What was the scope of their involvement?
We initially approached The Miller Group for PR services. As a franchiser, we had several levels of branding that we needed to achieve. We obviously needed to market to consumers and maintain the overall brand, but we also had to market to brokers to buy into the franchise, and the brokers needed materials for recruiting sales associates into their offices. The Miller Group helped us produce collateral for all of these different levels.
The Miller Group also helped us get out to press nationally, including on television, in print, and online. At the time, we had around 8,000 sales associates in the two state regions, and they helped to get their local stories out. On top of PR, The Miller Group did some media buying for us. After working with them for about a year, we learned how adaptive they were to our business. This turned out to be crucial, as we were in the heyday of real estate, and we approached them for a couple of other projects. We worked with them to brand and strategically position our high-end real estate as RE/MAX Renowned Properties and then our commercial business as RE/MAX Commercial. They also did research and developed campaigns for us to grow within the RE/MAX Commercial division.
The Miller Group helped us create an online tool for broker-owners to advertise their businesses locally. The tool also provided materials that could be designed online and personalized to the individual sales associate level.
In 2007, the owners of RE/MAX of California & Hawaii decided to sell back to International. The Miller Group continued to help us with media buys and other things that needed to be transitioned.
What is the team composition?
I primarily worked with The Miller Group’s leadership team, which consisted of about 4–5 people. We also engaged their support staff, which was probably around 12 people.
How did you come to work with The Miller Group?
We did an RFP. The first year that we agreed to obtain an agency, we hired another company, but that relationship only lasted about seven months because they didn’t understand our business or listen well. I then learned about The Miller Group, and they did all the things that the first agency couldn’t.
How much have you invested with them?
We spent around $10–$13 million, and they dealt with a $13 million budget.
What is the status of this engagement?
My company began working with The Miller Group in 2003 or 2004, and we worked with them through the acquisition in 2007. From what I understand, the engagement ended after the transition. RE/MAX International had different groups of agencies that they were working with.