Attachment J.6_Branding and Marking Plan Guidance.pdf

Note: Offerors may choose to use this template to guide the drafting of the Plan. Notes and guidance provided in italics and highlighted yellow should be deleted in the final plan.

TEMPLATE FOR ACQUISITION AWARDS

(Insert ActivityName)

Communications & Outreach Strategy & Marking Plan by (Insert Offeror’s Name)

COMMUNICATIONS AND OUTREACH STRATEGY (ie Branding Implementation Plan) 2I. Branding Implementation Plan 2

A. PROGRAM COMMUNICATIONS & PUBLICITY 2

● Program Audiences 2

● Communications & Program Materials 3

● Photo & Video 3

● Main Message(s)/Topline(s) 3

B. ACKNOWLEDGMENTS

3II. MARKING PLAN

3A. MARKING TABLE Error! Bookmark not defined.● Program deliverables that will be marked Error! Bookmark not defined.● Program deliverables that will not be marked 6

B. EXCEPTIONS

6C. WAIVERS

7D. AFFIRMATION 7

https://docs.google.com/document/d/1fF-QEZNN71oX7-LIhQ-w1q8R6_JwbtRzrlvydk64gic/edit#heading=h.qot42w8nrqf7

I. BRANDING IMPLEMENTATION PLAN

A. ACTIVITY COMMUNICATIONS & PUBLICITY

● Program Audiences

(List primary and secondary audiences for program communications and briefly indicate the importance of each.)

● Communications & Program Materials

(Indicate the key communications formats that will be used to reach the primary and secondary audiences. These may include specific social media platforms and/or content, videos, websites, blog posts, printed materials, advertising, press engagement, editorial content calendar, etc.)

● Photo & Video

(The offeror should send USAID high-quality photos and short videos for public use, according to the guidance outlined in the Photo Guide for USAID Partners and the following requirements:

● Signed waivers of any individuals featured (check with Mission to determine if relevant)

● File name that follows this format: Keyword(s)_Acivity Name_Date

● Metadata that includes the 5 W's (who, what, where, when, why, and how)

● Photo credit and Closed Caption in videos in English and local languages, as relevant

● Main Message(s)/Topline(s)

(Main message is key to communicating the purpose and impact of the program. This should be a clear, concise statement, in a full sentence, that can be repeated in all public communications.

Please indicate how the main message(s) should be adapted to different target audiences, if appropriate.)

USAID’s primary message “from the American people” or “Made possible with the support of the American people” must also be incorporated into all program communications materials, which will be marked with the USAID brand logo in compliance with the USAID Graphic Standards Manual and Partner Co-Branding Guide.

● Key Milestones and Opportunities (List the opportunities during the course of the program that will lend themselves well to public outreach. These include, but are not limited to, the following:)

● Launching the program

● Workshops and trainings

● Site visits

● Highlighting deliverable milestones https://www.usaid.gov/branding/photo-guide-usaid-partners https://www.usaid.gov/sites/default/files/2022-05/USAID_GSM-02_04_2020.pdf

● Publishing reports or studies

● Spotlighting trends

● Featuring program participants as spokespeople

● Showcasing before-and-after photographs

● Securing endorsements from ministry or local organizations

● Promoting final or interim reports

● Communicating program impact/overall results

● Relevant theme days (ex: World Water Day, International Women’s Day, etc.)

● [Offerors should consult with USAID to add mission appropriate milestones]

B. ACKNOWLEDGMENTS

(In developing the Communications and Outreach Strategy,in addition to the form language for USAID acknowledgment included below, Offerors must:

● Indicate here whether there will be any direct involvement from the host-country government ministry. If yes, will it be acknowledged as co-sponsor or not?

● Indicate if there are any other groups whose logo will be used on program materials and related communications, subject to USAID COR concurrence on a case-by-case basis.

During all public events (seminars, public meetings, conferences, workshops, roundtable discussions, training, etc.), acknowledgment of USAID support and contribution will be made in accordance with AIDAR 752.7034, Acknowledgement and disclaimer.

II. MARKING PLAN

The purpose of this Marking Plan is to describe the public communications, commodities, activity materials, and other items that will visibly bear or be marked with the USAID logo in compliance with the USAID Graphic Standards Manual and Partner Co-Branding Guide, ADS 320, and other contract/order requirements.

The USAID logo must appear on materials produced for programmatic purposes. Other partner logos, excluding the implementing partner and subcontractor logos, may be used, but only in accordance with this Marking Plan and with COR approval. The USAID logo must appear with equivalent or greater size and prominence than the logo of other authorized co-branded organizations, donors, or third parties. Program materials include the examples set forth in the ADS 320 and any other requirements in the contract/order.

The USAID logo will be placed at the left, of equal or larger size and prominence and other authorized logos at the right1. All use and reproduction of the USAID logo must be in compliance with design guidelines set forth in the USAID Graphic Standards Manual. A host-

1 If the materials will be produced in Arabic, this order may be reversed.

https://www.usaid.gov/sites/default/files/2022-12/320.pdf https://www.usaid.gov/sites/default/files/2022-12/320.pdf https://www.usaid.gov/branding/resources#downloads https://www.usaid.gov/sites/default/files/documents/1869/USAID_GSM-02_04_2020.pdf country symbol or ministry logo or other U.S. Government seal or logo may also be added, if applicable, with approval from the USAID COR and or as approved in this Marking Plan.

The implementing partner must request a USAID pre-production review of USAID-funded public communications and program materials for content and compliance with the approved Marking Plan. Materials subject to approval include: 1) items such as invitations, handouts, agendas, certificates, banners, etc., used for high-visibility events to which the public and/or media are invited; 2) items intended for permanent display such as plaques; 3) placements, such as advertisements, to be displayed visually in mass media.

Any ‘public communications’ funded by USAID must contain the following disclaimer:

“This study/report/audio/visual/other information/media product (specify) is made possible by the generous support of the American people through the United States Agency for International Development (USAID). The contents are the responsibility of [insert Offeror name] and do not necessarily reflect the views of USAID or the United States Government.”

These requirements apply to any subcontractors and grant recipients funded under this contract/order.

A. MARKING TABLE

The table below specifies program deliverables that will or will not be marked with the USAID logo. All program interventions and deliverables must be marked with the USAID unless an exception or waiver has been approved by USAID. All interventions and deliverables must be marked in accordance with the requirements in this USAID-funded contract/order and ADS 320.

Category Type of Marking Remarks Link to Template

(if applicable)

Programmatic

Technical reports and studies

The USAID logo will be printed on the cover of documents funded under this award.

USAID-approved disclaimer will be included on the cover at the bottom.

Briefing papers, memoranda

The USAID logo will be used.

Training materials and manuals

The USAID logo will be printed on the cover of training documents funded under this award.

USAID-approved disclaimer will be included on the title page at the bottom.

PowerPoint presentations

The USAID logo will be placed on the title slide.

USAID-approved disclaimer will be included

Posters and/or banners for conferences, meetings, The USAID logo will be printed on the posters and/or banners funded under this award.

USAID will be verbally acknowledged in events.

and seminars or any other public events

Videos The USAID Logo will be applied to videos. For USAID-produced videos, the USAID logo should appear at the end of the video, or the animated bumper may be added to the end of the video with COR approval.

Program website or social media

Social media should acknowledge USAID and other partners in the “Profile” or

“About” section.

The USAID logo should not be placed at the top of a website home page in order to avoid confusion about website ownership and content control. The USAID logo should be placed alongside other partners, if any, with equal size and prominence at or near the bottom of the home page.

Social media is often part of an integrated communications campaign.

It should always be used to communicate directly with stakeholders or beneficiaries in host countries. It should never be used to promote a program or contractor.

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.

Promotional

Event signs, banners, and exhibition booths materials

The USAID logo will be printed on the materials for events funded under this award.

at events.

Program promotional materials (e.g., press releases, social media, announcement of research, testimonials, findings, or program results)

The USAID logo will be printed on the materials for promotional materials funded under this award.

at events.

Commodities

ADD ROWS AS NEEDED ADD ROWS AS NEEDED ADD ROWS AS NEEDED ADD ROWS AS

NEEDED

(Please fill out the table above to the best of your ability with all program deliverables that will be produced as part of the program and indicate whether or not they will be marked. As a reminder, no administrative items should be marked with the USAID logo. Please note that the table includes examples and suggested language; however, the offeror must update the table in its entirety.

● If requesting a waiver or exception to marking for any programmatic item listed below, please indicate alternative forms of recognition of USAID.

● Any programmatic item flagged as unmarked must have a waiver or exception submitted and approved by USAID; exceptions may be approved as part of this plan, but waivers must be approved separately.

● Any items not anticipated below but produced under the program will also be subject to USAID branding and marking guidelines, as appropriate.)

● Program deliverables that will not be marked

(In addition to the table above, in narrative form, please briefly discuss the following:

● What program deliverables will not be marked with the USAID logo, and

● The rationale for not marking these program deliverables)

B. EXCEPTIONS

(The Offeror may request approval of Exceptions to marking requirements in the Marking Plan. Read the exceptions below to determine if one or more apply to the program and include any relevant exceptions in your Communication and Outreach Strategy. For additional information, please see the USAID Graphic Standards Manual and Partner Co-Branding Guide.

In accordance with ADS 320.3.2.5, the marking requirements may not apply if marking would:

I. Compromise the intrinsic independence or neutrality of a program or materials where independence or neutrality is an inherent aspect of the program and materials, such as election monitoring or ballots, and voter information literature; political party support or public policy advocacy or reform;

independent media, such as television and radio broadcasts, newspaper articles and editorials; public service announcements or public opinion polls and surveys.

II. Diminish the credibility of audits, reports, analyses, studies, or policy recommendations whose data or findings must be seen as independent.

III. Undercut host-country government “ownership” of constitutions, laws, regulations, policies, studies, assessments, reports, publications, surveys or audits, public service announcements, or other communications better positioned as “by” or “from” a cooperating country ministry or government official.

IV. Impair the functionality of an item, such as sterilized equipment or spare parts.

V. Incur substantial costs or be impractical, such as items too small or other otherwise unsuited for individual marking, such as food in bulk.

VI. Offend local cultural or social norms, or be considered inappropriate on such items as condoms, toilets, bed pans, or similar commodities.

VII. Conflict with international law, such as the internationally recognized neutrality of the International Committee of the Red Cross, the International Federation of Red Cross and Red Crescent Societies, or other organizations.

VIII. Deter the achievement of programmatic goals, such as cooperating with other donors or ensuring the repayment of loans.

These exceptions are not automatic, and must be approved by the Contracting Officer. Offerors may request approval of one or more of the exceptions, depending on the circumstances, in their Marking Plan. The Contracting Officer will review requests for exceptions for adequacy, along with the rest of the Marking Plan. When reviewing a request for approval of an exception, the Contracting Officer may review how the program materials will be marked (if at all) if the USAID logo is removed. Exceptions approved will apply to subpartners unless otherwise provided by USAID.

C. WAIVERS

(If any waivers are anticipated, they must be requested separately by the implementing partner.

The implementing partner may describe anticipated waivers in this section, noting that a separate request will be submitted to USAID for approval.Please see ADS 320.3.2.6 for additional information.)

D. AFFIRMATION

Contractor must commit the resources necessary to implement the Plan herein.

https://www.usaid.gov/sites/default/files/2022-12/320.pdf