Tech Transfer Central
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Best Practices for Using Video to Market University Technologies

Format: On-Demand Video, DVD, or PDF Transcript
Originally presented: April 27, 2011

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Web-based and e-mail marketing have become an integral part of most TTOs’ marketing strategies, but the impact of online efforts can be limited by the relative inability to engage prospects and truly demonstrate your technology’s potential. But a growing number of TTOs are marrying video with their online marketing, creating a low-cost but high-reach and high-impact channel for capturing the attention of licensees and investors, as well as marketing their TTO to both internal and external stakeholders.

To help guide your own video marketing efforts, Technology Transfer Tactics has recruited an international panel of experts — all of whom use video to push their innovations, but in distinctly different ways, and with great success.

Betsy Merrick from the University of Texas at Austin uses video as a branding tool for the OTC as well as a supplement to licensing presentations. Shirley Jamieson from the University of Cambridge, UK uses video clips to directly market technologies for funding and licensing opportunities. Stephen Kinsey from the University of Maryland incorporates video marketing into nonconfidential summary supplements.

Join our high-level panel for:

Best Practices for Using Video to Market University Technologies

Here’s a partial list of topics you’ll see covered:

  1. Getting the biggest bang for your buck with tips for budgeting costs, time and resources
  2. How to storyboard your production for maximum impact
  3. Best coaching practices for “camera-ready” presentations
  4. Gauging your video marketing plan’s success with proven metrics
  5. Using video to make your website “sticky”
  6. How embedded video links can boost results of PR releases and e-mail promotions
  7. Where video clips should fit into your master marketing plan
  8. Steering clear of the cookie cutter when shooting PR-related, invention-specific or faculty-focused videos
  9. Which platforms are best for university technology videos

Plus, we’ll share clips during the program and discuss the strategy, preparation and costs associated with each!

Whether you’re investing in videos with high production value or taking a grassroots approach, this webinar will help you to make the most of your video marketing efforts!

Your Expert Panel of Presenters:

Betsy Merrick – Associate Director of Marketing and Public Relations – UT Austin Office of Technology Commercialization
Ms. Merrick leads the UT Austin Office of Technology Commercialization through all phases of external and internal communications, strategic objectives, branding and positioning, public relations, and online web initiatives. She has more than 20 years of national and international experience in public relations, marketing and corporate communications. Ms. Merrick’s corporate experience includes management roles for Fortune 50 companies including: AT&T, Dell Computer and Bell Atlantic. Prior to joining OTC, she was Vice President/Partner for The Thompson Group, a nationally recognized marketing firm focused on major Texas marketplaces.

Stephen Kinsey, MS, MBA – Technology Licensing Officer, University of Maryland, Baltimore Office of Technology Transfer
Mr. Kinsey joined the University of Maryland, Baltimore Office of Technology Transfer staff as a Technology Licensing Officer in May 2008. In this role, he negotiates licensing agreements, corporate sponsored research agreements, confidential disclosure agreements and MTAs and actively identifies and markets university technologies to potential licensees. He has developed a number of innovative programs such as an express option for background IP involved in corporate research agreements, the use of social media for technology marketing, and a program to disseminate unlicensed research tools.

Shirley Jamieson – Head of Marketing – University of Cambridge – Cambridge Enterprise
In 1999 Ms. Jamieson co-authored the successful bid on behalf of the University of Cambridge to create the Cambridge Entrepreneurship Centre. She has extensive experience with start-up companies from her 15-year career in executive search. For six years she served as Managing Director of Scientific Resources, part of the Generics Group. During the mid 1990s, Ms. Jamieson ran her own consultancy firm specializing in senior appointments for technology-based companies. In 2002 she was the Cambridge Evening News “Business Woman of the Year.”

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