Attachment 3- Branding strategy.pdf
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- Solicitation number
- 72052221R00001
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This document outlines branding requirements for a USAID contract in Honduras. The contractor will be required to incorporate USAID's strategic messages in Honduras into their own outreach and communications strategy, or explain why this is not possible. They must also publicize the program using various communications tools such as social media, press releases, site visits, success stories, videos, and other methods of communicating program impact. The contractor must designate a point of contact to coordinate these branding and outreach activities with USAID's Communications Team and contracting officer's representative.
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BRANDING STRATEGY
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 Social media.
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 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.
ATTACHMENT 3
RFP NO. 72052221R00001
For situations described above, the Contractor must provide a point-of-contact responsible for coordinating activities with the USAID/Honduras Communications Team and COR. S/he will inform the
USAID Communications Team and COR of upcoming activities or events with adequate lead time, and will coordinate these activities with the Communications Team.
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