integrating strategic marketing & communications

In working together, were not just going to give advice verbally and submit documents, charts, or graphs for you to study and analyse by yourself. WE WILL WORK TOGETHER with your staff and employees, with your partners and resellers, and BRING CONCEPT TO ACTION. That is how our consultancy relationship will work. We will see to it that that the plan works.
Our process will begin with an information gathering and competitive intelligence study. It will serve as yardstick for the action we need to do in the market.

We focus on your business objectives, operations, distributors and resellers, your competitors, and the different target consumers that we want to capture. We will look at the market and sales performances of each of your product-brands, as well as the current market perceptions for each product --- and alongside with competitive brands.
We will explore your market, and then look into the opportunities, and try to find the solution to possible problems .

At every stage of the strategic consultancy process, we will work closely; drawing on the knowledge and drive results into effective solutions and opportunities. Together, we will put our plans into action.

We will develop a Basic Blue Print to follow in the course of our work together, to guide us in every step of the way and to serve as managements chart for monitoring our efforts During the process, our activity efforts will be supported with:
WRITTEN PLANS: Documentation of agreed plans for marketing management, trade management, for advertising communications and merchandising, as well as for internal company communications.
PROJECT STATUS REPORTS: Provided on a bi-weekly basis, to track forward movement of plans and development of activities. It will serve as a useful management tool, to make each and every member of management and staff aware of the action plans. CONFERENCE REPORTS: Minutes of meetings and discussions (whether person-to-person or via telephone) will be written, to record important items discussed by both parties; it will also keep members of management abreast about things discussed or planned even if they are not present.

These are all part & parcel of how we will bring all plans to action. Everything will be well communicated, because at the end of the day, results are what we need in taking the company to the desired level of operations.

development of strategies and action plans

Our objective is to improve (your company)s performance: by providing highimpact, results-driven strategic brand and product marketing, consulting, coaching, and training during the implementation of counselling process.

THE PLANNING PHASE: BREATHING LIFE INTO THE BRAND

The first part of our interface will be to Map Your Position. In identifying & clarifying the companys positioning: We will develop the Positioning Architecture , We will create a Positioning Portfolio .
After this planning phase, the map will serve as guide for all players in the company: from employees and staff, down to the distributors and resellers. Once weve mapped out our position, we will have an outline of the course of action that will be implemented from top to bottom of the organization; from internal to external communication of the plan --- until it reaches the target consumers; until we realize our goals of seeing an improved corporate and brand image, with measurable bottom-line sales results.

STRATEGIC CONSULTATION PROCESS

During the process, the following courses of action will be conducted:
Executive Business Direction Consultation Identify and Clarify your Companys Positioning Strategic Thinking Workshop Development of High Impact Briefs The Installation and Implementation Phase Optimizing Sales and Distributor's Performance Implementation of Consumer Communication

ready. . . aim . . . fire!

After the planning phase, its not a cut and dried 1-2-3-4-Done-Deal .
We will implement the plans with a comprehensive business marketing plan. And we will work in partnership with your staff to implement all of the required activities to effectively and profitably bring our plan to the expected conclusion. AFTER THE PLANNING PHASE, WE WILL COORDINATE YOUR MARKETING EFFORTS INTO A SINGLE, COHESIVE SET OF TARGETED STRATEGIES AND TACTICS. THE EFFORTS WE WILL DEVELOP ARE THE FOLLOWING: 1. Trade Promotions Management Plan, to guide sales and distributors in presenting and merchandising our product and image in trading areas; 2. Integrated Communications Plan, identifying the right advertising, merchandising and all other communication messages directed to consumers;
3. Consumer Promotions Plans, conducting targeted product promotion efforts that not only creates brand image awareness, but leads to day-after sales in specific trading territories. Our strategic plans will be brought to life through the above-stated platforms that will materialize in key areas that influences consumers. The platforms will be the catalyst for action to impact business and engagement.

OUR PARTNERSHIP WILL BE LIKE HAVING A VIRTUAL INTEGRATED COMMUNICATIONS MARKETING DEPARTMENT: ALL THE BENEFITS WITHOUT THE ADDITIONAL STAFF. As a consultant, we will operate a marketing department partnership becoming an extension of your company, by providing ongoing strategic advise with complete array ofintegrated brand marketing and communications services.

The consultancy rate and services are outlined in the proceeding pages. The consultancy retainer fee is fixed and billed monthly. The other services depends on the particular needs during the work process; the stages of our planning and implementation will have different needs. On a bi-weekly basis, we will identify the work to be done and allocate timetables and designated days to specific activities.
Separate budget rates are provided for advertising and promotions projects. We have a separate rate card for development of consumer communication materials and collateral merchandising items, which are reasonably priced versus big ad agencies and design companies. Budget for direct marketing and promo campaigns are also provided with separate cost estimates, which is dependent on the scope of the project.

The next pages is an outline is the business consultancy service rates. The rates are divided into two outlines: for Regular Client and for Non-Client.
Non-Clients are companies availing services on a part-time, per project basis: i.e., availing sessions for consultation, preparation of plans, creative requirements, or one-time implementation of promotions. Regular Clients have fixed arrangements making the service an extension of the company, with continuing service for planning and implementation of integrated brand marketing and communications services. The service provided serves as a marketing department partnership, making us part of the staff. While some clients take the service on part-time arrangements, some companies have found it more cost efficient to avail of the service on a retainers basis for a semester to a one year period.

As Advertising and Promotions project may involve other talents and/or expenses, separate rates are provided.

Our rates for the development of Consumer Communication Materials and Collateral Merchandising Items are reasonably priced versus multi-national ad agencies. Regular clients are not charged with agency service fees (i.e. 15% ASF).
Budget for Direct Marketing and Promo Campaigns customized to fit requirements, depending on the scope of the project. All rates are transparent. No additional management fees are charged for regular clients.
TYPES OF COMMUNICATION MATERIALS

TYPES OF PROMO CAMPAIGNS

Print Ads, Leaflets and Product tags Posters, Streamers and Billboards Corporate Brochures and Newsletters Radio scripts and production supervision TV Storyboards and production supervision

Marketing and Consumer Promos Community-based Marketing promos Trade Promo and Retail Relations Events Management

(For Client's)

Full service as business consultant in managing marketing & product promotion concerns. The service provided serves as a marketing department partnership becoming an extension of the company, by providing ongoing work arrangement with complete array of integrated brand marketing and communications service. Monthly retainer fee includes the following:
1.1.

Development of new campaigns and strategy formulation; Preparation of Brand Architecture & Positioning; Formulation of Trade Marketing Promotions plans. It includes the analysis, planning and discussion of actionable task requirements.
1.2.

Development and implementation of Trade Promotions Marketing (TPM) Plans; Planning and implementation of Marketing Communications Plans; Development of Direct Marketing & Consumer Promotions Efforts; Development of Creative Briefs.
1.3.

This includes planning with colleagues & employees within the company; as well as with trade partners & distributors; with external public, such as organizations, communities, media, and other important people vital to our efforts.
1.4.

All plans and campaigns prepared are supported with documents for internal and external communique; including dynamic presentation materials Powerpoint slides and/or hand-outs. Meetings are also supported with the documentation of minutes, i.e. Conference Reports for management. Project Status Reports will likewise prepared for tracking of work in progress.
1.5.

Conceptualization advertising materials. Development of creative briefs and copywriting. (Excluding art layout develpment & print production. This can be developed by our artist and print
suppliers at reasonable rates)

(For Non-Clients)

Short-term consultation meetings or sessions held in a day. These are consulatations over existing plans or materials. Types of sessions include: brainstorming sessions, review of existing plans, document or materials. NOTE: The stated Consultation fee does not include preparation of written plans, but only the minutes of meetings. Cost for the developing written plans are outlined on Item 3.1.
(For Non-Clients)

Consultation Fee per session

Development of fully operational strategic plans with objectives, goals and strategies that will serve as a performance roadmap, with defined milestones and targets for goals. The detailed plan will be developed and validated jointly with your organization.
3.1

(For Non-Clients)

PLANS AND STRATEGY WRITE-UPS prepared after a formal planning session or client briefing; Documents that will be used by client for formal presentations. We prepare business documents, including Strategic Business Plans, Marketing Communication & PR Plans, Training Documents.
3.1.1. 3.1.2

10 pages Microsoft Word (Arial - Headline 12pts. / Body 10 pts)

Conversion of the same MSWord document into a Powerpoint presentation style format, inclusive of Company/Brand logos, with special visual graphics; with average of 30 to 35 slides.
(For Non-Clients)

Php Php

35,000.00 45,000.00

3.2

Our strategic planning workshop covers SWOT analysis exercises, trends & competitive analysis, brand architecture & positioning, trade promotions marketing. The result will form part of the documented strategic plan for the organization.
(For Non-Clients)

2 Days Seminar, Php excluding venue cost

35,000.00

Development of documents, manuscript, or promotional handouts with specifications based on existing resource materials. We will format your documents in accordance with specified style guidelines. Alternatively, we can create style guidelines. We can apply or adjust font styles, margins, basic style sheet properties, headers/footers, page numbering, columns, and bulleted or numbered lists. In addition, we can rearrange tables and graphics, add table of contents & indices, and perform other formatting services, as desired.
The outline of charges for the preparation of documented plans and formal presentations for Non-Clients on short-term consultation service are:
4.1.

FOR EXISTING PLANS & WRITE-UPS needing preparation into Formal Business Proposals or Report Presentation, such as Marketing and Business Documents. We write, substantially edit, copy-edit, or proof-read any type of business document; proofread any type of document, including marketing copy, promotional write-up, newsletters and brochures, press releases, et al.

4.1.1. 4.1.2 4.1.3

2-paged Microsoft Word (Arial - Headline 12pts. / Body 10 pts) Conversion of the same MSWord document into a Powerpoint presentation style format, inclusive of Company/Brand logos, excluding visual graphics For Powerpoint presentations with dynamic visual graphics

Php

5,000.00 8,000.00 15,000.00

Documents are prepared within 2-3 days from client turn-over of write-ups. Note: Additional charge of Php 500.00 per page for MS Word documents exceeding 3-pages.

NOTE ON THE DEVELOPMENT & IMPLMENTATION OF ADVERTISING & PROMOTIONS EFFORTS

In both cases (client or non-client), separate rates are provided for Advertising and Promotions projects, development of materials may involve other talents and/or expenses. Our rates for the development of Consumer Communication Materials and Collateral Merchandising Items are reasonably priced, and customized to fit requirements. Budget for Direct Marketing and Promo Campaigns are also provided with separate cost estimates, which is dependent on the scope of the project.

Dickie Aguado is the founder of Magna Kultura Foundation, an education-fordevelopment NGO that promotes arts & culture Philippine. Dickie Aguado is a Social & Cultural Entrepreneur who implements community

engagement programs at the grassroots of Society. His work encompasses sectors: from organization of arts and cultural programs at the grassroots of society; community
development & capacity building; NGO studies, education and training --- linking micromacro issues in development and social change. Dickie Aguado develops corporate social responsibility programs, social marketing campaigns, social mobilization and community engagement efforts; establishing arts & cultural organizations at the grassroots of society, training sector- and community-based

organizations for social transformation.

Concurrent to his stint as Executive Director at Magna Kultura Foundation, Dickie Aguado is a marketing consultant to private and government corporations. He

specializes in Strategic Consulting, including development of Business Plans, Integrated Public Relations Programs, Marketing Communications Campaigns,
Integrated Brand Communications Plans, Trade Promotions Management, Events Conceptualization & Management, Entertainment Marketing Plans, and Publicity

Management. Dickie Aguado is a highly-motivated creative, multi-tasking individual with extensive background in Integrated Public Relations, Marketing & Brand Management, Trade Promotions Marketing and Sales promotions,Events and Entertainment Marketing.
FIELDS OF EXPERTISE Development & implementation of: Integrated Public Relations, Marketing Communications Programs, Integrated Brand Communications, Sales Promotions Management, Events Conceptualization & Management, Entertainment Marketing, and Publicity Management.

GRASSROOTS MARKETING PROMOTIONS: http://grassrootmarketing.multiply.com

SOCIAL & CULTURAL ENTREPRENEURSHIP: http://dickieaguado.multiply.com

CURRICULUM VITAE

RICARDO MIGUEL AGUADO

San Juan City, Metro-Manila, Philippines Email: grassrootscommunication@gmail.com Tel. No. (632) 514-5868 Mobile +63.917.8990025 / +63.922.8990026

EXPERTISE
The work of Ricardo Miguel Aguado encompasses sectors: from organization of arts and cultural programs, community mobilization and institution building, NGO studies, education and training, linking micro-macro issues in development and social change. Since 1990s, he has longstanding experience in social marketing and mass communications and training in leadership, organizational development, strategic planning and management. High level qualifications in developing applied methods and tools for participatory development approaches and organizational development and learning.

Consulting experience in a wide range of industries, which include private corporations, the NGO sector, national and local government, and in tourism.
Establishment of grassroots organizations and training of sector- and community-based advocates, for establishment of social enterprise and implementation social transformation. Development of corporate social Marketing campaigns, integrated public relations programs, corporate communications planning, specially at the grassroots of society.

Development of social marketing, social mobilization and community engagement programs, and the development of income-generating livelihood programs. Development and facilitation of planning sessions/workshops/participation processes, lecturing and training in various business fields.
Conceptualization and management of public events: arts, cultural, and socio-civic programs.

PROFESSIONAL EXPERIENCE RECORD Executive Director, Magna Kultura Foundation - June 2003 to Present
Planning and development of syndicated educational & cultural programs for Schools & communities. Development of modules training for volunteers and capacity-building of partner-communities Development of livelihood programs and assistance for social purpose organizations and cooperatives Planning and implementation of community engagement and social mobilization efforts.

Managing Director, Direct Hit Communication - July 1999 to Present

Planning and preparation of corporate social responsibility programs for private corporations Management of trade promotions activities linked with community livelihood programs

Vice President for Account Management, DDB Philippines - April 1990 to March 1999
Management of traditional and non-traditional advertising campaigns for Nestle Phils brands, such as Milo, Nescafe and Bear Brand; Department of Tourism, McDonalds and San Miguel Corporation. Supervision of the Events Management Group responsible for the nationwide implementation of the Milo Summer Sports Clinics, the Milo Sports Events, and the nationwide Bear Brand Kite Flying Festivals
NOTE: The stint at DDB Philippines happened before the worldwide re-alignment of the Nestle accounts to Publicis.

SOL TION
IS WHAT WE HAVE FOR YOUR BUSINESS

DICKIE AGUADO
Business Consultant
MOBILE NOS. : 0917-8990025 (GLOBE) 0922-8990026 (SUN) LANDLINE TEL. NO. : (632) 514-5868 EMAIL ADDRESS: grassrootscommunication@gmail.com

CREATING VALUE FOR YOUR BUSINESS