ATTACHMENT_J.3_Marking_Plan_Template.docx

Marking Plan (for contracts) Instructions: (delete this section from your final version).

Please consult closely with USAID’s ADS320, Graphic Standards Manual and Partners Co-Branding Guide and other resources available at USAID’s Branding page as you prepare your Marking Plan and consult these resources regularly as you plan for and implement the public outreach components of your activity. ADS 320 applies to all programs, projects, activities, public communications and commodities funded by USAID under any direct contract or subcontract.

The overall purpose of a Marking Plan is to lay out the ways in which public communications, commodities, activity materials and other items will visibly display or will be marked with the USAID logo. Marking considerations during activity implementation will be closely coordinated with your COR and the Mission’s Development Outreach and Communications (DOC) team. USAID’s Central Asia DOC team can be reached by email at: carusaiddoc@usaid.gov.

Marking Plans specifically address the following:

· Marking regulations in sub-awards;

· Disclaimer language to be included in publications

· Design considerations in the use of the USAID Identity;

· How deliverables and public communications produced as part of the activity will be marked; and

· If appropriate, the need for an exception that details materials that will not be marked and why.

The text below serves as a framework to help you prepare your Marking Plan. USAID places great importance on communication that conveys the impact or results of an activity. Please think through the information presented below carefully and provide detailed responses. If there are additional communications opportunities or issues not covered below, please add them to your submission. Please be sure that this document addresses all examples of marking you envision for your activity.

USAID policy requires exclusive branding and marking in USAID direct acquisitions. “Exclusive Branding” means that the program is positioned as belonging to USAID, as demonstrated by the activity name (e.g., “The USAID/Basic Education Program”). “Exclusive Marking” means contractors must mark USAID-funded programs, projects, activities, public communications and commodities with the USAID Standard Graphic Identity and may only use, where applicable, the host-country government or ministry symbol or another U.S. Government logo. It is USAID’s policy that contractors’ and subcontractors’ corporate identities or logos must not be used on USAID-funded program materials.

In line with USAID guidance in ADS 200 and elsewhere, your award is referred to in this document as an “activity” that contributes to higher level mission “programs” or “projects.” This does not prevent you from using other preferred terms in your public communications. For USAID communications, “branding” refers to the overall communications experience and how the activity is connected to USAID and the American people; and “marking” refers to the use of the USAID logos.

Please note: all text in Italics is only for your guidance only; please delete it from your final version. This text aims to give you guidance as you prepare your Marking Plan; it does not, however, aim to cover all possible situations relevant to your activity. Feel free to add additional text or sections to accommodate your ideas or needs. Also, feel free to change our standard text (i.e. text not in italics), within reason, as required. It is not our aim to receive formulaic text; rather, we are interested in hearing your ideas on how to maximize public recognition for your accomplishments.

Activity Title: (please complete all sections) Agreement Number:

Period of Activity:

Implementing organization:

Date:

(Implementing organization) intends to mark deliverables and public communications under this activity as outlined in this Marking Plan.

1. Marking of Sub-awards: Contract marking requirements “flow down” to sub-contractors or sub-awards. (Implementing organization) will include, for each sub-contract, the following standard provision about USAID Branding and Marking requirements:

“As a condition of receipt of this sub-award, exclusive marking with the USAID identity is required. The contractor will not mark any deliverables or public communications (including, but not limited to training events and materials, conferences, seminars, brochures, press releases, promotional items, etc.) with any other logo or identity but USAID’s. The only exception allowable is the logo of the local government, upon approval and in accordance with guidance from USAID. The sub-contractor will comply will all provisions of the activity’s Marking Plan, Branding Strategy, and Branding Implementation Plan, pertinent to the sub-contract.”

Any activity conducted jointly by this activity and other donors, local organizations or government entities will include prominent positioning of the USAID Identity and the message “From the American people”.

2. Disclaimer Language for Publications: (please include only applicable translations of the disclaimer below.) All studies, reports, publications, websites (note: any websites developed by the activity require separate approval from USAID/Washington) and all informational and promotional products will contain the following provision:

3. Design of Publicity Materials and the Use of the USAID Logo

For design aspects of all activity publications, including printed, online or event materials, the activity will comply with guidance provided in USAID’s Graphic Standards Manual and Partners Co-Branding Guide. This includes issues such as the use of the USAID logo, as well as color palette, design, typeface and other design considerations.

As stated in ADS 320, USAID’s policy is that all activity communications or commodities implemented or delivered under contracts and subcontracts exclusively funded by USAID are marked exclusively with the USAID logo. Where applicable, a host-country symbol or ministry logo, or another U.S. Government logo may be added.

For a definition of USAID’s logo, please refer to USAID’s branding page. Except for a manufacturer’s trademark on a commercial item, the corporate identities or logos of contractors or subcontractors are not permitted on USAID-funded program materials and communications, unless specified in the USAID Graphic Standards Manual and Partner Co-branding Guide or approved in advance by the Principal Officer.

4. Marking of Activity Deliverables and Public Communications

The following public communications and activity materials will be produced as part of the contract and will visibly bear the USAID identity. All branding and marking of these materials will be in line with guidance laid out in the Graphics Standards Manual and Partner Co-branding Guide.

Table #1: Marked deliverables and public communications

Items to include and discuss in Table #1 below include the following. This is only a sample list; please do not include items that are not relevant to your activity but make sure to add any additional items you plan to produce:

· Publications including factsheets, brochures, leaflets, PowerPoint presentations, CDs and DVDs, online publications, blogs, etc.;

· Event materials, (including conferences, trainings, study tours, exhibitions, briefings, seminars, fairs, workshops, public meetings, etc.), including handouts, banners, plaques, certificates, etc.;

· Media materials, including advisories and press releases, invitations and articles in print or online media. Audiovisual materials including videos, documentaries and TV and radio public service announcements;

· Surveys, reports, manuals, textbooks, training materials;

· Promotional materials (e.g., t-shirts, pens, caps, pins, etc.);

· Commodities used for activity purposes: equipment, tools, furniture, instruments;

· Physical infrastructure;

· Websites (approved by the USAID/Washington Website Governance Board Committee)

In the table below, please include a clear explanation of where the USAID logo will be placed (on which page, etc.). Discuss placement of disclaimer text and any other marking considerations. Please attach samples of how you are planning to mark various types of documents: i.e., include a sample factsheet or a certificate, etc. – so that we can see what exactly you are planning. Please only include one sample for all the types of documents that will be marked the same way – and identify which types of documents the sample will apply to. Items included in the table below are only examples, please change as applicable.

(Implementing organization) will include the USAID logo and describe the activity as USAID’s in all public communications materials, including, but not limited to: press releases, fact sheets, reports, success stories and brochures. Audiovisual materials must include the appropriate logo. A text description describing the activity as USAID’s is not necessary or feasible on signs, banners, conference materials, promotional materials, physical infrastructure or other similar items.

The USAID/Central Asia sub-brand logo may be used in place of the USAID logo, subject to the approval of the activity’s COR and the DOC team. Note, country sub-brands (i.e. USAID/Kazakhstan) are not approved may not be used in any circumstance.

For the following contract deliverables, (implementing organization) will mark USAID’s involvement in the following ways:

2). Text about USAID (included in the Branding Implementation Plan)

2). Included as the last paragraph

2). Text about USAID

2). Included as the first paragraph

2). Text about USAID 3). Disclaimer

2). Included as the first paragraph 3). At the bottom of the back page

2). Text about USAID 2). Disclaimer

2). Included at the bottom of the first page

above any writing

2). At the bottom of the front page, in italics

2) Text about USAID

Any items not mentioned in Table 1 that are developed over the course of activity implementation will be marked in a similar fashion to those listed above and in line with guidance provided in the Graphics Standards Manual, unless they are exempt from marking by USAID regulations (i.e., business cards, items solely for activity administrative use, administrative letters, etc.).

The DOC team, through the COR, must review and approve all USAID-funded public communications and activity materials for compliance with USAID graphic standards and the approved Marking Plan before production or publication.

Table #2: Exceptions and Waivers to Contract Marking Requirements

Exceptions: It is USAID policy that all contract deliverables be marked with USAID branding. There are several justifications for exceptions to marking requirements, laid out in ADS 320.3.2.5, including the risk that branding would compromise the neutrality of activity materials, diminish the credibility of a study or assessment, or undercut host-country ownership of an initiative. Exceptions are programmatic, granted for non-emergency situations and usually approved pre-award. If you anticipate applying for any such “exceptions” to contract marking requirements, please list them here. Note, these exceptions are not automatic, and require the approval of the COR, the DOC and the Contracting Officer. If you plan to mark all contract deliverables, please do not complete this section.

The activity requests the following contract deliverables not carry USAID marking. The specific deliverables to be unmarked and the rationale for this request are indicated below. All other contract deliverables will be marked as indicated above. Exceptions to contract marking requirements require the approval of the COR, the DOC, and the Contracting Officer.

Waivers: Once this Marking Plan is approved, any cases in which marking would pose an emergent and compelling political, safety or security concern and the activity wishes for contract deliverables to be un-marked requires a “waiver to contract marking requirements” as laid out in ADS 320.3.2.6. Only the USAID Principal Officer has this authority to waive, in whole or in part, USAID marking requirements.

Table #3: Marking Costs

Costs associated with marked contract deliverables are listed below. These costs have been included in the activity budget. Items included in the table below are only samples, please change as applicable.

Total

5. Modifications

In the event of changed communications circumstances over the course of activity implementation, requiring a modification to this Marking Plan, implementing organization, through its COR, will submit to USAID a request to modify this plan and/or other related documents, such as the Branding Implementation Plan. Such a request requires the approval of the activity’s COR, in consultation with the Regional DOC team and the Contract Officer.

Please include as attachments any samples of marked items referred to in the tables you wish to submit at this time.