1.
MASK
Communications

2.
Consumer Relations

3.
Overview
• Who is Netflix
• Goals/Objectives
• Target Audience
• Strategies/Tactics
• Calendar of Events
• Budget
• Evaluation

4.
Who Is Netflix?
• Established 1997
• Revolutionized the
way people watch
TV
• 25 millions
subscribers globally

5.
Goals
• Build demand for
Netflix online
streaming
• Beneficial
relationships
between Netflix
and customers

6.
Objectives
Number One Provider

7.
Beneficial Relationship

8.
Consumer Base

9.
Target Audiences
Generation X
Baby Boomers

10.
Generation

11.
Strategies

12.
Address Public Concern

13.
The
Viral Video
Competition

14.
NETFLIX Getaway

15.
Like us. Follow us.

16.
Calendar
Jan Feb March April May June
VIDEO COMPETITION
PRESS CONFERENCE
VIDEO COMPETITION
TUTORIAL ADVERTISEMENTS (TELEVISION / NEWSPAPER)
2012 COMPETITION
WINNER
CINEMA ADVERTISMENTS & PROMOTION
UPDATES THROUGH SOCIAL MEDIA
Netflix Campaign Plan
6 Month Project

17.
Campaign
Budget
Four Phase Campaign

18.
Proposed Budget
Press Events
Press Kits - $2,000
Press Conference - $5,000
Advertisements & Promotions
Tutorial Advertisements - $250,000
Cinema Advertisements - $2,000,000
Super Bowl Commercial - $2,600,000
Competitions & Prizes
Video Competition - $75,000
Prizes for Competition - $30,000
Evaluation - $125,000
Total Estimate : $5,087,000

19.
Evaluation
Step 1 - Reach
Step 2 - Talk
Step 3 - Opinion

20.
EVALUATION
Step 1 - Reach
Step 2 - Talk
Step 3 – Opinion
Reach

21.
Talk

22.
Opinion

23.
Thank You
Michelle, Aaron, Sandeep, Karen
MASK Communications

24.
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