Feed the Future Ghana Fisheries Recovery Activity: Branding Implementation Plan and Marking Plan

The program is funded by the United States Agency for International Development (USAID) and is implemented by Tetra Tech. The program's branding and marking plan is designed to ensure that the assistance provided by USAID and Feed the Future is clearly recognized and acknowledged by the intended beneficiaries and stakeholders. The program's branding and marking objectives are to ensure that the Feed the Future Ghana Fisheries Recovery Activity delivers the message that the assistance is "from the American people" through USAID and Feed the Future, in collaboration with and with support from the Government of Ghana. The program aims to achieve a prominent level of visibility through Feed the Future- and USAID-branded public events, awareness and training activities, and media coverage. The primary audiences for the program's materials and documents are Ghana's artisanal fishers, processers, and fishing and processing associations, the Government of Ghana's leading fisheries management authorities, fisheries co-management associations and committees, the private sector, and relevant national and local Ghanaian nongovernmental organizations and civil society organizations. The program will use full branding—USAID and Feed the Future—on all materials and communications, and will include textual reference to USAID and Feed the Future in printed outreach and communications materials, public credit in verbal outreach and communication activities, and visual identity on outreach and communication materials. The program will also include acknowledgement of Feed the Future and USAID at all training and media events and activity reporting. Tetra Tech will assess politically sensitive elements of the activity to request any necessary exceptions from the marking requirements, and will proactively contact the Contracting Officer to discuss potential waivers of marking requirements. The Activity Chief of Party will have ultimate responsibility for implementing the branding strategy in coordination with USAID's Contracting Officer's Representative (COR). The program's branding and marking plan will be implemented in accordance with ADS Chapter 320, the USAID Graphic Standards Manual and Partner Co-branding Guide, 2 CFR 700.16, and the Feed the Future Graphics and Naming Standards Manual. The program will use translation into Akan, the local language spoken by an estimated 80% of all Ghanaians, to brand the activity in cases where English is not widely and/or well understood. The program's implementation will be coordinated with the Government of Ghana, and will involve the use of Feed the Future- and USAID-branded public events, awareness and training activities, and media coverage to promote the program's objectives and achievements. The program will also involve the use of visual identity on outreach and communication materials, and will include acknowledgement of Feed the Future and USAID at all training and media events and activity reporting. The program's branding and marking plan is designed to ensure that the assistance provided by USAID and Feed the Future is clearly recognized and acknowledged by the intended beneficiaries and stakeholders, and that the program achieves a prominent level of visibility through Feed the Future- and USAID-branded public events, awareness and training activities, and media coverage.