J.2 Marking Branding PSA Diagnostics.docx

PSA DIAGNOSTICS AWARD

MARKING AND BRANDING

· Blue filled out by the Contractor

Branding Strategy for the NextGen PSA Diagnostics Award With reference to Section 320.3.2.1 of ADS 320, below is the Branding Strategy:

1.1 Program Name. The program name is Next Generation Global Health Supply Chain Suite of Programs (NextGen) “NextGen”. The objective is to focus on NextGen, not individual partners or awards. Documents need not reference the specific agreement, contract or task order under which the work is funded. The award name is NextGen PSA Diagnostics Award

1.2 USAID Logo. There is no NextGen logo. The logo to be used is the USAID logo using USAID logo's fonts, typefaces, colors, and sizes in ADS 320, the USAID Graphic Standards Manual and Partner Co-branding Guide.

1.3 Primacy of USAID and Other U.S. Government Logos. Materials funded under NextGen will typically carry only the USAID or PEPFAR logos. Logos of contractors will not be used on NextGen-funded materials, except that the implementing partner’s name and contact information may be included on the inside or back covers of documents. For grantees and cooperative agreements, the implementing partner’s logo can be co-branded with the USAID logo.

1.4 Mission Brands or Names. Since NextGen supports in-country programs, NextGen documents and materials will use the Mission brands or names (e.g., USAID | Nigeria) if a Mission requests it. In such cases, NextGen should be acknowledged to the maximum extent practicable.

1.5 Individual Awards and Task Orders. There are no sub-brands for individual awards or task orders. Awards and task orders will be identified by starting with “NextGen” followed by the name of the award or task order – for example NextGen PSA Diagnostics.

1.6 Contractors may not generate their own corporate publicity about a USAID-funded NextGen or make public the findings of USAID-funded studies or reports (e.g., at conferences and public meetings) without first obtaining permission from the COR/AOR or Activity Manager.

1.7 Translations. USAID translated identities are located at https://www.usaid.gov/branding/translated-brandmarks.

Branding Implementation Plan (BIP) for the NextGen PSA Diagnostics Award from the USAID/Global Health of USAID/Washington With reference to Section 320.3.2.2 of ADS 320, below is the Branding Implementation Plan:

1.0 Purpose

This BIP show how the contractor will incorporate the message, “This assistance is from the American people,” in communications and materials directed to beneficiaries.

2.0 Categories of Branding and Marking

The contractor will use the following categories of branding and marking:

2.1 Exclusive USAID branding and marking. NextGen products, publications, and events are branded in accordance with ADS 320.3.2. “Exclusive Branding” means that NextGen is positioned as USAID’s, as showcased by NextGen Name. “Exclusive Marking” means contractors may only mark USAID-funded NextGen projects, activities, public communications, and commodities with the USAID Standard Graphic Identity and, where applicable, the host-country government or ministry symbol or another U.S. Government logo.

2.2 Co-branding and marking for inter-agency agreements and agreements with other Donors. NextGen products, publications, and events positioned as being from NextGen are co-branded and co-marked in accordance with ADS 320.3.4.1. This includes PEPFAR co-branding and co-marking. USAID approval is not required for this type of co-branding and co-marking.

2.3 PEPFAR co-branding and co-marking. This is used whenever materials or activities are supported by HIV funds. The PEPFAR logo and the USAID logo should be of equivalent size and prominence; in all cases, PEPFAR should be the lead brand. USAID approval is not required for PEPFAR co-branding. Consult any current USAID guidance on PEPFAR co-branding.

2.4 Exceptions. Branding or marking is not required for:

· agreements with public international organizations that meet the requirements in ADS 320.3.5.b; and

· agreements where the entity is ordering the commodities or materials on its own account and reimbursing USAID.

In such cases, USAID will seek to co-brand, co-mark or have an acknowledgement of NextGen’s involvement.

2.5 Other exceptions for co-branding and no branding are outlined in the Marking Plan. Situations that arise that are not considered in the Marking Plan will be evaluated on a case-by-case basis by the Contracting Officer’s Representative (COR) and Contracting Officer (CO).

2.6 Branding and marking will be in visual, verbal, and textual forms depending on the purpose, content, and audience for each material, message, and activity.

3.0 How to Publicize the Project

This section discusses how to publicize the project, visibility considerations, and includes a description of the communications tools to be used.

3.1 The NextGen PSA Diagnostics Award has the following target audiences with whom it will promote and publicize USAID sponsorship:

3.1.1 Host Country Audience.

NextGen generally provides commodities and technical assistance as part of a Mission program or as part of a larger global health initiative. Therefore, the branding will generally feature the in-country activity and not focus on branding the commodity or technical assistance as part of NextGen.

NextGen will be featured more prominently in cases where NextGen is offering its services to host country institutions as an option available for the procurement of health commodities and a source for excellent technical assistance in supply chain management.

3.1.2 International Audiences. NextGen will be prominently featured to international audiences, including other donors, international organizations, manufacturers and suppliers of medicines, lab equipment and other commodities. It will stress the following:

· NextGen is not a project or a specific contractor but a decades-long successful and influential USAID global health supply chain program.

· NextGen is the leading program of the U.S. Government in the procurement of global health commodities and takes a leadership role in market dynamics, quality assurance and other aspects of global health commodity procurement.

· USAID, through NextGen, is the U.S. Government’s technical leader on global health procurement and host country supply chain strengthening.

3.1.3 U.S. General Public Audiences

NextGen will be part of USAID and PEPFAR messages to the general public in the United States. It will emphasize targets reached, commodities supplied, and savings.

3.2 Communication Tools

The contractor will use the communication tools in Table 1of the Marking Plan (consult ADS 320.3.2.2 for list; consult ADS 558 on Social Media).

4.0 Key Milestones and Opportunities

The following key milestones are anticipated to generate awareness that NextGen is from the American people. These milestones may be linked to specific points in time, such as at the beginning or end of a Project, or to an opportunity to showcase reports or other materials (consult ADS 320.3.2.2). The Contractor may add or delete from the below list.

Milestones can include, but are not limited to, the following:

· Launching the program;

· Announcing research findings;

· Publishing reports or studies;

· Spotlighting trends;

· Securing endorsements from ministries or local non-governmental organizations; and

· Communicating the impact/overall results of the program.

5.0 Promotional Activities/Materials for Host-country Citizens

The opportunities for, and appropriateness of, widespread in-country publicity and external promotion of NextGen is somewhat limited because of the nature of the activities (e.g., behind-the-scenes technical assistance) and results (e.g., improved essential health commodity supply chains) as opposed to more visible activities. Host country awareness of the support of the American people through NextGen will be generated primarily through the following key opportunities:

· NextGen activities (e.g., acknowledgment at training workshops, commodity security meetings, and events);

· Success stories (disseminated through the USAID website(s), USAID listservs, and e-newsletters, etc.);

· Beneficiary testimonials;

· Site visits by USAID and U.S. or host country government officials;

· Professional photography of key visits by top U.S. or host country government officials, training workshops, etc.;

· Conference presentations, posters, and exhibition booths;

· Launch or close-out events, when and where appropriate;

· Public awareness or participation in events organized by U.S. Embassies and Missions;

· Announcements of research findings, or releases of new studies;

· Promotion of final or interim reports; and

· Communication of NextGen impact/overall results.

6.0 Acknowledging USAID and the NextGen PSA Diagnostics Contract The following acknowledgment will be included on internal publications, such as quarterly reports, as appropriate:

This document was produced for review by the United States Agency for International Development. It was prepared by for the NextGen PSA Diagnostics Contract number____[TBD}__________.

6. Disclaimers There are two criteria used to determine when the disclaimer provision must be used:

a. As per ADS 320.3.2.4 (e) for studies, reports, publications, web sites, and all informational and promotional products not authored, reviewed, or edited by USAID; and

b. As per the discretion of the COR and Contractor’s for a specific situation.

The disclaimer provision is:

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

Marking Plan for the NextGen PSA Diagnostics Award from USAID/Global Health, USAID/Washington

1. Table 1 below outlines the most common types of materials and commodities that may be produced under NextGen. Any NextGen materials that are not listed below are also subject to this Marking Plan.

2.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 NextGen projects and commodities, not implementing partners administrative materials.

3. Exceptions. In addition to the exceptions in ADS 320 and 22 CFR 226.91, the following exceptions apply to the marking requirements in Table 1:

a. “By” or “From” a Host-Country Government or Partner. USAID branding need not be used where the COR/AOR or Activity Manager determines that USAID branding would undercut host-country ownership of constitutions, laws, regulations, policies, studies, assessments etc., and is better positioned as being “by” or “from” from a host-country government or partner. NextGen is trying to build capacity of host country governments and their organizations (NextGen goal of capacity building) and branding would compromise ownership of materials.

5. Exact positioning of NextGen name or other USAID acknowledgment may vary if the product is subject to co-branding or no branding.

5. Even when a document qualifies for “no branding,” USAID's contribution will, to the maximum extent practicable, be acknowledged in an appropriate way (e.g., USAID support may be acknowledged in the preface, foreword, or acknowledgment sections of a document).

7. ADS 320.3.2.5 Additional Exceptions to Contract Marking Requirements The following exceptions reflect USAID’s usual, non-emergency practices in not marking certain contract deliverables for programmatic reasons. The CO, in consultation with the Activity Manager/RO, has the authority to determine that marking in accordance with ADS 320.3.2 is not appropriate, if marking of specifically identified contract deliverables, or of all contract deliverables, would:

a. Compromise the intrinsic independence or neutrality of a Project or materials where independence or neutrality is an inherent aspect of the Project and materials. This includes, but is not limited to, the following: 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, and newspaper articles and editorials; and PSAs or public opinion polls and surveys.

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

c. 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, organization, or government official.

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

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

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

g. Conflict with international law, such as the international recognized neutrality of the International Red Cross (IRC) or other organizations.

h. Deter achievement of Project goals, such as cooperating with other donors or ensuring repayment of loans.

TABLE 1. MARKING PLAN FOR NEXTGEN MATERIALS AND COMMODITIES

The Contractor may add to this list.

Administrative

Folders

Follows guidelines for full USAID marking branding.

Technical

Government policies, MOH strategies, plans, and guidelines (regional, national, and subnational levels), or other materials positioned as being from the host-country government, such as presentations, reports, publications, etc.

Promotional

Materials for site visits

The USAID standard graphic identity and NextGen name printed on the materials; design follows guidelines for full branding unless co-branding is appropriate or required by PEPFAR.