Etana Energy: Powering SA Business with Clean Energy Through the Grid
As one of 5 private companies licensed to wheel renewable energy directly to medium and large-scale industrial users, Etana Energy is helping energise the South African economy.
They’re saving businesses money, ensuring they meet renewable energy usage targets, and helping the South African industry remain internationally competitive. We jumped at the opportunity to collaborate with a forward-thinking client like Etana Energy, a leading electricity trader in South Africa.
Etana partners with Independent Power Producers (IPPs) by sourcing renewable energy from wind and solar farms nationwide and then supplying it through the grid via a process called wheeling.
Primary Objective and Strategy
Our primary objective lay in ensuring that all marketing initiatives are directly aligned with the primary goal of reaching and influencing key decision-makers. For Etana, this means crafting campaigns that specifically appeal to C-suite executives and other influential stakeholders in the energy and business sectors, ultimately leading to faster engagement and shorter sales cycles.
Our PR strategy for Etana gained significant traction once we involved individuals with established relationships in business and energy-focused publications. Their ability to navigate and leverage these connections was instrumental in securing high-profile coverage that bolstered Etana’s credibility and visibility in the market.
Featured in these publications and more, is a detailed account of some of the remarkable projects Etana has spearheaded recently:
Secured a renewable power deal with Autocast SA, the first contract with 30+ major industrial users in Nelson Mandela Bay.
Facilitated Cape Town's first wheeling project with Growthpoint Properties and the City of Cape Town in a landmark wind-hydro-solar PPA.
V&A Waterfront signed a 43 GWh/year PPA with Etana Energy.
Petra Diamonds signed long-term PPAs for renewable energy at Cullinan and Finsch Diamond Mines.
Brand Strategy
Following this, we knew we had to support the primary objective through the establishment of Etana as the market leader in the renewable energy space. To achieve this, we focused on building a strong brand presence, producing thought leadership content, and executing a PR strategy that emphasizes Etana’s expertise and reliability. We are proud to have re-designed Etana Energy's new website that showcases the high-impact nature work they are doing in the renewable energy sector.
Re-designed Etana Energy website describing the process of wheeling.
This multi-faceted approach not only supports the primary objective but also reinforces Etana’s market position, ensuring that when decision-makers encounter the brand, they recognize its authority and value.
Key Learning: Specialised Expertise Enhances Quality
When dealing with a highly technical client or project, enlisting a specialist with deep industry knowledge can elevate the quality of deliverables. For Etana Energy, contracting a renewable energy expert for content creation significantly improved the relevance and accuracy of our messaging. This approach ensured that our articles, social media content, and executive profiles resonated with the target audience, making the content not only informative but also impactful. The ability to adapt and refine marketing strategies based on real-time feedback and results was another key learning.
We also know and understand the value and impact of identifying and engaging with the right stakeholders in B2B marketing. Understanding this, we employed a detailed stakeholder mapping process that allowed us to concentrate our efforts on the most influential decision-makers within target organisations. This strategic targeting was key to driving higher engagement and converting leads into contracts more effectively.
This is just the begining of what we are certain will be a fruitful and impactful partnership that will drive meaningful change and make a positive impact on the world. Together, we are not just changing the energy landscape of South Africa; we are setting a new standard for renewable energy solutions globally.
TREESHAKE TEAM
Strategist & Advisor: Dave Duarte
Creative Director: Chris Roets
Technical Lead: Max Kaizen
Design: Franci Weiner & Emma Ferns
Community: Phumelele Mbatha
