J.7_Branding_and_Marking.pdf

ATTACHMENT J- 7

MARKING AND BRANDING GUIDANCE

BRANDING – GENERAL INSTRUCTIONS

The Contractor shall prepare a Branding Implementation Plan describing how it will implement the Branding Strategy. The Branding Implementation Plan shall describe how the program will be promoted to beneficiaries and other stakeholders.

With reference to ADS Section 320.3.2.2 the Contractor shall prepare a Branding Implementation containing information substantially similar to the sample provided below:

HOW TO INCORPORATE THE MESSAGE

The Contractor 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’s Representative (COR) and Contracting Officer (CO).

MESSAGES

In all materials and events the project will be branded as from USAID and prepared by the Contractor as part of the Read Liberia 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.

The Read Liberia 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.

HOW TO PUBLICIZE THE PROGRAM, PROJECT OR ACTIVITY

This section discusses how to publicize the program and also includes a description of the communications tools to be used. Such tools may include the following: TOOLS

The following communication tools will be used: CHANGE AS NEEDED

Press releases Press conferences Media interviews Site visits Success stories Beneficiary testimonials Professional photography Public Service Announcements Videos Webcasts, e-invitations, blast e-mails, or other internet activities

KEY MILESTONES OR OPPORTUNITIES

The following key milestones or opportunities 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.

AUDIENCES

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

Primary audience:

The primary audience for all materials and documents produced by the Read Liberia project includes USAID stakeholders, Liberian Government and non-governmental organizations, researchers working on issues of early grade readings in education.

Secondary audience:

The secondary audience for materials and documents produced under this contract is USAID staff in Washington and in the field.

ACKNOWLEDGEMENTS

ACKNOWLEDGING USAID AND THE USAID FUNDING MECHANISM

The following acknowledgment will be included on external USAID Liberia 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 the (Contractor) for the Read Liberia Project.

ACKNOWLEDGING HOST-COUNTRY GOVERNMENTS

All Read Liberia 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 direct their inclusion as necessary.

ACKNOWLEDGING OTHER HOST-COUNTRY PARTNERS

When products are fully funded by USAID, CO approval is required for any exceptions to full branding requirements. However, 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.

MARKING - GENERAL INSTRUCTIONS

The Contractor shall also prepare a Marking Plan that will enumerate all of the public communications, commodities and program materials that visibly bear or will be marked with the USAID identity. Contract deliverables to be marked with the USAID Identity must follow design guidance for color, type, and layout in the USAID Graphics Standard Manual.

With reference to ADS Sections 320.3.2.3 and 320.3.2.4 the Contractor shall prepare a Marking Plan containing information substantially similar to the sample provided below:

Marking Plan for the Read Liberia Project Number SOL-669-17-000004

From Requesting Office USAID Liberia Education Office

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

MARKING

MARKING PLAN FOR MATERIALS TO BE PRODUCED

Table 1 outlines the types of materials that may be produced under the USAID Read Liberia 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 as USAID-supported, and not implementing partners. Every contract deliverable that is marked with the USAID identity for the Read Liberia 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. The Contractor Letterhead will be used for administrative matters and will not have the USAID logo. Business cards will not show the USAID logo.

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/publication, Website is made possible by the support of the American People through the United States Agency for International Development (USAID.) The contents of this study/report/publication, Website are the sole responsibility of the Contractor and do not necessarily reflect the views of USAID or the United States Government.”

Marking Requirements for the Read Liberia Project Number SOL-669-17-000004

From Requesting Office USAID Liberia Education Office

With reference to ADS Section 320.3.2.2, below is the required Marking Plan:

TABLE 1. MARKING PLAN FOR MATERIALS TO BE PRODUCED - CHANGE AS

NEEDED

Category Type of Marking Remarks Administrative Stationery products (administrative Business)

USAID standard graphic identity will not be used.

Pertains to letterhead, envelops, 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 "Read Liberia project" on the business card.

Office signs USAID standard graphic identity will not be used to mark project offices.

Project deliverables Follows USAID Graphics Standard Manual guidelines for full branding

Website Follows USAID Graphics Standard Manual guidelines for full branding (If applicable)

Technical Technical reports and studies

The USAID identity will be printed on the cover of documents; design follows USAID Graphics Standard Manual guidelines for full branding unless co-branding is acceptable or an exception is granted for no branding.

Briefing papers, memoranda, and policy recommendations

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

TABLE 1. MARKING PLAN FOR MATERIALS TO BE PRODUCED - CHANGE AS

NEEDED

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

Follows USAID Graphics Standard Manual guidelines (if applicable)

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

Follows USAID Graphics Standard Manual guidelines (if applicable)

Training materials and manuals

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

CDs-ROM The USAID identity will be printed on the CD label, splash screen/menu, and packaging;

design follows guidelines for full branding unless co-branding or no co-branding is approved

PowerPoint presentations

The USAID identity is required on title breaker slides; design follows guidelines for the full branding unless co-branding or no co-branding is approved.

Conference posters and presentations

The USAID identity will be printed on the poster or presentation; design follows guidelines for professional meetings or full branding unless co-branding or no co-

TABLE 1. MARKING PLAN FOR MATERIALS TO BE PRODUCED - CHANGE AS

NEEDED

Category Type of Marking Remarks Videos Not applicable Program materials Not applicable Technical web portal Follows guidelines for co-branding; the

USAID identity will be included on the homepage and sub-pages as appropriate

Individual documents included on the portal will be branded as appropriate.

Promotional Event signs, banners, and exhibition booths materials

The USAID identity will be printed on the materials; design follows guidelines for full branding unless co-branding or no co-

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.

Materials for policy launch

Not applicable

Materials for site visits

Not applicable

Commodities Not applicable

MARKING - GENERAL INSTRUCTIONS