Macro-economic Stabilization and Reform (MESR) Activity Branding Implementation and Marking Plans

The project's approach to branding and marking must reflect the realities of Egypt's dynamic political and economic situation, and appreciation for potential sensitivities amongst Egyptian political actors, civil society, business groups, and the general public must be taken into account at all times. The project's branding strategy is guided by Automated Directives System (ADS) Section 320.3.2.1, which requires the use of the USAID logo and the tagline "From the American people" on all materials and communications produced under this contract. The desired level of visibility is high, except in circumstances where the Regional Assistant Administrator or Mission Director determines that USAID branding could compromise achievement of the project's results or objectives. All branding will comply with the standardized USAID regulations on branding and the USAID identity will be prominently displayed on commodities or equipment. The MESR team understands that "branding" is a partnership between USAID and MESR to set the highest standard for development assistance, and then to publicize those efforts in the most secure, realistic, and professional manner. MESR's Branding Implementation Plan will ensure that the story of USAID's work and its achievements are highlighted, especially to Egyptian counterparts and the Egyptian public. The plan will take particular consideration in ensuring that project activities and results are prepared in a transparent and accessible manner, with the final goal being overall project visibility and accountability to the Egyptian public. The project will use full branding and the USAID tagline "From the American people" on materials and communications directed toward beneficiaries. Co-branding and no branding will only be considered on a case-by-case basis as considered appropriate by the Regional Assistant Administrator or Mission Director. For all materials and events, the project will be branded as from USAID and prepared by DAI as part of the MESR project. All communications and materials will acknowledge that they were produced with support "From the American people." This message, and all branding, will be stated in Arabic in addition to English. The project has identified several target audiences with whom it will promote and publicize USAID sponsorship, including Egyptian counterparts, the Egyptian public, and other stakeholders. All communication messaging and material production will be customized to the unique target demographics listed below and will be culturally appropriate. The project will regularly update communications methodologies as appropriate, which will respond to recent events and changes in perception recorded through polling and data analysis.