Tech Transfer Central

Low and No-Cost Solutions for Marketing University Innovations

Format: On-Demand Video/Transcript, or DVD
Originally presented: June 26, 2012

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Price: $197
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Marketing your technologies doesn’t have to break the bank…

Technology Transfer Tactics has designed an idea-filled one-hour distance learning program for both non-marketers and marketing pros alike. We’ve recruited four top-tier 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 low-cost techniques that bring in licensees without spending a fortune on marketing bells and whistles – and they’ll share those techniques in this practical, how-to webinar:

Low and No-Cost Solutions
for Marketing University Innovations

Your expert panel will share their proven strategies related to pull and push marketing methods that produce results without breaking the budget – here’s a look at a few of the ideas you’ll discuss:

  • Maximizing trade show attendance and exhibiting success
    • What do you hope to accomplish at the show?
      • professional meetings & scientific conferences vs industry tradeshows
    • Exhibiting vs attending
      • money saving strategies if you do decide to exhibit
    • Brochures & collateral material
  • How to cost-effectively optimize your online presence through:
    • Social media
      • Picking the right channels
      • Resources to maintain your presence without becoming a time sink
    • App development
    • Professional networking sites
  • Incorporating public relations into your technology marketing plan
  • Proven strategies for marketing the tech transfer office within the campus community
    • Outside events can provide a reason for campus outreach
    • Tapping into resources that already exist
    • Reaching out to corners of campus that don’t traditionally disclose
  • Leveraging external networks by:
    • Faculty as marketing tool
    • Forging industry relationships

The strategies revealed during this program are worth their weight in gold!

Your expert faculty:

Montserrat Capedevila is director of sales, marketing and international relations at Johns Hopkins Technology Transfer (JHTT), where she and her team created the first tech transfer app, internationalized JHTT, hosted numerous companies and entrepreneurial events, and created an environment that builds successful academia -industry partnerships. Ms. Capedevila also helped design the Maryland Community of Innovation in the Life Sciences, a virtual online community of translational researchers among Maryland‘s federal, academic and private life sciences sectors.

Nicole Nair is the Senior Marketing Coordinator for the University of Illinois Urbana-Champaign Office of Technology Management. Ms. Nair develops strategies to promote specific technologies, University research, or OTM services to the OTM’s constituents. This includes identifying new marketing opportunities, producing print materials, managing publicity efforts, overseeing the Office’s website, coordinating events, and managing social media channels. She also oversees a team of student interns. Prior to joining the University of Illinois in 2002, she worked for ten years in book publishing.

Alec Schibanoff is Vice President of Marketing for the GPC Group of Companies – General Patent Corporation, IPOfferings LLC, IP-Holdings LCC, and their affiliates and subsidiaries. General Patent Corporation is the leading patent licensing and enforcement firm, IPOfferings is a patent brokerage firm, and IP Holdings is an IP-centric merchant bank. He started his career in the office equipment and computer industry, managing marketing for the computer peripherals division of Brother International. From 1990 through 2005 he worked as a marketing consultant, and he joined GPC in 2008. He is the author of numerous marketing and intellectual property related articles. Two recent articles are “Fast-Tracking the Patent Process” that appeared in the November 2010 issue of Machine Design and a two-part series, “Don’t Overlook the Marketing Value of Your Company’s IP,” that appeared in the January 20 and February 3 AMA Marketing News.

Andrew Morrow is Technology Manager at the University of Minnesota Office for Technology Commercialization. Andrew has been with the OTC since June, 2008. He spent the previous nine years marketing software within several industries. He began his business career with the licensing division of CBS MarketWatch, which, in 1999, had acquired, a Minneapolis online software start-up. Andrew served as a National Accounts Manager. After MarketWatch, Andrew joined Traffic Technologies, a transportation safety products distributorship where he co-founded and directed sales and marketing for an online technology service division within the company. Most recently, Andrew served as the Director of Sales for Kardia Health Systems, a development-stage company commercializing cardiology practice management and reporting software originally developed by Mayo Clinic cardiologists and clinical technicians.

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