Attachment J.1 - USAID:SOUTH SUDAN Branding Implementation and Marking Plans Guidance.pdf

ATTACHMENT J.1

USAID/SOUTH SUDAN BRANDING IMPLEMENTATION AND MARKING PLANS

GUIDANCE

The Offeror must prepare a Branding Implementation Plan (BIP) and Marking Plan (MP) based on the Branding Strategy set forth in Section D, which sets forth the specific standards for branding and marking that apply. Generally, the BIP and MP outline the events (press conferences, site visits, etc.) and materials (success stories, Public Service Announcements [PSAs], etc.) the Contractor will organize and produce to assist USAID in delivering the message that “the assistance is from the American people” or provide an explanation if this message is not appropriate or possible. The BIP and MP will outline how to publicize the program, project, or activity in the host-country and a description of the communications tools to be used.

The BIP and MP must comply with 2 CFR 700.16, AIDAR 752.7009, ADS 320, USAID Graphic Standard Manual, ADS 557 Public Information and ADS 558 Use of Social Media for Public Engagement. Additional guidance can be found online at www.usaid.gov/branding. The BIP and MP must comply with the contractual requirements set forth in Sections D and H.

In developing the BIP and MP, Offerors are reminded that USAID policy is to require exclusive branding and marking in USAID direct acquisitions using any source of funds.

As stated in 320.3.2, USAID’s policy is that programs, projects, activities, public communications, or commodities implemented or delivered under contracts and subcontracts exclusively funded by USAID are marked exclusively with the USAID Identity. “Exclusive Branding” means that the activity is positioned as USAID’s, as showcased by the activity name (e.g., “USAID Local Governance Enabling Environment”).

Contractors and subcontractors' corporate identities or logos must not be used on USAID-funded program materials. Marking is not permitted on any communications that are strictly administrative, rather than programmatic, in nature. USAID identity is also prohibited on Contractor and recipient communications related to award administration, such as hiring/firing of staff or renting office space and/or equipment. Marking is not required on Contractor vehicles, offices, office supplies or other commodities used solely for administration of the USAID-funded program.

Studies, reports, publications, Web sites, and all informational and promotional products not authored, reviewed, or edited by USAID must contain a provision substantially as follows:

This study/report/Web site (specify) is made possible by the support of the American People through the United States Agency for International Development (USAID). The contents of this (specify) are the sole responsibility of (name of organization) and do not necessarily reflect the views of USAID or the United States Government.

BRANDING IMPLEMENTATION PLAN (BIP) GUIDANCE

USAID seeks a very high level of public visibility for this activity. The BIP must present a strategy on how the contractor will achieve this level of visibility.

The BIP must include the following:

Activity Name: The name of the activity.

Activity Description: Provide a basic description of the activity in simple language. Avoid jargon, abbreviations, and explain what the activity is doing, how it’s accomplishing its objectives, and why the work is important.

Branding and Marking Objectives: List the branding and marking objectives that complement and support the activity’s programmatic and strategic communications objectives. These objectives should directly support the activity’s development objectives which can range from increase of awareness, encourage behavior change, increase support through community mobilization, advocate adoption of best practices, etc.

Audiences: List the activity’s external audiences. The audiences are those who are the decision makers that are critical to achieving the activity’s development objectives. In addition, people who influence those decision makers are also part of the key audiences.

Be specific and clear about your target audiences and user groups, and prioritize them according to importance and influence relative to your objectives. Do not just think about the ‘usual suspects’ and think beyond just the actual “recipients” of USAID's assistance.

Key Messages: USAID uses a message triangle to consistently and coherently explain our work. The core mission of our work belongs in the center of the triangle, the “what,” “how” and “why.”

USAID’s message triangle can be found in the USAID Graphic Standard Manual and Partner Co-Branding Guide on page 4.

The contractor will create key messages using the USAID message triangle to explain the important work of the activity to its key audiences and how to position USAID and the message that this assistance is from the American People to them. The contractor must provide an explanation if this message is not appropriate or possible.

The message triangle must include a WHAT, HOW, and WHY statement as described below.

a) WHAT: This is the problem we are working to solve and provides the reason why our goals are within reach. A successful “what” statement provides our audience with a reason to believe.

b) HOW: Here we explain the method we will use to achieve our goals through our unique position as a USAID activity.

c) WHY: The “why” message appeals to the common interest and values of our audiences.

It should explain the reason why it's important for USAID to work in this area through the activity. It must connect to the audience's sense of reason and emotion, and it tells them why they should care.

Communications Activities: The Plan will outline communication activities that are designed to achieve USAID’s branding and marking objectives and the activity’s development and programmatic objectives. The activities should be in line to achieve a very high- level of public visibility through an array of communications activities, media coverage, and social media engagement.

Contractors should research what existing publications, online platforms, events, conferences, and information sources the contractor can tap into in order to reach the activity’s key audiences.

Communications activities can include but are not limited to: launching the program; online campaigns; community events; announcing research, reports or publications; email marketing;

spotlighting trends in the sector; highlighting activity impact or beneficiaries stories; media briefings, contests; community awareness activities; and media visits to the activity sites.

This section should also outline the types of communications products that will be developed through this activity and how these tools will be used to publicize the activity in the host country.

Such products can include but not limited to the following:

● Press releases;

● Press conferences;

● Media interviews;

● Site visits;

● Success stories;

● Testimonials from beneficiaries;

● Professional photography;

● Public Service Announcements (PSAs);

● Videos;

● Webcasts;

● E-invitations or group emails;

● Social media; and

● Other Internet activities, etc.

The anticipated communication activities and products to be utilized by the Contractor will be incorporated into the activity’s annual work plan.

Milestones: This section should outline key milestones or opportunities anticipated to generate awareness that the activity is from the American people. Such milestones can be linked to specific points in time, such as the beginning or end of a program, or to specific opportunities, such as the publication of research findings or program successes. Milestones can include, but are not limited to, the following:

● Launching the program;

● Announcing research findings;

● Publishing reports or studies;

● Spotlighting trends;

● Securing endorsements from ministries or local non-governmental organizations; and

● Communicating the impact/overall results of the program

Social Media Strategy: USAID encourages the use of social media and online platforms to publicize the work of the Agency, and to engage with development partners and learn from stakeholder communities in coordination with the existing media outreach and efforts of the USAID/South Sudan Mission.

In accordance with ADS 558, the Offeror must prepare a complementary social media strategy that is incorporated in the BIP if social media is anticipated to be utilized.

Employee Roles and Responsibilities: The BIP (and MP) plans must include specific guidance for staff with respect to their responsibilities for compliance. For example, employees who obtain business cards to identify themselves as associated with USAID must use the guidance in ADS 320 and, among other requirements, include “USAID Contractor” above their name. This serves to inform recipients of the business card that this individual is associated with USAID, but is not a Federal Employee and cannot represent USAID or perform inherently governmental functions. The BIP and MP might also include information about how this topic will be addressed during employee orientation. For example, employees might be advised to include “USAID Contractor” as a part of their “signature” for work-related emails, especially those sent under an USAID-provided email account. The Offeror’s employees placed with USAID should also be advised to discuss with their USAID point-of-contact the Branding and Marking practices of the USAID unit to which they are assigned to ensure consistent practices.

Success Criteria: List the criteria that determine whether the BIP has successfully achieved the branding and marking objectives. These metrics will be incorporated into your monitoring and evaluation plan.

MARKING PLAN GUIDANCE

The Marking Plan enumerates the public communications, commodities, and program materials and other items that visibly bear or will be marked with the USAID identity in accordance with the requirements set forth in ADS 320.3.2.5 Requirements for Marking Plans for Contracts.

The contractor must provide the text that will be used to acknowledge USAID support on printed communication materials and products as well as the verbal acknowledgement of USAID at events.

The contractor must create a table and list the public communications materials and products that will bear the USAID identity. Deliverables to be marked include but are not limited to the following:

● Products, equipment and inputs delivered;

● Plaques, signs or banners for places where activities or technical assistance are carried out;

● External public communications such as media invitations, press releases, online success stories, beneficiary testimonials, professional photography, brochures, leaflets, and fact sheets;

● Public services announcements, videos, DVDs, CDs, posters, newsletters, publications, and mass distribution of electronic mail sent for program purposes;

● Studies, reports, research results, training manuals, workbooks, guides, and evaluations;

● Letterhead used for program-related purposes (invitations to workshops, trainings, seminars, public events, etc.), as opposed to contractor administrative purposes;

● PowerPoint or program related presentations;

● Newspaper supplements, advertisements, and other paid placements; and

● Signs and banners at public events such as press conferences, briefings, seminars, exhibitions, workshops, conferences, fairs, and trainings.

The MP must specifically address the following contract deliverables or performance requirements, as applicable:

● Grants under contracts (GUC): While prime contracts are exclusively branded and marked with the USAID Identity, grants under contract, when authorized in accordance with ADS 302, USAID Direct Contracting, must be branded and marked like grants. In short, GUCs follow the same rules for branding and marking rules as assistance awards.

This means that while a contractor may not use its logo or identity on project deliverables, the non-governmental organization (NGO), local government entity, or other local partner that is a recipient of a GUC may use its logo or other identity to “co-brand” and “co-mark” (see Section 320.3.3). The contractor is responsible for including requirements for branding and marking for these grants in its Branding Implementation Plan and Marking Plan, as part of its overall responsibility for managing grants under its contract.

● USAID reserves the right to request pre-production review of USAID-funded public communications and program materials for compliance with USAID’s graphic standards and the approved Marking Plan.

● USAID reserves the right to provide guidance on USAID-funded social media communications which must be in compliance with ADS 558, Use of Social Media for Public Engagement.

The Marking Plan may include requests for exceptions to marking requirements, which may be approved by the CO. As noted in Section D, exceptions are rare. ADS Section 320.3.2.5 lists the exceptions to Marking Plan requirements.