Client Deck - 135th Street Agency

OVERVIEW
135th is unrivaled in brand communications campaigns that
successfully target and engage African American females ages 18-50.
The forthcoming pages illustrate engagement with AA females for
television premieres, beverage launches, retail/point-of-sale promotions,
hair product activations and film premieres.
We build
brands & pop culture awareness using spot-on
communications strategies & extensive industry connections.
• Established in 2004 by Shante Bacon
• Strong history of engagement & making connections
• Offices in New York and Atlanta
• 10 employees across 3 cities
• Field reps in Charlotte, Chicago, Detroit, Houston,
Los Angeles, Miami, Philadelphia, Washington DC
• Featured in Forbes.com, ESSENCE, Black Enterprise,
Crain’s and Redbook
• Award-Winning (NAMIC, School of Visual Arts, AAF
Mosaic Award, Harvard Business School)
clientS/INDUSTRIES
135th has represented
brands within a variety
of industries
Consumer Goods
Film
TV
Digital & Media
Music
Wine/Spirits
Talent
Government/
Non-Profit Spike Lee, Jermaine Dupri, Mona Scott-Young, Jadakiss, Austin Brown
CAPABILITIES
We employ a
variety
of approaches to deliver
engagement & pop culture
visibility to millennials & urban audiences.
brand
Strategy & Planning
Public Relations
Social Media
Experiential Marketing
ORBIT OF ENGAGEMENT
Our central
philosophy to
Brand Engagement
includes
generating the
social conversation/
social media visibility
maximizing
opportunities
presented by
designing the
experience/
experiential
marketing
ambassador
programs &
broadcast
interaction YOUR BRAND
recruiting influencers/
messengers to convey
the brand message
strategic
communications/
tailoring the message
to the desires of
the target
audience
each of
th e five illus trat e d
conduits to making a
successful connection.
We measure success through
standard metrics – sales, ratings,
impressions, etc – and the overall growth and development of
the brand (i.e. increased market
share, heightened awareness).
Weaving Brands Into Consumer Lifestyles
1st place
Experiential Marketing
Our experiential marketing strategies
helped OWN build its 25-54 AA female
viewership and recover from its prior year
ratings difficulties.
• When OWN launched in 2011, it averaged only 136,000 daytime viewers and 247,000 viewers in primetime.
• Beginning in 2012, we planned and
executed press screenings, meet &
greets, luncheons and premieres
for shows such as “Iyanla: Fix My
Life,” “Welcome to Sweetie Pie’s,”
“The Haves and the Have Nots”
and “Love Thy Neighbor.”
• By 2013 – boosted by Tyler Perry’s
original programming – OWN became the No. 2 network among
African-American women ages 25
to 54 years in primetime.
• Now, in Q1 2014, OWN is the #1
cable network on Tuesday and
Wednesday nights for AfricanAmerican women. “The Haves and
the Have Nots” boasted six episodes where 3M viewers tuned in,
including 3.6M for its season finale–
the most watched telecast in OWN
history.
PRESS:
ABC “The Chew”
HLN Morning Express
CBS “Live from the Couch”
Power 105 NY
ESSENCE.com
The Root
JET
Good Day Atlanta
Hip Hop Weekly
LA Focus
Re-calibrating Cultural Shifts
1st place
Integrated Marketing
We were there in 2011 when WE tv
launched its flagship programming
for AA women: “Braxton Family Values.”
With targeted messaging to influencers
and media through consumer engagement (HBCU pizza parties), press dinners and premieres, we helped this
network – previously known for its wedding shows – usher in a new era of
entertainment for AA women.
• We began by steadily building the AA female audience for
“Braxton Family Values” (BFV)
so that by its second season,
the show was averaging 1M
viewers per episode.
• The success of BFV spawned
the creation of subsequent
shows targeting this audience,
including “L.A. Hair,” “Mary
Mary,” “Tamar & Vince,” “Sanya’s Glam & Gold” and “SWV
Reunited.”
PRESS:
Yahoo!
Huffington Post
Perez Hilton
CNN
EBONY
Power 105
BET.com
Bossip
MadameNoire
VIBE.com
Necole Bitchie
Essence.com
Sandra Rose
Pix11.com
TheYBF
Pop Culture Engagement
2nd place
Experiential Marketing
We jump-started the buzz on
the 2013 launch of this brand by
coordinating influencer events
(a 4th of July Cruise in NYC
with co-owner Nicki Minaj),
press
opportunities
(CNBC,
HLN, Forbes.com) and strategic
partnerships (Paramount’s Star
Trek Into Darkness, FilmDistrict’s
Olympus Has Fallen and Dead
Man Down). After only one year,
Myx Fusions is the #1 selling
Moscato in the U.S.
• 500% increase in social media
mentions of #GetintheMyx
and #MyxFusions in 6 months
• 100M+ media
generated
impressions
• Expanding to Australia and
U.K. by end of 2014
PRESS:
US Weekly
In Touch Weekly
Life & Style
CNBC
HLN
ABC News Radio
Forbes.com
Wine Spectator
PopCrush
Pop Sugar
CW 11
JUICY
Cultural Connections
When this hair care distributor was
preparing to be the first to launch
the ground-breaking Texture
Manageability System (TMS), they
called on us to market their product
to African-American women ages 18
– 45. In six months, TMS became the
most talked about ethnic hair care
innovation in urban media, spawning
similar product releases from competitors.
• 46M media impressions secured
(Huffington Post, AOL, EBONY, BET.
com)
• 101M social media impressions
generated in 5 months
• 24 celebs engaged (including
brand endorsements from Angela
Simmons and Sevyn Streeter)
• Activated 8 major events (Rebellious
Soul Tour, NY Upfront, Miami Getaway,
Bronner Bros Hair Show, Black Women’s
Expo Chicago, Black Expo Charleston,
Angela I AM Fashion Presentation,
World Natural Hair Show)
PRESS:
EBONY
Styleblazer
BET.com
JUICYMagOnline
RollingOut.com
VIBE Vixen
Hype Hair
Launching Lifestyle Brands
We keep this broadcast network
-- founded by Sean “Diddy” Combs -top of mind among millennials and
entertainment media.
• 33M social media impressions
generated in 2 months
• 21M press impressions secured:
• Huffington Post
• AOL
• ABC News
• CableFax
• BNN
• LA Weekly
• VIBE
PRESS:
AOL
Bossip
LA Sentinel
Ebony.com
CableFax
BNN
LA Weekly
VIBE
CW11
Translating Key Messages
After two years and four successful
films, we’ve changed the way this major
motion picture studio markets to AfricanAmericans. Our influencer screenings,
media partnerships, and press outreach
engaged AA audiences in an intimate,
authentic way.
• #1 box office films Madagascar 3
and Star Trek Into Darkness
• $1.6B in total worldwide sales from
Madagascar 3, Star Trek Into
Darkness and The Wolf of Wall Street
PRESS:
EBONY
JET
JUICY
Upscale
BET.com
Bossip
TheGrio
Necole Bitchie
Rolling Out
Life + Times
Effective Messaging
We had the media buzzing about Red
Hook Summer, the sixth installment in Lee’s
“Chronicles of Brooklyn” series.
Broadcast appearances:
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“Good Morning America”
“CBS This Morning”
“Late Night with Jimmy Fallon”
CNN’s “Piers Morgan”
MSNBC’s “Politics Nation with Al
Sharpton”
• “Good Day NY”
• VH1 “Big Morning Buzz”
• BET’s “106 & Park”
Print/Digital features:
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DETAILS
O, the Oprah Magazine
GQ Magazine
NY Times
Bloomberg BUSINESSWEEK
Sports Illustrated
Crain’s NY Business
NY Daily News
“The Daily” for iPad
iTunes Movies Feature
Effective Messaging
1st place
Digital Marketing
Not only did we pull off a national
talent search to support the 6th season
return of BET’s hit show “The Game,” but
we did it in two weeks.
• 4 million adults 18-49 tuned into
“The Game,” making it the #1 returning sitcom telecast on cable.
• “The Sideline Wrap-Up” episodes
became among the top 3 watched
videos on BET.com on “The Game”
broadcast nights.
• Over 6M earned media impressions
generated during the campaign.
• Campaign won a 2013 NAMIC Excellence in Multicultural Marketing
Awards (EMMA) in the Marketing
Tactics, digital category.
Effective Messaging
Our field marketing campaign energized
our target audience and generated
tremendous buzz, contributing to the film’s
record-breaking box office success.
• #1 film for two weeks straight.
• Earned $33M on opening weekend,
topping The Hunger Games.
• Will Packer/Rainforest Films’
highest-grossing film debut
ever and Screen Gems’ second
highest-grossing opening in their history.
• Generated millions of media
impressions from coverage in People,
ABC News, E Online, BET.com,
ESSENCE.com, VIBE, TheYBF, Necole
Bitchie, Bossip, JET, Madame Noire
and more.
Effective Messaging
Super-producer Jermaine Dupri gave
us 30 days to spread the word about his
reunion concert of R&B and Hip Hop
stars from the 90s and early 00s such
as Kris Kross, Xscape, Bow Wow, Jagged
Edge and Da Brat.
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Concert sold out!
Over 200M media impressions
Over 10M social media impressions
Pre-event press coverage generated
so much buzz, it persuaded Jay-Z to
participate.
Earned coverage from:
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OMG Yahoo
The Today Show
TMZ (Live Show)
The Daily Mail
E! News
Entertainment Weekly
MSN Entertainment
Yahoo Music Canada
The Hollywood Reporter
Examiner
#1
F i l ms
#1 tv
shows
WE EXCEL AT event production
We produce quality events
that reflect the quality of your
brand, and we dress a room
with a keen eye for detail.
• OWN – “Love in the City”
NY Press Dinner
• Myx Fusions Moscato “4th of
July Cruise”
• 135th Street Agency Holiday
Party
• Beautiful Textures Ultimate
Miami Getaway
• OWN – “The Haves and
the Have Nots”/ “Love Thy
Neighbor” Season 1 NY
Premiere Party
• Bravo – “The New Atlanta”
Premiere Party
WE EXCEL AT event production
We produce quality events
that reflect the quality of your
brand, and we dress a room
with a keen eye for detail.
• OWN – “Love in the City”
NY Press Dinner
• Myx Fusions Moscato “4th of
July Cruise”
• 135th Street Agency Holiday
Party
• Beautiful Textures Ultimate
Miami Getaway
• OWN – “The Haves and
the Have Nots”/ “Love Thy
Neighbor” Season 1 NY
Premiere Party
• Bravo – “The New Atlanta”
Premiere Party
industry-recognized
• Recipient of the 1st place 2014 NAMIC Excellence in Multicultural Marketing
Awards (EMMA) in the Marketing
Tactics/Grassroots category for the TV One
“Are You That Girl?” Mall Tour
• Recipient of the 2nd place 2014 NAMIC
Excellence in Multicultural Marketing
Awards (EMMA) in the Marketing Tactics/
Experiential category for the MYX Fusions
“MYX & Mingle” Cruise
• Recipient of the 1st place 2013 NAMIC Excellence in Multicultural Marketing Awards
(EMMA) in the Marketing Tactics/Digital
category for the BET Superfan campaign
• Recipient of the 1st place 2013 NAMIC
Excellence in Multicultural Marketing
Awards (EMMA) in the Marketing Tactics/
Print category for the Oprah Winfrey
Network campaign
• Received 19th Annual School of Visual Arts
Communicator Award of Distinction Winner
(2013)
• Named Hello Beautiful’s 25 Women to
Know (2013)
• Recipient of the Black Women in Film
Network’s Untold Stories Winner (2012)
• Recipient of the “High Heel Award” at
the Trumpet Awards for excellence in
marketing (2011)
• Received American Advertising Federation Mosaic Award for “LOVE N’ HAITI”
campaign with the City of Miami (2010)
• Named one of ESSENCE’s “Top 21 innovative business women under 40” (2010)
• Recipient of Harvard Business School’s H.
Naylor Fitzhugh Award for best business
plan (2006)
THANK YOU!