USAID E-PESO Branding Implementation Plan and Marking Plan

The project aims to achieve greater visibility and credibility by demonstrating the successes and impact of the USAID E-PESO activity and carefully disseminating program results. The underlying principles of the USAID E-PESO branding strategy are to maximize local ownership of USAID E-PESO results, publicize program successes broadly, and convey USAID support in a manner consistent with USAID branding requirements. The activity name is "USAID E-PESO," and all public events or documents will identify the activity as "USAID E-PESO" on each reference. The branding strategy emphasizes the notion that this activity is provided by the American People through USAID, and no other organizations will be acknowledged publicly in connection with USAID E-PESO without the approval of the Contractor Office Representative (COR). Publicity materials and communications will clearly reflect the notion that this activity is provided by the American People through USAID. The USAID E-PESO activity has several audiences with distinct messages to communicate to each. The primary audiences include private sector firms interested in digitizing payment streams, government offices, mobile network operators, entrepreneurial chambers, and academic institutions. To these audiences, USAID E-PESO will promote awareness of technical assistance activities in support of e-payroll implementation and upgrading front- and back-end e-Payment infrastructure. The activity will also publicize opportunities for private sector firms to enter Global Development Alliances (GDA) and public-private partnerships (PPPs) with USAID E-PESO. The branding implementation plan outlines the communications and publicity strategy for the USAID E-PESO activity. This includes print, video, and multimedia materials, web content, social media, public events, media relations, seminars and trainings, and email signatures. The plan also outlines the administrative communications strategy, including the use of the USAID logo and branding guidelines. The marking plan outlines the items that will be marked with the USAID E-PESO logo and the items that will not be marked. The USAID E-PESO activity will work with the Contractor Office Representative (COR) to ensure that all communications are consistent with USAID branding guidelines. The activity will use exclusive branding in communications and will not use the Chemonics logo or brand in any program materials. The activity will also seek exceptions to the contract marking requirements and position communications "by" or "from" a host-country institution when necessary. The USAID E-PESO activity aims to promote electronic payments in the Philippines and to encourage a "demonstration effect" that fosters broader adoption of digital financial services. The activity will highlight the accomplishments of project beneficiaries in the local media and publicize their achievements and innovations made with support from USAID E-PESO. Positive recognition will reinforce behavior changes made by project beneficiaries in e-Payment adoption, while also increasing the credibility and visibility of e-Payments.