Attachment J.2.1 Branding Implementation Plan Template.docx

Attachment J.2.1

RFP #72011520R00003

Agribusiness Development Activity in Uzbekistan

Branding Implementation Plan (BIP) (for contracts) Instructions: (delete this section from your final version).

Please consult closely with USAID ADS320, USAID’s Graphic Standards Manual and Partner Co-Branding Guide, and other resources available via USAID's Branding page as you prepare your BIP, and consult these resources regularly as you plan for and implement 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 Branding Implementation Plan (BIP) is to describe how existing or prospective contractors will promote the program to beneficiaries and host-country citizens and coordinate communications activities with program’s COR and the Mission’s Development Outreach and Communications (DOC) team. BIP should outline the events (press conferences, site visits, etc.) and communication materials (success stories, press releases, Public Service Announcements [PSAs], etc.) the contractor will organize and produce in delivering the message that the assistance is from the American people. USAID/Central Asia’s DOC team can be reached by email at cadoc@usaid.gov.

BIPs specifically should address the following:

· How to incorporate the message, “This assistance is from the American People,” in communications and materials directed to beneficiaries, or provide an explanation if this message is not appropriate or possible.

· How to publicize the program, project, or activity in the host-country and a description of the communications tools to be used.

· The key milestones or opportunities anticipated to generate awareness that the program, project, or activity is from the American People. Such milestones may be linked to specific points in time, such as the beginning or end of an activity, or to an opportunity to showcase publications or other materials, research findings, or activity success.

The text below serves as a framework to help you think through branding and marking issues related to your activity. USAID places great importance on impactful activity communication. 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 into your submission. Please be sure that this document addresses all of your communications’ needs and aspirations.

USAID policy is to require exclusive branding and marking in USAID direct acquisitions. “Exclusive Branding” means that the activity is positioned as USAID’s, as showcased by the activity name (e.g., “The USAID/Agribusiness Development Activity”). “Exclusive Marking” means contractors may only mark USAID-funded activity public communications, and commodities with the USAID Identity and, where applicable, the host-country government or ministry symbol/logo or another U.S. Government agency logo. It is USAID’s policy that contractors’ and subcontractors’ corporate identities or logos must not be used on USAID-funded program materials.

Note, 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 how a program or project is named and positioned, and how the activity is connected to USAID and the American people; and “marking” refers to applying USAID graphic identity or logo to program materials or project signage to visibly acknowledge USAID.

Please note: all text in italics is for your guidance only; please delete it from your final version. This text aims to give you some guidance about your Branding Implementation Plan submission; however it does not 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 from you formulaic responses; rather, we’re interested in hearing your ideas on how to maximize public recognition of your accomplishments.

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

Period of Activity:

Implementing organization (contractor):

Date:

This Branding Implementation Plan outlines how the (activity name) will brand public communications and materials for 1) telling the activity story and its achievements, and 2) telling why that story and those achievements are possible, highlighting the message, “This assistance is from the American People.” This document lays out the range of communication materials and key milestones that will be used to generate awareness that this project is from the American people.

The (contractor) will exclusively brand all programmatic materials and communications, including all project’s sites, activities, public communications, structures, and commodities, as part of the (activity name). The (contractor) will apply the requirements detailed in ADS 320, the USAID Graphics Standards Manual. Co-branding and no branding will only be considered on a case-by-case basis by the Contracting Officer’s Representative (COR) and Contracting Officer (CO).

All materials and communications will acknowledge that they were produced with support “from the American people.” The message “From the American People” will be incorporated into all communications and materials directed towards beneficiaries and other external target audiences.

1. Activity Name

In English: insert activity title here

In Uzbek: insert activity title here

In Russian: insert activity title here

Guidelines: If the activity name is long and you intend to use a short version for public communications, please include it with translations into all applicable languages. This document identifies how the activity will be referred to for public communications purposes; it does not necessarily need to be the same as the officially given title in the contracting mechanism. Note: we prefer NOT to use long activity names or activity acronyms unless they benefit activity communications. Acronyms dilute attention away from USAID, and can be confusing, especially when used in multiple languages. USAID requests our brand name (i.e. USAID) be included as part of the overall activity name, for example: "The USAID Agribusiness Development Project."

Please carefully think through how translations of activity title and/or acronyms used sound in translation in local languages. When specifying the activity’s public name, please consider how you will use it and how it will be perceived among target audiences: Will it make sense? Will it be meaningful and identifiable with the purpose of the activity? Convenient to use in speeches, at events, and on banners? While you may translate the U.S. Agency for International Development and the “from the American People” tagline into local languages, please do not refer to USAID in Cyrillic or other scripts. USAID should always be written in English letter.

2. Activity Communications and Publicity a). Primary and Secondary Audiences:

Guidelines: Explain how you will ensure that the project (as well as the fact that it is made possible by the American People through USAID) receives broad visibility, is well understood, and is viewed favorably by its target audiences which may include, but not be limited to: project beneficiaries, project counterparts, government officials, the general public in Uzbekistan, as well as U.S. based audiences such as U.S. policy makers and USAID officials. The project may identify, in consultation with USAID, additional groups/sub-groups of target audiences for its public communication activities.

Please include direct beneficiaries and any special target segments or influencers. Remember to consider/include the audiences listed in your accompanying Branding Strategy. For example: Primary audience: farmers, Secondary audience: exporters.

Keep in mind that USAID’s target audiences in Uzbekistan (in addition to direct beneficiaries) for public communications include people who influence public opinion, including: government officials at local and central levels (beyond direct counterparts), private sector, religious and community leaders, media outlets, farmers, small-and-medium enterprises, and exporters. Please consider how you could address these groups with your communications efforts – within the limitations and restrictions due to the operating environment in each specific country.

b). Main Activity Message:

Guidelines: Include the intended message(s) of the activity – if you had to sum up the purpose of your activity in one brief statement, addressed to its key audiences, what would it be? Be sure to differentiate project messages (which serve the project in achieving its own programmatic objectives, for example "Diversify your crops" or "Increase your exports”) from your outreach and communication messages. The latter could be built more broadly on the overall benefit of the project to inform target audiences and nurture a favorable public opinion – for example: “Partnering with agribusinesses for a prosperous Uzbekistan!”

c). Communications Materials:

Guidelines: This section covers what materials, communications products or tools will be used to explain or market the activity to target audiences, including beneficiaries and partner stakeholders. This may include training materials, pamphlets, public service announcements, billboards, websites (note: websites to be created by an activity require prior approval from USAID), brochures, flyers, posters, social media sites, television, radio, blogs, online publication, websites, newspaper, infographics, billboards, e-invitations, or other emails sent to group lists, or any other communications channels you have in mind.

Please briefly list these materials here, and describe their purpose. In addition, in the table beneath section d) below, please list additional details about their dissemination, number to be used, when they will be distributed, audience, etc.

The following communication tools will be used: (CHANGE AS NEEDED)

d). Content Creation and Acquisition:

Guidelines: explain how you will acquire professional, high quality content for the design and publication of your communication products and tools. Content may include, but may not be limited to: photography, video or films, written text, infographics, illustrations, graphics, pictograms, cinemagraphs, maps, GIFs, etc.

Beyond explaining which types of content you will create and acquire, provide information on the frequency and procurement methods. For each type of content, provide a list of creators (along with their portfolio) you have identified as relevant and qualified, and are willing to partner with the project for creative assignments.

e). Promotion Awareness among Host Country Citizens:

Guidelines: Please include a brief description of your overall approach to outreach efforts: what will the focus be, what media (online, regional or national, print or TV, or radio) you will primarily engage, etc. – and only then discuss specifics as suggested below. Please note the creation of activity logos is not permitted.

Please specifically describe the following:

· What key anticipated milestones or opportunities the activity will use to generate awareness that the activity (or a specific intervention) is from the American people. Such milestones may be linked to specific points in time, such as the beginning or end of an initiative, or to an opportunity to showcase publications or other materials, research findings, or activity success. These include, but are not limited to launching the activity, announcing research findings, publishing reports or studies, spotlighting trends, highlighting success stories, featuring beneficiaries as spokespeople, showcasing before-and-after photographs, marketing agricultural products or locally-produced crafts or goods, securing endorsements from ministry or local organizations, promoting final or interim reports, and communicating activity impact/overall results. Please consider coordination with the DOC team to share this content via our regional Facebook page, regional Twitter account, and other social media channels.

· Explain how the public communications materials will be distributed and disseminated in Uzbekistan where the activity is implemented.

You may consider conveying this information via a table such as the one that follows:

Local press invited to each, press release prepared and disseminated

f). Conveying the Message “From the American people” through Public Communications

Guidelines: Please indicate how the activity will incorporate the message, “This assistance is from the American People” in communications and materials directed to beneficiaries as well as to other host country audiences, or provide an explanation if this message is not appropriate or possible.

The focus of the overall communication and outreach effort will be the results, impacts, and achievements of the project. The messaging and overall narrative of all communication and outreach efforts should seek to explain how people of Uzbekistan are benefiting from the project and highlight the transformative nature of the proposed developmental approach and activities.

At each public event, including (please include appropriate examples such as conferences, seminars, training events, and other events) USAID branding will be appropriately displayed and the support from the American people will be acknowledged in verbal and written communications in language laid out in the accompanying Marking Plan. In addition, (contractor) will ensure that all staff can speak about the activity as from USAID and from the American people.

Please be sure to add your additional ideas about effective communications. Will you develop videos? Host road-shows? Pursue a weekly radio call in show? There is not a pre-determined right answer here, just be sure to think through what will make your activity’s communications most effective.

Because social media is a preeminent communication tools among USAID’s partners, a social media plan or approach is expected. This should include which platforms (Facebook, Instagram, Twitter, YouTube, Flickr, etc.) are selected and why (it could be because of targeted age groups or geographic focus) and outline the publication strategy (why kind of content posted when) along with distribution targets (number of page/post likes/followers over how much time, etc.).

The activity will use the USAID Identity in all public communications. Additionally, all publications will include the following note in the relevant language (add other languages as appropriate):

USAID, the US Government Agency for International Development, partners help Uzbekistan diversify its economy and increase regional trade, and encourage the government to be more responsive to its people’s needs.

(In Uzbek) AQSh Xalqaro Taraqqiyot Agentligi (USAID), hamkorlar O'zbekistonga o’z iqtisodiyotini diversifikatsiya qilish va mintaqaviy savdoni kengaytirishda yordam bermoqdalar va hukumatni xalqining ehtiyojlariga yanada sezgir munosabatda bo'lishga undaydilar.

(In Russian) USAID, Агентство США по международному развитию, партнеры помогают Узбекистану диверсифицировать свою экономику и расширять региональную торговлю, а также побуждают правительство более чутко реагировать на потребности людей.

When appropriate, one or more of the following sentences will be added to this sentence giving context about work in a particular sector: (edit this section to suit your work or sector).

Economic Growth Message:

· English: USAID helps Uzbekistan diversify its economy and increase regional trade so that families can build better lives.

· Russian: USAID помогает Узбекистану диверсифицировать свою экономикиу и расширять региональную торговлю ради стабильного будущего каждой семьи.

· Uzbek: USAID O'zbekistonga o’z iqtisodiyotini diversifikatsiya qilishda va har bir oilaning barqaror kelajagi uchun mintaqaviy savdoni kengaytirishda ko’maklashadi.

All public printed, video, and audio materials will also include a disclaimer (text included in the accompanying Marking Plan) to identify parties responsible for publication contents. USAID reserves the right to request pre-production review of USAID funded public communications materials.

g). Design of Publicity Materials and the Use of the USAID Identity:

For all printed matter, including publications, official and/or public activity communications, banners and other signs, and promotional products developed to increase the visibility of the activity among its target audiences, the activity will use guidance laid out in the USAID Graphic Standards Manual and Partner Co-Branding Guide. This includes the use of the USAID Identity, color scheme, design, and typeface for any outreach materials. Samples and logos may be found at www.usaid.gov/branding.

The activity will submit all public communications materials to the COR for preproduction review for branding and content before costs are incurred or designs are finalized. All costs associated with branding and marking must be included in the overall activity budget.

All USAID logos, including logos with the tagline in the Russian and Uzbek languages, may be used, as appropriate.

Note, the activity title should not be used on prominent public branding such as banners or signage (though it may appear in text describing the activity). Neither the implementing partner’s organization nor logo should be mentioned in public materials. This is a USAID activity.

Newspaper or other media ads recruiting staff or with administrative announcements or tenders should not include the USAID logo. Rather, they can reference the USAID-funded activity. Also, activity personnel business cards should not include the USAID logo. Rather, they can refer to as “USAID-contractor.”

3. Acknowledgement of Other Organizations

Guidance: Please explain how you will acknowledge governmental partners and other cooperating organizations or partners, including those (if any) listed in the Marking Plan. It is perfectly acceptable and often encouraged to “co-brand” interventions with host country ministries. Include a brief explanation why the activity feels these organizations are important to be acknowledged. In the event the activity wishes to use the local government brand mark and not the USAID brand mark, please follow the exceptions process outlined in ADS 320.

4. Coordination with USAID on Outreach and Communications

The activity will clear all public outreach and communication materials, including press releases, media events, and media interviews with USAID (AOR and DOC) and follow other relevant guidance set in the USAID/Central Asia Partners Communications Guide. Note, Mission communications guidance requests notification on and materials related to events that will include press and/or USAID senior participation up to 4 weeks before the event.

Throughout activity implementation, (implementing organization) will provide to USAID:

a) As part of the annual work plan process, the activity will submit an annual communications plan indicating key milestones, events and communications tools and approaches to be used. This will include a communications calendar that will state the proposed timing for major events. As per USAID/Central Asia guidelines, the activity will try to give at least four-weeks advance notice of all public events that include the press and/or senior USG participation, and inform the COR and USAID/Central Asia DOC team accordingly.

b) An updated monthly calendar of planned public events to be organized by the project during the coming month, including approximate date, location, and audience. The project will coordinate with USAID about all planned events with press participation, press activities, press releases, event’s briefing check list, as well as inclusion of USAID promotional materials for the participants, participation of USAID/USG representatives. The (contractor) will use the USAID issued template for submitting the list of public events.

c) One success story every 6 months with an accompanying photograph (see guidance). The success stories will be provided in a Word Document format, written keeping in mind the success story guidelines provided by USAID and accompanied with high resolution photographs. The success stories will be cleared by USAID.

d) At least 100 photographs acquired through the service of a professional imaging agency or individual creator. The photos will be illustrative of the project’s achievements, impacts, and results with a focus on its end-line beneficiaries. The JPEGs photos will be delivered in two formats: 1) Full size and High Resolution, and 2) reduced to a maximum of 3-5 MB for online use. The photographs will comply with guidance provided in the USAID Graphic Standards Manual and the USAID Shooting Guide. Each photograph will have a brief explanation about its subject and identify: the author and his/her organization, person(s) featured in the photograph, and the location where the photograph was taken, photo caption, and with the standard photo release form signed if applicable.

e) At least 4 short videos produced through the service of a professional filmmaking or video production agency, or individual creator. At least two videos will be aligned with the subject of the success story or showcase how a particular community or individual are greatly benefitting from the results/impacts/achievements of the project. At least two others will serve as broader PSA or publicity piece designed to inform target audiences of the project existence, work, and achievements. The video files will be delivered in Full HD, all with sub-titles, in various formats: 1) Final version English 2) Final version Russian 3) Final version Uzbek 4) Final version without any audio or logos or writing. The videos will comply with guidance provided in the USAID Graphic Standards Manual and the USAID Shooting Guide.

f) Clippings of press articles that mention the project activities and the work of its beneficiaries. The (contractor) will provide quarterly reports of project media coverage in a format specified by USAID.

g) At least 2 copies of all public communications materials produced by the project. In addition, the recipient shall submit one electronic and/or one hard copy of all final documents to USAID’s Development Experience Clearinghouse.

h) The (contractor) will obtain permission from USAID before setting up a social media account or creating a website for the project.

i) The activity’s Fact Sheet will be updated and submitted to USAID on a specified USAID template. The Fact Sheet may be updated at the request of USAID and will be cleared by USAID.

j) The (contractor) will clear all materials meant for external dissemination for Branding and Marking compliance with COR and USAID/Central Asia DOC team and comply with other regulations outlined in ADS 320 and USAID Graphic Standards Manual

k) USAID reserves the right to request additional details on project implementation, such as photos, quotes, short write-ups from selected events, etc. to be used for USAID Outreach purposes and to fulfil USAID LPA information requests.

l) USAID can use Google Drive and other USAID-approved file sharing platforms; therefore, the (contractor) will create one of the USAID-approved file sharing accounts to have the ability to upload and view files.

m) The activity will upload to USAID’s Development Experience Clearinghouse (DEC) all appropriate activity materials. Materials that can be uploaded to DEC include quarterly and final reports, publications, brochures, evaluations, photos, among others. DEC serves as a searchable repository of all USAID related publications going back decades. If necessary, uploaded materials can be restricted so that they can only be accessed by USAID staff (however, to the extent possible, we hope to keep materials publicly accessible). The activity will coordinate with the COR and DOC team as appropriate to determine which activity publications will be uploaded to DEC.

In the event of changed circumstances for implementation of this Branding Implementation Plan, (contractor) will submit to USAID via the COR a request to modify this plan and/or other related documents, such as the Marking Plan.