Documente Academic
Documente Profesional
Documente Cultură
__________________________________________
I.
Situational Analysis.
II.
Targeted Publics.
III.
Objectives
IV.
Messages.
V.
Strategies.
VI.
Tactics
VII.
Appendix .
Situational Analysis
__________________________________________
Strengths
Positive and large brand recognition
Easily accessible platform (online
streaming)
DVDs delivered via first class mail
More than 1 billion hours of television
and movies
Netflix original series
Affordability
Easy to navigate webpage
Mutually beneficial relationships with
Entertainment Video providers
New family plan: $11.99 a month and
you can watch on up to four devices
Large social media presence
Opportunities
Growing demand for online video
streaming
Advertising
Investment in new areas
Expanding newer content
Weaknesses
Policy change: limiting streaming
to one device at a time
Price hikes
Content is not always up to date
(DVD vs. Streaming)
Failed partnership with Starz
Leaked information
Threats
ABC, NBC, FOX
Hulu, Redbox, Google, Amazon
OnDemand, Television Recording
Founded in 1997, Netflix, Inc. is the worlds leading Internet subscription service for
movies and television series. With more than 44 million members, Netflix has
subscribers in over 40 countries (Netflix 2014). Currently, Netflix members can
watch as much as they want, anytime, anywhere and off of any device that has
Internet-connection for $7.99 a month (Netflix 2014). However, the subscription
cost is expected to increase within the year. This online movie and television service
does not have any commercials and provides a billion hours of television shows and
movies. Netflix also offers popular original series including House of Cards and
Orange is the New Black. Offline, Netflix delivers DVDs and Blu-Ray discs to
subscribers homes via first class mail. Netflixs headquarters are in Los Gatos,
California and they have more than 3,000 employees (Netflix 2014). Netflix
maintains its relationship with its members through social media accounts including
their YouTube page, Blog, Tech Blog, Facebook Page, and Twitter Feed. Reed
Hastings, the CEO of Netflix, also interacts through his Public Facebook Page (Netflix
2014).
The public relations issue that PBV Relations used to focus their research on in the
preparation of this proposal was the forecasted policy change that might prove to
be detrimental to the future success of Netflix, Inc. Chief Executive Officer Reed
Hastings has discussed limiting the number of viewers per account to one device at
a time. He believes that tightening policies and boosting prices will increase the
organizations profits (Bloomberg 2013). Within the current policy, 10 million people
are watching the online video service without paying, according to Wedbush
Securities analyst Michael Pachter (Bloomberg 2013). Many subscribers share their
login information with friends and family, allowing them to indulge in the benefits
without paying the small monthly fee. Although this plan has yet to be put into
action, the discussion of it is a threat to the future of Netflix, while other services
allow viewers on multiple devices.
Statement of Purpose
___________________________________________________________________________
Targeted Publics
______________________________________________________________________________
Employees:
Employees are the foundation of Netflix. To keep Netflix on the right track, the first
providers the opportunity to expand their revenue from just movie ticket sales and
DVD sales. They will also be able to reap the benefits of providing content to Netflix.
(Netflix Original Series, Dream Works Animation, Cinedigm Digital Cinema Corp.)
Potential Subscribers:
Netflix is always looking to increase its number of subscribers. This includes, but is
not limited to, the following:
Objectives
______________________________________________________________________________
1. OBJECTIVE ONE: CUSTOMER CONTACT
Improve customer contact with employees by 10% over the next 3 months
while policy changes are being implemented.
2. OBJECTIVE TWO: SUBSCRIBER LOYALTY
Keep subscribers loyal to Netflix and increase referrals to potential
subscribers by 15% within the next five months. By doing so, Netflixs brand
will continue to grow and will begin to inherit the necessary revenue in order
to afford new content.
3. OBJECTIVE THREE: COMPETING COMPANY AFFAIRS
Maintain a positive relationship with competing companies while monitoring
their own customer relationships in order to see how to further improve its
own. In doing so, the company will be able to better understand how to
accurately target key publics.
4. OBJECTTIVE FOUR: INVESTOR RELATIONS
Communicate to investors that Netflix will continue to be a successful
competitor in its industry and increase the number of investors by 20% by
the end of 2014. This will help keep a strong support base during policy
changes.
5. OBJECTIVE FIVE: VIEWING CONTENT
Provide viewers with 30% more content by the end of 2014. 20% of this
content should have been released within the past 5 years. New content will
keep customers and potential customers interested in Netflix and returning to
view more content.
6. OBJECTIVE SIX: SUBSCRIPTION RATES
Increase subscription rates by 20% within the next fiscal year in order to
maintain a high fan base, keep revenue high, and maintain Netflixs standing
in the online video streaming industry.
Messages
______________________________________________________________________________
Messages to employees:
Employees will work together to continue Netflixs rate of success.
Netflix will provide a rewarding place of work for all its employees.
Netflix will ensure that its employees feel respected, appreciated and thanked
for their hard work.
Messages to customers:
Netflix will continue to be affordable.
Strategies
______________________________________________________________________________
1. Use social media platforms as a way to communicate with key stakeholders in
order to maintain brand loyalty.
2. Heavily incorporate client interaction in order to make them feel involved. Use
this interaction in order to spread their input to potential subscribers who may want
to develop a working relationship with Netflix as well.
3. Hold philanthropy events in order to improve relations with competing
companies and show customers that Netflix is adaptable and willing to work
together to support a good cause.
4. Special events such as creative competitions are a way to increase interest and
participation in social media related to Netflix. With increased participation, brand
awareness will grow.
5. It is very important to consider customer feedback when it comes to any
company. Without being aware of what key publics are thinking, it will be unknown
whether actions that have been taken were successful. Also, it provides knowledge
regarding what next best step would be.
6. Networking creates and maintains positive and beneficial relationships with
stakeholders and the general public. Networking also allows for growth in brand
recognition, content, and subscribers.
Tactics
_________________________________________
Social Media Platforms
2. Continue to utilize all social media bases that have been successful and
reached a fan base
a. Blog more updates and personal stories.
b. Instagram news that reaches the Facebook page must be in sync with
Netflixs Instagram account.
c. Twitter incorporate hashtags, especially #getyourflixfix.
Client Interaction
Philanthropy Events
1. Collaborate with Hulu to raise money for education. (The CEO of Netflix, Reed
Hastings, is very supportive of education)
a. Hold a joint fundraiser with attractions and giveaways where all money
raised will go toward a charity with a focus on education (i.e. the
Institute of International Education).
b. Promotional commercial or the event.
c. After event, publicize the amount raised through emails, social media,
and on the Netflix website.
2. Participate in philanthropic efforts closely aligned with the values and/or
charities of interest to potential content providers
a. Actively donate time, money, and other resources to charitable causes
that content providers have shown interest in.
b. Invite other companies to joint events for fundraising for a particular
organization.
c. Spread awareness for charitable organizations that content providers
may be interested in over social media by starting an online
fundraising source. Promote it through Facebook, Twitter, etc.
Special Events
b. The talk will address future plans, including new content that will be
added and the family policy change.
c. The talk will address target audiences including schools, offices, etc.
2. Allow
a.
b.
c.
Customer Input
Networking
Personnel Page
__________________________________________
PBV Relations is a public relations firm comprised of North Carolinas top PR
professionals: Paige Hullett, Brooke Nash, and Victoria Callus. Their team is known
for its transparency, loyalty, creativity, and high quality service. They are currently
in business with Netflix, Inc.
the
Appendix
_____________________________________________________________________________________