BRANDING STRATEGY AND MARKINGPLAN

BRANDING STRATEGY AND MARKINGPLAN BRANDING STRATEGY 1. Naming The award shall be referred to as AMPATH PLUS Academic Model Providing Access To Healthcare People Centered Leadership Universal Access Sustainability 2. Positioning. The intended name of the award is AMPATH PLUS. AMPATH represents a partnership of the Government of Kenya institutions Moi Teaching and Referral Hospital (Ministry of Health) and Moi University (Ministry of Higher Education, Science and Technology) working within Ministry of Health facilities. USAID will be duly acknowledged as the main funder, MTRH and Moi University as the mother institutions and AMPATH as the implementer. AMPATH PLUS will use the USAID logo and the AMPATH logo. PLUS

Disclaimer language for publications. All studies, reports, publications, web sites, and all informational and promotional products that are a direct result of the partnership will contain the following provision: This study/report/is made possible through joint support of the United States Agency for International Development (USAID),.The contents of this (specify) are the sole responsibility of AMPATH and do not necessarily reflect the views of USAID or the United States Government. 3. Program Communication and Publicity. Primary and secondary audience; Primary audience includes but not limited to: All sexually active person within our catchment area People Living With HIV/AIDS (PLWHA) People living with or at risk of non-communicable diseases addressed by the project i.e diabetes and hypertension. Youth, both in and out of school Currently enrolled patients, for the purpose of Treatment and Retention. All women of reproductive age. Parents with children under 5 yrs. All pregnant women within our catchment area Orphans and Vulnerable children and their caregivers. Discordant couples Government of Kenya and relevant ministries Community- based and civil society organization and faith-based organization. Health and related workforce and volunteers from community-based organizations, civil societies and faith-based organizations. Patients, healthcare workers within the MOH facilities AMPATH covers. All households within our Primary Healthcare catchment areas. Secondary Audience General public. Influencers within the community (religious leaders, administrative leaders etc). Stakeholders in the area of HIV/AIDs, Primary Healthcare, Non Communicable Diseases, population and health globally and internally medical associations, unions, large employers, NGO s working in similar fields, donor partners, Government officials, other USAID implementing partners.

Private sector partners and leadership. Management and leadership of key partners and stakeholder organizations. Other donors, interest groups and development partners. 4 Program Messages The messages of the program are focused on the following areas; Encouraging healthy and preventive behavior among the primary audience such as; o Partner testing o Safe sex; abstinence or correct use of condoms. o Discordant couples emphasis on use of counseling and testing services. o Drug adherence among clients on ART o Early HIV testing and monitoring of all pregnant women. o Proper nutrition Find Link Treat and Retain all HIV positive people within catchment. Early identification and attendance of all 4 focus Antenatal Clinics by pregnant women Importance of Family Planning and the various options available. Delivery at the facility, emergency obstetric care, post-abortal and neonatal care. Immunization of all children under 5 years Early detection and management of childhood diseases Use of safe water Proper environmental sanitation as a way of disease prevention. Health education and promotion as a way of empowering the community to take charge of its health. Home-based management of chronic diseases ; HIV/AIDs, diabetes and hypertension Building the capacity of relevant Ministry and community health and care providers to respond to health needs. Improving and strengthening the structures and resources of health facilities. Providing referral services in cardiovascular disease, diabetes, mental health and oncology Building capacity in health management through point-of-care clinical decision support and proper health records. Knowledge sharing on best practices, program lessons and efficiencies with USAID programs, GOK, stakeholders and similar programs.

5. Marketing and Publicity While AMPATH is already widely known, the new program AMPATH PLUS will be promoted/publicly announced to emphasize the extended program focus, reach and services. This will be through; a program launch press releases, newspaper supplements, through the AMPATH website, magazines Extensive community outreach and community mobilization efforts. AMPATH PLUS will also work closely with USAID Kenya staff and other organizations working in the health sector to identify additional opportunity including formal and informal meetings to increase awareness. We are privileged to have enjoyed a relatively high profile in international press and policy-making circles, so we will use these national and international forums to share information about the program as well as share materials, best practices and lessons learned through implementation of the projects. 6. Program materials that will be used to market the program to beneficiaries; Training materials; Clinical training guidelines and protocols Job aids to be used at clinical facilities and by community-based activities, civil society and faithbased organizations. Peer-outreach training materials Community Health Workers (CHW)s workplace, school guidance counselors, family, field and facility animators Home- based informational, counseling, testing and care materials. Communication materials (will usually be in English and Kiswahili) Community barazas, and radio programs Print Media ( Newspapers, magazines local and national) Project launches, ribbon cutting ceremonies Television programs and documentaries Community presentations, action/dialogue days, festivals, sports days e.t.c Leaflets, Posters, Booklets and banners promoting the program, activities or specific messages. Tee-shirts, caps, stickers, program/building signs and other accessories Highlighting stories/ accounts of proof or change promoting behavior change, success stories. Reports, workshop or presentation materials

Signage- during exhibitions, workshops, conferences e, sponsored community/facility activities Power point and Poster presentations Research and technical reports Quarterly and annual reports Manuals documenting best practices Oral presentations, meetings e.t.c (proper USAID acknowledgement at the beginning and end) Correspondence with individuals, plaques Capitol Hill meetings, testimonials (appropriate USAID acknowledgement at the beginning and end) BRANDING IMPLEMENTATION PLAN. How to incorporate the message, Made possible through generous support of the American people, in communications and materials directed to beneficiaries Activities of the AMPATH PLUS will be publicized locally and internationally using, but not limited to, the following tools; Press releases, Media interviews, Promotional site visits (by stakeholders, donors, interest groups) Quarterly updates Conferences and workshops Highlighting success stories in different forums Beneficiary testimonials, Announcing research findings and publishing reports/studies. Videos and professional photography, Public Service Announcements and notices Videos and photography Webcasts, e-mails sent to group lists and any other relevant electronic communication. MARKING PLAN 1 Marking of project deliverables and public communications Below is a list and description of the public communications, commodities, and program materials that will be produced as part of the cooperative agreement and will visibly bear the USAID identity: Informational brochures on the general objectives and components of the AMPATH PLUS project;

Technical papers, manuals, clinical guidelines, job aids, peer outreach materials, posters and other materials for training programs and workshops. Grant application guidelines; Success stories, case studies, and lessons learned that result in best practices; Communication materials; banners, tee-shirts, bags, signage, Community activities, events, exhibitions, workshops and meetings. Topical Information Education and Communication (I.E.Cs) Media; documentaries, radio talk shows, videos, T.V shows. All press releases, fact sheets, letterheads, and other written communications will bear the 3 partners logos. Studies generated by the project in all 6 intervention areas; HIV care and Sustainability, Primary Healthcare, Non-Communicable Disease, MOH level 4 to 6 referral services, Open AMRS, Research. Posters, and presentation banners for conferences, training and other public events; Any equipment, commodities vehicles and physical structures approved and purchased under the grants program; AMPATHPLUS will display the USAID logo prominently on all communication products and have a clear verbal acknowledgement that the project was funded by USAID where the USAID identity cannot be visibly placed. AMPATH PLUS will display the USAID, MTRH, AMPATH and MOI University identity in the following manner: (Selected examples of marking are attached): Project deliverable Fact sheets about AMPATH PLUS Type of marking 1) USAID, AMPATH, MTRH and MOI identities 2) Text about the partnership and funding Placement of marking 1) the USAID logo will be placed at the top left while the AMPATH Plus logo will on the right. 2) A description of the partnership and funding will be included as paragraph 1 Brochures and booklets 1) USAID, AMPATHPLUS, identities 2) Text about the partnership and funding. 1) The program identity will be placed top center of the first page. 2) Included as the first paragraph on the back page is a description of the partnership.

Reports and other documents requiring a cover 1)USAID identity on the left and programs on the right. 2) Principle implementing partner logo and other participating groups 3) At the bottom of the back page identities of USAID and partners 1)Front Cover: USAID identity followed by AMPATH PLUS logo 2) The principle implementing partners in the inside page and text noting USAID funding and disclaimer (if appropriate). Event banners and other signage at community presentations, meetings, exhibitions Clinical training guidelines and protocols, Job-aids, peer counseling materials 1) USAID, AMPATH PLUS, MTRH and Moi University 1)USAID identity on the left and program s on the right. 2) Principle implementing partner logo and other participating groups 1) Title of the event with the AMPATH PLUS logo at the right hand side corner. 2) USAID, AMPATH, MTRH, Moi University and other partner logos and the footer Front Cover: USAID identity followed by AMPATH PLUS logo 2) The principle implementing partners in inside page: Text noting USAID funding and disclaimer (if appropriate). Clinical sites, program offices signage PowerPoint Presentations TV shows/ documentaries 1) USAID, AMPATH PLUS, 1) AMPATH PLUS, USAID, 1) AMPATH PLUS, USAID, 1) USAID followed by AMPATH PLUS logo at the top. 2) Name of the clinic 3) Wording; a healthcare project under MTRH and Moi University (plus identities ) at the bottom. 4) USAID followed by AMPATH PLUS logo at the top. 1) MTRH and Mu identities at the footer 1) AMPATH PLUS 2) Cut-away of USAID, MTRH, Moi University logos and within the video as a way of acknowledging. 3) Credits wording; This program was made possible through generous funding by USAID (and USAID identity). 4) Credits wording; AMPATH PLUS is a project under AMPATH which is a forum of collaborations between MTRH, Moi University and a consortium of North American Universities.

Radio shows Press releases (pre-approved by USAID and distributed by both) Tee shirts, Caps, CHW bags, Wall Branding Mobile VCT events, workshops, knowledge sharing events and miniconferences Commodities, furniture, equipment, computers, vehicles, etc Verbal acknowledgement 1) AMPATH PLUS, USAID, 1) USAID, AMPATH PLUS, 1. AMPATH PLUS, USAID 1) USAID, AMPATH PLUS, AMPATH MTRH and Moi University 1)USAID and AMPATH PLUS Identity 5) OR News tickers with the wording This program was made possible through generous funding by USAID (and USAID identity). 1) Introductory description of what AMPATH PLUS is mentioning the partners and funding by USAID. 1) AMPATH PLUS identity at the top center. 2) Editors note; describing the partnership and clearly stating that the program is funded by USAID. 3) USAID, AMPATH identities at the footer 1) USAID identity followed by AMPATH PLUS identity. either side by side or USAID on top and AMPATH PLUS below. 2) The same for Tee-shirts either at the front, back or sleeves 1) Picture with message being passed 2) USAID followed by AMPATH PLUS identities at the right hand-side, bottom corner of the wall. 1) Use of public communication items e.g. banners bearing the partner 2) Verbal acknowledgement before and after event. 1) Stickers with USAID logo on the left followed by the AMPATH PLUS logo. 2) Or USAID identity on top and AMPATH PLUS logo right below. Project construction, rehabilitation or project sites Business cards 1) USAID, AMPATH PLUS, 1) USAID followed by AMPATH PLUS logo at the top. 2) Name of the project Wording; a healthcare project under MTRH and Moi University (plus identities ) at the bottom. 1) AMPATH PLUS 1) AMPATH PLUS logo at the top left corner. 2) Identities of partners.

a) Vehicles and equipment stickers; PLUS