PUBLIC RELATIONS PLAN

SM LIPA CINEMA

JANUARY 29, 2023

Members:
Perez, Elah Sarelle
Robles, Maria Veronica
Roldan, Camille Venezia
Vidal, Maria Carmela
EXECUTIVE SUMMARY
Due to the presence of the COVID-19 pandemic and other relevant factors, SM Lipa
Cinema experienced three distinct issues: (1) issues related to worries on health and safety, (2)
issues related to online booking for tickets and application crashes, and (3) issues on the
consumer preference changes between online streaming and watching movies inside the cinema.
Five types of public have been noted with their involvement, mainly the Film Lovers, Barkadas,
Families, Young Adults, and Middle-Aged Adults. Each public type has their own assigned key
messages in relation to the keywords fun, memorable, loving, and diverse which are all pertaining
to the needs and wants of these public types. With the issues mentioned, SM Lipa Cinema aims
to recover their brand image and reputation, regain consumer trust and increase sales. To do so,
SM Lipa Cinema will implement different strategies for each goal and objective.

For the first objective and goal related to the brand image recovery, the strategies
Concern, Corrective Action, Alliances and Coalitions, and Sponsorship will be implemented.
These include tactics such as Social Media Post of Concern, News Release and Protocol
Reminders Posting, SM Lipa Cinema Improvements (Facilities, Customer Service, Website,
Application, and Snack Bar), Partnership with Health Futures Foundation, Inc., and Civic Event
Sponsorship (Sublian Festival). In addition, for the second objective and goal related to regaining
the trust of consumers, Audience Engagement and Transparent Communication will be
implemented. These include tactics such as Social Media Postings, CineMask Photo-Op, and
Bimonthly Official Social Media Update Posts. Lastly, for the third objective and goal, Publicity,
Special Events, and Newsworthy Information will be implemented. These include tactics such as
Digital Media Advertising (Barkadas), Video and Photoshoot Content for Social Media Posting
(Celebrity Collaboration with the Kramer family), Bring your Besties to the Movies Day, Publicity
Event (FAM-ATHON), and Promotional Discount News. The cost for the implementation of these
tactics and strategies amount to approximately Php 14,500,000.00 with a cost offset of Php
17,000,000.00. The duration for these tactics and strategies will be one year. Furthermore, the
following KPIs will be used as the evaluation tool for the success of the implemented tactics and
strategies: Sentiment, Brand Impression, and Social Media Engagement for the first objective;
Net Trust Score, Purchase Intent, and Brand Preference for the second objective; and Sales
Target Attainment for the third objective. Other KPIs will also be used for extra evaluative intent.
Conclusively, the success of the plan will recover SM Lipa Cinema’s brand image and bring back
the trust of the consumers, increasing their ticket sales.
TABLE OF CONTENTS

Background/Situation 1

Publics/Audiences 3

Strategic Recommendations 4

Goals 7

Objectives 7

Strategy 7

Key Messages 8

Tactical Programs 11

Schedule/Timeline 17

Budget/Resources 21

Evaluation Plan 23

Appendices 25
I. BACKGROUND/SITUATION

The SM company was founded by Henry Sy Sr. It started as a shoe shop in 1958 located
at Carriedo, Manila. Hence its first established name, ShoeMart (SM). The items that he sold were
all imported from America. He sold a wide range of shoe styles in the country which led to his
success as a business owner. His offerings expanded until he opened a department store. Today,
the SM Company has several subsidiaries, including SM department store, SM Cinema, SM
Supermarket, Alfamart property, SM Prime Holdings, Inc., and other financial institutions including
BDO. When it comes to entertainment, they offer a theater and exhibition brand known as SM
Lifestyle Entertainment, Inc and SM Cinema. SM Cinema is a popular movie theater across the
country. They not only offer their services in highly urbanized areas, but in rural and provincial
locations as well. They have a total of 307 screens which are able to accommodate 141,753
viewers. They offer 289, 2D, 3D, IMAX, and Director’s Club cinemas. In 2015, in the Philippine
Cinema Market, they accounted for 60% of the total market share. Furthermore, they are
committed to creating a highly satisfactory movie experience by continuously developing their
services through crisp digital surround-sound systems and crystal-clear visuals.

Despite their obvious success since its inception, the SM Cinemas face struggles like most
industries especially when the COVID-19 pandemic unpleasantly surprised the whole world. The
focus of this section is to identify and analyze the problems encountered specifically by SM Lipa
Cinema found in one of the branches of SM company situated inside the Batangas province and
how strategic efforts in public relations can solve them. The identified problems encountered by
SM Lipa Cinema include the following: (1) some viewers are still afraid of visiting cinemas because
of health concerns brought by COVID-19 pandemic, (2) their brand reputation was negatively
affected due to service and online booking issues reported by their viewers, and (3) the increasing
competition brought by the rising success of online streaming services such as Netflix, Disney+,
HBO Go, iFlix, and more. These problems were identified through rigorous research, conducting
a small online survey, and analyzing the customer reviews.

The first problem is the health concerns of guests when visiting cinemas. Based on the
survey conducted by the group on SM Lipa Cinema consumers (see Appendix B), there are still
30.3% of individuals who refuse to visit cinemas because of health and safety concerns. Even
though restrictions brought by the COVID-19 pandemic are lifted and people are going back to
their normal day-to-day lifestyles, some people are still questioning whether it is safe and worth it

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to go back to cinemas. Moreover, although some are confident to visit cinemas today
(approximately 60% based on the survey), the majority (54.5%) of the respondents opt to watch
their films in the convenience and safety of their homes. Additionally, 30.3% of the respondents
moderately prefer online streaming and watching at home to going to SM Lipa Cinema.

The next problem is their damaged reputation because of customer service and online
booking issues. According to Hicap (2022), SM Lipa Cinema is one of the revealed SM Cinemas
branches involved with the showing of a BTS movie which was also one the sources of the issue
by the consumers. Customer reviews were mostly in a negative light due to the slowness of the
customer service and lack of preparation for the movie showing (see Appendix C). Furthermore,
the group also researched the reviews and complaints on the SM Cinema website and application
(see Appendix C). Some of the complaints were about website and application crashes, inefficient
booking systems, and poor customer service. In the Google Applications App, the SM Cinema
Mobile app has 2.8 stars out of five. There are also several negative reviews. Some of the written
comments about the application are that there are many problems with it such as the system
keeps on getting down and after one problem is solved, another problem appears. This also
caused dissatisfaction on the part of the users. If they find booking and purchasing tickets
inconvenient, they will be discouraged to continue with their theater visit.

Lastly, the third problem needed to be addressed is the increasing competition with online
streaming platforms. According to Varcas (2021), during the course of the COVID 19 pandemic,
the film, theater and other public entertainment industries took a huge toll. The public was advised
to stay at home and restricted to go out in public places. With that being said, the operations of
industries involved in entertainment and leisure were completely halted. Consequently, based on
a report conducted by the Business Mirror (2021), the problem caused a P21B loss in the
Philippine cinema industry alone. When the COVID 19 pandemic started, it affected the lifestyles
of people, specifically how they entertain themselves. Social gatherings were prohibited and
everyone was forced to stay at home and discover new leisure experiences. According to an
article published by Forbes in 2021, there was a 45% increase in subscription to one online
streaming service. Some users even subscribed to two or more. Moreover, they predicted that TV
and online video viewing will continue to increase, offline content consumption will decrease, and
the movie theater industry will face challenges as they slowly transform into a niche market. Also,
in the Philippines, 98% of the internet users are on video streaming services. Thus, the

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competition between online streaming services and cinemas is getting tighter. This shows how
much the cinema industry, such as the SM Cinemas, was negatively affected in several ways.

These problems are related to public relations in a sense that SM Lipa Cinema needs to
recover their brand image and reputation, regain the trust of their customers, and increase theater
online bookings and on-site purchase. It is important to improve public relations so that the
business can effectively communicate their company strategies and values to ensure that SM
Lipa Cinema can once again find its way on the top of the minds of customers.

II. PUBLICS/AUDIENCES

These are the types of publics that SM Cinema Lipa will be focusing on. These publics all
live in different parts of Lipa City and outside Lipa City, consisting of both males and females.

❖ Film Lovers
Customers are categorized into a wide variety of subsets, and "Film Lovers" is only one
of such categories. They are a good fit for the profile of a possible consumer for this brand
due to the fact that they have a passion for movies. According to Zaichowsky (2009), these
types of audience are more inclined to purchase tickets to movies and are more positive
towards the conditions of the theater. Because of this, there is a good chance that they
are a part of the crowd that regularly attends the theater.

❖ Barkadas
One more possible subset of the public categorization is the "Barkadas" classification.
Barkadas are massive social groupings that include members of many ages and
backgrounds. These communities enjoy nothing more than getting to know one another
better via the simple act of spending time together. Because going to the movies is
something that they like doing together, this demographic presents a marketing
opportunity for the company. Movies about friendship, humor, and other stories of a similar
nature are good choices for these demographics of viewers.

❖ Family
The term “special interest public”, which refers to a group of individuals who have a
problem or interest in common, is the one that correctly describes this audience (family).

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 According to John Dewey, a special interest public is a collection of persons who are
organized into a group and share a shared interest or concern. Families would love to
spend their quality time at a place where they can definitely relax. It is possible for these
individuals to make decisions and conduct actions with the goal of spending their time
together watching a movie, regardless of the disparities in their preference for quality time.

❖ Young Adults
People who fall within the Young Adults category are also considered to be customers.
The forms of cinematic entertainment that may appeal to this demographic are various
and evolving. Because they frequently center on a formative experience or series of
events that influenced the protagonist, films that depict a young person's transition into
adulthood typically elicit fond sentiments of nostalgia in audiences. Movie theaters ought
to provide a large selection of films to choose from, all of which are focused on young
adults. There is also a desire for light-hearted films from feel-good rom coms to dance
pictures.

❖ Middle-Aged Adults
Another part of the public that will be targeted is the Middle-Aged Adults. This public type
prefers films and movies that emphasize the transition from childhood to adulthood. They
like the idea of a character maturing in their behavior which is called with the term coming-
of-age. In addition, these types of publics find watching movies to be a source of leisure,
entertainment and relaxation. Thus, they want to feel like they have a lot of options as they
want to purchase things that are suitable for them (Herve & Mullet, 2009). Having more
options to choose from can help them pinpoint more which film or movie they are really
interested in. Moreover, there is a less possibility of them not liking any option as the
options are a variety.

III. STRATEGIC RECOMMENDATIONS

A. Goals and Objectives

Based on the problems and opportunities identified by the group, the following goals and
objectives are formulated. These goals and objectives will be used as a guide in creating key
messages, strategies, and tactics. The first goal is to recover the brand reputation and image of
SM Lipa Cinema. This is a reputation management goal. Based on the gathered reviews and

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complaints, the objective consistent with the goal mentioned is to have an effect on the awareness
of the public towards the measures and plans to be implemented by SM Lipa Cinema, specifically
to improve the brand credibility and image by 20% within a year. This shall be done through
showing concern to the public who felt disappointment with their services, taking corrective action
which is improve the SM Lipa Cinema service, website, application, and on-site processes,
strategic alliances with Non-Government Organizations (NGOs) and coalition with celebrities who
share the same values with the business, and by getting and providing sponsorships. Moreover,
the sanitation practices and how SM Lipa Cinema management complies to COVID protocols will
also be communicated through various efforts.

The next goal is to regain the trust of customers towards the business. This is the
relationship management aspect of this plan. Because of the unpleasant experiences with the SM
Lipa Cinema application and website, the perception of the viewers towards the company was
affected. The objective matched with this goal that will respond to the issue is to have an effect
on the acceptance of the consumers, specifically to increase the trust of the consumers on SM
Lipa Cinema by 25% within a year. To address these issues, SM Lipa Cinema should engage
more with the public and openly communicate with them regarding their concerns, and by also
promoting transparent communication when giving updates about the actions that they take to
solve the issues identified.

The last goal is to increase theater online bookings and on-site purchase. This is the task
management goal of this plan. The objective that corresponds with this goal is to have an effect
on the action of the consumers, specifically to increase the annual ticket sales by 15% within a
year. This will be attained through continuous publicity, conducting special events with different
themes, and providing newsworthy information about the corrective actions taken by the business
and their various events activities created to attract the different types of publics.

These goals and objectives shall work hand in hand in order to successfully implement
the public relations plan for the SM Cinema. These are all created in response to the problems,
challenges, and opportunities identified from the processes and practices of the company. With
these lost, existing, and potential customers will be attracted to support the brand and its efforts.

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 B. Key Messages
The main key message that will be used for the omnibus or the main public is “SM Lipa
Cinema creates fun, memorable, loving and diverse film-watching experiences that you can
cherish with your friends and loved ones.” This key message includes the keywords fun,
memorable, loving, and diverse which pertains to the four keywords that comprise the main idea
of the key messages of the other four types of audiences targeted by SM Lipa Cinema. The first
type of public is the film lovers which focuses on the keyword fun with its key message “SM Lipa
Cinema wants to embrace the thrill and adventure in every film they exhibit through giving
customers surprises that they can never forget.” The second type of public is the barkadas or
groups of friends which focuses on the keyword memorable with its key message “SM Lipa
Cinema believes that each customer deserves to have unforgettable and life-changing memories
of their cinema experience through providing services that strengthen friendships and
camaraderie.” Furthermore, the third type of public is the family which focuses on the word loving
with its key message “SM Lipa Cinema spreads the love between loved ones through providing
a comfortable and joyful experience of watching together.” Lastly, the fourth type of public include
both the young and middle-aged adults with the keyword diverse with its key message “SM Lipa
Cinema is the largest, most trusted film exhibitor that showcases a variety of local and
international films through innovative and high-quality watch experience.”

These key messages have designated strategies to fulfill the messages and effects they
want to convey to the public. For the first key message, audience engagement which helps
connect with the audience, publicity tactics that spark intrigue and interest, and a special event
that gives a new filming experience will be used to create a fun atmosphere for film lovers.
Meanwhile, for the second key message, tactics on audience engagement with group interactions
and special events that create opportunities for bonding with friends will be used to make the
theater experience more memorable and worth cherishing. On the other hand, for the third key
message, alliances and coalitions that provide more support and safety, newsworthy information
that aim to give more chances to experience film-watching, sponsorship that gives opportunities
to provide a comfortable watching experience, transparent communication that gives accurate
and relevant information about SM Lipa Cinema, and concern strategies that reassure people on
the safety of watching in theaters will be used to help give family members a comfortable space
to watch movies together. Lastly, special events that showcase the innovative ideas that improve
SM Lipa Cinema’s watching experience and corrective action that increases the quality and safety

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of the watching experience will be used to provide innovative and high-quality experiences inside
the theater.

IV. GOALS

1. Recover the brand reputation and image of SM Lipa Cinema (reputation goal)
2. Regain the trust of customers towards the business (relationship goal)
3. Increase theater online bookings and on-site purchase (task goal)

V. OBJECTIVES

1. To have an effect on the awareness of the public towards the measures and plans to be
implemented by SM Lipa Cinemas, specifically to improve the brand credibility and image
by 20% within a year

2. To have an effect on the acceptance of the consumers, specifically to increase the trust
of the consumers on SM Lipa Cinemas by 25% within a year

3. To have an effect on the action of the consumers, specifically to increase the annual ticket
sales by 15% within a year

VI. STRATEGY

To achieve the first goal and objective which both focus on the recovery of SM Lipa
Cinema’s reputation through improving the brand credibility and image, SM Lipa Cinema will
implement the following strategies: Concern, Corrective Action, Alliances and Coalitions, and
Sponsorship. Concern will be used to alleviate the worries of the people towards the present
issues and to reassure them that SM Lipa Cinema will be willing to take accountability in resolving
the issues. In addition to this, Corrective Action will be used to give the public tangible proof of
SM Lipa Cinema’s willingness to take responsibility in resolving the issue. On the other hand, for
the concerns on health and safety, SM Lipa Cinema will use the Alliances and Coalitions strategy
with a Health Non-Governmental Organization (NGO) to show that they are thinking about their
customers’ health and safety. Lastly, SM Lipa Cinema will use the Sponsorship strategy to give a

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message to the public that they can provide experiences that are worth paying for despite the
existence of online streaming services.

To achieve the second goal and objective which both focus on the regaining of the
customer’s trust through improving the brand trust rating, SM Lipa Cinema will implement the
following strategies: Audience Engagement and Transparent Communication. Audience
Engagement will be used as a strategy to make the customers feel seen and heard. SM Lipa
Cinema will utilize social media platforms and their official website to show the audience that they
are willing to give time to the customers. On the other hand, Transparent Communication strategy
will be used to give the message that SM Lipa Cinema is willing to be honest and authentic on
the updates towards the development and progress of their plans in resolving the issues.

To achieve the third goal and objective which both focus on increasing the annual ticket
sales (online bookings and on-site purchases), SM Lipa Cinema will implement the following
strategies: Publicity, Special Events, and Newsworthy Information. The Publicity strategy will be
used to create intrigue and to attract the consumers and potential customers in availing the tickets
and booking reservations. Furthermore, the Special Events strategy will be used to show potential
customers and regular customers the benefits of watching movies in SM Lipa Cinema. Lastly, the
Newsworthy Information strategy will be used to generate more interest from the public to
increase their purchase intent and to persuade them to go through with the purchase decision.

VII. KEY MESSAGES

PUBLIC KEY MESSAGE

Omnibus “SM Lipa Cinema creates fun, memorable, loving and diverse
film-watching experiences that you can cherish with your friends
and loved ones.”

Film Lovers FUN - “SM Lipa Cinema wants to embrace the thrill and
adventure in every film they exhibit through giving customers
surprises that they can never forget.”

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 Barkadas MEMORABLE - “SM Lipa Cinema believes that each customer
deserves to have unforgettable and life-changing memories of
their cinema experience through providing services that
strengthen friendships and camaraderie.”

Family LOVING - “SM Lipa Cinema spreads the love between loved
ones through providing a comfortable and joyful experience of
watching together.”

Young and Middle-Aged DIVERSE - “SM Lipa Cinema is the largest, most trusted film
Adults exhibitor that showcases a variety of local and international films
through innovative and high-quality watch experience.”

Omnibus
The members of this target audience are composed of all the listed five types of target
audiences namely the Film Lovers, Barkadas, Families, Young Adults and Middle-Aged Adults.
Thus, taking into account all of their needs and wants which are fun experiences, memorability,
loving atmosphere that brings comfort, and variety, the key message for this target audience is
made as follows: “SM Lipa Cinema creates fun, memorable, loving and diverse film-watching
experiences that you can cherish with your friends and loved ones.” The key message also takes
into account the answers of the survey respondents from the public wherein 75.8% preferred
being in groups when watching movies inside the theater. Thus, the phrase “that you can cherish
with your friends and loved ones” embodies the concept of togetherness or doing things with other
people instead of being alone. This key message aims to show that SM Lipa Cinema is inclusive
and is willing to take into account the needs and wants of their important identified audiences.

Film Lovers
Film Lovers just want to have fun and be able to express their passion for movies. Thus,
the key message “SM Lipa Cinema wants to embrace the thrill and adventure in every film they
exhibit through giving customers surprises that they can never forget” was made to communicate
to them that they can have a lot of fun experiences inside the theater. SM Lipa Cinema offers a
wide variety of trendy and popular movies. Besides the film viewing itself, there are also a lot of
entertaining, engaging, and novel events and activities that SM Lipa Cinema can provide. Film
Lovers will get the chance to experience sponsored events, fun games, and movie-themed

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activities, and various efforts designed to make the cinema guests interact with each other which
will make their experiences with SM Lipa Cinema more fun and exciting. Utilizing the phrase
“giving customers surprises that they can never forget”, SM Lipa Cinema will implement activities
mentioned above even though some of these activities are not necessarily something theaters
provide just for the surprise element. Thus, this key message communicates that SM Lipa Cinema
actually cares for its customers.

Barkadas
To make the experience memorable, the key message “SM Lipa Cinema believes that
each customer deserves to have unforgettable and life-changing memories of their cinema
experience through providing services that strengthen friendships and camaraderie” will be
implemented. SM cinema believes that each customer deserves to experience unforgettable
cinema experiences. These experiences include experiences that can strengthen friendships and
relationships. With luxurious feels and facilities that SM Cinema brings, this will bring comfort to
bond and create memorable moments that customers can bring and remember. In line with this,
SM Cinema can cater 351 movie lovers. With this, it is possible to bring a group of friends to enjoy
the current popular films locally and internationally. Embodying the concept of togetherness in the
phrase “providing services that strengthen friendships and camaraderie”, barkadas are able to
fully maximize the feeling of customer satisfaction with each other. This communicates that SM
Lipa Cinema is a good place to make memories of friendships, adding a more positive image to
the brand.

Family
Families want to spend quality time with each other. With this, the key message SM Lipa
Cinema will focus on for this audience is “SM Lipa Cinema spreads the love between loved ones
through providing a comfortable and joyful experience of watching together.” Taking into account
that families want to bond with each other, SM Lipa Cinema aims to increase family bonding by
implementing a rule to turn off their cellular phones during film viewing and improving the facilities
that families can have access to for their watching experience. With this, family members can
focus more on the movie and tend to be less distracted by other videos and context that cellular
phones have. Furthermore, it maximizes the phrase “comfortable and joyful experience of
watching together”, surely strengthening the bond of each family member. It communicates that
SM Lipa Cinema wants to spread the love of watching movies between families.

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Young and Middle-Aged Adults
Both young adults and middle-aged adults prioritize the diversity in the movie choices,
mainly because they prefer to be able to not run out of options on what they want to watch and to
make their time spent on choosing be less wasted. Through the key message “SM Lipa Cinema
is the largest, most trusted film exhibitor that showcases a variety of local and international films
through innovative and high-quality watch experience”, SM Lipa Cinema is able to show that these
adults can enjoy their experience and forget their worries from work and adulthood. The phrase
“largest, most trusted film exhibitor” sends a message that these types of audiences can trust that
SM Lipa Cinema will truly have their back in their relaxation time. In addition, the phrase
“innovative and high-quality watch experience” sends a message that SM Lipa Cinema
experience can help destress them and make them feel like they have nothing to worry about as
quality is guaranteed.

VIII. TACTICAL PROGRAMS

GOAL OBJECTIVE TACTICS

Recover the brand reputation
and image of SM Lipa
Cinema
To have an effect on the a. Social Media Post
awareness of the public towards of Concern
the measures and plans to be b. News Release and
implemented by SM Lipa Protocol Reminders
Cinemas, specifically to improve Posting
the brand credibility and image c. Improving the SM
by 20% within a year Cinema Facilities,
Customer Service,
Website,
Application, and
Snack Bar
d. Partnership with
Health Futures
Foundation, Inc.
e. Civic Event
Sponsorship

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 (Sublian Festival)

Regain the trust of customers To have an effect on the a. Social Media

towards the business
acceptance of the consumers, Postings
specifically to increase the trust b. CineMask Photo-
of the consumers on SM Lipa Op
Cinemas by 25% within a year c. Bimonthly Official
Social Media
Update Posts

Increase theater online To have an effect on the action a. Digital Media

bookings and on-site of the consumers, specifically to Advertising
purchase increase the annual ticket sales (Barkadas)
by 15% within a year b. Video and
Photoshoot Content
for Social Media
Posting (Celebrity
Collaboration with
the Kramer family)
c. Bring your Besties
to the Movies Day
d. Publicity Event
(FAM-ATHON)
e. Promotional
Discount News
Release

A. To attain the first goal and objective, these are the tactics that will be used:

❖ Social Media Post of Concern

This social media post will consist of a detailed message that expresses SM Lipa
Cinema’s desire to alleviate the worries of the customers. It will state the plans that SM

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 Lipa Cinema plans to implement to resolve the issues. In addition, it will also express that
they are willing to take responsibility for the damage caused by the issues.

❖ News Release and Protocol Reminders Posting

SM Lipa Cinema needs to utilize the various social media platforms and their
official website in the country. The company can create news content which will be posted
online. They can provide information about their various efforts on how they ensure the
health and safety of their cinema guests. For example, they can present the preventive
measures they practice and the equipment that they use for sanitation. Moreover, they
can add information on how they plan to approach the return of their guests. For social
media platforms, they can publish a tour in the cinema video wherein viewers can have a
glimpse of what the cinemas look like today after three years of restrictions. The video
should also feature how the management and staff ensure the safety of their guests.

In addition, before films are flashed on cinema screens, there are several movie
trailers and clips played. The SM Lipa Cinema management can use this time to present
a video featuring safety protocols against COVID-19. The video should be entertaining so
that the viewers can easily remember the message. For example, their storyline could be
about a man who is not wearing a mask who visited a movie house. This man was laughing
so hard and he kept talking to his seatmates who were obviously annoyed by him. The
story ends with the guests in the cinema being affected by the virus because of his
carelessness. This clip communicates two messages: first, the COVID pandemic has not
totally reached its end and people still need to be careful; and second, movie etiquette
should be practiced at all times.

❖ Improving the SM Cinema Facilities, Customer Service, Website, Application, and

Snack Bar
Based on the concerns communicated by the customers of SM Cinema, they need
to alter and improve most facets of their business. First, they need to incorporate
innovation in their facilities so that customers will be able to find new reasons to visit their
cinemas. Some of these may include improving the sound, screen, lighting, scent, and
overall ambiance inside theaters. Moreover, their customer service should be improved
through continuous employee training on important concepts such as complaint handling
procedures. They should also invest in programming and development of both their

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 website and application. They need to utilize the newest technology in order to create a
pleasant online experience for their customers. Lastly, they should offer a variety of food
and beverages on their Snack Bars because customer preference on the snacks they
bring to the theaters are also changing. They can include pretzels, popcorn chicken,
milkshakes, and slushes to their snack bar menu. It is also important to note that all these
corrective actions must be communicated to the public so that they will know that the SM
Cinema hears them.

❖ Partnership with Health Futures Foundation, Inc.

HFF is a Philippine-based foundation dedicated to the health and social
development of marginalized families (see Appendix letter for the link of the website). SM
Lipa Cinema can collaborate with HFF and sponsor and organize their medical and dental
missions for less fortunate families. These medical and dental missions could be
conducted inside the large SM theaters. The families will also be able to receive a medical
kit composed of vitamins and other common medicines such paracetamol, loperamide,
etc. In addition to this, all the participants will be gathered to watch a free film with free
snacks and refreshments through the sponsorship of other food companies. In addition,
SM Lipa Cinema and HFF can collaborate in emphasizing health and safety for the public
to show that SM Lipa Cinema truly cares about their customers’ health and well-being.

❖ Civic Event Sponsorship (Sublian Festival)

Sublian Festival is a social event and celebration in Batangas which is held to
honor the Holy Cross and Sto. Nino. It also highlights the Subli dance which originated
from the province. SM Cinema can sponsor an outdoor theater for the people celebrating
the festival. The outdoor theater could be set in Batangas Sports Complex. The films that
will be presented can be those starring Batangueno celebrities like Vilma-Santos Recto.
Apart from that, the SM Cinema can host a Subli dance competition wherein the best
dance group will receive a monetary prize.

B. To attain the second goal and objective, these are the tactics that will be used:
❖ Social Media Postings
SM Lipa Cinema will create social media posts that feature the on-goings inside
the cinema’s improvements and other related topics. The posts will include photos and a
caption. In addition, the postings will also include the promotions of the other events and

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 decisions that SM Lipa Cinema is implementing. Unlike the news release, these posts will
focus on the specific improvements and will include graphics designed by the team if
necessary. In addition, the posts will be focused on engaging the audience to give
feedback and share the posts.

❖ CineMask Photo-Op
This photo opportunity is another way to engage the customers to support and
trust SM Lipa Cinema. SM Lipa Cinema will give a certain timeline of a few days with a
limit on when to take photos (five minutes after the movie showing) wherein customers
can take a selfie of themselves wearing a mask that they creatively designed based on
the current movies being shown in the cinema. The background for the photo opportunity
will be flashed on screen within the time limit. Afterwards, they will post this on their social
media accounts with the hashtag #CineMask. Best photos will be chosen by the SM Lipa
Cinema management team and will be featured in the social media accounts of SM Lipa
Cinema.

❖ Bimonthly Official Social Media Update Posts

Unlike the social media postings above, these bimonthly updates will focus on the
overall and statistical progress of the plans and strategies that SM Lipa Cinema will use
to improve the experience of the film viewers and resolve the issues. Posts will consist of
graphics that include tables and graphs, relevant photos showing progress if necessary,
and captions detailing vital information that customers want to know.

C. To attain the third goal and objective, these are the tactics that will be used:
❖ Digital Media Advertising (Barkadas)
Digital media advertising is very evident in today’s time. According to the latest
data gathered by Datareportal (2022), more than two-thirds of all the people in the world
use a digital phone. With that being said, digital media advertising is a very effective
platform to use when communicating with the public. For the Barkadas, different forms of
digital media advertising shall be used such as videos, commercials, publication materials,
Instagram Reels, Facebook Reels, and Tiktok videos will be used. Moreover, the
celebrities that will be featured in the advertisements are four known celebrities which are
casts from the popular Filipino TV Drama, “Darna”. The celebrities are Jane De Leon,
Janella Salvador, Zaijan Jaranilla and Joshua Garcia. Their popularity and “tropa” image

15
 could resonate with many friend groups belonging to the Barkada public.

❖ Video and Photoshoot Content for Social Media Posting (Celebrity Collaboration
with the Kramer family)
The SM Cinema desires to portray a family-friendly image to its consumers. They
can collaborate with popular families in the country like the Kramer family. The Kramer
family is publicly perceived as a family worth the adoration and respect because of their
solid relationship with their children. SM Lipa Cinema can feature them in online
advertisements, publication materials, and a series of short-form videos that showcases
the Kramer Family enjoying their experience inside the SM Lipa Cinema theater. The
message of these materials should revolve around how great cinema experiences are as
a form of family bonding.

❖ Bring your Besties to the Movies Day

Another important social connection is the bond between friends. According to the
survey conducted by the group. This shows how effective communicating to friend groups
is when communicating the benefits of cinema experiences. Bring Your Besties to the
Movies Day is an event wherein friend groups can bond with each other. The features of
the event are access to photo booths, discounted ticket price for groups with at least five
members, and souvenirs. They will also be given a chance to win free movie tickets if they
post their group selfie online with the hashtags #BestiesatSMCinema.

❖ Publicity Event (FAM-ATHON)

This event is another tactic which targets family viewers. FAM-ATHON is a movie
marathon event featuring the Top 3 Best-Ranked Family Movies of all time. In FAM-
ATHON, families will be participating in an event which will last the whole day. The event
will be sponsored by other brands with the same corporate values such as Jollibee, a
Filipino brand who also values building and strengthening family bonds. The event will
start early in the morning where families will be registering to the event. It will be composed
of various fun-filled activities, games, and family film viewing designed to make
participants communicate and cooperate with each other.

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 ❖ Promotional Discount News Release
The SM Cinema will provide discounts to people with chronic and terminal
illnesses. They will give these people a memorable and fun-filled movie experience that
will help them in alleviating their stress and suffering. The company will publish news
releases about this and will communicate to the public that watching films is not only a
source of entertainment, but can also be a source of an inspiration to fight, especially for
those individuals who feel hopeless about their situations. This news release will help SM
Cinema portray an image of a brand who values a life filled with joy and hope.

IX. SCHEDULE/TIMELINE

January
TO DO Week 1 Week 2 Week 3 Week 4
01-08 09-16 17-24 25-31
Monthly Briefing and checking of goal/objective status 02
meeting
Social media post of concern 05
Coordinating with collaborations on kramer family and 10 28
the 4 celebrity endorsers
Coordinating with Health NGOs for partnership 15 31
proposals
Mid-Month social media post updates and reminders of 16
safety protocols
End of the Month social media post update and 31
reminders of safety protocols

February
TO DO Week 1 Week 2 Week 3 Week 4
01-08 09-16 17-24 25-29
Monthly Briefing and checking of goal/objective status 02
meeting
Presentation of Partnership Proposals 10-15
CineMask Photo-Op Postings 14 20
Preparation for Employee Training in Online and 15 28
Offline Customer Service
Mid-Month social media post updates and reminders of 16
safety protocols
End of the Month social media post update and 29
reminders of safety protocols

17
 March
TO DO Week 1 Week 2 Week 3 Week 4
01-08 09-16 17-24 25-31
Monthly Briefing and checking of goal/objective status 02
meeting
Employee Training in Online and Offline Customer 05-08
Service
Improving the Website and Application 08 31
Announcement on Social Media Accounts and Official 10
Website of Health NGO Partnerships
Filming of Celebrity Endorsers Promotional Ad 11 25
Mid-Month social media post updates and reminders of 16
safety protocols
End of the Month social media post update and 31
reminders of safety protocols

April
TO DO Week 1 Week 2 Week 3 Week 4
01-08 09-16 17-24 25-30
01 30
Improving the Website and Application
Monthly Briefing and checking of goal/objective status 02
meeting
Research on the trends for cinema food and 03 21
beverages/Market Research
Start of Posting and Sharing of Celebrity Endorsers 10
Promotional Ad
Filming of Videos and Photoshoots with Kramer 15 20
Family to be posted on Social Media Accounts and on
Billboards
Mid-Month Social Media Post Update and Reminders of 16
Safety Protocols
Preparation for the promotional discounts 18
Creation of promotional posters and digital ads for 20
promotional discounts
End of the Month Social Media Post Update and 30
Reminders of Safety Protocols

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 May
TO DO Week 1 Week 2 Week 3 Week 4
01-08 09-16 17-24 25-31
01
Announcement of Website and App Improvements and
Announcement of Ticket System Improvements
Monthly Briefing and Checking of Goal/Objective 02
Status Meeting
Preparation for the Filming of the Short Documentary 03 30
Film
New Billboards with Kramer Family 10
Posting of Videos and Photos with Kramer Family on 12
Social Media Accounts and Official Website
Promotional Discount Implementation with Social 14 21
Media Posting Updates
Mid-Month Social Media Post Update and Reminders of 16
Safety Protocols
End of the Month Social Media Post Update and 31
Reminders of Safety Protocols

June
TO DO Week 1 Week 2 Week 3 Week 4
01-08 09-16 17-24 25-30
02
Monthly Briefing and Checking of Goal/Objective
Status Meeting
Improvement of Facilities (Chairs, Recleaning the 03 20
whole theater, etc.)
Changing the food and snacks in the Snack Bar 10 30
Coordinating with Batangas Province officials and 15 30
preparation for the sponsored festival
Mid-Month Social Media Post Update and Reminders of 16
Safety Protocols
End of the Month Social Media Post Update and 30
Reminders of Safety Protocols

July
TO DO Week 1 Week 2 Week 3 Week 4
01-08 09-16 17-24 25-31
02
Monthly Briefing and Checking of Goal/Objective
Status Meeting
Preparation for the Sublian Festival Sponsorship 10 20
Mid-Month Social Media Post Update and Reminders of 16
Safety Protocols

19
Preparation of the Festival Venues 21-22
Sublian Festival Sponsorship 23
End of the Month Social Media Post Update and 31
Reminders of Safety Protocols

August
TO DO Week 1 Week 2 Week 3 Week 4
01-08 09-16 17-24 25-31
02
Monthly Briefing and Checking of Goal/Objective
Status Meeting
Mid-Month Social Media Post Update and Reminders of 16
Safety Protocols
End of the Month Social Media Post Update and 31
Reminders of Safety Protocols

September
TO DO Week 1 Week 2 Week 3 Week 4
01-08 09-16 17-24 25-30
02
Monthly Briefing and Checking of Goal/Objective
Status Meeting
CineMask Photo-Op 03 15
Mid-Month Social Media Post Update and Reminders of 16
Safety Protocols
CineMask Photo-Op Social Media Posting 18-20
End of the Month Social Media Post Update and 30
Reminders of Safety Protocols

October
TO DO Week 1 Week 2 Week 3 Week 4
01-08 09-16 17-24 25-31
01 30
Improvement of the Website and App
Monthly Briefing and Checking of Goal/Objective 02
Status Meeting
Mid-Month Social Media Post Update and Reminders of 16
Safety Protocols
Preparation of Bring Your Besties To The Movies Day 18 25
promotional materials
End of the Month Social Media Post Update and 31
Reminders of Safety Protocols

20
 November
TO DO Week 1 Week 2 Week 3 Week 4
01-08 09-16 17-24 25-30
01 30
Improvement of the Website and App
Bring Your Besties To The Movies Day promotions 01 14
Monthly Briefing and Checking of Goal/Objective 02
Status Meeting
Bring Your Besties To The Movies Day 15
Mid-Month Social Media Post Update and Reminders of 16
Safety Protocols
Creation of FAM-ATHON promotional materials 18 25
End of the Month Social Media Post Update and 30
Reminders of Safety Protocols

December
TO DO Week 1 Week 2 Week 3 Week 4
01-08 09-16 17-24 25-31
01
Announcement of New Improvements and Updates on
the Website and App
FAM-ATHON promotions 01 14
Monthly Briefing and Checking of Goal/Objective 02
Status Meeting
FAM-ATHON 15
Mid-Month Social Media Post Update and Reminders of 16
Safety Protocols
End of the Year Meeting for Evaluation of Goals and 30
Objectives
End of the Month Social Media Post Update and 31
Reminders of Safety Protocols

X. BUDGET/RESOURCES

A. Expected Expenses

EXPENSES AMOUNT

Printed Promotional Materials Expenses Php 10,000

Sponsorship Expenses Php 500,000

21
 Kramer Family Talent Fees Php 5,000,000

Social Media Boost Fees Php 10,000

Celebrity Endorser (4) Talent Fees Php 4,000,000

FAM-ATHON preparation expenses Php 500,000

Miscellaneous Expenses* Php 3,000,000

(*This includes the 5% ticket discount on
the first 50 consumers qualified for the
promotional strategy of SM Cinemas.)

Potential Extra Expenses* Php 1,480,000

(*This is a projected number wherein it

will only be used if the sum of the listed
expenses above is not enough to cover all
the expenses.)

TOTAL Php 14,500,000.00

B. Expected Cost Off-Sets

OFF-SET AMOUNT

Projected Profit Increase Php 15,000,000.00

Projected Profit from Sponsored Php 1,000,000.00.00

Fiesta/Festival

Projected Profit from FAM-ATHON Php 1,000,000

TOTAL Php 17,000,000.00

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XI. EVALUATION PLAN

❖ FIRST OBJECTIVE
To measure the 20% improvement in the brand credibility and image, SM Lipa
Cinema will evaluate through the Sentiment, Brand Impression, and Social Media
Engagement. A Sentiment survey will be shared to the members of the public wherein
they will be asked to answer a short survey questionnaire to express their opinions and
relay feedback on their thoughts about the brand’s credibility and image based on the
efforts they did to resolve the issues. This will be used as additional evidence on the
quantitative figures of the other KPIs. For the percentage itself, the other KPIs will be
evaluated. The Brand Impression will measure the improvements in the positive
perception of the public on the brand. Lastly, Positive Social Media Engagement will
measure the rate of positive engagement that occurred on the posts to check how many
members of the public are interacting and engaging with these posts. If the increase in the
KPIs mentioned above comparing the past results and current results are equal or
exceeds 20%, then the first objective is successful.

❖ SECOND OBJECTIVE
To measure the 25% brand trust of the consumers towards the business, SM Lipa
Cinema will evaluate through the Net Trust Score, Purchase Intent, and Brand Preference.
The Net Trust Score will measure the amount of trust the consumers have towards the
business. Meanwhile, the Purchase Intent which is part of measuring brand consideration
will measure the amount of willingness and the intention of the consumer to purchase the
tickets of SM Lipa Cinema. Lastly, the Brand Preference will measure how much do
consumers prefer SM Lipa Cinema to other competitors. If the increase in the KPIs
mentioned above comparing the past results and current results are equal or exceeds
25%, then the second objective is successful.

Additionally, to further deepen the evaluation for this objective, SM Lipa Cinema
will also use the KPIs Sentiment, Net Promoter Score and Customer Satisfaction Survey.
The Sentiment survey will be used to figure out the comments and feedback of the
consumers in relation to their brand trust towards SM Cinemas, particularly what needs to
be improved. On the other hand, the Net Promoter Score will measure the willingness of
a consumer to promote SM Lipa Cinema as this is related to their amount of trust towards

23
 the brand. Lastly, the Customer Satisfaction Survey will measure if SM Lipa Cinema can
satisfy their consumers consistently and effectively. Positive responses on these KPIs can
be another indicator that the second objective is successful. However, negative responses
will be considered even if the second objective is attained to improve the results of these
KPIs as they are still related to the second objective.

❖ THIRD OBJECTIVE
To measure the 15% increase in the number of annual ticket sales, SM Lipa
Cinema would measure through the KPI Sales Target Attainment. The Sales Target
Attainment which is 15% more than the annual sales last year will be used to measure if
SM Lipa Cinema was able to objectively attain the target amount of ticket sales for the
year. If the increase in the KPIs mentioned above comparing the past annual sales and
current annual sales are equal or exceeds 15%, then the third objective is successful.

Additionally, other KPIs which are Monthly Revenue, Annual Sales Revenue,
Sales Volume, Monthly Sales Growth and Product Performance will be measured to
evaluate this objective more thoroughly and to be able to analyze more data related to this
objective. The Monthly Revenue will measure the amount of revenue gained by SM Lipa
Cinema per month while the Annual Sales Revenue will measure the amount of revenue
gained for the whole year. On the other hand, the Sales Volume will measure the number
of tickets sold and the Monthly Sales Growth will measure how much growth was achieved
in the amount of ticket sales per month. Increase in the results of the mentioned additional
KPIs further support and prove the success of the third objective. Lastly, the Product
Performance will determine which movies have made the most profits and sales. This will
be helpful in discovering what types of trending movies can be helpful in attaining sales
goals and objectives for future reference.

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APPENDICES

APPENDIX A
List of References Used

DATAREPORTAL (2022). Digital Around The World. Retrieved from https://datareportal.com/

global-digital-overview#:~:text=The%20latest%20data%20reveal%20that,5.48%20billion
%20in%20October%202022

Forbes (2021, June 28). Post-Pandemic Media Consumption: Online Streaming Accelerates A
New Content Experience. Retrieved from https://www.forbes.com/sites/forrester/2021
/06/28/post-pandemic-media-consumption-online-streaming-accelerates-a-new-content-
experience/?sh=43c536818cf5

Hervé, C. & Mullet, E. (2009, April 27). Age and factors influencing consumer behaviour.
International Journal of Consumer Studies, 33(3), 302-308. Retrieved from
https://onlinelibrary.wiley.com/doi/full/10.1111/j.1470-6431.2009.00743.x

Hicap, J. (2022, February 25). SM Cinema reveals list of theaters, rules for BTS Seoul concert
live viewing in PH. Retrieved from https://mb.com.ph/2022/02/25/
sm-cinema-reveals-list-of-theaters-rules-for-bts-seoul-concert-live-viewing-in-ph/?amp

Parnala, A. (2022, December 1). Best Streaming Services in the Philippines. Retrieved from
https://www.noypigeeks.com/featured/best-streaming-services-philippines/

Silfwer, J. (2015, June 11). The publics in public relations. Doctor Spin. Retrieved from
https://doctorspin.org/public-relations/corporate/publics/

Smith, Ronald D. (2017). Strategic Planning for Public Relations (5th Ed.). New York:
Routledge. Step3/chapter 3. Pages 63-99.

SM Investments Corporation. (n.d). Our History. Retrieved from

https://www.sminvestments.com/about-us/our-history/

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SM Investments Corporation. (2016, January 7). SM Cinema brings world-class entertainment
closer to provincial areas. Retrieved from https://www.sminvestments.com/press_
release/sm-cinema-brings-world-class-entertainment-closer-to-provincial-areas/

Statista Research Department (2022, September 12). Streaming in the Philippines. Retrieved
from https://www.statista.com/topics/8367/streaming-in-the-philippines/
#topicHeader__wrapper

Varcas, M. (2022, July 27). Still the best seats in the house? The cautious return of the cinema
industry. Retrieved from https://www.bworldonline.com/special-reports/2022/07/27/46
3270/still-the-best-seats-in-the-house-the-cautious-return-of-the-cinema-industry/?amp

Zaichkowsky, J. L. (2009, June). Exploring Art Film Audiences: A Marketing Analysis. Journal of
Promotional Management, 15(1), 212-228. Retrieved from https://www.researchgate.net/
publication/233158507_Exploring_Art_Film_Audiences_A_Marketing_Analysis

APPENDIX B
Conducted Online Survey

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*Note that some of the answers from this survey were also taken into consideration as the tactics
and strategies to be implemented in this plan were brainstormed.

APPENDIX C
Customer Reviews

FACEBOOK

27
28
TWITTER

29
30
SM CINEMA APP ON PLAYSTORE

31
 APPENDIX D
Health Futures Foundation, Inc.

Source: https://www.healthfuturesfoundation.com/

32