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.

strategic marketing & integrating communications

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 management’s 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.

In working together, we’re 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.

development of strategies and action plans

THE PLANNING PHASE: “BREATHING LIFE INTO THE BRAND” The first part of our interface will be to Map Your Position.

In identifying & clarifying the company’s positioning:

We will develop the “Positioning Architecture”,

We will create a “Positioning Portfolio”.

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

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 we’ve 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.

Executive Business Direction Consultation

Identify and Clarify your Company’s Positioning

Strategic Thinking Workshop

Development of High Impact Briefs

The Installation and Implementation Phase

Optimizing Sales and Distributor's Performance

Implementation of Consumer Communication

STRATEGIC CONSULTATION PROCESS During the process, the following courses of action will be conducted:

After the planning phase, it’s 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.

ready. . . aim . . . fire!

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 on-going strategic advise with complete array

of integrated brand marketing and communications services.

THE FOLLOWING SERVICES ARE AVAILABLE:

Strategic Planning and Consultations

Marketing Campaign Development

Marketing Communications Planning

Brand Positioning

Creative Strategy Development

Advertising Materials Preparation

Trade Promotions Marketing

Implementation

Direct Marketing Operations

Event and Promo Management

Corporate Communications & Public

Relations Planning and Implementation

Corporate Literature Production

marketing communications support services On top of the strategic marketing services, we provide advertising services: creative materials development, graphic design , production print and electronic media, including implementation of public relations programs, sales promotions, direct marketing and event management projects. Our campaigns have not only garnered awards, but more importantly built customer traffic, increased sales, and delivered exceptional results. We work on our client’s business with focus on the common goals of growth and achievement.

WE DESIGN AND DEVELOP ADVERTISING MATERIALS Branding: Corporate image & positioning, logo development, taglines

Print Media: newspaper and magazine ad layouts, newsletter design

Collateral Materials: Brochures, leaflets, catalogues, posters, banners

Outdoor Advertising: Billboards, signages, displays, stickers

Broadcast: TV commercials, radio production, video production

The production billing is on a per-project basis. Development of specific items are provided with cost estimates based on the specification and/or logistics involved. The development and production of the above-stated services are exclusive of the monthly consultancy fees. The creative conceptualization fees are waived for Regular Client’s who are on a monthly retainer’s arrangement.

WE IMPLEMENT PUBLIC RELATIONS & SALES PROMOTION PROJECTS PR Programs: Public relations, Press conferences, publicity, trade PR

Sales Support: Direct marketing, consumer promotion, trade promos

Events Management: Sports, music, cultural and educational

The budget cost is on a per-project basis based on the logistics involved.

For Advertising and Promotions projects, cost estimate sheets are provided after the

development of the creative layouts or the logistic details of a promo or an event. Our rates for the development of Consumer Communication Materials and Collateral Merchandising Items are optional project task assignments 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.

Marketing and Consumer Promos

Community-based Marketing promos

Trade Promo and Retail Relations

Events Management

Print Ads, Leaflets and Product tags

Posters, Streamers and Billboards

Corporate Brochures and Newsletters

Radio scripts and production supervision

TV Storyboards and production supervision

TYPES OF COMMUNICATION MATERIALS TYPES OF PROMO CAMPAIGNS

The cost for development of advertising materials are separately billed to clients based

on design and production specifications. the implementation of PR and production

billing is on a per-project basis. Development of specific items are provided with cost

estimates based on the specification and/or logistics involved.

The development and production of the above-stated services are exclusive of the

monthly consultancy fees. The creative conceptualization fees are waived for Regular

Client’s who are on a monthly retainer’s arrangement. 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.

As outline in the next pages the business consultancy service are divided into

two rate cards: For Regular Client, and For Non-Client.

“Non-Clients” are companies availing services on a part-time, per project basis:

i.e., availing regular sessions for consultation, preparation of marketing plans,

creative requirements, and implementation of promotions. Services are billed

per project.

Regular Clients, on the other hand, are

contracted with fixed services arrangements,

making the consultancy service an extension

of the company with on-going support 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.

Many companies have found it more

cost efficient to avail of the service

on a retainers basis for a semester to

a one year period. Even the creative

conceptualization fees are waived for

Regular Client’s who are on a

monthly retainer’s arrangement

(For Client's)

Monthly retainer fee includes the following services:

1.1.

1.2.

1.3.

1.4.

1.5.

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 territory/trade promotions. 

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.

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; Media & PR Promotions.

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.

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.

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)

Full service business consultancy in managing marketing & sales promotions.

(For Non-Clients)

(For Non-Clients)

3.1 (For Non-Clients)

3.1.1. Php 25,000.00

3.1.2 Php 35,000.00

3.2 (For Non-Clients)

2 Days

Seminar,

excluding

venue cost

Php 25,000.00

The following section are itemized consultancy service rates and procedures. The following services are

provided for Regular Clients packaged with the afore-stated monthly retainer fee. For temporary clients

on a short-term consultancy services, the rates are as follows:

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.

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.

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.

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.

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.

(For Non-Clients)

4.1.

4.1.1. Php 8,000.00

4.1.2 10,000.00

4.1.3 15,000.00

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 likewise provided with separate cost estimates, which is

dependent on the scope and logistic details of the project.

3-paged Microsoft Word (Arial -

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

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.

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. The outline of charges for the preparation of documentss and formal presentations are, as follows:

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.

(CONTINUED FROM PAGE 7)

Dickie Aguado is the founder of Magna Kultura Foundation, an education-for-development

NGO that promotes arts & culture Philippine. Magna Kultura Foundation, Inc. is a non -stock,

non-profit organization duly registered with the Securities and Exchange Commission on the

2nd of June, 2003, with Company Registration No. CN 200312428.

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 micro-macro 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: Marketing Management &Communications Plans, Integrated Brand

Communications, Integrated Public Relations, Marketing Sales Promotions Management, Events Conceptualization

& Management, Entertainment Marketing, and Publicity Management.

MAGNA KULTURA FOUNDATION: http://magnakultura.multiply.com

GRASSROOTS MARKETING PROMOTIONS: http://grassrootmarketing.multiply.comSOCIAL & CULTURAL ENTREPRENEURSHIP: http://dickieaguado.multiply.com

ARTICLES BLOGSITE: http://dickieaguado.wordpress.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 1990’s, 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, McDonald’s 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.

CLIENT’S SERVICED

I N F O R M A T I O N T E C H N O L O G Y C O M P A N I E S

C O N S U M E R G O O D S C O M P A N I E S

G O V E R N M E N T & N O N - G O V E R N M E N T O R G A N I Z A T I O N S

PROVIDING INTEGRATED MARKETING SOLUTIONS THAT

CREATES VALUE FOR THEIR ORGANIZATION’S PROGRAMS & BUSINESS.

DICKIE AGUADO Business Consultant

MOBILE NOS. : 0917-8990025 (GLOBE) 0922-8990026 (SUN)

LANDLINE TEL. NO. : (632) 514-5868 EMAIL ADDRESS: grassrootscommunication@gmail.com

S O L T I O N

IS WHAT WE HAVE

FOR YOUR BUSINESS

CREATING VALUE FOR YOUR BUSINESS