J.6_Branding_Implementation_Plan_Template.doc

Branding 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:

Agreement 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.

1. Name of the Program In English:

In Russian:

(include any other relevant translations) Guidelines: If the name of the project is long and the project intends to use a short version (it is best not to use acronyms, as they tend to be very exclusive and cryptic to many audiences), please include it with translations into all applicable languages. This document needs to identify how the project will be referred to for public communications purposes; it does not necessarily need to be the same as the officially given title in the contracting mechanism.

2. 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 (within the framework of the branding strategy).

USAID’s target audiences in Central Asia (in addition to direct beneficiaries) for public communications are people who influence public opinion, including: government officials at local and central levels (beyond direct counterparts), academic, private sector, and community leaders, religious leaders, media outlets, and students. Please discuss how you will focus project public communications on these groups – within the limitations and restrictions due to the operating environment in each specific country.

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 note creation of project logos is not permitted.

Please specifically describe the following:

· How the project will be publicized in the host-country within the framework of the branding strategy. Explain which communications tools will be used to target which of the focus audiences and how.

· What communications tools the project will use. Such tools may include press conferences, public events, press releases, media interviews, site visits, success stories, beneficiary testimonials, photos, PSAs, videos, websites, e-invitations, or other e-mails sent to group lists, such as participants for a training session blast e-mails or other Internet activities, etc. Explain how each of these tools will be used, how many you plan for each country a year, etc.

· What key anticipated milestones or opportunities the project will use to generate awareness that the project (or a specific activity) is from the American people. Such milestones may be linked to specific points in time, such as the beginning or end of a program, or to an opportunity to showcase publications or other materials, research findings, or program success. 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. Please consider sharing this content for the USAID Facebook page www.Facebook.com/USAIDCentralAsia.

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

Sample optional table for c).and d):

Local press invited to each, press release prepared and disseminated

USAID target audiences in the host country Sent to media

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. Additionally, all publications will include the following note in the relevant language (specific to the country):

USAID is the leading American government agency building social and economic prosperity together with the people of Central Asia.

The second sentence should be adjusted from the sector message (below) relevant to your program.

In partnership with governments in the region, we are

HEALTH: increasing access to quality HIV, TB, and maternal and child health services.

EDUCATION: improving education systems and childhood literacy.

ECONOMICS: encouraging sustainable economic growth across Central Asia.

ENERGY: increasing availability and access to clean energy and water in Central Asia

AGRICULTURE: advancing agricultural policies and practices to increase farmers’ productivity and incomes.

WATER: improving the economic use of water and water resource management regionally.

DEMOCRATIC GOVERNANCE: creating the foundation for accountable and inclusive governance to open doors for better health care, education, and economic conditions.

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

3. 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.

4. Coordination with USAID on publicity and project promotion issues

The project will clear any press releases, media events, and media interviews with USAID (COR, AOR, and outreach coordinator in the relevant country office) and follow other relevant guidance set in the USAID/CAR Mission Order No. 560 on Media Interactions (dated August 10, 2012).

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) Two success stories per project year for each country where the project is implemented with an accompanying photograph (see item c. for specifications). The success stories will be provided in a Word Document format, using a standard USAID success story template.

c) A CD with a collection of minimum 20 photographs a year for each country where the project is implemented that are illustrative of project’s achievements. 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.

d) Clippings of press articles that mention the project.

e) An electronic or print copy of all public communications materials produced by the project.

f) Once a year, the project will present to USAID an overview of the implemented publicity events and received media coverage.

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.

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