As the role of technology transfer offices continues to evolve — with more focus on startups, rising emphasis on impact, and heavy involvement in economic development and corporate partnership — it’s critical to communicate this changing focus and expanded mission to stakeholders and customers: faculty, administrators, alumni, licensees, investors, partners, and the public at large. And your brand – and in some cases your “rebrand” – is a key factor in how you present yourself, and well as how you’re perceived.
Branding is the foundation of marketing strategy, and your brand needs to be carefully developed and nurtured to ensure a solid base upon which your marketing, your reputation, and your overall performance is built.
That’s why our Distance Learning Division has partnered with senior director of marketing and communication for the University of Utah’s PIVOT Center, Amanda Ashley for this practical webinar workshop:
Ms. Ashley will teach you how to clearly define or redefine your brand, from strategic vision, principles, and philosophy to practical strategies and tactics for creating a style, tone, and on-brand messaging directed to key stakeholders.
Here is a sneak peek at the program agenda:
- What is a Brand Identity and Why is it Important?
- Defining your Brand
- How to conduct a brand workshop with your team
- Brand guidelines
- Brand Goals and Measuring Success
- What do you want to accomplish?
- How do you know it’s working?
- How to Translate Brand Strategy to Action and Tactics
- What do you represent?
- Who are you talking to and what’s important to them?
- Research and Analytics
- Storytelling
- It’s not all once upon a time…
- Personas
- Content Strategy that changes behavior
- Digital Communities of Participation
- Best/Worst Practices
- Consistency vs. Inconsistency
Plus: Get all of your questions answered during the interactive Q&A portion of the program.
After the live session, keep the on-demand video for future training and education
Meet your program leader:
Amanda Ashley
Senior Director of Marketing & Communications
PIVOT Center – University of Utah
Ms. Ashley has been director of marketing and communications at PIVOT since 2022 and with the U since 2016. She leads a team responsible for developing branding, marketing, and communication strategies to advance the U’s innovation ecosystem through the sharing of effective practices and ideas related to technology commercialization, corporate engagement, and economic development. Amanda focuses on collaborating and working together with partners to achieve a shared strategic vision to advance university discoveries that improve lives and benefit society.
Additional Lines
Orders for all live programs will include up to five additional lines at no additional charge for staff within your organization who can attend remotely, and all live programs will include our digital package – the on-demand video and transcript.
These will be delivered soon after the live program with no extra fee. In the current climate resulting from pandemic control efforts, we hope these additional access options will help your organization continue to receive important professional education and training safely and regardless of travel and social distancing restrictions.
