1. Media Plan Sarah M. Rubin 2010

3. No late fees, No due dates

4. Plans from $4.99 - $49.99 per month

5. 12.3 million+ subscribers

6. 10,000+ titles

9. The industry is not yet oversaturated, but the amount of competition is certainly growing.

10. In 2009, the industry grossed $6.5 billion in revenue, a 5% decrease from the year before.

12. Marketing Goal To introduce Netflix to a new niche market, the LGBT (Lesbian, Gay, Bi-Sexual, Transgendered) community, in order to increase subscriptions and decrease rate of churn.

13. LGBT Market Demographics- Chicago

15. 72% of LGBT online users prefer to buy from companies that advertise specifically to the gay market, and 87% say that they will remain loyal to those companies

16. 65% identify themselves as having to have the "latest”

17. 77% "believe in indulging in themselves”

18. 52% use and/or subscribe to online services

20. Well-educated (College+)

21. Resides just north of the city (Lincoln Park, Lakeview, Andersonville, etc.)

22. Likely to own a pet (71%) and likely treat the pet as part of the family (91%)

24. Reading Music, Technology, Fitness, and Entertainment Magazines (123)

25. Reading News Publications (124)

26. Watching TV via online streaming or DVR

27. Commuting via the CTA

28. Going to local LGBT friendly clubs, bars, and events

31. $1,000,000.00

32. Seasonality

33. Heavier TV in Q4 & Q1

34. Heavier OOH & Sponsorship in Q2 &Q3

35. Focus on LGBT Pride Month (June)

36. Geography

38. To use a mix of print, interactive, television, OOH, and community event sponsorship to reach the target

39. Concentrate on print, interactive, & OOH with a special focus on event sponsorship since the target is loyal to brands that support the LGBT community

40. Complement the media plan with minimal television exposure.

43. Complement the media plan with minimal television exposure. Consider adding more television in the future if budget allows. *estimate based on averages by distribution area.

44. Print Plan Total Print Cost: $283,988

46. Reaches over 6.6 million unique users on over 250 LGBT websites and social networking platforms

47. Reaches over 500,000 unique users on ‘apple-approved’ LGBT mobile apps

49. Digital Plan Total Digital Cost: $300,000 Buy roughly twice as many impressions with Gay Ad Network because not only does the demographic skew slightly male, but Gay Ad Network also includes some lesbian-targeted media.

52. Community Events Added Value On-Site Signage (banners, posters, street pole banners, etc.) On-Site Visibility (branded tents, tables, parade floats, etc.) :30 Spot on Screen before all films at Reeling Film Festival Logo Placement (event posters, press releases, media buys, etc.) Comcast Spots (2 million+ impressions) Logo w/ Link on all interactive media buys Radio Coverage (Jack FM, Kiss FM, Q101, 750AM) Mentions on various social networking sites (facebook, myspace, twitter,etc.) Announcer Mentions and Verbal Thanks at all sponsored events Brand Ambassadors at all sponsored events Full-page 4-color Ads in program guides VIP passes to all sponsored ticketed events Swag Bags from various sponsors

53. Out of Home Bus Shelters will go live in June & October with Wallscapes and Branded Buses going live in June. June is National LGBT Pride Month, and there are several LGBT events throughout the month, many of which take place outdoors. AIDS Run & Walk Chicago is in October, as is the promotion for Reeling Film Festival in November, so all ad copy should reflect support for those specific events.

54. Out of Home Plan Total Out of Home Cost: $152,353

56. Ads will run in Q3 & Q4 for a total of 30 weeks.

58. Daypart Mix

59. Total Media Dollars Spent

61. Sources MRI Scarborough Nielsen DART Netflix.Com Netflix Annual Report Media Kits from Logo, Gay Ad Network, Boi Magazine, Red Eye, Time Out Chicago, Chicago Reader, & Facebook