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 CHALLENGE

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.

THO’S SOLUTION

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.

RESULTS

Over the eight-year period, the real estate 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.

• Industry

  • Financial
  • Real Estate

• Services

  • Branding & design
  • Corporate Materials Development
  • Media Training
  • Social Media Campaigns
  • Strategic Public & Media Relations
  • Targeted market segment campaigns

• Author
• Recent Posts

Leeza Hoyt

Founder and President at The Hoyt Organization

With over 25 years of experience, Leeza’s campaigns have garnered over 150 awards from top public relations organizations nationwide. Additionally, THO serves as the Los Angeles area partner of the Public Relations Global Network, granting clients access to over 50 global markets. The agency was also named to one of the top 200 firms in the country by Forbes magazine in 2021, and she has been named by Globest.com as a Woman of Influence and a Woman to Watch, among other designations.

Latest posts by Leeza Hoyt (see all)

• Innovative PR Strategies for the Healthcare Industry: Beyond the Press Release - September 21, 2024
• Harnessing PR to Navigate the Complexities of the Healthcare Industry - September 16, 2024
• Crafting Compelling Stories For Financial Tech Brands - September 10, 2024