Campaign Plan for Netflix

Group Coordinator:
Sarah Galzerano

Group Team Members:

Sarah Galzerano
Andrea Aponte
Brian Bechtel
Elizabeth Lawlor
Jyoti DiClemente

Spring 2018 COMM 2405-091 Introduction to Advertising

Stockton University
1
 Table of Contents

The Consumer Audience ……………………………………………………………………..………………………...4

Situation Analysis
Consumer Analysis
The Advertising Media …………………………………………………………...……………………………………19

Overall Media Strategy

Media Vehicle Selection
The Message Strategies …………………………………………………………………………………………........26

Overview of Message Strategies

Overview of Message Approaches
The IMC Tools …………………………………………………………………………………………….…………………37

Promotions
Public Relations
Direct Marketing
Appendices ………………………………………..………………………………………………………………………….48

Advertising Copy
Print Ads
Online Banners
Script & Storyboard
Group Project Proposal
Presentation Outline

2
 Part One
The Consumer Audience

By: Sarah Galzerano

Part Two
The Advertising Media

3
 Part One: The Consumer Audience

Situation Analysis

Brand Introduction

We chose Netflix as our national brand, because we are all customers (some loyal customers)
and were quick to recognize its competitive advantage over other streaming services. Like any
brand, it took time for Netflix to become the massive streaming service that it is today.
Established in 1997 by Reed Hastings and Marc Rudolph, the company initially offered DVD
rentals, which competed with the since-closed Blockbuster.1 Its first monthly subscription
opportunity was offered in 1999.2 In 2007, watch now/streaming was introduced, but at first,
wasn’t very popular.3 At the time, customers had to pay for each hour streamed, so what you
could watch was limited depending on what you were willing to pay. Studies show that the
average Netflix customer streams about 58 hours per month, and, while in 2007, customers were
offered around 1,000 titles to watch, now, they are offered well over 6,000.4 Streaming far
surpassed DVD rentals by 2010, and with hopes that rentals would eventually become obsolete,
Netflix launched their first original series in 2012.5 This eight-part series was called Lilyhammer;
contrary to popular belief, the 2013 launch of House of Cards was not the first Netflix original.
Other successful original titles include Orange is the New Black, Narcos, Stranger Things,
Master of None, and many more.

It’s fairly well-known that Netflix doesn’t rely heavily on advertising, or the subsequent
expenses, nearly as much as other brands do. So, creating advertisements for this brand presents
our group with an interesting challenge. As of 2017, the brand claimed to be the world’s favorite
online entertainment service with over 109 million subscribers.6 According to AdWeek,
consumers prefer Netflix over other streaming services because of the diversity of the content
and the lack of pesky commercial breaks.7 AdWeek also shares that around 20 percent of Netflix
customers believe the service will eventually replace all traditional entertainment platforms.8
Netflix spends much of its marketing efforts allowing customers to become immersed in the

1
CNN Staff. (2014). A Brief History of Netflix. CNN Entertainment. Retrieved from
http://www.cnn.com/2014/07/21/showbiz/gallery/netflix-history/index.html
2
Ibid.
3
Youn, S. (2017). Why People Hated Netflix When Streaming Launched. Thrillist.
Retrieved from https://www.thrillist.com/entertainment/nation/netflix-history-streaming-
in-2007
4
Ibid.
5
CNN Staff. (2014). A Brief History of Netflix.
6
Netflix Team. (2017). About Netflix. Netflix Media Center. Retrieved from
https://media.netflix.com/en/about-netflix
7
Lynch, J. (2015). Here’s Why Consumers Love Netflix More Than Amazon and Hulu. AdWeek.
Retrieved from http://www.adweek.com/tv-video/here-s-why-consumers-love-netflix- more-
amazon-and-hulu-165547/
8
Ibid.
4
universe of its shows.9 Because of this personal connection/relationship, a lot of the brand’s
advertising results through word of mouth and fan-generated content. Our mission is to promote
a brand that has seen this increase in popularity over the past decade and an incredible increase
in vitality and uniqueness over just the past few years. Our main strategy will be to promote
Netflix’s competitive advantage(s) in comparison to other popular streaming services. We will
do this by highlighting the various perks that the brand has become well-known for, specifically
amongst young adult audiences such as Millennials and now part of Generation Z.

Ad Critique

Ad Campaign 1

The “Netflix is a Joke” campaign was

launched in 2017. Most of the
billboards and digital signs displayed
just those few words in a minimalistic
style; others included the faces of
famous comedians, providing a greater
hint to what message was trying to be
sent. Ultimately, they were meant to
promote new stand-up comedy specials
that were being added to Netflix’s streaming content. The public was unaware of what these
advertisements meant until the night of the Primetime Emmy Awards, when a new Netflix
commercial was released. The commercial included the “Netflix is a Joke” slogan and featured
comedians such as Jerry Seinfeld, Ellen DeGeneres, Chris Rock, and Dave Chappelle10. The
campaign generated a lot of buzz on social media, because the concept of it was so mysterious
and left people wanting to know more. However, it also created a lot of confusion. Many people
tweeted about the billboards, and some even though they may be an attack ad launched by
competitors.11 Netflix officials should have mentioned that the billboards were their own, but
they hesitated to own up to it publicly or online.12 The campaign was excellent at creating
interest and keeping the public guessing. However, it might have been a stronger campaign if the
billboards would have included just a subtle hint of brand sponsorship – then other companies
wouldn’t have been dragged into the debate. In addition to this, some bloggers found the ad
content to be unoriginal.

9
Williams, D. (2017). 4 Content Marketing Lessons to Learn from Netflix. Entrepreneur.
Retrieved from https://www.entrepreneur.com/article/294050
10
Holloway, D. (2017). ‘Netflix is a Joke’ Ad Unveiled During Emmys. Variety. Retrieved from
http://variety.com/2017/tv/news/netflix-is-a-joke-ad-meaning-emmys-1202561766/
11
Connellan, S. (2017). Giant Billboards Claim 'Netflix is a joke,' and Netflix Probably Posted
Them. Mashable. Retrieved from http://mashable.com/2017/09/06/netflix-is-a-
joke/#J_iYddDBtmqn
12
Holloway, D. (2017). ‘Netflix is a Joke’ Billboards Appear in New York, Los Angeles.
Variety. Retrieved from http://variety.com/2017/tv/news/netflix-is-a-joke-billboards-
1202548199/
5
 Ad Campaign 2

Before the 2016 release of Gilmore Girls: A

Year in the Life, Netflix ran a campaign
where the ads were most prominent on social
media. They also created a website for the
town in which the show takes place, Stars
Hollow. Just the announcement and series
trailer alone resulted in a ton of buzz. A
particularly interesting form of advertising
used during this campaign were pop-up
shops of the beloved Luke’s Diner. The
popups were located in local coffee shops in over 200 towns across the U.S. and Canada,
and they lasted for around half of a day.13 Netflix announced that these pop-ups would be
occurring just a couple of days before they actually did, leaving fans scrambling to get to the
nearest pop-up location. At each shop, the first 200 customers were provided with free coffee,
and some lucky customers won a free three-month subscription to Netflix.14 There were many
strengths to this advertising technique, which was a perfect example of how Netflix immerses its
consumers into the worlds of shows. Of course, these local business partners benefited greatly,
not only monetarily, but from being “tagged” on social media. Because it wasn’t announced too
far in advance and lasted such a brief time, it created a very positive shock value. Even those
who weren’t necessarily fans of the show or even Netflix customers had the chance to win prizes
and were definitely introduced to the brand. The only downfall of the pop-ups, and minor at that,
was that some local coffee-drinkers may have been turned off by the crowd.

Ad Campaign 3

When Netflix first launched its services in France in 2014,

it started an outdoor GIF campaign with responsive digital
signage from various shows, including The Blacklist,
Orange is the New Black, and Bojack Horsman. Out of the
100 different GIFs displayed, some responded in realtime –
even to the weather.15 The GIFs were also relevant to
current events. A dedicated team from Ogilvy & Mather
Advertising Company was dedicated to updating the GIFs
constantly in order to stay as relatable as possible. This ad

13
Main, S. (2016). Netflix brings Gilmore Girls to Life with Luke’s Diner Pop-Ups. Adweek.
Retrieved from http://www.adweek.com/tv-video/netflix-brings-gilmore-girls-life-lukes-
diner-pop-ups-173875/
14
Main, S. (2016). Didn’t Catch NYC’s Gilmore Girls Coffee Shop Pop-up? Here’s What
You Missed. Adweek. Retrieved from http://www.adweek.com/tv-video/didnt-catch-nycs-
gilmore-girls-coffee-shop-popup-heres-what-you-missed-173910/
15
Nudd, T. (2014). Netflix’s Fun Outdoor Ads Use 100 Awesome GIFs From Shows and
Movies. Adweek. Retrieved from http://www.adweek.com/creativity/netflixs-fun-outdoor-ads-
use-100-awesome-gifs-shows-and-movies-161106/
6
campaign is the most traditional form of advertising conducted by Netflix that is discussed in this
paper, and it is obvious that the brand has made strides in their marketing techniques (to the point
where they have to put little effort into doing so). For the most part, there were no complaints about
the ads, and they received a decent amount of attention. GIFs are a relevant and fun part of our
technology usage, and most people enjoy them. For those who find them to be overused, they may
not have enjoyed this campaign. However, as Adweek author Tim Nudd points out – it is difficult
not to notice them!16

SWOT Analysis

Strengths

1. Netflix is the world’s leading entertainment service with over 117 million members across
the globe.17
2. It offers a low cost in comparison to cable television (minimum of $10.99 per month vs.
standard minimum of $50 per month).
3. Original content is offered in addition to outside content.
4. It offers diverse content in large quantity.
5. Streaming is offered with no commercials, providing immediacy for the customer.
6. It offers high quality streaming.
7. It is available to download and stream on multiple platforms.
8. It is user-friendly.
9. It has a strong brand recognition.
10. Due to popularity, it receives sizable word of mouth promotion.
11. It includes safety precautions for children.
12. It has a better overall library.18

Weaknesses

1. Netflix relies on Wi-Fi or data connection; content cannot be streamed offline.

2. It doesn’t offer the most up-to-date content in comparison to both cable television and
competing online streaming services.
3. There is a large quantity of unpopular content that takes up space.
4. Its popular original content takes lengthy periods of time to be released – sometimes over a
year.
5. Services are limited in several countries.
6. Its offered content changes per country, which decreases its diversity.
7. It charges an extra fee for DVD rentals, deterring its original customers.
8. Some age ranges are difficult to reach and influence.

16
Nudd, T. (2014). Netflix’s Fun Outdoor Ads Use 100 Awesome GIFs from Shows and Movies.
17
Netflix Team. (2017). About Netflix. Netflix Media Center.
18
Hesse, Brendan. Battle of the streaming giants: Netflix vs. Hulu vs. Amazon Prime Instant Video.
Digital Trends, 8 Dec. 2017, www.digitaltrends.com/home-theater/netflix-vs-hulu-plus-vs-amazon
-instant-video/
7
Opportunities

1. Netflix could offer more content internationally.

2. Content offered could be even more current.
3. It could listen more to customer and consumer demands.
4. It could target older generations.
5. It could bring DVD rentals back to members without the additional fee.
6. A shuffle option could be incorporated based on a member’s most watched shows.

Threats

1. Netflix has to keep up with the similarly low cost of competing streaming services.
2. Arguably more important, it has to keep up with the more updated and diverse content of
competing streaming services.
3. Less so, it has to face illegal content downloading.
4. It could even face something as serious as government censorship, such as net neutrality,
which would limit consumers greatly.
5. Licensing rights to some of the most demanded shows and films is very expensive.
6. Other competitors, specifically Hulu, has a better selection of foreign film classics.19

Consumer Analysis

Campaign Goals and Objectives

The primary goal of this campaign is to promote Netflix’s features that contribute to its
competitive advantage, such as its low price and the diversity of its content. We plan to
strengthen the brand’s identity, position, and image, influencing the consumers’ cognition,
association, and behavior. More importantly, we plan to stimulate the consumers’ desire for
entertainment, influence their preference of our brand over similar services, and increase their
purchase intent. We want to continue to build the personal relationship we have with our
customers, expressing our intention to help them wind-down at the end of a long day. Thus, the
behavioral objective of the campaign is to increase purchase intent amongst the target audiences
from 10 to 20 percent within 6 months. The attitudinal objective is to increase brand recognition
as well as brand preference from 10 to 20 percent within 6 months.

Target Audience

Our target audience consists of individuals between the ages of 16 and 35; this age range
includes all of the millennial generation as well as part of Generation Z. These individuals may
be of any cultural background and any social class. Although, because of our service’s
competitively low cost and the youth of our audience, we will target the lower, working, and
middle classes more than we will target the upper class. College students are the primary

19
Curtis, Jacqueline. Netflix vs. Hulu Plus vs. Amazon Prime Comparison. Money Crashers,
www.moneycrashers.com/netflix-hulu-amazon-comparison/
8
subculture of our audience. These individuals are workaholics, who lead a stressful life, but want
to unwind by binge-watching their favorite shows. Some of these individuals may be fulfilling
this want with other services, which is why we also want to target the non-users, ex-users, and
switchers within this audience.

Positioning Statement

“Netflix: the leading online entertainment service, streaming more all of your favorites with
fewer no commercials.”

Rationale for Positioning Statement

This statement is straightforward and promotes two of the brand’s most competitive features; we
highlight these features to create brand recognition and to improve consumer perceptions. The
frame of reference is clear, concise, and descriptive; Netflix provides the service of online
entertainment streaming. While we could further describe it as one of the few services that offers
both shows and films, it is not necessary. The target audience is implied with the points of
difference that are highlighted. “All of your favorites” and “no commercials” undoubtedly fulfill
consumer desires for immediacy, but also for product personalization and convenience. Our
target audience includes those who know exactly what they are looking for and want it on their
own time. We believe that they will be attracted to these benefits.

Cultural/Social Influences

Culture

Netflix currently has customers in over 190 countries. What some people don’t know is that the
content differs per country. This largely has to do with licensing issues, as some content from the
U.S. might not be affordable to stream in a country such as Cambodia. However, Netflix also has
to properly reach this massive range of cultures. A huge opportunity for us would be to become
even more intercultural, allowing some of this content to cross over into different countries. In
the U.S., Netflix uses cultural influences by purchasing popular Hollywood content. They also
know what subject areas/genres their audiences enjoy, such as history, health, conspiracy
theories, serial killers, etc. It is important to mention that the culture of a country evolves over
time, and so certain time periods are cultures. With the diversity of its content and the addition
of favorites from the past (whether it be a “throwback” or a classic), Netflix has allowed many
consumers to view the cultures of different time periods.20

Norms & Values

The primary consumer values that Netflix aims to influence are honesty, loyalty, and
individualism. Netflix always warns its customers about changes that occur in the service,

20
Manjoo, F. (2017). How Netflix is Deepening Our Cultural Echo Chambers. The New York Times.
Retrieved from https://www.nytimes.com/2017/01/11/technology/how-netflix-is-deepening-our
-cultural-echo-chambers.html
9
including the content changes that occur several times a year as well as cost increases. Customer
loyalty is influenced by communicating that the reason for such changes is always to cater to the
customers’ demands. Loyalty is strengthened through direct communication, which is explained
further under core values. Netflix has created a highly customizable service that tracks
customers’ watching habits and suggests exactly what that customer might want to watch next –
this influences the prominent American value of individualism. Netflix has actually helped to
create the societal norm of “binge-watching,” not just influence it. It is difficult to catch up with
friends now without asking what their latest “binge” was, and it has even become a crazy fad to
“binge-race” -- compete to see who can watch the series faster.21 The norm of binge-watching is
driven by many psychological influences, such as instant gratification.

Consumer Core Values

There are two obvious consumer core values that Netflix utilizes to influence their customers:
excitement and fun and enjoyment. Other core values used are self-fulfillment and a sense of
accomplishment. The value of self-fulfillment is met largely through being able to afford the
service. The same thing goes for a sense of accomplishment; however, Netflix customers feel
this sense of accomplishment for other reasons. A lot of Netflix customers, specifically loyal
customers, use the service after they have already accomplished a lot. In other words, being able
to use Netflix is like a reward. The most important core value that the brand wholeheartedly
strives for is a sense of belonging. This influence is enhanced through communication,
specifically customer service. In 2013, a customer contacted customer service online, and the
representative talked to him as a Star Trek character; the customer went along with it, and the
entire exchange was enjoyable and helpful.22

Subcultures

College Students: Many college students find themselves drowning in a mountain of work,
classwork, and extracurricular responsibilities. While some prefer to relax by socializing, others
desire individual downtime. Netflix caters to the busy student’s needs to relax and temporarily
escape reality. We also know that they aren’t going to feel this need quite often, and so they are
our largest subculture.

Teenagers: Teenagers are just one stage in life behind these college students. Some of them are
just as busy and overwhelmed, but those who aren’t are likely searching for fun and enjoyment
on a daily basis. They are trend setters, and so it is important for us to cater to their demands as
well. Even more importantly, they have an enormous potential to become loyal customers
throughout the next decade or so of their lives.

Workaholics/Overachievers: The two subcultures above can fit into the subculture of
workaholics and overachievers, but this subculture alone has a much wider age range. This

21
Morris, C. (2017). These Are the Shows Netflix Users Couldn't Wait to Watch. Fortune. Retrieved from
http://fortune.com/2017/10/17/netflix-binge-racing/
22
Stenovec, T. (2013). The Secret Magic Behind Netflix Customer Service. Huffington Post. Retrieved from
https://www.huffingtonpost.com/2013/10/31/netflix-customer-service_n_4178662.html
10
subculture reaches the older end of the scale for our target audience members. The workaholics
are the individuals who have already graduated and are thriving in their careers but have not yet
matured to the point of starting a family. They still desire and prioritize relaxation and
entertainment.

Social Class

As stated above, Netflix targets individuals of all social classes – lower, working, middle, and
upper. The audience members of our campaign fit on all ends of this scale. The service is
strategically priced to influence all income groups to different extents. For the lower social class,
Netflix can actually provide much more affordable entertainment than standard cable providers.
For the upper social class, Netflix is an additional luxury.

Reference Groups

Reference groups are a powerful social influence for several reasons – often the consumer looks
up to and trusts the advice of those in the reference group, but the consumer could also desire to
belong or to be like these people.

Some possible reference groups for Netflix consumers are coworkers, classmates, and even
social media friends. Coworkers and classmates are both the primary grouping of peers for our
campaign’s younger and older audience members. Peers are often the most influential reference.
Social media friends are a modern group of peers, and they play a huge role for the younger,
more introverted consumers. For these young audience members, however, family holds the
most influence.

Family

Family is one of the most prominent reference groups for consumers of all ages. Family is
unchanging, for the most part, and they can help form the most concrete brand relationships.
Whether or not a child grows up with a specific product or brand will influence that relationship
later through life. Family also forms consumers’ values before (and more than) culture does. For
the younger consumers, parents are essential in terms of purchase intent. This is because many
teenagers are not able to purchase a service such as Netflix on their own. They need to be able to
persuade their parents or older siblings to do so, meaning our campaign either needs to influence
them so greatly that they don’t take “no” for an answer, or it also has to subtly reach an older
generation of consumers. Netflix, in its essence, was meant to be a family service. The norm of
binge-watching has converted it into a more personal service.

Demographics

While the target audience of our campaign consists of men and women between the ages of 16
and 35, a 2017 Quora study shows that Netflix customers are typically between the ages of 18
and 35, but many teens and Generation X consumers are customers as well.23 These consumers

23
Bodnick, M. (2017). What are the basic demographics of Netflix subscribers in the United States? Quora.
11
fall into all social class/income levels, except for the very low class. They are also of varying
races and ethnicities, as Netflix greatly supports diversity; there are no standards to what a show
and its actors should “look” like.24 Netflix customers come from all education backgrounds –
scholars enjoy learning through shows and documentaries just as much as individuals who
nothing but watch Netflix – and have varying occupations.

Psychological Influences

State of Mind

State of mind is a psychological concept that involves how a consumer may feel about a brand
due to prior experience/knowledge as well as simple mental states that may have nothing to do
with the brand at all (i.e. hunger, anger, sadness, etc.). Some of these mental states, such as anger
or sadness, may influence some people not to use Netflix. However, for other people, the same
exact mental states may influence them to adopt and use this outlet for relaxation and
entertainment. A consumer can use Netflix when they are tired, upset, mad, hungry, stressed, etc.

Needs and Wants

Needs are innate things needed for survival, while wants are things that individuals desire to
make them feel better. Because of our booming societies and technological advances,
specifically within developed countries, needs and wants have become more intertwined. An
acquired need – something not necessary for biological survival, but for the maintenance of
mental and social well-being – is a result of culture. On Maslow’s Hierarchy of Needs, these
acquired needs are categorized as belonginess, ego needs, and self-actualization.

Netflix is just one of hundreds of entertainment services in a country full of luxuries. Netflix
customers don’t purchase the service to fulfill biological needs, but their wants and acquired
needs. According to a 2017 Entrepreneur survey conducted on “luxuries we can’t live without,”
Netflix ranked higher on the scale of preference than cable TV, Amazon Prime, alcohol, gym
memberships, and even fresh produce.25 Netflix customers gain a sense of belonging through the
service; friendships can start over similar interests, and, without knowing it, binge-watching a
favorite show places you within a fan community. Customers’ ego needs are met, not only
because they can afford the service, but because they can brag about their current binge-watches.
For some customers, self-actualization needs are met through watching more educational or
emotionally enhancing content.

Satisfaction

Retrieved from https://www.quora.com/What-are-the-basic-demographics-of-Netflix-subscribers-in-the-

UnitedStates
24
Boboltz, S. (2016). If You Want to See Diversity Onscreen, Watch Netflix. Huffington Post.
Retrieved from https://www.huffingtonpost.com/entry/streaming-sites-
diversity_us_56c61240e4b0b40245c96783 25 Leadem, R. (2017). The Luxuries People Can't Live
Without (Infographic). Entrepreneur. Retrieved from https://www.entrepreneur.com/article/300427
12
Customer satisfaction refers to whether or not a product or service has met the consumer’s
expectations; when satisfaction is met, it ensures a longer and stronger brand relationship.
Netflix has seen such high satisfaction, because its marketing professionals are truly experts on
the customers, largely thanks to social media observation. Netflix is constantly working on ways
to improve the streaming experience (making it more customizable and user friendly) and
releasing new content (considering quality way over quantity).25 In comparison to competing
services such as Amazon Prime, Hulu, and HBO Now, Netflix ranks #1 in “easy to watch on a
TV,” “easy to use on all devices,” “interesting original content,” and “reliable service.”26

Motivations

Motivations answer the “why?” in terms of consumer beliefs and behaviors. Netflix customers
are motivated by the simple acquired needs of enjoyment, entertainment, and relaxation that the
service provides. However, motivations also answer why the customer chose a certain brand
over another. Why watch Netflix instead of Hulu? Different customers will have different
answers, but an iModerate study shows that the number one motivator behind this choice is the
variety of the content offered – old shows, new shows, originals, classics, independent works,
foreign works, etc.27 Other motivations behind this choice could be a need for an immediacy
(lack of commercials) or need for affordability. Netflix continues to motivate its customers by
continuously updating content.

Attitudes and Values

Values are deeply embedded beliefs that an individual learns from their family and society at an
early age. Attitudes are how we express these values, and they can be very difficult to influence.
Some major values that Netflix customers hold are pleasure, comfort, excitement, happiness,
diversity, innovation, and wisdom. The attitude relative to pleasure and comfort is that these
customers enjoy spending anywhere between an hour or 10 hours a day streaming; the average
amount of time Netflix customers spend streaming is 1.9 hours per day.28 Netflix customers
enjoy watching content that is different from what airs on popular cable networks, and they
aren’t against doing away with cable entirely. The attitudes we strive to spark in more consumers
(especially those who might find avid Netflix customers lazy) are wisdom and innovation.

Personality

25
Sayer, D. (2016). How to take Customer Engagement to the Netflix Level. CMO. Retrieved from
http://www.cmo.com/opinion/articles/2016/4/14/how-to-take-customer-engagement-to-the-
netflixlevel.html#gs.8sPHcjU
26
Richter, F. (2017). Netflix Beats Competition in Customer Satisfaction. Statistica: The Statistics Portal.
Retrieved from https://www.statista.com/chart/7893/customer-satisfaction-video-streaming-services/
27
iModerate Staff. (2015). New study reveals why consumers prefer Netflix over Hulu and Amazon.
iModerate. Retrieved from https://www.imoderate.com/news/new-study-reveals-why-consumers-prefer-
netflix-over-hulu-andamazon/
28
McAlone, N. (2016). This chart shows how many more hours people spend watching Netflix than Hulu or
Amazon. Business Insider. Retrieved from http://www.businessinsider.com/people-watch-netflix-almost-2-
hoursevery-day-2016-7
13
Netflix has the personality of the fun-loving, caring, and dependable friend that gets along with
everybody, regardless of their age, interests, race, or whether or not they are introverted or
extroverted. Netflix is great at bringing people together, cheering people up, and always bringing
something new to the table. The caring attribute can be seen through how the service tracks
customer behavior and personalizes accounts, and the dependable attribute can be seen through
the stability of the website and its streaming (as long as Wi-Fi/data connection is strong).

Psychographics:

Consumer psychographics involve their activities, opinions, and interests. Netflix believes that
psychographic influences are a lot more beneficial than demographic influences. This is because
consumers are incredibly diverse, meaning their interests aren’t going to be limited to just one
culture. For example, the majority of anime streamed on Netflix is done so by customers outside
of Japan.29

Psychographic influences aren’t as clear cut as they may seem. Netflix customers partake in
various fields of work, hobbies, and social activities. A more obvious activity to study is how
much time the consumer already spends watching TV or going to the theater; these consumers
are more likely to become Netflix customers. Netflix customers also have a wide-range of
educational and political backgrounds. Some common interests that they hold are popular media
or just media and entertainment in general.

Behavioral Influences

Quantity Usage

Netflix customers can be categorized as light, medium, and heavy users, depending on how
much they use the service. According to the Pareto Rule, known as the law of the vital few or the
80/20 principle, 20 percent of the market typically buys 80 percent of the products. That explains
why heavy users are very important to marketers.

Heavy Users

Heavy users are less selective with their viewing content. To keep heavy users satisfied, we must
constantly update and expand our content. Heavy users are more likely to follow and watch
Netflix originals when they first premier, increasing the buzz around them.

Medium Users

Medium users are the largest user group. These customers watch programs on Netflix regularly
throughout the week. They are more selective then heavy users and more willing to try new
programs than light users. Because of this, a diverse amount of content must be available to fit
their needs.

29
Morris, D. (2016). Netflix says Geography, Age, and Gender Are 'Garbage' for Predicting Taste. Fortune.
Retrieved from http://fortune.com/2016/03/27/netflix-predicts-taste/
14
Light Users

Light users don’t watch Netflix content as consistently as other users. However, they do offer an
important division of the market that has the potential to develop into medium users. By
providing more quality content, Netflix can convince light users to stream more content.

Brand Relationship:

In our Netflix campaign, we’ll develop strategies to turn regular users into loyal users, first-time
users into regular users, and non-users into first time users. Considering the controversy
revolving around the price hike for HD streaming service, we need to think of ways to please our
loyal customers who threatened to leave the streaming platform 30 while trying to keep all the
other customers feeling satisfied and rewarded.

Loyal Users

To price change for the streaming service from $7.99 to $9.99 per month has affected around 37
percent of Netflix's subscriber base, or around 17 million customers. 31 To remedy the situation,
we’ll correct our mistake and deliver our original promise to members who had subscribed for a
certain period of time to maintain their original pricing plan.33 It is always our top priority to
keep our loyal customer base.

Regular Users

Regular users are very similar to loyal users; they have a high probability to remain with Netflix.
We can maintain these relationships by continuing to provide quality content at a reasonable
price.

First-Time Users

First-time users have the opportunity to develop into loyal users by maintaining and developing a
good relationship with the brand. We can build this relationship through promotions and
communication with these customers.

Non-Users

We can use promotions to convince non-users to join. Promotions, such as a one-month free
contract, will attract and hopefully influence non-users to be users.

30
Heckstall, Victoria. “How Netflix's Changes Affect Its Most Loyal Customers.” Bussiness.com February 22,
2017. Accessed April 20, 2018 https://www.business.com/articles/when-being-grandfathered-means-nothing-how-
netflixschanges-affect-its-most-loyal-customers/
31
Holmes, Jack. “Cheap Netflix, Like 'Netflix and Chill,' Is Dead R.I.P. grandfather clause.” APR 8,
2016. Esquire. Accessed April 21, 2018 https://www.esquire.com/entertainment/news/a43753/netflix-
grandfather-rate-raise/ 33 See footnote 31.
15
Switchers & Ex-Users

To prevent any growth in switchers and ex-users, we must continue to add quality content –
specifically, Netflix exclusive content, that they won’t be able to get anywhere other than
Netflix.

Innovation

Innovation refers to Everett Rogers’ adoption process, which describes personal behavior and
how the behavior reflects the speed with which people are willing to try something new. Rogers
originated the diffusion of innovations theory and introduced the term early adopter. The
Diffusion of Innovation Curve indicates that 68 percent of the U.S. consumer population falls
into the categories of early majority and later majority whereas innovators only consist of 2.5
percent of the consumer population. However, this smaller group of users are very important to
Netflix.

Innovators

Netflix innovators are customers that watch the new Netflix originals as soon as they are
released. They are the first consumers to spread the word about new Netflix shows. Netflix
heavily depends on these innovators to get their shows trending in pop culture.

Early Adopters

They set the wheel in motion on what Netflix originals become successful. Early adopters don’t
watch new shows the day they release, but shortly after. They are closely intertwined with our
innovators.

Early Majority

These consumers become evident when Netflix originals begin to integrate into pop culture and
become part of daily social conversation. A popular example of this is Stranger Things. The hit
show first went viral in Canada, and it soon spread to 190 different countries.32

Later Majority

The late majority consumers watch the Netflix originals after they have reached their peak
popularity. They still make up a major portion of our customers.

32
Barrett, B. (2017). How Netflix Made Stranger Things a Global Phenomenon. Wired. Retrieved from
https://www.wired.com/story/netflix-stranger-things-global/
16
Laggards

They are the users on Netflix that watch Netflix originals after the series has ended, and Netflix
is no longer making new shows for the series. Laggards keep shows popular long after their
original run.

17
 Part Three
The Message Strategies

By: Elizabeth Lawlor & Brian Bechtel

ising Media

18
Jyoti DiCl
 Part Two: The Advertising Media

Overall Media Strategy

Major Media Types

Netflix is a streaming service that values honesty, loyalty, and individualism with our customers.
Therefore, online and social media will be the major advertising mediums to promote the
service. Netflix relies on visuals to spark interest, so choosing these mediums allows us to
connect with our target audience better than television and print. While Netflix appeals to men,
women, and children of all ages, we have focuses this campaign on teens and young adults.
Millennials and Generation Z are known for their usage of social media. The best way to reach
them will be to send advertising messages through social media such as Instagram, Twitter,
Snapchat and YouTube. Social media is constantly moving, and trends are always changing, so
capitalizing on those points will help us reach and keep our audience connected to Netflix
updates. Along with social media, we will also implement advertisements online. Websites that
don’t associate with the social media realm are just as important, because they help widen and
solidify the reach Netflix has. This will be a great asset to the media strategy, because Netflix
needs to be active on all aspects of the internet and technology.

Minor Media Types

The minor types of media we plan to use will be outdoor, television, and radio advertisements.
Outdoor advertising is something that we have used in the past, and it was extremely successful
in stimulating brand awareness. Television is tricky to utilize, because we are competing against
most channels. Our commercials and ads would play on channels we have contracts with, so it
would create mutual benefits. Unfortunately, our target audience is not an age group that
regularly listens to local radio nor reads magazines, however, we still want to reach them in
unique ways. Ideally, we would create radio broadcasts for commercials on Spotify and Pandora
Radio, because those are popular music platforms amongst our target audience. Ads in
magazines are going to become more interactive in physical and digital forms.

Media for Brand Awareness

We will launch television and social media ads, online ads, and outdoor advertising to create
brand awareness. For our social media and television ads, we will utilize famous actors to
promote Netflix and our original content. Social media is a great platform for brand exposure,
because it will reach a massive audience. On social media sites, we will include interactive ads,
so our audience can feel connected with us. Our online ads will consist of skyscrapers and
banners. We want these ads to include a simple message about specific products or deals. Once
again, we will use the Netflix logo repetitively, so that consumers will remember it. Finally,
billboards will be implemented on busy highways, and will capture attention and interest of
young drivers.

19
Media for Ad Recall

Ad recall will increase through outdoor, television, and radio advertising. We want our ads to be
seen and heard. Television is great for ad recall, because it relies on audible and visual senses, so
it fully emerges our audience into the ad. The television ads will show repetitive images of our
content as well as our logo and play theme songs in the background. The radio advertising will
be great for ad recall, because the ads will play at specific times that reach our target audience
and appeal to their interests. In terms of outdoor advertising, the ads will be strategically placed
in areas that active people spend their time such as parks, public transit, or on the road. The ads
will be on bus stop shelters, billboards, and posters outside of buildings.

Media for Buyer Consideration

Buyer consideration can be achieved by focusing on our social media and television ads. We
want to express to consumers that Netflix content is original and reasonably priced in
comparison to our competitors. Our television ads will highlight original and contracted content
to show our vast range and options to choose from. For example, a commercial will portray Hulu
as overpriced streaming with commercials, while Netflix offers commercial free streaming for
the same price. We want our consumers to remember that Netflix is always thinking of them. We
also created a way to download the consumers content on their device, so when they don’t have
Wi-Fi connectivity, they can still stream. To be realistic, we must acknowledge that Netflix is
not a necessity; it is a luxury. Our media strategy must have enough of an impact on our
consumers, so that they will develop a desire to binge watch. This will help with buyer
consideration.

Media Vehicle Selection

Newspapers

The newspapers we will invest in for this campaign will be some of the most prominent and
widely circulated publications such as The New York Times, The Washington Post, and The
Guardian. “Advertisers who don’t care where their display ads run in the newspaper pay the run-
of-paper rate. If they want more choice over the placement, they can pay the preferred-position
rate, which lets them select sections in which the ad will appear.”33 Our strategy will be to pay
the preferred position rate, that way we could select where we would place our ads, instead of
having it randomly placed. We will place our ads in some fluffier reading sections of these
papers, such as the Sports or Opinions sections, this way the ads have a greater chance of being
seen by our younger target audiences.

Magazines

Some of the magazines that we will invest in are Times, Entertainment Weekly, etc.; these are
magazines that teenagers and young adults are more likely read. “The largest unit of ad space that

33
Moriarty, Mitchell, Wells. (2009). Advertising: Principles and Practices. Pearson.
20
magazines sell is the double-page spread, in which two ad pages face each other. A page without
margins, in which the color extends to the edge of the page, is called a bleed page. Magazines
sometimes offer more than two connected pages that fold in on themselves which is called a
gatefold.”34 Our strategy will be to use bleed page and gatefold formats. We will do this, because
bleed pages look more attractive, as they are colored to the edge of the paper instead of only to the
margins. The gatefold will be a strong ad, because it will be incredibly captivating, entertaining,
and maybe even interactive.

Outdoor Ads

Some of the outdoor advertising platforms that we will use in our campaign are billboards, busses,
telephones, taxi signs, grocery store carts, shopping bags, and blimps. Drivers see many billboards
on their journey, so they are bound to see a Netflix billboard ad. On the exterior of a bus, we can
place an ad to be viewed by both pedestrians and drivers. Telemarketers can promote Netflix via
the telephone. Consumers who wave a taxi over might choose the taxi based on an interesting ad,
unconsciously or consciously. People go shopping every day for food, so why not put a Netflix ad
on the grocery store carts and shopping bags? Summer is the best time of year to use a blimp to
advertise Netflix, because so many consumers are outside or at the beach; people will look up to
see what the noise is in the sky and see the advertisement. We have numerous options to choose
from, while keeping our budget in mind.

Radio

“Network radio is a group of local affiliates connected to one or more national networks through
telephone wires and satellites. The five major radio networks are Westwood One, CBS, ABC,
Unistar, and Clear Channel. In spot radio advertising an advertiser places an advertisement with
an individual station rather than through a network. Program syndication has benefited network
radio because it offers advertisers a variety of high-quality, specialized, and usually original
programs.” 35 We will not utilize network radio to promote Netflix, because these programs
primarily advertise food and beverage, automobiles, and over-the-counter drugs. Instead, we will
utilize syndication network programming, because it is very popular and more consumers,
especially within our target age range, listen to it. We will insert our ad in early morning, when our
workaholics are driving to school and work. We will then insert our ad again in the evening, when
they are driving back from school and work. We will choose this path for optimum focus of our
very busy target audiences. Also, our demographic tends to listen to more niche music such as
Pandora or Spotify. We will create highly effective 15 to 30 second sound bites to place in between
the music on these applications.

Pandora/Spotify

For music listeners that do not pay for a Pandora or Spotify premium subscription, ads are
constantly implemented. This medium will be a major asset to our advertising campaign,
because it reaches a very broad and very young audience. This will also be beneficial for our
campaign, because people stream music on their smartphones, where they can quickly download

34
Ibid.
35
Moriarty, Mitchell, Wells. (2009). Advertising: Principles and Practices. Pearson.
21
the Netflix app. Our strategy to reach the music streamers is to have actors record messages
promoting their content that is available on Netflix.

Television

As stated above, television is difficult for us to utilize, because some channels are seen as
competitors, so the best strategy is to promote on channels we already have contracts with. One
of the networks we can advertise on is Disney, because we have their movies and series available
on Netflix. We will create commercials with Disney actors, and they will promote the kids’
platform on Netflix. Because Netflix is a streaming service and takes views away from
traditional television, it is difficult to air commercials without spending a lot of money, so we
need to strategize and pay only for the most valuable time on air.

Product Placement

The most effective way to give Netflix exposure through product placement will be to have the
service shown in a realistic television series. A few shows we will use are the Big Bang Theory,
Grace & Frankie, Modern Family, Fuller House, and Shameless. In one episode of Modern
Family, we will have the kids watching Netflix. This fits into the characters’ story, because they
are teens who like to relax and binge like teens today. In another situation, perhaps Shameless,
we will have them walking on the streets of Chicago with a billboard or posters of Netflix and
Netflix originals shown in the background This will work perfectly, because it will fit in
naturally with the scenes, and the audience will feel how realistic the show is.

Product Integration

Our strategy for product integration is to have Netflix appear on in Grace & Frankie. In one
episode, we will have Grace trying to log onto Netflix, but she won’t be able to, because Frankie
forgot to pay the Netflix bill. They will have an argument about how the only way Grace can
truly relax is by binging her favorite shows. Another way to integrate Netflix is to have Titus,
from the show Unbreakable Kimmy, audition for a Netflix original; the episode will then follow
his journey in a Netflix headquarters. This will solidify Netflix into the audience’s mind as an
interesting and unique service.

Online Media

We believe that online banner ads and social media platforms are the most effective ways to
reach our target audience. All our social media mechanisms will provide a link to sign up for
Netflix, where we will also offer a promotion of a free month trial. We will use our team of
actors and celebrities in promoting original content in these ads.

Banner Ads

We will implement banner ads on websites that we believe will reach our target audience. These
websites will include social media, news sources, gaming, shopping, and music sites. Our banner
ads will be more visual with strong images to intrigue the audience.
22
We will also utilize skyscraper ads on the sides of websites including: Pinterest, Google, and
Amazon. Skyscraper ads are ideal because they blend into the screen naturally, so the audience
doesn’t feel pressured and their curiosity will pull them in.

Social Media

 Instagram - Instagram is a visually intense platform. This will help us show consumers what
we have to offer and why it’s better than our competitors. Instagram is an extremely powerful
social media platform for Netflix, because it’s one of the most popular amongst our target
audience. Our original actors can post on the Netflix account showing off some behind the
scenes action, allowing the viewers to enter into the universe of the show and the universe of
Netflix.

 Twitter - This social media platform is extremely useful, because its quick, consistent, and
popular. Users of this social media platform are always on top of the hottest trends. Using
Twitter will allow us to communicate with our audience and find out what they are looking
for or interested in seeing. Our Twitter page will help us highlight new content and pull in
new consumers with interesting content. We will also post short clips of shows, behind the
scenes, and actor interactions with fans. We will also do Twitter takeovers, where a famous
celebrity from one our original shows can host a short Q & A session with fans.

 Snapchat - Snapchat is a newer social media platform that has become one of the top social
media for teens and young adults. To advertise on this app, we will create filters that
consumers can use in photos and videos. Snapchat is perfect for exposure, because when a
consumer uses our filter, it is then seen by all their followers and can encourage them to learn
more about Netflix’s latest content.

 YouTube - YouTube has become a marketing haven because of the ad revenue they put into
place for YouTubers. When a YouTuber has gained an incredible number of followers, they
can put ads in their videos. We will sponsor these famous YouTubers that do inspired looks
or reviews on Netflix content and create short commercials to be placed where ads are.

Guerilla Marketing

Street Teams

1. Netflix will sponsor improvised acts to occur in the streets of New York City. Not only will
this be incredibly attention grabbing to a massive pool of consumers, but it will also help find
new aspiring actors and will show how Netflix cares for the arts. Showing this side of our
brand will allow consumers to see the more philanthropic side of our company.

2. We will also have other street teams dress up in costumes of different popular casts from
Netflix Originals as they hand out swag and promotions. This will be attention grabbing to
both consumers and customers.

23
3. We will have a Netflix team set up booths on busy streets in various towns and cities across
the U.S. They will have consumers watch short clips and take surveys to win free promotions
and swag.

Ambient Media

1. We will set up reenacted sceneries from our original content in subway cars in the city. This
will be perfect for photo opportunities; we will pair it with a hashtag to turn it into a trend on
Twitter and Instagram.

2. We will hire local artists to create beautiful and eye-catching murals of sceneries in movies.
They will paint a Stranger Things mural, where it looks like you have been transported into
the upside down. Having a string of similar murals in different cities around the world would
also make fans feel connected and included.

3. We will create interactive posters to hang on walls along busy sidewalks and in cafes that
pedestrians can use to find out more information about certain shows or to play games based
on popular content.

Buzz Marketing

1. We will set up RV trucks in front of universities or sport centers and preview sneak-peaks of
new shows and movies inside. In addition to this, we will hand out swag and tell them to
tweet with a certain hashtag to enter a raffle.

2. We will set up scenes from the movie series Cloverfield in popular plazas and have
undercover actors act like the world is being taken over by aliens. This will create a lot of
buzz because aliens are a popular topic among our target audience.

3. We will set up a pop-up shop of different restaurants or stores that are popular in our Netflix
originals, such as the Luke’s Diner pop-up we used in the past to promote Gilmore Girls: A
Year in the Life. This tool is great for immersing fans and consumers into the universe of the
show and really keeping their attention and interest.

24
 Part Four
The IMC Tools

By: Sarah Galzerano & Jyoti DiClemente

25
 Part Three: The Message Strategies

Overview of Message Strategies

For this Netflix campaign, our message strategies will focus on the competitive advantages,
benefits, and abilities of the service. Netflix is in-between the competitive markets of instant
streaming, cable television, and other media platforms. Netflix needs to provide competitive
services to gain and keep viewers. Our overall message strategy is to show our services features
to gain and maintain subscribers.

Perception Driving Strategies

Strategies for Attention

Unexpectedness of the New Idea

The unexpectedness of the new idea approach for our advertising campaign must be as
untraditional as possible. As a streaming service, Netflix must find an unexpected way to get the
attention of new potential subscribers. Netflix has a large potential market that isn’t limited to
specific generations. For Netflix’s unexpected new idea, we are going to release a Netflix
original film in theaters, before it is released on Netflix streaming services. This idea doesn’t
follow the traditional features of Netflix at all. This idea will work well, because it will attract
viewers that don’t already have Netflix subscriptions. It will also establish Netflix originals as
serious films in the film society. It helps bring the brand in to the eye of all demographics as well
as bring in extra revenue.

Unexpected Media

For an unexpected media approach, we will set up “rooms” on city sidewalks and in different
buildings and shopping centers. The rooms will be transparent and glass-looking. In reality, they
will all be interactive screens. The walls will also be numbered. On the fourth wall, painted in
red, it will say, “Break the Fourth Wall.” People who walk into the room and decide to
participate will be handed video-game controllers shaped as hammers and other tools. They will
then be encouraged to break the fourth wall; the screen will “crack” with each hit. When the wall
finally “breaks,” all of the walls will start flashing with our brand name and different captures
and clips from some of our most popular shows and movies. The fourth wall will then return to
normal and say, “Break the fourth wall… enter into the universe of your favorite shows.” This
form of Guerrilla Marketing will attract both customers and consumers and will undoubtedly
create a lot of buzz.

Contrasts

Netflix can use contrast to show their added benefits over competitor streaming services. For this
commercial Netflix will emphasize its ad free streaming, particularly against its rival Hulu. The
commercial will show viewers of Hulu waiting for their commercial to load and play in the
middle of their shows. It will then cut to Netflix, showing them relaxing watching Netflix with
26
no interruptions. Then back to Hulu during a super suspenseful scene and it then cuts to
commercial mid scene. Then back to Netflix with continuous uninterrupted streaming. This ad
will show the benefits of subscribing to Netflix because of uninterrupted streaming.

Strategies for Interest

Speak to the Personal Interest of the Target Audience

According to Business 2 Community,36 an online publication, 89% of Netflix users/subscribers

are likely to be 18-24 along with a large skew aged between 25-39. They are likely to be
trendsetters and opinion leaders within their social circle. Their households average above
$102,000+ per year. They are also more likely to spend more on products of higher quality,
consistent to the image they wish to convey. Sixty five percent are likely to be the main grocery
shoppers of the household. The traditional Netflix and Chill phase has been replaced with family
night 1 in 2. Netflix users/subscribers have young children under the age of 3 at home. In
addition, soft drink, salty snacks and salty potato chips are their favorite TV snacks.

To speak to the personal interest of these audience members who are successful and value
relaxing with their friends and family, we will release commercials promoting some of our more
family friendly content. While some consumers think we only have risqué content, we have tons
of shows and movies for the children! In addition to this, for one month only, we will send our
premium customers large, comfy blankets (with our logo of course), so they can snuggle with
their loved ones while binge-watching.

Use the Sequencing of Ad Message

For this strategy Netflix can work off the already existing phrase “Netflix and Chill.” This phrase
already carries a certain meaning, but Netflix can run a campaign changing consumers’ overall
perception of it. In pop culture, this phrase carries sexual connotations, however, that isn’t
necessarily want we want to be associated with. As stated above, we are indeed a family friendly
brand. After we change the association with the phrase, we can proudly promote our service with
hashtags like #NetflixandChill.

Since it’s an already existing meaning, we can easily expand off of its existing popularity. We
will do this by releasing a series of 15-second spots featured on TV and social media. These
spots will all start out with someone suggesting the more suggestive Netflix and Chill and will
quickly transition into the new and improved Netflix and Chill: kicking back and binge-watching
your favorite shows with your best friends and family. Of course, the new meaning of Netflix
and Chill will also involve students crashing in their beds after a long day and just chilling out in
front of the screen. Changing this association will bring in a wider range of prospective
customers.

36
Leana Yang, Leana. “A Look Into a New Target Audience: Netflix Subscribers.” Business 2 Community,
April 5, 2017. Accessed April 21, 2018 https://www.business2community.com/marketing/look-new-target-
audience-netflixsubscribers-01813457
27
Elicit Curiosity

Netflix will be able to elicit curiosity easily with cliff hanger advertisements. For one of their
highly anticipated Netflix original we can run commercials on Snapchat and YouTube. These
commercials will make viewers curios about what happen next and make them want to watch the
television shows. Especially if the show is already popular it will add more of a urge to subscribe
to Netflix to watch the Netflix original.

Storytelling

For this strategy Netflix can develop a Netflix original about the making of Netflix originals.
This will allow customers to see what goes into the making of their favorite shows. It will be a
mix between behind the scenes and a documentary focused on Netflix originals. This will make
viewers more familiar with the brand. It will really give them a first-hand look at the action that
goes into making a Netflix original. This kind of documentary could also be used for educational
purposes relating to the entertainment field.

Strategies for Recognition and Memory

Repetition

In the majority of our marketing materials, our strategy is to always a feature a large, prominent
Netflix logo, emphasize our primary competitive advantages of zero commercials, low cost, and
diversity of content, emphasize the excitement of binge-watching, and of course, emphasize how
much our service can help all consumers relax after a long and successful day.

Color

Our typical brand colors are black and red. Black, white, and red are the only colors we have
ever used in our logos over the years, so it is only logical that they would be the primary colors
in the majority of our marketing materials. Of course, these colors alone will not influence
consumers’ perception and brand association enough. To really enhance their memory, we must
always include a large, bold, red “N.”

Key Visual/Key Frame

Since we are focusing on benefits and abilities when can show them in action. Commercials
focusing on the commercial free aspect of Netflix will be a key visual. A commercial that shows
someone watching Netflix and then text across the screen making reference to no interruptions.
Other benefits include HD picture quality which can be focus on in its own commercials. Netflix
can use its originals as visual keys in promoting Netflix. Running the trailer for an original will
be a visual key in promoting the Netflix brand.

Cognition Driving Strategies

28
Informational Strategies

Being such a large company, we will regularly be sending out press releases to keep the media
well informed on what’s going on in the company. Having a good relationship with the media is
important because they will convey all the news to users and potential users. We will provide the
media with detailed lists of what’s coming and going from Netflix each month. We will also
utilize social media for big show and movie announcements.

Point of Differentiation

Netflix has in the past been labeled as not having enough content. The point of differentiation is
that Netflix has really tackled that issue and now is loading Netflix with a diverse amount of
content. Netflix now carries big budget movies and TV shows. They also have largely increased
their amount of original series. This has allowed Netflix to pull ahead of its competitors in the
amount of content available. Netflix can do billboards in high visibility areas with thumbnails of
their most popular movies and shows, to show their diversity.

Making a Claim for the Brand

Our claim is that Netflix is the largest provider of HD streaming and for the best price. We can
confidently make this claim because we have a large library of content that is always growing.
Also, we have lower prices than competitors like Amazon Prime Video, Hulu, and HBO. We
beat out our competition in almost all categories, which makes us the best overall streaming
service.

Emotion Touching Strategies

Soft-Sell Strategies

Our soft-sell strategy will include the release of a film based around a current issue such as
hurricane recovery. The film will premiere at a special event where the proceeds will go towards
a hurricane recovery fund. We can also run ads about the film which asks viewers to donate to
the recovery fund. We can also run a campaign through social media which will create
awareness and collect donations. This strategy works for us because it promotes a Netflix film,
makes Netflix appear as a giving company, and helps communities in need.

Feeling of Involvement Strategies

Netflix will be releasing a new idea to get the audience involved in the Netflix experience.
Netflix will release a multi-episode series that is user interactive. By this we mean a show in
which the audience has an influence on the outcome of the show. This strategy gets Netflix users
involved in the show, which will draw them into wanting to participate in Netflix. The way this
show will work will have to be fine-tuned but is an achievable series that could potentially pull a
lot of attention.

29
Entertainment Strategies

Since Netflix is an entertainment business we easily achieve the strategy of entertainment. For
this example, we are going to promote a form of entertainment that isn’t a part of streaming
video. For this promotion we are going to put on a Broadway play/musical were the public is
invited to attend. This play will take place for the purpose of filming it to eventually be released
on Netflix. Every play/musical needs an audience, so the public will be invited to this promotion.
The play/musical will act as a form of live entertainment and will bring attention to Netflix.

Selling Premise

It is important to define a specific customer-focused selling premise to further customize the

campaign. This will identify the product’s features in terms of what is most important to the
target audience by enhancing the campaign’s precision of content. We will mainly utilize two
types of customer-focused selling premises:

 A unique selling proposition

 A reason why

Due to Netflix’s competition status against Cable and other streaming services like Hulu, it is
important to emphasize both the unique-ness of the platform as well as the reason why the target
audience should purchase/subscribe to Netflix’s services and not the competitor.

Selling Premise Implementation

To employ these premises, a variety of media can be used including:

 Print
 TV
 Radio

For the sake of the following examples, the copy featured will be implemented into print
advertisements.
Reason Why

To feature the unique-ness of Netflix’s service and to further distance itself from its competitors,
stating a ‘reason-why’ would be highly effective. This could take the form of copy including one
main statement that mentions first a feature of the service followed by the ‘reason why’ in the
form of a ‘because…’ statement:

 “Enjoy commercial free viewing, because no one should have to pay for interruptions.”

30
Unique Selling Attributes
To feature unique attributes that are most important to the potential users in addition to
insinuating a reason to buy, the following benefit statement can also create a persuasive selling
proposition:

 “The only streaming subscription service that lets you download episodes of your favorite
shows and movies to watch when you don’t have a Wi-Fi connection”.

This premise can also apply to the logic of the target audience by introducing a benefit with the
hopes the consumer will use logic to subscribe to the featured platform.

Association Strategies

In addition to strong persuasive messages, creating engaging visuals that connect with the target
audience and create brand association is important to implement into the campaign. This is most
often in the form of print ads placed in magazines, newspapers, and features on banner or
skyscraper ads on web-pages.

These visual ads can also be social graphics or graphics that are imbedded in promotional emails.
Using messages that connect and resonate with the audience can have transformative powers on
branding where the brand takes on distinct characteristics and meanings by delivering
information and feelings symbolically while connecting the brand with a certain type of person
or lifestyle.

Main Campaign Premise

The main premise of this campaign is ultimately to target and connect a with potential and
current customer base in a way that causes them to identify with the product. In this case, the
goal is to make the target audience see themselves in the subject of the ad.

Premise Strategies

A relatable (and rather embarrassing) example of this is something that most everyone in our
target audience probably does (but most likely doesn’t admit): watching videos or using their
phone on the toilet. We will publish an ad featuring a tired mother sitting on the toilet,
surrounded with children’s bath toys and clothes, watching Netflix on her phone with the copy
reading, “Netflix, anytime, anywhere…no really, anywhere.”

This type of ad is humorous, has stopping power due to its embarrassing subject, and highlights
Netflix’s streaming capabilities. This ad also has the capability of being altered and even being
turned into a series featuring different people, different walks of life, different professions, all
sneaking an episode or two while on the toilet: an ongoing and cohesive promotion like this
would generate trust, humorous and therefore warm association with the brand, and connection
with everyday occurrences that are relatable to most.

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Action Driving Strategies

Messages that drive action in combination with integrated direct marketing and advertising can
stimulate desired subscription purchases as well as creating opportunity for word of mouth
communication. Although driving action via messages is harder to accomplish due to a common
gap between attitudes and behavior, the use of these types of messages can drive people to act by
offering enticing sales promotions.

Action-Driving Direct Mail Campaigns

A direct mail list would be generated depending on chosen demographics to fit the desired target
audience such as age and activity habits. Then, print materials including the sales promotion, in
this case a free three-month subscription, a call-to-action asking users to call a 1-800 number
where they will be directed by a call center operator for subscription sign-up, or an option to
logon to the website and subscribe.

This strategy covers sales promotions, implementation of telemarketing, implementation of web-

based marketing, the use of direct-mail advertisements, and a call-to-action that ties it all
together. A dedicated farming of target areas will not only generate interest but also word-of-
mouth communication starting in households and expanding as far as nationally.

Overview of Message Approaches

Message formulas are also important as they are yet another component of a cohesive brand
presentation when creating a marketing and advertising campaign. Formulas such as:

 The use of humor, which grabs attention in the hopes of people transferring the warm
feelings of being entertained to the product or service.
 The slice of life strategy, which is often staged in the form of a drama in which ‘typical
people’ talk about a common problem which the product is the solution.
 The use of a spokesperson, which is an endorser format, and the use of teasers or mysterious
ads can be effective in presenting an engaging image to the target audience.

All three formulas would be presented in television/commercial/video media format and roughly
include the approaches explained below.

Straightforward

Our straight forward approach for Netflix is to focus on all the benefits of a Netflix subscription.
This way a customer knows exactly what they’re getting. This advertisement would highlight the
large diverse library of content that Netflix has to offer. It would include:

 A highlight of the exclusive Netflix originals.

 A mention of the HD picture quality and the zero advertisements during shows.
 The monthly low price for a Netflix subscription.

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All these benefits are very straight forward and easy to understand, leaving the viewer of the ad
with no questions.

Demonstration

The best way to demonstrate Netflix is by using it. By using ads, we will offer one month free to
new subscribers. This way they don’t have to take our word but get to experience it for
themselves. This type of demonstration is hands on for potential customers. It lets them see if
Netflix’s services are right for them. If they like it, they can subscribe and if they don’t like it
they don’t.

Comparison

Netflix can use this message to their advantage because they lead in many of the categories. So,
comparing themselves to other companies will make them look good. To do this, they can
compare the content they have verses other streaming brands, point out the features which
exceed those of their competitors (i.e. Netflix is cheaper than most streaming serves, which can
be used as a potential reason for purchase intent), and run ads that highlight all of their benefits
that their competitors don’t have.

Problem/Solution

Netflix can be an easy solution to boredom. A commercial can play showing a guy at home alone
on a rainy day bored because his plans got canceled due to the rain. He then switches on the TV
and starts watching Netflix and a smile comes to his face because he is no longer bored. This
shows a problem and a solution. Boredom is the problem and the solution was Netflix, which
cured his boredom.

Humor

Humor is a creative strategy that is popular for its attention-grabbing properties. For Netflix, a
humorous advertisement could include the following:

 GIRL: “Hey Babe…watchu doin’ tonight?”

 BOY: “Nothing…why?”
 BOY: Wanna come over and watch cable and chill?”
 GIRL: “ew, no way”
 ANNCR: “Cable and Chill…it doesn’t have the same ring to it. Netflix, get your chill on.”

Slice of Life

Slice of Life strategies are an elaborate version of problem-solution message strategies which are
staged in the form of a drama in which the featured product “saves the day”. For Netflix, a Slice
of Life formula could include a commercial or radio ad with the following script:

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(Woman driving in carpool stuck in traffic.)

 WOMAN 1: “Ugh! There’s no way I’m gonna make it to catch that ‘Friends’ re-run
marathon!”
(Passenger from back seat leans into front seat with phone, camera switches to phone screen)
 PASSENGER 1: “Don’t worry…with Netflix, you can have a ‘Friends’ marathon whenever
this traffic clears up!!”
(Camera returns to wide shot of massive traffic jam)
 WOMAN 1: “Oh…good ...”no one told me life was going to’ be this way”

Spokesperson Formula

A spokesperson, also referred to as a spokes-character or brand icon, is an endorsement-based

message formula in which the viewers transfer their feelings of respect for the spokesperson to
the brand.

A commercial featuring celebrity such as John Travolta sitting on his couch in his own home,
browsing Netflix as he casually talks about the features and selects some of his famous movies
that are featured on Netflix.

Teaser

A teaser message strategy relies highly on mystery. In a teaser advertisement, the product is
often not identified, or the information given is highly vague with the hopes of instilling
curiosity in the viewers. To use the teaser formula for Netflix, a television advertisement similar
to the following would be effective:

(Open with mysterious slow-motion scroll of a cable-TV remote against a black background)

 ANNCR: “This…is your gateway to being the ultimate television King…will you except the
challenge?”

This ad can later be followed with accompanying ad that reveals the Netflix brand.

Shockvertising

Shockvertising if a form of advertisement that shocks the viewer with surprising or unpleasant
visuals, dark stories, and subject matters that pull at the heart strings in order to generate
stopping power in advertisements.

For Netflix, the use of picture stills for print ads, and video clips for television advertisements
from the Netflix Original “Santa Clarita Diet” could provide shocking visuals due to its subject
content (a suburban mom turned zombie). This will not only demand attention, but also advertise
one of Netflix’s Originals.

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35
Copy Writing

By: Sarah Galzerano

Andrea Aponte
Brian Bechtel
Elizabeth Lawlor
Jyoti DiClemente

Part Four: The IMC Tools

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 Part Four: The IMC Tools

Overview of Using IMC Tools

Integrated Marketing Communications (IMC) refers to the practice of sending a consistent,

unified message to consumers through all communication touch points. IMC requires the
cooperation of all departments within a company; even employees outside of the marketing
realm must help enhance the brand’s image. Not only does IMC improve image, but it can also
effectively increase revenue(s). Ultimately, if IMC is executed correctly, it can help a company
save money while positively influencing consumer and customer behavior. In order to reach our
target audience of male and female consumers between the ages of 16 and 35 (Millennials and
Generation Z), the three primary categories of IMC tools we will be using are promotions, public
relations, and direct marketing. They will all work towards promoting our core competitive
advantages of affordability, zero commercials, and diversity of content offered.

Promotions

Promotions are incentives to purchase a product or service; while they can inform about the
brand, they mostly work to persuade. They play an essential role in influencing consumers’
purchase intent. The promotions explored below – price deals, coupons, sampling, and
interactive promotions – will help increase the purchase intent of our target audience. Because
Netflix is an online streaming service, our promotions will primarily be offered online. Some
may be sent out through direct mail in an attempt to reach non-heavy internet users. Regardless
of the channel of delivery, the message of our promotions will remain simple.

Price Deals

Cents Off Deal

Netflix offers three price plans: $7.99 per month for 1 screen, $10.99 for 2 screens, and $13.99
for 4 screens. The standard price is $10.99; we will strategically offer the cents off deal on this
fee, because it is the most popular. We will pick a month at random to offer new and current
customers 20 percent off of one month’s fee, dropping the charge to $8.79.

Price-Pack

In order for us to offer a price pack promotion (including a completely different product with our
own) we will collaborate with a prominent snack brand, such as PepsiCo/Frito-Lay or Conagra
Foods. When a new customer signs up for any one of our monthly plans, a small gift basket of
popcorn and chips will be sent to them through direct mail. This, of course, will help allow them
to enjoy streaming our service! Current customers will also be given the option to participate in
this deal; if they upgrade their plan for one month only (no-commitment), they will receive the
gift as well.

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Bonus Packs

Bonus packs typically offer a bit more of the product without the expense. It would be difficult
for Netflix to do this, because we do offer unlimited streaming for set prices. However, as stated
above, the number of screens offered for different plans increases by 2s. For one month, we
could offer one extra screen to new customers (regardless of which package they purchase).
Again, this could be offered to any current customers interested in upgrading for one month, free
of commitment.

Banded Packs

Banded packs offer the product in bulk at a more affordable price. Netflix has never offered a
yearly pricing plan in the past, because of the potential issues with customers wanting to cancel
their subscriptions. It wouldn’t be feasible for us to offer our service in any bulk quantity (i.e. 4
months, 6 months, etc.), because we wouldn’t be able to offer refunds, and we wouldn’t want
any customer to feel trapped or cheated if they could no longer afford the service.

Coupons

Instant redemption coupons

Instant redemption coupons are typically offered on tangible products sold in stores, however,
for our service we can offer a promo code (for a cents off deal) at the time of purchase. This
instant redemption “coupon” will be offered to new customers only, within their first month of
purchase.

Bounce-back coupons

Bounce back coupons are deals that accompany the product/service, and that once it is
purchased, the deal can be used on the customer’s next purchase. Because we are a monthly
subscription service, where customers are continuously billed, we wouldn’t be able to offer a
bounce back coupon offering a free month of the same plan. However, we could send our
customers – after they sign up, of course – a free month coupon for our additional expense DVD
plans.

Scanner-delivered coupons

Scanner delivered coupons are given to customers after their purchases are made in stores; they
offer deals for competing brands also sold within the same retailer. Because our service is not a
retail product, we will not be offering these coupons.

Cross-ruffing coupons

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Cross-ruffing coupons are similar to bounce pack coupons in that they must be used at a later
date, and they must be used on a different product offered by the brand. In our campaign, our
bounce back and cross-ruffing coupons will overlap with each other, offering the same deal. In
addition to the free month DVD plan, our cross-ruffing coupons will offer cents off deals on
merchandise such as branded tee shirts, water bottles, backpacks, etc.

Response offer coupons

Response offer coupons require consumers/customers to contact the company in order to receive
the deal. We will include a toll-free number to call in our various print/digital ads, and if the
caller answers a brief survey, they will receive a 50 percent off deal (promo code) that they can
use for any month or plan of their choice. This high discount and flexible deal is meant to thank
the consumer/customer for their time and support, as most people to do not enjoy answering
surveys.

One-off coupons

One-off coupons are similar to bounce back and cross-ruffing coupons, except they don’t
necessarily need to be used at a later date, they can be used during the very next purchase (even
if it’s a couple of minutes later). Our one-off coupons will be different than the deals described
above; when a new customer signs up for any of our plans, they will receive a coupon saying
that with an entirely different subscription plan purchased (likely a different consumer), that
customer will receive 2 extra screens free of cost for an entire year. We hope that these
customers would give the deal to their close friends or family.

Sampling

In-store distribution

In-store distribution sampling is the most common form of sampling. Tangible products,
typically food, are given out to consumers in person. They may also be given a coupon
accompanying the sample. We will sample our service in department stores by having our
original content play on display televisions/entertainment systems. Our brand logo and
description will clearly be shown either on a nearby TV or sign. In each store, we will choose
one specific episode to play on a continuous loop, this way a consumer can’t just sit and watch
an entire season without paying for the service.

Direct sampling

Direct samples are sent through direct mail or delivered door-to-door. In order to share our
content offered online, we would have to send around street-teams carrying devices and offering
to let the consumers watch film/show clips. This would be expensive, and probably wouldn’t see
a very high response rate. We will, however, send out DVDs to random consumers; this will help
promote both our DVD plans and our typical streaming plans.

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Response sampling

Response samples, like response coupons, are sent to consumers that contact the brand in
response to an ad. For the consumers who contact us for samples, we will either send them a
random DVD through direct mail or a sample film/tv clip through email, depending on their
request/preference.

Cross-ruff sampling

Cross-ruff samples are similar to price-pack promotions; two different products from the same
brand are packaged together before being given to the consumer. Because we can’t send both a
DVD through direct mail and a sample clip through email together as a sample, our cross-ruff
samples will include a DVD and a tee shirt.

Media sampling

Media sampling means the product/service is included in the outlet. The only form of media
sampling we can utilize in our campaign is sending out short film/tv clips through email.

Professional sampling

Professional samples are given to consumers through professional industries, i.e. when a dentist
promotes a certain brand of toothpaste/mouth wash or when a dermatologist recommends a
specific lotion. We will not be using this method of sampling, because we cannot argue with any
professionals that our service fulfills any physiological needs.

Selective sampling

Selective samples are given out in person, like in-store distribution, except these samples are
only given out at special events. We will give out selective samples (whether they be DVDs or
the mini-clips playing on TV screens) at small movie premiers, comic-cons, and press tours (for
our original content).

Interactive Promotional Campaign

Because Netflix isn’t a product or service that can be sold in the retail industry, we heavily rely
on social media to interact with our customers and potential consumers. We know that many of
our customers have certain quirky personalities, and we try to adapt these, especially when
posting online. This is why social media will inevitably be involved in our interactive
promotional campaign. Our campaign, “Find the Lookalike,” will be a combination of a
scavenger hunt and online photo contest. We will send street teams – most likely just individuals
– to cities all across the U.S. These individuals will be dressed as well-known characters from
both our original and non-original content. Consumers and customers will be encouraged to take
photographs and post them online with the hashtag #Netflixlookalike.

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Campaign Objectives

• To promote Netflix and raise awareness of the diversity and popularity of our content.
• To actively engage both consumers and customers, while affecting our brand image.
• To increase the purchase intent of consumers.
• To increase word of mouth and customer generated content.
• To offer promotions/discounts to those who participate in the contest.

Campaign Strategies

We will use all social media platforms – Facebook, Twitter, Instagram, Tumblr – in order to
reach the widest range of consumers and customers. We find it essential that promotions will be
awarded to both consumers and customers who participate in the contest. This is to show that we
aren’t favoring one group over the other; more importantly, we aren’t just promoting our service
to gain revenue, but we are strengthening our relationships with our current customers. The
campaign will run for 3 months and will have 10 different winners, 5 of which will be chosen
based on quantity of likes on their photos, and 5 of which will be chosen based on quantity of
characters/lookalikes that they find. They will be awarded with a variety of promotions at
random, such as a free month of our DVD plan, 50 percent off their next subscription plan, etc.

Sending out these individuals dressed as prominent characters will inevitably create some kind of
buzz and has the potential to reach various audiences. Fans of the shows will be excited to see
these characters, reacting in a positive way. If they are already Netflix customers, they will be
highly inclined to participate. If they are just consumers, they will be encouraged to purchase the
service. Consumers who won’t recognize the characters will still be intrigued. They may still
want to participate in the contest just to post something cool on social media. They will become
informed about our brand and encouraged to purchase it as well.

Public Relations

Public relations must be conducted effectively in order for advertising to be successful. It adds
the human-interest component to sales that marketing doesn’t. Our public relations tools will be
less geared towards promoting our competitive advantages, influencing purchase intent, and
more geared towards strengthening our corporate image and influencing brand perception. In
order to do this, we will show more of who we are and what we do as a company (our values and
personality), aside from the top streaming service we offer. More importantly, we will connect
what we do to consumers and our customers through both logical and emotional appeals. A few
of the public relations tools we will be using for this campaign are online videos, corporate
advertising, event marketing, and media tours. These tools will be reaching various publics aside
from consumers and customers, including local communities, government, shareholders, the
media, etc.

Online video

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We will create a series of short online videos that follow individuals throughout their daily
routines; primarily, these videos will feature Netflix employees, but they will also feature
celebrities. It is important for us to let consumers and customers view the internal components of
the company; they can see how our employees work with each other, what they do to better the
consumer experience, how they work towards the company’s values as well as the consumers’
values, and so much more. These videos won’t just use logical appeal, they will also use
emotional appeal. They will be comedic; the Netflix employees will be their unusual, interesting
selves, allowing the consumers to really relate to their personalities. The celebrity endorsement
videos will be similar, following each celebrity through their daily routine – as natural as
possible. Each of these videos will end with said celeb plopping down on their couch or bed in
front of Netflix.

Corporate Advertising

Because we are huge on diversity and equality, even introducing some relatively controversial
content to our platform, we will be supporting causes for both gender and racial equality, such as
the Time’s Up movement. This speaks true to our values and it’s how we wish to present
ourselves to consumers. Time’s Up, a.k.a. the #MeToo movement, is especially important to us
being in the entertainment industry. For these causes, we will run human interest pieces online
(through our social media) and within print brochures and catalogs. We will also present
customers with the option to increase their monthly fees by 5 or 10 percent to donate towards
these causes.

Event Marketing

The special events we will host for this campaign will be small movie/show premiers. Special
events provide a tangible experience for the consumer to connect with their brand perception.
They also show the effort that we, or any company for that matter, will take to become more
acquainted with our customers. Event marketing is a strong tool for us to utilize, because it
allows for this face-to-face interaction, product/service promotion, and opportunities to collect
consumer data. The premiers we will host will be held at local colleges, universities, malls, and
community centers. These locations will be strategically chosen to reach our target audiences.
The purpose of these events is to show that with Netflix, consumers are able to have movie
theater quality entertainment in the comfort of their own home.

Media Tour

Media tours are a great way to communicate with various publics all at once. While they are
typically informative – for the purpose of the media to report on – they can also be quite
entertaining. Because entertainment is what we do best, our media tours will be unique and
attention grabbing. We will be running various media tours with both our executives and actors
and actresses from some of our most popular shows, documentaries, and films. While many of
the conferences will just feature a few individuals, a huge part of this tour will be two specific
conferences (one on the east coast, one on the west), in which these stars, writers, directors, and

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Netflix employees are all brought together. Not only will these events make for great buzz, they
will show that everyone who works at Netflix gets along well.

Interactive Public Relations Campaign

Our interactive public relations campaign will be another contest; we will utilize controlled
(controlled by the brand), uncontrolled (controlled by the medium), and semi-controlled media
tools to reach our audience(s). This is because we want to influence perception, cognition,
association, behavior, persuasion, and emotion equally.37 In collaboration with our online videos
and our media tour, we will host a fan-made video contest. Consumers will be asked to submit
short videos similar to our own series (described above). The top three winners will be chosen
and invited to our final conference on the media tour in New York City. Campaign Objectives

 To strengthen our corporate image and brand reputation.

 To influence brand perception amongst all publics.
 To increase word of mouth marketing, allowing our customers to market the brand however
they choose.
 To build close relationships with our customers.

Campaign Strategies

The controlled tools we will use to promote and inform about the contest are flyers, posters, and
magazine ads; these will be disseminated in print and online. The uncontrolled tools we will use
are news releases and radio/TV commercials; these will likely double the reach of the controlled
tools. Of course, semi-controlled media – social media and word of mouth – will play a huge
part in the contest. When customers see other customers making their videos, they will be
encouraged to participate too, inevitably resulting in a lot of buzz. These fan-made videos should
follow the customers throughout their daily regimen, portraying how and why Netflix fits into
their schedule. The purpose of this interactive public relations campaign is to highlight why
customers prefer Netflix – its personalities and its values – over other entertainment platforms.
Their word will provide other consumers with proof and reassurance.

Direct Marketing

The direct-marketing industry focuses primarily on research and database building. Its main tools
are catalogs, direct mail, telemarketing, direct-response advertising, the internet, and social
media. In this Netflix campaign, we will be using catalogs, direct marketing, direct-response
advertising, and mobile marketing strategies. Our goal in using these tools is to directly send
sour messages to our target audiences. Since our target audiences are teenagers and young adults,
we will fit these tools in modern preferences to our audience.

37
Moriarty, Mitchell, Wells. (2009). Advertising: Principles and Practices. Pearson.

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Catalogs

Catalogs are multiple-page publications of brand specific merchandise directed to a company’s

targeted audience via the internet or through mail. Mailing is our preferred method of
dissemination catalogs, because they are tangible; when consumers receive them online, they are
more likely to not look at them at all. Many people claim that the internet, specifically
ecommerce, will decrease the number of catalogs sent through direct mail, but we disagree. We
will design a four-page booklet which will include our logo, brand mission, and infographics of
all our services/plans. We will also include copy and graphics of the diverse content we offer, as
well as a brief human-interest piece about a company executive. The back page will feature a
group of friends sitting on the couch watching a Netflix show, which will appeal to the younger
segment of our target audience.

Direct Response Marketing

Direct response marketing is designed to kindle a sale directly. The consumer can respond to a
company through telephone, mail, or internet in order to learn more about the product or service.
We will include a telephone number in our tools, so that people who view our catalogs can
contact us directly. In addition to the main number, we will provide different extensions in which
popular TV show and movie “characters” (our employees) will answer the call. Customers who
call will automatically receive a 2-month free trial using Netflix instead of the typical 1-month
free trial. To make things more interesting, if the Netflix employee breaks character at any time
during the call, the caller will receive an extra month free.

Direct Response Advertising

We will use broadcast commercials in addition to our print ads, to assure we get the widest reach
possible. To make the commercial appealing to our audiences, we will pick a well-known and
influential celebrity to endorse us, such as Taylor Swift. She is well-known for dating and
dramatically breaking up; she is also portrayed as the perfect woman that many teenagers and
young women admire. Most of our target audience won’t flip the channel when seeing this
commercial. Taylor will be talking about her nonstop working day with writing and making
songs, interviews, concerts, etc. At the end of the day, she will come home to finally relax by
watching her favorite show on Netflix. We will first have Taylor flipping through the TV shows,
so viewers can see some of our popular content options. Fans of celebrities like to copy and
imitate their idol, so when teenagers watch Taylor Swift on TV watching Netflix, it will
encourage them to sign up with Netflix too.

Mobile marketing

Mobile marketing is primarily conducted on smartphones and tablets. It includes instant

messaging, video messages and downloads, and banner ads on websites. On smartphones and
tablets, we will use an ad pop-up during games and music streaming, which will then place a
cookie on websites the consumers visit. This will make it so that our pop-up ad will follow the
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consumer online. Also, it helps us to direct our pop-up ad specifically to the consumer’s interest.
If they google a favorite actor/actress of theirs, we could advertise certain movies and TV shows
that this actor/actress is in that’s on Netflix. We can also send text messages and emails about
exclusive deals that our part of our campaign.

Interactive Direct Marketing Campaign

An advantage of direct marketing is that the messages can be highly personalized towards our
customers. It is also a quick and fast way of sending information back and forth between
consumers and the company about what is and isn’t working. This makes is easier for us to make
changes and improve our strategies in a timely manner. We will email a survey out to everyone
on our mailing list and based on their answer, we will create a poll and have people vote “yes” or
“no” about whether we should act on what our consumers want.

Campaign Objectives

 To gain and collect data about what we can and should be doing to better please our
customers.
 To increase brand awareness through word-of-mouth.
 To increase consumer preference over other entertainment companies and platforms.

Campaign Strategies

We will ask questions such as…

 “Do you enjoy using Netflix?”

 “Are you happy with the selection of movies and TV shows that you have to choose from?”
 “Please, list some movies and TV shows you would like to watch on Netflix that we don’t
already offer.”

This last question is the most important to ask, because depending on what their answers are, we
can then create follow up polls and have people vote whether or not we should try to make a
contract with the company of the movie or TV network. When a movie or TV show receives
enough votes, then we will proceed into action. The voting aspect of this interactive campaign
would spread like wildfire amongst our customers, specifically via word-of-mouth. This would
increase our number of customers, because other entertainment companies don’t offer the same
features in their monthly payment package. In addition to this, we will not raise the monthly fee
for this reason, so the customers will not feel cheated.

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46
 Print Ads/ Banners

By: Andrea Aponte & Elizabeth Lawlor

TV Commercial/ Script &

Storyboard

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 Netflix Advertising Copy

Direct Action Headlines

Assertions

1. “Netflix will entertain you like you’ve never experienced before.” - Sarah Galzerano
2. “NETFLIX: The #1 streaming service for binge-warriors.” - Andrea Aponte
3. “NETFLIX: Where entertainment begins” - Brian Bechtel
4. “Netflix will change the way you watch movies and TV.” - Jyoti DiClemente
5. “Subscribe to Netflix and you’ll feel the freedom of commercial-free streaming.” - Elizabeth
Lawlor

Command

1. “Don’t let commercial breaks ruin the suspense.” - Sarah Galzerano

2. “Watch Netflix to enjoy the new and old entertainment!” - Andrea Aponte
3. “The endless journey through entertainment begins with Netflix” - Brian Bechtel
4. “Let Netflix motivate you through the work day.” - Jyoti DiClemente
5. “Enjoy the ultimate television and movie watching experience. Enjoy Netflix.” - Elizabeth
Lawlor

How To

1. “Dying to catch up on your favorite show from years ago?” - Sarah Galzerano
2. “Wondering what to watch this weekend? Netflix is the best source for tv shows and
movies.” - Andrea Aponte
3. “How do you pass the time? Netflix.” - Brian Bechtel
4. “How do you want to watch a movie? HD or HD?” - Jyoti DiClemente
5. “Never again worry about choosing your next favorite show. Let Netflix do the work with
content recommendations based on your viewing habits!” Elizabeth Lawlor

News Announcement

1. “We won’t let poor connection get in your way. Now you can download your favorite films
and series, at no extra cost!” - Sarah Galzerano
2. “Stay up to date with Netflix’s monthly releases!” - Andrea Aponte
3. “New Netflix originals releasing every week!” - Brian Bechtel
4. “Netflix: find your scandalous shows for adults and movies for children all in one place.” -
Jyoti DiClemente
5. “Subscribe to Netflix now to get access to exclusive Netflix originals; new content every
month!” - Elizabeth Lawlor

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Indirect Action Headlines
Puzzles

1. “Are you still watching?” - Sarah Galzerano

2. “Have you seen our new Originals?” - Andrea Aponte
3. “What are your priorities?” - Brian Bechtel
4. “Why pay for commercials on TV, when you can watch commercial-free?” - Jyoti
DiClemente
5. “Enjoying Netflix? Rate Us!” - Elizabeth Lawlor

Associations

1. “Netflix is TV for the new generations.” - Sarah Galzerano

2. “Reward yourself with a Netflix break.” - Andrea Aponte
3. “Be in the now. Be with Netflix” - Brian Bechtel
4. “Generation Z is all about Netflix.” - Jyoti DiClemente
5. “Netflix: movies and shows for those on-the-go” - Elizabeth Lawlor

Blind Headlines

1. “We’re any kind of friend you need.” - Sarah Galzerano

2. “Come join us on the couch!” - Andrea Aponte
3. “The future has arrived” - Brian Bechtel
4. “Netflix can cheer you up any time, any day.” - Jyoti DiClemente
5. “Become a streaming content king…” - Elizabeth Lawlor

Jingles and Slogans

Parallel Construction and Repetition

1. “Click, binge, cry, repeat.” Sarah Galzerano

2. “One click away from watching the flick of a lifetime!” - Andrea Aponte
3. “Eat, Pray, Love, Netflix” Brian Bechtel
4. “Scandal, heartbreak, fighting, love…” - Jyoti DiClemente
5. “Work Hard, Watch Harder.” - Elizabeth Lawlor

Unexpected Phrases

1. “Enter a new world.” - Sarah Galzerano

2. “Have you ever wanted to be in control?” - Andrea Aponte
3. “Join the worldwide phenomenon” - Brian Bechtel
4. “Learn how to lose yourself like an expert.” - Jyoti DiClemente
5. “Discover your deepest curiosities and desires.” - Elizabeth Lawlor

49
Alliteration

1. “Netflix: Procrastinate Passionately.” - Sarah Galzerano

2. “Cut crappy commercials out of your life!” - Andrea Aponte
3. “Netflix never ends” - Brian Bechtel
4. “Fall for your forever celebrity crush.” - Jyoti DiClemente
5. “Subscribe. Sit down. Say ‘ahhh’.” - Elizabeth Lawlor

Rhyming

1. “One show? Too slow. Night’s a bore? Watch more!” - Sarah Galzerano
2. “Chill with us to kill some time!” & “Gen. Z is commercial free!” - Andrea Aponte
3. “Get your fix on Netflix” - Brian Bechtel
4. “Lean Against the Wall. Walk Down the Hall. Run into another Call.” - Jyoti DiClemente
5. “Adulting is hard: Get that car fixed, then watch Netflix!” - Elizabeth Lawlor

Cueing for Product

1. “Make a date with Netflix.” - Sarah Galzerano

2. “What’s a marathon movie night without Netflix?” - Andrea Aponte
3. “Where your buck goes the farthest in entertainment. Netflix.” - Brian Bechtel
4. “Don’t suck on a life saver. Watch one.” - Jyoti DiClemente
5. “Netflix: your weekend is booked solid.” - Elizabeth Lawlor

Direct Address

1. “Be in control of what you watch, when you watch it, and where.” - Sarah Galzerano
2. “Netflix is the stress-free entertainment you deserve.” - Andrea Aponte
3. “Netflix. Where you discover your destiny” - Brian Bechtel
4. “Netflix is what combines what you want and what you need.” - Jyoti DiClemente
5. “On demand viewing to watch what you want anytime, anywhere.” - Elizabeth Lawlor

50
51
By: Andrea Aponte

52
llllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll

53
Dominant Type
54
;lkjjhljkhlkjhlkjhlkhjlkjhjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjj
jjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjj
jjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjjj\jjjjjjjjjjjjjjjjjjjjjjj
jjjjjjjjjjjjjjjjjjjjjj

55
Grunge

56
57
58
Netflix
: 60 TV
“What Should I Watch”

VIDEO:
OPENS IN A POV
CAMERA POSITION ON
THE COUCH FACING A
TELEVISION.

SFX: SOFT UPBEAT

POP MUSIC IN THE
BACKGROUND.

AUDIO:
TOM: What should I
watch today?

VIDEO:
CUT TO CU TO THE
TELEVISION WITH
THE NETFLIX
CATEGORIES

SFX: SOFT UPBEAT

POP MUSIC
CONTINUES.

AUDIO:
TOM: There are so
many options? Where
do I even begin…?

59
VIDEO:
EXTREME ZOOM IN
WARPED SCENE.

SFX: ZOOM WITH

LIGHT YELLING.

AUDIO:
TOM: Wow!

VIDEO:
CUT TO LS IN AN
AISLE.

SFX: SOFT
CLASSICAL MUSIC
WITH LIGHT CHATTER
ON TOP.

AUDIO:
TOM: What? Where
am I?

VIDEO:
PAN L TO THE CAST
OF ORANGE IS THE
NEW BLACK.
SFX: SOFT
CLASSICAL MUSIC
CONTINUES WITH
SLIGHT YELLING.

AUDIO:
MICHAEL: Hey!
Catch up on us. We
are about to
release a new
season.

60
VIDEO:
QUICK PAN R TO
STRANGER THINGS
CAST FUMBLING
AROUND.

SFX: SOFT
CLASSICAL MUSIC
CONTINUES WITH
SLIGHT YELLING.

AUDIO:
FINN: No! Watch
us. We already
released a new
season.
VIDEO:
PAN L TO BOB’S
BURGERS CAST.

SFX: SOFT
CLASSICAL MUSIC
CONTINUES WITH
SLIGHT YELLING.

AUDIO:
BOB: Do not bother
with those shows!
You need comedy,
and we are the
perfect option.

61
VIDEO:
CUT TO MS OF MAIN
ACTOR BEING
CONFUSED.

SFX: SOFT
CLASSICAL MUSIC
WITH CHATTER IN
THE BACKGROUND.

AUDIO:
TOM: I Still do
not know what to
watch. What do I
do now?
VIDEO:
CUT TO MS OF A
HELP DESK FOR
RECOMMENDATIONS.

SFX: SOFT
CLASSICAL MUSIC
CONTINUES.

AUDIO:
LINDA: Hello! Do
you need help
deciding what to
watch?
VIDEO:
CU SHOT TO SHOW
RECOMMENDED
CONTENT FOR THE
VIEWER TO WATCH.

SFX: SOFT
CLASSICAL MUSIC
CONTINUES.

AUDIO:
LINDA: Here are
the best options
based on what you

62
have previously
watched.

VIDEO:
MS OF RECOMMENDER
AND MAIN ACTOR
SHAKING HANDS.

SFX: SOFT
CLASSICAL MUSIC
CONTINUES.

AUDIO:
TOM: Thank you so
much. THANK YOU SO
MUCH!
LINDA: No problem.
Enjoy the show.
VIDEO:
QUICK CUT TO POV
ANGLE BACK ON THE
COUCH IN LIVING
ROOM WITH NETFLIX
SHOW ON.

SFX: SOFT UPBEAT

POP MUSIC IN THE
BACKGROUND.

AUDIO:
TOME: Let us do
this.
VIDEO:
CUT TO SLOW ZOOM IN
ON NETFLIX LOGO IN
SUPERTITLE.

SFX: UPBEAT POP

MUSIC.

AUDIO:
ANNCR (VO): Netflix
is always your best
friend.

63
64
 Group Project Proposal for Netflix Campaign

Brand: Netflix

Group Members:
Sarah Galzerano (Coordinator)
Elizabeth Lawlor
Brian Bechtel
Andrea Aponte
Jyoti DiClemente

Brand Introduction

We chose Netflix as our national brand, because we are all customers (some loyal customers)
and were quick to recognize its competitive advantage over other streaming services. Like any
brand, it took time for Netflix to become the massive streaming service that it is today.
Established in 1997 by Reed Hastings and Marc Rudolph, the company initially offered DVD
rentals, which competed with the since-closed Blockbuster.38 Its first monthly subscription
opportunity was offered in 1999.39 In 2007, watch now/streaming was introduced, but at first, it
wasn’t very popular.40 At the time, customers had to pay for each hour streamed, so what you
could watch was limited depending on what you were willing to pay. Studies show that the
average Netflix customer streams about 58 hours per month, and, while in 2007, customers were
offered around 1,000 titles to watch, now, they are offered well over 6,000.43 Streaming far
surpassed DVD rentals by 2010, and with hopes that rentals would eventually become obsolete,
Netflix launched their first original series in 2012.41 This eight-part series was called
Lilyhammer; contrary to popular belief, the 2013 launch of House of Cards was not the first
Netflix original. Other successful original titles include Orange is the New Black, Narcos,
Stranger Things, Master of None, and many more.

It’s fairly well-known that Netflix doesn’t rely heavily on advertising, or the subsequent
expenses, nearly as much as other brands do. So, creating advertisements for this brand presents
our group with an interesting challenge. As of 2017, the brand claimed to be the world’s favorite
online entertainment service with over 109 million subscribers.42 According to Adweek,
consumers prefer Netflix over other streaming services because of the diversity of the content
and the lack of pesky commercial breaks.43 Adweek also shares that around 20 percent of Netflix

38
CNN Staff. (2014). A Brief History of Netflix. CNN Entertainment. Retrieved from
http://www.cnn.com/2014/07/21/showbiz/gallery/netflix-history/index.html
39
Ibid.
40
Youn, S. (2017). Why People Hated Netflix When Streaming Launched. Thrillist. Retrieved
from https://www.thrillist.com/entertainment/nation/netflix-history-streaming-in-2007 43 Ibid.
41
CNN Staff. (2014). A Brief History of Netflix.
42
Netflix Team. (2017). About Netflix. Netflix Media Center. Retrieved from https://media.netflix.com/en/about-netflix
43
Lynch, J. (2015). Here’s Why Consumers Love Netflix More Than Amazon and Hulu. Adweek.
Retrieved from http://www.adweek.com/tv-video/here-s-why-consumers-love-netflix- more-
amazon-and-hulu-165547/
65
customers believe the service will eventually replace all traditional entertainment platforms.44
Netflix spends most of its marketing efforts allowing customers to become immersed in the
universe of its shows.45 Because of this personal connection/relationship, a lot of the brand’s
advertising is through word of mouth and fan-generated content. Our mission is to promote a
brand that has seen this increase in popularity over the past decade and an incredible increase in
virality and uniqueness over just the past few years. Our main strategy will be to promote
Netflix’s competitive advantage(s) in comparison to other popular streaming services. We will
do this by highlighting the various perks that the brand has become well-known for, specifically
amongst young adult audiences such as Millennials and now part of Generation Z.
Ad Critique
Ad Campaign 1

The “Netflix is a Joke” campaign was

launched in 2017. Most of the billboards
and digital signs displayed just those few
words in a minimalistic style; others
included the faces of famous comedians,
providing a greater hint to what message
was trying to be sent. Ultimately, they
were meant to promote new stand-up
comedy specials that were being added
to Netflix’s streaming content. The
public was unaware of what these
advertisements meant until the night of the Primetime Emmy Awards, when a new Netflix
commercial was released. The commercial included the “Netflix is a Joke” slogan and featured
comedians such as Jerry Seinfeld, Ellen DeGeneres, Chris Rock, and Dave Chappelle46. The
campaign generated a lot of buzz on social media, because the concept of it was so mysterious
and left people wanting to know more. However, it also created a lot of confusion. Many people
tweeted about the billboards, and some even though they may be an attack ad launched by
competitors.47 Netflix officials should have mentioned that the billboards were their own, but
they hesitated to own up to it publicly or online.51 The campaign was excellent at creating
interest and keeping the public guessing. However, it might have been a stronger campaign if the
billboards would have included just a subtle hint of brand sponsorship – then other companies
wouldn’t have been dragged into the debate. In addition to this, some bloggers found the ad
content to be unoriginal.

44
Ibid.
45
Williams, D. (2017). 4 Content Marketing Lessons to Learn from Netflix. Entrepreneur. Retrieved
from https://www.entrepreneur.com/article/294050
46
Holloway, D. (2017). ‘Netflix is a Joke’ Ad Unveiled During Emmys. Variety. Retrieved from
http://variety.com/2017/tv/news/netflix-is-a-joke-ad-meaning-emmys-1202561766/
47
Connellan, S. (2017). Giant Billboards Claim 'Netflix is a joke,' and Netflix Probably Posted
Them. Mashable. Retrieved from http://mashable.com/2017/09/06/netflix-is-a-
joke/#J_iYddDBtmqn 51 Holloway, D. (2017). ‘Netflix is a Joke’ Billboards Appear in New York,
Los Angeles. Variety.
Retrieved from http://variety.com/2017/tv/news/netflix-is-a-joke-billboards-1202548199/
66
Ad Campaign 2

Before the 2016 release of Gilmore

Girls: A Year in the Life, Netflix ran a
campaign where the ads were most
prominent on social media. They also
created a website for the town in which
the show takes place, Stars Hollow. Just
the announcement and series trailer alone
resulted in a ton of buzz. A particularly
interesting form of advertising used
during this campaign were pop-up shops
of the beloved Luke’s Diner. The popups
were located in local coffee shops in
over 200 towns across the U.S. and
48
Canada, and they lasted for around half of a day. Netflix announced that these pop-ups would
be occurring just a couple of days before they actually did, leaving fans scrambling to get to the
nearest pop-up location. At each shop, the first 200 customers were provided with free coffee,
and some lucky customers won a free three-month subscription to Netflix.49 There were many
strengths to this advertising technique, which was a perfect example of how Netflix immerses its
consumers into the worlds of shows. Of course, these local business partners benefited greatly,
not only monetarily, but from being “tagged” on social media. Because it wasn’t announced too
far in advance and lasted such a brief time, it created a very positive shock value. Even those
who weren’t necessarily fans of the show or even Netflix customers had the chance to win prizes
and were definitely introduced to the brand. The only downfall of the pop-ups, and minor at that,
was that some local coffee-drinkers may have been turned off by the crowd.

Ad Campaign 3

48
Main, S. (2016). Netflix brings Gilmore Girls to Life with Luke’s Diner Pop-Ups. Adweek.
Retrieved from http://www.adweek.com/tv-video/netflix-brings-gilmore-girls-life-lukes-
diner-pop-ups-173875/
49
Main, S. (2016). Didn’t Catch NYC’s Gilmore Girls Coffee Shop Pop-up? Here’s What You Missed.
Adweek. Retrieved from http://www.adweek.com/tv-video/didnt-catch-nycs- gilmore-girls-coffee-shop-
popup-heres-what-you-missed-173910/
67
When Netflix first launched its services in France in 2014, it started an outdoor GIF campaign
with responsive digital signage from various shows, including The Blacklist, Orange is the New
Black, and Bojack Horsman. Out of the 100 different GIFs displayed, some responded in
realtime – even to the weather.50 The GIFs
were also relevant to current events. A
dedicated team from Ogilvy & Mather
Advertising Company was dedicated to
updating the GIFs constantly in order to stay
as relatable as possible. This ad campaign is
the most traditional form of advertising
conducted by Netflix that is discussed in this
paper, and it is obvious that the brand has
made strides in their marketing techniques
(to the point where they have to put little
effort into doing so). For the most part, there
were no complaints about the ads, and they
received a decent amount of attention. GIFs
are a relevant and fun part of our technology
usage, and most people enjoy them. For
those who find them to be overused, they may not have enjoyed this campaign. However, as
Adweek author Tim Nudd points out – it is difficult not to notice them!51

Group Introduction
Sarah Galzerano
Elizabeth Lawlor
Brian Bechtel
Andrea Aponte
Jyoti DiClemente

As the coordinator of this project, I will effectively lead the group throughout the semester until
the completion of this project, and I will assure that the end product is top quality. I have natural
leadership skills, and I will be quick to delegate responsibilities. I will remind the group
members of due dates and other essential aspects of the project. I am always willing to help
others if they do not fully understand the assignment. If I notice that a group member is not
contributing to the workload, I will discuss it with them; if the issue cannot be resolved, I will
personally make sure that the work is completed. Ultimately, I plan for all of us to be able to
walk away from this project with an impressive portfolio.

50
Nudd, T. (2014). Netflix’s Fun Outdoor Ads Use 100 Awesome GIFs From Shows and Movies. Adweek.
Retrieved from http://www.adweek.com/creativity/netflixs-fun-outdoor-ads- use-100-awesome-gifs-shows-
and-movies-161106/
51
Nudd, T. (2014). Netflix’s Fun Outdoor Ads Use 100 Awesome GIFs From Shows and Movies.
68
Division of Labor
Full Name of Description of Notes Group Due Date
Group Members Assignment

Sarah Galzerano & Report Part One: The Required

Brian Bechtel Consumer Audience 2/16/Friday

Jyoti DiClemente & Report Part Two: The Required

Andrea Aponte Advertising Media 2/16/Friday

Brian Bechtel & Report Part Three: Required

Elizabeth Lawlor The Message 3/23/Friday
Strategies

Sarah Galzerano & Report Part Four: The Required

Jyoti DiClemente IMC Tools 3/23/Friday

Brian Bechtel, Copy Writing Required

Sarah Galzerano, 3/26/Monday
Andrea Aponte,
Elizabeth Lawlor,
& Jyoti
DiClemente

Andrea Aponte & Print Ads Required

Elizabeth Lawlor 3/26/Monday

Andrea Aponte TV Commercial/ Required

Script& Storyboard 3/26/Monday

Elizabeth Lawlor Online Banners Required

3/26/Monday

69
70
 5/7/2018

Table of Contents
The Consumer
Cons
onsum
sumer
er Audience
Au
A di
dience
dienc TThe
Th
he A
Advertising
dvertising
dvertisi Me
ising M
Medi
Med
Media
edia The
he M
Message
eessag
ssag
s e Str
Strategies
trategi
ate
tegi
egiies
e The IIMC
MC Tools
Tooolss

Ad Co
Copy Print
int
ntt Ads
Ads Leade
Lea
Leaderboards
eade
ade
deerboar
oaardss
ooar Skyscraper
Skys
Skyscrapers
pers

Intro. to Advertising COMM 2405

Script
Scrip
crip
rip
ippt & Storyboard
Sto
tory
toryb
oryboard
arrd
ard
rd 1
4/25/2018
Sarah Galzerano, Brian Bechtel, Andrea Aponte, Elizabeth Lawlor, Jyoti DiClemente

SWOT
Brand Introduction
Netflix is an online streaming service in the international Strengths
entertainment industry. ● low cost in comparison to cable TV
● original and outside content
1997: established by Reed Hastings & Marc Rudolph ● diverse content in large quantity
● commercial free HD streaming
1999: first monthly subscription service offered Part 1: The Consumer Weaknesses Part 1: The Consumer
● content isn’t up to date
2007: watch now/streaming introduced
Audience ●
●
extra fee for DVD rentals
services are limited in several countries Audience
2010: streaming surpassed DVD rentals Opportunities
● add more updated content
2012: launch of first original series ● offer more of the same content internationally
Threat
2017: world’s favorite online entertainment service with over 117
● keeping up with the cost and content of competitors
million subscribers
● the expense of licensing rights

Goals & Objectives Cultural/Social Influences

To promote features that contribute to competitive advantage,
such as low price and diversity of content.
Values: honesty, loyalty, & individualism
To stimulate desire for entertainment, influence preference over
similar services, and increase purchase intent. Consumer core values: excitement, fun & enjoyment, self-
Part 1: The Consumer fulfillment, sense of accomplishment, sense of belonging Part 1: The Consumer
Target Audience Netflix has helped to create the societal norm of “binge-
Males and females between the ages of 16 & 35 (Millennials and
Generation Z) from any cultural background or social class. College Audience watching.” Audience
students are our primary subculture.
An important subculture we strive to influence is the
workaholics/overachievers.
Positioning Statement
Family is one for the most prominent reference groups for Netflix.
“Netflix: the leading online entertainment service, streaming more
all of your favorites with fewer no commercials.”

1
 5/7/2018

Psychological Influences Behavioral Influences

Netflix fulfills consumer wants and acquired needs, such as
belongingness, ego needs, and self-actualization needs.
Motivations: diversity of content offered, need for immediacy and
affordability
Part 1: The Consumer
Attitudes & Values: pleasure, comfort, excitement, innovation,
wisdom -- spending long periods of time watching TV/films
Audience
Netflix has the personality of the fun-loving, caring, and
dependable friend that gets along with everybody. Netflix is great
at bringing people together and always bringing something new
to the table.
Quantity Usage: Heavy users are important to reach out to; we
must constantly update and expand content. To reach light users,
who are highly selective in viewing, we need to focus on content
quality. Part 1: The Consumer
Brand Relationship: First-time users, non-users, switchers, and ex-
users are essential to target; we can offer price deals for many of
Audience
these consumers.
Innovation: Laggards are just as important as innovators; while
the innovators create hype as soon as an original is released, the
laggards keep the series alive long after it has ended.

Overall Media Strategy Product Placement

● On in the background, set in a living room or bedroom.
Major: ● Posters/ambient media for new originals in the
background of street screens
● Online ● Ex: Fuller House, Shameless, Grace and Frankie
● Social Media
Part 2: The Advertising Part 2: The Advertising
Minor:
● Radio Media Product Integration Media
● Television
● In the show Unbreakable Kimmy Schmidt, Titus, who is
● Magazine Kimmy’s roommate, auditions for a role in a Netflix show.
The episode can be about his adventure in landing a spot
on a new Netflix TV series.
● Another integration could be an episode for Grace and
Frankie where they get into an argument about someone
not paying the Netflix bill.

Online & Social Media Online & Social Media

Twitter
Instagram ● Twitter is popular among our target audience and posting
● Netflix could advertise on Instagram with short clips about video clips or memes is a key way to trend.
new content or with cast members. ● Actors from Netflix originals could have “Twitter
●
●
Short trailers of new movies or seasons.
Utilize the Netflix Instagram account to show behind the Part 2: The Advertising takeovers” where they tweet on our account and answer
or talk with fans. Part 2: The Advertising
scenes of different productions, or photos of cast members
hangout out.
Media Media
YouTube
● Sponsor YouTubers for Halloween costume videos
Snapchat based on Netflix characters.
Design Snapchat filters for movies and series. ● Sponsor beauty gurus inspired makeup looks.
● Trailers can be used as ads

2
 5/7/2018

Traditional Media Guerilla Marketing

Television Street Teams
Commercials during heavily watched programs like the Superbowl Having street teams dress up in costumes of different casts from
or Oscars is the best time to air our ads. Netflix Originals as they hand out swag and promotions.

Magazine Part 2: The Advertising Ambient Media Part 2: The Advertising

● Interactive ads with pop ups or pull tabs
● Stranger Things ad where you pull a tab or fold half
the page and it brings you to the upside down.
Radio
● Create broadcasts with specific characters voices.
● Do a short call in trivia competition on a series
and give out promos for free months of service.
Set up sceneries in subway cars. Perfect for photo opportunities
Media
and could pair it with a hashtag to have it trend on Twitter or
Instagram. Media
Buzz Marketing
Set up RV trucks in front of universities or sport centers and
preview sneak peaks of new shows and movies inside. Hand out
swag and tell them to tweet with a certain hashtag to enter a
raffle.

Perception Driving Cognition Driving

Strategies Strategies
Informational Strategies
Strategies for Attention
● Regular press releases about content.
● Unexpectedness of the New Idea
● detailed listing of what's coming and going from Netflix each
● Unexpected Media
month
● Contrasts
Part 3: The Message ● the use of social media to announce large shows & movies.
Part 3: The Message
Strategies for Interest
● Speak to the Personal Interest of the Target Audience
● Use the Sequencing of Ad Message
Strategies Point of Differentiation
● Large amount of diverse content. Strategies
● Popular/big budget movies and shows.
● Elicit Curiosity
● Advertisements focused on showing the diverse content
● Storytelling
Making a Claim for the Brand
Strategies for Recognition and Memory
● Netflix is the largest provider of HD streaming for the best
● Repetition
price.
● Color
● We can make this claim because of our large library.
● Key Visual/Key Frame
● Our price is lower than Prime Video, Hulu, and HBO.

Emotion Touching
Strategies
Soft-Sell Strategies
● A film focusing on hurricane recovery where the proceeds
go towards a hurricane recovery effort.
● Ads about the film and recovery effort fund will create
awareness for the film recovery effort, also while
encouraging donations.
● Campaign promotes Netflix & makes Netflix look good.
● E.g. Seth Rogen Alzheimer’s Care
Feeling of Involvement Strategies
● A multi-episode series that is user interactive.
● The audience has an influence on the outcome of the
show. (e.g. American Idol)
● This strategy drive viewers to participate in the show.
Entertainment Strategies
● As a promotional event but on a live broadway like play
that will attract attention.
● It will be filmed and eventually put on Netflix.
Persuasive Strategies
Unique Selling Proposition
● To feature unique attributes that are most important to
the potential users in addition to insinuating a reason to
buy
Part 3: The Message ● “The only streaming subscription service that lets you
download episodes of your favorite shows and movies to
Part 3: The Message
Strategies Strategies
watch when you don’t have a Wi-Fi connection”
“Reason Why”
● copy including one main statement that mentions first
a feature of the service followed by the ‘reason why’
in the form of a ‘because…’ statement:
● “Enjoy commercial free viewing, because no one should
have to pay for interruptions”

3
 5/7/2018

Strategies for Action Message Approaches

Integrated Direct Marketing ● Humor

A combination of print, digital materials, and dedicated hotlines
within call centers to generate website traffic/subscriptions
Part 3: The Message ●
●
Slice of Life
Spokesperson
Part 3: The Message
Direct Mail
A collection of addresses that reflect a specific demographic
which best fits the target audience
Strategies ● Teaser Strategies
● Shockvertising
Farming Locations
Continually mailing to generated addresses within chosen
demographics for continual exposure.

Message Approaches Message Approaches

Humor Spokesperson
GIRL: “Hey Babe…watchu doin’ tonight?”
A commercial featuring celebrity such as John Travolta sitting on
BOY: “Nothing…why?” his couch in his own home, browsing Netflix as he casually talks
BOY: Wanna come over and watch cable and chill?” about the features and selects some of his famous movies that are
GIRL: “ew, no way” featured on Netflix.
ANNCR: “Cable and Chill…it doesn’t have the same ring to it. Netflix,
get your chill on.” Part 3: The Message Teaser
- open with mysterious slow-motion scroll of a cable-TV
Part 3: The Message
Slice of Life
WOMAN 1: “Ugh! There’s no way I’m gonna make it to catch that
‘Friends’ re-run marathon!”
Strategies remote against a black background)
ANNCR: “This…is your gateway to being the ultimate
Strategies
(passenger from back seat leans into front seat with phone, camera television King…will you accept the challenge?”
switches to phone screen) Ad can later be followed with accompanying ad that reveals
PASSENGER 1: “Don’t worry…with Netflix, you can have a ‘Friends’ the Netflix brand.
marathon whenever this traffic clears up!!”
(camera returns to wide shot of massive traffic jam) Shockvertising
A commercial featuring gruesome shots from a new Netflix original
WOMAN 1: “Oh…good ..”no one told me life was gonna’ be this way”
“Santa Clarita Diet” starring Drew Barrymore who plays a suburban
mom with a hunger for human flesh.

Promotions Interactive Promotional

traditional tools Campaign
Because Netflix is an online streaming service, our promotions will
primarily be offered online. #Netflixlookalike
We heavily rely on social media to interact with customers.
Price Deals: Price Pack (collaborate with prominent snack brand
and send gift basket to new customers) & Bonus Pack (offer 1
extra screen)
Part 4: The IMC Tools This will be a combination of a scavenger hunt and online photo
contest. We will send out street teams dressed as well-known Part 4: The IMC Tools
characters.
Coupons: Bounce-back (after a customer signs up, they will receive
a coupon for DVD services) & Response Offer
● promote Netflix and raise awareness of the diversity and
Sampling: In Store Distribution - in dept. stores, original content popularity of our content.
can play in TV aisles ● actively engage both consumers and customers, while
affecting our brand image.

This campaign has the potential to reach various audiences.

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Public Relations Interactive PR

traditional tools
Campaign
Online Video: short comedic series featuring Netflix employees In collaboration with our online videos and our media tour, we will
and celeb endorsements
host a fan-made video contest. Consumers will be asked to submit
short videos similar to our own series. The top three will be invited
Corporate Advertising: we support many gender and racial
equality movements; we will run human interest pieces and reach
out to donors
Part 4: The IMC Tools to our final conference on the tour in NYC.
Part 4: The IMC Tools
● increase WOM, allowing our customers to market the brand
Event Marketing: small movie/show premiers at local colleges, however they choose.
universities, malls, and community centers ● build close relationships with our customers

Media Tour: with actors and Netflix execs.

This will highlight why customers prefer Netflix over other

entertainment platforms. Their word will provide other consumers
with proof and reassurance.

Direct Marketing Interactive Direct

traditional tools
Marketing Campaign
Catalogs - multiple-page publications of brand specific
merchandise directed to a company’s targeted audience via the
An advantage of direct marketing is that the messages can be
internet or through mail
highly personalized towards our customers.
Direct response marketing - designed to kindle a sale directly

Direct Response Advertising - We will use broadcast commercials

Part 4: The IMC Tools ● gain and collect data about what we can and should be Part 4: The IMC Tools
doing to better please our customers.
in addition to our print ads, to assure we get the widest reach
possible
We will email a survey out to everyone on our mailing list and
based on their answer, we will create a poll and have people vote
Mobile marketing - primarily conducted on smartphones and
“yes” or “no” about whether we should act on what our consumers
tablets; includes instant messaging, video messages and
want.
downloads, and banner ads on websites.

“Enjoy the ultimate

television and movie
watching experience. Enjoy
Netflix.” (command)

Picture Window
“Be in the now. Be with All Art
Netflix” (association)
“Work Hard, Watch
Harder” (repetition)
Ad Copy Dominant Type Print Ads
Nonlinear
Grunge
“Netflix: your weekend is
booked solid.” (cueing for
product)

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Print Ad-Picture
Print Ad-All Art
Window

Print Ad-Dominant Print Ad-Nonlinear

Type

Leaderboards
Print Ad-Grunge Skyscrapers Online Banners

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Bannder Ads: Leaderboards Banner Ads-Skyscrapers

Script & Storyboard-1 Script & Storyboard-2

Script & Storyboard-3 Script and Storyboard-4

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Script & Storyboard-5 The End