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.

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