Attachment_J.1_-_Branding_Strategy.pdf

RFP NO. SOL-674-12-000035

Attachments

ATTACHMENT J.1 – THE BRANDING STRATEGY

1. The USAID | Government Capacity Development and Support for OVC is the project brand assigned to this contract.

2. Project Materials and Communications:

a. Audiences

The Government Capacity Development and Support for OVC Project has the following target audiences with whom it will promote and publicize USAID sponsorship:

Primary audience: The South African Government (SAG) specifically the Department of Social

Development (DSD) and other departments involved in inter-sector integration and coordination with

DSD for a multi-sector environment.

Secondary audience: Host-country officials involved in any HIV and AIDS related programs and services, and other individuals who influence uptake of services; international donor agencies; other

Bureau of Global Health cooperating agencies and contractors; and public health researchers.

b. Messages

The Government Capacity Development and Support for OVC Project focus is on providing capacity development and technical assistance support to strengthen DSD’s response in addressing the social and structural barriers that increase the vulnerability of OVC to HIV, STI and TB and to address specific social constraints hampering the social welfare system to achieve better outcomes for OVC and other vulnerable children. Messages will typically be of a technical nature – focusing on capacity building assistance – and will vary depending on the particular audiences.

c. Marking Plan for Materials to be Produced

Materials: Training materials, posters, pamphlets, fact sheets, CDs, printed and electronic bulletins, organizational operational plans, studies, reports (progress and performance monitoring), work plans, promotional materials (bookmarks, leaflets,, banners, etc.) web sites and internet based materials will incorporate the message “From the American People” and the USAID identity. For all printed material, the project will use guidance set forth in the USAID Graphic Standards Manual

(http://transition.usaid.gov/branding/USAID_Graphic_Standards_Manual.pdf). This includes such issues as the USAID and PEPFAR identities, color schemes, design and typeface for project materials. Any other materials that will be produced under the contract will be subject to branding guidelines and CTO or

Mission 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, not implementing partners. Thus, letterhead, name tags and business cards are not subject to branding.

Events: At each public event USAID support and the support from the American People will be verbally acknowledged in the following way: “This training/conference/seminar/fair/workshop is made possible by the support of the American people through the United States Agency for International

Development (USAID). The content discussed is the sole responsibility of the contractor and does not necessarily reflect the views of USAID or the US Government.”

Where appropriate, the materials and communications prepared under the project will make clear that the product was produced with the support of the U.S. Agency for International Development. This acknowledgment may not be appropriate in some program materials, for example when the materials produced must appear to be coming directly from the host-country government.

http://transition.usaid.gov/branding/USAID_Graphic_Standards_Manual.pdf

RFP NO. SOL-674-12-000035

Attachments

3. Other organizations to be acknowledged:

Host-country Governments: As the Government Capacity Development and Support for OVC

Project strives to provide support to the Department of Social Development and build local capacity and ownership, the DSD will be key partner of the project. Specific materials, plans, and guidelines that are to be positioned as coming from host-country governments are exempted from full branding requirements.

Acknowledging Other Partners: As the Government Capacity Development and Support for OVC

Project will also work in partnership with civil society, other implementing partners, grassroots organizations and private sector, recognizing contributions of partners is essential for building local capacity and increasing in-country ownership. Co-branding with civil society and private sector groups’ products will occur when these organizations have contributed funds to the activity. In all other cases, USAID approval is required for exceptions to full branding requirements.

4. Level of Visibility

The level of desired visibility for the USAID | Government Capacity Development and Support for

OVC Project is high for the service delivery component. For the technical assistance component, the level of visibility will be low because the intention of the technical assistance is for the NDOH to establish and manage OVC sites, and these must have full host-country ownership. In-country awareness of the support of the American people will be generated primarily through the following key opportunities:

At service delivery sites and through any project activities (e.g., acknowledgment at training workshops);

Success stories;

Beneficiary testimonials;

Site visits by USAID and U.S. Government officials;

Conference presentations, posters, and exhibition booths;

Launch events, when and where appropriate;

Promotion of final or interim reports; and

Communication of program impact/overall results.

It is USAID’s policy that contractors must not generate their own corporate publicity about a

USAID-funded program without first obtaining permission from the Agency. USAID should also be notified before contractors make public the findings of USAID-funded studies or reports (e.g., at conferences, public meetings).