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Marketing Made Easy

2015 Ensemble – Marketing Resource Guide

08/15 ClientBase Windows Resource Guide 1

Table of Contents

ClientBase Windows Marketing & Best Practices ................................................................................................................... 3

Good Marketing is a Result of Quality Data ........................................................................................................................ 3

Create a Report Card of your Client Profiles ....................................................................................................................... 3

Checking Your Data ............................................................................................................................................................. 3

Performing a High Level Database Analysis ........................................................................................................................ 9

Marketing Queries ................................................................................................................................................................ 10

Updating and Deleting Marketing Codes .......................................................................................................................... 10

Using Level 3 Queries ........................................................................................................................................................ 10

Using Level 2 Queries for email mailers ............................................................................................................................ 14

Verify you have the Ensemble Private Label ..................................................................................................................... 16

Mailer ID’s ............................................................................................................................................................................. 18

Find Mailer IDs in CBMS .................................................................................................................................................... 18

Search Mailer IDs in ClientBase ........................................................................................................................................ 19

Saving Queries ................................................................................................................................................................... 20

View the Details ................................................................................................................................................................ 21

NCOA ..................................................................................................................................................................................... 23

National Change of Address Auto-Updates in ClientBase ................................................................................................ 23

How It Works .................................................................................................................................................................... 23

Add Marketing Codes ........................................................................................................................................................ 25

Review Address Changes .................................................................................................................................................. 26

Remove NCOA Update Check Mark .................................................................................................................................. 27

Frequently Asked Questions: ............................................................................................................................................ 28

Cohort Queries and Reports ................................................................................................................................................. 29

Query and Save ................................................................................................................................................................. 29

View the Data .................................................................................................................................................................... 32

View the Detail .................................................................................................................................................................. 35

Cohort Codes, Names & Descriptions ............................................................................................................................... 36

Home Page URL ..................................................................................................................................................................... 38

Update the Home Page URL ............................................................................................................................................. 38

Ensemble & ClientBase Windows Resource Guide


Adding Ensemble Marketing Codes and Partner IDs to your Database ............................................................................... 39

Ensemble Marketing Categories, Codes and Partner ID’s .................................................................................................... 41


ClientBase Windows Marketing & Best Practices

Good Marketing is a Result of Quality Data Full Mailing Addresses Emails with Marketing permission Marketing Codes Travel History Res Cards Segmentation

Create a Report Card of your Client Profiles Dashboard Reports:

Profile Quality Analysis will give you I high level picture of your database.

You can get a snapshot of whether or not the information needed for your marketing is being collected.

This report can be run by Agency or individual Agents. If run by an individual Agent, you can pinpoint those not collecting the valuable data needed to support your marketing efforts.

Checking Your Data The Profile Quality Analysis report shows you what is being collected. You can query your database to see what is NOT being collected. Here are some queries that will help you accomplish this.

Profiles with missing emails: Get the most out of your E-Marketing by adding email addresses to profiles.


Select Summarize to view the query criteria:

Once you Refresh, and see the detail in the display area, select any columns you want to display. You can also select the Columns button to sort your data.

Save your Query for quick, efficient access in the future.

For clients that do not have an email address, create a Marketing Code called ‘No Email’. When you create the query for missing email addresses, add another filter. Select the Marketing Codes tab and double click the ‘No Email’ code. This will exclude clients that do not have an email address.

Personal: For your own use only Global: For the use of everyone in the agency


Invalid emails (missing the @sign): Sometimes missing or incorrect email symbols are used when entering an email address. Query

your database for the missing or incorrect symbols to ensure your email addresses are accurate.

Summarize:


Invalid emails (has a comma instead of a period for .com):

This same query can be used for any number of odd characters that do not belong in an email including a space.

Summarize:

Profiles that cannot be mailed – Requires 4 filters:

Find profiles that do not have an address, city, state or zip code to ensure clients can receive publications.

Summarize:


Profiles with no Marketing Codes: Marketing codes hold essential marketing information about your clients such as life cycle,

budget and interests. They also contain specific Ensemble categories and codes.

You should not have a profile that doesn’t have at least one marketing code selected.

Depending on the size of your database, you may want to run this Query at night.

Profiles with no Res Cards:

Creating Res Cards for trip inquires allows agents the means to follow-up with their clients so nothing falls through the cracks. It also allows management to track the inquiries to ensure all leads are followed up upon.

Summarize:

Run Queries by Primary Agent and create a Reminder for the Agent to follow-up.


Profiles with no Travel History: Query to find which clients have not traveled in the last 2 or 5 years. This enables the agent to

contact these clients.

Summarize:

Save Queries and run them monthly for regular database maintenance.


Performing a High Level Database Analysis Support your marketing objectives through customizable ClientBase settings!

Marketing Categories/Codes and Marketing Partner ID’s o Do you have duplicate codes? This may have been caused when you were importing data – this can be

fixed with Global modify to populate the code you are keeping and then uncheck the code you want to remove.

o Do you have Marketing Partner IDs? Global Defaults > Profile defaults > Marketing Codes. Use your scroll bar to move the columns to the right and see if there are codes in the Marketing Partner ID column. If the column is empty let us know so we can help you get those loaded.

Required Fields o Global defaults > General Setup > Required fields o Required means you cannot save the profile without that field. Optional means you are prompted to

enter the data but will not be stopped from saving the data. o Do not go overboard! Users will put junk in the fields if you make too many items required. Suggested

required fields are last name, first name and state. User Defined Fields (Zip, City, State etc.)

o Look for the blue underlines fields in your program. This signifies a User definable field and means you can create the values you want in the drop down field, giving you a better chance of getting consistent data – no typos.

o Click the blue label or go to Global Defaults > General Set up > User defined fields. Marketing Permission Settings

o Global Defaults > Profile Defaults > Communication Defaults o This is usually set when you receive the database. o Canadian agencies must leave this set to NO until they have obtained “express” or “implied” consent.

Vendor ID’s o Vendor ID’s come as defaults in new databases. For old databases if your major suppliers are not

showing a value in the Vendor ID, visit our website for a list. o http://static.trams.com/tramslibrary/documentation/tbo/vendorids.pdf

http://static.trams.com/tramslibrary/documentation/tbo/vendorids.pdf


Marketing Queries

Updating and Deleting Marketing Codes 1. Select the Marketing Tab in the Profile 2. Select the marketing codes that apply by clicking the box to the left of the code for adding a check mark or

clicking an existing check mark to remove the code(s) that do not apply. NOTE: To see additional marketing categories, use the blue arrows on the right side of the page

Using Level 3 Queries Use Level 3 to look for ‘Paid Names’. Verify the count matches your Ensemble contract.

1. Select the Level 3 Tab 2. Select Add Filter

3. General Info Tab: Select Profile Type Leisure 4. Marketing Tab: Select Ensemble Vacations 5. Select OK


6. Select Add Filter 7. Marketing Tab: Select Ensemble Lifestyles 8. Select OK 9. Select Refresh 10. Select Count


11. Verify the Profile count matches your Ensemble contract for Paid Names. For those profiles that are not Paid Names, mark them as Bonus Names

1. Select the Level 3 Tab 2. Select Add Filter 3. General Info Tab: Select Profile Type Leisure 4. Marketing Tab: Click on the Ensemble Vacations code TWICE so appears in the box. Do the same for

Ensemble Lifestyles and Bonus Names. 5. Select OK 6. Save your Query by selecting File > Save Query As


7. In the display area, right click and choose Select All. The list of profiles will turn blue.

8. Right click again and choose Add Marketing Code 9. Move down and check mark Bonus Names 10. Select OK


Using Level 2 Queries for email mailers Use Level 2 Queries to look for specific Mailers that have been created for Email or Direct Mail marketing.

1. Select the Level 2 tab 2. Select Filter


Query to find all email promotions that have been opened:

3. General Info Tab: Select Profile Type Leisure 4. Activities Tab: Select Mailers, Enter a Date Range (using a from date of =-7,0,0 and a to date of = will always

give the mailers from the last 7 days), Subject = Promo open 5. Select Ok

6. Save your Query by selecting File > Save Query As 7. Name your Query Promo Open


Query to find all email promotions that have been sent:

1. Select the Level 2 tab 2. Select Filter 3. General Info Tab: Select Profile Type Leisure 4. Activities Tab: Select Mailers, Enter a Date Range, Subject = Promo sent 5. Select Ok 6. Save your Query by selecting File > Save Query As 7. Name your Query Promo Sent

Query to find all email promotions that have been clicked (client clicked a link within the email):

1. Select the Level 2 tab 2. Select Filter 3. General Info Tab: Select Profile Type Leisure 4. Activities Tab: Select Mailers, Enter a Date Range, Subject = Promo click 5. Select Ok 6. Save your Query by selecting File > Save Query As 7. Name your Query Promo Click

Query to find Direct Mail promotions that have been sent:

1. Select the Level 2 tab 2. Select Filter 3. General Info Tab: Select Profile Type Leisure 4. Activities Tab: Select Mailers, Enter the Mailer ID 5. Select Ok

Verify you have the Ensemble Private Label **If you do not have the Ensemble Private Label, contact your Ensemble rep.


Mailer ID’s

Find Mailer IDs in CBMS

1. Login to www.clientbasemarketing.com.

2. Find the promotion.

a. From the Home page, move down to find the promotion.

b. Click on My Calendar for additional searching.

http://www.clientbasemarketing.com/


3. Select the promotion to find the Mailer ID.

Search Mailer IDs in ClientBase 1. In the Profile Manager, click on the Level 2 tab. 2. Select Filter.

3. On the General Info tab, select Profile Type as Leisure. 4. On the Activities Tab, enter the Mailer ID. 5. Select OK.


Hint: You can also search for Mailer IDs by Branch and/or Agent.

Saving Queries 1. File > Save Query As. 2. Select Level (Global = Entire agency can access; Personal = Only the person who created the query can access). 3. Enter a Name or use the Mailer ID.


View the Details

1. To see the details of the promotion in ClientBase, double click to open the Profile. 2. Click on Activities. 3. Double click (or highlight and select Modify) the Mailer.


NCOA National Change of Address Auto-Updates in ClientBase This guide describes the steps you need to complete, in order to participate. A Frequently Asked Questions section is included at the end of this document.

This functionality enables you to have your client list – stored in ClientBase, automatically updated with National Change of Address (NCOA) information. How the new NCOA feature works:

Ensemble will process records for each direct mail campaign through NCOA verification.

The new address data received after the NCOA verification will be passed to ClientBase through an API (pipe between the two systems).

The “old” primary address will be moved to the additional address section and the new NCOA address will be marked as the primary address for each affected client.

The NCOA address description in the record will display the following text “NCOA update <<Month of update>> <<Year of update>>” example: “NCOA update April 2015”.

The newly updated addresses will be the address included on Ensemble publications and Target Mail mailings.

A check mark will be applied to a marketing code, allowing you to query ClientBase for updated client records (Marketing Code: NCOA Update).

How It Works

Your clients’ new NCOA addresses will be inserted, but the old primary addresses will not be deleted.

The new NCOA address description in the record will display the following text “NCOA <<Month of update>> <<Year of update>>” example: “NCOA April 2015”. It will include all the address type check marks that the original primary address included.

The old primary address will no longer have the primary address check. NOTE: The primary address check and any additional address check you had on the original primary address will be moved to the new address.

The new NCOA address will be marked as the primary address for each affected client.

The newly updated address will be the address included for mailings.

A check mark will be applied in a marketing code, allowing you to query ClientBase for updated client records.

o Marketing Category ‘Publication Codes’, Marketing Code ‘NCOA Update’, Marketing Partner ID ‘NCOAE’


Add Marketing Codes Depending on which ClientBase version your agency is using, there might not be a “NCOA Update” Marketing Code in your ClientBase. In order for you to be able to query for updated client records, you will need to add that code. You should also have an “Invalid Address” Marketing Code as well.

1. To add the Marketing Codes: Select Global Defaults > Profile Defaults > Marketing Codes.

2. Click Add. 3. Select the Category (Publication Codes); Enter a Description: NCOA Update. 4. Enter the Marketing Partner ID: NCOAE. 5. OK.


6. Follow these same steps to add the ‘Invalid Address’ marketing code to the same Category if needed. The Marketing Partner ID is INVAD.

Review Address Changes 1. Select Level 2 Query.

2. Select Filter.

3. On the General Info tab, Profile Type = Leisure.

4. On the Marketing tab, select NCOA Update in the Publication Code category.

a. NOTE: You may need to move down to find the category using the blue arrows on the right.


Remove NCOA Update Check Mark Once you have reviewed each address, you will need to remove the checkmark from the NCOA Update Marketing Code for future address changes.

Search for Profiles: 1. Select Level 2 Query

2. Select Filter

3. On the General Info tab, Profile Type = Leisure

4. On the Marketing tab, select NCOA Update in the Publication Codes category.

a. NOTE: You may need to move down to find the category using the blue arrows on the right.

Global Modify Profiles: 1. Go to Utilities > Global Modify.

2. Select the Marketing Fields Tab.

3. Select the Marketing Category: Publications.

4. ‘Check’ NCOA Update.

5. Select Remove Marketing Codes.


6. Select Global Modify Now.

Frequently Asked Questions: What will be updated in my ClientBase after I sign-up for NCOA auto-update? Ensemble will only uncheck the check mark on your clients’ current primary addresses and insert a new primary address for all clients affected by NCOA verification. The new address will be accompanied by description: “NCOA <<Month of update>> <<Year of update>>” example: “NCOA April 2014”. This will be completed on a quarterly basis.

Will the old address be marked as invalid? No. Ensemble will not modify any other characteristics on any other addresses in your ClientBase.

Will I be able to query for updated records in my ClientBase? Yes. As long as the Marketing Code with the corresponding Marketing Partner ID: NCOAV exists in your agency’s ClientBase prior NCOA verification, Ensemble will apply a check mark on the NCOAV code for you to query your affected client records.

When will the next NCOA be done? NCOA will be done with every direct mail promotion.


Cohort Queries and Reports

Query and Save 1. Search for all Leisure Clients. 2. Select Columns.

3. Remove all the fields in Fields in Columns EXCEPT Profile.Name.

a. Highlight the field(s) and use the left arrow to move them to ‘Fields Available’.

4. Move Profile.Branch and Profile.Ensemble Segment Number to ‘Fields In Columns’.

a. Highlight the fields under Fields Available and use the right arrow to move them to Fields in Columns.

5. Select OK.


6. Sort the ‘Ensemble Segment Number’ in ascending order.

a. Hold down the Shift key and click on the column header.


7. Select Merge To > File.

8. Select the 3 dots next to the File Name. Select the location on your computer to save the file, assign a name and select Save.

9. Make sure Tab Delimited is Selected. 10. Select Export.


View the Data 1. Open Microsoft Excel.

2. Find the file you saved above.

a. Make sure to change the File Type field to .txt (lower right hand side.

3. Make sure Delimited is selected. Select Next.


4. Make sure Tab is selected (under Delimiters). Select Finish.

5. Select all the data in the spreadsheet. 6. Select Insert > Pivot Table.


7. On the right hand side, Select all three fields under ‘Choose Fields to add to report:’. 8. At the bottom, under Row Labels:

a. Drag the Ensemble Segment to Column Labels b. Drag Name to Values c. Leave Branch in Row Labels

Your report will look like the following: Note: The report will be on tab Sheet 2

After dragging,

the boxes will

look like:


View the Detail 1. To see the detail, double click on the individual Column/Row Count. 2. For example, by double clicking on Column D, Row 5 (Barry & Kathleen for Branch 0), a new tab will be created

listing the detail.

3. You can re-name the tab(s) if needed. Right click on the tab and assign a new name.


Cohort Codes, Names & Descriptions


Home Page URL

Update the Home Page URL

ClientBase gives you the ability to access the Ensemble Extranet directly from the Home tab in ClientBase Windows.

Some databases may have an old URL stored as the default. Follow these directions to update to the correct URL.

1. Select Global Defaults > Manager Defaults > Home Page URL

2. Home Page URL: http://agent.ensembletravel.com/

http://agent.ensembletravel.com/


Adding Ensemble Marketing Codes and Partner IDs to your Database Refer to the Ensemble Marketing Categories and Codes list at the end of this document to determine if categories and/or codes need to be added to your database. If both a category and related codes need to be added, create the category first. To add a Marketing Category (if necessary):

1. Select Global Defaults > Profile Defaults > Marketing Categories

2. Select Add. 3. Enter the Category Name. 4. Select OK.

To add a Marketing Codes and Partner IDs:

1. Go to Global Defaults > Profile Defaults > Marketing Codes.


2. Select Add

3. Select the Category you need to add the code to. 4. Enter the name of the Marketing Code. 5. Enter the Marketing Partner ID. 6. Click on OK.


Ensemble Marketing Categories, Codes and Partner ID’s

Category Code ClientBase-Partner ID

TRAVELER TYPE Upscale Traveler E0503

Mass Market Traveler E0504

Mid-Market Traveler E0501

VIP Client E0505

Steady Client E0506

Shopper E0507

Prospect E0508

Physically Challenged E0502

PUBLICATION CODES Ensemble Vacations E0707

Ensemble Select Publication E0750

Bonus Names E0708

MTRS-E-Matrix E0755

Past PAX E0703

Pub 5 E0704

Pub 6 E0705

PUBLICATION CODES2 Ensemble Lifestyles E0751

DESTINATIONS Africa E0910

Alaska E0911

Amazon E0901

Asia E0912

Australia E0913

Bahamas E0902

Bermuda E0903

British Isles E0904

California E0914

Canada E0915

Cape Horn E0905

Caribbean E0916

Central America/Costa Rica E0906

China E0917

Continental USA E0918

Disney E0919

Eastern Europe E0920

Europe E0921

Florida E0922

Greek Islands E0907

Hawaii E0923

India E0908

Indonesia E0909

Japan E0935

Las Vegas E0924

Mediterranean E0936

Mexico E0925


Middle East E0926

New Zealand E0937

North America E0927

Pacific Northwest E0938

Pacific Rim E0928

Panama Canal E0939

Polar Regions E0929

Russia E0930

Scandinavia E0931

South America E0932

South Pacific E0933

Tahiti/Fiji E0940

Turkey E0942

Vietnam E0941

Western Europe E0934

INTERESTS Adventure Travel E1001

All-Inclusive E1002

Alt. Lifestyles E1003

Archaeology E1029

Art/Culture/Theatre E1004

Bed & breakfasts E1005

Bicycling Tours E1006

Boating/Yachts E1007

Couples Only Resorts E1030

Cruises E1008

Diving/Water Sports E1009

Eco-Tourism E1010

Escorted Tours/Coach E1011

Family travel/Disney E1012

Fishing E1031

Fly/Drive Trips E1013

Food & Wine E1014

Gambling E1015

Golf E1016

Hiking/Walking E1017

Islands resorts/Sun E1018

Luxury Resorts/Hotel E1019

Religious Vacations E1032

River Cruises/Barges E1033

Safaris E1020

Scuba Diving E1034

Shopping trips E1021

Sightseeing/Museums E1022

Singles Trips E1023

Skiing E1024

Spas & Fitness E1025

Sports/Active Enthusiast E1036

Standard Hotels E1026

Tennis E1027

Villas/Condos E1028

World Cruises E1037

TOURS Abercrombie & Kent E1301

(max PartnerID E1331) Avanti Destinations E1305


CIE Tours E1306 Classic Travel E1330 Delta\MLT Tours E1331 Globus E1315 Gogo Tours E1316 Qantas Vacations E1322 Tauck Tours E1325 Travel2

Travel Impressions E1327 Ya'lla Tours E1328

CRUISES Avalon Waterways E1401 (max PartnerID E1422) Azamara E1402 Celebrity Cruises E1404 Crystal Cruises E1405 Cunard E1406 Disney Cruise Line E1407 Holland America E1408 Norwegian Cruise Line E1409 Oceania Cruises E1410 Paul Gauguin Cruises

Princess Cruises E1411 Regent Seven Seas E1412 Royal Caribbean International E1413 Sea Dream Yacht Club E1414 Seabourn Cruise Line E1415 Silversea E1416 Star Clippers

Uniworld E1417 Variety

Viking River Cruises E1418 Voyages of Discovery E1419 Windstar Cruises E1420

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