WEST AFRICA BIODIVERSITY AND CLIMATE CHANGE (WA-BICC)
BRANDING AND MARKING PLAN (BMP)
This report is made possible by the generous support of the American People through the United States Agency for International Development (USAID). The contents of this report are the sole responsibility of its authors and do not necessarily reflect the views of USAID or the United States Government.
This publication was produced for the United States Agency for International Development by Tetra Tech ARD, through a Task Order under the Restoring the Environment through Prosperity, Livelihoods, and Conserving Ecosystems (REPLACE) Indefinite Quantity Contract (USAID Contract No. AID-OAA-I-13-00058, Order Number AID-624-TO-15-00002).
Tetra Tech ARD Contacts:
Stephen Kelleher Chief of Party West Africa Biodiversity and Climate Change (WA-BiCC) Accra, Ghana Tel.: +233 (0) 302 788 600/601 Email: [email protected]
Matthew Edwardsen Project Manager Arlington, Virginia Tel.: 703.387.2110 Email: [email protected]
Cover Photo: Forest understory, Ghana, 2014.
BRANDING AND MARKING PLAN
WEST AFRICA BIODIVERSITY AND CLIMATE CHANGE (WA-BiCC)
JUNE 2015 REVISED JANUARY 2016
DISCLAIMER
The author’s views expressed in this publication do not necessarily reflect the views of the United States Agency for International Development or the United States Government.
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TABLE OF CONTENTS
TABLE OF CONTENTS .................................................................................................... I 1.0 BRANDING STRATEGY ........................................................................................... 1 1.1 TARGET AUDIENCE ........................................................................................................................... 1 1.2 PUBLIC COMMUNICATIONS .......................................................................................................... 2 1.3 KEY EVENTS AND MILESTONES .................................................................................................... 2 2.0 MARKING PLAN ........................................................................................................ 4 2.1 PROJECT NAME AND CONTRACT NUMBER ........................................................................... 4 2.2 DISCLAIMER........................................................................................................................................... 4 2.3 MARKING REQUIREMENTS FOR CONTRACT DELIVERABLES ........................................... 4 2.4 PROGRAM AND ACTIVITY MARKING ........................................................................................ 4 2.5 PUBLIC PRINT COMMUNICATIONS MARKING....................................................................... 5 2.6 PUBLIC MULTIMEDIA COMMUNICATIONS MARKING ......................................................... 5 2.7 EVENT MARKING ................................................................................................................................ 6 2.8 CO-BRANDING WITH REGIONAL ORGANIZATIONS ......................................................... 6 2.9 GRANTS UNDER CONTRACT ....................................................................................................... 6 2.10 CONTENT PROVISION AND RIGHT OF REVIEW ................................................................... 7
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1.0 BRANDING STRATEGY
Pursuant to Sections L.5 of the West Africa Biodiversity and Climate Change (WA-BiCC) Request for Task Order Proposal (RFTOP), the purpose of the branding strategy is to ensure that:
1. WA-BiCC credits the contribution of the American People and communicates the purpose of U.S. assistance to beneficiaries;
2. WA-BiCC identifies and positions communication materials with project images appropriately to the target audiences;
3. WA-BiCC achieves the desired level of visibility for both direct and indirect beneficiaries;
4. WA-BiCC properly acknowledges other institutions and organizations involved in the project; and
5. Subcontractors, grantees, and consultants associated with this project are managed and supervised by Tetra Tech ARD to ensure compliance with all elements of this branding strategy.
Tetra Tech ARD is fully cognizant of the requirements of ADS 320.3.2.2 and 320.3.2.3 addressing branding and marking requirements for contractors, and has successfully implemented branding and marking strategies on numerous USAID programs. We are committed to working with USAID to retain its unique identity as America’s “good news story” and making U.S. foreign assistance efforts more visible and better known at home in the United States and in the countries where we will be implementing future work under the project.
The communications materials prepared under this project will make clear that they were produced with the support of the U.S. Agency for International Development and display Agency branding in accordance with Automated Directives System (ADS) Chapter 320 and the Graphic Standards Manual. Tetra Tech ARD will assess politically sensitive elements of the project on a case-by-case basis and request any necessary exceptions from the marking requirements in accordance with ADS 320.3.2.
Pursuant to ADS 320.3.2.2, Tetra Tech ARD will implement the following Branding Implementation Plan (BIP) for the USAID West Africa Biodiversity and Climate Change project. The WA-BiCC BIP describes how USAID and the project will be promoted to beneficiaries and host-country citizens. It outlines the events, tools, milestones, and materials to be organized and produced to assist USAID in delivering the message that the assistance is from the American people.
1.1 TARGET AUDIENCE
WA-BiCC will support a number of existing regional institutions and networks through the provision of technical assistance and financial support. Some of the deliverables, achievements, and events will target external audiences while others will seek to strengthen WA-BiCC partners’ capacity (e.g., Economic Community of West African States [ECOWAS], Abidjan Convention Secretariat, Mano River Union [MRU]) and support specific initiatives (e.g., some grants under contract recipients).
WA-BiCC will be promoted by Tetra Tech ARD to the following target audiences:
• Primary audience: West African national, regional and localgovernments; ECOWAS; MRU member countries; Abidjan Convention Secretariat; Agrometeorology, Hydrology, Meteorology Regional Center (AGRHYMET);; and local beneficiaries.
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• Secondary audience: CGIAR programs; International Union for the Conservation of Nature (IUCN) and regional conservation bodies within the Convention on Biological Diversity (CBD); donor fora; private sector fora; and networks of nongovernmental organizations (NGOs), universities, civil society, and journalists.
1.2 PUBLIC COMMUNICATIONS
WA-BiCC will generate awareness about USAID assistance through the following public communications tools (this list is illustrative and not exhaustive):
• Program activities, such as workshops, conferences, special events, and training;
• Program brochures, briefs and other outreach materials;
• Beneficiary testimonials;
• Site visits by USAID/West Africa, bilateral missions, U.S. government (USG) officials as well as regional, national, and local institutions;
• Professional photography of program events and visits by top government officials;
• Conference presentations, posters, and exhibition booths;
• Audio-visual materials, such as radio dramas, radio call-in shows, pop music campaigns, videos, television episodes, CDs and DVDs, and PowerPoint presentations;
• Press releases;
• Public dissemination of project-funded research studies, guides, and methodologies; and
• Promotion of quarterly, annual, and final reports.
1.3 KEY EVENTS AND MILESTONES
The key events, milestones, and opportunities that Tetra Tech ARD anticipates to generate awareness that WA-BiCC is from the American people include:
• Announcing research findings;
• Publishing reports or studies;
• Policies, laws, and regulations on wildlife trafficking, coastal adaptation, and environmental governance; generated with WA BiCC support;
• Establishing local, national, or regional networks for improved communication, coordination, and knowledge sharing;
• Disseminating best practices, such as in community-based forest and mangrove conservation and management and fisheries;
• Highlighting success stories, such as from beneficiaries in target landscapes and site selections and grantees;
• Featuring beneficiaries from targeted landscapes and site selections as spokespeople;
• Showcasing before-and-after photographs;
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• Announcing best conservation campaign and journalistic awards;
• Securing endorsements from institutional partners, government ministries, local organizations, or the private sector;
• Promoting quarterly, annual, and final reports; and
• Communicating program impact/overall results.
All key events in partnership with regional institutions and governments will be co-branded to develop ownership on the part of regional partners and governments.
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2.0 MARKING PLAN
Tetra Tech ARD will implement a Marking Plan (MP) to identify the public communications materials, commodities, project materials, and other items that will be marked with the USAID Identity under this contract.
2.1 PROJECT NAME AND CONTRACT NUMBER
The official name of the activity is West Africa Biodiversity and Climate Change (WA-BiCC). The contract number for this activity is USAID Contract No. AID-OAA-I-13-00058, Order Number AID-624-TO-15-00002. The project name will be used for all communications and programmatic materials generated by the activity, external and internal. The contract number will be included on all deliverables and programmatic materials, as appropriate.
2.2 DISCLAIMER
The following disclaimer will be included in all external programmatic studies, reports, publications, websites, and all informational and promotional products not authored, reviewed, or edited by USAID:
This {….} is made possible by the generous support of the American People through the United States Agency for International Development (USAID). The contents of this {….} are the sole responsibility of its authors and do not necessarily reflect the views of USAID or the United States Government.
Tetra Tech ARD is aware of and will facilitate USAID’s right to request preproduction review of public communications and project materials for compliance with the USAID Graphic Standards Manual and the approved MP.
2.3 MARKING REQUIREMENTS FOR CONTRACT DELIVERABLES
WA-BiCC contract deliverables, such as the Annual Work Plan, annual Coordination Committee meetings, and Environmental Mitigation and Management Plan (EMMP), will be marked with the USAID Identity in accordance with the design guidance for color, type, and layout in the Graphic Standards Manual. Tetra Tech ARD will not mark corporate identifies or logos on USAID-funded project materials and communications, unless specified in ADS 320 or approved in advance by the Contracting Officer’s Representative (COR).
In addition to the standard USAID disclaimer (above), the deliverables will include the contract number, as well as the following language on the front cover, left justified: “This publication was produced for review by the United States Agency for International Development. It was prepared by Tetra Tech ARD.”
2.4 PROGRAM AND ACTIVITY MARKING
Programs and activity sites financed by the project, including pilot projects and visible infrastructure projects, will prominently display the USAID Identity. Temporary signs will be erected early in the construction or implementation phase. When construction or implementation is complete, Tetra Tech ARD will install an appropriate permanent, durable, and visible sign and/or plaque with USAID marking.
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2.5 PUBLIC PRINT COMMUNICATIONS MARKING
Printed public communications products financed by the project will prominently display the USAID Identity. These communications include, but are not limited to, the following expected materials under WA-BiCC. This list is illustrative but specifically includes all training materials, studies, reports, tools, and assignments carried out under the set of core activities described in the WA-BiCC contract.
• Reports, such as climate vulnerability, mangrove status, and REDD+ readiness assessments;
• Research results, studies, and evaluations;
• Brochures, leaflets, informational, and promotional materials;
• Success stories, such as of grantees;
• Print public service announcements (PSAs), newspaper supplements, and other paid placements such as advertorials;
• (Non-administrative) advertisements about program events/activities;
• Training manuals, workbooks, and guides;
• Letterhead used for project-related purposes (invitations to events, etc.), as opposed to contractor administrative purposes; and
• Other forms of print communications; for example, publications, folders, posters, banners, and signs.
When applicable, these communications materials will be co-branded with local and regional partners. Subcontractors including Palladium (formerly Development and Training Services (dTS)), the Center for International Earth Science Information Network (CIESIN), PCI Media Impact (PCI), Wetlands International Africa (WIA), and Pact are restricted from co-branding and subject to the branding requirements of the prime contractor, Tetra Tech ARD.
2.6 PUBLIC MULTIMEDIA COMMUNICATIONS MARKING
Public audio, visual, or electronic communications financed by WA-BiCC will prominently display the USAID Identity. An illustrative list of multimedia communication tools include:
• WA-BiCC website (to be developed);
• Videos;
• CDs and DVDs;
• TV PSAs;
• PowerPoint and other project-related presentations;
• Mass distribution electronic mail sent for project purposes, such as invitations to training events or other widely attended project-related gatherings; and
• Radio PSAs, drama shows, and call-in shows, which must include an audio tag, such as “made possible by USAID: From the American people.”
• Social media such as Facebook, Twitter, WhatsApp, etc.
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2.7 EVENT MARKING
Events financed by the project will prominently display the USAID Identity. Tetra Tech will apply USAID marking at the following illustrative events (additional opportunities are expected to evolve and develop as implementation of the project progresses).
• Training courses: examples include training on the Convention on International Trade in Endangered Species (CITES), organizational capacity development, and climate and geospatial information;
• Conferences: an example is the annual regional best practices in combatting wildlife trafficking conference;
• Other events: examples include seminars, briefings, exhibitions, fairs, workshops, press conferences, public meetings, and activities; and
• Event materials: examples include invitations, press releases, publicity, media materials, and presentations and handouts associated with these events that are produced under the contract.
2.8 CO-BRANDING WITH REGIONAL ORGANIZATIONS
Regional organizations including ECOWAS, the MRU and the Abidjan Convention are core regional partners in the implementation of the WA-BiCC project. As multilateral partners, branding and marking with them will be treated in the same manner as host governments. Per ADS 320.3.2,”Exclusive Marking means contractors may only mark USAID-funded programs, projects, activities, public communications, and commodities with the USAID Standard Graphic Identity and, where applicable, the host-country government or ministry symbol or another U.S. Government logo (see 320.3.5.1 and 320.3.5.2). Therefore, public communications materials co-produced with support or for the benefit of these partners will be co-branded with the USAID Identity and the identity of the multilateral partner(s). Example guidelines for this co-branding might include:
• Collateral produced by ECOWAS, MRU, or Abidjan Convention as part of the coastal conservation, reduction in wildlife trafficking, and reduction in deforestation, degradation, and biodiversity campaigns will display co-branding with the USAID Identity.
• Written products such as guidance, workbooks, manuals, presentation decks, infographics, brochures, and case studies co-developed with ECOWAS, MRU or Abidjan Convention will include the USAID Identity first from the left in accordance with ADS 320.3.2 and the logo of partner organizations on the lower right cover or inside cover.
This Branding and Marketing Plan serves as a template for the type of branding to be used for a variety of program reports, publications, manuals, and other written documents. Subcontractors to Tetra Tech ARD are restricted from all co-branding. Further guidelines on co-branding are included in Table 1.
2.9 GRANTS UNDER CONTRACT
WA-BiCC will issue up to US $13.5 million in grants under contract over the five years of program implementation. Recipient of grants under contract are subject to branding and marking requirements as set forth in ADS 320.3.3. Examples and guidelines for co-branded materials include:
• Research reports, case studies, and other technical deliverables that are developed under the grants under contract mechanism will display co-branding with equal size and prominence as the USAID Identity, in the upper right corner, lower right corner, or on the inside cover as deemed appropriate. These materials will include, on the inside cover, the written statement as follows:
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“This {….} is made possible by the support of the American People through the United States Agency for International Development (USAID). The contents of this {….} are the sole responsibility of Tetra Tech ARD and do not necessarily reflect the views of USAID or the United States Government.”
• Trainings, workshops, and other community, national, and regional events that are supported through grants under contract will prominently display the USAID Identity on signage and training materials.
• Collateral produced by local NGOs and community-based organizations as part of the coastal conservation reduction in wildlife trafficking, and reduction in deforestation, degradation, and biodiversity campaigns will display co-branding with the USAID Identity.
2.10 CONTENT PROVISION AND RIGHT OF REVIEW
Studies, reports, publications, websites, press releases, fact sheets, media advisories1 and all informational and promotional products prepared by Tetra Tech ARD and not authored, reviewed, or edited by USAID will contain the USAID disclaimer:
“This {….} is made possible by the support of the American People through the United States Agency for International Development (USAID). The contents of this {….} are the sole responsibility of Tetra Tech ARD and do not necessarily reflect the views of USAID or the United States Government.”
Tetra Tech ARD is aware of and will facilitate USAID’s right to request preproduction review of public communications and program materials for compliance with the USAID Graphic Standards Manual and the approved Marking Plan.
The table below presents the marking guidelines for the various types of WA-BiCC materials.
Table 1: Marking Guidelines for WA-BiCC Materials
Category Type of Marking Notes ADMINISTRATIVE Stationery products (letterhead, envelopes, mailing labels, fax coversheets, etc.)
Tetra Tech ARD Identity USAID Identity not permitted
Used for strictly administrative purposes and internal communications
Business cards Program Name, Tetra Tech ARD Identity with a note that Tetra Tech ARD is a Contractor to USAID
Additional guidance on branding is forthcoming from USAID and will be followed accordingly.
Office signs Program name with Tetra Tech ARD Identity
“Implemented by Tetra Tech ARD” will be added below program name.
Contract deliverables (Monthly, Quarterly, and Annual Reports; Work Plans; M&E Reports)
Exclusive Branding* with Disclaimer
Notecards and folders Tetra Tech ARD Identity USAID Identity not permitted
Used for administrative purposes
Vehicles and equipment funded by USAID and used for non-administrative purposes
No branding
1 The U.S. Ambassador or Public Affairs Officer may request these materials (press releases, fact
sheets, and media advisories) be distributed on U.S. Embassy letterhead in which case Tetra Tech ARD will seek further guidance on the use of the disclaimer.
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Category Type of Marking Notes PROGRAMMATIC Stationery products (letterhead, envelopes, mailing labels, fax coversheets)
Program name with Tetra Tech ARD Identity
Used for programmatic purposes and external communications
Project sites financed by USAID, including visible infrastructure projects
Exclusive Branding Co-branded with grant recipients when applicable**
Special promotional materials (pens, T-shirts, USBs, etc.)
Exclusive Branding Co-branded with grant recipients when applicable
Public print communications (publications, reports, research studies, evaluations, methodologies, one-pagers, executive summaries, manuals, brochures, leaflets, folders, success stories, posters, banners and signs, print PSAs, newspaper supplements, non-administrative advertisements, training materials, workbooks)
Exclusive Branding with Disclaimer Co-branded with grant recipients when applicable
Program-funded website Program name. Exclusive Branding with Disclaimer
Will seek guidance from USAID/West Africa and approval from the Website Governance Board for this new website.
Program website(s) co-funded or hosted by local partners
Exempt from USAID Branding, as it would undermine institutional and/or host-country ownership
Possible technical support to partners including Wetlands International Africa
Press materials (press releases, fact sheets, media advisories)
Exclusive Branding with Disclaimer
All press materials must be coordinated through USAID/West Africa
Briefing papers and policy recommendations
Exclusive Branding with Disclaimer
Government policies, strategies, guidelines or other materials positioned as being by and from institutional partners and host-country governments
Exempt from USAID Branding, as it would undermine institutional and/or host-country ownership
WA-BiCC strategies, guidelines or other materials positioned as being from the institutional partner and/or host-country
Exempt from USAID Branding, as it would undermine institutional and/or host-country ownership or co-branding with Disclaimer
With CO approval may be exempt*** from USAID branding if it would undermined institutional and/or host-country government ownership, as per ADS 320.3.2.5
Public communications co-funded by other donor organizations, such as World Bank, UN Habitat, etc.
Co-branding with Disclaimer
Public communications that are audio, visual, or electronic (videos, CDs and DVDs, TV PSAs, PowerPoint Presentations, mass distribution electronic mail, invitations to events, radio PSAs)
Exclusive Branding with Disclaimer Co-branding with sub-grantees when applicable
Events (training courses, conferences, seminars, briefings, exhibitions, fairs,
Exclusive Branding
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Category Type of Marking Notes workshops, press conferences, other public meetings, all print materials associated with these events)
Co-branded with grant recipients when applicable
Grants under Contract Co-branded with grant recipients with disclaimer
Identities of grant recipients will be displayed, alongside the USAID Identity, as per ADS 320.3.3 and section 2.10 of this document.
Note: Additional USAID branding guidance is forthcoming and WA BiCC will follow this guidance and amend this Plan as necessary when that guidance is made available. *Exclusive Branding (ADS 320.3.2) means that the program is positioned as USAID’s. The USAID Identity must be displayed.
** In cases where co-branding with multilateral organizations and recipients of grants under contract is appropriate, the USAID Identity will be displayed first from the left with the organization or grant recipient identity to follow. The Tetra Tech identify will not be displayed.
***Possible exemptions include: Component 1: certain position documents from MRU and ECOWAS to strengthen regional policy framework on anti-trafficking, draft policies, and penal codes; Component 2: strengthened regional frameworks, National Adaptation Plans (NAP); and Component 3: certain regional and national environmental policies, national policies for environmental management. These will be evaluated on a case-by-case basis and are subject to the approval of the COR.
Even when a document is exempt from USAID branding, it may be possible to acknowledge the role of the American people in one of several ways:
• The USAID Identity may appear on the inside cover with the following acknowledgement: “This document was produced with support from the U.S. Agency for International Development.” Wording may vary slightly depending on the product and the extent of the technical assistance provided.
• USAID support may be acknowledged in the preface, foreword or acknowledgement sections of the document.
U.S. Agency for International Development 1300 Pennsylvania Avenue, NW
Washington, DC 20523 Tel: (202) 712-0000 Fax: (202) 216-3524
www.usaid.gov
