ATTACHMENT_3_-_Early_Grade_Reading_-_Branding_Strategy.pdf

ATT 2

ATTACHMENT 2 - THE BRANDING STRATEGY

BRANDING STRATEGY FOR DJIBOUTI EARLY GRADE READING ACTIVITY

Djibouti Early Grade Reading Activity (DEGRA) is the project name assigned to this activity.

a. Branding Policy - The Contractor must comply with the requirements of the policy directives and required procedures outlined in USAID Automated Directive System

(ADS) 320.3.2 “Branding and Marking in USAID Direct Contracting” at https://www.usaid.gov/ads/policy/300/320; and USAID “Graphic Standards Manual” available at www.usaid.gov/branding, or any successor branding policy. The

Contractor must propose a Branding and Marking Plan that aligns with USAID’s

Branding and Marking Policy.

b. The Branding Plan should include consideration of the following:

i. Expected activities that must be branded as the U S A I D / Djibouti Early Grade

Reading Activity (DEGRA) activity include training programs, conferences and other events, technical assistance, sub-contracts, various publications including training and teaching and learning materials, and public communications funded by the USAID/Djibouti DEGRA activity.

ii. The Contractor must ensure a high level of USAID visibility in its activities, at both the national and sub-national levels. Publicity materials and communications must clearly reflect that this activity is made possible by the generous support of the American people, through USAID.

iii. In carrying out the approved Branding Implementation and Marking Plans, the

Contractor must seek timely approval from the COR for all public and media documents, speeches and event preparation forms as per USAID/Ethiopia’s outreach and communication procedures. Note that COR approval is subject to the prior concurrence of USAID’s Documentation Outreach and Communication

Officer (DOC), and must be received before using any printed materials which incorporate the USAID identity. The Contractor must build in time for these procedures. All releases/alerts are issued by the U.S. Embassy on behalf of

USAID and all such news releases/media alerts must be coordinated with the

COR and DOC for approval.

c. Anticipated elements of Marking Plan include the following:

i. Deliverables to be marked include, but are not limited to books and supplementary teaching and learning materials, training materials, commodities or equipment; printed, audio, visual or electronic public communications; studies, reports, publications, websites, and all promotional and informational products.

ii. USAID’s logo must not be used on administrative materials (e.g. business cards, stationary, etc.).

d. Approval of Contractor’s Branding Implementation and Marking Plan http://www.usaid.gov/ads/policy/300/320%3B http://www.usaid.gov/branding

i. The Contractor’s Branding Implementation and Marking Plan dated (TBD) is hereby approved by the Contracting Officer for the life of the Contract, unless otherwise rescinded earlier. The Contractor must follow the plan during implementation of this Contract and will request and obtain waivers from the

Contracting Officer when required. Guidance on applying for waiver’s can be found in USAID Automated Directives System Chapter 320, Branding and

Marking.