USAID_Learns_Branding_Implementation_and_Marking

BRA

NDING IMPLEMENTATION AND

MARKING PLAN

USAID LEARNS

October 2019

Updated February 2020

2 | BRANDING IMPLEMENTATION AND MARKING PLAN USAID/VIETNAM

USAID LEARNS

TABLE OF CONTENTS

Table of Contents ..................................................................................................................... 2

Acronyms .................................................................................................................................. 3

1.0. Branding Implementation Plan .................................................................................... 4

1.1. How to Incorporate the Message ........................................................................................................ 4

1.2. Messages ..................................................................................................................................................... 4

1.3. How to Publicize the Program .............................................................................................................. 5

1.4. Tools ............................................................................................................................................................ 5

1.5. Key Milestones and Opportunities ...................................................................................................... 5

1.6. Audiences ................................................................................................................................................... 5

1.7. Acknowledgements .................................................................................................................................. 6

1.7.1. Acknowledging USAID ................................................................................................................... 6

1.7.2. Acknowledging Host-Country Governments .......................................................................... 6

1.7.3. Acknowledging Other Host-Country Partners ....................................................................... 6

1.7.4. Co-Branding with Other International Organizations ........................................................... 6

2.0. Marking Plan .................................................................................................................. 7

2.1. Marking ....................................................................................................................................................... 7

2.1.1. Marking Plan for Materials to be Produced .............................................................................. 7

able 1: Marking Plan for Materials to be Produced .......................................................................................... 7

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ACRONYMS

ADS

Automated Directive System

Contracting Officer

COR

Contracting Officer’s Representative

DOC

Development Outreach and Communication

Social Impact, Inc.

USAID

United States Agency for International Development

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The Branding Implementation and Marking Plan by Social Impact, Inc. (SI) will comply with USAID

ADS 320.3.2 “Branding and Marking in USAID Direct Contracting,” and USAID “Graphic Standards

Manual.” Per ADS 320.3.2.1, the Branding Strategy for this contract is as follows:

The activity name: “USAID Learns” is the title of this activity for public and program

materials.

1.0. BRANDING IMPLEMENTATION PLAN

Branding Implementation Plan for USAID Learns to USAID/Vietnam Contract Number

72044019C00003:

1.1. HOW TO INCORPORATE THE MESSAGE

USAID requires exclusive branding and marking in USAID direct acquisitions for USAID. SI will use

the USAID identity in the language most appropriate for the audience. SI will consult with the

USAID Contracting Officer’s Representative (COR) to finalize and clarify the local application of the

requirements.

Exclusive marking means that Social Impact, Inc. (SI) will brand any and all USAID materials, including

all activity sites, activities, public communications, structures, works products, and commodities

under this activity with the USAID identity and, if and when appropriate, with the local government

logo. SI will determine, with the COR and the Development Outreach and Communication (DOC)

team, when branding with the local government logo is appropriate.

SI will brand exclusively using the USAID identity in all materials (generally referred to as program

materials), including all programs, activities, public communications (print, audio, visual, and

electronic), studies, reports, publications, websites, structures, equipment, commodities,

promotional and informational products, and events produced and/or delivered under this contract.

This list is illustrative rather than exhaustive. All brands on USAID program materials and

communications produced under this contract will be positioned in accordance with USAID

requirements on branding. Requests for exceptions to these policies will be submitted to the USAID

Contracting Officer (CO) for approval in advance.

SI will use full USAID branding on materials and communications directed towards beneficiaries and

other external audiences, including host country citizens. The message “From the American People”

will be incorporated into communications and materials directed towards beneficiaries and other

external audiences by marking all activity materials. Examples include incorporating the message on

products, equipment, and inputs delivered; facilities where program activities are carried out;

external public communications, studies, reports, publications and informative and promotional

products; and throughout workshops, trainings, conferences, and any media activities.

1.2. MESSAGES

In all materials and events, the activity will be branded as from USAID. As such, all materials will be

fully branded and acknowledged 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.

USAID Learns 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, USAID Graphics Standards Manual

and Partner Co-Branding Guide.

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1.3. HOW TO PUBLICIZE THE PROGRAM

SI will publicize USAID Learns by branding all deliverables and materials used in project activities to

support USAID’s objective in seeking a very high level of visibility through USAID-branded public

events, high-level visits, community awareness and training activities, and media coverage. SI will not

create a logo, website, or social media pages for USAID Learns.

1.4. TOOLS

The following communication tools may be used:

• Media interviews

• Site visits

• Infographics

• Success stories

• Beneficiary testimonials

• Photographs

• Videos

• Webcasts, e-invitations, blast e-mails, or other internet activities

The contractor will coordinate with the COR and the DOC team for any possible interaction or

engagement with local and/or international media. No interaction or engagement with local and/or

international media will take place without prior notification to and approval from the COR and the

DOC team.

1.5. 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 and workshops with local partners,

• conducting field visits (as agreed) to all USAID-funded project sites to evaluate impact of

USAID supported activities;

• publishing reports,

• highlighting success stories,

• promoting final or interim reports,

• launching the program,

• announcing research findings, and

• promoting final or interim reports and communicating program impacts and overall results.

1.6. AUDIENCES

Subject to approval by USAID, USAID Learns has the following target audiences with whom it will

promote and publicize USAID support:

•

Public officials at the national, provincial, district, and local levels

•

Civil society organizations, key social leaders, and experts

• Local firms

• Local NGOs

• Internal local media as well as external media, as agreed with the COR

• The general public

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1.7. ACKNOWLEDGEMENTS

The cover or title page of all report deliverables shall include the USAID identity (or the name of the

Agency written out) prominently displayed, the Contract number, Contractor name, the publication

of issuance date of the document, document title, and author name(s) (if applicable). Descriptive

information is required whether Contractor-furnished products are submitted in paper or electronic

form.

1.7.1. ACKNOWLEDGING USAID

All communications, unless otherwise agreed in advance by the COR, will display USAID marking.

The following acknowledgment (or similar statement/disclaimer based on language in the USAID

Graphic Standards Manual and approved by the COR) will be included on external publications and

internal publications, as appropriate:

“This study/report/website (specify) is made possible by the support of the American People through

United States Agency for International Development (USAID). The content of this

study/report/website (specify) is the sole responsibility of Social Impact, Inc. and does not necessarily

reflect the views of USAID or the United States Government.”

1.7.2. ACKNOWLEDGING HOST-COUNTRY GOVERNMENTS

All USAID Learns documents will follow USAID Branding Guidelines. In the case that the host

country government is involved in an activity through technical, management, or financial support,

USAID Learns will advise the COR of their involvement and request permission to include a host

country symbol or ministry logo as necessary.

1.7.3. ACKNOWLEDGING OTHER HOST-COUNTRY PARTNERS

Co-branding with civil society groups, businesses, or other local partners will occur when these

organizations have contributed funds or technical support to the activity. Co-branding with in-

country partners may also be desirable when trying to promote local ownership and capacity

building. This co-branding must be approved by the CO in advance.

1.7.4. CO-BRANDING WITH OTHER INTERNATIONAL ORGANIZATIONS

In cases of co-branding with other international organizations, USAID’s guidelines for co-branding

will be followed, assuming the funding contributed is more than a token amount.

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2.0. MARKING PLAN

Marking Plan for USAID Learns to USAID/Vietnam Contract Number 72044019C00003.

With reference to ADS Sections 320.3.2.3 and 320.3.2.4, below is the required Marking Plan:

2.1. MARKING

SI acknowledges that it is USAID’s policy that USAID-financed programs, projects, activities, public

communications, commodities and shipping containers implemented or delivered under USAID

Learns, and activity construction sites and other project locations be suitably marked with the

USAID identity.

2.1.1. MARKING PLAN FOR MATERIALS TO BE PRODUCED

Table 1 outlines the types of materials that may be produced under USAID Learns. 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

solely for the administration of the contract, such as internal stationery products, equipment, and

offices. The goal is to mark programs and projects, and not implementing partners.

Every contract deliverable and all program materials will be marked with the USAID identity for

USAID Learns and will follow USAID design guidance for color, type, and layout in the

Graphic

Standards Manual

and Partner Co-Branding Guide as related to equipment, reports, studies, events,

and public communications (including printed products, audio, visual, and electronic materials). The

USAID identity will be used for programmatic correspondence. SI letterhead will be used for solely

administrative matters and will not have the USAID identities, brands, or logos. Business cards will

not show the USAID logo and will comply with the requirements in ADS 320.3.1.6. All contract

program and communications materials must be submitted to COR and the DOC team for approval

before production/distribution.

TABLE 1: MARKING PLAN FOR MATERIALS TO BE PRODUCED