american spaces: showcasing ourselves!

sarah ziebell

information resource officer

u.s. embassy moscow

@USEmbRu

@sarahjziebell

image problem?

“citizens no longer need to physically go to embassies to have their questions answered--they can simply read tweets.”

–fergus hanson, “baked in and wired: eDiplomacy at state”

marketing

• taking steps to move goods + services from producers to

consumers

• determining what people want

• delivering it

• communicating about it

• periodically updating the whole process

strategy vs. messaging

public relations

long-term communication

strategy

various media employed

goal: to convince the

public to have good will

toward something

publicity

sending a message via

official channels

news releases

newsletters

press conferences, etc.

encouragement vs. association

promotion

furthering the growth or

development of something

more than building good

will

encouraging people to

use a product or service by

telling people how it would

benefit them

branding

establishing a strong link between an organization and its logo/typeface/picture or name/phrase

making people immediately associate the organization with the graphics or words it uses

can help build loyalty

direct vs. subtle persuasion

advertising

calling attention to

something through paid

announcements

advocacy

getting people who have

good opinions of your

organization to speak to

others on its behalf

it’s more meaningful to

have others talk about

your worth than it is to do it

yourself.

creating a marketing plan

stake out your ambition

determine performance measures

assign numerical targets to match performance

measures

analyze from which sectors of your public these targets can be met

periodically review and adjust

fun with video

Save the Troy Library

"Adventures In

Reverse

Psychology” (Troy

Public

Library, Michigan)

New Spice | Study

like a

scholar, scholar

(Brigham Young

University, Utah)

“visibly american” standards (2012)

•address “awareness gap” about usg activities overseas

•moratorium on the creation of new logos

•guidelines for highlighting usg initiatives

•inclusion of standard rectangular american flag in all materials

•some exceptions

maker spaces: learning by doing

• #MAYkerMonday

• digital fabrication revolution/fab labs

• 3D printing

• uses heated plastic applied layer by layer to a heated bed by a glue-gun-like appliance, turning designs created on a computer into real objects

• thingiverse file-sharing database with over 36,000 downloadable designs

• need sources for cheap plastic

Westport Public Library (CT) MakerSpace

coworking spaces – democratizing

entrepreneurship business incubators with

internet access, work space, reference materials, + professional guidance

arizona state university’s “alexandria network”

brooklyn public library’s shelby white + leon levy information commons

both 2013 american spaces

supporting fund + public diplomacy innovation fund are targeted toward entrepreneurship projects

brooklyn public library

thank you + questions