Sean Kingsbury, Marketing Executive for State Farm at their Bloomington, Illinois headquarters, gave Rotarians a lesson in brand strategy during this week’s meeting.  Kingsbury said the goal of their campaign is to build brand trust for their various insurance products. He noted the use of actors like Arnold Schwarzenegger and Danny DeVito, plus Kevin Miles who portrays company representative “Jake” in commercials, all have appeal to certain market segments.  He said the same goes for famous sports figures who appear in their commercials.  He said they all carry the message of “why we can be someone’s trusted insurance company.”

 

Kingsbury said it is important to have one’s brand strategy clearly understood.  He gave the example of automaker Kia which has transformed itself into a more luxury brand while offering vehicles that are basically the same as Hyundai.  He said data shows that during a recent general vehicle sales slowdown, Kia was able to keep selling their cars at a premium while makes like Hyundai were forced to offer price cuts.

 

Kingsbury offered some marketing tips for Rotary.  Praising the organization’s service and humanitarian efforts locally and around the world, he said it is important to keep this brand identity at the top of everyone’s mind.  He said that means regularly sharing the Rotary story through social media, newsletters, and personal invitations for people to attend Rotary events.  He said just like State Farm, Rotarians should always be looking for opportunities to explain “who we are and what we do.”

Sycamore Rotarians got acquainted with new Rotarian Heather Tomlinson as she gave her classification speech during this week’s meeting.  Tomlinson helps coordinate recovery care programs and resources in DeKalb and Ogle Counties for the non-profit organization Sauk Valley Voices of Recovery.

 

Tomlinson grew up in Genoa, mainly raised by her grandparents.  She said she did a lot of travelling beginning in her 20’s but did not always make the wisest choices.  She said it was not until she was 39 that she found her path to addiction recovery.  This is what led her to focus on a career in social work, specifically helping people overcome their addictions.  She began taking classes at Aurora University and then joined Sauk Valley Voices of Recovery.  Tomlinson says she now feels she is fulfilling her full career potential by helping others.  She said a big part of helping someone overcome an addiction is making the individual strong mentally and physically, plus having a  feeling of being “grateful.”  Tomlinson says these same qualities got her interested in Rotary membership because of its commitment to service for others and community philanthropy.

 

Tomlinson says she relaxes by taking part in a Sunday morning walking group and also enjoys trips with her three children, ages 8, 12, and 17.  Please be sure to extend a warm “Rotary Welcome” to Heather Tomlinson when you next see her.