You, first:

In about one month, NewCampus — a brand known for leading digital training programs across Southeast Asia — will dramatically transform, acquire a cryptocurrency bank and list on the NYSE.

“Wait, what?”
“Who are they?”
”Why are they doing that?”
”How did they get here?”
”Where are they going with this?”
”Can they prove their listed launch is going somewhere?”

Our job as your PR agency is to help you navigate this landmark moment and establish your credibility with U.S. stakeholders.

How we’re approaching it

First, NewCampus needs to get through this announcement.

One month is not enough time to properly concept, align and roll out the right out-of-the-box campaign for disrupting an entire industry. You don’t want to rush this process and attempt to complete it before your listing. We want to come up with the right disruptive campaign: not just any campaign.

We propose a three-month engagement (October, November, December) during which we:

1. Take care of the immediate need by handling U.S. media relations for the bank acquisition and de-SPAC listing

2. Equip you for what’s next by coming up with a bold, daring campaign designed to drive cultural relevance, grassroots excitement and adoption

Press

Back to you.

The immediate need is tactical help with your messaging, targeting and outreach.

Materials

As we prep for the announcement, these are the deliverables we’ll produce:

• Audience Refinement: Creating a profile of your target audience which all efforts will be intent on reaching

• Message Guide: Reviewing existing messaging, drafting initial messages, discussing and refining

• Media Audit: Reviewing recent coverage of your closest competing announcement, analyzing, producing and discussing insights

• Asset Audit: Reviewing your existing photography and video assets, making announcement-specific selections and providing recommendations on changes to support the final messaging

• Press Kit: Creating a media-ready press kit, drafting copy, incorporating approved assets, discussing, refining, finalizing, hosting

• Media Monitoring: Establishing monitoring terms for brand, executive and service names

• Press Pitch: Developing angles and discussing with you

• Press Release: Drafting, refining and finalizing with you, coordinating over a reputable U.S. news wire

Targets

We’ve already given thought to the targets we’ll engage when we conduct the bank acquisition and de-SPAC listing announcement.

Following are the press categories we’ve selected, with one example from each category for reference.

1. U.S. National News press with Business sections

   1. e.g., (New York Times) Business

2. U.S. National Business press

   1. e.g., Financial Times

3. U.S. National Business broadcast press

   1. e.g., This Week in Startups

4. U.S. Regional Business broadcast press in acquired bank market

   1. e.g., Crain's New York Business

5. U.S. National News press with Fintech sections

   1. e.g., (CNBC) FinTech

6. U.S. National Technology press

   1. e.g., TechCrunch

7. U.S. National Startup press

   1. e.g., Seeking Alpha

8. U.S. National Banking press

   1. e.g., American Banker

In total, we’re anticipating 100 individual viable Earned Media targets for this announcement. Each of those targets will need a round of outreach followed by multiple rounds of follow-up — all before the end of the year.

The Big Idea

The longer-term need is strategic help as you attempt to do something unmissable.

While we’re handling the Press Outreach, we’ll also be creating something bigger: a signature NewCampus campaign based on an undeniable Big Idea.

These are the results from a few of our signature Big Idea campaigns.

Big Idea Example 1 of 3: T.R.I.P.

We invented the world’s first album on a beer can for Aeronaut Brewing Co. It sold out twice and put a new beverage player on the map in multiple industries at the same time.

Big Idea Example 2 of 3: Mix It Up

We turned social insiders into inspired menu items for Life Alive Organic Cafes. It made healthy eating cool, and introduced a new generation of consumers to the brand.

Big Idea Example 3 of 3: The M.O.M. Squad

We created the world’s first team of pregnant comic book superheroes for SUMR Brands. It earned coverage around the world and the client said it was the most exposure they earned in their 30-year history.

How we do it

Every one of our award-winning campaigns comes from a creative campaign exploration which contains these parts:

Idea Creation

The Creative Compass℠ is our proprietary idea creation process. It involves:

• Client interviews on positioning, objectives, challenges, audiences and assets

• Audience interviews on awareness, opinions and behaviors

• Reacting to interview information for initial idea creation

• Sharing first slate of ideas with you for early feedback on direction

• Secondary research into openings for the brand within pop culture

• Mining the research for insights and second round of idea creation

• Sharing second slate of ideas with you for feedback

• Developing the best ideas into three viable breakthrough campaign concepts

Planning

Map Making is our planning process once we’ve aligned on the big idea, which involves:

• Setting the goals

• Defining the strategy

• Detailing the tactics

• Clarifying the audience

• Writing the messaging

• Drafting the call-to-action

• Identifying communications platforms and their use

• Identifying the third party targets and showing you the way in to them

• Reviewing events in the space where it makes sense to be involved

• Determining how the program will be evaluated

• Helping you pick the right spokesperson

• Creating a program timeline

• Outlining anticipated out-of-pocket costs

Timeline & Budget

If this is the first major PR engagement for NewCampus in the U.S., we recommend approaching this as a three-month project that gets the brand through its immediate need, equips it for 2026 and gives the client/agency relationship the opportunity for a trial run before an annual commitment is made.

Timeline

October 1, 2025 through December 31, 2025.

Budget

Fee: For the three-month engagement we’ve put forward in this proposal, the total fee is $86,550, prebilled in 3 equal monthly installments of $28,850.

Expense: Out-of-pocket costs we anticipate incurring while servicing this scope are roughly estimated to be $3,000. This includes a wire vendor payment for one press release issued over a reputable U.S. news wire, and five research compensation payments of $200 each made to each of your target audience members we interview during the Big Idea exploration.

Expiration

This plan and price quote is valid for 10 days from issue, expiring 2025.09.28.

Looking ahead

This engagement was designed to get you through a fast-approaching listing while also developing your primary PR programming for 2026.

2026 execution would be part of a separate agreement which we’ll discuss as this initial engagement concludes. It will include:

Execution

Driving is the execution of the Big Idea, once we’ve landed on the right one with you.

This may involve earned press outreach, paid influencer outreach, paid social advertising, owned thought leadership, in-person activations and more — whatever we collaboratively determine is necessary to carry out the ambitious campaign concept we’ve created together.

We will advise NewCampus on additional 2026 recommendations at that time as well, setting the table for a landmark 2026.

We hope the approach we’ve outlined aligns with the NewCampus vision, and welcome your feedback.