Report D

THE FINAL
THE FINAL
CO-OP REPORT
www.ttp.sa
info@ttp.sa
the_ttp
thr_ttp
Moayad Abdulaziz Al Jandoul
Marketing | 435104834
Work adviser: Faisal AlObrah
Academic adviser: Dr.Ahmad AlMotawa

Pages
Pages
6 - 11 12 - 17
1 2
Section
Section
Company
Changing the world!
About TTP
Human Growth
TTP’s Departments
Team Member
Clients
How do we think?
8
8
9
9
9
11
CO-OP Objective:
during the CO-OP
Hungerstation
AlRomansiah
Shawarmer
Little Caesars
14
14
14-15
16
16
17
2

Pages
Pages
18 - 21 22 - 25
3 4
Section
Section
How do I see them?
Finally!
Evaluations
Recommendations
20
21
Future
Conclusions
References
24
24
24
3

Executive Summary
In this report you will find detailed information about my four months’ internship program.
You will also find overview to the organization that I work in, the tasks and responsibilities
that I had taken. In the report I will explain the role of each depar
tment, and how the internship program contributes to my personal skills and knowledge,
and finally I will share my personal evaluation of the internship program and how
this program affects my future plans
Introduction
It’s assigned to all College of Business Administration (CBA) students to spend 4 months
of CO-OP training under any organization that fits their major requirements. I had my
training at To The Point advertising agency (TTP) in creative team. This program requires
full time job and effort in order to sharpen the knowledge and skills learned in
the university.
I have worked as creative copywriter during my training and I was exposed to different
tasks during that period. The main tasks that I have worked on are:
• Generate new campaign ideas.
• Writing ads scripts (Video and radio).
• Create communication plan for social media.
• Handling Customer Relationship Management (CRM) includes “SMS - Telegram -
Push notification - In app ads”.
These tasks were accomplished during my training period at TTP.
4

The Story..
Prior to joining King Saud University, I had a tough time deciding my future. Three
completely different paths were available, military, overseas scholarship, or King Saud
University. After long thinking, I cleared my mind and chose to start my journey at King
Saud University. I thought that deciding what to do after high school was the crucial moment,
until I faced new challenges and difficulties at King Saud University, and I had to
choose my career path. Should I go to computer science, which is my hobby? or business
school where I see my passion there? So I have made my decision to go with my passion,
and I thought choosing my career path was the crucial moment, till I found there are
different majors in college. I asked myself am I good in numbers? Technology? Or storytelling?
After evaluating myself I figured that marketing is what I am good at. Again I
thought considering what major I’m good at was the crucial moment.
So, was my decision to practice the co-op training in an advertising agency the crucial
moment?
Moayad AlJandoul.
5

6

Section
1
Company
About TTP
Human Growth
TTP’s Departments
Team Member
Clients
How do we think?
8
8
9
9
9
11
7

To
The
Point
1.
About TTP
To the point (TTP) is a local leading creative advertising
agency started in 2012,with headquarters
in Riyadh. They stood out as an expert in crafting a
communicative tone that Saudi’s youth understand
and love, by using rich cultural insights and slang in a
creative layer that speaks to the saudi audience.
Figure (1) TTP office picture
A small information
I had my CO-OP training program
at To the Point advertising
agency as creative copywriter. I
worked for TTP 8 month. My position
as creative copywriter applied
my education as a marketing
student by putting a strategy
and writing developing content
for social media regarding the
consumer behavior and product
feature. also helped me how to
think differently from others.
2.
Human Growth
One of the core values that TTP believes in, Human
Growth does not just tackle the idea of increasing the
employee strength and skills in their workplace environment
to serve their company, but also ( and more
importantly) getting them out of their comfort zone
and encouraging them to try new skills and tools and
build them as decision makers to see them grow personally
and be key players in their industry.
8

3.
TTP’s Departments
Companies differ from each other, but most advertising
agencies are divided in the same way, and they
are as follows:
• Creative Department (Creative Directors, Graphic
Designers, Art Director, Production Officer, and
Copywriters).
• Client Servicing Department (Account Directors,
Managers, and Executives).
• Finance (Chief Accountant)
5.
Clients
HungerStation, Shawarmer, Careem,
Little Caesars, Nasma Airlines,
Hearfy, AlMosafer, Zain,
Abdulsamad AlQurashi, Najm, Zad,
Zid, Romansiah, Saudi Customs,
4Twins, Ministry of environment,
Ministry of Housing, Ministry of
Health, Ministry of Justice, and
Transporting Ministry.
4.
Team members
Imad Abdulmalek ( Account Director), Majed Alajmi
(Managing Director) and I’m glad to be coached by
Faisal AlObrah (Creative Director) and Saad Alharbi
(Creative lead). Also being side-to-side with 22 wonderful
people who working with love and creativity.
Without them I won’t be able to be the person how i’m
now trained me and helped me to think differently.
Figure (2) TTP team member
9

10

6.
How do we think?
• Result stage:
This is the last stage were our work
go public
The thinking process in TTP are structured into:
1) Brainstorming 2) Direction
3) Result 4) Reaction
and this a small case explain shows you how..
Careem App “My clients are 70% of them women. I
want more men to use the app!”
• Brainstorming stage:
we asked our self: Almost all men drive cars
and the situation is normal! How do I change their
lifestyle? so we take the sticky note out and write some
ideas for example:
Figure (4) OOH ad
Figure (3) Sticky notes
• Direction stage:
After brainstorming stage we got the idea we want so
we build on it.
The idea: the philosophy of Socrates!
Socrates began to ask questions, pretending that he
knew nothing, and then arranged the dialogue in such
a way that the interlocutor discovered little by little
the flaws of his thinking, until he finally found himself
confined so that he had to distinguish between right
and wrong.
And we got the idea of these questions ..
Seriously you still Driving?
Seriously you still Pay petrol?
Seriously you still Spin position?
Seriously you still Pay Fine?
11

12

2
Section
Changing the world!
CO-OP Objective:
during the CO-OP
Hungerstation
AlRomansiah
Shawarmer
Little Caesars
14
14
14-15
16
16
17
13

Objective
CO-OP Objective:
If you can dream it, then you can
achieve it. “Zig Ziglar”
Since my acceptance at TTP, I
began to dream of a successful
internship at the company.
My objective lies under several
factors such as gaining as much
experience as possible while
training, proving myself to receive
an offer from the company
after the internship program.
What I did?
My Co-Op training program at To The Point was in the
creative team. My main tasks were writing a creative
content and generate new ideas.I learned how the
process of an advertising agency flows and how they
actually deal with their clients.
I have worked for most of the major clients that TTP
has, such as: HungerStation, Shawarmer, Little Caesars,
Herfy, AlRomansiah and Saudi Customs.
I also attended meetings, status updates, and also
brainstorming sessions. As I have learned how to communicate
about the idea that we are going to present,
where we have to sell it to the client and make it as
clear as possible.
1.
HungerStation
HungerStation is a website which has opened people’s
doors and mouths to more dishes than they could ever
ask for.
Objectives during the CO-OP:
• Gain new skills and learn new
things
• Understanding how an advertising
agency works.
• Adapt to the work environment
• Demonstrate my talent and
learn new skills
• Ability to handle and take responsibility
for any request
• Alan Campaign:
Hungerstation are launching campaign on media
channels used will be: Gyms (Female\Male), clinics
and petrol stations. Since each channel targets
Different Segments they need each visual to communicate
a different massage. The result:
Figure (5) Alan campaign
14

• Values Rebranding:
HS want to rebarnd thier internal values and make
a story for each value. They want to avoid the usual
way for the values, also do something unique, different
and not redundant. The result:
• 20 min campaign
HS are lunching a delivery
campaign that your order will
be on your hand in 20 min. The
result:
Figure (6) Values
Figure (7) Values posters
Figure (9) 20min campign logo
• Thank you cards:
HS need a design for Thank you Card stand for HS
employees. to Improve the work environment and
Increase Efficiency. The result:
the idea is writing on the box thank you in many
language and tell the emplyees “Say thank you but
on your way”
Figure (10) 20min campign key visual
Figure (8) thank you card stand
15

2.
AlRomansiah
Al-Romansiah Company is the
first and most famous company
that offers the traditional Saudi
cuisines with high quality and
special taste. Al-Romansiah company
was established in 1418H
3.
Shawarmer
Shawarmer is unique drive to make the perfect shawarma.
To take a traditional street food and through
innovation, creativity and experimentation.
• Samoli:
Shawarmer is bringing back Samoli to the menu
and they need to communicate that Samoli is back
while subtly hinting at its better and reformed
quality The result:
• Paella:
Al-Romansiah is looking for
the first time with a product
out of their style, as it roamed
a popular Spanish meal in a
Saudi style. “Paella” and we
had to launch a campaign for
the new product. The result:
Figure (13) Samoli key visual
Figure (11) Paella key visual
• National Day:
Al-Romansiah is campaigning
on the national day, and they
want to focus on charitable
responsibilities, and they will
link it to the national day. The
result:
• um-donthum:
Shawarmer are Introducing a new product that
is not garlic based and they want a new name of
product and comunicate it The result:
Figure (12) National day key visual
Figure (14) um-donthum key visual
16

4.
Little Caesars
Little Caesars is International Inc. is the largest carry-out
pizza chain in the world and Bazbaza International
Trading Co. Ltd.
Figure (16) Cerminos Logo
• Stuffed crust pepperoni:
Little Caesars have a new dough with cheese tips
and pepperoni for the first time and they want a
tag-line. The result:
Figure (17) dominos bad promotions
then, we changed the LC account
to “khaistro” and pretending we
are Meastro pizza.
Figure (15) stuffed crust
• Branding Campign:
In the midst of the fierce war in prices led by pizza
restaurants, Little Caesars intends to enter into
another side and a new area controlled by it to
present a campaign serving the brand through
creative ideas. So we had to come up with a strange
and different style from the rest. In this case, either
Little Caesars succeeds and lives or dies in the
market. We decided to campaign in a new and different
way so that we joke in a provocative way to
attract great interest and we succeeded. The result:
Figure (18) Khaistro Logo
Figure (17) Khaistro bad promotions
First, we symbolized the “Tamis” as a Competitors
pizza.
After that, we changed the LC account to “Cerminos”
and pretending we are dominos. we act like
we are dominos and doing promotions that dominos
did but in bad way.
17

18

3
Section
How do I see them?
Evaluations
Recommendations
20
21
19

Evaluations
1.
Workplace
Being a part of an advertising
agency is incredible. Each day
I learned new different things
and applied different aspects. I
learned in only 7 months more
than I thought. They found my
skills and develop it and became
a hero of my own. Also I know
now what does each job name
stand for and what are their
responsibilities to do, such as
the account executive, and the
creative. I also learned on how to
professionally use google document
in report writing, and
Keynote for presentations. Today,
I am capable of repeating all the
tasks I have done in less time and
more effectively.
2.
My self
Skills Learned and Experienced that I got ot from
TTP are:
• Think differently: If i asked to bring a new idea for
any company I can do it
• Presenting in front of an audience: Now I can explain
any idea to the clients
• Punctuality/timeliness: I learnt to be at the office
at the right time and leave on the right time.
• Advertising agency process: I learned how the
agency runs and what are the steps and procedures
that each job has to go through.
• Working under pressure: I gained this skill by the
continuous tasks I was receiving, which made me
get used to it and now it’s normal for me to give
100% of my effort under pressure.
3.
University
what are the benefits I received from courses?
• Principles of Marketing: It was my inspiration that
makes me a marketing student, This course had
covered all marketing aspects.
• Integrated Marketing Communication: This
cource was the reasons that I wanted to work in an
advertising agency
• Stratigic Marketing: It was the critical course of
implementing the marketing terms in a workforce
20

Recommendations
1.
To improve CO-OP
I would recommend that the university should be
more in touch with the student, as there should be
more communication between the student and the
university. Also, they should start a explaining to students
the industries options they might do their training
at, whether it is at an advertising agency, bank, or
a company, they should give them a clear insight on
what they might face for their coop program.
Suggestions:
I do suggest to marketing department
to improve or adding new
courses that relate to advertising
such as:
• Branding
• Graphic design
• Motion graphic
• Photography
2.
To Students
I would recommend the students to know their interest
in their major before starting to train with a company,
so basically before applying or accepting a training
offer, they should make some research about the
company itself and also ask the experienced people, to
know the company and have knowledge of where they
are going.
21

22

4
Section
Finally!
Future
Conclusions
References
24
24
24
23

About
My Future
My goals for my upcoming future:
• Getting a master degree in communiczzation marketing
• be a creative director at my own agency.
Conclusions
the experience at TTP has taught me the following:
It helped me writing scripts more clearly and without
needlessly jamming words, as it always need to be as
short as it needs to be to deliver the message.
How to subtly invoke a thought in the client that manages
to create a need, and then the agency turn in the
process is to fulfil that need by providing a service that
does
Back to my first question “was my decision to practice
the CO-OP training in an advertising agency the
crucial moment?”
I have learned that our life is all about crucial moment,
that we make decisions and thought this will change
our life, forgotten the new challenges upcoming. Now
I’m considering myself as junior copywriter but how
about tomorrow?
24

References:
www.ttp.sa
www.hungerstation.com
www.shawarmer.com
www.alRomansiah.com
www.new.littlecaesarsksa.com/
25

26

27