Tech Transfer Central
Industry-Sponsored Research Management

Tech Transfer Marketing on a Shoestring: Guerilla Tactics in a Budget-Cut World

Format: MP3, CD, or PDF Transcript
Originally presented: March 09, 2010

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In university labs worldwide, thousands of innovations are developed by the brightest researchers in every field — medicine, biotech, energy, agriculture, aerospace, computers, communications, optics, robotics …the list goes on and on.

And in every one of these industries, powerful companies looking to expand and get the latest edge over the competition are eagerly seeking out new innovations. Yet only about 1% of inventions disclosed to tech transfer offices ever make it to the marketplace!

So, what’s the deal? For starters, many TTOs don’t have dedicated marketing professionals or even a formal marketing budget for their innovations. That’s why this program has been designed for both non-marketers and marketing pros alike. We’ve recruited three tech transfer marketing veterans who have been in the same boat, charged with the task of effectively marketing their university’s innovations armed with few tools and a skimpy budget. They’ve learned how to do more with less, using “guerrilla” low-cost techniques that bring in licensees without spending a fortune on glitzy marketing bells and whistles — and they’ll share those techniques in this practical, how-to distance learning event.

Tech Transfer Marketing on a Shoestring:
Guerilla Tactics in a Budget-Cut World

Join Jamie Hall (University of British Columbia), Brandon Reynolds (University of Texas at Tyler), and Dee Anderson (Brigham Young University) for this invigorating 90-minute audioconference where you’ll discover a treasure trove of inventive, clever, out-of-the-box ideas to move your innovations to market without busting your budget. Here’s what your expert marketing team will cover during the program:

  • Low cost and no-cost strategies for branding your TTO
  • Going guerrilla: It’s the little things that count
  • Best practices for web-based marketing:
    – Social media
    – Email strategies
    – Video clips and instructional videos
    – Online listings, and more
  • How to engage faculty in your marketing efforts
  • Internal and external PR efforts that work wonders
  • Marketing collaborations with other universities
  • Avoid these resource-draining no-cost efforts — they’re just not worth it!
  • Leveraging campus resources such as MBA programs, entrepreneur-in-residence, etc. as partners in your marketing push
  • Web analytics: They’re not just for gauging campaign results anymore. We’ll review a case study from the U of British Columbia that saved the TTO thousands of dollars and resources
  • Platform marketing vs piecemeal strategy: which is best?
  • How to engage web-savvy VCs and Angels
  • And much more!

Plus you’ll also get to listen to the 30-minute add-on web forum that followed the live program!

Your Expert Panel

Jamie Hall Jamie 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.

Brandon Reynolds Brandon Reynolds is the Project Development Manager in the Office of Sponsored Research at The University of Texas at Tyler. He 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. His current position is responsible for marketing research and the resulting intellectual property.

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. Mr. Anderson 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.

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CLP Credits are also available.


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