Using thought leadership to support an IT rebrand in the energy sector

Dunstan Thomas is a fast growing IT software and consultancy business which, until 2012, focused its marketing and PR efforts on building a profile associated with an increasingly sophisticated suite of Imago-branded software tools serving the pensions market

However, from mid-2012, Dunstan Thomas acquired and invested in the development of the Alstom-developed energy trading platform originally called Genesisplus.

This wholesale energy trading platform, rebranded as Genstar4, offers a flexible, end-to-end software solution supporting the trading, generating and retail activities of market participants.

The modular solution covers trade nomination, asset scheduling, asset dispatch, position monitoring, balancing bidding and settlements in the UK electricity market. It dispatches assets across the full spectrum of energy sources including thermal (gas and coal) and renewables (onshore and offshore wind, hydro and pumped storage).

Genstar4 supports traders, new entrants, independent power producers and portfolio generators across the full energy mix. It provides decision support and powerful trend analysis for participants in the balancing bidding market (bids and offers).

It also supports electricity retail processes including meter data management, demand forecasting and cost and pricing calculations. Genstar4 Adaptive Portal provides powerful online management intelligence for Genstar4 data and any software system within the IT landscape.

Raising profile in the energy market

Dunstan Thomas Energy approached Agility PR to help raise its profile and credentials in the energy market through content and content marketing, primarily through social media and the company’s core website.

Dunstan Thomas commissioned Agility PR to write two issues-based blog posts per month. focused on issues including renewables, political manoeuvres between government bodies (e.g. DECC, Ofgem, CMA) as well as big industry events (e.g. Climate Change Summit), Capacity Auctions, capacity margin concerns, new energy projects, funding issues.

Dunstan Thomas Energy set up a dedicated LinkedIn Discussion Group called DT Electricity Industry Insights as a second home for the blog content. This built a lively and responsive following amongst prospective and existing Genstar4 customers. Dunstan Thomas also set up a dedicated Insight page on its website to showcase the blog posts there also. These pieces are also tweeted to a growing group of followers.

“The content Agility PR has created for us since April 2015 has helped us build our domain authority consistently and powerfully in this unique market. It is very important that we are seen to know about the latest information affecting the industry we serve.”

Dave Holt, Group Director, Dunstan Thomas

Technology PR