Consultancy Project Ricardo SillerStructure of the Proposal

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.

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.

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.

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.

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.

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.

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.

Ricardo Siller CardenasConsultant’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