Presentation highlighting Liquid Soul Media\'s Capabilities, Case Studies, and Sample Work

1. Presented by:
Liquid Soul Media LLC

2. Liquid Soul Media
About Us
Liquid 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 It
We 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.
Review of Capabilities
Marketing Advertising Interactive Publicity (BazanPR – Partner)
o Lifestyle o Print o Websites o Mainstream and Grassroots
o Grassroots / Non-Traditional o Radio o HTML Email o Screenings
o Market Research o Internet o Social Media/Networking o Press Junkets
o Experiential / Event o Television o PR Strategy
o Influencer o Billboards
Consulting Creative Media
o Modern Marketing Tactics o Art Direction o Media Campaigns
o Entertainment o Print o Digital / New Media
o Faith Based Marketing o Graphic Design / Illustration o Viral Media
o Brand Development o Non-Traditional Outdoor
o The BIG Idea o Traditional
o Premiums and Placement
2

3. Targeted Approach
Awareness
• Targeted Focus & Unobtrusive Solutions
Association
• Trusted Sources & Integrated Approach
Acceptance
• Consumer Buy-in & Relationship
Affinity
• Brand Evangelists
Action
• Turn-key Activations & Measured Results
3

4. What We Do - Breakout
Integrated
Viral 360° Marketing Programs Marketing
Marketing Strategy
Marketing/Social Brand Development
Media Account Management
Market Research
Digital Platform Report Card Faith-Based (Churches)
E-mail Marketing Black College / HBCU
Mobile Marketing Urban Professionals
Social Networking Influencer Programs
Social Media Applications Acculturated Hispanics
Sports & Entertainment
Lifestyle
Marketing
Tour Management Branding
Event Planning & Production Art Direction
In-market Awareness Graphic Design
Street Teams Website Design & Development
Screenings (Film & TV) Web Marketing
Experiential Call-To-Action Programs Media Production
Marketing Creative
4

5. Film and TV Track Record
* This is a partial list of film
and TV projects 5

6. 6

7. 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.
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
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 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 7
Notorious Card Front Notorious Card Back

8. Case Study – Stomp The Yard
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 Results
• Public Relations
• # 1 Box-Office Film for two (2) weeks in a row
• Special Advance Screenings for the NAACP, Urban (January 12-15, 2007 and January 19-22, 2007)
League and 100 Black Men of America. • With a $13 Million budget, the film grossed
• Event Production of the East Coast Film Premiere in $26 Million during the Opening Weekend.
Atlanta, Georgia, complete with Red Carpet, Film • Total Box Office Gross: $75 Million
Celebrity Presentation and Celebrity After-Party.
• Total Domestic, International and DVD Gross:
• HTML E-Mail Campaign distributed to faith-based, HBCU $100+ Million
and civic organization members
8

9. Case Study - CNN
Challenge
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, Results
and included a study on issues facing the African-American
• HUGE SUCCESS with BIG RESULTS!
community, and a look at the culture of African-American
• AA viewers jumped from 19% - 24% on CNN
families, men and women.
during 2008
• Black in America was CNN’s second highest
Solutions rating documentary and one of its most
watched programs - drawing an average of 2.6
• Liquid Soul Media developed a 360 ° integrated grass- million viewers and outperforming the network's
roots marketing program for CNN, targeting the African- year-to-date averages for 9-11 p.m. by double
American Faith-Based , HBCU and Urban Professional and triple digits
communities. • 4.7 million viewers for BIA in July 2008
• National Influencer Marketing Campaign with church • 8.1 million viewers for the Obama Acceptance
and community leaders Speech at 2008 DNC
• Hosted local market public screenings in 7 top African- • Carry over success from BIA to DNC to Elections
American DMAs • Identified and build lasting relationships with
• Viral Campaign via e-mail, SMS and social media 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."
9

10. Case Study - CNN
10

11. Case Study - First Sunday
Objective
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!!!! “
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
11
Sources: TheNumbers.com

12. Case Study - First Sunday
12

13. Case Study – This Christmas
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.
13

14. Case Study – This Christmas
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.
14

15. Case Study - The Secret Life of Bees
Challenge
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. Solutions
• Integrated Marketing Campaign included:
Fox Searchlight hired Liquid Soul Media to develop a 360° • Women‟s Events and Promotions
grassroots marketing program targeting African-America • Viral HTML and social media
women between the ages of 18-35. (http://www.wheredasaintsat.com/TSLOB2/)
• Custom MySpace page
(www.MySpace.com/SecretLifeofBeesMovie)
Results • National Adopt-A-Theater / Advance Ticket Sales
Program
• #3 Box Office Opening Position at $10 Million (www.adoptatheater.com/bee_welcome.htm)
• #1 Per Screen Average during opening weekend • Local Market Film Screenings (7 markets)
• Over 10.5 Million low and high-touch impressions • Local Market Community Events at the Shrine of the
• 1,300 organizations and churches registered for the Black Madonna (Atlanta, Detroit and Houston)
LSM Adopt-A-Theater Program • Grassroots Publicity Campaign
• Adopt-A-Theater produced $175,000 in advance
ticket sales
15

16. Case Study - American Cancer Society
Solutions
• 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
Challenge • Past Heisman Trophy Winners presented signature
game balls to cancer survivors on-field.
During the Fall of 2008, The American Cancer Society • Radio, Broadcast TV and in-game Jumbotron
(ACS) looked to increase its brand presence and interviews with ACS Executives and Heisman Trophy
bring awareness to the growing epidemic of cancer Winners
in the African-American community. Specifically, ACS
looked to engage African-American men to promote
prostate cancer screenings and healthy living.
Results
• 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
16

17. 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
17
• Marketing Strategy and Consulting

18. Case Study – The Gospel
Results:
• $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
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.
18

19. Clients
19
*Past and Present Clients

20. Testimonials
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.”
On THE GOSPEL, Clint Culpepper, President of Screen Gems explains
“Liquid Soul Media‟s approach to ,"There was a grassroots thing, because the people who made the
each of these projects has proven movie were all involved in churches," Culpepper explained. "We went
to generate an early “buzz” about to Christians like we always do. It's just that this time we had a movie
our films. We're pleased with that appealed to them. Our stuff is always targeted. Whose our demo,
everything we‟ve seen with this what do they generally watch?...”
latest promotion and let‟s face it,
numbers don‟t lie. Grassroots “Liquid Soul Media's radio program, Liquid Soul Elements was a dynamic
marketing works and I haven‟t addition to our XM Satellite Radio Programming Line-up. The team at
seen any other agency Liquid Soul Media delivered a professional radio program solution that
successfully execute this style of not only entertained, but also educated our listeners. This ground
marketing consistently like LSM," breaking program help define the Neo-Soul genre to our listeners. The
said Will Packer, Producer of “This radio program and marketing efforts by Liquid Soul Media has proven to
Christmas” and Chairman of be a true asset to XM Satellite Radio.”
Rainforest Films. Steve Harris, Past-Vice President of Music Programming
XM Satellite Radio Inc.
“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.”
20

21. Liquid Soul Media Team
Tirrell Whittley Nick Nelson
CEO | Principal COO | Principal
Armed with 12years of marketing and 14 As a Certified Project Management
years of corporate experience, Tirrell sets Professional (PMP), BS in Public Relations
the vision for LSM and has led the and Masters in Advertising form The Ohio
company to year-over-year growth by State University, Nick oversees the delivery
diving into market spaces void of of all marketing and creative services.
breakthrough programs using lifestyle Nick has a deep project management
marketing strategies. Tirrell is LSM‟s main background and has managed a
customer engagement principal and number of multi-million dollar projects .
oversees business development. He is LSM satisfied his craving to get back into
constantly on the forefront of new media, the creative world where he has
modern marketing and lifestyle marketing experience in promotions, contract
strategy discussions and panels. negotiations, client relations and strategic
marketing consulting.
Edward Reynolds Chris Hayes Felicia Chandler
Director of Business Development Creative Director Account Director
Having worked for IBM, Honeywell, Coca- Mr. Hayes is know for bringing the FIRE that Since 2002, Felicia has worked with LSM to
Cola and General Mills in sales management, LSM has been known for in its creative develop and manage non-traditional
marketing and business development , Ed design and direction. His creative and lifestyle marketing programs for our
keeps LSM on its toes. He works closely with credentials stand out as he is a Certified diverse range of clients. Prior to joining
Founder, Tirrell Whittley on client pursuits and Adobe Flash Design and Subject Matter LSM, Felicia had 15 years of business
manages NETWORK LSM. NETWORK LSM is a Expert, who authored 2 well known Flash marketing, advertising, e-commerce and
vast resource of marketing, pr and creative Design books and has earned his BFA from print/web design experience. She is a
relationships that have joined forces with the Xavier University and MFA from Savannah marketing communications specialist
lifestyle marketer to delivery programs. Ed College of Art and Design (SCAD). Chris with a BS in Marketing and Mass
works closely with the Principals to set the teaches Flash Design monthly and is a Communication from Texas Women‟s
company‟s strategy and works closely with regular speaker at creative conferences. University. At LSM, Felicia manages all of
the Account Director to manage relationships Chris has a hands-on approach to the marketing programs, account
that help LSM deliver services. everything creative and strives to always managers, event managers, social media
satisfy the customer. and pubic relations activities.
21

22. Contacts
LIQUID SOUL MEDIA
“DRIPPING WITH CREATIVITY”
Tirrell D. Whittley ● CEO| Principal ● 678.637.2888
tirrell@liquidsoulmedia.com
Nick F. Nelson, PMP ● COO | Principal ● 678.612.4780
nick@liquidsoulmedia.com
Edward Reynolds ● Director of Business Development ● 678.898.3786
ed@liquidsoulmedia.com
Felicia Chandler ● Account Director ● 770.634.4812
felicia@liquidsoulmedia.com
22