Marketing/ Publicity Plan: Harry Styles Comeback Album
3. PROJECT DETAILS EAN: 8054380286754 (Standard) 0985641087721 (BB) Street Date: May 12, 2016 Packaging: CD/Digipak, Boxlot 25 Label: Columbia Records Distribution: RED (Physical)/ LOUDR (Digital) Sel. #: FR CD 547 (std) FR CD 547S (BB) Orders Due: April 8, 2016 Genre: Rock/Pop
4. MANAGEMENT AND CONTACTS MANAGEMENT: Jeffrey Azoff PROJECT COORD: Bryan Baker, Darion Whitaker (Label Logic) MARKETING: Nicole Jameson NEW MEDIA: Hannah Wright (BKTJ) RADIO PROMOTION: James DeCarlo, Ben Gilbert ART DIRECTION: Jolene Windmiller (JJ Creative)
5. SITES AND SOCIALS Wesbite: www.harrystyles.com Facebook: www.facebook.com/harrystyles Twitter: www.twitter.com/harrystyles Instagram: www.instagram.com/harrystyles
6. PROJECT OVERVIEW FEATURING... •SELL POINTS ● Harry’s coming of age album ● He’s the last of the group to release a solo album ● Restore original fan base while appealing to an older/larger target market ● Harry is currently topping charts with song “Sign of the Times” (#4 on billboard Hot 100) ● Harry recently starred in Dunkirk and that will be in theaters soon ● Unique listening party for an unforgettable re-entry into the music world
• MARKETING HIGHLIGHTS ● Target audience: anyone 13-65+ (Lovers of Bowie, John Mayer, McJagger, and Pink Floyd) ● Re-branding himself as his own artist ● Has a new look ● Has acted in a movie now rebranding himself as an actor/singer ● Will be performing on shows like Ellen, SNL, and the Late Show ● Will be doing on air interviews with Seacrest and others ● Release of “Harry Radio” on Apple Music
7. TRACK LISTING(S), INCLUDING VARIOUS VERSIONS AND IGS Album Name: Outside Album Track Listing: 1. London Eye 2. Deep Blue (Feat. Calvin Harris) (Feat. Lorde) 3. Just Like Bowie 4. Spill The Tea 5. You’re Welcome 6. Past Due 7. First Class (Feat. Bon Jovi) 8. Cliff Dive 9. Dagger 10. Live A Lot (feat. Paul Mccartney) 11. Electric Lookin’ 12. Bangs? 13. Cold Brew 14. Glacier 15. Sign of the Times
Deluxe Version Bonus Tracks (Only Available At Target): 16. London Eye (Acoustic) 17. Cliff Dive (Acoustic) 18. LMK 19. Coachella
Singles: First: Sign of the Times Second: London Eye Third: Deep Blue (Feat. Calvin Harris) (Feat. Lorde) Fourth: Live A Lot (feat. Paul McCartney)
8. TOP SALES MARKETS (DMA AND DMA INDEX) (top 10 geographical markets in US) (Overly expected cities for him to sell more at)
DMA: (Based On Rock Popularity) 1.New York City, NY 2. Seattle, WA 3. Chicago, IL 4. Los Angeles, CA 5. San Diego, CA 6. Philadelphia, PA 7. Boston, MA 8. Portland, OR 9. Las Vegas, CA 10. Atlanta, GA
DMA Index: Nashville, TN Phoenix, AR Springfield, MO Las Vegas, CA Orange County, CA San Francisco, CA Miami, FL New Orleans, IL Newark, NJ Dallas, TX
9. ADVERTISING AND MARKETING: DIGITAL MARKETING/ DISTRIBUTION: COLUMBIA ● Social Media campaign for publicity release ● Commercial released during the voice ● Commercial shared over all social media platforms ● London Eye Meet & Greet ● London Eye Listening Party ● Using older One Direction fan clubs and email lists to do an email blasts
Audience Analysis: 4/20/2017 Youtube: Facebook: Twitter: Instagram: Spotify: 1,247,316 14,777,232 30 mil. 20 mil. 441,808
Goals For Audience Growth: Youtube: 20% Facebook: 10% Twitter:10% Instagram: 10% Spotify: 60%
Demographic Info: ● 13-65+ years ● 50/50 split male/female HOUSEKEEPING: ● Youtube channel updated ● Facebook page- verified and updated ● Twitter- updated and verified with link to album ● Update social media with more content for rebranding BUILD AN AUDIENCE: Mailing List ● Harry’s email is easy to find with a google search for fan mail. Can be found at hstyles.co.uk right on his website. ● His old email pop’s up as well [email protected] ● Make it easier to find his mailing address, include links to such on his social media YouTube ● It’s hard finding what is Harry’s real Youtube, would want to get verified account to pop up first in search. ● Vevo page is verified and has been updated with his newest song “Sign Of the Times” ● Would want to include exclusive content like personal interviews with magazines ● Add Video explaining The London Eye Meet and Greet and how to participate PR ● Weekly Newsletter sent out to our contacts and press including our release for “London Eye” listening experience ● We ask to be forwarded all press releases for inclusion ● We ask to be added to your publicist press list ENGAGE AN AUDIENCE ● Increase social media presence ● Highest followers on Twitter- reply to Tweets with positivity ● Include hints on social media for his special album listening party locations ● Increase posting activity ● Add exclusive content to pre-order subscribers ● track keywords and participate in conversation around them ● Hold live videos on facebook Twitter ● Reply to tweets and engage followers in conversation ● Become more active with personalized tweets ● Share locations for tours Facebook ● Since fans like to feel special hold a Facebook Live where Harry replies to fans directly ● Share locations for the special listening for London Eye Experience via 360 VR Mailing Lists ● Give a link to Harry’s current mailing list on old links that still pop up with One Direction ● Sign up for Columbia’s mailing list for weekly newsletters on Harry Styles ● Work on a schedule for newsletter that coincides with important dates and announcements Apple Music ● Create Harry Radio
10. SALES DRIVER PLAN Advertising ● Offer exclusive content for pre-orders ● Widen past current fan base to similar artists (Bowie, Pink Floyd) expanding past One Direction Socials ● Retailers will get notifications of Columbia’s release dates for Harry ● Put easy to find link on all social media to purchase new album ● Columbia will provide information regarding scheduling and social postings Newsletter ● Columbia will deal with the newsletter 11. ADVERTISING/MARKETING TIMELINE April- 4/9 Launch “Harry Radio” on Apple Music 4/22 Exclusively drop “The London Eye” for preorder consumers 4/23 Announce Social Media Campaign in London for Album Premiere 4/25, 4/27, 4/28, 4/29, find harry hints dropped on social media 4/30 release Harry’s tour shirt May- 5/1- 5/3 find harry hints dropped on social media 5/3 choose 500 winners 5/5 drop “Past Due YouTube video” 5/ 6 exclusive presale order listen to “Dagger” 5/10 hold online raffle for Dunkirk movie tickets or an “Outside” tour shirt 5/12 Album “Outside” drops in stores, online, and limited release vinyl 5/11 Appearance and performance at the London Eye 5/29 Announce International Fall 2017 tour June- 6/10 Presale for tickets for “The Outside Tour” go on sale for “Club Harry” members 6/12 Tickets for “The Outside Tour” go on sale for the general public
12. MARKETING TOOLS • Press photos and bio available via www.presskit.to/harrystyles ● Twitter Facebook YouTube Spotify and Instagram ● CDs for special giveaways ● Promo t shirt for all presales orders and special giveaways via social media ● Photo booklet featuring special photoshoot for meet and greets ● Dunkirk movie tickets for select winners in social media raffle
13. SALES (RETAIL, PHYSICAL AND DIGITAL) POINTS Can pre-order on Amazon and Itunes Gets first single with online pre-order Limited release on a collectable vinyl Target Version with bonus tracks Every pre-order comes with one raffle entry to win a Skype with Harry
14. PUBLICITY PLAN TV: ● The Ellen Show daytime appearance. Interview & Performance of first single ● The Late Show with James Corden Car Pool Karaoke Skit ● Saturday Night Live performance and acting in skits ● Good Morning America outdoor performance in Times Square Radio: ● On Air with Ryan Seacrest Interview ● BBC1 Performance ● Push interviews to all local stations in key markets Print: ● Ads for HS FOR H&M in Teen Vogue, Seventeen ● Spread/Interview in Seventeen Magazine
15. NON TRADITIONAL MARKETING (INFLUENCER?) ● We plan to give the rights of select songs to major Youtubers to be used in approved video content ● Lead single will be in the trailer for “Spiderman: Homecoming” ● Push most entertaining/funny video clips from TV appearances onto large social media accounts, trying to become viral content ● HS FOR H&M Collab ● Pop-ups for HS FOR H&M ● Surprise Coachella Set
16. STREAMING STRATEGY
Spotify/Apple Music Playlist
The Sound - H
You Really Got Me The Kinks
My Generation The Who
Bad Moon Rising Creedence Clearwater Revival
Baba O’Riley The Who
Gimme Shelter The Rolling Stones
Heartstopper Keith Richards
Dancing In The Street David Bowie & Mick jagger
This House Is Not For Sale Bon Jovi
Wow Beck
Maggie May Rod Stewart
Band On The Run Paul Mccartney & Wings
Peace of Mind Boston
Dancing In The Dark Bruce Springsteen
Call Me Blondie
Faith George Michael
The Stroke Billy Squier
It’s Too Late Carole King
Tonight's The Night (Gonna be Alright) Rod Stewart
Let’s Go Crazy Prince & The Revolution
Purple People Eater George Thorogood
Harry’s Favorite’s - H
FourFiveSeconds Rihanna and Kanye and Paul McCartney
Perfect One Direction
Somebody Else 1975
I Love You Always Forever Donna Lewis
Road To Nowhere Talking Heads
Fun Blondie
Comb My Hair Post Modern
Where Does The Good Go Tegan and Sara
Redbone Childish Gambino
BoRdErZ Zayn
Our Town Niall Horan
Just Hold On Steve Aoki & Louis Tomlinson
Roller Coaster Bon Jovi
Let’s Go Def Leppard
Waste A Moment Kings Of Leon
I Don’t Feel Like Dancin’ Scissor Sisters
Starman David Bowie
Shadows (feat. Debbie Harry) Future Islands (Feat. Debbie Harry)
This Must Be The Place Talking Heads
Say It Ain’t So Weezer
17. RADIO PLAN-NANCY Phone interviews with morning shows Radio promotion of current single “Sign of the times” CHR(contemporary hit radio) & Hot AC (adult contemporary) Top 40 Radio Shows ( Jingle Ball, IHeartRadio,104.5 block party) Major Market Tour (NY,CA,CHI), Live interviews in each city Ticket Giveaways Satellite Radio interviews Interview with Ryan Seacrest ( “On air with Ryan Seacrest”) BBC1 interview/performance
18. TOUR DATES- ALI
Thursday August 31, 2017 London, England The O2
Friday September 1, 2017 London, England The O2
Saturday September 2, 2017 Birmingham, England Barclaycard Arena
Thursday September 7, 2017 Dublin, Ireland 3Arena
Friday September 8, 2017 Dublin, Ireland 3Arena
Thursday September 14, 2017 New York, NY Madison Square Garden
Friday September 15, 2017 New York, NY Madison Square Garden
Saturday September 16, 2017 New York, NY Madison Square Garden
Thursday September 21, 2017 Boston, MA TD Garden
Friday September 22, 2017 Philadelphia, PA Wells Fargo Center
Saturday September 23, 2017 Philadelphia, PA Wells Fargo Center
Thursday September 28, 2017 Miami, FL American Airlines Arena
Friday September 29, 2017 Atlanta, GA Philips Arena
Saturday September 30, 2017 Nashville, TN Bridgestone Arena Friday October 6, 2017 Chicago, IL United Center
Saturday October 7, 2017 Chicago, IL United Center
Thursday October 12, 2017 Springfield, MO JQH Arena
Friday October 13, 2017 Dallas, TX American Airlines Center
Saturday October 14, 2017 Austin, TX Frank Erwin Center
Thursday October 19, 2017 Phoenix, AZ Talking Stick Resort Arena
Friday October 20, 2017 Las Vegas, NV T-Mobile Arena
Saturday October 21, 2017 Las Vegas, NV T-Mobile Arena
Thursday October 26, 2017 San Diego, CA Valley View Center
Friday October 27, 2017 Los Angeles, CA STAPLES Center
Saturday October 28, 2017 Los Angeles, CA STAPLES Center
Friday November 3, 2017 Portland, OR Moda Center
Saturday November 4, 2017 Seattle, WA Key Arena
Saturday November 11, 2017 Melbourne, Australia Rod Laver Arena
Friday November 17, 2017 Sydney, Australia Qudos Bank Arena
Saturday November 18, 2017 Sydney, Australia Qudos Bank Arena
19. MARKETING TIMELINE- ALI
3/20 Appearance on Ellen for “Sign of the Times” 3/25 Drop the picture for “Sign of the Times” 4/7 Premiere “Sign of the Times” on iTunes 4/8 Launch “Sign of the Times” on the playlist “Hot New Hits” on Spotify 4/9 Launch “Harry Radio” on Apple Music 4/15 Appearance on Saturday Night Live 4/16 Happy Easter message from Harry to fans 4/17 GMA appearance and performance 4/18 Seventeen Magazine Interview 4/20 Pre-orders become available for album “Outside” 4/21 Daytime appearance and performance of “The London Eye” on Ellen 4/22 Exclusively drop “The London Eye” for preorder consumers 4/23 Announce Social Media Campaign in London for Album Premiere 4/28 Surprise set at Coachella 5/1 The Late Show with James Corden 5/2 On Air with Ryan Seacrest Radio Interview 5/3 Winners of the social media campaign announced 5/8 Appearance at H&M in Oxford Circus in London for “HS for H&M” 5/9 BBC 1 interview and performance 5/11 Appearance and performance at the London Eye 5/12 Album “Outside” drops in stores, online, and limited release vinyl 5/29 Announce International Fall 2017 tour 6/10 Presale for tickets for “The Outside Tour” go on sale for “Club Harry” members 6/12 Tickets for “The Outside Tour” go on sale for the general public
20. BUDGET- ALI
Publicity 70,000
Publicity Travel 30,000
Radio 5,000
Marketing 60,000
Marketing Tools 20,000 Retail Coop 15,000
Lifestyle Marketing 5,000
Influencer Campaign 10,000
Design 10,000
Contingency 25,000
TOTAL: 250,000