PHS Innovate

Scott Package Handling Systems (PHS) was referred to me by a business consultant in my network, facing several challenges impeding its growth potential. Through engagement with New Zealand Trade and Enterprise, they recognised the need to capitalise on growth opportunities by focusing on marketing. However, they lacked a dedicated marketing resource, with existing staff lacking the time and expertise to handle marketing tasks. Additionally, their branding appeared outdated and failed to make a strong impact on their target audience. Compounding this was confusion in the marketplace due to the similarity of their name to a competitor’s.

As Fractional CMO for Scott PHS, I led initiatives to address these challenges and set a foundation for growth. We started with marketing workshops involving the leadership team, allowing us to clarify business goals and align them with marketing objectives. From these insights, I created a 90-day marketing plan that outlined a clear path forward, establishing immediate priorities to generate momentum in their marketing function.

One of the first actions was a comprehensive rebranding process, where we ultimately chose a new name—PHS Innovate—that positioned them more distinctly in the market. Alongside the new name, we designed a refreshed visual identity implemented across all communication touchpoints, creating a cohesive and modern brand that better resonated with their innovative ethos.

With the brand foundation in place, we then focused on creating multimedia content that showcased PHS Innovate’s automated robotic systems and included client testimonials to build trust with prospective customers. Additionally, we began implementing targeted SEO work, specifically aiming to improve Google Australia rankings for high-priority keywords aligned with their strategy to expand in the Australian market. This, combined with digital advertising and CRM marketing, prepared the company to effectively reach new clients and build its presence in this key growth area.