Attachment 3 - Branding Strategy.pdf
PDF 182 KB Posted
- Attached to
- Youth Employment for Migration Prevention Activity Federal contract opportunity
- Solicitation number
- 72052220R00001
About this file
This document outlines branding and marking requirements for a USAID contract solicitation for a Youth Employment for Migration Prevention Activity in Honduras. Key details include:
-
The solicitation is for a cost-plus-fixed-fee completion type contract over five years with the potential for three option periods to increase employment opportunities for at-risk youth in Honduras.
-
Offerors must submit a Branding Implementation Plan and Marking Plan as part of their proposal describing how strategic messaging and communications tools will publicize the program and attribute it to USAID and the American people.
-
The Branding Implementation Plan will detail communications throughout the contract's implementation, coordinated with USAID's Development Outreach and Communications Office.
-
The Marking Plan will explain how all activities and public communications will be marked and attributed to USAID and include the proposed budget to implement branding and marking requirements.
-
Templates are provided for the Branding Implementation Plan and Marking Plan, which will be finalized in coordination with USAID and included in the award agreement. Proposals failing to negotiate acceptable plans will be ineligible for award.
View the file
Other files for this federal contract opportunity
Show all 28
On GovTribe
Work with this file on GovTribe
- Download the original file
- Contacts named in this file
- Similar government files
- Ask GovTribe AI about this file
Text version
As stated in ADS 320 the Branding Strategy is part of the contract requirements. Mission Development Outreach and Communications Officers (DOCs), Program Officers, or other designees, are responsible for the following:
(1) Providing advice and guidance on graphic design and communicating USAID branding and marking policy directives and required procedures in this chapter and its references to USAID staff and implementing partners;
(2) Providing training for USAID staff and partners on branding and marking requirements;
(3) Reviewing Branding Strategies, Marking Plans, and Brand Implementation Plans, as requested; and
(4) Consulting, as requested by the COR/AOR, on requests for exceptions to marking requirements.
Contracting Officers must ensure that USAID contract solicitations include a Branding Strategy and instruct bidders/offerors to prepare a Branding Implementation Plan. These instructions must require that bidders/offerors address the following:
● How to incorporate the strategic messages outlined in the ADS 320 and in the USAID/Honduras Outreach and Communications strategy, or provide an explanation if this message is not appropriate or possible.
● How to publicize the program, project, or activity in Honduras and a description of the communications tools to be used. Such tools may include the following:
o Beneficiary testimonials.
o Press releases.
o Media interviews.
o Press conferences.
o Professional photography.
o Public Service Announcements.
o Site visits.
o Success stories, case stories (FrontLines, Telling our Story, Local Media, Sector-based Media).
o Videos.
o Webcasts, 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.
RFP No. 72052220R00001
ATTACHMENT 3
BRANDING STRATEGY
● The key milestones or opportunities anticipated to generate awareness that the program (project or activity) will use to incorporate the strategic messages outlined in the ADS 320 and in the USAID/Honduras Outreach and Communications Strategy. 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, the following:
o Announcing research findings.
o Communicating program impact/overall results.
o Featuring beneficiaries as spokespeople.
o Highlighting success stories.
o Launching the program.
o Marketing agricultural products or locally-produced crafts or goods.
o Promoting final or interim reports.
o Publishing reports or studies.
o Securing endorsements from ministry or local organizations.
o Showcasing before-and-after photographs.
o Spotlighting trends.
For situations described above, the bidder/offeror must provide a point-of-contact responsible for coordinating activities with the USAID/Honduras Communications Team and COR/AOR. S/he will inform the USAID Communications Team and COR/AOR of upcoming activities or events with adequate lead time, and will coordinate these activities with the Communications Team.”
Given all the above, a Branding Implementation Plan and a Marking Plan shall be submitted by the Offeror as part of its response to this RFP. The Branding Implementation Plan will detail the communications plan to be used by the Contractor throughout the implementation of this contract, and the Marking Plan will explain how all activities and public communications for the implementation of this contract will be marked and attributed to USAID and the American people. The Marking Plan will also include the proposed budget necessary to implement the project’s Branding Strategy, Branding Implementation Plan, and Marking Plan. Implementation of these plans will be closely coordinated with USAID’s Development Outreach and Communications Office (DOC).
The Offeror’s Branding Implementation Plan and Marking Plan will be finalized in coordination with USAID and included in the award agreement. In preparation of the branding implementation plan and the marking plan the applicant will use templates for these two documents provided as attachments to this Branding Strategy. If the selected Offeror fails to negotiate an acceptable Branding Implementation Plan or Marking Plan within the time specified by the Contract Officer, that Offeror becomes ineligible for contract.
File details come from the government source that posted it. Updated .