ATT3_Marking_and_Branding_Plan.doc

MARKING AND BRANDING TEMPLATE

Branding Strategy for the Cap-Haitien Port Rehabilitation and Public Private Partnership Project From Requesting Office: Office of Infrastructure, Energy, and Engineering/USAID/Haiti

With reference to Section 320.3.2.1 of ADS 320, below is the required Branding Strategy:

· Mechanism Name: Cap-Haitien Port Customs Support

· How the materials will be positioned: ______________, TBD (Prime Recipient) will 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).

· Desired level of visibility: High

· Any other organizations to be acknowledged: Project documents will not use the recipient’s logo, but will acknowledge that the document was prepared for USAID/Haiti by the ______________, TBD (Prime Recipient).

THIS PORTION IS CREATED BY THE CONTRACTOR

Branding Implementation Plan for the Cap-Haitien Port (CHP) Rehabilitation and Public Private Partnership (PPP) Project From Requesting Office: Office of Infrastructure, Energy, and Engineering/USAID/Haiti 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 tagline “From the American People” on materials and communications. Co-branding and no branding will only be considered on a case-by-case basis as considered appropriate by the Contracting Officer Representative (COR) and Contracting Officer (CO).

2.0 HOW TO PUBLICIZE THE PROGRAM

This section discusses how to publicize the program and also includes a description of the communications tools to be used.

2.1 AUDIENCES

Subject to approval by USAID, the CHP Rehabilitation and PPP Project has the following target audiences with whom it will promote and publicize USAID sponsorship:

2.1.1 Primary audience:

The primary audience for the project is current Port employees and associated workers; the local community and stakeholders; existing port tenants and users of the Port.

2.1.2 Secondary audience:

The secondary audience for the project is host-country stakeholders and policymakers, including the Haitian National Port Authority (APN), the Customs Administration (AGD), the Ministry of Economy and Finance (MEF) and other government, nongovernmental and other secondary/tertiary institutions.

2.2 MESSAGES

In all materials and events the project will be branded as from USAID and prepared by _________________________ as part of the CHP Rehabilitation and PPP Project. As such, all materials will acknowledge that they were produced with support “from the American 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 people support this program are: all of the trainers will be trained to include in each presentation or training session a statement at the beginning of their meeting or training session that the technical assistance that they provide and the other program services are made possible as a result of “the assistance from the American people.” The CHP Rehabilitation and PPP Project 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: Add to as needed and fill out.

Press releases

Press conferences

Media interviews

Site visits

Success stories

Beneficiary testimonials

Professional photography

PSAs

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 program is from the American people. 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

· holding training events,

· publishing reports,

· highlighting success stories,

· promoting final or interim reports, and

· communicating program impact/overall results.

5.0 ACKNOWLEDGEMENTS

5.1 ACKNOWLEDGING USAID AND THE USAID cAP-hAITIEN PORT CUSTOMS SUPPORT FUNDING MECHANISM

The following acknowledgment will be included on external CHP Rehabilitation and PPP Project 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 Cap-Haitien Port Rehabilitation and Public Private Partnership Project, under contract number TBD.

5.2 ACKNOWLEDGING HOST-COUNTRY GOVERNMENTS

All CHP Rehabilitation and PPP Project 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.

5.3 ACKNOWLEDGING OTHER HOST-COUNTRY PARTNERS

Co-branding with will occur when these organizations have contributed funds to the activity. Co-branding with in-country partners may also be desirable when trying to promote local ownership and capacity building. However, when products are fully funded by USAID, CO approval is required for any exceptions to full branding requirements.

5.4 CO-BRANDING WITH OTHER INTERNATIONAL ORGANIZATIONS

In such cases, the guidelines for co-branding will be followed, assuming the funding contributed is more than a token amount.

THIS PORTION IS CREATED BY THE CONTRACTOR

for the Cap-Haitien Port Rehabilitation and Public Private Partnership Project

From Requesting Office: Office of Infrastructure, Energy, and Engineering/USAID/Haiti

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 USAID’s CHP Rehabilitation and PPP Project. 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, office space, equipment, and supplies are not subject to branding.

Every contract deliverable that is marked with the USAID identity for the CHP Rehabilitation and PPP Project 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 logo 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 logo.

Marking Requirements for the Cap-Haitien Port Rehabilitation and Public Private Partnership Project

From Requesting Office: Office of Infrastructure, Energy, and Engineering/USAID/Haiti

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

TABLE 1. MARKING PLAN FOR MATERIALS TO BE PRODUCED

Administrative

Website

Technical

Government policies, strategies, plans, and guidelines (regional, national, and sub-national levels) or other materials positioned as being from the host-country government

The USAID identity will be printed on the cover of documents; design follows guidelines for full branding unless co-branding is acceptable or an exemption is provided for no branding.

Organizations' policies, strategies, plans, and guidelines (e.g., an NGO’s procedures manual for malaria logistics, a workplace antidiscrimination policy) or other materials positioned as being from the host-country partner

The USAID identity will be printed on the cover of documents; design follows guidelines for full branding unless co-branding is acceptable or an exemption is provided for no branding.

Promotional

Project promotional materials (e.g., success stories, beneficiary announcement of research, testimonials, findings, or project results) The USAID identity printed on the materials; design follows guidelines for full branding.

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