Dickie Aguado is the Executive Director of Magna Kultura Foundation, an arts and cultural organization NGO implementing educational, cultural, and socio-civic programs nationwide.
Dickie Aguado is a Social & Cultural Entrepreneur who implements corporate social marketing programs, engaging communities at the grassroots of Society. His work encompasses sectors: from implementation of Consumer Marketing Programs, to Organization of Arts and Cultural Events.
Concurrent to his stint as Executive Director at Magna Kultura, Dickie Aguado is a Strategic Marketing and Creatives Consultant to private & government corporations in the Philippines, developing marketing communications strategy, corporate social responsibility programs, social marketing campaigns, social mobilization and community engagement efforts at the grassroots of society. Dickie Aguado establishes grassroots organizations and local advocates in city-districts for implementing campaigns and programs, using trade promotions management techniques in delivering integrated marketing solutions.
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Magna Kultura conducts Corporate Social Responsibility (CSR) programs and Cause-Related Marketing Campaigns for private corporations as entrepreneurial approach to raise funds for the foundation and sustain relationship with the community-sectors.
Thus, Magna Kultura specializes in developing grassroots community engagement campaigns that connects companies with various sector organizations, like village-community associations, community-based civic organizations, retail trade SMEs, and transport organizations.
To date, Magna Kultura Foundation has local advocates and volunteers in key cities nationwide; at the same time, the foundation has an ACTIVE DATA-BASE of 80,000++ SARI-SARI STORES in Greater Manila, as support for small-medium enterprises (SMEs).
The synergy between private corporations and community-based organizations, helps the economy at the grassroots and fosters social enterprises in communities; at same time delivering day-after business results for corporate partners.
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
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