J.9_Branding and Marking Plan Template.doc

Branding Strategy and Implementation 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 pertinent to your project.

Project Title:

Contract 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 stories and press releases, banners, information packages, brochures, videos and project summaries.

ACTIVITY NAME

In English:

In Dari and/or Pashto:

Guidelines: Please include the activity name with translations into all applicable languages. This document identifies how the activity will be referred to for public communications purposes; Note: we prefer NOT to use long activity names or activity acronyms unless they benefit activity communications. Acronyms dilute attention away from USAID, and can be confusing, especially when used in multiple languages. USAID requests our brandname (i.e USAID) be included as part of the overall activity name, for example: "The USAID Health Project."

Please carefully think through how translations of activity title and/or acronyms used sound in translation in local languages. When specifying the activity’s public name, please consider how you will use it and how it will be perceived among target audiences: Will it make sense? Will it be meaningful and identifiable with the purpose of the activity? Will it be convenient to use in speeches, at events, and on banners?

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 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:

· What key anticipated milestones or opportunities the activity will use to generate awareness that the activity (or a specific intervention) is from the American people. Such milestones may be linked to specific points in time, such as the beginning or end of an initiative, or to an opportunity to showcase publications or other materials, research findings, or activity success. These include, but are not limited to launching the activity, 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 activity impact/overall results. Please consider coordination with the DOC team to share this content via our regional Facebook page and other social media channels.

· Explain how the public communications materials will be disseminated in each country where the activity is implemented.

You may consider conveying this information via a table such as the one that follows:

Local press invited to each, press release prepared and disseminated

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.

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).

The project will use the USAID identity in all public communications.

All public printed, video, and audio materials will also include a disclaimer (text included in the marking plan) to identify parties responsible for the contents.

f). Design of publicity materials and the use of the USAID identity For all printed matter including publications, official and/or public project communications, banners and other signs, also promotional products developed to increase the visibility of the project among its target audiences, the project will use guidance set in the USAID Graphic Standards Manual. This includes such matters as the use of the USAID identity, colors scheme, design, and typeface for any project materials. Materials will follow the guidance in relation to the use of the USAID identity. Samples and logos may be found at www.usaid.gov/branding Note, the activity title should not be used on prominent public branding such as banners or signage (though it may appear in text describing the activity). Neither the implementing partner’s organization nor logo should be mentioned in public materials. This is a USAID activity.

Newspaper or other media ads recruiting staff or with administrative announcements or tenders should not include the USAID logo. Rather, they can reference the USAID-funded activity. Also, activity personnel business cards should not include the USAID logo. Rather, they can refer to “USAID-contractor.”

ACKNOWLEDGEMENT OF OTHER ORGANIZATIONS

Guidance: Please explain how you will acknowledge governmental 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.” It is perfectly acceptable and often encouraged to “co-brand” programs with host country ministries. In the event the program wishes to use the local government brand mark and not the USAID brand mark, please follow the exceptions process outlined in ADS 320.

Additionally, please consider if the project needs to acknowledge any other major partnership 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.

COORDINATION WITH USAID ON OUTREACH AND COMMUNICATIONS

The project will clear any press releases, media events, media interviews and any promotional products with USAID (COR and DOC). Note, Mission communications guidance requests notification on and materials related to events that will include press and/or USAID senior participation up to three-four weeks before the event.

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

a) Updated quarterly list of public events to be organized by the project during the coming three months, including approximate date, location, and audience. The project will coordinate with USAID about inclusion of USAID promotional materials for the participants, and participation of USAID/USG representatives.

b) Success stories with accompanying photographs (see item c. for specifications). Success stories will be provided in a Word Document format, using a standard USAID success story templates available at www.usaid.gov.branding/templates Note there are currently 5 approved success story formats available in the Transforming Lives section available at www.usaid.gov/branding/templates. Please communicate with your AOR and/or DOC counterpart for guidance as you prepare and submit your success stories. Note we’re interested in human impact stories, which demonstrate real impact, NOT descriptions of process-level stories, like trainings or conferences. A wonderful success story can be as simple as a compelling photo and appropriate caption. Please review text submitted carefully for grammar and impactful writing. Make sure your story touches upon the issue you’re addressing, why it’s important, your activity’s impact, and try to maintain a human focus.

c) A collection of photographs that are illustrative of project’s achievements should be sent to your relevant COR and DOC. The photographs will comply with a guidance provided in the USAID Graphic Standards Manual, and be in jpeg format and at least 1MB in size each. Each photograph will have a brief explanation about its subject, and identify the photographer and his/her organization, person(s) featured in the photograph, and the location where the photograph was taken. Photo subjects must have given permission for the public use of their photo.

In the event of changed circumstances for implementation of this Branding Implementation Plan, (implementing organization), through its COR, 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:

Contract 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.

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.

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 of a size of prominence equivalent to or greater than any third party is required. In event the recipient chooses not to require marking with its own identity or with the sub-recipient’s logo, USAID may, at its discretion, require marking by the sub-recipient with the USAID Identity.”

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

“As a condition of receipt of this sub-award, exclusive marking with the USAID Identity 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’s. 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 with all provisions of the project’s marking plan, branding strategy, and branding implementation plan, pertinent with the sub-contract.”

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:

Dari

این مطالعه/گزارش/وبسایت(مشخص نمائید) با حمایت مردم امریکا از طریق ادارۀ انکشاف بین المللی ایالات متحده امریکا تسهیل گردیده است. محتویات آن مسئولیت عام و تام (نام اداره) بوده و الزاماً بیانگر نظریات ادارۀ انکشاف بین المللی ایالات متحده و یا حکومت ایالات متحده نمیباشد.

Pashto

دا څیړنه/رپوټ/ویب پاڼه (مشخص یې کړئ) د امریکا د متحده ایالاتو د نړیوالې پرمختیايي ادارې له لارې د امریکا د ولس په ملاتړ تسهیل شوی دی. د څیړنې/رپوټ/ویب پاڼې محتویات د (د ادارې نوم) بشپړ مسؤلیت دی او الزاماً د امریکا د متحده ایالاتو د نړیوالې پرمختیايي ادارې او یا د امریکا د متحده ایالاتو د حکومت د نظریاتو ښکارندويي نه کوي.

DESIGN OF PUBLICITY MATERIALS AND THE USE OF THE USAID IDENTITY

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), 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, minimum white space around the logo, and typeface for any project materials.

For a definition of USAID’s Identity, logo, brandmark, etc., please refer to USAID’s branding page. Except for the manufacturer’s trademark on a commercial item, the corporate identities or logos of contractors or subcontractors are not permitted on USAID-funded program materials and communications, unless specified in the USAID Graphic Standards Manual or approved in advance by the Principal Officer.

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:

Include:

a) Program, project, or activity sites funded by USAID, including visible infrastructure projects or activities that are physical in nature

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

c) Events under the project – training courses, conferences, seminars, exhibitions, fairs, workshops, press conferences, and other public activities

d) 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.

Table #1: Marked deliverables and public communications

Items to include and discuss marking in table #1 (this is only a sample list; please do not include items that are not relevant to your project):

· Web sites (created through USAID approval process)

· Factsheets, brochures, leaflets, PowerPoint presentations, handouts at events, media materials

· Surveys, reports, manuals, textbooks, training materials

· Events (conferences, trainings, study tours, exhibitions, briefings, seminars, fairs, workshops, public meetings, etc.)

· Promotional materials (e.g., t-shirts, pens, caps, pins, etc.)

· Commodities used for program purposes: equipment, tools, furniture, instruments

· Plaques, certificates

· Press releases, invitations, articles in the print media

· TV and radio public service announcements

· Activity sites and physical infrastructure objects

· CDs and DVDs

· Documentaries, videos

Rather than marking every single item, please consider if there might be more efficient ways to mark provided assistance (e.g., instead of marking every tool, consider attaching a plaque to the room in which USAID-funded tools are used)

Please include a clear explanation of where the USAID identity will be placed (on which page, etc.). Discuss placement of the disclaimer and any other used means of marking.

Please attach samples of how you are planning to mark various types of documents: i.e., include a sample factsheet or a certificate, etc. – so that we can see what exactly you mean. Please only include one sample for all the types of documents that will be marked the same way – and identify which types of documents the sample will apply to.

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

(Implementing organization) will display the USAID logo prominently on all communication products and describe the project as USAID’s in all public communications materials. All press releases, fact sheets, letters, and other written communications will carry this branding, and other documents such as reports, success stories and brochures will include the USAID identity. (Implementing organization) will display the USAID identity in the following manner:

2). Text about USAID (included in the branding implementation plan)

2). included as the last paragraph

2). Text about USAID

2). included as the first paragraph

2). Text about USAID

3). disclaimer

2). included as the first paragraph

3). At the bottom of the back page

2). Disclaimer

2). Included at the bottom of the first page event banners

above any writing

training materials (list titles/other details if known)

2). At the bottom of the front page

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 solely for project administrative use, administrative letters).

For the specific placement of the USAID identity on any 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.

Table #2: Exceptions to award marking requirements

Guidance: It is USAID policy that all public communications partially or fully funded by a USAID grant or cooperative agreement must be appropriately marked with the USAID Identity. There are several compelling justifications for exceptions to marking requirements, laid out in CFR 226.91.h, including the risk that branding would compromise the neutrality of activity materials, diminish the credibility of a study or assessment, or undercut host-country ownership of an initiative. If you anticipate applying for any such “exceptions” to marking requirements, please list them here. Note, these exceptions are presumptive, not automatic, and require the approval of the COR, the DOC team, and the Agreement Officer. If you plan to mark all activity deliverables, please do not complete this section.

Once this Marking Plan is approved, any subsequent cases where the activity wishes for deliverables to be un-marked requires a waiver to the Marking Plan, as laid out in CFR 226.91.j, usually for cases in which marking would pose a compelling political, safety or security concern, subject to the approval of the Agreement Officer.

The activity requests the following deliverables not carry USAID marking. The specific deliverables to be unmarked, and the rationale for this request, is indicated below. All other deliverables will be marked as indicated above. Exceptions to marking requirements require the approval of the Contracting Officer.

Table #3: Marking costs

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

Total

All estimated costs associated with branding and marking USAID programs, such as plaques, labels, banners, press events, promotional materials, and the like, must be included in the total cost estimate of the contract, and are subject to revision and negotiation with the Contracting Officer upon submission of the Marking Plan.

Any activity conducted jointly by project and other donor or local organizations or any ministry will be promoted and presented with prominent positioning of the USAID Identity and the primary message “From the American people”.

MODIFICATIONS

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

Please include as attachments any samples of marked items referred to in the tables you wish to submit at this time.

Instructions: (delete this section from your final version).

Please consult closely with USAID � HYPERLINK "http://www.usaid.gov/sites/default/files/documents/1868/320.pdf" ��ADS320�, USAID’s � HYPERLINK "http://www.usaid.gov/branding/gsm" ��Graphic Standards Manual�, and other resources available via USAID’s � HYPERLINK "http://www.usaid.gov/branding" ��Branding page� as you prepare your Branding Implementation Plan, and consult these resources regularly as you plan for and implement public outreach components of your activity. ADS 320 applies to all programs, projects, activities, public communications, and commodities funded by USAID under any direct contract or subcontract.

The overall purpose of a BIP is to lay out how existing or prospective contractors will promote activity accomplishments and impacts to beneficiaries and host-country citizens, and how you will connect these back to the American people. It will serve as the “road-map” for how your activity will coordinate communications activities with your COR and the Mission’s Development Outreach and Communications (DOC) team. The BIP outlines the events (press conferences, site visits, etc.) and materials (success stories, media materials, etc.) the contractor will organize and produce in order to carry out the activity’s communications objectives. USAID’s Afghanistan DOC team can be reached by email here: KabulAidDoc@usaid.gov

Branding Implementation Plans specifically address the following:

How to incorporate the message, “This assistance is from the American people,” in communications and materials directed to beneficiaries, or provide an explanation if this message is not appropriate or possible.

How to publicize the program, project, or activity in the host-country and a description of the communications tools to be used.

The key milestones or opportunities anticipated to generate awareness that the program, project, or activity is from the American people. Such milestones may be linked to specific points in time, such as the beginning or end of an activity, or to an opportunity to showcase publications or other materials, research findings, or activity success.

The text below serves as a framework to help you think through branding and marking issues related to your activity. USAID places great importance on impactful activity communication. Please think through the information presented below carefully, and provide detailed responses. If there are additional communications opportunities or issues not covered below, please add them into your submission. Please be sure that this document addresses all of your communications needs and aspirations.

USAID policy is to require exclusive branding and marking in USAID direct acquisitions. “Exclusive Branding” means that the activity is positioned as USAID’s, as showcased by the activity name (e.g., “The USAID/Basic Education Program”). “Exclusive Marking” means contractors may only mark USAID-funded activity 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. It is USAID’s policy that contractors’ and subcontractors’ corporate identities or logos must not be used on USAID-funded materials.

Note, in line with USAID guidance in � HYPERLINK "http://www.usaid.gov/ads/policy/200/200" �ADS 200� and elsewhere, your award is referred to in this document as an “activity,” that contributes to higher level Mission “programs” or “projects”. This does not prevent you from using other preferred terms in your public communications. For USAID communications, “branding” refers to the overall communications experience, and how the activity is connected to USAID and the American people; and “marking” refers to the use of the USAID graphic Identity and logo.

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