J.2_Branding_and_Marking_Template.pdf

Attachment J.2

BRANDING IMPLEMENTATION PLAN AND MARKING PLAN FORMAT

The Contractor will prepare a Branding Implementation Plan describing how it will implement the

Branding Strategy.

The Branding Implementation Plan shall describe how the program will be promoted to beneficiaries and host country citizens.

With reference to ADS Section 320.3.2.2 the Contractor shall prepare a Branding Implementation Plan containing information substantially similar to the sample provided below:

THIS PORTION IS CREATED BY THE CONTRACTOR

Branding Implementation Plan for the __________ Activity From Requesting Office (_______)

1.0 HOW TO INCORPORATE THE MESSAGE

__________ will use full branding and the USAID tagline “From the American People” on materials and communications. Co-branding and no branding will only be considered on a case-by-case basis as considered appropriate by the Contracting Officer’s Representative (COR) and Contracting Officer (CO).

1.1 MESSAGES

In all materials and events the project will be branded as from USAID and prepared by

_________________________ as part of the __________ project. As such, all materials will acknowledge that they were produced with support “from the American people.” In cases where a local language predominates above English, the appropriate translation into the local language will be used in branding the program.

Additional ideas to increase awareness that the American people support this program are:

The Activity will follow specific procedures for including the Branding Implementation Plan requirements as stated in the mandatory internal reference Branding and Marking in USAID Direct

Contracting in the Automated Directives System, Chapter 320.

2.0 TOOLS

The following communication tools will be used: Change As Needed and Fill Out

Communication Tool Yes/No/N/A

Press Releases

Press Conferences

Media Interviews

Site Visits

Success Stories

Beneficiary testimonials

Professional Photographs

Public Service Announcements

Videos

Webcasts, e-invitations, blast e-mails, or other internet activities

3. 0 KEY MILESTONES AND OPPORTUNITIES

The following key milestones or opportunities are anticipated to generate awareness that the Activity is

“from the American people”:

1) ______________________

2) ______________________

3) ______________________

4) ______________________

(These milestones may be linked to specific points in time, such as at the beginning or end of a program, or to an opportunity to showcase reports or other materials. These include, but are not limited to:

launching the program, announcing research findings, publishing reports or studies, spotlighting trends, highlighting success stories, featuring beneficiaries as spokespeople, showcasing before-and-after photographs, securing endorsements from ministry or local organizations, promoting final or interim reports, and communicating program impact/overall results.

4.0 AUDIENCES

The primary audience for all materials and documents produced under this contract is

The secondary audience is ___________________________________

5.0 ACKNOWLEDGEMENTS

5.1 ACKNOWLEDGING USAID

The following acknowledgment will be included on external USAID Activity publications and internal publications, such as quarterly reports, as appropriate:

This document was produced for review by the United States Agency for International

Development. It was prepared by _____________ for the Activity, contract number

5.2 ACKNOWLEDGING HOST-COUNTRY GOVERNMENTS

All ______________ documents will follow USAID Branding Guidelines. If during the course of this program other major sponsors are involved, we will advise the COR of their involvement and request permission to include them as necessary.

53. ACKNOWLEDING OTHER HOST-COUNTRY PARTNERS

Co-branding with civil society groups will occur when these organizations have contributed funds to the activity. Co-branding with in-country partners may also be desirable when trying to promote local ownership and capacity building. However, when products are fully funded by USAID, CO approval is required for any exceptions to full branding requirements.

5.4 CO-BRANDING WITH OTHER INTERNATIONAL ORGANIZATIONS

In such cases, the guidelines for co-branding will be followed, assuming the funding contributed is more than a token amount.

MARKING PLAN

The Contractor shall prepare a Marking Plan that will enumerate all of the public communications, commodities and program materials that visibly bear or will be marked with the USAID identity. Contract deliverables to be marked with the USAID Identity must follow design guidance for color, type, and layout in the USAID Graphics Standard Manual.

With reference to ADS Sections 320.3.2.3 and 320.3.2.4 the Contractor shall prepare a Marking Plan containing information substantially similar to the sample provided below:

THIS PORTION IS CREATED BY THE CONTRACTOR

Marking Plan for the ______________ Activity From Requesting Office (______)

With reference to Section 320.3.2.3 of ADS 320, below is the required Marking Plan:

1.0 MARKING

1.1 MARKING PLAN FOR MATERIALS TO BE PRODUCED

Table 1 outlines the types of materials that may be produced under the___________ Activity. Any materials that are not anticipated below, but are produced under the initiative, will also be subject to branding guidelines and CO approval, as appropriate. Please note that marking is not required on items used as part of the administration of the contract, such as stationery products, equipment, and offices. The goal is to mark programs and projects, and not implementing partners. Thus, letterhead, name tags, business cards, equipment, and supplies are not subject to branding.

Every contract deliverable that is marked with the USAID identity for the _____________ Activity will follow design guidance for color, type, and layout in the Graphic Standards Manual as related to equipment, reports, studies, events, and public communication (including printed products, audio, visual, and electronic materials). The USAID logo will be used for programmatic correspondence.

_______ letterhead will be used for administrative matters and will not have the USAID logo. Business cards will not show the USAID logo. Contractor business cards will include the wording “USAID

Contractor.”

All studies, reports, publications, Web sites, and all informational and promotional products not authored, reviewed, or edited by USAID will contain a provision substantially as follows:

“This study/report/_______ Website is made possible by the support of the American People through the

United States Agency for International Development (USAID.) The contents of this study/report/_______

Website are the sole responsibility of ________________ (name of organization) and do not necessarily reflect the views of USAID or the United States Government.”

(This portion will be completed by the Contractor)

Marking Requirements for the ______________ Activity From Requesting Office (_______)

With reference to ADS Section 320.3.2.2, below is the required Marking Plan:

TABLE 1. MARKING PLAN FOR MATERIALS TO BE PRODUCED - CHANGE AS

NEEDED

Category Type of Marking Remarks

Administrative

Stationery products

(administrative

Business)

USAID standard graphic identity will not be used. Pertains to letterhead, envelops, and mailing labels

Stationery products

(program related)

USAID standard graphic identity will be used. Pertains to letters that accompany program materials

Business cards USAID standard graphic identity will not be used on business cards. The contractor should use its own business cards but include the line "_______ project" on the business card. Contractor business cards will / will not include the wording “USAID

Contractor.”

Commodities and Equipment

Commodities USAID Identity will be used

Equipment USAID Identity will be used

Export Packaging USAID Identity will be used

Program, project, and activity sites

TABLE 1. MARKING PLAN FOR MATERIALS TO BE PRODUCED - CHANGE AS

NEEDED

Category Type of Marking Remarks

Office signs USAID standard graphic identity will be used to mark project offices. The contractor will follow the US Embassy / BiH signage templates.

Contractors must state when signage will be up and when it will be removed.

Visible infrastructure projects (roads, bridges, buildings, etc)

USAID standard graphic identity will be used to mark Visible infrastructure projects (roads, bridges, buildings, etc). The contractor will follow the US Embassy / BiH signage templates.

Contractors must state when signage will be up and when it will be removed.

Temporary signs USAID standard graphic identity will be used to mark temporary signs. The contractor will follow the US Embassy / BiH signage templates.

Contractors must state when signage will be up and when it will be removed.

Permanent Plaque USAID standard graphic identity will be used to mark permanent plaque.

Public Communication that are print products

Publications, reports, research results, studies, and evaluations.

The USAID identity will be printed on the cover of document. The design will follow guidelines for full branding.

Brochures, leaflets, informational, and promotional materials

Folders

Success Stories

Posters

Banners and signs

Print PSAs, newspaper supplements and other paid placements such as advertorials

Advertisements about program events / activities

Training manuals, workbooks, and guides.

Press releases, fact sheets, media advisories

Contractors will use the US Embassy / BiH template for press releases.

Letterhead used for program-related purposes (invitations to events etc not for contractor admin purposes)

TABLE 1. MARKING PLAN FOR MATERIALS TO BE PRODUCED - CHANGE AS

NEEDED

Category Type of Marking Remarks

Public communications that are audio, visual, or electronic

Web sites

Videos

CDs and DVDs

TV PSAs

PowerPoint and other program related presentations

Mass distribution electronic mail sent for program purposes (such as invitations to training events or other widely attended program related gatherings)

Radio PSAs Will include an audio tag, such as, “made possible by

USAID: From the American People”

Events

Training Courses The USAID identity will be prominently displayed

Conferences The USAID identity will be prominently displayed

Seminars The USAID identity will be prominently displayed

Briefings The USAID identity will be prominently displayed

Exhibitions The USAID identity will be prominently displayed

Fairs The USAID identity will prominently displayed

Workshops The USAID identity will be prominently displayed

Press Conferences The USAID identity will be prominently displayed

Invitations, press releases, publicity, media materials, presentations and handouts associated with events

END OF ATTACHMENT J.2 - BRANDING IMPLEMENTATION PLAN AND

MARKING PLAN FORMAT