Revised_A.2_Branding_and_Marking.docx

Attachment A.2

SECTION D—PACKAGING AND MARKING

BRANDING STRATEGY, BRANDING IMPLEMENTATION PLAN AND MARKING PLAN

This Program will be branded and marked in accordance with ADS 320 requirements for USAID direct contracting, but also taking into account the Swedish Embassy contribution for the activity. Agency policy requires that implementing partners provide a "Branding Implementing Strategy," indicating how they propose to name and promote the USAID-funded programs, and a "Marking Plan," detailing project materials that will showcase the USAID and Swedish Government in BiH identities.

Activity Name: Agriculture Market Activity (AMA)

How the materials will be positioned: TBD will use full branding and the USAID and the Swedish Embassy tagline “From the American and Swedish People” on materials and communications. The Swedish Embassy will be recognized equally on all public deliverables and materials. 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).

Desired level of visibility: High

Branding Implementation Plan for Agriculture Market Activity (AMA) in Bosnia and Herzegovina from USAID/Bosnia and Herzegovina Economic Development Office

With reference to Section 320.3.2.2 of ADS 320, below is the required Branding Implementation Plan:

1.0 HOW TO INCORPORATE THE MESSAGE

__________ will use full branding and the USAID and Swedish identities “From the American and Swedish People” on materials and communications directed towards beneficiaries. The message “From the American and Swedish People” will be incorporated into communications and materials directed towards beneficiaries by _________________________. The Swedish Embassy will be recognized equally on all public deliverables and materials.

2.0 HOW TO PUBLICIZE THE PROGRAM

The AMA will be publicized in Bosnia and Herzegovina by _____________________.

2.1 AUDIENCES

Subject to approval by USAID, the AMA has the following target audiences with whom it will promote and publicize USAID/Swedish sponsorships:

2.1.1 Primary audience:

2.1.2 Secondary audience:

2.2 MESSAGES

In all materials and events the AMA will be branded as from USAID/Swedish and prepared by _________________________ as part of the AMA. As such, all materials will acknowledge that they were produced with support “from the American and Swedish people.” In cases where a local language predominates above English, the appropriate translation into the local language will be used in branding the program.

Additional ideas to increase awareness that the American and Swedish people support this program are: ____________________________________________________

The AMA 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.

3.0 TOOLS

The following communication tools will be used: Change as Needed and Fill Out

Press Releases

Press Conferences

Media Interviews

Site Visits

Success Stories

Beneficiary testimonials

Professional Photographs

Public Service Announcements

Videos

Webcasts, e-invitations, blast e-mails, or other internet activities

4. 0 KEY MILESTONES AND OPPORTUNITIES

The following key milestones are anticipated to generate awareness that the AMA is “from the American and Swedish people”:

1) ______________________

2) ______________________

3) ______________________

4) ______________________

(These milestones may be linked to specific points in time, such as at the beginning or end of a program, or to an opportunity to showcase reports or other materials. These include, but are not limited to:

· launching the program, 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 program impact/overall results)

5.0 ACKNOWLEDGEMENTS

5.1 ACKNOWLEDGING USAID

The following acknowledgment will be included on external USAID/Swedish AMA publications and 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 USAID/Swedish AMA, contract number ___________.

5.2 ACKNOWLEDGING HOST-COUNTRY GOVERNMENTS

All AMA 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.

Marking Plan for Agriculture Market Activity (AMA) in Bosnia and Herzegovina from USAID/Bosnia and Herzegovina Economic Development Office

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

1.0 MARKING

1.1 MARKING PLAN FOR MATERIALS TO BE PRODUCED

Table 1 outlines the types of materials that may be produced under the USAID/Swedish AMA. 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 programs and projects, and not implementing partners. Thus, letterhead, name tags, business cards, equipment, and supplies are not subject to branding.

Every contract deliverable that is marked with the USAID and Swedish identities for the USAID/Swedish AMA 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 and Swedish identities will be used for programmatic correspondence. _______ letterhead will be used for administrative matters and will not have the USAID logo. Business cards will not show the USAID Identity. Contractor business cards will /will not include the wording “USAID/Swedish Contractor.”