Attachment_2_Branding_and_Marking_Template.docx

Request for Proposal (RFP) SOL-674-15-000033 Southern Africa Trade and Investment Hub

ATTACHMENT 2 – Branding and Marking Template

THIS PORTION IS CREATED BY THE CONTRACTOR

Branding Implementation Plan for the Southern Africa Trade and Investment Hub (Contract # TBD) From Requesting Office (USAID/Southern Africa)

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).

2.1 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.

2.2 AUDIENCES

Subject to approval by USAID, the Southern Africa Trade and Investment Hub Program has the following target audiences with whom it will promote and publicize USAID sponsorship:

2.2.1 Primary audience:

The primary audience for all materials and documents produced under this contract is USAID/Southern Africa.

2.2.2 Secondary audience:

The secondary audience for materials and documents produced by the Southern Africa Trade and Investment Hub includes USAID/Washington, local Southern Africa NGOs, and private sector partners.

2.3 MESSAGES

In all materials and events the project will be branded as from USAID and prepared by as part of the Southern Africa Trade and Investment Hub. 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 Southern Africa Trade and Investment Hub 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.

5.1 ACKNOWLEDGEMENTS

5.2 ACKNOWLEDGING USAID AND THE USAID LEARNING ENVIRONMENT IMPROVEMENT PROGRAM FUNDING MECHANISM

The following acknowledgment will be included on external Southern Africa Trade and Investment Hub 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 Southern Africa Trade and Investment Hub, contract number___________.

5.2 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.

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.

MARKING PLAN FOR MATERIALS TO BE PRODUCED

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 Impact Evaluation 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 Southern Africa Trade and Investment Hub

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

Administrative

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

Commodities and Equipment

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

Program, project, and activity sites

Public Communication that are print products

Brochures, leaflets, informational, and promotional materials

Folders

Success Stories

Posters

Banners and signs

Request for Proposal (RFP) SOL-674-15-000033 Southern Africa Trade and Investment Hub

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

Print PSAs, newspaper supplements and other paid placements such as advertorials

Advertisements about program events / activities

Training manuals, workbooks, and guides.

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

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

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