may return an activated reward to the program for points. Return
     transactions will only be handled by phone through the program phone
     number (888-562-0000). A 1,000 point “charge” will be levied on any
     exchanged rewards, except when the return transaction occurs within 24
     hours of activating the reward. Points will be credited to the member’s
     account within two business days following the return transaction.

Q:   What happens if my campground receives a disproportionate number of
     award redemptions?
A:   At the end of each year, reward redemptions will be analyzed to identify any
     KOAs that may have redeemed more than their fair share of total
     redemptions. “Fair share” will be determined by the proportion of a KOA’s
     short term nights to the KOA system’s total short term nights for the year.
     Those KOAs that redeem 25% or more than their fair share of total
     redemptions each year will receive an additional reimbursement of 20% on
     the amount of rewards redeemed over fair share.




                                                                                 25
                                 Value Kard Rewards Program Contacts

        Value Kard Rewards launched in March 2008! If you have any questions after
        reviewing this introduction, give us a call through the Expeditor Line (800) 548-7104.



                                  Jef Sutherland
              444                        Vice President
       6.248.7 .7431                  Franchise Operations
P - 40 31/255
       4
ext. 7 6.248.7414
  F - 40
               oa      .net
  uther land@k
js

             Jef Sutherland
            Vice President of
                                                  Lorne Armer
         Franchise Operations
                             , Inc.              Vice President
                        erica
          jsutherland@koa.net
                    f Am
                ds o 7431                         of Marketing
             ounExt: 0558         A
       Kampgr     ox 3      8 US                larmer@koa.net
               P.O. B 9114-055
                    T5
              gs, M                                Ext: 7421
        Billin

                                                              P - 406.254.7421
                                                              F - 406.248.7414         Lorne
                                                                                               Arme
                                                             larmer@koa.net
                                                                                        Vice
                                                                                             P
                                                                                         Mar reside
                                                                                             keti nt
                                                                                                       r
                                                                                                 ng




                                                    Kampgrounds
                                                                    of America, In
                                                            P.O. Box 3055         c.
                                                    Billings, MT          8
                                                                  59114-0558
                                                                              USA




                                                                                               26
                               Appendix
                 KOA Policies Regarding the Value Kard

It is important that every franchisee understand exactly what their obligations are
with respect to the Value Kard Rewards program. Per Section 3(k) of your franchise
agreement, each KOA franchisee is required “To participate in the KOA Value Kard
program and follow the policies and participation guidelines of KOA. Franchisee will
sell the Value Kard for the amount specified by KOA and mail the proceeds, card
applications, forms and other Value Kard related documents at the time and to the
address specified by KOA for participation in the program.”

Pursuant to the franchise agreement, KOA, Inc. asks each of our franchisees and
their staff to support the following KOA Value Kard Rewards policies:

   •   Ask every camper at the time of registration if they belong to KOA’s Value
       Kard Rewards program.

   •   If the camper does not belong to Value Kard Rewards, offer to sell them a
       membership at the current price. No discounting of the Value Kard Rewards
       program is permitted.

   •   All KOA Kampgrounds are required to participate in Value Kard Rewards
       promotions and marketing programs.

   •   All KOA Kampgrounds are required to honor all valid reward certificates
       presented by Value Kard Rewards members. Rewards are treated as a
       payment type and must be accepted any time they are presented, subject to
       the program’s maximum redemption limit of $100 per stay.

Value Kard Rewards is the only camping savings card your campground should
honor. Being a powerful brand requires us to create a consistent camping
experience for our campers. When a KOA Kampground honors discount cards like
Good Sam or AAA, it dilutes the consistency in the camping experience we are
striving to establish for our campers.

IMPORTANT NOTE: Be aware that in 2009, KOA Kampgrounds that choose to
  honor camping savings cards other than the KOA’s Value Kard Rewards
              will not be eligible for the President's Award.




                                                                                    27

				
DOCUMENT INFO
Shared By:
Categories:
Tags:
Stats:
views:65
posted:7/29/2011
language:English
pages:29