MASK

Communications

Consumer Relations

Overview

• Who is Netflix• Goals/Objectives• Target Audience• Strategies/Tactics• Calendar of Events• Budget• Evaluation

Who Is Netflix?

• Established 1997

• Revolutionized the way people watch TV

• 25 millions subscribers globally

Goals• Build demand for

Netflix online streaming

• Beneficial relationships between Netflix and customers

Objectives

Number One Provider

Beneficial Relationship

Consumer Base

Target Audiences

Baby Boomers

Generation X

Generation Y

Strategies

Address Public Concern

TheViral Video Competition

NETFLIX Getaway

Like us. Follow us.

Jan Feb March April May June

2012COMPETITION

WINNER

VIDEO COMPETITION

CINEMA ADVERTISMENTS & PROMOTION

PRESS CONFERENCE

TUTORIAL ADVERTISEMENTS (TELEVISION / NEWSPAPER)

UPDATES THROUGH SOCIAL MEDIA

VIDEO COMPETITION

Calendar

Netflix Campaign Plan6 Month Project

Campaign Budget

Four Phase Campaign

Press EventsPress Kits - $2,000Press Conference - $5,000

Advertisements & PromotionsTutorial Advertisements - $250,000Cinema Advertisements - $2,000,000Super Bowl Commercial - $2,600,000

Competitions & PrizesVideo Competition - $75,000Prizes for Competition - $30,000

Evaluation - $125,000

Total Estimate : $5,087,000

Proposed Budget

Step 1 - Reach

Step 2 - Talk

Step 3 - Opinion

Evaluation

EVALUATIONEVALUATIONStep 1 - Reach

Step 2 - Talk

Step 3 – Opinion

Reach

Talk

Opinion

MASKCommunications

Thank YouMichelle, Aaron, Sandeep, Karen

References• www.netflix.com• http://mashable.com/2011/02/22/netflix-signs-2-year-

partnership-with-cbs/• http://www.huffingtonpost.com/2011/09/26/netflix-

dreamworks_n_980515.html• http://theunionews.com/wp-content/uploads/

2011/10/netflix.jpg• http://www.investorplace.com/2011/03/4-key-

partnerships-for-netflix-in-2011/• http://www.hitechreview.com/uploads/2009/07/

Netflix-streaming.jpg• http://www.cepro.com/images/uploads/

netflix_xbox.jpg