Attachment_J.7.docx

Attachment J. 7 Branding Strategy and Branding Implementation Plan Template

BRANDING STRATEGY

How the materials and communications will be positioned:

Smart Utilities and Sector Reform Task Order 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:

Smart Utilities and Sector Reform Task Order has a moderate level of visibility within USAID with particular targeting for Economic Growth staff.

Any other organizations to be acknowledged:

Project documents will not use the contractor’s logo, but will acknowledge that the document was prepared for USAID’s Smart Utilities and Sector Reform Task Order project by [insert contractor name].

Copyrights and rights to data shall be in accordance with the clause of the contract, entitled, “Unlimited Rights Data” The MP shall enumerate all of the public communications, commodities, infrastructure projects, program materials, events, deliverables, and other items that shall be marked with the USAID identity or brand.

Copyrights and rights to data shall be in accordance with the clause of the contract, entitled, “Rights to Proposal Data (Technical)(JUN 1987)”

As stated in the Branding Policy section of the IDIQ, the contractor shall develop a detailed Branding Implementation Plan (BIP) and Marking Plan (MP). The Marking Plan may include requests for exceptions to marking requirements or programmatic reasons, to be approved by the Contracting Officer. Waivers, as defined by ADS 320, may be necessary for compelling political, safety or security concerns or if the marking shall have an adverse effect in the host country. Marking and attribution for physical structures may need to be visible as soon as work commences. If grants are authorized in a TO, the Contractor shall clearly and conspicuously state in the small grants documentation and all delivered procurement that resources for the grant have been donated by USAID and make clear that the Contractor is acting as USAID's agent. Contract deliverables to be marked with the USAID identity must follow design guidance for color, type, and layout in the Graphic Standards Manual, available at www.usaid.gov/branding, or any successor branding policy.

MARKING

Description of public communications and program materials to be produced as part of the activity that will visibly bear the USAID Identity:

1. Standard USAID Identity

2. “This project was made possible by the United States Agency for International Development and the generous support of the American People through (insert project name), Task Order No. TBD.”

BRANDING IMPLEMENTATION PLAN

NOTE: This section shall be completed by Contractor.

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

1.1 Messages

In all materials and events the project will be branded as from USAID and prepared by ___________ as part of ____. 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.” Smart Utilities and Sector Reform Task Order Task Order 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.

2.0 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:

2.1 Tools

The following communication tools will be used: CHANGE AS NEEDED

3.0 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:

· conducting assessments,

· holding training events,

· publishing reports,

· highlighting success stories,

· promoting final or interim reports, and

· communicating program impact/overall results.

4 .0 Audiences

Subject to approval by USAID, the Smart Utilities and Sector Reform Task Order Task Order has the following target audiences with whom it will promote and publicize USAID sponsorship:

4 .1 Primary Audience:

The primary audience for materials and documents produced under tasks 1-5 for this contract is USAID staff in Washington and in the field. The primary audience for materials and documents produced under task 6 is the international climate services community.

4.1.2 Secondary audience:

The secondary audience for materials and documents produced by the Smart Utilities and Sector Reform Task Order Task Order includes USAID stakeholders and non-governmental organizations, contractors, and researchers working on issues related to energy and climate change.

5.0 Acknowledgements

5.1 Acknowledging USAID

The following acknowledgment will be included on external Smart Utilities and Sector Reform Task Order Task Order 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 Smart Utilities and Sector Reform Task Order Task Order.

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 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.

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.

D.5 Marking Plan

NOTE: This section shall be completed by Contractor.

1.0 Marking

1.1 Marking Plan for Materials to Be Produced

Table 1 outlines the types of materials that may be produced under the Smart Utilities and Sector Reform Task Order Task Order. 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 ______ 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.

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/______ 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 _______ (name of organization) and do not necessarily reflect the views of USAID or the United States Government.”

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

TABLE 1. MARKING PLAN FOR MATERIALS TO BE PRODUCED

Administrative

Technical

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 for full branding (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 for full branding (if applicable)

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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