sarah ziebell

1. american spaces: showcasing ourselves!
sarah ziebell
information resource officer
u.s. embassy moscow
@USEmbRu
@sarahjziebell

2. 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”

3. 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

4. strategy vs. messaging
public relations publicity
 long-term communication  sending a message via
strategy official channels
 various media employed  news releases
 goal: to convince the  newsletters
public to have good will
toward something  press conferences, etc.

5. encouragement vs. association
promotion branding
 furthering the growth or  establishing a strong link
development of something between an organization
and its
 more than building good logo/typeface/picture or
name/phrase
will
 making people
 encouraging people to immediately associate the
use a product or service by organization with the
telling people how it would graphics or words it uses
benefit them
 can help build loyalty

6. direct vs. subtle persuasion
advertising advocacy
 calling attention to  getting people who have
something through paid good opinions of your
announcements 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.

7. 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

9. fun with video
 Save the Troy Library  New Spice | Study
"Adventures In like a
Reverse scholar, scholar
Psychology” (Troy (Brigham Young
Public University, Utah)
Library, Michigan)

10. “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

11. 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

12. 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
brooklyn public library are targeted toward
entrepreneurship projects

13. thank you + questions