Attachment 3 - Branding Strategy.pdf

RFP No. 72052221R00007

ATTACHMENT 3

BRANDING STRATEGY

Effective Justice to Combat Criminality and Corruption Activity

The Branding Strategy for the Effective Justice to Combat Criminality and Corruption Activity (Justicia Efectiva Contra la Criminalidad y Corrupción) describes the expectations for the contractor in the implementation of the base Contract and IDIQ Task Orders.

ACTIVITY NAME

The Effective Justice to Combat Criminality and Corruption Activity will be known as “Justicia Efectiva'' in Honduras. The name conveys an important message of what is expected of Honduran justice system to respond to citizen’s outcries to combat impunity and corruption. A citizen responsive system that will coordinate among actors to deliver the expected results with support from this Activity. All communications derived from the name and its activities must be aligned with USAID/Honduras’s goal for its new Country Development Cooperation Strategy (CDCS) is “A more prosperous, democratic, and secure Honduras where citizens, especially youth, are inspired to stay and invest in their future.”

LOGO

The Activity may create a logo that conveys the message visually.

AUDIENCE

The Activity’s Primary Audience will target the beneficiary population, government institutions, civil society organizations, non-government organizations and stakeholder in general that this Activity will target. This audience should remain at the forefront of all print, audio-visual and social media when developed, including websites or other online platforms developed in support of this Activity or linked to it. A second set of target Primary Audience will include the private sector, academia, media and any other relevant stakeholders.

The Activity’s Secondary Audience will include USAID (regional and US-based audience), the United States Congress, the international donor community present in Honduras, and the general public. The Activity will ensure that these audiences understand the Activity, support and engage in its activities, and embrace the long-term impact resulting from USAID’s investment.

MAIN MESSAGE

The Activity’s main message will be that all support, direct or indirect services, research and recommendations derived from implementation are “From the American People”.

Additional messages may be developed by the contractor that shall be aligned with the expected results of the Activity as well as USAID/Honduras’s goal for its new Country Development Cooperation Strategy (CDCS).

https://www.usaid.gov/honduras/cdcs https://www.usaid.gov/honduras/cdcs

Effective Justice to Combat Criminality and Corruption Activity

SPONSORSHIP

While the Activity must ensure that all communication strategies maximize credit for the assistance provided by the American people through USAID, it will also highlight the investments made by local actors in support of USAID’s multiple policies (Local Solutions, Positive Youth Development, etc.).

RECOGNITION OF OTHER ORGANIZATIONS

The Activity will work in close collaboration with host government entities, civil society organizations, community grass-roots organizations, academia, and other local level stakeholders and should, therefore, where appropriate, and in consultation with the USAID ensure that credit is given to the co-sponsoring entities for specific interventions or co-investments. This shared sponsorship will be made proportional to the level of effort invested.

USAID POCs In addition to the roles and responsibilities detailed in the solicitation for the Contracting Officer and Contracting Officer’s representative when finalizing a Branding Strategies, Marking Plans, and Brand Implementation Plans, there are other USAID personnel that will support the implementation of said plan.

The Mission’s 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 implementing 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.

Furthermore, the Contractor must provide a point-of-contact responsible for coordinating activities, clearing communications products and other related activities with the COR and the USAID/Honduras Communications Team. This includes providing advance notification of upcoming activities or events with sufficient lead time, and coordinating internally with all relevant parties.