A presentation from the 9/14/16 webinar "Best Practices in Digital Communications from Canadian, UK, and US Governments".

1. Building a Brand Movement
Lessons from the United States Digital Service
DAVID KAUFMAN // U.S. DIGITAL SERVICE // SEPTEMBER 2016

6. Build a tradition of public service in Silicon Valley
that encourages top technologists to serve their
country through time-limited tours of duty.
The Movement

11. A movement requires:
1 Communicating a mission-focused narrative
2 Authenticity in voice
LESSONS FROM USDS

12. Mission Focused Narrative

13. “Why” Before “What”
Why
How
What buy a flight to San Francisco. We offer beverage
service and early boarding for only $15.

14. “Why” Before “What”
Why
How
What
We believe the status-quo isn’t good enough. We
believe flying can actually be good again.
Our planes are brand new, our service is top-notch, and
our innovative amenities are re-inventing air-travel.
Ready to buy a flight to san Francisco?

16. In Practice
Your skills can help students
trying to go to college, single
mothers trying to get health
care, and Veterans coming
home from battle. Ready for
your tour of duty?
Your code.
Your design.
Your country.
Join the U.S. Digital Service
Join the U.S. Digital Service
today. The United States
government has a shortage of
technical talent, and we’re
hiring engineers, designers,
and product managers to fill
this gap and work on a variety
of interesting projects.
Apply now.

17. Authenticity in voice

18. Authenticity in voice

19. Find your voice
patriotic
human
clever
straightforward
inspiring
clear
serious
analytical
educational
clear
approachable

20. Find your voice
patriotic
human
clever
straightforward
inspiring
clear
serious
analytical
educational
clear
approachable
A recent transplant from San
Francisco who moved to D.C.
because of a patriotic calling.
She dresses a little bit
differently than the rest of the
city, and while she’s settling in,
she feels a little lost in her new
industry.

21. New look
New URL
Same mission
Visit usds.gov, now
with 100% more
USA.
Find your voice
Boring Sentence Not Like This Or This… Write Like This
visit usds.gov,
our new
website
Our new online
home—usds.gov—
outlines how our
best practices in
agile development
and procurement
are changing the
culture inside EOP
visit usds.gov,
the best damn
thing you’ll see
all day

22. Summary

23. A movement requires:
1 Communicating a mission-focused narrative
2 Authenticity in voice
LESSONS FROM USDS

24. “No problem of human destiny is
beyond human beings”
- JFK

25. Thank you.
dkaufman@omb.eop.gov