Marketing Eye Branding Portfolio

Marketing Eye Branding Portfolio

Marketing Eye Portfolio: AR Fuels

Marketing Eye Portfolio: AR Fuels

Australian Renewable Fuels (ARFuels) Limited is Australia's only national biodiesel company with plants in Victoria, South Australia and Western Australia. Operating since 2005, ARFuels' two plants have a combined annual fuel production capacity of 150 million litres.

Biodiesel is a renewable, non-toxic fuel that can directly replace conventional petroleum diesel, resulting in substantial reductions in tailpipe emissions.  ARFuels is currently investigating Palm Sludge Oil (PSO) as a source of feed stock to produce bio-diesel that is an efficient, cost effective alternative.

ARFuels stakeholders include major fuel suppliers, distributors, major mining operations as well as the end consumer from consumption to awareness of alternative fuels.

ARFuels was new the Australian market and needed a marketing communications strategy and assistance with implementation and as such, engaged Marketing Eye.

The requirement for Biodiesel on a geographic level is one of the multiple challenges ARFuels is facing.  Supply and demand is vital for a successful and reliable feedstock such as PSO.  Communicating to respective stakeholders is a challenge on its own, due to negative perceptions associated with PSO.  Communicating and educating ARFuels target market is crucial to ensure positive acceptance of PSO as a feedstock.      

The Approach

Having extensive experience with publicly listed companies focusing on communications through public relations, Marketing Eye saw the potential to provide ARFuels with the solution they needed.  
Marketing Eye’s strategy was initially implemented in approximately two weeks and involved a complete analysis of the PSO market and clippings of footage filmed in Indonesian palm mills.  A short film was produced to explain the pros and cons of sourcing PSO feedstock and reproduction into biodiesel.  The skills and expertise of the Marketing Eye team was exceptional in producing a powerful message with the film.

As part of the ongoing strategy, Marketing Eye developed a media kit which included a media list, company profile and a fact sheet.
 
The merger between ARFuels and BPL was developed into a press release that attracted 17 successful stories.  Merger and acquisitioning positioning is crucial for ARFuels and was established as part of the communications strategy to shareholders.
 
Marketing Posters and fact sheets have been designed in short timeframes as supporting material for ARFuels for the Air Show event, board meetings and the sales road show.

Strategic knowledge of key messaging for publicly listed companies has been Marketing Eye’s differentiation for ARFuels, providing expertise and professionalism when dealing with relevant media contacts. 

The Process

ARFuels has an exciting yet challenging future with biodiesel and sourcing alternative feedstock’s.

To ensure ARFuels is operating at full potential and maximising biodiesel output, alternative methods must be investigated to better utilise resources.  The acquisition of the BPL facility has a capacity of 60 million litres per annum increasing the capacity for ARFuels to 150 million litres per annum, making the company the only Biodiesel public-listed entity and national biodiesel company in Australia to have this quantity of supply.

The ability to leverage feedstock logistics and further optimise the use of specific low cost alternate feed stocks for all plants will give ARW-?? more scope to leverage market opportunities particularly in the area of industrial and transport supply.

“With carbon trading back on the agenda, biodiesel is seen as a solution for many companies, in regards to overall greenhouse gases and will ultimately generate carbon credits,” says Engelsman.

ARFuels, the leading national biodiesel company in Australia partnered with Marketing Eye as their strategic developer continues to successfully grow and develop the ARFuels brands and all of its entities.

See our design work for AR Fuels:

arfuels newsletter


arfuels report2


ARFuels EDM

Project Details

  • Written by Marketing Eye
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