Attachment4 Branding and Marking Plan WGA.docx

BRANDING STRATEGY AND MARKING IMPLEMENTATION PLAN

WATER GOVERNANCE ACTIVITY

With reference to Section 320.3.2.2 of ADS 320, below is the required Branding Implementation Plan. The purpose of this branding implementation plan is to establish the protocols for announcing, promoting, and publicizing USAID Water Governance activity results in order for the activity beneficiaries and the general public to clearly understand that the assistance and services provided are funded by USAID and are from the American people.

HOW TO INCORPORATE THE MESSAGE:

The activity team 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).

ACTIVITY NAME:

The activity will bear the name USAID Water Governance activity in English. The activity name will be used in full, no acronyms, in all public communications. An Arabic translation of this name should be included in the Branding Strategy and Marking Plan for approval by USAID.

There is no program logo, nor is there a plan to develop one.

HOW TO PUBLICIZE THE ACTIVITY:

USAID/Jordan enforces high branding visibility. The branding strategy of the activity team will be to actively seek out and utilize all publicity opportunities to deliver the message that the assistance provided through the Activity is from USAID and the American people.

To ensure efficient implementation of the activity’s branding strategy, all activity staff will receive training and regular updates on the details of the activity, 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 activity and explain USAID and the American peoples’ role in the process, the activity team will develop a package of communication materials, such as success story, information packages, and activity summaries among others.

AUDIENCES:

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

PRIMARY AUDIENCE:

The primary audience for all materials and documents produced under this contract is USAID staff in Jordan. In addition, the primary audience includes staff of the Ministry of Water and Irrigation (MWI), the Water Authority of Jordan (WAJ) and Jordan Valley Authority (JVA), the water utilities and any other counterparts according to the Statement of Work (SOW).

SECONDARY AUDIENCE:

The secondary audience for materials and documents produced by the activity Jordanian public, contractors, private sector partners and researchers working on issues of water.

MESSAGES:

In all materials and events the activity will be branded as from USAID and prepared by the USAID Water Governance team. 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.

An additional branding strategy is to train all USAID Water Governance trainers to include a prominent reference to USAID in each presentation or training session. The trainers will be instructed to initiate a meeting/training session with a brief statement that the technical assistance they provide, as well as the other program services are made possible with assistance from USAID and the American people. USAID Water Governance trainers and staff will be able to say how this activity supports USAID’s development strategy to promote Jordan’s prosperity and self-reliance also, strengthening the water sector governance.

The activity 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.

TOOLS:

The following communication tools will be used:

KEY MILESTONES AND OPPORTUNITIES:

The following opportunities are anticipated to generate awareness that the program is from the American people. These should reflect the activity work plan and communicate incremental achievements and successes towards development objectives. All events should “show,” not “tell” how assistance is positively impacting Jordan. Project launches, award announcements, and activity are prohibited under Mission policy. Opportunities include, but are not limited to the following:

· Key activity milestones,

· Training events,

· Report publication,

· Success stories demonstrating impact/results,

· Human interest stories featuring beneficiaries as spokespeople,

· Endorsements from ministry or local organizations,

· Work initiated under key partnerships with the private sector,

· Site visits for media and VIP visitors.

ACKNOWLEDGEMENTS:

Acknowledging USAID:

The following acknowledgment will be included on all external USAID activity publications and internal publications, such as quarterly reports, as appropriate:

“This study/publication/other information product (specify which one) 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) do not necessarily reflect the views of USAID or the United States Government.”

On programmatic materials and publications, the activity team will exclusively use the USAID identity and logo, in compliance with the USAID branding and marking policy. All branding and marking exceptions shall comply with USAID Graphic Standards Manual and section 320.3.2.5-C (ADS 320 takes priority whenever guidance differs between the two documents) of the USAID Graphic Standards Directive ADS Chapter 320 (Partial Revision Date July 21, 2020), file name 320_010807_cd46). Publications and all materials will clearly and prominently identify the activity as USAID-funded.

Acknowledging Host-Country Governments:

All activity team 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 approval is required for any exceptions to full branding requirements.

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.

MARKING PLAN FOR THE WATER GOVERNANCE ACTIVITY (WGA)

With reference to Section 320.3.2.3 of ADS 320, below is the required Marking Plan:

MARKING:

The purpose of this marking plan for the USAID Jordan USAID Water Governance Activity (WGA) is to ensure that contract-financed programmatic materials, technical assistance, drawings, design documents, equipment, etc., is labeled with the USAID identity, so that the host government and public can readily identify these as being financed by the U.S. government and the American people. For all printed matter and materials described in the Branding Plan, the activity will use guidelines set in the USAID Graphic Standards Manual. This includes such matters as the use of the USAID identity, color schemes, design, and typeface for any activity materials.

For the administration of this contract agreement, the activity will use letterhead but will include the activity name in the subject tab. For programmatic correspondence, such as with sub-recipients and participants, correspondence with the media, and correspondence with the host government, USAID WGA will use activity letterhead but will include the activity name in the subject tab.

The activity will create a variety of activity materials including but not limited to technical assistance, studies, reports, drawings, design documents, papers, training material and other communication products that will visibly bear the USAID identity.

Marking plan for materials to be produced:

Table 1 outlines the types of materials that may be produced under the USAID WGA Activity. 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 U.S. assistance, not activities or implementing partners. Thus, letterhead, name tags, business cards, office space, equipment, and supplies used for administrative purposes are not subject to branding.

Every contract deliverable that is marked with the USAID identity for the activity 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. The activity letterhead will be used for administrative matters and will not have the USAID logo. Business cards will not show the USAID logo.

Table 1. Marking Plan for Materials to be Produced

Administrative

The project team will use its own corporate business cards. The cardholder may be identified as a “Contractor” under the "USAID Water Governance Activity.” See the GSM for a sample.

Pertains to business cards, letterhead, envelops, and mailing labels

Technical

Technical web portal

Not applicable

Promotional