PFMA RFP - Attachment J.5 - Branding Strategy and Marking Plan Document.docx.pdf

Attachment J.5

BRANDING STRATEGY AND MARKING PLAN

Branding Strategy for the Public Financial Management and Administration (PFMA)

With reference to USAID Automated Directives System (ADS) 320.3.2.1, below is USAID’s Branding Strategy:

● A Branding Implementation Plan (BIP) is developed by prospective contractors to describe how the program will be promoted to beneficiaries and host-country citizens. It outlines the events (press conferences, site visits, etc.) and materials (success stories, Public Service Announcements [PSAs], etc.) the contractor will organize and produce to assist USAID in delivering the message that the assistance is from the American people.

● Objective: To provide prospective contractors with areas to be addressed in the development of the Branding Implementation Plan and Marking Plan to deliver the message that the assistance is from the American people.

● Project Name: Public Financial Management and Administration. إدارة المالیة العامة

● Positioning: Publicity materials and communications must clearly reflect the notion that this activity is provided by the American people through USAID, with the close collaboration and support of the Government of Jordan. No other organizations or bodies must be acknowledged publicly in connection with “Public Financial Management and Administration”. The contractor must use full branding and the USAID tagline “From the American People” on materials and communications, which may be translated into local languages as appropriate. 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).

● The desired level of USAID’s visibility for this project is not high.

● The primary audience for all materials and documents produced includes the Ministry of

Finance, other Ministries, the private sector and the academia in Jordan.

● The secondary audience for materials and documents produced includes the general public, USAID, other Government of Jordan ministries and entities, non-governmental organizations, other international donors, and research and educational institutions.

USAID’s web page contains the electronic version of the Graphic Standards Manual that is compulsory for all contractors (https://www.usaid.gov/branding/gsm).

https://www.usaid.gov/branding/gsm

THIS PORTION IS CREATED BY THE CONTRACTOR

Branding Implementation Plan for the Public Financial Management and Administration

With reference to ADS 320.3.2.2, below is the required Branding Implementation Plan:

Please 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. Such tools may include the following:

− Press releases;

− Press conferences;

− Media interviews;

− Site visits;

− Success stories;

− Beneficiary testimonials;

− Professional photography;

− PSAs;

− Videos; and − Webcasts, e-invitations, or other emails sent to group lists, such as participants for a training session blast e-mails or other Internet activities, etc.

● The key milestones or opportunities anticipated to generate awareness that the program, project, or activity is from the American people, or an explanation if this is not appropriate or possible. Such milestones may be linked to specific points in time or to an opportunity to showcase publications or other materials, research findings, or program success. These include, but are not limited to, the following:

− Announcing research findings, − Publishing reports or studies, − Spotlighting trends, − Highlighting success stories, − Featuring beneficiaries as spokespeople, − Showcasing before-and-after photographs, − Securing endorsements from ministry or local organizations, − Promoting final or interim reports, and − Communicating program impact/overall results.

THIS PORTION IS CREATED BY THE CONTRACTOR

Marking Plan for the

Public Financial Management and Administration

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

A Marking Plan is developed by prospective contractors to enumerate the public communications, commodities, and program materials and other items that visibly bear or will be marked with the USAID Identity. USAID’s policy is that programs, projects, activities, public communications, or commodities implemented or delivered under contracts and subcontracts exclusively funded by USAID are marked exclusively with the USAID Identity. Where applicable, a host-country symbol or ministry logo, or another U.S. Government logo may be added.

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.

The Marking Plan may include requests for exceptions to marking requirements, to be approved by the CO. If any waivers will be requested, a table should be included with the specific deliverables that will not be marked, as well as a rationale for the request.

To ensure that all items are appropriately marked in accordance with this policy, all USAID direct contracts must incorporate a Marking Plan that details the public communications, commodities, and program materials and other items that will bear visibly the USAID Identity.

Contract deliverables to be marked with the USAID Identity must follow design guidance for color, type, and layout in the Graphic Standards Manual.

The Marking Plan will be incorporated in the contract and must address the following specific contract deliverables or performance requirements:

1. Program commodities and equipment funded by USAID contracts, and their export packaging, must prominently display the USAID Identity.

2. Program, project, or activity sites financed by USAID contracts or others that are physical in nature must prominently display the USAID Identity. Temporary signs must be erected early in the implementation phase. When implementation is complete, the contractor must install a permanent, durable and visible sign, plaque, or other marking.

3. Public communications financed by USAID contracts that are print products must prominently display the USAID Identity. These communications include, but are not limited to, the following:

− Publications;

− Reports;

− Research results, studies, and evaluations;

− Brochures, leaflets, informational, and promotional materials;

− Folders;

− Success stories;

− Posters;

− Banners and Signs;

− Print PSAs, newspaper supplements and other paid placements such as advertorials;

− (Non-administrative) advertisements about program events/activities;

− Training manuals, workbooks, and guides;

− Press releases, fact sheets, media advisories (note: the U.S. Ambassador or Public Affairs

Officer may request these materials to be distributed on U.S. Embassy letterhead); and − Letterhead used for program-related purposes (invitations to events, etc.,), as opposed to contractor administrative purposes.

4. Public communications financed by USAID contracts that are audio, visual, or electronic must prominently display the USAID Identity. Such communications include, but are not limited to, the following:

− Web sites;

− Videos;

− CDs and DVDs;

− TV PSAs;

− PowerPoint and other program-related presentations;

− Mass distribution electronic mail sent for program purposes, such as invitations to training events or other widely attended program-related gatherings; and − Radio PSAs, which must include an audio tag, such as, “made possible by USAID: From the American people.”

5. Studies, reports, publications, Web sites, and all informational and promotional products not authored, reviewed, or edited by USAID must contain a provision substantially as follows:

This study/report/Web site (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.

6. Events financed by USAID contracts must prominently display the USAID Identity. Such events include, but are not limited to, the following:

− Training courses;

− Conferences;

− Seminars;

− Briefings;

− Exhibitions;

− Fairs;

− Workshops;

− Press conferences;

− Other public meetings and activities; and − Invitations, press releases, publicity, and media materials, presentations and handouts associated with these events that are produced under a USAID direct contract.

7. Grants under contracts, when authorized, must be branded and marked like grants, and the policy directives and required procedures for branding and marking of assistance awards in the ADS section 320.3.3, and 2 CFR 700, apply. The contractor is responsible for including branding and marking requirements for these grants in its Branding Implementation Plan and Marking Plan, as part of its overall responsibility for managing grants under its contract.

8. USAID reserves the right to request preproduction review of USAID-funded public communications and program materials for compliance with USAID graphic standards and the approved Marking Plan.

All of the above requirements are subject to USAID-approved exceptions and waivers.

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/COR, has the authority to determine that marking is not appropriate, if marking of specifically identified contract deliverables, or of all contract deliverables, would:

1. Compromise the intrinsic independence or neutrality of a program or materials where independence or neutrality is an inherent aspect of the program and materials. This includes, but is not limited to, the following:

− 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.

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

3. 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.

4. Impair the functionality of an item.

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

6. Offend local cultural or social norms, or be considered inappropriate.

7. Conflict with international law.

8. Deter achievement of program goals, such as cooperating with other donors.

The CO’s determination that an exception does not apply is not subject to a separate appeal process but may be handled through normal contract award or administration procedures.