SEO image website of a large company — how important?

A branch of the large industrial companies operating on the market for several decades and has achieved considerable success in his field, got his own web site (until this moment was content subsection on the General company website). On the website will be information presentation and character of news. The news will be published regularly and almost certainly will use "demand" for news agencies, i.e. it is expected that in the near future searchers will come across a considerable number of sites with a good rating.

Actually, the question is: how important in this situation to pay money for special services to promote the site?

Of search engines requires that the branch was in issue # 1 request "Branch Name" and, optionally, within the first page of the SERPs for the query "the name of the region the activities of the Branch + one of the core activities of the Branch," in a period of 3-6 months.