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Rebranding and Revitalizing Your TTO: U.Va. Innovation Case Study

Format: On-Demand Video, DVD, or PDF Transcript
Originally presented: February 07, 2013

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The role of technology transfer is evolving.

And for some TTOs, the structure, branding, marketing, and modes of operation have simply not kept pace with those changes – nor with changes in expectations from administrators, legislators, faculty, and other key stakeholders.

The days of being strictly faculty service-oriented are gone, as are the days of vanity start-ups and patenting every disclosure. The focus has shifted to one that translates research into tangible economic development — jobs, tax revenues, start-ups, and return on research investments. While some forward-thinking offices have stayed ahead of the curve, others are lagging behind — and need a radical makeover. But how can TTOs successfully navigate the transformation to a new focus, structure and brand? When you attend this webinar case study of the University of Virginia’s U.Va. Innovation, you’ll find out exactly how, step-by-step.

In 2012, U.Va. Innovation and the Licensing & Ventures Group emerged from the intense strategic efforts to rebrand, restructure, and revitalize the former U.Va. Patent Foundation. This major renovation involved upper administration as well as the entire researcher community, and required significant changes to the organizational structure and culture alike. It was a huge undertaking, and U.Va. Innovation is now ready to share the details of this journey with you.

Please join Technology Transfer Tactics and U.Va. Innovation’s leadership team as we explore how the foundation navigated to a new model for supporting innovation within and beyond the university:

Rebranding and Revitalizing Your TTO:
U.Va. Innovation Case Study

Join Executive Director Mark Crowell and Senior Manager of Marketing & Communication Morgan Estabrook as they share a behind-the-scenes look at U.Va. Innovation’s successful makeover. Register today for this in-depth case study and you will learn how university tech transfer leaders:

  • Identified innovation as a strategic priority
  • Took the pulse of more than 400 researchers
  • Implemented changes to the organizational structure, policies and procedures
  • Adopted a new business model focused on service and business development
  • Communicated progress internally to staff
  • Partnered with peer offices to align resources and identify common goals
  • Gained consensus and approval from upper administration and board
  • Developed and launched a new brand
  • Leveraged university resources and expertise to minimize costs
  • Continue to elevate the role and visibility of innovation at the university and throughout the region

Meet Your Faculty

W. Mark Crowell is executive director of U.Va. Innovation and associate vice president for research at the University of Virginia. Crowell’s 25-year career in university innovation includes extensive experience in technology licensing, start-up company formation, seed capital development, innovation-based economic development initiatives and planning, and research campus planning. Crowell came to U.Va. in 2010 after serving as vice president for business development at the Scripps Research Institute. Prior to joining Scripps, he spent 8-1/2 years as associate vice chancellor for economic development and technology transfer at the University of North Carolina at Chapel Hill after holding similar positions at North Carolina State University (1992-2000) and Duke University (1987-1992). Crowell served as president of the Association of University Technology Managers in 2005. He currently serves as co-chair of BIO’s Technology Transfer Committee and as a member of the board of directors of Southeast BIO. His national and international engagement includes chairing the Translational Research Forum at BIO’s international convention each year for the past three years, as well as recent invitations to speak and consult in such places as New Orleans, Bangkok, Tokyo and Rio de Janeiro.

Morgan E. Estabrook is an accredited public relations professional with more than five years of experience leading marketing and communications programs in a higher education research setting. As senior manager of marketing and communications for U.Va. Innovation, Estabrook works to elevate the profile of the University of Virginia’s innovation and entrepreneurship activities. In this role, she led the U.Va. Innovation branding initiative and launched a dynamic new website, implementing major cost-savings while introducing innovative features such as an interactive map of U.Va. ventures and a graphical “product pipeline.” Her work has also established U.Va. Innovation as a high-growth social-media influencer. Estabrook frequently leads educational sessions and webinars and serves as a mentor for candidates seeking the Accreditation in Public Relations, a designation she earned in 2012 through the Public Relations Society of America. Her work has been honored by the American Marketing Association, the Council for Advancement and Support of Education and McMurry’s Center for Professional Excellence. Estabrook previously held communications management positions at U.Va.’s School of Engineering and Applied Science and College of Arts & Sciences. She holds a Master of Mass Communication and a Bachelor of Arts from the Walter Cronkite School of Journalism and Mass Communication at Arizona State University.

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