1. Consultancy Project
Ricardo Siller
Structure of the Proposal

2. Who?:
Hormigón Express’s Needs
• Hormigón Express is the leader in the production of pre-mixed
and ready mix concrete in Panama. They have been operating
since January 2000.
• Hormigón Express seeks to position itself as a Socially
Responsible company, with a strong participation into
Panama’s society as well as being the purveyors of societal
values and human formation.
• Hormigón Express seeks to communicate this attribute (being
socially responsible) to the general public.
• One way in which Hormigón Express has done this before has
been sponsoring elite Panamenian atlhetes and supporting
institutes dedicated to the education of children with lesser
resources.

3. Objectives of Consultant’s
Intervention
• How might Ricardo Siller’s intervention can help Hormigón
Express to fulfill its needs?
• The consultant is going to study the case thoroughly in order to
design a pr campaign that is going to be aimed to Panamenian
median and press.
• Actually, by virtue of doing a preliminary research, there are 39
media outlets in Panama.
• The objective here is:
• To get press to Hormigón Express for them to be exposed nationally
through these outlets.
• To design a campaign aimed to place Hormigón Express’s brand into
consumer periodicals, radio, tv, blogs and magazines.
• To make recommendations about how to manage the
communications that result from that exposure.

4. Characteristics of the Service that will
Satisfy the Company
• Analysis of the current Hormigón Express brand’s values:
• Based on their actual marketing department’s information.
• Research of Panamenian outlets suitable for this campaign:
• Some of those contacts are actually in the consultant’s media data
base.
• Designing and Creation of the PR Campaign:
• Define what is going to be included in the communications.
• Helping in the distribution of the campaign to Panamenian media.
• Reporting on the PR campaign results:
• The Consultant has the tools and applications for monitoring the
behavior of a pr campaign througout the time.
• Delivering a manual of recommendations:
• The manual will contain topics such as media training and
communications management in order to address the results of the
campaign.

5. Benefits from Ricardo Siller’s
intervention
• Exposure in National Panamenian Media for Hormigón Express
brand.
• Positioning of the brand and its values in the Panamenian
society.
• Helping to increase the net value of sales.

6. Timeline
• Preliminary Activities: Some initial contact has been done.
• Week 1: Analysis and Research.
• Week 2: Designing of the PR Campaign.
• Week 3: Distribution of the PR Campaign.
• Week 4 - 6: Results.
• Reporting of the results of the campaign.
• Delivering of the Recommendations Manual.

7. Analysis And Research Phase
• Distribution Analysis and Research:
• 2518 Outlet Points in a geographic region that is of
the interest of the company.
• Panama, Costa Rica, Honduras, Nicaragua, El
Salvador, Guatemala, Mexico.
• Consumer Periodicals, Magazines, Blogs, Internet
Portals, Radio, Tv.
• Only outlets that cover business news.

8. Analysis And Research Phase
• Company Brand Analysis:
• Based on their actual marketing department’s
information, the company’s values are based on the
responsibility that the brand has with the society in
which it operates around.
• This is the basis from which the project is going to
start and from which we are going to develop the
campaign.
• Current Company’s storylines; supoorting of olimpic
athletes and institutes of education and culture.

9. Ricardo Siller Cardenas
Consultant’s Resume
• Publicist, Press Agent and Business Consultant for
Latin Music Wire, a music promotion and public
relations agency that serves commercial brands in
Mexico, Latin America and USA.
• Music Business Specialist by Berklee College of
Music.
• Bachelor in International Relations by Instituto
Tecnológico de Estudios Superiores de Monterrey
(ITESM, Tec de Monterrey)
• Author of 4 books related to the Music industry.
• For more information about Ricardo Siller:
http://www.latinmusicwire.com/koly-siller.html
• Past clients and testimonies:
http://www.latinmusicwire.com/testimonios.html
• Ricardo’s work in the press:
http://www.latinmusicwire.com/prensa.html