Tech Transfer Central
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How to Successfully Rebrand Your TTO: Lessons Learned from UNH Innovation

Format: On-Demand Video, DVD, or PDF Transcript
Originally presented: May 22, 2014

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A complete rebranding and reorganization of a university’s research commercialization activity is a tough, risky, and time-consuming process – but it can also be a powerful engine that pushes a TTO to new heights.

Perception issues caused by disjointed and poorly branded commercialization units can severely hamper tech transfer efforts, but it’s not easy or comfortable to acknowledge that an entire research enterprise needs an overhaul — and it’s even less comfortable to undertake such a Herculean revamp with no guarantee that results will improve. In short, it takes courage, commitment, and a clearly defined plan of attack.

Done right, rebranding can have a profoundly positive impact, as tech transfer leaders at the University of New Hampshire can attest. The UNH’s former Office for Research Partnership and Commercialization has been reborn as UNH Innovation.

Prior to the rebranding, faculty and industry alike seemed confused about what the overall function of the tech transfer office was, and as a result many researchers ignored the office or failed to pursue promising commercialization activity for fear of “selling out” to industry. And industry, in turn, had little reason to consider UNH as a prime source of innovation.

The newly minted UNH Innovation has been designed to centralize the university’s commercialization efforts, while also diversifying its revenue stream beyond tech transfer by making UNH facilities more readily accessible to outside entities and by offering mentorship and scientific advising to regional companies.

The effort is succeeding on every measure: perception, outreach, revenue, industry engagement, and satisfaction. We’ve tapped Maria Emanuel, Ph.D., Associate Director and Chelsey DiGiuseppe, Marketing Manager with UNHInnovation to present a one-hour case study program that dives deep into the rebranding project and provides you with detailed strategies and lessons learned:

How to Successfully Rebrand Your TTO:
Lessons Learned from UNH Innovation

Take a look at the program agenda:

  • Case Study of the transformation from the Office of Research Partnership and Commercialization to UNH Innovation
  • How to evaluate your current branding and perception from faculty and industry
  • The pros and cons of branding separately from the university
  • Dealing with administrative red tape
  • How to handle faculty pushback
  • Overcoming and educating industry on past misperceptions as you rebrand
  • And much more…

Your Expert Presenters:

Maria EmanuelMaria Emanuel, Ph.D., Associate Director, has been with UNHInnovation since January of 2006. Dr. Emanuel engages with innovators to identify, evaluate, protect, and license their intellectual assets for commercialization. She works with UNH faculty, staff, and students throughout the University, with projects encompassing patent applications, trademarks, copyrights, and research tools. Dr. Emanuel also speaks regularly across campus on intellectual property-related topics.

 

Chelsey DiGiuseppeChelsey DiGiuseppe is Marketing Manager and acts as the point of contact for all UNHInnovation’s internal and external communications. In her role, she manages the UNHI website as well as designs and executes all communication efforts regarding public relations, faculty outreach, and promotion of UNH’s intellectual property and industry resources.  Chelsey has a bachelor’s degree in Graphic Design from Keene State College and joins UNHI with over 5 years of experience in marketing and communications in the technology field.

 

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