BRANDING STRATEGY AND MARKING PLAN PACTE-VIH Regional HIV/AIDS Prevention and Care Project in the West Africa Region Cooperative Agreement No. AID 624-A-12-00006 Overview FHI 360 s branding strategy and marking plan for Cooperative Agreement No. AID 624-A-12-00006 has been developed to guide FHI 360 and its partners in ensuring full compliance with USAID branding and marking requirements. The strategy and plan are rooted in adherence to basic principles of fairness and appreciation in ensuring that USAID and the American people are publicly and visibly acknowledged and credited for support provided to the program. The Regional HIV/AIDS Care and Prevention Project in West Africa, has the primary goal of addressing critical gaps in HIV programming in the region by strategically targeting interventions that build government political will and resources to engage key stakeholders including donors and civil society organizations to support programs that are evidence-based, adaptable, replicable and transferrable throughout the region. The project, which initially focuses on Burkina Faso and Togo, is being implemented by FHI 360 in collaboration with four local partner Non-Governmental Organizations (NGOs) to achieve the following four major strategic objectives: Develop a scalable, replicable model for Burkina Faso and Togo that can be adapted in the region for the provision of essential and comprehensive prevention and support services for MARP Create an enabling environment for optimized HIV prevention among most at risk populations in Burkina Faso and Provide technical assistance to selected CCMs and Global Fund Principal Applicants and sub-applicants to strengthen application submissions and improve the quality of prevention programming with a specific emphasis on MARP
Develop a communication strategy to disseminate program data to key stakeholders. The branding strategy presented here includes a Branding Strategy and a Marking Plan, which follow USAID s Revised and Expanded ADS Chapter 320.3.3 on Branding and Marking for assistance awards (Revision Date 05/05/09), as well as the Acquisition and Assistance Policy Directive (AAPD) AAPD 05-11 Marking Under Assistance Instruments. The Branding Strategy will follow the requirements as outlined broadly in 22 C.F.R 226.91. All branding and marking requirements will flow down to all sub-awardees, ensuring that project activities on all levels feature USAID s Identity and message. Questions regarding FHI 360 s Branding Strategy and Marking Plan should be directed to FHI 360 s Chief of Party for PACTE-VIH, Virginie Ettiegne Traore, vetraore@fhi360.org. Branding Strategy Program name FHI 360 has decided on PACTE-VIH as the name of the program. Pacte in French means agreement and signifies the collaboration between all stakeholders in the project. PACTE is also an acronym for Projet régional pour Prévenir et Agir pour Controller, Traiter, et Endiguer le VIH». The tagline for the project will be : Pour une réponse innovante au VIH en Afrique de l Ouest. Program Logo FHI 360 s design team devised a logo for the project, which has been approved by USAID. The logo shows two hands coming together signifying how the project will work in partnership with all stakeholders: government, regional bodies, local NGOs, beneficiaries. The hands also signify the generous helping hand and support of the American people towards this project. Program positioning FHI 360 will seek to ensure that the USAID identity and the support of the American people are given high visibility at all levels of the program. FHI 360 will be careful to mention in all public and private forums including meetings and workshops that the program is fully supported by USAID. Branding and Marking Page 2 of 9
Program communications and publicity All external communications regarding the program will acknowledge USAID support in a highly visible manner through the inclusion of the USAID logo as well as written and verbal acknowledgement of USAID support. PACTE-VIH products and activities may be co-branded with FHI 360 and sub partner logos where appropriate; but,, branding may acknowledge other organizations deemed as partners of an event or deliverable, e.g. Government, Ministry of Health,PNLS,CNLS of the focus countries :Burkina Faso and Togo In addition, FHI360 will work closely with the USAID/WA Health Office in terms of communication and give USAID/WA the opportunity to review press releases, notification about events, event branding and marking. Success stories and project photos will be submitted at least quarterly. Program Launch There will be a project launch in both Burkina Faso and Togo in early February 2013 where the project will be introduced to government agencies, non-governmental organizations, national and local press, communities and beneficiaries. The USAID logo will be prominently displayed at the launch. Acknowledgment will be made at the launch to the generous support of the American people. Monitoring of partner branding and marking compliance USAID branding and marking requirements flow down to partners via the standard relevant provision that is included in all FHI 360 sub-agreements. The partner s signature on the grant agreement and/or modifications acknowledges awareness of, and agreement to comply with branding and marking requirements.. FHI 360 will then provide ongoing monitoring and support to ensure partners compliance with the branding and marking requirements.. In accordance with USAID branding and marking guidance, FHI 360 will monitor compliance of proper branding and marking throughout the duration of the program. Marking Plan FHI 360 s marking plan complies with the requirement that all overseas programs, projects, activities, public communications, and commodities partially or fully funded by USAID be visibly marked with the USAID identity and logo, and whenever possible the phrase From the American People. As per USAID guidelines, FHI 360 understands public communications to be defined as all documents and messages intended for distribution to audiences external to FHI 360, including program-related correspondence, publications, reports, brochures, pamphlets, fact sheets, audio-visual products, applications, forms, promotional materials, and program-related web pages, as well as program sites, training courses, conferences, exhibitions, seminars, and other program-related activities or communications funded by USAID. Branding and Marking Page 3 of 9
When the USAID logo cannot be displayed visually, FHI 360 and its partners under this program will seek to acknowledge USAID support verbally. Marking will not be applied in the following cases: Communications and commodities that are purely administrative in nature and purely for internal use Business cards and other personally identifying materials Programs, projects, activities, public communications, and commodities not funded, even in part, by USAID Project vehicles FHI 360 complies with and instructs partners to comply with the requirement that any public communication funded by USAID in which the content has not been approved by USAID, must include the following disclaimer: This [specify product] is made possible by the generous support of the American people through the United States Agency for International Development (USAID). The contents are the responsibility of [name of organization] and do not necessarily reflect the views of USAID or the United States Government. The Marking Plan includes the following elements: Project communication and publicity materials will have the USAID identity, project name and logo and FHI360 logo printed on them. This includes reports, brochures, CD-Rom covers, posters, fact sheets, guidelines, training materials, curricula, print articles on project activities, electronic content on project activities (via website and public service announcements), audiovisual presentations (PowerPoint, etc), external correspondence and press releases. It also includes lesser communications, such as certificates awarded for completing various trainings or activities. PowerPoint presentation will feature the USAID identity, project name and logo and FHI360 logo on each slide. Technical reports, study findings, public memoranda, briefing papers and other publications will exclusively feature the USAID identity, project name and logo and FHI360 logo on the front cover of the final version. This includes regular project reporting to USAID, reports on findings from the Situation Analyses, etc. Training materials will exclusively feature the USAID identity, project name and logo and FHI360 logo on the front cover or at the top of the page. Project sites (e.g. drop in centers) will feature a poster, plaque or other semi-permanent marker with USAID logo to reflect USG support to the facility, as well as the project logo. Branding and Marking Page 4 of 9
Events, workshops and trainings will feature USAID, PACTE-VIH and FHI360 identity prominently. This includes press conferences and media activities, as well as launches of new interventions, public educational forums, workshops, trainings, meetings to share program findings, and ceremonial/cultural activities. Equipment will sport stickers and labels with the USAID identity and message, wherever feasible in addition to the project logo. This includes surfaces of computers at the FHI 360 PACTE-VIH office in Accra, as well as computers in the offices of implementing partners in Burkina Faso and Togo, and large office supplies and field equipment. It also includes the three project vehicles. Identifying clothing (e.g., T-shirts and caps) provided to community volunteers as a nonmonetary incentive will include the USAID, PACTE-VIH and FHI360 logos. Business cards will be designed to promote the program in the most effective way and will include the project and FHI360 logos. Business cards of the project personnel will not display the USAID logo. Stationary used for administrative purposes related to the project will include the name of the project, as well as the FHI 360 identity. Stationary used for communication is on behalf of project activities that are fully supported by USAID will use the USAID Identity, project name and FHI360 logo. For example, if we are inviting participants to a PACTE-VIH technical meeting, we will use letterhead with the USAID Identity. Table 1: Marked Deliverables Deliverable Type of Mark Where Mark Will Be Project communication and publicity materials Technical reports, study findings, public memoranda, briefing papers and other publications PACTE-VIH brochures, reports, posters etc submitted to the donor will be branded with USAID and PACTE-VIH logos. The appropriate logos will appear on the report cover, according to USAID marking guidelines as specified in AAPD 05-11. PACTE-VIH reports and studies will have the USAID and PACTE-VHI logos featured prominently.fhi360 will only appear where appropriate. On the report covers. The USAID logo will be on the left hand side. On the report covers. Project sites Poster or plaque On the poster or plaque or other semipermanent marker Events, FHI 360 will use a banner that prominently On banner, workshop Branding and Marking Page 5 of 9
workshops and trainings Equipment Identifying clothing Business cards displays USAID and PACTE-VIH logos for workshops and trainings. USAID support for the activity will also be acknowledged by placing the USAID and PACTE-VIH logos on event invitations and/or the first page of workshop materials provided that the USAID logo is on the top or bottom left of the page. Both the USAID and PACTE-VIH logos will also be included on all power point slides that are presented to participants.fhi360 logo will only appear where appropriate FHI 360 will place USAID logo stickers and project logo on project equipment T-shirts and caps designed for the project will feature USAID and PACTE-VIH logos Business cards will only include FHI360 and the PACTE-VIH logo materials, slide presentations On project funded computers, vehicles and other large equipment On t-shirts and caps No USAID logo Advertorials USAID guidelines will be applied Press reports Branding according to USAID guidelines with visibility proportion of 5/7 for USAID and 2/7 for Project logo and FHI360 logo Corporate sign Display FHI360 in a prominent position, display USAID in secondary position using the words USAID Project. Here USAID is displayed second to distinguish between FHI360 Offices and USAID administrative offices Office identification No USAID marking Here the USAID logo is avoided to distinguinsh between FHI360 staff and USAID staff Vehicles FHI360 and project logo only For security reasons and avoid staff members vulnerability. Presentations FHI360 template and Project logo with USAID Here the USAID logo is Branding and Marking Page 6 of 9
Paper header logo minimized FHI360 and Project logo minimized to express the support has been developed by FHI360 within a USAID project Here the USAID logo is absent to avoid confusion with an official USAID document SMS push No branding The nature of the media (limited at 160 characters) does not permits branding.however the media to which the SMS re-directs (ex.website) will include USAID indentification. Press Kits A portion of the document will detail the USAID contribution to the project Formatting For publications, the USAID logo will be displayed on the front cover, in the upper-left area of the publication. Professional publications will be produced in accordance with the USAID Graphic Standards Manual guidance. The USAID logo will appear in its entirety and will not be recreated or presented in separate elements or in any other color scheme (except black and white, when the remainder of the document is also in black and white) or proportions than those provided by USAID. If logos are used on a website, the appropriate formatting and on-screen logos will be used in accordance with the guidance provided in the USAID Graphic Standards Manual. Marking cost implications The cost of marking most printed materials is absorbed in the cost of materials development and printing. In cases where incorporation of the logo is not possible in the printing process, FHI 360 will purchase and keep on hand USAID logo stickers that can be applied post-production. Partners branding and marking costs are negotiated during the award process and are incorporated agreement budgets. Estimated costs for marking and branding FHI 360 s program are shown below. Branding and Marking Page 7 of 9
Deliverables to be marked with USAID Identity Type of marking Location of marking Unit Cost Est. Quantity Est. Total Program communication and publicity materials Reports USAID Identity imprint First logo, far left N/A cost included in production of materials Brochures USAID Identity imprint First logo, far left N/A cost included in production of materials Posters USAID Identity imprint First logo, far left N/A cost included in production of materials Fact sheets USAID Identity imprint First logo, far left N/A cost included in production of materials Guidelines USAID Identity imprint First logo, far left N/A cost included in production of materials Training materials USAID Identity imprint First logo, far left N/A cost included in production of materials Print articles on project activities USAID Identity imprint First logo, far left N/A cost included in production of materials Electronic content on project activities USAID Identity imprint First logo, far left N/A cost included in production of materials Electronic CD and DVD resources USAID Identity imprint First logo, far left N/A cost included in production of materials Audio visual presentations USAID Identity imprint First logo, far left N/A cost included in production of materials External correspondence USAID Identity imprint First logo, far left N/A cost included in production of materials News releases USAID Identity imprint First logo, far left N/A cost included in production of materials Project Letterheads (communication with external partners) USAID Identity imprint First logo, far left N/A cost included in production of materials Commodities Public signage at service delivery sites USAID Identity imprint One plaque for each site first logo, far left $100.00 10 $1,000.00 Project signage for offices USAID Identity imprint One sign/plaque for each office first logo, far left $150.00 2 $300.00 Equipment Computers USAID Identity adhesive label On surface of computers (2 stickers each), all project computers (including project partners and subrecipients) $0.50 20 $10.00 Large Office Supplies (e.g. desks, chairs, bookshelves, filing cabinets) Large Office Equipment (eg. printers, photocopiers, fax machines, scanners) USAID Identity adhesive label USAID Identity adhesive label On surface of supplies, all large office supplies (including project partners and subrecipients) On surface of equipment, all large office equipment (including project partners and subrecipients) $0.50 20 $10.00 $0.50 10 $5.00
Deliverables to be marked with USAID Identity Type of marking Location of marking Unit Cost Est. Quantity Est. Total Program communication and publicity materials Events Podiums USAID Identity imprint Front surface of podium, all project events $50.00 2 $100.00 Banners USAID Identity imprint Behind the podium and/or entrance of event venue first logo, far left $100.00 10 $1,000.00 Folders USAID Identity imprint First logo, far left N/A cost included in production of materials Name tags USAID Identity imprint First logo, far left N/A cost included in production of materials Award certificates USAID Identity imprint First logo, far left N/A cost included in production of materials Items not to be marked with USAID Project vehicles FHI 360 and Project logo On the vehicles $10 5 $ 50 Project staff business cards FHI 360 and Project logo $50 9 $ 450 Waivers and presumptive exceptions FHI 360 has not identified any circumstances in which a waiver or presumptive exception would apply at this time. If in the future any such circumstances develop, FHI 360 will ensure that a request for approval is submitted to the Agreement Officer (for presumptive exceptions) or the Principal Officer (for waivers), in which FHI 360 would detail the circumstances and rationale for the waiver or presumptive exception and the specific requirements to be waived. Branding and Marking Page 9 of 9