FEED THE FUTURE GHANA FISHERIES RECOVERY ACTIVITY

FEED THE FUTURE GHANA FISHERIES RECOVERY ACTIVITY

BRANDING IMPLEMENTATION PLAN AND MARKING PLAN

Feed the Future Ghana Fisheries Recovery Activity Branding Implementation Plan and Marking Plan July 2021 This publication was produced for review by the United States Agency for International Development (USAID). It was prepared by Tetra Tech through USAID Contract No. 72060520C00001, Feed the Future Ghana Fisheries Recovery Activity (GFRA). This report was prepared by: Tetra Tech 159 Bank Street, Suite 300 Burlington, Vermont 05401 USA Telephone: +1 (802) 495-0282 Fax: +1 (802) 658-4247 Email: [email protected] Tetra Tech Contact: John Parks, Project Manager Telephone: +1 (703) 387-2100 Email: [email protected]

COVER PHOTO: Artisanal fleet of Ghanaian fishing vessels. Courtesy of Tetra Tech.

FEED THE FUTURE GHANA FISHERIES RECOVERY ACTIVITY BRANDING IMPLEMENTATION PLAN AND MARKING PLAN JULY 2021 DISCLAIMER This report is made possible by the generous support of the American people through the United States Agency for International Development (USAID). The contents of this report are the sole responsibility of Tetra Tech and do not necessarily reflect the views of Feed the Future, USAID, or the United States Government.

FEED THE FUTURE GHANA FISHERIES RECOVERY ACTIVITY: BRANDING IMPLEMENTATION PLAN AND MARKING PLAN i

TABLE OF CONTENTS ACRONYMS AND ABBREVIATIONS ........................................................................... II

1.0 INTRODUCTION ...................................................................................................... 1

2.0 BRANDING IMPLEMENTATION PLAN ................................................................ 2 2.1 ACTIVITY NAME ............................................................................................................................. 2

2.2 BRANDING AND MARKING OBJECTIVES ............................................................................ 2

2.3 AUDIENCES ...................................................................................................................................... 2

2.4 COMMUNICATION ACTIVITIES ............................................................................................... 4

2.5 KEY MILESTONES OR OPPORTUNITIES ................................................................................ 5

2.6 CO-BRANDING WITH IN-COUNTRY PARTNERS AND OTHER INTERNATIONAL ORGANIZATIONS ......................................................................................................................... 5

3.0 MARKING PLAN ....................................................................................................... 6 3.1 ACKNOWLEDGING HOST-COUNTRY GOVERNMENTS ............................................... 8

3.2 EXCEPTIONS TO CONTRACT MARKING REQUIREMENTS .......................................... 9

3.3 GRANTS UNDER CONTRACT .................................................................................................. 9

3.4 PREPRODUCTION REVIEW ........................................................................................................ 9

FEED THE FUTURE GHANA FISHERIES RECOVERY ACTIVITY: BRANDING IMPLEMENTATION PLAN AND MARKING PLAN ii

ACRONYMS AND ABBREVIATIONS ADS Automated Directives System

BIP Branding Implementation Plan

COR Contracting Officer’s Representative

CSO Civil Society Organization

DOC Development Outreach and Communications

FC Fisheries Commission

GFRA Ghana Fisheries Recovery Activity

MoFAD Ministry of Fisheries and Aquaculture Development

MP Marking Plan

NGO Nongovernmental Organization

PSA Public Service Announcement

USAID United States Agency for International Development

USG United States Government

FEED THE FUTURE GHANA FISHERIES RECOVERY ACTIVITY: BRANDING IMPLEMENTATION PLAN AND MARKING PLAN 1

1.0 INTRODUCTION Tetra Tech is fully cognizant of the requirements of Automated Directives System (ADS) 320.3.2.2 and 320.3.2.3 and Code of Federal Regulations 2 CRF 700.16 that address branding and marking requirements for contractors. The firm has successfully implemented branding and marking strategies on numerous programs funded by the U.S. Agency for International Development (USAID), including Feed the Future activities. We are committed to working with USAID to retain its unique identity, making U.S. foreign assistance efforts more visible and better known at home in the United States and in Ghana, where we will be implementing the Feed the Future Ghana Fisheries Recovery Activity (GFRA).

Tetra Tech will use full USAID and Feed the Future branding on all Feed the Future Ghana Fisheries Recovery Activity materials and communications to raise awareness of national and local beneficiaries that this assistance is “from the American people.” The communications materials prepared under Feed the Future Ghana Fisheries Recovery Activity will make clear that they were produced with the support of USAID and Feed the Future and display branding in accordance with ADS Chapter 320, the USAID Graphic Standards Manual and Partner Co-branding Guide, 2 CRF 700.16, and the Feed the Future Graphics and Naming Standards Manual. We will ensure that implementing partners DevWorks and Hen Mpoano and all activity grantees and subcontractors do the same. Tetra Tech 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, and will 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 in accordance with ADS 320.3.2.3. We 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). At orientation, Tetra Tech will fully apprise the activity team of mandatory branding and marking requirements and the use and availability of Feed the Future and USAID templates.


2.0 BRANDING IMPLEMENTATION PLAN

2.1 ACTIVITY NAME

The Activity will be known as the Feed the Future Ghana Fisheries Recovery Activity. In cases where English is not widely and/or well understood, translation into Akan (as the local language spoken by an estimated 80% of all Ghanaians and the native tongue for nearly half of all the country’s citizens) will be used to brand the activity. The Activity will use full branding—USAID and Feed the Future—on all materials and communications. As such, all materials will acknowledge that they were produced with support “from the American people.”

2.2 BRANDING AND MARKING OBJECTIVES

The Branding Implementation Plan (BIP) and Marking Plan (MP) outline the events and materials that Tetra Tech will organize and produce to assist USAID in delivering the message that “the assistance is from the American people.”

The branding and marking objectives are to ensure that:

The Feed the Future Ghana Fisheries Recovery Activity appropriately delivers the message to intended beneficiaries, counterparts, and host-country citizens that the assistance financing Ghana Fisheries Recovery Activity is “from the American people” through USAID and Feed the Future, in collaboration with and with support from the Government of Ghana.

The Activity achieves a prominent level of visibility through Feed the Future- and USAID-branded public events, awareness and training activities, and media coverage.

USAID’s and Feed the Future’s contributions to the achievement of programmatic objectives are significantly recognized by the activity’s potential audience.

2.3 AUDIENCES

Subject to approval by USAID, Tetra Tech will promote the Feed the Future Ghana Fisheries Recovery Activity to primary and secondary audiences.

The primary audiences for all materials and documents produced under this contract will be:

1. Ghana’s artisanal fishers, processers, and fishing and processing associations, including the following:

a) National Fish Processors and Traders Association;

b) Ghana National Canoe Fishermen Association;

c) National Fisheries Association of Ghana; and

d) Ghana Inshore Fishers Association.

2. The Government of Ghana’s leading fisheries management authorities: the Ministry of Fisheries and Aquaculture Development (MoFAD) and the Fisheries Commission (FC).

3. Fisheries co-management associations and committees from Ghana’s four coastal regions.

4. The private sector, particularly seafood production, processing, and marketing companies and women-owned small- to mid-size enterprises from the seafood sector.


5. Relevant national and local Ghanaian nongovernmental organizations (NGOs) and civil society organizations (CSOs) working to promote sustainable fisheries, advance marine biodiversity conservation, and/or address other coastal and marine resource management issues within Ghana’s coastal regions, including the following:

a) Hen Mpoano (as the Ghana Fisheries Recovery Activity’s leading local subcontracted implementing partner);

b) Central and Western Fishmongers Improvement Association;

c) Goshen Global Vision;

d) Friends of the Nation; and

e) Volta Sea Turtle Conservation.

6. Local leaders from coastal communities, including local elected officials, traditional authorities, elders, and master fishers.

7. Marginalized groups, particularly women, youth, migrant workers, and trafficked laborers.

8. Relevant environmental journalists, journalist associations, and media groups, including the Journalists for Responsible Fisheries and the Environment.

9. USAID/Ghana.

The secondary audiences for materials and documents produced by the activity will include:

1. The Ghanaian public.

2. National agency partners from the Government of Ghana who support fisheries management and promote economic and ecological sustainability within relevant seafood supply chains, including the following:

a) Food Research Institute of the Council for Scientific and Industrial Research;

b) National Board for Small-Scale Industries;

c) National Vocational Training Institute;

d) Food and Drug Authority; and

e) Ghana Standards Authority.

3. International NGO partners working in Ghana and/or the West Africa region to address fisheries management, promote seafood sustainability, and advance marine biodiversity conservation, including the following:

a) DevWorks International (as the Ghana Fisheries Recovery Activity’s leading international subcontracted implementing partner);

b) Environmental Justice Foundation;

c) World Wide Fund for Nature;

d) International Union for the Conservation of Nature; and

e) Conservation International.

4. Scientific and research partner organizations, including the following:

a) University of Ghana;


b) University of Cape Coast Centre for Coastal Management and Africa Center of Excellence in Coastal Resilience; and

c) MoFAD Research, Statistics, and Information Management Directorate.

5. Other bilateral and regional USAID missions similarly investing in promoting sustainable fisheries, marine conservation, and other coastal and marine resource management initiatives across priority geographies.

6. Other U.S. Government (USG) agency partners (e.g., the U.S. National Oceanographic and Atmospheric Administration and the U.S. Coast Guard).

7. Relevant, non-USG bilateral and multilateral donor and technical organizations, including the United Nations Food and Agriculture Organization.

8. Private sector support service providers in seafood supply chains, including shipping and transport companies, restaurants, retailers, local trade associations, market intermediaries, and Ghana Fisheries Recovery Activity champions (after they are identified).

9. The American people.

2.4 COMMUNICATION ACTIVITIES

With guidance from USAID/Ghana, Tetra Tech intends to achieve a broad and prominent level of public visibility for the Feed the Future Ghana Fisheries Recovery Activity through a variety of communication activities and products, USAID- and Feed the Future-branded public events, training activities, strategic social media use, media coverage, and internet presence (website). Activities and products will be strategically identified to complement the phase of implementation. The activities and products below, combined with Tetra Tech’s communications approach, will ensure that Feed the Future Ghana Fisheries Recovery Activity achieves prominent visibility for USAID and Feed the Future. Tetra Tech will periodically review this list and introduce new and innovative tools, or adapt old ones, to secure positive publicity of program accomplishments.

Press releases, press conferences, media interviews, and site visits. Working in conjunction with the COR and Development Outreach and Communications (DOC) team, Tetra Tech will develop press releases, hold press conferences and media interviews, and organize site visits to publicize key events and project milestones.

Success stories. Fact sheets. Beneficiary testimonials. Tetra Tech will capture and publish testimonials from beneficiaries in

activity reports, and other communications, as appropriate. Professional photography. The team will use professional photography in external

communications, as appropriate. Public service announcements (PSAs). Tetra Tech will use PSAs to reach primary and

secondary target audiences and beneficiaries as appropriate. Infographics. The team will use these visual images to share information or data, as appropriate. Radio. The team will use radio to communicate outreach messages, announce milestones/events,

and/or activity updates to communities. Social media and online platforms. Tetra Tech will use appropriate social media platforms and

triangulate all public relations and communications through the USAID Mission in Ghana or Feed the Future colleagues in order to publicize the work of the Feed the Future Ghana Fisheries Recovery


Activity, engage with development partners, and learn from stakeholder communities in coordination with the efforts of the mission.

Internet presence. Should GFRA receive clearance from the Web Governance Board of LPA to do so, a Ghana Fisheries Recovery Activity website could serve as a repository for interested parties to learn about the activity’s objectives, methods, and progress, including relevant news stories, event information, and accessible reports and information.

Digital video programming. The team will use targeted short video programming as appropriate to raise awareness among key audiences and inspire change.

Webcasts, e-invitations, blasts, or other emails. These communications will be sent to group lists, such as participants for a training session via blast emails or other internet activities, as appropriate.

Tetra Tech will submit these communication materials to the COR for approval and consultation with the DOC team for branding compliance before distribution.

2.5 KEY MILESTONES OR OPPORTUNITIES

Key Feed the Future Ghana Fisheries Recovery Activity events, milestones, and opportunities that Tetra Tech anticipates will generate broad awareness with primary and secondary target audiences include, but are not limited to:

Collaborative startup workshop (activity launch) to promote the initiation of the Feed the Future Ghana Fisheries Recovery Activity. This event will introduce stakeholders and target audiences to the activity and lay out its goals.

Publication of research findings, reports, or studies about the progress of interventions and to spotlight trends.

Community events, training activities, meetings, conferences, and workshops are critical for sharing information, networking, establishing stakeholder partnerships, and developing CSO and stakeholder capacity.

Beneficiaries as spokespeople, and for advocacy, leadership, and empowerment activities. Highlighting of success stories. Impacts/overall results and reports or studies that measure progress toward achieving overall

Feed the Future Ghana Fisheries Recovery Activity goals, including the promotion of final or interim reports.

Endorsements from influential community members, local government bodies or agencies, or local organizations and the creation of key alliances with the private sector.

Activity completion workshop to communicate Feed the Future Ghana Fisheries Recovery Activity impact/overall results.

2.6 CO-BRANDING WITH IN-COUNTRY PARTNERS AND OTHER INTERNATIONAL ORGANIZATIONS

Tetra Tech may collaborate with other organizations that contribute funds to Feed the Future Ghana Fisheries Recovery Activity publications, products, and events. Co-branding may occur to acknowledge other organizations deemed as partners for an event or deliverable. In such cases, Tetra Tech will follow the guidelines for co-branding (outlined in ADS 320).


3.0 MARKING PLAN This Marking Plan enumerates the public communication material, activity materials, and other items that Tetra Tech will mark with the Feed the Future and USAID identities under Feed the Future Ghana Fisheries Recovery Activity. Table 1 outlines the types of materials that may be produced under Feed the Future Ghana Fisheries Recovery Activity. Any materials that are not anticipated below, but are produced under the initiative, will also be subject to branding guidelines and COR approval, as appropriate.

Tetra Tech will use the Feed the Future logo, activity name and USAID Identity on activity reports, printed materials, and other technical activity-related documents. For every contract deliverable that is marked with the Feed the Future and USAID identities, the team will follow the design guidance for color, type, and layout in the USAID Graphic Standards Manual and Partner Co-branding Guide and Feed the Future Graphics and Naming Standards Manual as related to equipment, reports, studies, events, and public communication (including printed products, audio, visual, and electronic materials). In most instances, the Feed the Future logo will appear prominently in the top left corner of publications/pages and the USAID logo positioned in the lower left corner. The Feed the Future logo must be of at least equal size and prominence to the USAID logo. USAID’s policy is that programs, projects, activities, public communications, or commodities under contracts or subcontracts exclusively funded by USAID are marked exclusively with the USAID identity. Where applicable, a host-country symbol, government ministry logo, or another USG logo may be added.

Tetra Tech will use the USAID and Feed the Future identities for technical programmatic correspondence and will not mark items used to administer the contract, such as administrative letterhead, name tags, business cards, office space, and supplies. The goal is to mark programs and projects and not implementing partners. The team will mark contractor (Tetra Tech GFRA) employee business cards so that any person reading the card will be aware that the individual is a contracted employee.

Table 1. Marking Plan for Materials

Category Type of Marking Remarks Administrative

Stationery products (administrative business)

USAID standard graphic identity and Feed the Future logo will not be used.

Pertains to letterhead, envelopes, and mailing labels.

Stationery products (activity-related)

USAID standard graphic identity and Feed the Future logo will be used.

Pertains to letters that accompany activity materials.

Business cards Tetra Tech employee business cards will be marked so that any person reading the card will be aware that the individual is a Tetra Tech employee.

Office signs USAID standard graphic identity and Feed the Future logo will be used to mark activity offices.

Activity deliverables The Feed the Future logo, activity name, and USAID Identity will be used on activity reports, printed materials, and other activity-related documents.

Technical Electronic fisheries monitoring and surveillance equipment, including information technology hardware

The Feed the Future logo, activity name, and USAID Identity will be marked on relevant equipment and hardware following the USAID Graphic Standards Manual and Partner Co-Branding Guide and Feed the


Category Type of Marking Remarks Future Graphics and Naming Standards Manual.

Technical reports and studies

The Feed the Future logo, activity name, and USAID Identity will be printed on the cover of documents; design follows the USAID Graphic Standards Manual and Partner Co-Branding Guide and Feed the Future Graphics and Naming Standards Manual for full branding unless co-branding is acceptable or an exception is granted for no branding.

Briefing papers and policy recommendations

The Feed the Future logo, activity name, and USAID Identity will be printed on the cover of documents; design follows the USAID Graphic Standards Manual and Partner Co-Branding Guide and Feed the Future Graphics and Naming Standards Manual for full branding guidelines unless co-branding is acceptable or an exception is granted for no branding.

Government policies, strategies, plans, and guidelines (regional, national, and subnational levels) or other materials positioned as being from the host-country government

Follows USAID Graphic Standards Manual and Partner Co-Branding Guide and Feed the Future Graphics and Naming Standards Manual for full branding (if applicable). With COR approval, a reduced branding and marking approach may be applied if it is strategically advantageous to highlight Government of Ghana and MoFAD/FC event leadership.

Training materials and manuals, including supplementary learning materials

The USAID Identity, activity name, and Feed the Future logo will be printed on the cover of documents; design follows guidelines for full branding unless co-branding is acceptable, or an exception is granted for no branding.

CD-ROMs

The USAID Identity, activity name, and Feed the Future logo will be printed on the CD-ROM label, splash screen/menu, and packaging; design follows guidelines for full branding unless co-branding is acceptable or an exception is granted for no branding.

PowerPoint presentations

The USAID Identity and Feed the Future logo are required on title breaker slides; design follows guidelines for the full branding unless co-branding is acceptable, or an exception is granted for no branding.

Conference posters and presentations

The USAID Identity, activity name, and Feed the Future logo will be printed on the poster or presentation; design follows guidelines for professional meetings or full branding unless co-branding acceptable or an exception is granted for no branding.

Program materials (e.g., newsletters, mass distribution of email, media invitations,

The USAID Identity, activity name and Feed the Future logo will be printed on the cover of documents; design follows guidelines for full branding unless co-branding is acceptable, or an exception is


Category Type of Marking Remarks brochures, fact sheets, CD-ROMs, PSAs)

granted for no branding.

Website

Follows USAID Graphic Standards Manual and Partner Co-Branding Guide and Feed the Future Graphics and Naming Standards Manual guidance if approved by agency’s Website Governance Board.

Alternatives to creating a standalone project website include using Tetra Tech’s website and/or relevant USAID and Feed the Future websites (e.g., Agrilinks or Marketlinks).

Promotional

Event signs, banners, and exhibition booths materials

The USAID Identity, Feed the Future logo, and activity name will be printed on the materials; design follows guidelines for full branding unless co-branding is acceptable, or an exception is granted for no branding.

Activity promotional materials (e.g., Success Stories, beneficiary testimonials, announcements, infographics, findings, or activity results)

The USAID Identity, activity name, and Feed the Future logo will be printed on the materials; design follows guidelines for full branding.

Materials for site visits The USAID Identity, activity name, and Feed the Future logo will be printed on the materials; design follows guidelines for full branding.

At each public event funded by the activity, the team will verbally acknowledge USAID and the support from the American people in the following—or similar—way:

“This training/conference/seminar/fair/workshop [specify] is made possible by the support of the American people through the United States Agency for International Development (USAID). The content discussed is the sole responsibility of Tetra Tech [or grant recipient] and does not necessarily reflect the views of USAID or the United States Government.”

All studies, reports, publications, websites, and informational and promotional products not authored, reviewed, or edited by USAID will contain a provision substantially as follows:

“This research/report/publication/website [specify] is made possible by the generous support of the American people through the United States Agency for International Development (USAID). The contents of this [specify] are the sole responsibility of the Tetra Tech and do not necessarily reflect the views of USAID or the United States Government.”

3.1 ACKNOWLEDGING HOST-COUNTRY GOVERNMENTS

All Feed the Future Ghana Fisheries Recovery Activity documents will follow Feed the Future and USAID branding guidelines. If, during the course of this activity, other major sponsors are involved, Tetra Tech will advise the COR of their involvement and request permission to include them as necessary. Where applicable, a symbol or ministry logo for the Government of Ghana may be added.


3.2 EXCEPTIONS TO CONTRACT MARKING REQUIREMENTS

USAID may consider programmatic exceptions to requirements for branding and marking, as outlined in ADS 320.3.4.1. Exceptions are rare, programmatic in nature, and reflect the categories of foreign assistance USAID generally does not want marked. USAID may approve exceptions post-award when appropriate. Guidance for applying for exceptions can be found at USAID ADS 320, Branding and Marking.

3.3 GRANTS UNDER CONTRACT

While prime contracts are exclusively branded and marked with the USAID Identity and Feed the Future logo, Feed the Future Ghana Fisheries Recovery Activity grants under contact (GUCs), when authorized in accordance with ADS 302, USAID Direct Contracting, must be branded and marked like grants. GUCs follow the same rules for branding and marking as assistance awards. This means that while a contractor may not use its logo or identity on project deliverables, the NGO, local government entity, or other local partner that is a recipient of a GUC may use its logo or other identity to “co-brand” and “co-mark” (see ADS 320.3.3). Tetra Tech will ensure that all Feed the Future Ghana Fisheries Recovery Activity grantees follow the same rules for branding and marking as assistance awards. USAID reserves the right to require marking with the USAID Identity in the event the grantee does not choose to mark with its own identity or logo.

3.4 PREPRODUCTION REVIEW

USAID reserves the right to request preproduction review of USAID-funded public communications and activity material for compliance with USAID Graphic Standards, Feed the Future branding guidance, and the approved MP. The Feed the Future Ghana Fisheries Recovery Activity team will submit materials to the COR who will coordinate the internal USAID/Ghana review.

U.S. Agency for International Development/Ghana

No. 24 Fourth Circular Road, Cantonments PO Box 1630 Accra, Ghana

Phone: +233 302 741 200 Fax: +233 302 741 365

usaid.gov/ghana

FEED THE FUTURE GHANA FISHERIES RECOVERY ACTIVITY

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