ATTACHMENT 3_ CEERC BRANDING IMPLEMENTATION PLAN TEMPLATE.docx

ATTACHMENT 6 – BRANDING IMPLEMENTATION PLAN AND MARKING PLAN

GENERAL INSTRUCTIONS - ACQUISITION AWARDS BRANDING STRATEGY

USAID policy is to require exclusive branding and marking in USAID direct acquisitions using any source of funds; this must include a Branding Strategy, a Branding Implementation Plan and a Marking Plan unless otherwise granted an exception by the appropriate USAID officer or official. The USAID identity, as provided, must follow guidance laid out in the USAID Graphic Standards Manual, no contractor logos or other competing identities are to be included (unless granted an exception by the appropriate USAID officer or official.)

1.0 BRANDING – GENERAL INSTRUCTIONS

The Contractor must 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 TO BE CREATED BY THE CONTRACTOR

Branding Implementation Plan for the Conservation through Economic Empowerment in the Republic of the Congo (CEERC) Activity – SOL XXXXXXXXXX

1.1 HOW TO INCORPORATE THE MESSAGE

_______________will use full branding and the USAID tagline “From the American People” on materials and communications. 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).

1.2 MESSAGES

In all materials and events the Activity will be branded as from USAID and prepared by ______________________as part of the Conservation through Economic Empowerment in the Republic of the Congo (CEERC) Activity. 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: all of the trainers will be trained to include in each presentation or training session a statement at the beginning of their meeting or training session that the technical assistance that they provide and the other program services are made possible as a result of “the assistance from the American people.” The Conservation through Economic Empowerment in the Republic of the Congo (CEERC) 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.

1.3 HOW TO PUBLICIZE THE PROGRAM, PROJECT OR ACTIVITY

This section discusses how to publicize the program and also includes a description of the communications tools to be used. Such tools may include the following:

1.3.1 TOOLS

The following communication tools will be used: CHANGE AS NEEDED

1.4 KEY MILESTONES OR OPPORTUNITIES

The following key milestones or opportunities are anticipated to generate awareness that the program is from the American people. 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:

1.4.1 holding training events,

1.4.2 publishing reports,

1.4.3 highlighting success stories,

1.4.4 promoting final or interim reports, and

1.4.5 communicating program impact/overall results.

1.5 AUDIENCES

Subject to approval by USAID, the Conservation through Economic Empowerment in the Republic of the Congo (CEERC) Activity has the following target audiences with whom it will promote and publicize USAID sponsorship:

1.5.1 Primary audience:

The primary audience for all materials and documents produced under this contract is USAID staff in Washington and in the field.

1.5.2 Secondary audience:

The secondary audience for materials and documents produced by the Conservation through Economic Empowerment in the Republic of the Congo (CEERC) Activity includes USAID stakeholders and NGOs, contractors, and researchers working on issues of gender equality in education.

1.6 ACKNOWLEDGEMENTS

1.6.1 ACKNOWLEDGING USAID

The following acknowledgment will be included on external USAID Conservation through Economic Empowerment in the Republic of the Congo (CEERC) 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 Conservation through Economic Empowerment in the Republic of the Congo (CEERC) Activity.

1.6.2 ACKNOWLEDGING HOST-COUNTRY GOVERNMENTS

All Conservation through Economic Empowerment in the Republic of the Congo (CEERC) Activity 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.

1.6.3 ACKNOWLEDGING 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.

1.7 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.

2.0 MARKING - GENERAL INSTRUCTIONS

The Contractor shall also 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 Conservation through Economic Empowerment in the Republic of the Congo (CEERC) Activity – SOL-xxxxxxxxxx With reference to Section 320.3.2.3 of ADS 320, below is the required Marking Plan:

2.1 MARKING

2.1.1 MARKING PLAN FOR MATERIALS TO BE PRODUCED

Table 1 outlines the types of materials that may be produced under the USAID Conservation through Economic Empowerment in the Republic of the Congo (CEERC) 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 activities, and not implementing partners. Thus, letterhead, name tags, business cards, office space, equipment, and supplies are not subject to branding.

Every contract deliverable that is marked with the USAID identity for the Conservation through Economic Empowerment in the Republic of the Congo (CEERC) 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. Conservation through Economic Empowerment in the Republic of the Congo (CEERC) Activity Letterhead will be used for administrative matters and will not have the USAID logo. Business cards will not show the USAID logo.

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 IS CREATED BY THE CONTRACTOR

Marking Requirements for the Conservation through Economic Empowerment in the Republic of the Congo (CEERC) Activity – SOL-XXXXXXXXX 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

Administrative

Technical

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

Organizations' policies, strategies, plans, and guidelines (e.g., an NGO’s procedures manual for malaria logistics, a workplace anti-discrimination policy) or other materials positioned as being from the host-country partner Follows USAID Graphics Standard Manual guidelines for full branding (if applicable)

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

Promotional

3.0 GRANTS UNDER CONTRACTS

Grants under contracts, when authorized in accordance with ADS 302, “USAID Direct Contracting” must be branded and marked like grants. The policy directives and required procedures for branding and marking of assistance awards in ADS Section 320.3.3 and 2 CFR 700.16 apply. The Contractor is responsible for including branding and marking requirements for these grants in it Branding Implementation Plan and Marking Plan, as part of its overall responsibility for managing grants under its contract.

4.0 PREPRODUCTION REVIEW

USAID reserves the right to request preproduction review of USAID-funded public communications and program material for compliance with USAID graphic standards and the approved Marking Plan.

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