low and no-cost solutions for marketing university innovations webinar june 26, 2012 presents: 1 -...

Low and No-Cost Solutions forLow and No-Cost Solutions forMarketing University InnovationsMarketing University Innovations

WebinarWebinarJune 26, 2012 June 26, 2012

Presents:

1www.technologytransfertactics.com - 877-729-0959

Montserrat CapdevilaMontserrat CapdevilaDirector of Sales, Marketing and International Relations Johns Hopkins Technology Transfer Montserrat Capedevila is director of sales, marketing and international relations at Johns Hopkins Technology Transfer (JHTT), where she and her team created the first tech transfer app, internationalized JHTT, hosted numerous companies and entrepreneurial events, and created an environment that builds successful academia -industry partnerships. Ms. Capedevila also helped design the Maryland Community of Innovation in the Life Sciences, a virtual online community of translational researchers among Maryland‘s federal, academic and private life sciences sectors.

Nicole NairNicole NairSenior Marketing CoordinatorOffice of Technology Management, University of Illinois at Urbana-Champaign Nicole Nair is the Senior Marketing Coordinator for the University of Illinois Urbana-Champaign Office of Technology Management. Ms. Nair develops strategies to promote specific technologies, University research, or OTM services to the OTM’s constituents. This includes identifying new marketing opportunities, producing print materials, managing publicity efforts, overseeing the Office’s website, coordinating events, and managing social media channels. She also oversees a team of student interns. Prior to joining the University of Illinois in 2002, she worked for ten years in book publishing.

Your Panel of PresentersYour Panel of Presenters

www.technologytransfertactics.com - 877-729-0959 2

Your Panel of PresentersYour Panel of Presenters

www.technologytransfertactics.com - 877-729-09593

Alec SchibanoffAlec SchibanoffVice President of MarketingGeneral Patent Corporation Alec Schibanoff is Vice President of Marketing for the GPC Group of Companies – General Patent Corporation, IPOfferings LLC, IP-Holdings LCC, and their affiliates and subsidiaries. General Patent Corporation is the leading patent licensing and enforcement firm, IPOfferings is a patent brokerage firm, and IP Holdings is an IP-centric merchant bank. He started his career in the office equipment and computer industry, managing marketing for the computer peripherals division of Brother International. From 1990 through 2005 he worked as a marketing consultant, and he joined GPC in 2008. He is the author of numerous marketing and intellectual property related articles. Two recent articles are “Fast-Tracking the Patent Process” that appeared in the November 2010 issue of Machine Design and a two-part series, “Don’t Overlook the Marketing Value of Your Company’s IP,” that appeared in the January 20 and February 3 AMA Marketing News.

Andrew MorrowAndrew MorrowTechnology ManagerOffice for Technology Commercialization, University of Minnesota

Andrew has been with the OTC since June, 2008. He spent the previous nine years marketing software within several industries. He began his business career with the licensing division of CBS MarketWatch, which, in 1999, had acquired BigCharts.com, a Minneapolis online software start-up. Andrew served as a National Accounts Manager. After MarketWatch, Andrew joined Traffic Technologies, a transportation safety products distributorship where he co-founded and directed sales and marketing for an online technology service division within the company. Most recently, Andrew served as the Director of Sales for Kardia Health Systems, a development-stage company commercializing cardiology practice management and reporting software originally developed by Mayo Clinic cardiologists and clinical technicians.

Program AgendaProgram Agenda


• Maximizing trade show attendance and exhibiting success

• Cost-effectively optimize your online presence

• Incorporating public relations into your technology marketing plan

• Proven strategies for marketing the tech transfer office within the campus community

• Leveraging external networks

• Q&A

Maximize trade show attendance Maximize trade show attendance and exhibiting successand exhibiting success


Maximize trade show attendance Maximize trade show attendance and exhibiting successand exhibiting success

Brochures & collateral material• Keep everything online- people hate to have to carry printed material-

UnGreen• QR CODES , Apps & V-Cards• Could be worth investing in a badge scanner• Manage production costs

What do you hope to accomplish? • Promote inventors rather than specific technologies


Cost-effectively optimize your online presence Cost-effectively optimize your online presence

Social media • Linked-In & twitter- Best e-Networking Power tools• External Marketing: Technology postings, event-conference marketing, faculty marketing,

helps set-up partnering meetings at conferences.• Internal Marketing: Faculty outreach, office exposure, event marketing. Facebook is a good tool

here.

App development• Cool cheap tool• A very cheap alternative to print marketing• Can better engage your community to your office: students, faculty & industry• Is all about smartphones- become an e-TTO

Professional networking sites• Field specific sites: Scilink, research crossroads, Epernicus• Free to subscribe• Helps engage younger faculty to the Industry scouting them


Video• Effective and appealing• YouTube, Vimeo,

iTunes University channels

• TTO Website• Featured technology –

then post in many places:

– Department website– University website– Video channels (above)– Local media outlets


Cost-effectively optimize your online presence Cost-effectively optimize your online presence

Incorporating public relations Incorporating public relations into your technology marketing planinto your technology marketing plan

Build your Industry BD Champion team• They will come to you when they need technology• They will sit in your boards-free advice useful for go-no/go decisions• They will open your emails• They will be your best partner in their company• They will help work on your sales pitch

Build your faculty Champion team• They help engage other faculty• In academia is all about “good word of mouth”• They will act as your informants- they know what’s going on in other people’s labs• They will take your business card with them= LICENSING LEADS• THEY WILL HELP YOU KEEP YOUR JOB

Build your TTO Network• Technology bundling• Share contacts & ideas• Overall Support


Incorporating public relationsIncorporating public relationsinto your technology marketing planinto your technology marketing plan

Using a wire serviceSocial media as a component of your PR strategyPromoting tech transfer stories that aren’t about licensesEngaging interns to help manage PRFocus on geographic or technological connectionUse the correct formatTell a success story

Offer interviews with inventors and/or licenseesProvide as much art as possible


Proven strategies for marketing the tech Proven strategies for marketing the tech transfer office within the campus communitytransfer office within the campus community

Set-up a series of entrepreneurial/ networking events• Brand them!- Vine & venture; Science w/o borders; Tech, Drugs, and Rock&Roll• Bring industry/entrepreneurs to the faculty

Outside events can provide a reason for campus outreach• AIA informational campaign

Tapping into resources that already exist• Sponsor their symposiums and research retreats-have a presence• Partner with other campus groups- students• Ex. Other department’s newsletters


Proven strategies for marketing the tech Proven strategies for marketing the tech transfer office within the campus community transfer office within the campus community

Reach out to corners of campus that don’t traditionally disclose

• Phds & Post Docs- Have the ear of the faculty and can act as great ambassadors for the TTO

• Engaging the next “American Idols”: Upcoming younger faculty.• Supporting app development has helped outreach across campus• Events aimed at faculty in humanities and social sciences

Be on site as much as possible• Coffeebreaks, intern office hours, even just sitting in a central location


Leveraging external networks Leveraging external networks

Faculty as marketing tool• Position your office as their commercial partner & agent

You are selling them and their product- they ARE the best selling point• Help them help you• They travel…A LOT – They can take your business card( V card) and sell their

technologies and you.

Forging industry relationships • Get to the S.A.U.C.E :

Building Strategic Alliances between Universities and Commercial Entities

• Let them help you• Build a BD Home team• U Technology Showcase


RecapRecap

• Set-up your buget-marketing roadmap & strategy• Pick the RIGHT shows• Go Online: brochures, search tools etc• Use social media as a marketing adjuvant• Leverage the power of the smartphone• Build trust with the faculty• Build credibilty with industry• Tap into campus networks• Build a faculty ambassador team• Build an Industry Champion team• Build a TTO support network


Questions?Questions?

• Utilize the chat box to the bottom left of your screen to submit a question to the panel. Please address your question to a specific presenter.

Or

• Press * 1 on your touchtone phone and this will place you into the phone queue.


low and no-cost solutions for marketing university innovations webinar june 26, 2012 presents: 1 -...

Documents

marketing value

marketing consultant

years marketing software

author of numerous marketing

new marketing opportunities

ama marketing news

patent process

university research