This was a final project for IMC 618 - PR Concepts & Strategy. This Public Relations plan spanned 9 weeks and was the final execution for my chosen client, Netflix.
This was a final project for IMC 618 - PR Concepts & Strategy. This Public Relations plan spanned 9 weeks and was the final execution for my chosen client, Netflix.
Hero Hub Help - YouTube Content Strategy For BrandsBrendan Gahan
Full blog post here - http://brendangahan.com/youtube-channel-strategy-hero-hub-help/
A brief overview of the Hero, Hub, Help YouTube Content Strategy,
For my Capstone at Flagler College, I conducted primary and secondary research to establish a marketing and public relations campaign to deter consumers from pirating Netflix Original content.
Netflix: Digital Marketing Evaluation of the Over-the-top Media-Service ProviderSagarChaujar
Netflix: Digital Marketing Evaluation of one of the World's Biggest Media Service Provider with its Social Media Strategies & Consumer Insights/Sentiments on the campaigns they run on the Internet.
Hero Hub Help - YouTube Content Strategy For BrandsBrendan Gahan
Full blog post here - http://brendangahan.com/youtube-channel-strategy-hero-hub-help/
A brief overview of the Hero, Hub, Help YouTube Content Strategy,
For my Capstone at Flagler College, I conducted primary and secondary research to establish a marketing and public relations campaign to deter consumers from pirating Netflix Original content.
Netflix: Digital Marketing Evaluation of the Over-the-top Media-Service ProviderSagarChaujar
Netflix: Digital Marketing Evaluation of one of the World's Biggest Media Service Provider with its Social Media Strategies & Consumer Insights/Sentiments on the campaigns they run on the Internet.
Netflix is a subscription-based streaming service that allows members to watch TV shows and movies without commercials on an internet-connected device. You can also download TV shows and movies on iOS, Android, or Windows 10 device and watch without an internet connection.
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This infographic and report was for a Curtin University web media project.
Created by Hinewai Kitchen, Jack Walton, Shaquille Stirling, Shannon Wells, Ananya Alagh and Cheyenne Posawen
This case study was done as a part of my class assignment for Introduction of Analytics. It explains how Netflix uses Big Data and why is so successful.
Why I chose Netflix
Netflix: Stepping into Streaming
CLV used in Netflix
How Netflix uses Big Data and Analytics
Latest Relevant News!!
Conclusion
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1MARKETING STRATEGIES Marketing Plan Mileston.docxdrennanmicah
1
MARKETING STRATEGIES
Marketing Plan Milestone-1
Marketing Strategies
About Netflix
Since 1997, Netflix has been at the top for the digital content. The company provides internet or online on-demand entertainment service to the people through TV series, featured films and documentaries across a wide range of genres and languages (Bennett, & Lanning, 2007). Netflix is a video-rental and media-streaming company. It has more than 148 million subscribed members in more than 190 nations. It began by offering online movie rentals followed by DVD rental and sales site. Recently, in 2018, Netflix won 23 accolades for different series. At 2018 Primetime and Creative Arts Emmy Awards, it was the most nominated service (Wayne, 2018). Its services are accessible through online subscription through the internet. From Netflix’s Web site, the subscribers can choose television and movie titles. The subscribers can stream some of those television shows and movies directly through the internet at the comfort of their home. In 2018, the rental division has remained profitable as it's streaming service became the largest revenue generator with subscribers hitting above 130 million (Wayne, 2018). However, there is great for the Netflix company to expand its markets more at the same time maintaining the customers they already have to ensure continuity of the business. The report focuses on Netflix company, its situational analysis, market plan and strategies. Better or new marketing strategies will be proposed to solve the various challenges in marketing as evident in the company.
Situational Analysis
Netflix has to refocus on its marketing strategies for they appear to be limited to some sectors or areas. Its marketing strategies fall in between marketing in established markets and growing its markets globally to reach new markets (Wayne, 2018). Striking a balance between the two brings great conflict and inefficiency. Netflix marketing spends highly on establishing its markets globally than locally. It focused more on new established global markets than the older markets. The company lacks commercials in its programming thus it does not have an opportunity to promote it internally. Netflix has been focusing more on new markets internationally than its older markets, a case that has seen its profits not growing. There is a great difference in marketing strategies for Netflix in its more established markets as compared to its newer markets (Hoffman, & Bateson, 2010). In the established markets, Netflix begins its marketing by highlighting its original content while internationally they begin by explaining who they are and why consumers need them. It is good for the company to start promoting its originals so as to help its products reach the market more though it calls for much efficiency for finding new subscribers in these markets is a bit tough.
Netflix Marketing Planning and Strategies
Netflix faced competition from the market like an.
Zemoga: OTT Trends and future predictionsZemoga Inc
Consumers expect streaming content from robust OTT apps for mobile and connected TVs. But only the best brands evolve these apps into successful enterprises. Now yours will too!
OTT trends & future predictions key takeaways:
- OTT entertainment and media spending forecasts
- How UX will continue to drive OTT app engagement
- Pros and cons of direct-to-consumer TV apps vs. streaming service aggregators
- Launching/improving an OTT service in 2020: challenges and opportunities
- Growing your team: in-house vs. offshoring vs. nearshoring
Infiniteloop.tv is the only tool available to collaboratively develop ideas initiated on the net into concepts and final events. Start challenging your top movie star o start a challenge yourself
Infiniteloop.tv is the only tool available to collaboratively develop ideas initiated on the net into concepts and final events. Start challenging your top movie star o start a challenge yourself
Increasing Netflix's Revenue, Issue, Analysis, and RecommendationsEmilyAnneFletcher
In this final paper, my group and I use SWOT analysis to understand the problems that Netflix is facing in its business strategy and uncover how to combat these issues. We propose solutions based on our analysis to give Netflix a competitive advantage.
Increasing Netflix's Revenue, Issue, Analysis, and RecommendationEmilyAnneFletcher
In this final paper, my group and I use SWOT analysis to understand the problems that Netflix is facing in its business strategy and uncover how to combat these issues. We propose solutions based on our analysis to give Netflix a competitive advantage.
Page 1 of 5Strategy in Practice Assignment #2Chapter 4EV.docxalfred4lewis58146
Page 1 of 5
Strategy in Practice Assignment #2
Chapter 4
EVALUATING A COMPANY’S RESOURCES,
CAPABILITIES, AND COMPETITIVENESS
Please read these excerpts derived from the Netflix corporate Web site; then, fully respond to the questions that follow.
Netflix is the world’s leading Internet television network with over 53 million members in nearly 50 countries enjoying more than two billion hours of TV shows and movies per month, including original series, documentaries and feature films. Members can watch as much as they want, anytime, anywhere, on nearly any Internet-connected screen. Members can play, pause, and resume watching, all without commercials or commitments.
Netflix’s Long Term View:
Internet TV is replacing linear TV, Apps are replacing channels, and screens are proliferating.
As Internet TV grows from millions to billions, Netflix is leading the way around the world.
Linear TV is popular, but ripe for replacement.
People love TV content and still watch over a billion hours a day of linear TV.
But people don’t love the linear TV experience, where channels present programs at particular times on non-portable screens with complicated remote controls. Consumers have to navigate through a grid, or use DVRs which add an on-demand layer at the cost of storage and complexity. Finding good things to watch isn't easy or enjoyable. While hugely popular, the linear TV channel model is ripe for replacement.
The evolution to Internet TV apps has begun.
The world’s leading linear TV networks, such as HBO and ESPN, are moving into Internet TV. The ESPN app runs on many Internet platforms and is specifically designed to showcase sports, both real-time and catch up. HBO’s app makes its films and series more accessible than on HBO’s linear channel. The other major linear networks are not far behind.
Internet TV is better than linear TV in ways consumers care about. While Internet TV is only a small percentage of video viewing today, it will grow to replace linear TV because:
1. The Internet is getting faster, more reliable and more available;
2. Smart TV sales are increasing and eventually every TV will have Wi-Fi and apps;
3. Smart TV adapters are getting better and cheaper;
4. Tablet and smartphone viewing is increasing;
5. Internet TV apps get frequent improvement updates;
6. Streaming is the leading source for Ultra HD 4k video;
7. TV Everywhere provides an economic transition for existing networks; and
8. New entrants like Netflix are innovating rapidly and driving improvements.
Eventually, as linear TV is viewed less, the spectrum it now uses on cable, fiber, and over-the-air will be reallocated to expand Internet data transmission. Satellite TV subscribers will be fewer and more rural. The value of high-speed Internet will increase.
This transformation is occurring at different speeds in different nations. In the UK, for example, the BBC is already programming for its iPlayer app as well as its linear channels, .
4 things that brands are doing to win in the new video landscapeLucas Modesto
Back in the 1950s, when TV was first gaining popularity as an entertainment medium, advertisers had it fairly easy. With only three networks and one viewing screen, the audience was highly concentrated. To this day, I Love Lucy still holds the record for the highest Nielsen average for a TV season—67.3. Families around America tuned in weekly for a season that started with Lucy battling a conveyor belt at a chocolate factory and eventually welcomed Ricky Jr. to the world.1
Because of this concentrated TV viewing audience, advertisers knew when, where and what the whole country was watching without the need for sophisticated technology, data collection, or analysis.
Today’s television viewing landscape is very different. While TV screens still account for 91% of our viewing time,2 we’re now able to watch great video content wherever, whenever and however we want. According to Nielsen, traditional TV watching has declined 44% for viewers 18-24 years old and 32% for viewers 25-34 years old over the past five years.3 Meanwhile, streaming video is on the rise. In 2017, 59% of American households had a streaming video subscription, compared to just 38% in 2014.4
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Public Relations Campaign for Netflix: PR Assignment
1. PUBLIC RELATIONS CAMPAIGN OUTLINE
Name: Jessica Gold
Organization: Netflix
Overview: (Using information from your research and including in-text citations to support
your claims, provide a current summary of the organization, an overview of the campaign,
why the campaign is necessary, what it will aim to achieve, and a summary of how it will
achieve it).
Imagine a world with no commercials, having entire seasons available at one time to
binge watch, and not having any network content restrictions. Visualize a streaming platform
offering convenience to pause, fast forward, rewind, or skip to the next episode with the
click of a button.
What if I told you there is a streaming video subscription service that offers a large library of
the most entertaining movies and TV shows, including exclusive original content with an
innovative platform filled with personalization and automation features offering a high-
quality user experience conveniently accessible on hundreds of devices. Twenty-one years
ago, this platform would not even be imaginable.
Netflix, Inc changed the way the world views movies and television, considered a
pioneer in TV and movie streaming services paving the way for a major change in video
entertainment distribution. At the top of the video streaming Industry, Netflix has over 139
million subscribers globally, as the “world’s leading internet entertainment service.
Members can watch as much as they want, anytime, anywhere, on any internet-connected
screen. Members can play, pause and resume watching, all without commercials or
commitments” ("About Netflix"). Netflix plays a large role in current streaming trends
revolutionizing the way people watch TV. In 2017, “About 6 in 10 young adults in U.S.
primarily use online streaming to watch TV” (Rainie, 2017). In UK markets, younger viewers
are watching a third less traditional television and now turn to online streaming services for
their entertainment (Bond, 2017). The Advertising Bureau (IAB) released “The Changing TV
Experience: 2017,” a comprehensive study revealing that most U.S. adults (56%) own a
Streaming Enabled TV, a 56 percent rise from just two years ago, a fundamental shift in the
way that Americans watch television.” (IAB, 2017).
Growing consumer trends in ‘cord cutting’ cause a shift in the way consumers watch
TV and the number of streaming video providers, impacting the number of competitors
Netflix has to go up against. Continued threats of current and new competitors make a PR
campaign essential to staying at the top of the industry, increasing subscribers globally, and
maintaining and expanding brand awareness. This public relations campaign will help drive
global subscriber growth helping Netflix maintain industry positioning as the number one
subscription video-on demand service.
2. The campaign will focus on developing creative entertaining content (owned media)
instead of advertisements. Social media engagement is another focus point for the
campaign, creating easily shareable content with an emphasis on video content based on
marketing trends and past successes. For example, the campaign ‘Netflix is a joke’ effectively
engages viewers and is bold and humorous staying consistent with Netflix’s brand image.
Face to face interactions will occur in creative ways to promote original content that will
create media attention (earned media) humanizing the Netflix brand, by doing relatable
activities that are humorous to see, with promotional banners and content aligning with the
specific ‘Netflix Originals’ being promoted. The campaign will also focus on how much new
content is being put out to help offset consumer frustrations of subscription price increasing.
Goals: (Specific measureable goals and objectives of the campaign.)
▪ Grow streaming subscription business domestically and globally to reach over 150
million in 6 months by focusing on culturally diverse original content variety,
transparency to build consumer loyalty and trust, and customer engagement through
social media.
▪ Maintain image of being a great value despite subscription price increases promoting
a larger content library of originals being offered by maintaining over 90% of current
subscribers from May of 2019 to January 2020.
▪ Improve customer experience by focusing on user experience further developing user
interface features that enhance personalization and convenience.
▪ Create content, not ads.
▪ Maintain top industry position as far as being the world’s leading Internet
subscription service for TV shows and movies using number of subscribers to
measure positioning.
▪ Generate brand awareness through social media engagement by increasing the
number of weekly Twitter post by 20%, scheduling daily video content and engaging
posts with high quality images to promote ‘Netflix Originals’. Using social media tools
like Buffer and Hootsuite to schedule posts and monitor Twitter analytics to measure
progress
Increasing brand engagement and sales is often done through social media (McCue, 2018).
According to Forbes, “Almost 40 percent of users are following their favorite brands on
social media and 1 in 4 users are following brands on social media from which they might
make a purchase” (McCue, 2018).
3. ▪ Build Netflix’s positive brand image by increasing the number of partnerships with
non-profit organizations globally throughout the next year by 30%.
Target Audiences: (Clearly defined external audiences the campaign will target)
• Audiences:
o TV and movie enthusiasts
o TV and movie enthusiasts who love binge watching TV and movies
o Consumers who like the comfort of watching TV and movies from their own
home.
o Consumers who find frequent commercials frustrating
o Consumers who value SVOD services with original streaming content
o Consumers who have at least a basic understanding of streaming and
technology
o College students and young adults on a budget
o Consumers who value convenience, comfort, personalization, and variety
o Families that like to watch movies together
o Want tv and movie services that are flexible and less expensive than cable
Detailed explanation on why each audience is being targeted:
These TV and movie streaming video lovers are being targeted because Netflix offers
exactly what they love. Netflix is a more cost-effective method compared to cable with
greater financial flexibility so young adults and college student certainly fit the desire to fit
within their budget and have viewing flexibility with being able to watch when and where
they want. Consumers who strongly dislike frequent commercials or find them time
consuming and frustrating create a stronger demand for Netflix and are more likely to want
to join or maintain their subscription in order to avoid commercials. In order to stream
Netflix, it helps to have a basic understanding of how to stream or use current technology.
Growing trends of users using smartphones to view Netflix is a strong indicator that having
basic technology awareness is essential to using Netflix. Strengths of Netflix include its
interface personalization features, convenience to watch from home when you want and
where you want, flexibility to pause, play, rewind and watch on over a hundred devices, and
its diverse content library offering plenty of variety.
Users talk about "watching Netflix" as opposed to watching a specific show on
Netflix. They often first decide to binge a Netflix show and then pick the series. “In other
words, the platform is driving the content” (Jerde, 2018). Netflix offering great user
experience, interface/content personalization, and binge watching are features that help
4. Netflix stand out and are features that attract people who value binge watching and
personalized, convenient, and flexible platforms for viewing TV shows and movies.
Messaging: (The key messages the entity will deliver. These will be the campaign’s talking
points that will be communicated to its audiences. This persuasive message should drive
media and consumers to action.)
Despite a recent price increase, Netflix’s high quality, growing content library filled with
exciting originals featuring some of the biggest names in TV and film contribute to Netflix’s
amazing value and global appeal.
Enjoy a convenient personalized entertainment experience being able to. Watch all your
favorite shows and movies when and where you like with access to content
recommendations, viewing categorized lists, profiles, and automatic video trailers/snippets.
Number one video streaming entertainment provider fulfilling all your tv and movie binge
watching needs and desires.
Check out our growing binge-worthy content library today.
***create idea/refine using this concept: We may have different content across the globe but we all binge
watch Netflix. Watching or binge-watching Netflix has become a universal concept. With Netflix we don’t refer
to watching a particular show or movie as much as we refer to the brand (Netflix).
We may not have a lot in common but I’m sure we’ve all used the term watching Netflix.
Netflix be a part of a revolutionizing global experience.
Netflix, a universal experience that is bigger than anyone could have imagined.
Join Netflix in giving back by working with us and our partnered nonprofit organizations.
Explanation on how this message will connect with the target audience and achieve the
goals of the campaign:
These messages will help earn trust, through two-way communication and complete
transparency. This will help with Netflix’s positive public image, brand awareness, subscriber
growth, and customer experience. These messages are bold and exciting consistent with
Netflix’s brand. By aligning our messages with our brand style, we create greater credibility
and brand loyalty. The messages emphasize innovation, global connection, and being a part
of something larger than anyone could have imagined. The messages stress how widespread
and universally known the Netflix brand has become.
5. Public-Relations Tools & Tactics: (The PR tools and tactics to use to communicate the
message to your target audience through various communication channels. These should
consider the tools and tactics in owned, earned and shared media with explanations on how
they will be used and why they will be effective to reach and influence specific target
audiences. Paid media should NOT be incorporated. For earned media, include an
explanation of specific news outlets to target and the tools to communicate with them.
Owned media tools
o Netflix.com website
o Netflix blog
o Netflix application
o Emails sent by Netflix for suggested content to try based in viewing history
o Emails (newsletters) sent by Netflix on what’s new this month or what is
coming to Netflix
o Trailers for their original content created by Netflix
o Social Media accounts used for sharing creative content that Netflix creates
including trailers, and video and images used to promote ‘Netflix Originals’
o Twitter, Facebook, YouTube pages
Explanation of how these tools & tactics will be used and how they will be effective to
reach and influence specific target audiences:
Netflix uses its website and application, examples of owned media to have control over the
message and content being put out. The company uses its blog, emails, and trailers created
by their company to share information, promote their original content, and personalize
communication. Using owned media tools controlling the message through their owned
channels is done using digital publications, including their website, blog, and application to
engage and inform their core audience. When owned media channels have the potential of
building long term customer relationships. Full control and cost effectiveness are the two
major advantages to owned media which will be helpful with customer experience being
able to personalize communication and content to engage specific audiences.
Earned media tools
o Press releases
o News Stories (Forbes, Entrepreneur, Inc., Tech Crunch, Reuters
o Social Media Mentions, shares, retweets (Twitter mentions)
o Product (Netflix Originals) and Service Reviews Review the latest Netflix
originals
o External Blog Posts (Netflix Technology Blog – Medium)
6. o Interviews (Reed Hastings Interview) interviews from cast of new Netflix
Originals or originals coming soon
o YouTube Videos from 3rd
party channels (FilmStop Trailers)
Explanation of how these tools & tactics will be used and how they will be effective to
reach and influence specific target audiences:
Earned media tools help Netflix with increasing brand awareness through media coverage and
building credibility. Credibility is an important advantage of earned media and essential to build and
maintain customer loyalty. Earned media helps Netflix reach a larger audience with earned media
channels having a larger reach than owned media channels typically do. News stories, social media
mentions, shares and retweets, product or service reviews, YouTube videos created by third party
channels, interviews, and external blog posts all contribute to earned media channels for Netflix.
YouTube videos reviewing Netflix, and Netflix’s content, and videos and articles discussing what is
coming to Netflix are specific examples. Several articles from third parties are published on Netflix’s
success, original content, marketing strategies, and subscriber growth. News mentions occur
frequently through articles, radio, and television. Earned media has the potential to bring in more
traffic leading to user engagement. Digital publications like Tech Crunch, Entrepreneur, Forbes, and
Reuters are all credible sources for earned media for Netflix that reach large audiences and a
tendency to be shared a lot on social media.
Interviews with cast members of shows and movies premiering soon will draw viewers in to signing
up for a subscription and keeping current subscribers interested.
Interviews with CEO, Reed Hastings will help build brand awareness and credibility.
Shared media tools
o Social media
o Twitter
o Facebook
o Instagram
o YouTube
o LinkedIn
o Clever tweets and retweets on Twitter to increase engagement
o Upcoming video trailers/previews shared on YouTube and Facebook pages
Explanation of how these tools & tactics will be used and how they will be effective to
reach and influence specific target audiences:
Social media and user generated content, shared media will be used to easily, quickly, and
effectively communicate to Netflix’s target audience using shared media tools such as
Twitter, Facebook, and YouTube. These tools will be used to actively engage with audiences,
build relationships, create a stronger consistent brand image, increase brand awareness, and
7. expand consumer reach with social media conveniently creating a large global reach to help
Netflix continue to expand and increase subscribers world-wide.
Social media will be more laid back, geared towards tech savvy social media millennials,
young adults, social media enthusiasts and new stories and interviews will be more
professional targeting adults, educated professionals
Spokesperson/Spokespeople: (Who will represent the entity in communicating the message
to media and other audiences)
CEO, Reed Hastings
Ryan Reynolds
Ellen DeGeneres
Chris Rock
Explanation of how the spokesperson/spokespeople will effectively communicate the
message to the target audience:
The CEO is vital to have as a spokesperson to communicate his innovative vision within his
messages, and to incorporate the company’s values.
▪ Judgement
▪ Productivity
▪ Creativity
▪ Intelligence
▪ Honesty
▪ Communication
▪ Selflessness
▪ Reliability
▪ Passion
Through comedy, and bold sarcastic themed communication, these celebrity spokespeople
will effectively communicate and entertain the public and stay consistent with Netflix’s
brand as far as image, voice, and tone. These celebrities are also relatable with their humor
which will help humanize the brand and make the Netflix brand more relatable.
8. References
About Netflix. (n.d.). Retrieved August 30, 2018, from
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