HIPNET - Health Information and Publications Network

How will contractor BIPs and MPs be evaluated?

1. Evaluation will not be weighted so that BIP and MP will be the deciding factor
2. Requires exclusive branding for USAID. USAID will name the project; there will not be a project logo; USAID will provide standards on how to develop sub-brands, if any. Example: USAID/Deliver

What’s new for contractors?

1. Each time they bid, contractors will have to do a branding strategy and marking plan to submit with the proposal
2. Contractors will be evaluated on the merits of their marking and branding plans
3. Evaluation will be done by panel of SMEs who evaluate the rest of the proposal

Branding and marking plans for cooperative agreements / grants

1. USAID issues an RFA with no branding strategy outlined.
2. At the ‘best and final stage’ USAID asks the presumed winner to submit a branding strategy and marking plan.
3. USAID and grantee come to agreement and both become part of the cooperative agreement.
4. The branding plan is a communication strategy and should be context-specific. Include a situation analysis - audiences in countries with low literacy require a different communication strategy than country or area with high literacy. USAID will not provide templates for a branding plan because they want to encourage creativity. However, informally, through HIPNet, organizations are sharing their plans.
5. Anticipate various scenarios in the branding plan, e.g., materials produced for the Ministry of Health or other government agency may not include the USAID logo on the front cover.
6. If you want to do something that is not already covered by your branding and marking plans, you must request a modification of marking plan through your CTO.

Exemptions and Waivers

1. The rules (226 and 3-20) allow for exemptions and waivers for contractors and grantees. Exemptions are part of the branding and marking plan; waivers come after. Security situation = waiver; ballots = exemption. For example if the MOH wants a document to look like it was issued by them – ask for that exemption up front. You also need a paper train (documentation) for any exceptions to the rule. USAID could be audited for compliance.
2. Unless you have established exceptions upfront or in advance, you are bound by your agreement or contract. Each time you want to have a new exemption, the plans have to be amended.

When Mission and Project Collide

1. Missions have the final word on projects they fund. Each mission-funded project should also have its own marking and branding plans however.
2. For core-funded projects, missions should abide by the branding and marking plan approved at USAID/W.
3. Please have your CTO and / or Sandra or Joe take care of any disagreements between projects and Missions about marking and branding on core funded projects.
4. Missions also have Document Outreach and Communication Specialists (DOCS) who are trained communication professionals. DOCS have been trained in marking/branding rules; will be a resource for us at the mission level for answering questions about marking and branding.
5. Note, not all missions have DOCS but where they do the staff member is usually in the program office.

Project Logos - Contractors:

1. For contracts, exclusive branding is the rule – only the USAID logo will be used. For existing projects, there could be a transition period from project logo to USAID branding
2. No co-branding for contractors. Contractors may not use the USAID logo on business cards. The project name and corporate identity are OK. However, the USAID graphic may not be used, rather it must be spelled out, e.g., USAID/Deliver.

Project Logos – Cooperative agreements

1. No rules on project logos so far.
2. Probably wont be any change in this policy

Working with International Organizations like WHO (called PIOs)

1. Branding rules go out the window sometimes when international organizations, such as WHO, are involved.
2. Your terms of agreement with the PIO will cover branding
3. USAID encourages co-branding

Co-branding = USAID and another US Govt agencies (EX: PEPFAR and Millennium Development Fund)

1. Everything should be co branded
2. Covers both formal and informal agreements
3. Exception: CDC – they seem to have their own rules
4. If you receive OHA $$ that is PEPFAR $$ and you should co-brand

How to write a branding strategy

1. Branding strategy = communication strategy. This means how you are going to talk about the project and who will you talk to
2. Explain how are you going to position the project/producer, express its values, goals, attributes of the project (product) express and communicate the values that project embodies. (EX: Nike)
3. Talk about desired level of visibility for the activity
4. Explain who cares (define the audience) [if a tree falls in the woods who do I want to know about it?]
5. Who else do we want to be acknowledged or who else do we want to embrace (MOH, local NGOs, etc.)
6. Talk about the strength of your own brand (Cooperative agreements)

How to write a marking plan

• Create a matrix or table of what is going to be marked (or not), where and how.

Miscellaneous Tips

• Grants under contracts – follow assistance rules
• Associate awards/subcontractors to CAs – follow CA rules
• Presentations: if the presentation is part of delivery of assistance or in a public forum, brand it.
• Packaging: cover it in the marking plan
• Reprints – keep the old logo; new edition – change the brand/logo. If you are editing/changing the document, then change the logo too. If not, don’t.

RECAP - Main documents that govern marking and branding:

1. ADS 3.20 (PDF) went into effect on 1/10/07 – provides the Agency's updated policy directives and required procedures for properly branding and marking USAID-funded programs, projects, activities, public communications, and commodities, in order to identify them as assistance "from the American people."
2. Federal Regulation 226 (PDF)
3. AAPD 05-11 (PDF) – for assistance awards.
4. Graphic Standards Manual (PDF)
   Will be revised. Currently contains some information that is incorrect (ex: business cards). Use as a reference document but not as a policy document. The revised document will be on the USAID website only (no print version) and will introduce additional secondary colors for the USAID logo.

   USAID web site guidance (PDF)
   This guidance won’t be changing anytime soon.

   From FRONTIERS/Population Council (thank you Laura Raney)
   Branding Presentation (PPT)
   Branding Guidance Fact Sheet (DOC)

   Questions?
   Joe Fredericks: jfredericks [at] usaid.gov
   Sandra Jordan: sjordan [at] usaid.gov
   

Disclaimer: The information provided on this web site is not official U.S. Government information and does not represent the views or positions of the U.S. Agency for International Development or the U.S. Government.