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Presentation highlighting Liquid Soul Media\'s Capabilities, Case Studies, and Sample Work
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Liquid Soul Media LLC
Liquid Soul Media
Review of Capabilities
About UsLiquid Soul Media LLC is an award-winning, full-service lifestyle marketing agency specializing in
entertainment (film & television), sports, non-profit organizations, faith-based and corporate brand
marketing. Lifestyle marketing is a modern competency that focuses on building relationships for products
and brands with hard-to-reach niche market groups in ways that naturally attract, build and maintain
affinity.
How We Do ItWe use modern marketing strategies that allow our clients‟ products and brands to fit seamlessly into the
everyday life of the consumer. We place emphasis on doing the research necessary to know and
understand the core target audience for our clients and then craft marketing messaging and develop
executions that create a connection between the brand and the consumer.
Marketingo Lifestyle
o Grassroots / Non-Traditional
o Market Research
o Experiential / Event
o Influencer
Advertisingo Print
o Radio
o Internet
o Television
o Billboards
Interactiveo Websites
o HTML Email
o Social Media/Networking
Creativeo Art Direction
o Print
o Graphic Design / Illustration
Consultingo Modern Marketing Tactics
o Entertainment
o Faith Based Marketing
o Brand Development
o The BIG Idea
o Premiums and Placement
Mediao Media Campaigns
o Digital / New Media
o Viral Media
o Non-Traditional Outdoor
o Traditional
Publicity (BazanPR – Partner)o Mainstream and Grassroots
o Screenings
o Press Junkets
o PR Strategy
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Awareness• Targeted Focus & Unobtrusive Solutions
Association• Trusted Sources & Integrated Approach
Acceptance• Consumer Buy-in & Relationship
Affinity• Brand Evangelists
Action• Turn-key Activations & Measured Results
Targeted Approach
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What We Do - Breakout
4
Integrated Marketing
Lifestyle Marketing
CreativeExperiential Marketing
Viral Marketing/Social
Media
360° Marketing Programs
Marketing Strategy
Brand Development
Account Management
Market ResearchFaith-Based (Churches)
Black College / HBCU
Urban Professionals
Influencer Programs
Acculturated Hispanics
Sports & Entertainment
Branding
Art Direction
Graphic Design
Website Design & Development
Web Marketing
Media Production
Tour Management
Event Planning & Production
In-market Awareness
Street Teams
Screenings (Film & TV)
Call-To-Action Programs
Digital Platform Report Card
E-mail Marketing
Mobile Marketing
Social Networking
Social Media Applications
Film and TV Track Record
5* This is a partial list of film
and TV projects
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Case Study – Notorious
Objective:Fox Searchlight wanted a deep, penetrating grassroots campaign with a focus on advance ticket sales for the hip-hop biopic NOTORIOUS.
Solutions:• TURN-KEY SOLUTION - FANDANGO.com Advance Ticket Sales Program• Promotional Incentive Card Program – NOTORIOUS CARD• HBCU Football Classic Media Program• National Barbershop Grassroots Outreach• Viral E-mail Campaign• Social Media Campaign and FACEBOOK Widget• Grassroots Public Relations
Notorious Card Front Notorious Card Back
Results:• Over $1 Million in Advance Ticket Sales via
LSM/FANDANGO.com Promo and NOTORIOUS CARD
• #4 Opening Weekend Box Office Position
• $21.5 Million Opening Weekend Gross on only 1,638 screens
• Highest Per Screen Average of $12,514
• Total Box Office Gross $36.5 Million
Challenges• Desired deep Hip-Hop reach during the holiday season• Iconic music legend with a violent death. We had to bring out
the more human, warmer side of Christopher Wallace aka Notorious BIG to attract women
• Expensive broad-stroke awareness campaign
Case Study – Stomp The Yard
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Challenge:In January 2007, Sony Screen Gems and Rainforest Films
presented the box-office #1 hit film “Stomp The Yard”. This
Historically Black College and University (HBCU)-centered
film chronicles the tail of a troubled youth who leaves Los
Angeles after the death of his younger brother to attend
Truth University in Atlanta, GA.
Liquid Soul Media was presented with the opportunity to
develop an Integrated Marketing Campaign to build a
ground-swell of support from Afro-centric churches, faith-
based organizations and civic organizations in support of
the film.
Marketing Program included:• Marketing Strategy and Consulting
• Public Relations
• Special Advance Screenings for the NAACP, Urban
League and 100 Black Men of America.
• Event Production of the East Coast Film Premiere in
Atlanta, Georgia, complete with Red Carpet, Film
Celebrity Presentation and Celebrity After-Party.
• HTML E-Mail Campaign distributed to faith-based, HBCU
and civic organization members
Results• # 1 Box-Office Film for two (2) weeks in a row
(January 12-15, 2007 and January 19-22, 2007)
• With a $13 Million budget, the film grossed
$26 Million during the Opening Weekend.
• Total Box Office Gross: $75 Million
• Total Domestic, International and DVD Gross:
$100+ Million
Case Study - CNN
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In July of 2008 CNN aired its historic Black in America
documentary series hosted by reporter Soledad O'Brien.
Black in America, one of CNN’s most watched programs,
chronicled the various issues regarding African-Americans,
and included a study on issues facing the African-American
community, and a look at the culture of African-American
families, men and women.
Challenge
Solutions
Results
• Liquid Soul Media developed a 360 ° integrated grass-
roots marketing program for CNN, targeting the African-
American Faith-Based , HBCU and Urban Professional
communities.
• National Influencer Marketing Campaign with church
and community leaders
• Hosted local market public screenings in 7 top African-
American DMAs
• Viral Campaign via e-mail, SMS and social media
• HUGE SUCCESS with BIG RESULTS!
• AA viewers jumped from 19% - 24% on CNN
during 2008
• Black in America was CNN’s second highest
rating documentary and one of its most
watched programs - drawing an average of 2.6
million viewers and outperforming the network's
year-to-date averages for 9-11 p.m. by double
and triple digits
• 4.7 million viewers for BIA in July 2008
• 8.1 million viewers for the Obama Acceptance
Speech at 2008 DNC
• Carry over success from BIA to DNC to Elections
• Identified and build lasting relationships with
African-American niche audiences
"We were ahead by a considerable amount. There wasn't anybody even close last night," said CNN U.S. president Jon Klein. "We had African-American viewers,a lot of female viewers. We were just the channel of choice. That is what we set out to do in covering this campaign."
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Case Study - CNN
Case Study - First Sunday
Sony Screen Gems’ President of Marketing says “First Sunday’s theatrical awareness is tracking ok, but first option is low! I need HELP and NOW!!!! “
Objective
Challenges• Disjointed campaign messaging• Conflict between film title and key art characters• Expensive broad-stroke awareness campaign
Solutions• Identify specific niche audiences within the AA
target market with messaging that resonates• HBCU, Urban Club-goers and Faith-Based
• Pulled Director/Writer to the forefront to reach niche audiences
• Integrated Marketing Campaign (IMC) approach• Online / Offline Media• Viral Campaign (E-mail and video)• Influencer / Word of mouth screening
Results• Ranked #2 Box Office Open at $18 Million with $8K
per screen average• Exceeded expectations with a total gross of $38 Million
Sources: TheNumbers.com
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Case Study - First Sunday
Case Study – This Christmas
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Challenge:Develop high awareness with the core demographic
for the holiday film, This Christmas through the delivery
of a media and experiential marketing program at 10
Black College Classic Football Games and
Homecomings. Execute on-field activations with
talent from the film and present creative media
throughout each game.
Case Study – This Christmas
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Solutions:
• Lead Marketing Agency for Lifestyle /Grassroots
Marketing
• HBCU Media and Experiential Marketing Tour
• Jumbotron, digital media and PA Announcements
were used throughout the game to increase
awareness.
• Product Placement
• Faith-Based Marketing Program
• This Christmas opened at the #2 position in the
Thanksgiving 2008 Box Office and has generated over
$50 Million.
Case Study - The Secret Life of Bees
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In October 2008, Fox Searchlight released the box-office
hit The Secret Life of Bees. This film is an adaptation of the
best selling novel of the same name, written by Sue Monk
Kidd and starred Queen Latifah, Dakota Fanning, Jennifer
Hudson and Alicia Keys.
Fox Searchlight hired Liquid Soul Media to develop a 360°grassroots marketing program targeting African-America
women between the ages of 18-35.
Challenge
Solutions
Results
• Integrated Marketing Campaign included:
• Women‟s Events and Promotions
• Viral HTML and social media (http://www.wheredasaintsat.com/TSLOB2/)
• Custom MySpace page (www.MySpace.com/SecretLifeofBeesMovie)
• National Adopt-A-Theater / Advance Ticket Sales
Program (www.adoptatheater.com/bee_welcome.htm)
• Local Market Film Screenings (7 markets)
• Local Market Community Events at the Shrine of the
Black Madonna (Atlanta, Detroit and Houston)
• Grassroots Publicity Campaign
• #3 Box Office Opening Position at $10 Million
• #1 Per Screen Average during opening weekend
• Over 10.5 Million low and high-touch impressions
• 1,300 organizations and churches registered for the
LSM Adopt-A-Theater Program
• Adopt-A-Theater produced $175,000 in advance
ticket sales
Case Study - American Cancer Society
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During the Fall of 2008, The American Cancer Society
(ACS) looked to increase its brand presence and
bring awareness to the growing epidemic of cancer
in the African-American community. Specifically, ACS
looked to engage African-American men to promote
prostate cancer screenings and healthy living.
Challenge
Solutions
Results
• Liquid Soul Media developed a co-branded Black
College Football Classic program with the Universal
Pictures film The Express that included in-game media,
on-field activations, on-air commercials and co-
branded premiums
• Past Heisman Trophy Winners presented signature
game balls to cancer survivors on-field.
• Radio, Broadcast TV and in-game Jumbotron
interviews with ACS Executives and Heisman Trophy
Winners
• 6 million targeted media impressions
• 20,000 opt-in e-mail database created during
activations
• 5,000 co-branded premiums distributed
• ACS Executive involvement was well received
• Relationships with 100 Black Men of America and
other African-American organizations established
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Case Study – The Gospel
Challenge:In early 2005, Sony Screen Gems and Rainforest Films set off to
create The Gospel, a faith-based film about the transforming power
of faith and forgiveness. Liquid Soul Media was presented with the
opportunity to develop an Integrated Lifestyle Marketing Campaign
to build a ground-swell of support from the African-American church
in support of the film. Film marketing inside the church was
unfamiliar ground for Sony Screen Gems.
Marketing Program included:• Title treatment and Key Art Design
• Nationwide Buzz Screening for: Faith-Based
Leaders (Pastor, Bishops, etc.), Elected
Officials, Newspaper, Radio and TV Media,
Entertainers, Local Tastemakers &
Trendsetters.
• Website Design and Development
(http://www.amalgamatedpixels.com/archi
ve/thegospel/)
• “Adopt-A-Theatre” Grassroots Program
• HTML E-mail Campaign
• Faith-Based Marketing Campaign
• Promotional Church Fans and T-Shirts sent to
mega-churches
• Event Marketing at Gospel Music Concerts
and Conventions
• 10 Film Screenings and Premiere
• Marketing Strategy and Consulting
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Case Study – The Gospel
Results:
Article Quotes:
– The Humanist Magazine wrote: Later this year, Screen Gems is releasing The Gospel, a film with a black cast about a young
singer who „turns his back on God and his father‟s church.‟ We can assume he pays for this sin, as the marketing is squarely
aimed at the Christian consumer: the tagline is ‘See it! Live it! Spread it!’, there is an email form to tell others about the film,
and an ‘adopt-a-theatre’ map of America for advance purchase of group tickets. This kind of grassroots viral marketing is
part of what made Mel Gibson‟s film The Passion of the Christ such a big hit.
• $4 Million Film Budget
• Top 5 Opening Weekend Box Office Position
• $8 Million Opening Weekend Gross on only 969 screens
• Highest Per Screen Average of $7,764
• Total Box Office Gross: $15.7 Million
Clients
19*Past and Present Clients
Testimonials
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On THE GOSPEL, Clint Culpepper, President of Screen Gems explains
,"There was a grassroots thing, because the people who made the
movie were all involved in churches," Culpepper explained. "We went
to Christians like we always do. It's just that this time we had a movie
that appealed to them. Our stuff is always targeted. Whose our demo,
what do they generally watch?...”
According to Marc Weinstock, Sony Screen Gems' President of Marketing, “part of the success
of This Christmas is attributed to LSM‟s overall effectiveness in exposing the film to its targeted
audience using non-traditional marketing methods. Sony Screen Gems constantly looks for
new and creative ways to reach audiences and LSM has consistently been a go-to partner to
help in achieving this goal.”
“Liquid Soul Media‟s approach to
each of these projects has proven
to generate an early “buzz” about
our films. We're pleased with
everything we‟ve seen with this
latest promotion and let‟s face it,
numbers don‟t lie. Grassroots
marketing works and I haven‟t
seen any other agency
successfully execute this style of
marketing consistently like LSM,"
said Will Packer, Producer of “This
Christmas” and Chairman of
Rainforest Films.
“I had been following LSM for a while prior to engaging them on this project,” said David Talbert,
writer/director of “First Sunday”. "I knew they were the real deal and this being my directorial
debut, I wanted a team with experience that could reach my core audience. Liquid Soul did
just that, especially during the final days before opening weekend.”
“Liquid Soul Media's radio program, Liquid Soul Elements was a dynamic
addition to our XM Satellite Radio Programming Line-up. The team at
Liquid Soul Media delivered a professional radio program solution that
not only entertained, but also educated our listeners. This ground
breaking program help define the Neo-Soul genre to our listeners. The
radio program and marketing efforts by Liquid Soul Media has proven to
be a true asset to XM Satellite Radio.”
Steve Harris, Past-Vice President of Music Programming
XM Satellite Radio Inc.
Liquid Soul Media Team
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Tirrell Whittley
CEO | PrincipalArmed with 12years of marketing and 14
years of corporate experience, Tirrell sets
the vision for LSM and has led the
company to year-over-year growth by
diving into market spaces void of
breakthrough programs using lifestyle
marketing strategies. Tirrell is LSM‟s main
customer engagement principal and
oversees business development. He is
constantly on the forefront of new media,
modern marketing and lifestyle marketing
strategy discussions and panels.
Nick Nelson
COO | PrincipalAs a Certified Project Management
Professional (PMP), BS in Public Relations
and Masters in Advertising form The Ohio
State University, Nick oversees the delivery
of all marketing and creative services.
Nick has a deep project management
background and has managed a
number of multi-million dollar projects .
LSM satisfied his craving to get back into
the creative world where he has
experience in promotions, contract
negotiations, client relations and strategic
marketing consulting.
Chris Hayes
Creative DirectorMr. Hayes is know for bringing the FIRE that
LSM has been known for in its creative
design and direction. His creative
credentials stand out as he is a Certified
Adobe Flash Design and Subject Matter Expert, who authored 2 well known Flash
Design books and has earned his BFA from
Xavier University and MFA from Savannah
College of Art and Design (SCAD). Chris
teaches Flash Design monthly and is a
regular speaker at creative conferences.
Chris has a hands-on approach to
everything creative and strives to always
satisfy the customer.
Felicia Chandler
Account DirectorSince 2002, Felicia has worked with LSM to
develop and manage non-traditional
and lifestyle marketing programs for our
diverse range of clients. Prior to joining
LSM, Felicia had 15 years of business marketing, advertising, e-commerce and
print/web design experience. She is a
marketing communications specialist
with a BS in Marketing and Mass
Communication from Texas Women‟s
University. At LSM, Felicia manages all of
the marketing programs, account
managers, event managers, social media
and pubic relations activities.
Edward Reynolds
Director of Business DevelopmentHaving worked for IBM, Honeywell, Coca-
Cola and General Mills in sales management,
marketing and business development , Ed
keeps LSM on its toes. He works closely with
Founder, Tirrell Whittley on client pursuits and manages NETWORK LSM. NETWORK LSM is a
vast resource of marketing, pr and creative
relationships that have joined forces with the
lifestyle marketer to delivery programs. Ed
works closely with the Principals to set the
company‟s strategy and works closely with
the Account Director to manage relationships
that help LSM deliver services.
Contacts
Tirrell D. Whittley ● CEO| Principal ● 678.637.2888
Nick F. Nelson, PMP ● COO | Principal ● 678.612.4780
Edward Reynolds ● Director of Business Development ● 678.898.3786
Felicia Chandler ● Account Director ● 770.634.4812
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LIQUID SOUL MEDIA
“DRIPPING WITH CREATIVITY”
