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GOLF TOURNAMENT REACHES OUT TO KIDS Making a difference and building the brand By Dennis H. Pillsbury
This month 162 junior golfers from all across the country—108 boys and 54 girls, ages 13 to 18—are competing in one of the most prestigious junior golf events in the nation: the 37th annual Trusted Choice® Big “I” Junior Classic, formerly the Independent Insurance Agents Junior Classic (IIAJC). The junior golfers will play on the Kampen Course of the Birck Boilermaker Golf Complex on the campus of Purdue University in West Lafayette, Indiana, July 31 through August 4. The boys compete for the Robert Trent Jones Trophy and the girls for the Mayerstein Trophy. This marks the fourth time this event has been in Indiana. The initial tournament was played in 1969 at the Otter Creek Country Club in Columbus, Indiana, fittingly on a Robert Trent Jones designed course. And the tournament returned to Otter Creek in 1985 and 1996. The return to Indiana is additionally appropriate as it comes to R.E. “Buffy” Mayerstein’s hometown, after whom the girls’ trophy is named. Buffy, who is tournament director this year, is retiring this year from MBAH Insurance in Lafayette. Having the tournament in his hometown serves as a fitting tribute to a man, who, along with his wife, Alice, have been strong supporters of junior golf and the Trusted Choice Big “I” Junior Classic for the past 26 years.
Sherry Frey, CPCU, CIC, AAI, director of marketing for MBAH Insurance, says it is “terrific that the tournament finals are being hosted in his (Buffy’s) hometown in the year he is retiring. This is an event in which we all take pride.”
She continues: “I really like the name change. We are planting our brand in a positive way in the minds of young people.” Sherry, who is a member of the host committee, adds, “One of my goals is to enhance this tournament’s reputation as one of the leading events in the junior golf tour. And to publicize the role of the thousands of agents who make this event possible.” As a golf tournament, the Trusted Choice Classic has been eminently successful, boasting winners who have gone on to successful careers in the PGA and LPGA, including such luminaries as Tiger Woods, Justin Leonard, Bob Tway, Cristie Kerr, Candie Kung and Grace Park. But even more important is the fact that many more participants have gone on to success in other areas. As Trusted Choice Classic Chairman Bob Bramlett explains: “I have seen the impact we make as role models for these kids. There is no better way to be mentors to young people. This is very personal for me. My son just graduated from the University of Oklahoma and I credit the discipline he learned in junior golf for his success in school. He isn’t blessed with the talent to be a championship golfer, but he can be a champion in some other endeavor, and junior golf has shown him the way to strive for higher levels. Ninety-five percent of the young people that we mentor have a great chance to be champions.” Bob, who is president of The Bramlett Agency in Ardmore, Oklahoma, continues: “We’re trying to think outside the box to really elevate this event and make a difference with even more youngsters. We’re already working with the Tiger Woods Foundation and are talking to the First Tee Program to see how we can get more talented inner city youth involved in the tournament. That’s another way we can really make a difference.” You need to spend only a few minutes with Bob to realize just how passionate he is about the opportunities this sport can bring to young people. And he’s hardly alone. Committee member Pat O’Connor echoes Bob’s enthusiasm. “This is a unique opportunity to do good by helping people,” says Pat, who is with City Securities in Indianapolis, a firm that provides both insurance and investments. “This is a real win-win. We are serving the young people and helping them achieve their goals, but we get so much out of it as well. I just watch the enrichment and enthusiasm of the kids who play in the qualifying rounds, in the state tournaments, and in the national tournament. I’m enriched by it myself. It really lifts your spirits.
“We do exit surveys and the parents, kids, host families, and volunteers all feel the same way. These young people are the hope for the future and it is very gratifying to see how impressive they are.” Pat chaired the Trusted Choice Classic in 1996, when the tournament returned to Columbus, Indiana, and currently serves as co-chairman of this year’s host committee. Pat continues: “This is probably our single largest branding initiative. People see the event on the Golf Channel and, this year will see our Trusted Choice logo as part of a very positive event. In addition, the more than 8,000 youngsters who participate in the qualifying tournaments are positively exposed to the independent agency system. Don’t forget that they are our future buyers and employees.” Pat admits: “I really did not understand the full impact of this program and how many people it touches. I still have people stopping me in the airport with nice things to say who remember me from the tournament in 1996. It’s really an incredible experience that keeps on giving.” Chris Smith can speak directly to the impact of the Classic for a young person and for an adult. “Golf is a great game for kids,” Chris says, pointing out that “it teaches sportsmanship.” Chris knows of what he speaks since he was a winner of the IIAJC in 1986, has been a touring pro with the PGA for nine years, and is the course pro for Wolf Run Country Club in Zionsville, Indiana. Golf also helped him through college; he played for Ohio State from 1987 through 1991. Chris exemplifies the kind of person that emerges from the junior golf tour—not because he is a touring pro, but because he cares. This year, Chris is working with the host committee and is speaking at the opening banquet for the tournament because he “wants to give something back to junior golf. I was asked to speak and I jumped at the chance.”
Chris grew up in an insurance family. His grandfather had an independent agency in Rochester, Indiana, at which three uncles and two cousins work. “I’ve always been involved with agents and always wanted to play in the IIAJC.” “Many months of preparations go into making this event a success,” says Cliston L. Brown, director of public affairs and media relations for the IIABA. “The amount of work done by agents, volunteers, family, and friends is enormous. This is all about building relationships at the local level and making a difference.” The unique format of the Trusted Choice Classic that includes several months of local qualifying events followed by state qualifiers in 42 states and then the national finals means that, not only do thousands of young people interact with local agents, but that, this year, the Trusted Choice brand will be displayed for months at qualifying tournaments around the country. Local radio and television stations provide news coverage for these events and the finals will be covered nationally on the Golf Channel. Also unique is the fact that the young people will be staying in the homes of local people when they come to the national event. “The community opens its doors to the kids,” notes Todd Neumann, sales officer with Allied Insurance, Des Moines, Iowa. Not surprisingly, the agents’ insurance company partners play a significant role at local, state, and the national event, both financially and as volunteers. Todd Neumann says that this event plays directly into Allied’s marketing philosophy as a regional carrier that is “committed to the local relationship.” Allied is the national tournament sponsor. Employees from the insurer volunteered their time to help with local events. Todd is involved with the national tournament. Allied, which is part of the Nationwide Group, “is a Trusted Choice partner company and we see this event as very important to the independent agency system and its effort to establish this brand in a positive way. “A number of these kids may make it to the PGA tour,” he continues. “On their way, we’d love to see some of them make the Nationwide Tour their first stop.” While the Trusted Choice Big “I” Junior Classic is one of the most prestigious events on the junior golf circuit, it is far more than a golfing event. It is a relationship builder and an opportunity for agents to mentor young people. As Pat O’Connor notes, “You get out of it what you put into it. Everyone who really gets involved is enriched by the experience.” * |
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