Attachment_J.10_Branding_Implementation_PlanTemplate.doc

Attachment J.10

Branding Implementation Plan

Please note: all text in Italics is only for guidance; please delete it from your final version! This text aims to give you some guidance about the plan, however, it does not aim to cover all possible situations pertinent to your project.

Project Title:

Agreement Number:

Period of Activity:

Implementing organization:

Date:

Branding implementation plan hinges on three factors: (1) public communications to further project’s goals; (2) telling the project story and its achievements and (3) telling why that story and those achievements are possible – i.e., highlighting the support of the American people.

To implement this approach, all staff will receive training and regular updates on the details of the (project name) project, its successes, talking points, as well as USAID and the American peoples’ role in the development process. In addition to ensuring that all staff can speak about the project and explain USAID and the American peoples’ role in the process, (implementing organization) will develop a comprehensive package of communication materials, such as success story and press release templates, banners, information packages, brochures, videos and project summaries among others.

1. Name of the Program In English:

(include any relevant translations) Guidelines: This document needs to identify how the project 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.

2. Program Communications and Publicity a). The primary and secondary audiences for this project or program

Guidelines: Please include direct beneficiaries and any special target segments or influencers (please remember to consider/include the audiences listed in the branding strategy). For example: Primary audience: schoolgirls age 8-12, Secondary audience: teachers and parents–specifically mothers.

b). Main Program Message

Guidelines: Include the intended message(s) of the project. For example: "Be tested for HIV-AIDS" or "Have your child inoculated."

c). Communications or program materials that will be used to explain or market the program to beneficiaries

Guidelines: These include training materials, posters, pamphlets, Public Service Announcements, billboards, websites, and so forth. Explain how they will be used to promote the project.

d). Promotion of the project among host country citizens (within the framework of the branding strategy) Guidelines: Please include a brief description of your overall approach to promotion efforts: what will the focus be, what media (regional or national, print or TV, or radio) you will primarily engage, etc. –and only then discuss specifics as suggested below.

Please specifically describe the following:

· How the project will be publicized in the host-country within the framework of the branding strategy.

· Explain which communications tools will be used to target which of the focus audiences and how. Such tools may include press conferences, public events, press releases, media interviews, site visits, success stories, beneficiary testimonials, photos, PSAs, videos, websites, e-invitations, or other e-mails sent to group lists, such as participants for a training session blast e-mails or other Internet activities, etc. Explain how each of these tools will be used, how many you plan for each country a year, etc.

· What key anticipated milestones or opportunities the project will use to generate awareness that the project (or a specific activity) is from the American people. Such milestones may be linked to specific points in time, such as the beginning or end of a program, or to an opportunity to showcase publications or other materials, research findings, or program success. 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, marketing agricultural products or locally-produced crafts or goods, securing endorsements from ministry or local organizations, promoting final or interim reports, and communicating program impact/overall results.

· Explain how any of the public communications materials will be disseminated in the country or province(s) where the project is implemented.

Sample optional table for c).and d):

Local press invited to each, press release prepared and disseminated

USAID target audiences in the host country Sent to media

USAID, USAID target audiences in the host country Sent to USAID

e). Conveying the Message “From the American People” through Public Communications

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

E.g., At each public event, including (please include such as conferences, seminars, training events, and other events) USAID and the support from the American people will be verbally acknowledged in the following way: (please explain; it is best to develop a standard phrase which will be used by all project staff in all verbal and written communications – this way staff does not have to invent a new explanation each time)

3. Acknowledgement of other organizations Guidance: Please explain how you will acknowledge organizations listed in the Branding strategy (if there are such). For example, “when describing an activity that was implemented in cooperation with the National AIDS Center, the project will state: “the project, in cooperation with the National AIDS Center, has opened/facilitated/organized/prepared. ..”

Additionally, please consider if the project needs to acknowledge any other organizations, in addition to the ones outlined in the branding strategy, for its successful operations and if there are such, list them here. Include a brief explanation why the project feels these organizations are important to be acknowledged.

4. Coordination with USAID on publicity and project promotion issues

The project will clear any press releases, media as well as public events, and media interviews with USAID (COR and outreach coordinator) and follow other relevant guidance provided by the Mission.

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

a) Quarterly list of public events to be organized by the project during the coming three months, including approximate date, location, and audience.

b) One success story every six months with an accompanying photograph (see item c). for specifications). The success stories will be provided in a Word Document format.

c) At least 20 photographs illustrative of project’s achievements, in jpeg format, a year. The photographs will comply with a guidance provided in the USAID Graphic Standards Manual, and be at least 500kb in size each. 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.

d) Clippings of press articles that mention the project.

e) At least 2 copies of all public communications materials produced by the project.

f) Once a year, the project will present to USAID an overview of the implemented publicity events and received media coverage.

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

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