Transcript Tech Transfer Marketing on a Shoestring

Tech Transfer Marketing
on a Shoestring:
Guerilla Tactics in a Budget-Cut World
Presented by:
Dee Anderson (Brigham Young University)
Jamie Hall (University of British Columbia)
Brandon Reynolds (University of Texas at Tyler)
Low and No-Cost Strategies For Branding Your TTO
 Integration of TTO into university branding
- Pros and cons
 Engaging PR firms
- BYU’s experience
- Business Week article (see next slide for full article)
 Could be a slippery slope
- Work closely with University to maintain compliance
- Deal directly with the university’s marketing department
- Communication is the key
Technology Transfer Tactics www.technologytransfertactics.com
Brandon 2
Business Week article about BYU
BYU’s agreement with Business Week allows us to post the pdf as is, with no
print or extraction privileges.
We encourage attendees to download the article at the link below as we will
be discussing it during the live program:
http://unicomm.byu.edu/files/byu-business-week-proof.pdf
Technology Transfer Tactics www.technologytransfertactics.com
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Going Guerilla: It’s The Little Things That Count
 Tips for choosing the right:
-entrepreneur
-licensing professionals
-licensee
 “Walk the halls”
 Make the most of networking opportunities and conferences
 Building relationships with faculty, researchers, community
 Exude professionalism in every transaction, meeting, etc.
 The importance of consistency
 Intranet usage and maintenance
Technology Transfer Tactics www.technologytransfertactics.com
Dee 4
Best Practices For Web-Based Marketing
 Social media
- Successfully sail these choppy waters
- Twitter
- Facebook
- LinkedIn
- Hootsuite and more
 Email strategies
- pros and cons of email marketing
- RSS
 Video clips and instructional videos
- Another medium for elevator pitches
- Host “events”
 Online listings
- The good, the not so good and the avoid at all costs
Technology Transfer Tactics www.technologytransfertactics.com
Jamie 5
Engaging Faculty in Your Marketing Efforts
 View researchers as a marketing channel
 Mini workshops
 Conducting effective one-to-one meetings
 Give credit where credit is due
Technology Transfer Tactics www.technologytransfertactics.com
Brandon 6
Internal and External PR Efforts That Work Wonders
Tips for partnering with PR firms
- How to find the right match that keeps in line with your vision
- How to keep costs at a minimum or even free
 Again, engaging with researchers and faculty is key
 What about engaging students and interns?
Technology Transfer Tactics www.technologytransfertactics.com
Dee 7
Marketing Collaborations With Other Universities
 Focus on West Coast Licensing Partnership
Background:
- Initiated by UBC
- Involving 8 west coast institutions (SALK, Scripps. OHSU etc.)
- Bundled compatible technologies.
- One-stop shop for licensees, added value, shared marketing
resources.
 Difficulties encountered
 Success stories
Technology Transfer Tactics www.technologytransfertactics.com
Jamie 8
Avoid These Resource-Draining No-Cost Efforts -They’re Just Not Worth It!
 “Technology Showcases”
 Other resource draining activities
To stay successful you must determine key messages – linked to strategic plan of
office and identify key audiences and what they need to hear.
 Hear from the audience during the add-on roundtable session
Technology Transfer Tactics www.technologytransfertactics.com
Brandon 9
Leveraging Campus Resources as Partners
in Your Marketing Push
 On campus communication activities with:
- faculty
- alumni
- development
- public affairs
- funding agencies
 Business plan competitions
 MBA programs
 Entrepreneur-in-residence
Technology Transfer Tactics www.technologytransfertactics.com
Dee 10
Web Analytics: Case Study From the U of BC
Pro-Neck-Tor Helmet
• Demonstrating public demand to help licensing
• Leveraging campus resources
• Ducks in a row
• Measuring response
• Media
• Awards
• Website
o Scale
o Identity
o Qualitative
Technology Transfer Tactics www.technologytransfertactics.com
Jamie 11
Web Analytics: Case Study From the U of BC
Technology Transfer Tactics www.technologytransfertactics.com
Jamie 12
Platform Marketing vs Piecemeal Strategy:
Which is Best For Your TTO?
 Quantity vs quality
 Target your audience
 Market research findings should drive your method
 Why you can/should target different markets for one product
Technology Transfer Tactics www.technologytransfertactics.com
Brandon 13
Engaging Web-Savvy VCs and Angels
Social media
Video pitches
 Utilizing various media methods:
- print
- TV
- conferences
 How just one article turned a lot of VC’s and Angel’s heads
Technology Transfer Tactics www.technologytransfertactics.com
Dee 14
Panelist Information
Jamie Hall has been the Communications Officer at the University of British Columbia’s University-Industry Liaison
Office (UILO) since 2006. He has over 15 years of experience working in marketing and communications in the UK
and Canada, including work for Scotland’s film commission and the University of Edinburgh, where he was
responsible for the university’s corporate identity and branding activities. At UBC, Jamie manages both the external
and internal communications of the UILO, and provides support in marketing UBC technologies to potential licensees
and investors. ([email protected])
Brandon Reynolds is the Project Development Manager in the Office of Sponsored Research at The University of
Texas at Tyler. In this position, he is responsible for marketing research and the resulting intellectual property.
Brandon received his B.B.A in Marketing from The University of North Texas in 1999. After graduation, he spent
three years in the radio and television industry working with both local and national accounts. He then moved into
project management in the sign industry working with large national clients. Intermingled with these two roles he
worked with a start-up online training company and has pursued proficiency in the field of web development and
web marketing. ([email protected])
Dee Anderson is the Associate Director for the Technology Transfer Office for Brigham Young University in Provo,
Utah. He is responsible for commercialization planning, patenting and licensing functions for Electrical and
Computer Engineering, Civil and Environmental Engineering, and Computer Science departments and the School of
Technology, Compliant Mechanisms in the Mechanical Engineering Department, and other select projects. Dee has
twenty eight years of entrepreneurial experience in the fields of Manufacturing, Real Estate Development, Financial
Management, Computer Software and Hardware and Telecommunications as well as vast experience in creating
successful companies in the high tech field with significant expertise in marketing, finance and operations. He
earned a Bachelors Degree in Business Management with concentration in Finance from Brigham Young University
in 1979. ([email protected])
Technology Transfer Tactics www.technologytransfertactics.com
15
Tech Transfer Marketing
on a Shoestring:
Guerilla Tactics in a Budget-Cut World
This program is also available on CD, as an MP3 download or a PDF Transcript.
To order, visit http://www.technologytransfertactics.com/content/audio/moas/
or call 239-263-0605.
Technology Transfer Tactics www.technologytransfertactics.com
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