I Can Read! Marketing Plans

2021 Marketing and Publicity Highlights

KEY MARKETING MOMENTS

• April/May – Summer Reading • August/September – Back to School • November/December – Holiday Gift-Giving

DIGITAL & SOCIAL MEDIA PROMOTIONS

✔ Ongoing I Can Read! Comics promotions ✔ Refreshed reading tips and storytime series ✔ Yearlong Biscuit 25th anniversary campaign ✔ Video highlight reel ✔ Features on icanread.com include: • Teaching guides • Downloadable activities • New blog content

PROMOTIONS

✔ Promotional materials available for accounts and educators ✔ New I Can Read! Comics logo featured on new titles ✔ Cross promote with licensors as appropriate ✔ Pitch for partnership opportunities

PUBLICITY

✔ Pre-pub Trade advertising in key media Launch event ✔ Consumer-facing push at festivals and cons

ADVERTISING

✔ Social media advertising on I Can Read! Facebook page ✔ Influencer outreach to bookstagrammers on Instagram ✔ Major yearlong online consumer advertising targeting parents of children learning to read

SIGNAGE

✔ Spinner display rack and shelf talkers

SCHOOL & LIBRARY PROMOTIONS

✔ Featured in the HarperCollins Children’s booth at national teacher and librarian conferences ✔ Major educator outreach, including advertising, virtual panels and launch month features on HarperStacks

CHARACTER OF THE MONTH PROMOTION

• Social media support on I Can Read! Facebook page and HarperKids social channels • Custom designed Facebook cover photo • Featured in the I Can Read! monthly e-newsletter (Over 55,000 subscribers) • Sweepstakes giveaways on I Can Read!

Facebook page • Dedicated social media messaging • Lifestyle photographs

2021 Characters of the Month

JANUARY

Pete the Cat

JULY

Clark the Shark FEBRUARY

Amelia Bedelia

AUGUST

Biscuit MARCH

Cece Loves Science

SEPTEMBER APRIL

Ranger Rick

OCTOBER

Friendbots Danny and the Dinosaur

9

MAY

Ty's Travels

NOVEMBER

Mac and Cheese JUNE

Pinkalicious

DECEMBER

Splat the Cat