Branding Implementation Plan for Feed the Future Uganda Inclusive Agricultural Markets Activity

The BIP aims to convey to each stakeholder why and how the United States Government (USG) is investing in developing the agricultural market system in Uganda. The primary audience for all materials and documents produced under FtF IAM are project beneficiaries, Government of Uganda stakeholders, and the Ugandan public, while the secondary audience includes U.S. Government stakeholders, other donors, and U.S. taxpayers. The BIP will position FtF IAM as an innovative, high-value USAID program under the Feed the Future initiative with substantial visibility throughout its activities on both national and subnational levels. The Activity team will promote awareness of USAID through activities, services, events, and products, and will use clear, consistent marking to ensure that all audiences understand that FtF IAM exists through the generosity of "the American people" or "From the American People." The USAID identity will be visible on materials produced for program purposes, and all branding and marking will be displayed in English. The Activity team will remain in close contact with the USAID Uganda Development Outreach and Communications office (DOC) to ensure that the project incorporates any additional guidance regarding public communications. In certain cases, FtF IAM may request an exception to the Activity's branding and marking plan, per ADS 320.3.2.1, which allows for exceptions to be made for programmatic reasons. The BIP will also outline the desired level of visibility for the Activity, which includes positioning FtF IAM as an innovative, high-value USAID program under the Feed the Future initiative with substantial visibility throughout its activities on both national and subnational levels. The Activity team will ensure that the Contracting Officer's Representative (COR) is aware of any events using low-profile branding and provided with a justification for why the tactic was chosen. The Branding Strategy for FtF IAM includes positioning the Activity as the "Feed the Future Uganda Inclusive Agricultural Markets Activity" in outreach materials, public events, and documents, while using the acronym "FtF IAM" in internal documents, reports, and social media platforms requiring brevity. The Activity will promote the following main and secondary messages: increasing incomes and improving the livelihoods of households through agricultural-led inclusive economic growth, creating efficiencies in cross-market functions that influence systemic changes, scaling up the market systems approach, and aligning incentives and creating opportunities for market actors to invest in the system. The Activity will conclude with a closeout event to celebrate relevant achievements, and the timing and release of public information will be coordinated well in advance with the USAID Mission Director.