Attachment J.2 Branding and Marking Plan.pdf

ATTACHMENT J.2: BRANDING IMPLEMENTATION PLAN AND MARKING PLAN

(a) In accordance with ADS 320, USAID policy is to require exclusive branding and marking in USAID direct acquisitions using any source of funds. Contractors and Sub‐Contractors' corporate identities or logos must not be used on USAID‐funded program materials.

Marking is not required on Contractor vehicles, offices, office supplies or other commodities used solely for administration of the USAID‐funded program. Marking is not permitted on any communications that are strictly administrative, rather than programmatic, in nature. USAID’s identity is prohibited on Contractor and recipient communications related to award administration, such as hiring/firing of staff or renting office space and/or equipment. (b) The Contractor must develop a broad Branding Implementation Plan (BIP) and Marking Plan (MP) for the contract to describe how the program deliverables will be branded.

The branding strategy for this contract, as specified in USAID ADS 320.3.2.1 is as follows:

How to incorporate the message, “This assistance is from the American people,” in communications and materials directed to beneficiaries, or provide an explanation if this message is not appropriate or possible.

● How to publicize the program, project, or activity in the host‐country and a description of the communications tools to be used.

The key milestones or opportunities anticipated to generate awareness that the program, project, or activity is from the American people, or an explanation if this is not appropriate or possible. 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:

● Launching the program,

● Organizing any event,

● Announcing research findings,

● Publishing reports or studies,

● Spotlighting trends,

● Highlighting success stories,

● Featuring beneficiaries as spokespeople,

● Showcasing before‐and‐after photographs,

● Promoting final or interim reports, and

● Communicating program impact/overall results.

This section addresses the three areas specifically delineated in section 320.3.2.1 of ADS Chapter 320: Branding and Marking. The correspondence strategies outlined below apply to the duration of the project. However, should USAID branding regulations or guidelines change during the project’s timeframe; these branding methodologies will also be subject to change.

Incorporating the Message “From the American People”

As it is important that we promote the message “This assistance is from the American People,” the Learning Hub Activity must make certain that this message must be communicated whenever compliantly possible. At the programmatic level, Learning Hub Activity must contribute to USAID’s goal of promoting a visual brand identity by incorporating it consistently into its programmatic communications throughout the life of the Activity. Based on the current USAID Graphic Standards Manual (located at http://www.usaid.gov/branding), any Learning Hub programmatic materials must include the USAID Identity. By including the USAID Identity on its programmatic materials, Learning Hub Activity must comply with USAID branding requirements.

Using the USAID Identity will symbolize that the Learning Hub Activity, composed of its initiatives, interventions, and technical assistance, is a gesture on behalf of U.S. citizens as well as is funded by the U.S. taxpayers.

Raising the value and visibility of U.S. foreign assistance must also be a priority at public events, training, conferences, or seminars sponsored by Learning Hub Activity as approved in the work plan. In planning for such occasions, the Chief of Party, Deputy Chief of Party (or their designees) must communicate the positioning of the USAID Identity to the Contracting Officer’s Representative (COR) in order to obtain concurrence or make necessary adjustments.

As part of this strategy, components to be branded with the USAID Identity could include, but are not limited to: banners, pamphlets, brochures, invitations, or other agreed upon branding and awareness media. In addition, technical documents delivered to the Government of India counterparts and outreach to the India and international public must include branding with the USAID Identity. In all cases, the Contractor must utilize and tailor with project specific content the appropriate templates (www.usaid.gov/branding/templates.html) provided in USAID Branding. In addition, Learning Hub Activity must adhere to the “External Communication” guidelines, as stipulated in the USAID Graphic Standards Manual. Learning Hub will send all proposed communication and program materials, including press releases, brochures, articles, etc.

targeting the general public to the COR and Outreach unit for review and compliance with the approved Marking Plan prior to dissemination.

Furthermore, as stated in the USAID Graphic Standards Manual, Learning Hub Activity studies, publications, websites, and all informational or promotional products not authored, reviewed, or edited by USAID must contain the following provision on the Title Page of any programmatic documents, websites, or other informational products:

This study / report / website (specify) 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 (specify) are the sole responsibility of [the

Contractor] and its implementing partners and do not necessarily reflect the views of USAID or the United States Government.

Upon USAID approval, this Branding Implementation and Marking Plan must reflect the USAID identity and above USAID provision must be proactively distributed and made readily available to all Learning Hub Activity team members for full compliance with USAID branding guidelines throughout the duration of the project. In addition, the Activity must store templates on its web‐based project management portal for ease of ongoing use by all Learning Hub Activity members.

Publicizing the Project and Communication Tools

As the Learning Hub Activity is a four‐year activity, publicity and communications tools for Learning Hub Activity are essential in order to promote the visibility and value of U.S.

foreign assistance in India. Possible tools include press releases, press conferences, media interviews and campaigns, site visits, success stories, beneficiary testimonials, professional photography, Public Service Announcements (PSAs), social media, videos, webcasts, e‐ invitations, or other emails sent to group lists.

In addition, through the very nature of their work to supplement the monitoring and program management efforts of USAID/India staff; and to verify, monitor and support USAID program performance in India, Learning Hub Activity management and component leads must facilitate promotion and awareness of the Activity as they communicate aspects of the project to the India, counterparts, and beneficiaries through interaction or use of these tools.

Generating Awareness through Milestones

Throughout the life of the Activity, key milestones and occasions are opportunities to highlight the benefits of U.S. foreign assistance. Such milestones may include new initiative launches, survey results, reports or studies, success story highlights, beneficiary as spokespeople features, products or locally produced crafts/goods promotions/marketing, ministry or local organization endorsements, final or interim reports promotion, project impact/overall results promotion, etc.

Marking Plan

Marking is how graphic identities/logos are applied to project materials or signage to visibly acknowledge contributors and identify organizations supporting the work. The Learning Hub Activity must propose its methodology for meeting USAID marking requirements by detailing the activities, public communications, and commodities as well as other materials and other items that will be marked with the USAID Identity.

Anticipated Elements of Marking Plan

In accordance with ADS 320.3.2.3, a Marking Plan must be developed by Contractors to enumerate the public communications, commodities, and program materials and other items that visibly bear or will be marked with the USAID Identity. As stated in ADS 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. Where applicable, a host‐ country symbol or ministry logo, or another U.S. Government logo may be added. Except for the manufacturer’s trademark on a commercial item, the corporate identities or logos of Contractors or subcontractors are not permitted on USAID‐funded program materials and communications, unless specified in the USAID Graphic Standards Manual or approved in advance by the Principal Officer. The Marking Plan may include requests for exceptions to marking requirements, to be approved by the CO. Section 320.3.2.4 describes what the Marking Plan must address. Section 320.3.2.5 lists the exceptions to Marking Plan requirements.

Marking Requirements

The Learning Hub Activity must adhere to the USAID policy that projects, activities, public communications, and commodities implemented or delivered under contracts and subcontracts funded by USAID are to be marked only with the USAID identity.

As stipulated in ADS Chapter 320: Branding and Marking, there are specific contract deliverables or performance requirements a Marking Plan must address, and the following subsections are delineated according to the sequence found in section 320.3.2.4 of the document.

Commodities or Equipment

The Learning Hub Activity must seek specific guidance on marking requirements prior to procurement of commodities to be shipped, and as early as possible for project locations from the COR to make sure that the commodities or equipment funded by USAID and provided under the Activity should prominently display the USAID Identity.

Project or Activity Sites

Project or activity sites financed by USAID contracts and provided under the Learning Hub Activity, including sites that are physical in nature, must prominently display the USAID Identity. During implementation stages, temporary signs must be erected. Upon completion of implementation, the Activity must install a permanent, durable and visible sign, plaque or other marking (unless otherwise directed by USAID).

The Contractor must post appropriate USAID marking at our project office and at any room used for training functions. If it is anticipated that Contractor’s advisors will share the office space of our host country counterparts, the project offices must display both the counterpart’s logo and USAID’s logo.

Public Communications

Public communications financed by USAID and produced by the Learning Hub Activity must prominently display the USAID Identity. Public communications may consist of print products as well as audio, visual, or electronic communications and they serve as a communication tool between the project and the “public.” For those communications between the Activity and USAID where the audience is strictly USAID, the USAID identity must be displayed.

The Contractor must utilize all possible public communications categories or products to display USAID Identity as stipulated in: ADS Chapter 320: Branding and Marking.

As USAID’s goal is to develop a unique positioning for the USAID Identity and convey the message represented in its tagline “From the American People”, this Activity must employ the USAID Identity where permissible whenever possible in its programmatic communications throughout the life of the Activity.

Project Events

Programmatic events financed by USAID and administered under the Learning Hub Activity must prominently display the USAID Identity and in co‐sponsored events, the USAID Identity must be used in conjunction with the logos of other host government or sponsoring entities (ADS 320.3.4.1 and 3.4.2). Such programmatic events include, but are not limited to, the following:

● Training courses,

● Conferences,

● Seminars,

● Briefings,

● Exhibitions,

● Fairs,

● Workshops,

● Press conferences,

● Other public meetings and activities, and

● Invitations, press releases, and publicity as well as media materials, presentations, or handouts associated with these events.

Administrative Communications

The Contractor and its subcontractors must not use the USAID Identity on any communications that are strictly administrative, rather than programmatic, in nature. This may include, but is not limited to, correspondence with the cooperating government concerning contractor compliance with local law, such as the administration of tax, customs or other provisions. In these instances, where appropriate, The Contractor must use its corporate identity. In addition, Learning Hub Activity must not use the USAID Identity in its communications related to award administration, such as hiring/firing staff or renting office space and/or equipment.

Commodities, Equipment and Project Vehicles

Any commodities or equipment purchased for the Learning Hub Activity must prominently display the USAID Identity. Any vehicle used by Contractor’s Team for the purpose of project activities must bear the appropriate USAID Standard Graphic Identity.

Business Cards

The Learning Hub Activity business card templates must not use the USAID Identity, in compliance with the USAID policy to prohibit the use of the USAID Identity on contractor and recipient business cards. Instead, the Activity must use a business card template based on Contractor’s business cards, but rather than promoting the company must promote the Activity.

We opt to use the term “USAID Contractor” to illustrate that the employee is working on a USAID‐funded activity and is not a USAID employee.

Email Signatures

In line with the marking rules and regulations for business cards, the e‐mail signatures of the Contractor and subcontractor employees working on the Activity must not include the USAID Identity. In addition, at Learning Hub Activity’s option, the term “USAID Contractor” may or may not be included for clarification purposes to any message recipient or group of recipients.

Marking Exceptions

The CO for Learning Hub Activity in consultation with the COR, has authority to determine exceptions to marking as set in section 320.3.2.5 of ADS Chapter 320: Branding and Marking.

Marking Waivers

In accordance with AIDAR 752.7009 MARKING (JAN 1993), the authority to waive marking requirements is vested with the Regional Assistant Administrators, and with Mission Directors where it is determined that USAID‐required markings would pose political, safety, or security concerns or that it might have an adverse reaction in the cooperating country.

In some instances, a blanket waiver by region or country could be implemented as well.

Therefore, waivers need to be done on a case‐by‐case basis. Waivers of the Marking Plan, in whole or also in part, can be requested through the CO, with the COR assisting in processing a waiver request (or waiver requests).

Marking Implementation

These marking guidelines, upon USAID approval, as well as the Learning Hub Activity marking and branding‐compliant programmatic templates (reflecting the USAID Standard Graphic Identity and USAID provision) will be proactively distributed and made readily available to Activity contractors and subcontractors, for compliance with USAID marking guidelines throughout the duration of the Project. Being a four year Activity, these strategies encompass the duration of the Learning Hub Activity; however, if USAID marking regulations or guidelines change during the Activity’s timeframe, these proposed methodologies will also be subject to change.

The USAID Identity, comprised of the logo, brand mark and tagline “From the American People”, raises the visibility of U.S. foreign assistance and further ensures people understand assistance is provided by U.S. taxpayers. Where appropriate, each of the Learning Hub Activity’s programmatic deliverables must carry that message in order to promote and help maximize exposure of USAID and U.S. government’s assistance as a brand on a global basis.

In planning for Learning Hub‐sponsored occasions such as events, conferences, training or seminars, component team leaders (or their designees) must communicate any positioning of the USAID Identity or provision to the COR in order to obtain consent or make any necessary adjustments.

The Learning Hub Activity must adhere to the “External Communication'' guidelines, as stipulated in the USAID Graphic Standards Manual, in order to communicate its work.

These guidelines appear below and reinforce USAID’s commitment to building a brand and promoting that its assistance is from the American people including:

● Focus on U.S. assistance versus the Agency

● Stress that the assistance is from the American people

● Do not promote or “brand” bureaus and offices

● Do not develop multiple project logos that compete with the USAID Identity

● Promote USAID core technical areas of expertise

● Avoid jargon and acronyms

● Showcase success

Ultimately, it is USAID’s intent and therefore the intent of the Learning Hub Activity to communicate USAID’s message that it has one Identity and one brand. The Learning Hub Activity is just an extension supporting the Agency in its efforts.

BRANDING IMPLEMENTATION PLAN AND MARKING TEMPLATE FOR THE BRANDING

IMPLEMENTATION PLAN

GENERAL INSTRUCTIONS

The contractor must prepare a Branding Implementation Plan describing how it will implement the Branding Strategy. The Branding Implementation Plan must describe how the program will be positioned and promoted to beneficiaries and host country citizens.

The contractor must prepare a Branding Implementation Plan containing information substantially similar to the sample provided below:

THIS PORTION IS CREATED BY THE CONTRACTOR

Branding Implementation Plan for the Program

(Fill in Contract No. #)

1.1 HOW TO INCORPORATE THE MESSAGE

will use full branding and the USAID tagline “From the American People” on materials and communications. Co‐branding and 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).

1.2 BRANDING

All materials produced under the program will be exclusively branded with the USAID Identity, and will follow design guidance for color, type, and layout in the USA ID Graphic Standards Manual

1.3 MESSAGES

All materials and events from the program will be branded as from USAID and prepared by as part of the XXX Program. 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.

The XX Program will follow specific procedures for including the Branding implementation Plan requirements as stated in the mandatory internal reference Branding and Marking in USAID Direct Contracting in the Automated Directives System, Chapter 320.

2 . HOW TO PUBLICIZE THE PROGRAM, PROJECT, OR ACTIVITY

This section discusses how to publicize the program and includes a description of the communications tools to be used. Such tools may include the following:

2 .1 TOOLS

The following communication tools may be used:

Press releases Press conferences Media interviews Site visits Success stories Beneficiary testimonials Professional photography Public Service Announcements PSAs

Videos and radio spots Webcasts, e‐invitations, blast e‐mails, or other internet activities.

3. KEY MILESTONES OR OPPORTUNITIES

The following key milestones or opportunities are 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. These include, but are not limited to:

holding training events, publishing reports, highlighting success stories, promoting final or interim reports, and Communicating program impact/overall results.

4. AUDIENCES

Subject to approval by USAID, X X Program has the following target audiences with whom it will promote and publicize USAID sponsorship:

4.1 PRIMARY AUDIENCE:

The primary audience for all materials and documents produced under this contract are:

XXXXXXXXXXX

4.2 SECONDARY AUDIENCE:

The secondary audience for materials and documents produced by the XX Program includes:

5. ACKNOWLEDGEMENTS

5.1 ACKNOWLEDGING HOST‐COUNTRY GOVERNMENTS

All X X 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.

5.2 ACKNOWLEDGING OTHER HOST‐COUNTRY PARTNERS

Co‐branding with XX 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 c a p a c i t y building. However, when products are fully funded by USAID, CO approval is required for any exceptions to full branding requirements.

5.3 CO‐BRANDING WITH OTHER INTERNATIONAL ORGANIZATIONS

In such cases, the g u i d e l i n e s for co‐branding will be followed, assuming the funding contributed is more than a token amount.

5.4 COORDINATION WITH USAID ON PRESS, PUBLICITY AND PROGRAM PROMOTION

Prior to developing any press release, or scheduling media events and media interviews, [insert c o n t r a c t o r name] will inform and receive clearance from the communications team at USAID. Any material requiring USAID clearance should be submitted at least 10‐14 days in advance.

The XX program will engage w i t h the press for promoting program objectives and outcomes. Material prepared for distribution to the press will require prior approval by USAID.

Throughout the p r o g r a m implementation, [insert contractor name] will provide USAID with the following:

An updated quarterly list of public events to be organized by the program during the coming three months, including tentative dates, location, and audience. [insert contractor name] will coordinate with USAID on the inclusion of USAID promotional material for participants and the participation of USAID/U.S. Government representatives.

Provide press clippings that mention the program and/or USAID.

Provide copies of all final communication material produced by the program.

In the annual report, the program will present to USAID an overview of the publicity events organized and media coverage received during the year.

TEMPLATE FOR THE MARKING PLAN GENERAL INSTRUCTIONS

The contractor must also 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.

With reference to ADS Sections 320.3.2.3 and 320.3.2.4 the contractor must prepare a Marking Plan containing information substantially similar to the sample provided below:

THIS PORTION IS CREATED BY THE CONTRACTOR

Marking Plan for the USAID/India Program

Below is the required Marking Plan:

1.1 MARKING

1.2 MARKING PLAN FOR MATERIALS TO BE PRODUCED

Table 1 outlines the types of materials that may be produced under the USAID XX Program. 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 projects, and not implementing partners. Thus, letterhead, name tags, business cards, office space, equipment, and supplies are not subject to branding.

The XX project materials will follow USAID’s graphic standards to communicate the assistance is U.S. aid, From the American People and to comply with ADS 320 and 2 CFR

700.16. Every contract deliverable that is marked with the USAID identity for the XX Program 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). XX will not create any project logo. Contractor logos are not permitted on any programmatic materials. The USAID logo will be used for programmatic correspondence. XX letterheads will be used for administrative matters and will not have the USAID logo.

Business cards will not show the USAID logo. Contractors may include “USAID Contractor” on their business cards and stationery if desired.

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.”

THIS PORTION IS CREATED BY THE CONTRACTOR

MARKING REQUIREMENTS FOR XX PROGRAM

(Fill in Solicitation/Contract No. #)

With reference to ADS Section 320.3.2.2, below is the required Marking Plan:

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

Category Type of Marking Remarks Administrative

Stationery products (administrative business)

USAID standard graphic identity will NOT be used.

Pertains to letterhead, envelops, and mailing labels

Stationery products (program related)

USAID standard graphic identity will be used.

Pertains to letters that accompany program materials

Business cards USAID standard graphic identity will NOT be used on business cards.

The contractor should use its own business cards but include the line " project" on the business card.

Office signs USAID standard graphic identity will NOT be used to mark project offices.

Project deliverables Follows USAID Graphics Standard Manual guidelines for full branding

Technical Technical reports and studies

The USAID identity will be printed on the cover of documents; design follows USAID Graphics Standard Manual guidelines for full branding unless co‐branding is acceptable or an exception is granted for no branding.

Briefing papers, memoranda, and policy recommendations

The USAID identity will be printed on the cover of documents; design follows USAID Graphics Standard Manual guidelines for full branding guidelines unless co‐branding is acceptable or an exception is provided for no branding.

Government, strategies, plans, and guidelines (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) unless co‐ branding is acceptable, or an exception is provided for no branding.

Organizations' policies, strategies, plans, and guidelines (e.g., an NGO’s procedures manual for gender strategy) or other materials positioned as being from the host‐ country partner.

Follows USAID Graphics Standard Manual guidelines for full branding (if applicable) unless co‐ branding is acceptable.

Training materials and manuals

The USAID identity will be printed on the cover of documents; design follows guidelines for full branding unless co‐branding is acceptable, or

CDs‐ROM The USAID identity will be printed on the CD label, splash screen/menu, and packaging;

design follows guidelines for full branding unless co‐branding is acceptable, or an exception is

PowerPoint presentations

The USAID identity is required on title breaker slides; design follows guidelines for the full branding unless co‐branding is acceptable, or

Conference posters and presentations

The USAID identity will be printed on the poster or presentation;

design follows guidelines for professional meetings or full branding unless co‐branding acceptable or an exception is granted for no branding.

Videos Will follow USAID Graphic Standards Manual guidelines and disclaimer.

Program materials Will follow USAID Graphic Standards Manual guidelines.

Promotional

Event signs, banners, and exhibition booths materials

The USAID identity will be printed on the materials; design follows guidelines for full branding unless co‐branding is acceptable, or an exception is granted for no

Project promotional materials (e.g., success stories, testimonials, findings, or project results)

The USAID identity printed on the materials; design follows guidelines for full branding.

Materials for site visits The USAID identity will be printed on the materials

1.3 PREPRODUCTION REVIEW

USAID reserves the right to request preproduction review of USAID‐funded public communications and program material for compliance with USAID graphic standards and the approved Marking Plan.

TABLE 2. REQUEST FOR EXCEPTIONS

Determine the correct exception that you wish to request in the chart below and complete the country(ies) listing and explanation for approval by the Contract Officer.

Exception 320.3.2.5 (a) Guidelines for addressing exception Compromise the intrinsic independence or neutrality of a program or materials where independence or neutrality is an inherent aspect of the program and materials. This includes, but is not limited, the following: 1) election monitoring or ballots, and voter information literature; 2) political party support or public policy advocacy or reform; 3) independent media, such as television and radio broadcasts d l d d l d

Identify the USAID Strategic Objective, Interim Result, or program goal furthered by an appearance of neutrality, or state why the program, project, activity, commodity, or communication is ‘intrinsically neutral.’ Identify, by category or deliverable item, examples of program materials f d d d h d f h hCountry(ies): Item: Description Explanation:

Exception 320.3.2.5 (b) Guidelines for addressing exception Diminish the credibility of audits, reports, analyses, studies and policy recommendations whose data or findings must be seen as independent

State what data, studies, or other deliverables will be produced under the USAID funded award, and explain why the data, studies, or deliverables

Country(ies): Item: Description Explanation:

Exception 320.3.2.5 (c) Guidelines for addressing exception Undercut host‐country government “ownership” of constitutions, laws regulations,, policies, studies, assessments, reports, publications, surveys or audits, PSAs, or other communications better positioned as “by” or “from” a cooperating country ministry

Identify the item or media product produced under the USAID funded award, and explain why each item or product, or category of item and product, is better positioned as an item or product produced by the

Exception 320.3.2.5 (d) Guidelines for addressing exception Impair the functionality of an item, such as sterilized equipment or spare parts.

Identify the item or commodity to be marked, or categories of items or commodities, and explain how functionality.

Exception 320.3.2.5 (e) Guidelines for addressing exception Incur substantial costs or be impractical, such as items too small or other otherwise unsuited for individual marking, such as food in bulk.

Explain why marking would not be cost beneficial or practical.

Exception 320.3.2.5 (f) Guidelines for addressing exception Offend local cultural or social norms,, or be considered inappropriate on such items as condoms, toilets, bed pans, or similar

Identify the relevant cultural or social norm, and explain why marking would violate that norm

Exception 320.3.2.5 (g) Guidelines for addressing exception Conflict with international law, such as the international recognized neutrality of the International Red Cross (IRC) or other organizations

Identify the applicable international law that is conflicted by marking.

Exception 320.3.2.5 (h) Guidelines for addressing exception Deter achievement of program goals, such as cooperating with other donors or ensuring repayment of loans

Identify the applicable program goals and identify other donors or explain how marking will deter achievement.

REQUEST FOR WAIVERS FOR CONTRACTS

ADS 320.3.2.6 Waivers are approved by the Principal Officer. Waivers are determined on the following criteria:

“The USAID Principal Officer has this authority to waive, in whole or in part, USAID marking requirements. The Principal Officer may only exercise this authority if he/she determines that USAID‐required markings would pose compelling political, safety, or security concerns, or that marking has had or will have an adverse reaction in the cooperating country. In exception circumstances, the Principal Officer may approve a blanket waiver by region or country.” Please see ADS 320.3.2.6 for more information on waivers.

Contract Officers (CO) do not make waivers. However, only the CO has the authority to inform the contractor of a waiver decision and to direct the contractor to comply with it.

A waiver decision may constitute a change to the contract terms and conditions, and only the CO has the authority to issue a change order to the contract. USAID contractors may request waivers of the Marking Plan, in whole or in part, through the CO, with the CTO then assisting in processing a waiver request to the Principal Officer.

(2) Social Media Engagement and Promotion Strategy

Note: Social media channels are approved as part of a project’s marking plan in consultation with the CO, contracting officer’s representative (COR) and development outreach and communications specialist (DOC).

Indicate how the project will use social media to promote and engage audience online.

Which all mediums will be used? Will any new accounts be created or will the project tap into existing websites/Twitter/Facebook accounts of XX.

The USAID logo will not be used as a profile picture. A photo reflective of the project will be used as a profile picture. A USAID‐branded photo will be displayed as the banner photo, and acknowledgement of USAID support will appear in the “Profile” or “About” section.

Note: All websites produced for USAID projects by contractors must have the approval of the

Website Governance Board and must display correct disclaimer language as specified in ADS

557. The websites should follow the structure and look‐and‐feel of the main USAID website to the greatest extent possible, including sharing top menu navigation and style sheets with www.usaid.gov. If this is not possible due to technical reasons, the microsite should mimic the styles and layout of the USAID external site to the extent possible.

Indicate if the program plans to develop a website.

[End of Attachment J.2]