Partner Profile

Proudly Australian, Ampol is Australia’s leader in transport fuels. Supplying one third of the country’s transport fuel needs through Australia’s largest petrol and convenience network, Ampol has a branded supply network of more than 1,900 sites across the country, and also operates as a refiner, importer and marketer of fuels and lubricants.

Business Need

As an Australian company with a national presence, Ampol wanted a user friendly tool to efficiently map business data, personalise stakeholder engagement, and effectively engage local MPs using electorate boundaries. Ampol’s government affairs team has access to data points for thousands of sites around the country, but no efficient way to visualise this data over electoral boundaries.

Before Advoc8, analysing information about service stations, fuel sales and fuel excise was a time consuming task requiring manually mapped postcodes against electoral commission records using a spreadsheet. Due to the resource commitment required to map, analysis against electorates and stakeholders was largely reserved for priority issues and campaigns.

Working in Partnership

Using Advoc8’s electorate mapping tool, Advoc8 Maps, Ampol has been able to visually articulate the thousands of touch points the business has with local communities and electorates around Australia. The team is now able to quickly and easily represent all kinds of business data, from the number of service stations and infrastructure assets, to employees and even the number of customers served across each electorate, through interactive electorate maps and high resolution images.

The unique insights they’ve been able to generate around customer figures, fuel preferences and volumes have been particularly effective at building rapport with new stakeholders, as well as positioning Ampol as a trusted and relevant adviser to MPs seeking a deeper understanding of their electorate and broader energy policy.

Results

Ampol has been able to communicate more meaningfully with policy-makers, thanks to the efficient resource supplied by Advoc8, ultimately building stronger relationships with them. Perhaps most importantly, by visualising the significant local contribution of the business around the country, the government affairs team has successfully conveyed that Ampol is an Australian business with deep community ties, employing local people.

In their own words…

“By visualising Ampol’s vast footprint and many local contributions, the government affairs team has successfully conveyed that Ampol, and our brand associations, are an Australian business with a strong emphasis on empowering local businesses and employing local people, with deep community ties.”