A SPEC communications plan made in 2010

1. dada veloso-beltran
dadaspeaks.com | dadaspeaks@gmail.com

3. Alsayegh Media is the first full service media agency in the Gulf Region, owned and
operated by a recognized media expert from the region.
Our company straddles the crossroad of opportunities with an uncompromising
appreciation of its heritage and fresh aesthetics of a digital world. This fusion allows us
to offer solutions that are strategic, aspirational and positively disruptive.

4. We target organizations and individuals looking to refine their brand strategy and the
communication initiatives needed to send that message to the public. Specifically, we provide
expertise in traditional and digital media for a strategic, creative, and integrated marketing plan.
Our clients are forward-looking organizations who need the creativity and breadth of a big
agency and the nimbleness and enthusiasm of start-ups. These people appreciate authenticity,
imagination and insight, and are innovators with far-sighted vision.
Our clients are afraid of inertia more than anything else.

5.  Entering a very competitive market where big agencies have long
established a following
 Zero brand awareness
 Company’s capabilities & USP have not been properly communicated
 Some negative misconceptions may exist about the company’s
background

6.  Generate buzz about the company’s entry into the creative marketplace
 Differentiate and brand on dimensions of message, delivery, and engagement
 Establish a strong digital presence - develop a community for creative Filipinos
from which the company can generate authentic insights and make responsive
recommendations. Use this platform to engage the online community through
crowdsourcing. This initiative gives credence to the company’s proposition.

7. deliverance
Recognize Alsayegh Media’s entry into the creative marketplace by running a
credentials campaign that positions Alsayegh Media as the creative agency
“that delivers” - that gets the message and delivers it right.
Proposition: It’s all about the delivery.
Goal: Create a “deliver” moment and movement.

8.  Capitalize on the bloated, often indifferent stance of big agencies and offer
more responsive marketing campaigns.
 Strategy of proof: our team delivers it right. “AM delivers.”
 Establish the brand as a leader in crowdsourcing. This will form an integral
part of how Alsayegh Media delivers the message right.

9. execution: “Oops. Wrong send.” (OOH, print, digital, PR)
rationale: In Asia, the Philippines is the top user of mobile text services The sentence is a
common (although gramatically wrong) expression to indicate that the wrong message has been
sent to the right person and vice-versa. This is an effective metaphor for the industry – in both
cases, the consequences may be dire for brands and companies if we don’t deliver it right.
This copy also positions Alsayegh Media as a foreign company that truly understands and
appreciates the Filipino psyche – an appealing concept to Filipinos. Moreover, the use of
technology to highlight human relations is a rich material for further campaigns.

10. Print and OOH materials can depict humurous and biting situations that show the
pains/risks of sending the wrong message or to the wrong person. Tone and visuals
should be witty and funny because Filipinos digest things better with humor.
Take note that all materials and executions brand the company and testify to its
capabilities – so deliver it right.

11. For digital, buzz can be created by engaging the online population to send in their funniest or
worst case “wrong send” scenarios – most likes on facebook wins. Video and photo contests can
also be launched. Authoritative bloggers will also be engaged. PR articles about “delivering it
right” will also be syndicated.
mother site & microsite - An unbranded “wrong send” or “deliver it right” microsite will link to
the main Alsayegh Media site. A main feature of the mother site would be a crowdsourcing –
allowing the audience to participate in the generation of ideas – because only through authentic
conversations do we get the message and the delivery right.

12. hush
For activation, a silent movie or mime theme can be used. Invites may have the text “wrong send”
in front, but inside it says something like – “no, this is not a wrong send letter... this means that you
are the right person and that you have been invited to the exclusive Hush event.”
As the event starts, the audience will be asked to hush for a certain period of time - a countdown
to break the silence will be the main event of the show. “No to wrong sends” will be the rally cry.

13. the desert is ever shifting…
ever in pursuit of what’s next…
it is disruptive, it is creative
it is fertile with possibilities
a land unbarren