Grand Avenue Capabilities+ Results
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Grand Avenue Capabilities+ Results

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Grand Avenue Public Relations is a boutique firm specializing in lifestyle public relations and marketing for women’s lifestyle brands. Our mission is to become an integral extension of our......

Grand Avenue Public Relations is a boutique firm specializing in lifestyle public relations and marketing for women’s lifestyle brands. Our mission is to become an integral extension of our clients’ marketing teams by providing valuable knowledge, expertise, insight, collaboration and ownership in the development of their brand and marketing communications strategy as well as hands-on, results-driven tactical efforts that build both the brand and the bottom line. This presentation provides an overview of our services and past results.

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  • 1. Services and Capabilities January 2010
  • 2. Company Overview Grand Avenue Public Relations is a boutique firm specializing in lifestyle public relations and marketing for women’s lifestyle brands with an emphasis on mom & baby, home and fashion. We fuse a results-oriented, nimble approach with targeted industry knowledge, experience, and relationships to achieve our clients’ individual business objectives.
  • 3. About Us The Principals Co-founders and principals Karie Reynolds and Barbie Dávalos boast more than 30 years of combined experience developing and executing public relations and marketing strategies for both boutique businesses and large agency clients, focused on the women’s lifestyle market. During their careers, each has successfully increased client profiles, established brand identity, and boosted sales by garnering clients national media exposure. In 2006, they teamed up to bring the women’s lifestyle market a comprehensive package of services, tailored to meet the needs, goals, and budget parameters of each client.
  • 4. Our Mission To become an integral extension of our clients’ marketing teams by providing valuable knowledge, expertise, insight, collaboration and ownership in the development of their brand and marketing communications strategy as well as hands-on, results-driven tactical efforts that build both the brand and the bottom line.
  • 5. Our Philosophy & Approach We believe that a targeted and results-oriented approach is the most effective and that the objective of every PR campaign should be to publicly align a brand with the consumer’s lifestyle. Our focus on this goal is based on the proven premise that for a person to consider buying a product, it must fit their lifestyle, align with their interests, and/or provide some sought-after solution. We achieve this goal by truly understanding the target consumer—their lifestyle, interests, and struggles—then building a plan surrounding that knowledge. We reach the target audience consistently through a variety of mediums (print, TV, and online) with key brand-messages that resonate on a need- and desire-based emotional level. These messages gradually “stick” in their minds and ultimately dictate their purchasing decisions.
  • 6. Why Grand Avenue? Big agency experience meets boutique service As a result of our large-agency and in-house experience—in PR and strategic marketing roles—clients of Grand Avenue PR receive big-agency service and results with the personalized attention, passion, and follow-through possible only in a boutique environment. Knowledge & experience Our combined 30 years of marketing to women—for both large and boutique brands alike— gives us knowledge and insight into the needs, interests, and preferences of this market. Furthermore, we understand your target consumer, because we are your target consumer. As women and parents ourselves, we can effectively keep a finger on the pulse of our audience. We make it our job to know who and what influences them, what they do, what they need, what their hobbies are, what they read and watch . . . and when these things change. Relationships Success in our business depends largely on cultivating connections. Our experience has enabled us to build strong relationships with media gatekeepers, celebrity influencers, and industry trendsetters. Our solid reputation, both individually and as a team, allows us to maintain long-term relationships and forge new ones…which translates into valuable opportunities for our clients.
  • 7. Why Grand Avenue? Personality Personality is important, and we understand that we are a public representation of you and your business. We are proud to have built a reputation as being able to navigate a challenging industry with grace, honesty, and integrity. Our business is built on word of mouth; our clients and colleagues recommend us for our ability to be effective, yet approachable, amicable, and easy to work with. Results We are driven by results, and we deliver results. Strategy is important, but we never lose sight of our clients’ goals. Expertise While we have prior experience in multiple industry sectors, we are not generalists; we are specialists. This allows us to be laser-focused on every aspect of the women’s lifestyle market.
  • 8. Specialized Services Strategic Consultation and Program Development Public Relations and Marketing Brand Development Media Strategy & Plan Development Social Media and Blog Marketing Strategy and Plan Development Retailer Relations Business & Product Development Showroom Representation
  • 9. Specialized Services Media Relations Genres: Lifestyle (women, fashion, food, home); Parenting; Trade (children, women, business); Celebrity & Entertainment; Area-Based Lifestyle (local, regional) Print (magazines, newspapers) Television (network, cable, national) Online (blogs, web sites, social media) Radio Influencer Relations & Placement Celebrities Stylists Recording Artists Directors & Producers Agents & Reps
  • 10. Specialized Services Product Placement Wardrobe Prop Photo Events Events Genres: Celebrity & Awards Shows, VIP, Tastemaker Events, Fashion & Trunk Shows, Retail Events Production Event Placement (gift bags, sponsorship brokers)
  • 11. Specialized Services Collateral Materials Press Kits Look Books Newsletters (internal, external) Brochures Direct Mail & E-mail Pieces Invitations Press Boards & Postcards B-Roll Web Content
  • 12. Clientele Current Clients Baby Sounds for Pets Bel Bambini Little Partners Namaste Sage Creek Organics Scandinavian Child (Anka, Beaba Babycook, Cariboo, lillebaby, Micralite, Svan of Sweden) Valco Baby Yo My Booties Past clients / projects include: Anna Getty PreNatal Yoga DVD, Cloud B, FabandFru.com, Lauren Kiyomi, Parker Petit, Pregnancy Awareness Month, Rock Me Baby Records, stride rite, Sweet Shoes, thisMoment.com, TotSpot.com
  • 13. GAPR Team Barbie Dávalos Co-founder and Principal For nearly 15 years, Barbie Dávalos has developed, managed and executed successful lifestyle public relations campaigns and influencer programming. Dávalos’ diverse client experience boasts top fortune 500 companies such as General Motors, Nestlé, Sonicare (a division of Philips), Procter & Gamble, Campbell’s Soup Company (V8 and Godiva), Sunkist and Mattel to boutique fashion brands in the apparel, jewelry and footwear as well as maternity and baby category. In January 2005 during her second pregnancy, Dávalos ventured out on her own to focus on her interests supporting brands in the women, parenting and children/baby category with publicity and marketing services utilizing her expertise in strategy, media relations and VIP relations (events and direct outreach). In 2006, she met like-minded Karie Reynolds and partnered as Grand Avenue Baby and later formed Grand Avenue PR, LLC. Prior to her independent ventures, her broad experience landed her the position as the director of lifestyle PR at an entertainment marketing/product placement firm where she was hired to launch and develop a new PR division. Consequently, she met year-end goals within 6 months while building and leading a Lifestyle PR team in developing and executing integrated PR and Marketing programs garnering national media coverage and celebrity placement for their clients. In the past, she worked at MS&L, a top worldwide consumer PR firm for 8 years where she managed such notable lifestyle and influencer PR programs for General Motors including GM’s entry at Sundance in 2003, GM ten – a high-fashion celebrity event and the launch of the HUMMER H2 in Los Angeles. As a result of Davalos’ experience, her clients receive big agency service and results with the personalized attention possible only in a boutique environment. Dávalos earned a bachelor degree in speech communication with an emphasis in public relations and a minor in journalism from California State University, Northridge and lives in Chatsworth, California with her husband and two children, Isabella (6) and Nicolas (4).
  • 14. GAPR Team Karie L. Reynolds Co-founder and Principal For more than 15 years, Karie Reynolds has utilized her extensive experience in public relations, marketing and fund raising to provide a diverse client roster a results-oriented, hands-on approach to their marketing and public relations needs. As a consultant, Reynolds has worked with a variety of clients, including MGM Consumer Products, Paseo Colorado, Burbank Town Center, Children Affected by AIDS Foundation, Amadeus Spa & Salon and many juvenile products manufacturers. In the fall of 2001, Reynolds launched her “baby business” - putting her experience as both a public relations & marketing professional and as a mother to work for children’s apparel and juvenile products clients including Lauren Kiyomi, Timi & Leslie, Valco Baby, Yo My Booties, A Wish, City Threads, and many more. Her clients receive the benefit of individualized, targeted media campaigns and added exposure gleaned from Reynolds’ ability to offer editors a one-stop for complementary, non-competing juvenile products. Her strategic, hands-on approach has garnered clients national media exposure in a variety of broadcast and print outlets including Access Hollywood, EXTRA, The Ellen DeGeneres Show, People Magazine, Redbook, InStyle Magazine, American Baby, Cookie, and more. Reynolds began her career in the fashion industry managing public relations for CaliforniaMart (now California Market Center) during a pivotal period for both Los Angeles and the building itself. As the public relations manager, she worked closely with business and fashion publications to promote both the building and the business of fashion in Los Angeles. Reynolds managed media relations for Los Angeles Fashion Week events, the Los Angeles International Textile Show, the CaliforniaMart Designer Awards and ultimately the sale of CaliforniaMart to the Hertz Corporation in May of 2000. Prior to entering the corporate sector, Reynolds worked in the non-profit arena managing many aspects of annual fund raising campaigns, with a primary focus on special events. This provided her with extensive experience in event planning, public relations, sponsorship solicitation, promotional material development and budget management, which has proven extremely valuable to her consulting clients. Reynolds received a Bachelor of Arts in Communications from the University of California, San Diego and currently lives in South Pasadena, California with her husband and two daughters, Sophie (9) and Paige (5).
  • 15. GAPR Team Jessica Jacobowitz, Account Executive, Celebrity Relations For nearly 2 years, Jessica Jacobowitz has conducted celebrity outreach and placement for Grand Avenue from New York. Jessica came to us from a talent agency Stan Rosenfield & Associates working with talent including Kelly Ripa, Poppy Montgomery, Kim Raver and more. Her experience and strong celebrity relationships and talent agency contacts result in notable celebrity placements for our clients. She is a second year law student at New York University. Brigitte Khoury, Account Coordinator, PR & Sales Brigitte graduated from the University of Southern California in 2008 with notable marketing and outreach experience. In her previous position at a production firm, she managed and created marketing materials to implement brand strategy, managed campaigns and organized event planning, executed local store marketing tactics and coordinated community outreach and events. Her experience along with great enthusiasm and energy is valuable in our media relations and sales efforts for our clients. Susan Seim, Accounting and Admin Assistant Susan provides the team administrative support in accounting, sales and PR campaigns. She conducts the bookkeeping and invoicing as well as staffing during market and events. Her previous experience as a store manager and implementing merchandising and promotions at retailer Urban Outfitters is leveraged during wholesale market weeks.
  • 16. Media Relations Overview
  • 17. Overview Grand Avenue PR has built a reputation as a helpful and valuable resource to media in the mom and baby category. Our media contacts appreciate our thoroughness, diligent follow-up, high-standards of etiquette and respect of their time. Our approach to media is effective. We develop and tailor each media pitch to the contact and outlet. Our knowledge and keen instinct for story trends and consumer interest in our category is our strength.
  • 18. Media Sampling Lifestyle (Print, Online, TV) • Mom and Baby – Parents, Parenting, Baby Couture Magazine, DailyCandy Kids, Fit Pregnancy, Pregnancy & Newborn, Cool Mom Picks, Urban Baby, Kiwi Magazine, MomFinds, Baby Center, Working Mother • Lifestyle – “Oprah”, “The View”, “Ellen”, O Magazine, Family Circle, Good Housekeeping, Redbook, Real Simple, Woman’s Day, Angeleno, Los Angeles Magazine, NYMag.com, InStyle, Lucky, Daily Candy, iVillage • Eco – Ecofabulous, Ecostilleto, Ideal Bite, ecomom.com • Entertainment – USWeekly (Buzzometer), People (e.g. StyleWatch), Life & Style, “EXTRA”, “Access Hollywood” • Trade – Earnshaw’s, Kids Today, Hudson’s, Baby & Children’s Product News, Baby + Kids, The Giggle Guide, JamesGirone.com, Women’s Wear Daily • Home / Décor – Apartment Therapy’s ohdeedoh.com, Elle Décor, Coochicoos
  • 19. Media Hits
  • 20. Media Hits
  • 21. Media Hits
  • 22. Media Hits
  • 23. VIP / Celebrity Relations Placements
  • 24. Overview Grand Avenue Baby (VIP/Celebrity relations division of GAPR) is a trusted source for the hottest baby, children and parenting products on the market for celebrities, Hollywood influencers and media. Over the years, we have built strong relationships with celebrities and their representatives, which helps us get our clients’ products into their hands.
  • 25. Strategy Consumers are clearly influenced by celebrity: when a celebrity covets their product(s) and consumers know it, companies reap the rewards. Grand Avenue PR conducts celebrity relations, which involves placing clients’ products with celebrities, with the ultimate goal of leveraging these placements for publicity.
  • 26. Celebrity Targets Sample Target List Angelina Jolie / Brad Pitt Britney Spears Brooke Burke Brooke Shields Christina Aguilera Courtney Cox Arquette Gwyneth Paltrow Halle Berry Heidi Klum Isla Fisher Jennifer Garner Jennifer Lopez Jessica Alba Kelly Rutherford Kimora Lee Simmons Marcia Cross Mariska Hargitay Matthew McConaughey / Camila Alves Minnie Driver Naomi Watts / Liev Schreiber Nicole Richie Salma Hayek Sarah Jessica Parker Sheryl Crow Tiger and Ellen Woods Toby Maguire Tori Spelling Victoria Beckham
  • 27. Celebrity Placements “Stella was clapping her hands and enjoying the music,” says a guest of the birthday girl, who wore a white silk dress decorated with ladybugs and red patent-leather shoes by Sweet Shoes.”
  • 28. Celebrity Placements
  • 29. Celebrity Placements
  • 30. Media Coverage of Celebrity Placements “For Honor’s Sage Creek Organics nursery…They playsuit $36; bought linens sagecreekorganics.com from Sage Creek Organics”
  • 31. Media Coverage of Celebrity Placements “Rachel Bilson and Heidi Klum are stepping out in Johnny Wujek for Modern Vintage’s…” “Naomi feeds him in this chic high chair (Svan high chair, $284, bel-bambini.com)”
  • 32. Media Coverage of Celebrity Placements Celebrity Baby Shower “checked out gifts from sponsored by stride rite Svan of Sweden”
  • 33. Celebrity Thank You Notes Matthew McConaughey & Camila Alves
  • 34. Celebrity Thank You Notes
  • 35. Celebrity Thank You Notes
  • 36. Celebrity Thank You Notes Poppy Montgomery, “Without a Trace” Natalie Morales “Today Show”
  • 37. Retailer Relations
  • 38. Overview Grand Avenue PR and the Grand Avenue Baby showroom are located in the heart of the Los Angeles Fashion District at Kids on 6 in the California Market Center (CMC). One of the world’s most influential children’s markets, Kids on 6 is open year-round and is home to more than 600 children’s accessory, apparel and gear lines from around the world. For clients who need West Coast sales presence and support, we fulfill that role by marketing their lines to retailers, showing their lines to buyers in our showroom year-round and providing retailer support via in-store visits for product demonstrations and training, as well as on-going communication to secure and process orders and provide consistent customer service. Our unique sales approach recognizes the importance of connecting the dots between Marketing & PR and Sales. We achieve this by developing fluid retailer outreach campaigns that support our clients’ marketing objectives and leveraging media and celebrity placements to generate brand excitement with retailers and drive sales.
  • 39. Retail Communication
  • 40. Retail Communication