Attachment J.7 Branding Implementation and Marking Plan.doc

Branding Implementation Plan With reference to Section 320.3.2, Branding and Marking in USAID Direct Contracts, below is the required branding implementation plan:

· Activity Name: USAID (Name) Activity

· How the materials will be positioned: USAID (Name) Activity will use exclusive branding and marking, and only the USAID identity should be visible on materials produced for program purposes.

· Desired level of visibility: (Choose Low, Medium, or High)

· Any others to be acknowledged: A host-country or ministry logo or other U.S. Government seal or logo may also be added, if applicable and approved by USAID.

BRANDING STRATEGY

With reference to Section 320.3.2, Branding and Marking in USAID Acquisition or Direct Contracts, below is the required Branding Strategy:

1) Positioning

Name of the Activity: USAID (Name) Activity

2) Program Communications and Publicity

Program communications will be tailored to the following target groups:

Primary Audience(s): (include) Secondary Audience(s): (include) Since USAID is the sole funder of the activity, it will be branded as USAID’s activity in all public communications: “USAID’s (Name) Activity is made possible by the support of the American people through the United States Agency for International Development (USAID).” All public communications should include the phrase “made possible by the support of the American people” to acknowledge USAID’s contribution rather than the phrase “funded by.”

In addition, the activity will promote the following main and secondary messages.

· The main message is: (include)

· The secondary messages are: (include) If approved by the USAID Mission Director, this activity will be announced to primary and secondary audiences through a launch event and press release. Press releases and other public communication products for release by the partner will be submitted to USAID for review and approval to ensure that they are consistent with USAID’s outreach and communications policies. The activity will conclude with a closeout event to celebrate relevant achievements. The timing and release of all public information will be coordinated well in advance with the Contracting Officer’s Representative (COR) and Development Outreach and Communications Officer (DOCO).

3) Press and Promotional Activities:

USAID is mandated to mark its foreign assistance with the USAID identity (logo) and tagline, “From the American People”. Therefore, in all USAID-funded and related activities, the activity will consistently undertake the following steps to highlight USAID’s collaboration and support:

A. TEXTUALLY: (Partner) will include references to USAID support in all printed outreach and communications materials including but not limited to reports, press releases, website content, invitations, publications, fact sheets, presentations, and promotional materials relating to the activity.

B. VERBALLY: (Partner) will ensure that USAID is publicly credited in all verbal outreach and communications activities including but not limited to speeches, press conferences, media interviews, presentations, training workshops, videos, films, public service announcements, and community meetings when referencing the activity.

C. VISUALLY: USAID’s identity will be prominently displayed on all outreach and communications materials including but not limited to reports, press releases, website content, invitations, publications, fact sheets, presentations, videos, films, public service announcements, banners, and other promotional materials. Other logos, including a separate activity-specific logo, will not be used.

D. IN MEDIA: The USAID COR and DOCO will be notified of each public event or workshop at least four weeks in advance. With the prior approval of the COR and DOCO, host country and international press will be engaged at all possible opportunities. USAID will be acknowledged at all media events and in reporting on the activity. Media coverage of the work may include but is not limited to local radio, local TV, international TV, video, film, webcasts, and print (magazines, newspapers, etc.). The activity will consult with the DOCO as to whether the contractor should grant interviews.

E. IN STORIES and PHOTOS: The activity will prepare at least four success stories per fiscal year using a USAID-approved story format (i.e. Exposure, Medium Blog, Storytelling Hub, etc.). High quality captioned digital photos will be provided for each success story and event. Noteworthy or especially interesting stories and photos will be sent to the COR and DOCO punctually. Event photos, as feasible, will be sent on the same day as events.

F. IN SOCIAL MEDIA: The Embassy’s social media channels should be used as secondary promotional means for the activity. The contractor should provide at least one Facebook updates per event or milestone. These will include text and high quality, captioned digital photos.

The contractor will submit all outreach and communication materials prepared with USAID funding to the COR for preproduction review and approval for branding and content before costs are incurred. All costs associated with branding and marking are included in the award budget.

As part of the annual work plan process, the activity will include a communications section in the work plan indicating key milestones, events, communications tools, and approaches. This will include a communications calendar that will state the proposed timing for main events. The contractor will endeavor to give at least a four-week advance notice of all major public events and inform the COR and DOC team accordingly.

4) Communication Tools

- Program brochures/fact sheets

- Program newsletter

- Success stories

- Printed PSAs, newspaper supplements, or other placements

- Advertisements about program events or activities

- Research results, studies, and evaluations

- Publications and reports

- Training manuals, workbooks, and guides

- Job aids/tools/procedures

- Professional photography

- Radio spots and/or shows

- Non-print media for SBCC

- Prepared web content for posting on the USAID website (www.usaid.gov)

- Prepared social media content for posting on the Embassy’s Facebook pages (The activity may not develop its own Facebook page.)

- Content for development blogs

- Media advisories/Press releases

- Media interviews

- Media site visits

- Press conferences

All public communications will be coordinated with the COR and DOCO.

5) Acknowledgements Acknowledging Host-Country Governments: All USAID (name) Activity materials will follow USAID branding guidelines. If, during the course of this program other major sponsors become involved, the activity will advise USAID of their involvement and request permission to include them as necessary.

Acknowledging Other Host-Country Partners: Co-branding 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, Contracting Officer approval is required for any exceptions to exclusive branding requirements.

Marking Plan

USAID (name) Activity With reference to ADS 320.2.3, below is the required Marking Plan for USAID (Name) Activity Table 1 below outlines the types of materials that will be produced under this activity. Any materials that are not anticipated below, but are produced under the initiative, will also be subject to similar branding guidelines and COR 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, and offices supplies. The goal is to mark the activity, not the implementing partner. Thus, letterhead, name tags, business cards, office space, equipment and supplies, job advertisements are not subject to branding and marking.

Every deliverable that is marked with the USAID identity will follow design guidance for color, type, and layout in the USAID Graphic Standards Manual and Partner Co-Branding Guide or such supplemental guidance as may be provided by USAID.

Disclaimer: All studies, reports, publications, websites, and all informational and promotional products not authored by USAID will contain a provision substantially as follows:

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

Table 1: Marking Plan

Administrative

Activity deliverables

(e.g. work plans, performance monitoring plan, financial reports, etc.)

The USAID logo will be used. The design will follow guidelines for exclusive branding.

Activity folders

The USAID logo will be used. The design will follow guidelines for exclusive branding.

Commodities and Equipment

Technical

Promotional

If a podium is used for an event, the USAID logo will be placed on the podium.

Bags, folders, notebooks, and pens will carry the USAID logo.

All handouts associated with events (including invitations) will feature the USAID identity prominently.

�Please review and include which of these and other tools will be used.