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1 135 th Street Agency A Strategic Communications & Experiential Marketing Firm Facebook.com/135stAgency twitter.com/135stagency 135stAgency.com

2 The 135th Street Agency offers the great blend of professionalism, attention to detail and knowledge of the audience necessary to ensure a project s success. Will Packer, Producer- Rainforest Films I was tremendously impressed with my experience with Shante and the team at the 135th Street Agency. They are knowledgeable, efficient, professional and have always delivered results as promised. Our experience with the 135th Street Agency has been stellar and they have proven themselves true leaders in the world of PR and event marketing. Mona Scott- Young, CEO/ Monami Entertainment, Executive Producer/ VH1 s Love & Hip Hop Franchise A Powerful shop with laser focus stealthy execution phenomenal results. Danielle Misher, SVP Marketing Screen Gems Pictures Smart, creative, connected, and innovative. Twitter, bloggers, social media. 135th Street has brought our PR campaigns to a whole new level. Alice Rao, VP Publicity WE tv Networks A Next generation agency that specializes in innovation, integrity and creativity. Simply put, they are incredible and every project they touch is made better by their involvement. DeVon Franklin, VP Production Columbia Pictures 135th St. Exhibits Unparalleled Innovation & Creativity! Ryan Stankevich, VP Global Publicity Walt Disney Studios Motion Pictures testimonials 2 we ve got people talking

3 3 about 135 St Age about 135 St Ag about 135 St Ag about 135 St Ag about 135 St Ag about 135 St Ag The 135th Street Agency is a full-service public relations and experiential marketing firm. We specialize in campaigns that connect directly with the Urban Youth Consumer and Urban Business Professional. Our public relations arm spearheads all PR outreach including online PR, traditional PR, blogger outreach and social media campaigns. Our experiential marketing services utilize on-theground event activations to create experiences that influence the target consumer to invest fully into the product/service. Our clients include Walt Disney Studios, Sony/TriStar Pictures, WE tv, Turner/TNT, the American Advertising Federation, U.S. Postal Service, The NY Times, the City of Miami, National Education Association, Common, Warner Music Group, Radio One, Atlantic Records, Urbanworld Film Festival, and more. UTILIZE INVEST EXPERIENCE

4 Film/TV: Government/ Non-Profit: Media: Music: Special Events: 4 clientele in good company

5 We offer numerous ways to enhance and promote your brand: Influencer & Grassroots Marketing Digital/Online PR & Marketing Social Media Marketing Blog Coverage Targeted PR Messaging Campaigns Local Market Media Visibility College Media Campaigns Traditional PR Outreach (Broadcast TV, Radio & Print) 5 services what we provide

6 GOAL: SPIKE LEE Maximize awareness for Spike Lee s first independent film in 13 years, Red Hook Summer via media coverage secured in National Print, Broadcast & Digital Media outlets. STRATEGY: Leverage the Spike Lee Brand and track record for delivering thought-provoking, controversial films. SUCCESS: Performed & presented at the 2012 BET Awards along with host Samuel L Jackson in a parody of Jay-Z & Kanye s song N*ggas In Paris Featured in: Culture Section of DETAILS Magazine What I Know For Sure section of O Magazine GQ Magazine Back Page Hard Choices Feature in BUSINESS- WEEK Magazine ESSENCE Magazine Ebony Magazine Discuss section NY Times Syndicate The Daily Ipad App itunes Movies Confirmed Appearances on: ABC s Good Morning America CBS This Morning Late Night with Jimmy Fallon CNN s Piers Morgan MSNBC s Politics Nation with Al Sharpton FOX s Good Day NY CW11 Morning News 6 film director/auteur in good company

7 JERMAINE DUPRI GOAL: Increase awareness among multicultural consumers of the Global 14 brand JD s online social network as well as emerging and established So So Def artists. STRATEGY: Leverage the celebrity appeal of Jermaine Dupri to secure interviews and media opportunities; engage tastemakers and consumers by hosting Meet & Greets and listening events; secure appearances for So So Def talent at award shows and key, high-profile events. SUCCESS: Global14.com (G14) gained over 10k subscribers in less than 3 months. G14 featured on Mashable, MTV s O Music Awards, BET s The Mo Nique Show, 11Alive (NBC Atlanta), Fox 5 Atlanta, BlackEnterprise.com, AOL Boombox, VIBE. com, HipHopWired, and more. R&B artist Dondria received significant press during her album debut including appearances on 106 & Park, The Mo Nique Show, 2010 BET Awards, The Rickey Smiley Morning Show, Fox 5 Good Day Atlanta, 11Alive (NBC), CBS Better Mornings, VIBE Magazine, Rap-Up Magazine and more. Rapper Da Brat also received significant press upon her release from prison: BET s The Mo Nique Show, CNN. com, VIBE.com, XXL, MTV, AOL Boombox, ESSENCE. com, Bossip, Rolling Out, AllHipHop, WGCI Tony Sculfield & the Morning Riot, V103 Atlanta and many more! 7 music executive/producer & web entrepreneur in good company

8 EGYPT GOAL: Establish Egypt s (Host of HGTV s Property Virgins ) brand as a new radio/tv personality in the Atlanta market. STRATEGY: Secure opportunities events, interviews, meetings, etc -- that build awareness of Egypt among Atlanta influencers and general consumers. SUCCESS: Confirmed feature in Atlanta Magazine. Secured fashion spread in Sophisticate s Black Hair Magazine. Secured exclusive interviews for Egypt s radio show, including cast members from Love & Hip Hop Atlanta, L.A. Hair and My Fair Wedding. Confirmed Egypt as host of VH1 Love & Hip Hop Atlanta Premiere Party. Received significant press from participation in Love & Hip Hop Atlanta Premiere Party including TheYBF, Bossip, SandraRose, Rolling Out, AllHipHop, EURWeb, JUICY, Sister 2 Sister Magazine, 11Alive.com, StraightfromtheA and many more. 8 HGTV & CBS on air personality in good company

9 Mona Scott-Young GOAL: Drive tune-in to impact premiere night ratings. STRATEGY: Love & Hip Hop NY, Season 1- Coordinated a multicity club tour to engage consumers and secure press on the show. Love & Hip Hop NY, Season 2- Executed an intimate dinner with NYC press and cast to secure press coverage and generate buzz leading in to premiere. Love & Hip Hop ATL, Season 1- Executed a premiere week in Atlanta to generate buzz and awareness for the new Atlanta franchise. SUCCESS: Love & Hip Hop NY - Season 1 and 2 Season 1: Radio and Club Tour for Season 1 of Love & Hip Hop (NYC) resulted in over 10 million online media impressions. Season 2 premiere broke ratings records: Highest-rated premiere in franchise history. Season 2 of Love & Hip Hop (NYC) premiered to over 4 million viewers on Nov. 14, 2011, the highest-rated premiere in franchise history and the #1 non-sports cable telecast that day among year old viewers. 9 television executive producer in good company

10 Mona Scott-Young SUCCESS: Love & Hip Hop NY (Continued) Over 4 million viewers tuned in on premiere night. 8 trending topics on Twitter. Premiere night earned online coverage from over 57 outlets. SUCCESS: Love & Hip Hop Atlanta Love & Hip Hop Atlanta debuted to 3.6 million viewers it s highest-rated day since January Love & Hip Hop Atlanta dominated social media on premiere night; it earned a social activity score of 429,245 according to Trendrr -- beating sports events and non-sports series for primetime social engagement. Love & Hip Hop Atlanta premiere party covered in over 47 online outlets. 10 television executive producer in good company

11 JADAKISS GOAL: Transform Grammy-Award winning artist Jadakiss into a lifestyle brand. STRATEGY: Leverage high-visibility opportunities to showcase Jadakiss passion for basketball and promote the release of his new mixtape. Consignment. SUCCESS: Secured appearance opportunity on Fuse tv s newest scripted dramedy The Hustle. Hosted Consignment mixtape listening party resulting in over 1.5 million downloads and secured online media coverage on Complex, The Grio, MTV, BET, World Star Hip Hop, ThisIs50, VLAD tv and more. Created visibility opportunities at the 2012 NBA All-Star Weekend and secured online media coverage on Complex, MTV, BET, Slam and more. Created red carpet opportunity at the Think Like A Man New York premiere and secured online media coverage on THE YBF, Jones, Concrete Loop, Singersroom, The Source and more. 11 Grammy award-winning artist in good company

12 MARVEL S THE AVENGERS CHALLENGE: Excite African-American movie-goers about Avengers to ensure a blockbuster summer opening. STRATEGY: Engage media and influencers by inviting them to screenings, securing media coverage, inciting buzz on social networks, and establishing promotional partnerships with key urban blogs. SUCCESS: Marvel s The Avengers made history by earning the biggest box office opening of all time: $200.3 Million. This total beats the record set by 2011 s Harry Potter and the Deathly Hallows - Pt 2, which earned $169.2 million during its opening weekend. Adding its international sales, Marvel s The Avengers earned a grand total of $641.8 million by the time of its U.S. opening. Marvel s Avengers is the 3rd consecutive #1 weekend box office film for the 135th Street Agency. Secured promotional partnerships with Complex, Global Grind, YRB Magazine, AllHipHop, You Heard That New, RealTalkNY, and F Luxury B. Earned media coverage from BET, Complex, Bossip, VIBE, TheGrio, GlobalGrind, Rolling Out, Roc4Life, The- Source, EURWeb, Indiewire/ShadowandAct and many more! monumental success 12

13 THINK LIKE A MAN CHALLENGE: Energize target audiences and secure strong media awareness to ensure a $20 Million opening weekend against steep competition (i.e. The Hunger Games). STRATEGY: Design and execute a thorough field marketing campaign involving HBCUs, press and social media. We toured the TLAM cast through five (5) college campuses in five (5) markets and incorporated college and local market media into every stop. We hosted an intimate reception with NY bloggers and coordinated press attendance and coverage at numerous promotional events including All-Star Weekend, the Atlanta red carpet premiere, and the New York red carpet premiere. SUCCESS: Think Like a Man exceeded expectations by opening as the #1 film on April 20, 2012, toppling the monstrous Hunger Games and raking in $33 Million. TLAM is Will Packer/Rainforest Films highest-grossing film debut ever and Screen Gems second highestgrossing opening in their history. Michael Ealy, Terrence J, and TLAM became trending topics on Twitter during the HBCU tour. Millions of impressions were earned from coverage in People, ABC News, EOnline, BET.com, Essence.com, VIBE, TheYBF, NecoleBitchie, Bossip, MadameNoire, JET and so many more! Secured back-to-back TLAM print covers in Rolling Out. record-breaking success 13

14 JUMPING THE BROOM CHALLENGE: Generate word-of-mouth buzz on JTB while avoiding the stereotype of the slapstick black romantic comedy. STRATEGY: Engage AA tastemakers and press by creating opportunities for them to experience the film. Activities included: Staff screenings for VIBE, BET, Time Inc HBCU promo tour w/ talent Press dinners w/ cast (ATL/NYC) Media days (Bronner Bros Hair Show) Fan promotion w/ Munaluchi Bridal Online placements SUCCESS: Secured 22.3 million potential impressions in media coverage prior to opening weekend Angela Bassett featured on HLN: What Matters Coverage on: COMPLEX.com, HuffingtonPost, BET.com, ESSENCE.com, AOL Black Voices, TheYBF, BOSSIP, VIBE, SandraRose, & more Two rolling out cover stories for Laz Alonso, Angela Bassett Twitter trending topic (#PoochHall) during HBCU tour visibility success 14

15 TANGLED CHALLENGE: Overcome the cultural challenge of promoting a film that revolves around a girl with 70 feet of magical blond hair to AA audiences and press. STRATEGY: Reclaimed the narrative by highlighting the current popularity of black hair (e.g. Willow Smith s Whip My Hair, Sesame Street s I Love My Hair song featuring an AA puppet). SUCCESS: Secured 36 million potential impressions in media coverage prior to opening weekend Recruited Real Housewife of Atlanta Lisa Wu-Hartwell as a Tangled Ambassador & host of our ATL Tastemaker Screening Online media coverage secured on MediaTakeOut, AOL Cambio, BET, BOSSIP, TheYBF, ESSENCE, Sister 2 Sister, RollingOut & more crossover success 15

16 TRON CHALLENGE: Introduce a young, urban audience to a brand and storyline that was created before many of them were born. STRATEGY: Appeal to influencers and urban hipsters in the media who are familiar with TRON. Create a special NYC screening for this audience; secure VIBE as the media partner and Power 105 s Charlamagne as the host. SUCCESS: Secured 52 million potential impressions in media coverage prior to opening weekend Negotiated an unprecedented four-day TRON site takeover on VIBE.com during opening weekend Secured VIBE as the official media partner for the NYC Influencer Screening which resulted in great turnout and online media hits the following day Secured online media coverage on COMPLEX, FADER, MediaTakeout, URB, YRB, BET, ESSENCE, EBONY, RollingOut & more partnership success 16

17 UNDERWORLD AWAKENING CHALLENGE: Secure interest from African-American movie-goers on a franchise film with limited AA talent and an unpopular theme in the AA community (vampires). STRATEGY: Leverage the celeb appeal of AA actor Michael Ealy; target youth consumers by securing visibility at HBCU homecomings and setting up online promotions at hip-hop websites. SUCCESS: Underworld Awakening opened as the #1 film on Jan 20, 2012, earning $25 Million at the box office. Earned media coverage on BET.com, Complex, Bossip, VIBE, NecoleBitchie, Rolling Out, BlackEnterprise.com, TheRoot, TheUrbanDaily, HelloBeautiful, TheLoop21, HipHollywood and many more! Launched an online promotional giveaway with HipHopDX, resulting in over 3,500 contest entries. digital success 17

18 ATTACK THE BLOCK CHALLENGE: Generate buzz and media awareness on a U.K. film with a bizarre name/plot, unknown talent and a very limited budget. STRATEGY: Create numerous opportunities for our target audience to experience Attack the Block via an aggressive screening program that positions key influencers and media outlets as the Attack the Block messengers. SUCCESS: Received tremendous media coverage from Wall Street Journal, Complex, VIBE, JET, Atlanta Journal-Constitution, BET, Global Grind, Bossip, Roc4Life, Rolling Out and more. ATB earned a $17K per screen average during U.S. opening weekend on 7/29 Grew ATB Facebook page from 1100 to over 30k likes awareness success 18

19 PROM CHALLENGE: Appeal to AA teens/tweens, despite the film s all new cast and lack of diversity in marketing materials. STRATEGY: Leverage the film s AA talent (De Vaughn Nixon, Kylie Bunbury) and create opportunities for press and consumers to interact with them. ACTIVITIES INCLUDED: Press lunch Prom crash at Woodland H.S. In-store at Carol s Daughter (ATL) Tastemaker screening hosted by Justin Combs and Karina Pasian Strategic partnership w/ TeenDiaries SUCCESS: Secured 10.2 million potential impressions in media coverage prior to opening weekend Coverage on ESSENCE.com, AOL, BET, TheYBF, Bossip, SandraRose, Rolling Out grassroots success 19

20 MARS NEEDS MOMS CHALLENGE: Win the support of AA moms within three weeks of the film s release. STRATEGY: Host a series of special screenings in NY, LA and ATL targeting VIP/celebrity parents and press. SUCCESS: Secured 28 million potential impressions in media coverage prior to opening weekend Secured celeb/influencer attendance at screenings: Mike Epps, Tichina Arnold, Darrin Henson, Real Housewife of Atlanta Kandi Burruss, Tameka Raymond Secured online media coverage on Entertainment Gossip Blogs like: MediaTakeOut, BOSSIP, TheYBF, HipHollywood, VladTV, Essence, & more Strategic Partnership with Mocha Moms mommy blogger groups in each market influencer success 20

21 BRAXTON FAMILY VALUES Season 1 CHALLENGE: Create strong media buzz of new reality show featuring a cast that consists of an aging R&B superstar and her fairly unknown sisters. STRATEGY: Execute a variety of activities to bring BFV to the press/tastemakers. Activities included: Press Dinners w/ cast in NY & ATL Staff screening w/ Time Inc HBCU Pizza & Pajamas watch parties Online placements & interviews SUCCESS: Secured 22.7 million potential impressions in media coverage prior to premier night Has delivered over 9 million viewers to date HUGE premiere night on 4/12/11 - #2 and #4 Twitter trending topic (#BraxtonFamilyValues, #Tamar) On 5/17/11 - WE tv was the #1 women s cable network for W18-49 led by the network s original series Braxton Family Values! WE tv ranked #4 among all ad-supported cable networks Coverage on CNN, TheYBF.com, NecoleBitchie.com, ConcreteLoop.com, AOL, ESSENCE, VIBE, MediaBistro ratings success 21

22 BRAXTON FAMILY VALUES Season 2 CHALLENGE: Build upon the success of Season 1; deepen the relationship between the show and its fans; and expand viewership to general market audiences. STRATEGY: Allow fans, press and tastemakers increased access to the Braxton sisters via: Event Tie-Ins (BET s Black Girls Rock ) Local Market Media Visibility Press Dinners Time Inc Staff Screening HBCU Screenings Campus Dorm Pizza Parties SUCCESS: Season 2 premiere was the #1 show among African-Americans Show earned four trending topics on Twitter Season 2 premiere outperformed Season 1 ratings in all key demos by double-digit increases Premiere earned blog/online coverage from over 44 outletsconcreteloop.com ratings success 22

23 TNT: HAWTHORNE Season 3 CHALLENGE: Convert African-American and Hispanic women at hair salons in 10 markets into Hawthorne fans in less than 30 days. STRATEGY: Engaged salon owners, local influencers, and online press by exposing them to the third season of Hawthorne through in-store consumer activations, premiere night watch parties and ambassador dinners all designed to spark dialogue online and on-theground. SUCCESS: Received media coverage from over 40 blogs/websites including Bossip, TheYBF, SandraRose, AOL BlackVoices, and VIBE. Delivered a 10-market campaign with 2-3 activations at 20 AA and Hispanic salons in each market in 3 weeks. lifestyle success 23

24 MY FAIR WEDDING Season 5 CHALLENGE: Increase viewership and ratings of Season 5 of this hit WE tv show despite fierce competition from Real Housewives of Atlanta. STRATEGY: Put David in front of his fans and press in key markets via: Press Dinners Radio Interviews Time Inc. staff screening SUCCESS: Episode 4 on 12/4 received a bump in ratings following our Chicago press tour Booked major market radio interviews for Tutera on Power 105 (NY), WBLS (NY), WGCI (CHI), V103 (ATL) and KISS 104 (ATL). Booked major market tv interviews on NBC Chicago and WGN (CHI). MFW received coverage from BET, WPIX, Bossip, MadameNoire, Sophisticate s Hair, Juicy and more. consumer engagement success 24

25 WE tv: BRIDEZILLAS Season 8 & 9 CHALLENGE: Spark online buzz for the outrageous, over-the-top 8th season of BRIDEZILLAS, a tv series which has typically been ignored by the general press. STRATEGY: Energize high-traffic blogs by giving them an early first look at full episodes of BRIDEZILLAS; service exclusive clips to press and set up interviews with the brides. SUCCESS: Received media coverage from Bossip, ConcreteLoop, EURWeb, GyantUnplugged, StuffFlyPeopleLike, RuthlessBlogs, HollywoodLife and more. media success 25

26 Results Just a snapshot press for DISNEY VIBE.com Posted 12/16/10 12/19/10 Four-day site takeover for TRON: Legacy BET.com Posted 11/23/10 Interview with actress Mandy Moore, star of Tangled FADER.com Posted 12/10/10 Interview with actor Garrett Hedlund, star of TRON: Legacy 26

27 Results Just a snapshot press for JUMPING THE BROOM COMPLEX.COM Posted 5/6/11 Meagan Good feature for JUMPING THE BROOM HLN s What Matters hosted by Richelle Carey Aired 5/5/11 Interview with Angela Bassett for JUMPING THE BROOM 27

28 Results Just a snapshot press for FONZWORTH BENTLEY New York Magazine Printed 5/16/11 Lead design by Fonzworth Bentley in fashion/art editorial feature that re-imagines Lady Gaga s style 28

29 Results Just a snapshot press for URBANWORLD Good Day NY (FOX) Aired 9/17/10 Interview with Nia Long star of MOOZ-LUM to promote NYC s Urbanworld Film Festival 29

30 Results Just a snapshot press for BRAXTON FAMILY VALUES CNN w/ host Don Lemon Aired 4/9/11 Interview with Toni and Tamar Braxton for BRAXTON FAMILY VALUES 30

31 Results Just a snapshot press for We tv: BRAXTON FAMILY VALUES Braxton Family Values - vibe.com Braxton Family Values - NecoleBitchie.com 31

32 Results Just a snapshot press for TNT: HAWTHORNE Sandra Rose June 2, 2011 By: Sandra Online Feature Photo: TNT AOL Black Voices June 2, 2011 Online Feature Photo: TNT 32

33 Results Just a snapshot press for TNT: HAWTHORNE Bossip By: Bossip Staff June 2, 2011 Online Feature Photo: TNT YBF June 2, 2011 By: Natasha Online Feature Photo: TNT 33

34 Results Just a snapshot press for WE tv: BRIDEZILLAS Concrete Loop By: Christine May 26, 2011 Online Feature Photo: WE tv BRIDEZILLAS Bossip By: Bossip Staff May 28, 2011 Online Feature Photo: WE tv BRIDEZILLAS 34

35 Results Just a snapshot press for COMMON Yahoo.com Posted 5/11/10 Interview with actor COMMON for JUST WRIGHT 35

36 Results Just a snapshot press for 135 TH ST AGENCY Billboard Magazine Printed 9/4/10 Photos from annual 135th BBQ featured in Backbeat 36

37 CONNECTIONS FOLLOWERS RELATIONSHIPS Our core value as an agency is the key relationships we maintain in entertainment, media, and corporate America. From brand managers to editors-in-chief, these relationships are the cornerstone of our reach. INFLUENCERS ONLY 7,500 Facebook: 11,000 Twitter: 5,384 EICs, Editors, Writers, Reporters, Correspondents, Booking Producers, Celebs, Politicians, Music Execs, Talent Managers, Brand Managers, CMOs, etc. LinkedIn: 3,500 our reach 37 key relationships

38 CONNECTIONS FOLLOWERS RELATIONSHIPS Our core value as an agency is the key relationships we maintain in entertainment, media, and corporate America. From brand managers to editors-in-chief, these relationships are the cornerstone of our reach. Total Estimated Reach of Audience: 143,517,201 connections Estimated reach per individual: 7,428 connections Our agency maintains a database of over 24,000 influencers via , Twitter, Facebook and LinkedIn. However, because the makeup of our internal audience is industry tastemakers, the reach of these 24,000+ users extends well into the millions. our reach 38 key relationships

39 39 contact 135 St A contact 135 St A contact 135 St A contact 135 St A contact 135 St A contact 135 St NATIONAL OFFICES NEW YORK 1290 Avenue of the Americas, 26th Floor New York, NY ATLANTA 644 Wells Street, Unit #15 Atlanta, GA LOS ANGELES Wilshire Boulevard, Suite 307 Los Angeles, CA Facebook.com/135stAgency twitter.com/135stagency 135stAgency.com

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