Creating A Powerhouse Brand: Expanding Through Acquisitions
A national commercial real estate firm with regional expertise, Lee & Associates embarked on an ambitious expansion plan. The business strategy focused on targeting local, smaller shops with strong industry leaders already in place, and melding the operation into the much larger platform at Lee.
The company turned to THO to develop, create and implement a public relations program that had two primary goals: build overall brand awareness on a regional and national basis which would support their recruiting efforts as the company expanded; and provide consistent materials and information for each company as they came on
board, thus each individual launch had an ‘instant start-up’ to make their move to the Lee platform successful.
The program involved three steps:
First, THO created a series of templates that would allow give internal marketing champions an instant starting kit which could be used in their local market.
Second, the local and national outreach objectives were defined and developed for each new market.
Finally, the launch, which included opening events, various advertising/marketing components and media outreach on both a national and local level, was held for each market.
The program, which was developed and expanded over an eight-year period, included the development of a full-scale media relations program, an advertising and e-blast program focused on recruiting, the launch of the Lee social media platforms including Facebook, LinkedIn and Twitter, and the development of select trade show
and marketing materials.
Over the eight-year period, the firm grew from about 20 offices to more than 55 offices throughout the country. In one year alone, they added five offices which resulted in approximately 550 placements and 21 million impressions at a cost of $.008 per impression. The program provided solid exposure that supported their
expansion efforts on a national and regional basis.