Attachment J.4 Template Branding Implementation and Marking Plan.docx

Branding Implementation Plan

Please note: all text in Italics is only for guidance; please delete it from your final version! This text aims to give you some guidance about the plan, however, it does not aim to cover all possible situations pertinent to your project.

Project Title:

Agreement Number:

Period of Activity:

Implementing organization:

Date:

Branding implementation plan hinges on three factors: (1) public communications to further project’s goals; (2) telling the project story and its achievements and (3) telling why that story and those achievements are possible – i.e., highlighting the support of the American people.

To implement this approach, all staff will receive training and regular updates on the details of the (project name) project, its successes, talking points, as well as USAID and the American peoples’ role in the development process. In addition to ensuring that all staff can speak about the project and explain USAID and the American peoples’ role in the process, (implementing organization) will develop a comprehensive package of communication materials, such as success story and press release templates, banners, information packages, brochures, videos and project summaries among others.

1. Name of the Program

In English:

(include any relevant translations)

Guidelines: This document needs to identify how the project will be referred to for public communications purposes; it does not necessarily need to be the same as the officially given title in the contracting mechanism.

2. Program Communications and Publicity a). The primary and secondary audiences for this project or program

Guidelines: Please include direct beneficiaries and any special target segments or influencers (please remember to consider/include the audiences listed in the branding strategy). For example: Primary audience: schoolgirls age 8-12, Secondary audience: teachers and parents–specifically mothers.

b). Main Program Message

Guidelines: Include the intended message(s) of the project. For example: "Be tested for HIV-AIDS" or "Have your child inoculated."

c). Communications or program materials that will be used to explain or market the program to beneficiaries

Guidelines: These include training materials, posters, pamphlets, Public Service Announcements, billboards, websites, and so forth. Explain how they will be used to promote the project.

d). Promotion of the project among host country citizens (within the framework of the branding strategy)

Guidelines: Please include a brief description of your overall approach to promotion efforts: what will the focus be, what media (regional or national, print or TV, or radio) you will primarily engage, etc. –and only then discuss specifics as suggested below.

Please specifically describe the following:

· How the project will be publicized in the host-country within the framework of the branding strategy.

· Explain which communications tools will be used to target which of the focus audiences and how. Such tools may include press conferences, public events, press releases, media interviews, site visits, success stories, beneficiary testimonials, photos, PSAs, videos, websites, e-invitations, or other e-mails sent to group lists, such as participants for a training session blast e-mails or other Internet activities, etc. Explain how each of these tools will be used, how many you plan for each country a year, etc.

· What key anticipated milestones or opportunities the project will use to generate awareness that the project (or a specific activity) is from the American people. 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 launching the program, announcing research findings, publishing reports or studies, spotlighting trends, highlighting success stories, featuring beneficiaries as spokespeople, showcasing before-and-after photographs, marketing agricultural products or locally-produced crafts or goods, securing endorsements from ministry or local organizations, promoting final or interim reports, and communicating program impact/overall results.

· Explain how any of the public communications materials will be disseminated in the country or province(s) where the project is implemented.

Sample optional table for c).and d):

Local press invited to each, press release prepared and disseminated

USAID target audiences in the host country Sent to media

USAID, USAID target audiences in the host country Sent to USAID

e). Conveying the Message “From the American People” through Public Communications

Guidelines: Please indicate how the project will incorporate the message, “This assistance is from the American people” in communications and materials directed to beneficiaries as well as to the other host country audiences, or provide an explanation if this message is not appropriate or possible.

E.g., At each public event, including (please include such as conferences, seminars, training events, and other events) USAID and the support from the American people will be verbally acknowledged in the following way: (please explain; it is best to develop a standard phrase which will be used by all project staff in all verbal and written communications – this way staff does not have to invent a new explanation each time)

3. Acknowledgement of other organizations

Guidance: Please explain how you will acknowledge organizations listed in the Branding strategy (if there are such). For example, “when describing an activity that was implemented in cooperation with the National AIDS Center, the project will state: “the project, in cooperation with the National AIDS Center, has opened/facilitated/organized/prepared. ..”

Additionally, please consider if the project needs to acknowledge any other organizations, in addition to the ones outlined in the branding strategy, for its successful operations and if there are such, list them here. Include a brief explanation why the project feels these organizations are important to be acknowledged.

4. Coordination with USAID on publicity and project promotion issues

The project will clear any press releases, media as well as public events, and media interviews with USAID (COTR and outreach coordinator) and follow other relevant guidance provided by the Mission.

Throughout the project implementation, (implementing organization) will provide to USAID:

a) Quarterly list of public events to be organized by the project during the coming three months, including approximate date, location, and audience.

b) One success story every six months with an accompanying photograph (see item c). for specifications). The success stories will be provided in a Word Document format.

c) At least 20 photographs illustrative of project’s achievements, in jpeg format, a year. The photographs will comply with a guidance provided in the USAID Graphic Standards Manual, and be at least 500kb 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.

d) Clippings of press articles that mention the project.

e) At least 2 copies of all public communications materials produced by the project.

f) Once a year, the project will present to USAID an overview of the implemented publicity events and received media coverage.

In the event of changed circumstances for implementation of this Branding Implementation Plan, (implementing organization), through its COTR , will submit to USAID a request to modify this plan and/or other related documents, such as the Marking Plan.

Marking Plan (for contracts)

Please note: all text in Italics is only for guidance; please delete it from your final version! This text aims to give you some guidance about the plan; however, it does not aim to cover all possible situations relevant to your project.

Project Title:

Agreement Number:

Period of Activity:

Implementing organization:

Date:

(Implementing organization) intends to mark deliverables and public communications under this project as outlined in this Marking Plan.

1. Marking of sub-awards (implementing organization) will include, in each solicitation, the standard clause about USAID Branding and Marking requirements for the information purposes of the applicants that the grantee/contractor will be required to comply with the Branding and Marking requirements of ADS320 (and, for grants, 22 CFR 226.91) during the implementation of the grant/contract.

a). When issuing a sub-grant under this project, (implementing organization) will include the following marking provision in its grants:

“As a condition of the recipient of the sub-award, marking with the USAID Identity and the U.S. flag, each of a size of prominence equivalent to or greater than the recipient’s, sub-recipient’s, other donor’s, or third party is required. In event the recipient chooses not to require marking with its own identity or log with the sub-recipient, USAID may, at its discretion, require marking by the sub-recipient with the USAID Identity and the U.S. flag.”

b). When issuing a sub-contract under this project, (implementing organization) will include the following marking provision in any USAID funded sub-contract (please adjust as necessary):

“As a condition of receipt of this sub-award, exclusive marking with the USAID Identity and the U.S. flag is required. The contractor will not mark any deliverables or public communications (including, but not limited to training events and materials, conferences, seminars, brochures, press releases, promotional items, etc) with any other logo or identity but USAID identity and the U.S. flag. The only exception allowable is the logo of the local government, upon approval and in accordance with guidance from USAID. The sub-contractor will comply will all provisions of the project’s marking plan, branding strategy, and branding implementation plan, pertinent to the sub-contract.”

2. Disclaimer language for publications (please include only applicable translations of the disclaimer below): All studies, reports, publications, web sites, and all informational and promotional products will contain the following provision:

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 are the sole responsibility of the (name of organization) and do not necessarily reflect the views of USAID or the United States Government.

3. Design of publicity materials and the use of the USAID identity and the U.S. flag:

For all printed matter (such as publications, official and/or public project communications, banners and other signs, plaques, certificates, also promotional products developed to increase the visibility of the project among its target audiences, etc), the project will use guidance set in the USAID Graphic Standards Manual. This includes such issues as the use of the USAID identity, also colors scheme, design, and typeface for any project materials. The U.S. flag will be placed in such a way as to generate a pleasing design, but will follow the same requirements for the size, visibility, and background as the USAID identity.

4. Marking of project deliverables and public communications

List and describe public communications, commodities, and program materials that will be produced as part of the contract and will visibly bear the USAID identity and the U.S. flag:

Guidance: Explain the general approach the program will use to mark all the public communications, commodities, and program materials that will be produced as part of the assistance agreement with the USAID identity. Remember to consider and include

· program, project, or activity sites funded by USAID, including visible infrastructure projects or activities that are physical in nature (must have temporary and permanent signs, according ADS 320)

· technical assistance, studies, reports, papers, websites, PSAs, audio-visual productions, and other promotional, informational, media, or communications products funded by USAID

· events under the project – training courses, conferences, seminars, exhibitions, fairs, workshops, press conferences, and other public activities

· all commodities provided through the project, including those for humanitarian assistance, and all other equipment, supplies, and materials, and their export packaging, funded by USAID;

· any promotional materials – pens, caps, t-shirts, etc.

Table #1: Marked deliverables and public communications

Guidance: Please

· include and discuss marking of any items relevant to your project, such as Websites, Brochures, Reports, manuals, textbooks, Events (conferences, trainings, study tours, etc), Training materials, Surveys, Promotional materials (e.g., t-shirts, pens, caps, pins, etc), PowerPoint presentations, Commodities (equipment, tools, furniture, instruments, etc- only those used for programmatic purposes), Plaques, Certificates, Press releases, Factsheets, Invitations, Documentaries, TV and radio public service announcements, Articles in the print media, Activity sites and physical infrastructure objects, and any other public communications means the project plans to use.

· Discuss groups of items marked the same way rather than going through each item separately;

· Consider if there might be some more efficient/visible ways to mark provided assistance (e.g., instead of marking every classroom table and chair with a USAID sticker, consider attaching a plaque to the room in which USAID-funded items are placed)

· include clear explanation where the USAID identity will be placed, on which page/location/site, etc. Similarly discuss placement of the disclaimer and any other used means of marking.

· attach samples of how you are planning to mark various types of documents: i.e., include a sample factsheet or a certificate, etc.

(Contractor organization) will display the USAID identity and the U.S. flag in the following manner:

Items included in the table below are only examples, please change as applicable.

paragraph

Any items not mentioned in Tables #1 or #2 will be marked in a fashion similar to the one described in Table #1, unless they are exempt from marking by USAID regulations (i.e., business cards, items for solely project administrative use, administrative letters).

Table #2: Deliverables without marking

There are 8 exceptions that you could ask for -see ADS320. Please review those exceptions and consider, if any deliverables or public communications under this project should not be marked with the U.S. flag or the USAID identity. If you identify such, please include them into the table #2.

Table #3: Public Communications, Branding and Marking Budget

Items included in the table below are only samples, please change as applicable

Press conferences

Public service announcements

Photo and video materials for publicity

$XXX

Total

5. Modifications

In the event of changed circumstances for implementation of this Marking Plan, (recipient organization), through its AOTR, will submit to USAID a request to modify this plan and/or other related documents, such as the Branding Strategy.

Attachments (pls include any templates and sample designs the project will use)