Lacek Teams with Starwood to Offer StarStruck
02.07.2007
MINNEAPOLIS, MN
After another successful year, The Lacek Group is awarding its second round of Starwood Preferred Guest (SPG) Starpoints to its employees. As part of the company’s innovative StarStruck employee familiarization program, which was introduced in 2004, individual Lacek employees again are receiving an average of 50,000 SPG Starpoints to redeem at Starwood Hotels & Resorts properties around the world.
“As Starwood’s marketing agency of record for its award-winning Starwood Preferred Guest program since its inception in 1999, we were looking for a creative way for all employees to become Starwood customers and to experience the world of Starwood,” said Bill Baker, president of The Lacek Group. "Through StarStruck, all Lacek employees, not just those who travel on business or those who are assigned to the Starwood account, become familiar with the program first-hand. Through a customer’s eyes, each employee provides feedback on program elements, such as the benefits structure, communications and booking and redemption processes. They also provide insight on how to keep the program fresh and competitive. Moreover, it keeps our entire team excited about this very important client.”
According to Baker, the decision to award Starpoints at the end of each StarStruck program period is based on the financial performance of The Lacek Group and employee feedback. After certain goals are met, The Lacek Group buys Starpoints from Starwood for employee distribution. While points may be used for other awards, the intent is for familiarization with Starwood properties, and most employees use them for that purpose.
“We have always valued our strong relationship with The Lacek Group,” said Robin Korman, vice president, Starwood Preferred Guest. ”And with the continuation of the StarStruck program, we now have something really special. Not only do we have a marketing partner purchasing our points, but they are doing so with the clear intent of enabling their team members to experience the redemption process first-hand and provide unique feedback on how to make the whole program better.”
Baker said StarStruck has been extremely popular with employees. “This has been unbelievably generous of the company,” said Tracy Lynn Simmons, senior traffic manager at Lacek. “I’ve used it twice, including a wonderful trip to New York City. My stay at the Sheraton New York Hotel & Towers provided a real opportunity to better understand the SPG program, and to feel good about the work we do for Starwood and its customers.”
“On a personal level, StarStruck made it possible for me to take my family on a memory-making trip to Disney World,” said Randy Gunderson, vice president of account services. “And from a business perspective, the program provides a very specialized focus group that returns from Starwood-centric travel with a real passion for the client.”
Additional employee-centered programs at The Lacek Group include the Carry On service loyalty program introduced late last year, designed to recognize team members for their years of service, and the Lacek Achievers’ Awards celebration, held annually for the past 10 years, honoring individual employees for exemplary contributions as judged by peers.
The Lacek Group is a behavior- and data-driven direct marketing agency specializing in the development, communication and ongoing management of customer loyalty programs.
02.07.2007
MINNEAPOLIS, MN
After another successful year, The Lacek Group is awarding its second round of Starwood Preferred Guest (SPG) Starpoints to its employees. As part of the company’s innovative StarStruck employee familiarization program, which was introduced in 2004, individual Lacek employees again are receiving an average of 50,000 SPG Starpoints to redeem at Starwood Hotels & Resorts properties around the world.
“As Starwood’s marketing agency of record for its award-winning Starwood Preferred Guest program since its inception in 1999, we were looking for a creative way for all employees to become Starwood customers and to experience the world of Starwood,” said Bill Baker, president of The Lacek Group. "Through StarStruck, all Lacek employees, not just those who travel on business or those who are assigned to the Starwood account, become familiar with the program first-hand. Through a customer’s eyes, each employee provides feedback on program elements, such as the benefits structure, communications and booking and redemption processes. They also provide insight on how to keep the program fresh and competitive. Moreover, it keeps our entire team excited about this very important client.”
According to Baker, the decision to award Starpoints at the end of each StarStruck program period is based on the financial performance of The Lacek Group and employee feedback. After certain goals are met, The Lacek Group buys Starpoints from Starwood for employee distribution. While points may be used for other awards, the intent is for familiarization with Starwood properties, and most employees use them for that purpose.
“We have always valued our strong relationship with The Lacek Group,” said Robin Korman, vice president, Starwood Preferred Guest. ”And with the continuation of the StarStruck program, we now have something really special. Not only do we have a marketing partner purchasing our points, but they are doing so with the clear intent of enabling their team members to experience the redemption process first-hand and provide unique feedback on how to make the whole program better.”
Baker said StarStruck has been extremely popular with employees. “This has been unbelievably generous of the company,” said Tracy Lynn Simmons, senior traffic manager at Lacek. “I’ve used it twice, including a wonderful trip to New York City. My stay at the Sheraton New York Hotel & Towers provided a real opportunity to better understand the SPG program, and to feel good about the work we do for Starwood and its customers.”
“On a personal level, StarStruck made it possible for me to take my family on a memory-making trip to Disney World,” said Randy Gunderson, vice president of account services. “And from a business perspective, the program provides a very specialized focus group that returns from Starwood-centric travel with a real passion for the client.”
Additional employee-centered programs at The Lacek Group include the Carry On service loyalty program introduced late last year, designed to recognize team members for their years of service, and the Lacek Achievers’ Awards celebration, held annually for the past 10 years, honoring individual employees for exemplary contributions as judged by peers.
The Lacek Group is a behavior- and data-driven direct marketing agency specializing in the development, communication and ongoing management of customer loyalty programs.
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