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.