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DICKIE AGUADO, Business Consultancy Service Profile
strategic marketing & integrating communications
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.


 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 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.
development of strategies and action plans
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.


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”
                                         .

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.

 STRATEGIC CONSULTATION PROCESS
 During the process, the following courses of action will be conducted:
  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
ready. . . aim . . . fire!
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.

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       Trade Promotions Marketing
   Marketing Campaign Development              Implementation
   Marketing Communications Planning          Direct Marketing Operations
   Brand Positioning                          Event and Promo Management
   Creative Strategy Development              Corporate Communications & Public
   Advertising Materials Preparation           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.


 TYPES OF COMMUNICATION MATERIALS                 TYPES OF PROMO CAMPAIGNS

    Print Ads, Leaflets and Product tags            Marketing and Consumer Promos
    Posters, Streamers and Billboards               Community-based Marketing promos
    Corporate Brochures and Newsletters             Trade Promo and Retail Relations
    Radio scripts and production supervision        Events Management
    TV Storyboards and production supervision


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)


Full service business consultancy in managing marketing & sales promotions.
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.

Monthly retainer fee includes the following services:

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; Media & PR Promotions.
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)
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:


                                                     (For Non-Clients)
   Short-term consultation meetings or sessions held in a day.                 Fee per
   These are consulatations over existing plans or materials.                  session
   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)
   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.                               10 pages Microsoft Word (Arial -              Php      25,000.00
                                               Headline 12pts. / Body 10 pts)

          3.1.2                                Conversion of the same MSWord                 Php      35,000.00
                                               document into a Powerpoint
                                               presentation style format, inclusive of
                                               Company/Brand logos, with special
                                               visual graphics; with average of 30 to 35
                                               slides.

   3.2                                                                                  (For Non-Clients)
          Our strategic planning workshop covers SWOT analysis                2 Da ys        Php      25,000.00
                                                                              Semi na r,
          exercises, trends & competitive analysis, brand                     excl udi ng
          architecture & positioning, trade promotions marketing.             venue cos t
          The result will form part of the documented strategic
          plan for the organization.
(CONTINUED FROM PAGE 7)



                                                        (For Non-Clients)
Development of documents, manuscript, or promotional handouts with specifications based on existing
resource materials. Wefor the preparation of documentss and formal presentations are, as follows:
The outline of charges will format your documents in accordance with specified style guidelines.
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.                                3-paged Microsoft Word (Arial -                Php       8,000.00
       4.1.2                                 Conversion of the same MSWord                           10,000.00
                                             document into a Powerpoint
                                             presentation style format, inclusive of
                                             Company/Brand logos, excluding visual
                                             graphics

       4.1.3                                 For Powerpoint presentations with                       15,000.00
                                             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.




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.
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.com
                SOCIAL & 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
GOVERNMENT & NON-GOVERNMENT ORGANIZATIONS




           CONSUMER GOODS COMPANIES




     INFORMATION TECHNOLOGY COMPANIES




      PROVIDING INTEGRATED MARKETING SOLUTIONS THAT
CREATES VALUE FOR THEIR ORGANIZATION’S PROGRAMS & BUSINESS.
SOL TION
       IS WHAT WE HAVE
      FOR YOUR BUSINESS




         CREATING VALUE 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

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DICKIE AGUADO, Business Consultancy Service Profile

  • 2. strategic marketing & integrating communications 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. 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 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.
  • 3. development of strategies and action plans 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. 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” . 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. STRATEGIC CONSULTATION PROCESS During the process, the following courses of action will be conducted:  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
  • 4. ready. . . aim . . . fire! 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. 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  Trade Promotions Marketing  Marketing Campaign Development Implementation  Marketing Communications Planning  Direct Marketing Operations  Brand Positioning  Event and Promo Management  Creative Strategy Development  Corporate Communications & Public  Advertising Materials Preparation Relations Planning and Implementation  Corporate Literature Production
  • 5. 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.
  • 6. 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. TYPES OF COMMUNICATION MATERIALS TYPES OF PROMO CAMPAIGNS  Print Ads, Leaflets and Product tags  Marketing and Consumer Promos  Posters, Streamers and Billboards  Community-based Marketing promos  Corporate Brochures and Newsletters  Trade Promo and Retail Relations  Radio scripts and production supervision  Events Management  TV Storyboards and production supervision 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.
  • 7. 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
  • 8. (For Client's) Full service business consultancy in managing marketing & sales promotions. 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. Monthly retainer fee includes the following services: 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; Media & PR Promotions. 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)
  • 9. 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: (For Non-Clients) Short-term consultation meetings or sessions held in a day. Fee per These are consulatations over existing plans or materials. session 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) 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. 10 pages Microsoft Word (Arial - Php 25,000.00 Headline 12pts. / Body 10 pts) 3.1.2 Conversion of the same MSWord Php 35,000.00 document into a Powerpoint presentation style format, inclusive of Company/Brand logos, with special visual graphics; with average of 30 to 35 slides. 3.2 (For Non-Clients) Our strategic planning workshop covers SWOT analysis 2 Da ys Php 25,000.00 Semi na r, exercises, trends & competitive analysis, brand excl udi ng architecture & positioning, trade promotions marketing. venue cos t The result will form part of the documented strategic plan for the organization.
  • 10. (CONTINUED FROM PAGE 7) (For Non-Clients) Development of documents, manuscript, or promotional handouts with specifications based on existing resource materials. Wefor the preparation of documentss and formal presentations are, as follows: The outline of charges will format your documents in accordance with specified style guidelines. 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. 3-paged Microsoft Word (Arial - Php 8,000.00 4.1.2 Conversion of the same MSWord 10,000.00 document into a Powerpoint presentation style format, inclusive of Company/Brand logos, excluding visual graphics 4.1.3 For Powerpoint presentations with 15,000.00 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. 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.
  • 11. 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.com SOCIAL & CULTURAL ENTREPRENEURSHIP: http://dickieaguado.multiply.com ARTICLES BLOGSITE: http://dickieaguado.wordpress.com/
  • 12. 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.
  • 13. CLIENT’S SERVICED GOVERNMENT & NON-GOVERNMENT ORGANIZATIONS CONSUMER GOODS COMPANIES INFORMATION TECHNOLOGY COMPANIES PROVIDING INTEGRATED MARKETING SOLUTIONS THAT CREATES VALUE FOR THEIR ORGANIZATION’S PROGRAMS & BUSINESS.
  • 14. SOL TION IS WHAT WE HAVE FOR YOUR BUSINESS CREATING VALUE 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