This document outlines Netflix's communications plan to build demand for its online streaming service. The plan has four phases: press events to introduce new partnerships and services, television and print advertisements to promote tutorials and competitions, social media updates, and a Super Bowl commercial. The proposed budget is over $5 million, which will be used for advertisements, competitions and prizes, press activities, and evaluating the campaign's reach, engagement, and impact on public opinion.

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

14. The
Viral Video
Competition

15. NETFLIX Getaway

18. Like us. Follow us.

19. 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

20. Campaign
Budget
Four Phase Campaign

21. 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

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

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

24. Talk

25. Opinion

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

27. 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