ATTACHMENT_J.4_-_USAID_BRANDING_AND_MARKING_TEMPLATE.pdf

SOL-656-16-000012 Integrated Malaria Program (IMaP)

ATTACHMENT J.4 - USAID BRANDING AND MARKING TEMPLATE (SEE

SECTION D)

Branding Strategy for the USAID/Mozambique Integrated Malária Program (IMaP)

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

• Program or Project Name:

• How the materials will be positioned: From the American People

• Desired level of visibility: All publications developed through this project, with the exception of research articles published in academic journals, will also display currently approved USAID Identity graphic and conform to other requirements of the USAID Graphic Standards Manual.

• Any other organizations to be acknowledged: Project documents shall not use the contractor’s logo.

As per 320.3.2 Branding and Marking in USAID Direct Contracts, USAID policy is to require exclusive branding and marking in USAID direct acquisitions.

“Exclusive Branding” means that the program is positioned as USAID’s, as showcased by the program name (“USAID/Mozambique IMaP Project”).

“Exclusive Marking” means contractors may only mark USAID-funded programs, projects, activities, 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 program materials.

THIS PORTION IS CREATED BY THE CONTRACTOR

Branding Implementation Plan for the USAID/Mozambique IMaP Project

With reference to Section 320.3.2.2 of ADS 320, below is the required Branding Implementation Plan. Please fill in the blanks as appropriate.

1.0 HOW TO INCORPORATE THE MESSAGE

will use full branding and the USAID identity “From the American People” on materials and communications directed towards beneficiaries. The message “From the American People” will be incorporated into communications and materials directed towards beneficiaries by .

2.1 HOW TO PUBLICIZE THE PROGRAM

will be publicized in (fill in location) by .

2.2 AUDIENCES

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

2.2.1 Primary audience:

2.2.2 Secondary audience:

2.3 MESSAGES

In all materials and events the project will be branded as from USAID and prepared by as part of the 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:

The IMaP 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.

2.4 TOOLS

The following communication tools will be used: (Answer as appropriate)

Press releases Yes / No / N/A Press conferences Yes / No / N/A Media interviews Yes / No / N/A Site visits Yes / No / N/A Success stories Yes / No / N/A Beneficiary testimonials Yes / No / N/A Professional photography Yes / No / N/A PSAs Yes / No / N/A Videos Yes / No / N/A Webcasts, e-invitations, blast e-mails, or other internet activities

Yes / No / N/A

3.1 KEY MILESTONES AND OPPORTUNITIES

The following key milestones are anticipated to generate awareness that the program is “from the American 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)

4.1 ACKNOWLEDGEMENTS

4.2 ACKNOWLEDGING USAID

The following acknowledgment will be included on external USAID 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 USAID/ Project / contract number .

4.3 ACKNOWLEDGING HOST-COUNTRY GOVERNMENTS

All 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.

4.4 ACKNOWLEDGING OTHER HOST-COUNTRY PARTNERS

Co-branding with civil society groups 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.

4.5 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

Marking Plan for the USAID/Mozambique IMaP Project

[insert name of contractor] acknowledges that it is USAID’s policy 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.

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

5.1 MARKING

5.2 MARKING PLAN FOR MATERIALS TO BE PRODUCED

Table 1 outlines the types of materials that may be produced under the USAID/Mozambique Integrated Malaria Program. 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 identity for the Integrated Malaria Program (IMaP) 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 Identity will be used for programmatic correspondence. The contractor’s 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 Contractor.”

THIS PORTION IS TO BE FILLED IN/CREATED BY THE CONTRACTOR

Marking Plan for the USAID/Mozambique IMaP Project

TABLE 1. MARKING PLAN FOR MATERIALS TO BE PRODUCED -

CHANGE AS NEEDED

Category Type of Marking Remarks Administrative

Category Type of Marking Remarks Stationery products (administrative Business)

USAID standard graphic identity will not be used.

Pertains to letterhead, envelopes, and mailing labels

Stationery products (program related)

USAID standard graphic identity will be used. Pertains to letters that accompany program materials

Business cards USAID standard graphic identity will not be used on business cards. The contractor should use its own business cards but include the line " project" on the business card.

Contractor business cards [will / will not] include the wording “USAID Contractor.”

Commodities and Equipment Commodities USAID Identity will be used Equipment USAID Identity will be used Export Packaging USAID Identity will be used

Program, project, and activity sites Office signs USAID standard graphic identity will be used to mark project offices. The contractor will follow the USAID/Mozambique signage templates.

Contractors must state when signage will be up and when it will be removed.

Visible infrastructure projects (roads, bridges, buildings, etc)

USAID standard graphic identity will be used to mark Visible infrastructure projects (roads, bridges, buildings, etc). The contractor will follow the USAID/Mozambique signage templates.

Contractors must state when signage will be up and when it will be removed.

Temporary signs USAID standard graphic identity will be used to mark temporary signs. The contractor will follow the USAID/Mozambique signage templates.

Contractors must state when signage will be up and when it will be removed.

Permanent Plaque USAID standard graphic identity will be used to mark permanent plaque.

Category Type of Marking Remarks

Public Communication that are print products Publications, reports, research results, studies, and evaluations.

The USAID identity will be printed on the cover of document. The design will follow guidelines for full branding.

Brochures, leaflets, informational, and promotional materials

Folders Success Stories Posters Banners and signs Print PSAs, newspaper supplements and other paid placements such as advertorials

Advertisements about program events / activities

Training manuals, workbooks, and guides.

Press releases, fact sheets, media advisories

Contractors will use the US Embassy / Mozambique template for press releases.

Letterhead used for program-related purposes (invitations to events etc. not for contractor admin purposes)

Public communications that are audio, visual, or electronic Web sites Videos CDs and DVDs TV PSAs PowerPoint and other program related presentations

Category Type of Marking Remarks Mass distribution electronic mail sent for program purposes (such as invitations to training events or other widely attended program related gatherings)

Radio PSAs Will include an audio tag, such as, “made possible by USAID: From the American People”

Events Training Courses The USAID identity will be prominently displayed

Conferences The USAID identity will be prominently

Seminars The USAID identity will be prominently

Briefings The USAID identity will be prominently

Exhibitions The USAID identity will be prominently

Fairs The USAID identity will be prominently

Workshops The USAID identity will be prominently

Press Conferences The USAID identity will be prominently

Invitations, press releases, publicity, media materials, presentations and handouts associated with events

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

This study/report/Web site (specify) is made possible by the generous 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.