Attachment_J.11_Acquisition BSMP_USAID Template .docx

Attachment_J.11_BSMP

ACQUISITION AWARDS BRANDING and MARKING

GENERAL GUIDANCE

The objective of branding and marking is to increase awareness of USAID assistance and its impact and the U.S. government’s and American people’s support for a given country. The branding and marking strategy/plan is not a USAID Public Financial Management Support communications strategy. A communication strategy describes the outreach, messages, tools, activities, media, social media, products, campaigns, and monitoring and evaluation processes that will be used for each specific target audience to help achieve USAID Public Financial Management Support goals and indicators. A USAID Public Financial Management Support communication strategy should be prepared according to contract requirements.

Please consult closely with USAID ADS 320, USAID’s Graphic Standards Manual, and other resources available via USAID’s Branding page to prepare Branding and Marking Plans. ADS 320 applies to all programs, USAID Public Financial Management Support s, activities, public communications, and commodities funded by USAID under any direct contract or subcontract.

USAID policy requires exclusive branding and marking in USAID direct acquisitions. “Exclusive Branding” means that the activity is positioned as USAID’s, as showcased by the activity name (e.g., “USAID Small and Medium Enterprise Development program”). “Exclusive Marking” means contractors may only mark USAID-funded activity public communications, and commodities with the USAID Standard Graphic Identity and, where applicable, the host-country government or ministry symbol or another U.S. Government logo. It is USAID’s policy that contractors’ and subcontractors’ corporate identities or logos must not be used on USAID-funded materials. Do not create or use separate USAID Public Financial Management Support /program logos. Acronyms for USAID Public Financial Management Support names are not permitted.

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.)

Administrative materials (e.g., business cards, fax covers, internal memos, tax forms, customs forms, etc.) and advertisements should maintain the branding and identity of the contractor, and should not include the USAID logo in any form.

Grants under contracts, when authorized in accordance with ADS 302 (Grants under Contracts), must be branded and marked like grants, and the policy directives and required procedures for branding and marking of assistance awards in section 320.3.3, and 22 CFR 226.91, apply. The contractor is responsible for including branding and marking requirements for these grants in its branding and marking plans, as part of its overall responsibility for managing grants under its contract.

For acquisition modifications and awards only, in accordance with ADS Sections 320.3.2 and 320.3.2.1, the Contracting Officer’s Representative (COR) shall prepare a Branding Strategy containing information substantially similar to the sample provided below:

I. THIS PORTION IS CREATED BY THE COR

Branding Strategy for the [name of USAID Public Financial Management Support ] USAID Public Financial Management Support [USAID Public Financial Management Support number] USAID Public Financial Management Support Name (English):

USAID Public Financial Management Support Name (French):

USAID Public Financial Management Support Number: ________________ From Requesting Office:

1. How the materials and communications will be positioned: [Name of Contractor] will use the USAID logo and the USAID tagline “From the American People” on all materials and communications (unless approved by the COR as exceptions). Co-branding / 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).

The French translation tagline must be used for all materials and communications intended for a French speaking audience. In some instances, the taglines translated in a national language will be used.

2. Desired level of visibility: [name of USAID Public Financial Management Support ] has a desired [high, medium, low] level of visibility within USAID since the purpose of the USAID Public Financial Management Support is to [purpose of the program].

Any other organizations to be acknowledged: USAID Public Financial Management Support documents will not use the contractor’s logo, but will acknowledge that the document was prepared for USAID [name of USAID Public Financial Management Support ], [Contractor].

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) under the terms of Contract No. ____________ and do not necessarily reflect the views of USAID or the United States Government. Therefore, if USAID has reviewed or edited these products, a disclaimer is not necessary unless USAID requests to include it.

II. BRANDING IMPLEMENTATION PLAN (DEVELOPED BY CONTRACTOR)

Branding Implementation Plan for the (insert name of USAID Public Financial Management Support ); USAID Public Financial Management Support (insert USAID Public Financial Management Support number) from (insert name of contractor).

The Contractor shall 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:

2. Main Audiences:

Primary audience(s):

Secondary audience(s):

3. Messages: purpose of USAID Public Financial Management Support , why matters, bulleted In all materials and events the USAID Public Financial Management Support will be branded as from USAID and prepared by _________________________ as part of the __________ USAID Public Financial Management Support . 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.

Main message:

With the generous support of the American people, USAID [USAID Public Financial Management Support name] works in XYZ to improve the collection and spending of public funds and promote inclusive and sustainable economic growth.

Secondary messages

4. Publicizing the USAID Public Financial Management Support and Communication tools Describe how the USAID Public Financial Management Support will incorporate USAID strategic messages, development objective messages, and USAID Public Financial Management Support level messages into USAID Public Financial Management Support activities, events, campaigns, workshops, trainings, products and publications, etc.

The following communication tools will be used: CHANGE AS NEEDED

Press releases

Press conferences

Media interviews

Site visits

Success stories

Beneficiary testimonials

Professional photography

PSAs

Videos

Webpage

Webcasts, e-invitations, blast e-mails, or other internet activities

Facebook

Twitter

Instagram

YouTube

SMS

5. KEY MILESTONES OR OPPORTUNITIES

While all activities and events should highlight assistance from USAID and the American people, list the key or major milestones or opportunities 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. (Example provided).

6. ACKNOWLEDGEMENTS

ACKNOWLEDGING USAID AND THE USAID EQUATE FUNDING MECHANISM

The following acknowledgment will be included on external USAID _________ USAID Public Financial Management Support 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 _____________ [contract] for the ___________ USAID Public Financial Management Support [contract number].

ACKNOWLEDGING HOST-COUNTRY GOVERNMENTS

All ______________ 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.

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. However, contractor should consult with the COR.

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.

7. Coordination with USAID on Outreach and Communications All public communications materials (including video concepts) must be cleared by USAID for pre-production review for both branding and content before costs are incurred or designs are finalized.

This review includes final clearance from the USAID DOC team, through the COR. Public communication materials include but are not limited to: web sites and social media pages (which require USAID/Washington Website Governance Board Committee clearance), video (concepts must be approved by the DOC team before production can begin), press releases, success stories, briefers, fact sheets, journal articles and other publications.

The activity will clear any planned media events and media interviews with USAID (COR and DOC) and follow guidance set by Embassy Public Affairs Sections (PAS). Where Embassy PAS policy permits, the USAID [project name] is responsible for inviting and coordinating press, placing news stories, distributing press release, and providing transportation and other logistical support when needed.

Throughout activity implementation, Deloitte will provide USAID with the following communication products:

A. Within 2 weeks of the award:

1. Press release - announcement of the award - with feedback from USAID/DOC

B. Within 60 days of the award:

2. A Communications Strategy submitted and completed with feedback from USAID/DOC and revised annually as the program matures

3. Activity Fact Sheet (in English and French) completed with feedback from USAID, which will be updated annually

C. Bi-weekly Updates will include:

4. Links to media coverage of program and activities

5. Content for social media, with text and captions for photos

6. Forecast press events, social media coverage and communication products (newsletter, video, etc.).

7. Event plans (in coordination with the USAID/DOC), with social media toolkit.

8. Post-event write up and social media analysis with photos

D. An updated quarterly list of public events to be organized by the activity during the coming three months, including approximate date, location and audience. The activity will coordinate with USAID about the inclusion of USAID promotional materials for participants and the participation of USAID or U.S. Government representatives.

E. Two success stories per activity per year. Success stories will be coordinated with COR and DOC counterpart and will focus on human impact stories rather than process or training stories. Stories will include the issue being address, why it is important, the activity’s impact, with a human focus. Stories should include high-resolution photos with captions and photo credits.

F. A minimum of 20 photographs per year submitted via Google Docs or other online sharing systems agreed upon with the COR and DOC that are illustrative of the activity’s achievements in JPEG format. The photographs will comply with a guidance provided in the USAID Graphic Standards Manual, and be at least 1MB in size each. Each photograph will have a brief explanation about its subject, and identify: the author and his/her organization, person(s) featured in the photograph, and the location where the photograph was taken.

G. Clippings of and/or web links to press articles that mention the activity or its interventions.

H. An electronic and/or print copy of all public communications materials produced by the activity on a quarterly basis.

I. Once a year, the activity will present a summary of all completed publicity events and media coverage, including on social media platforms.

J. The activity will upload to USAID’s Development Experience Clearinghouse (DEC) all appropriate activity materials. Materials that can be uploaded to DEC include quarterly and final reports, publications, brochures, evaluations, photos, among others. The activity will coordinate with the COR and DOC team as appropriate to determine which publications will be uploaded to DEC.

K. As part of the annual work plan process, the activity will submit an annual communications plan indicating anticipated key milestones, events and communications tools and approaches to be used in the upcoming year. This will include a communications calendar that will state the proposed timing for major events and other communications-related actions.

In the event of changed circumstances for implementation of this Branding Strategy, Deloitte will submit to USAID via the COR, a request to modify this plan and/or other related documents, such as the Marking Plan.

III.MARKING PLAN (DEVELOPED BY CONTRACTOR)

The Contractor shall 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. The Contractor shall also include sample logo-line up, showing the different scenarios on how the USAID Identity will be used (exclusive marking, co-branding with host-country government or another U.S. Government logo).

Marking Plan for the (insert name of USAID Public Financial Management Support ); USAID Public Financial Management Support (insert USAID Public Financial Management Support number) from (insert name of contractor).

Table 1 outlines the types of materials that may be produced under the USAID _________ USAID Public Financial Management Support . 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 USAID Public Financial Management Support s, 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 ________________ USAID Public Financial Management Support 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. _______ 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.”

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

Administrative

Technical

Government policies, strategies, plans, and guidelines (regional, national, and sub-national levels) or other materials positioned as being from the host-country government

Follows USAID Graphics Standard Manual guidelines for full branding (if applicable)

Organizations' policies, strategies, plans, and guidelines (e.g., an NGO’s procedures manual for malaria logistics, a workplace antidiscrimination policy) or other materials positioned as being from the host-country partner

Follows USAID Graphics Standard Manual guidelines for full branding (if applicable)

Promotional

USAID Public Financial Management Support promotional materials (e.g., success stories, beneficiary announcement of research, testimonials, findings, or USAID Public Financial Management Support results) The USAID identity printed on the materials; design follows guidelines for full branding.

Preproduction Review USAID requires that all public communications, commodities, banners, posters, publications, audiovisual and other materials produced by USAID [project name] will be submitted, for compliance, to the COR and the USAID/Senegal DOC section for review for compliance with USAID graphic standards and the approved Branding Strategy and Marking Plan prior to production, filming, printing and publication at least two weeks ahead of time.