Case Study of Work with Rachel Elnaugh

Background

Rachel Elnaugh is one of Britain's highest profile female entrepreneurs. Her company, Red Letter Days, generated over £100million in turnover in the 16 years she was in charge. In early 2005, Rachel shot to fame as one of the original Dragons in BBCTV's “Dragons' Den”.

The Brief

In April 2007, having suffered at the hands of harsh media interest following the crash of Red Letter Days, Rachel appointed Integra Communications to help achieve the following goals:

• Rebuild her personal brand

• Reposition her as a champion for entrepreneurship in the UK

• Handle speaking enquiries/engagements

• Help promote her book “Business Nightmares”

“I chose Integra because Louise Third is highly respected and, because a big part of the brief was to help rebuild my personal brand, her 'endorsement' of me has been invaluable.”

The Campaign

Coverage has been secured in national press including the Daily Mirror, The Financial Times and The Sunday Times. Additionally, a lifestyle story on Rachel and her family was featured in The Derbyshire magazine.

Louise rewrote Rachel’s speaker profile and sent this out to over 150 business organisations to raise awareness of Rachel as a champion of entrepreneurship and as an expert on a variety of business related topics. The launch of Rachel’s book was supported with a targeted PR campaign which resulted in a large volume of coverage including an appearance on the front cover of “Director” magazine.

Results

Rachel’s new venture is going from strength to strength. Her book is a great success and the demand for her to speak at business events has continued to grow steadily.

“The aims have certainly been achieved. All of the PR to date has been supremely positive and the working relationship with Louise is fabulous. I think she understands me!”

The following excerpt is taken from the printed acknowledgements in Rachel’s book

“Andrew and Louise Third at Integra Communications, who believed in me and encouraged me as well as breathing new life into my PR. The press coverage they have obtained for me has been entirely positive so far which I believe reflects their integrity and purity of intent.”