Polyco Healthline

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Challenge

A £160m turnover PPE and hygiene provider to the retail, industrial and consumer sectors across a plethora of markets.  Backed by 50 years combined success  and a recent merger of 2 established family businesses, my role was to define a Unique and defendable brand vision that would cement the transformational change of the new business.  Supported by a marketing plan for 5 business units to engage a broad customer portfolio, support the Sales force and embed the company values and new culture across a 350 employee base.  

 

Approach

• I identified clear consumer insights and the competitive framework of the two businesses. Facilitated by a series of Employee/ Management workshops I established the Brand status, needs, motivators and potential market differentiators.  A clear Vision and values, sales proposition and protectable Brand Positioning were defined with 100% Board embracement.

• Next, was to evolve that into engaging Communications for internal and external application. A plethora of sales aids, campaigns and digital assets were created, including a new digital platform. 

• As the company transformed and truly merged as 'one' towards a new brand promise, the operational model and service excellence needed to adapt and teething problems began to show.  Continuous re-alignment at Board level and a recommended company-wide brand launch ensured that the company united on the Vision and the transformation growth programme could roll-out. 

• Frontline Sales across 5 business Units (B2B to B2C to online) had varying customer segments and marketing needs. A structured and responsive solution to marketing support and a single-minded and compelling Brand positioning presented simply, was the winning formula and engagement was established as the foundation for an external campaign launch. 

• Internal Communications was paramount throughout and a regular online newsletter and a team of Brand Ambassadors ensured that the wider teams kept 'on track'.

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Achievement​​​

Despite facing  the many challenges that Mergers inevitably face, the assignment was completed and the company is now committed to its new Brand future, ready (strategically and physically) to reposition itself in a competitive market and claim a unique 'high-ground that will drive growth through traditional distributers and a new e-commerce platform.  A clear vision, 12 month marketing plan and assets (including new website, Social 'Voice', Campaign calendar, Marketing and sales aids, partnership alliances,  internal newsletter) and engagement across the business is my legacy from which the company can now grow and implement a 3year growth programme.​