Besides the benefits of the technologies themselves, one of the most important aspects of IP commercialization is telling the technology’s story in a compelling way to attract licensees, funding, and research partners. And internally, faculty outreach efforts are just as important to keep the pipeline of inventions cranking and ensure faculty are knowledgeable about the process and the potential their IP holds. Ensuring the story is heard by the right people is also paramount to success.
There are many ways to convey the message, but a cookie-cutter approach just won’t do. Digital marketing, business plans and pitches, scouting, and outreach efforts must be customized by channel and target audience to achieve success. Some channels, plans and efforts work better than others – and busy TTO marketers don’t have time to waste on ineffective tactics.
To help your TTO hone your marketing plans and strategies, we’ve recruited a panel of top university technology marketing professionals to present their keys to success and their experience-based guidance in this idea-filled webinar:
Please join our panel of technology marketing experts – Clemson University’s Clarissa Austin, Emory University’s Linda Kesselring, Amanda Ashley from the University of Utah and Johns Hopkins University’s Cindy Madden – when they reveal their best performing efforts, dissect campaigns that didn’t perform as expected and discuss their branding strategies.
Here is a look at the agenda:
- Internal marketing efforts that packed a punch… and ones that fell flat
- Marketing do’s and don’ts when communicating with external stakeholders
- Lessons learned from successes and failures
- How to uplift your brand position…and what can hurt it
- Success levels by channel:
- Social media
- In-person events
- Blogs/newsletters
- TTO website
- Trinkets and branded giveaways
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 team of presenters:
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.
Clarissa Austin
Assistant Director for Marketing,
Business Development, and Branding
Clemson University Research Foundation (CURF)
Ms. Austin oversees the development and implementation of the CURF marketing strategy and works to promote the research being conducted by Clemson University faculty inventors. Prior to joining CURF in 2018, Clarissa was the training and communications coordinator at Clemson University in the Office of Sponsored Programs. While there, she redeveloped the office website, managed social media platforms, and coordinated several campus-wide events. Clarissa is passionate about marketing and has spent the last 10+ years working to improve brands, increase client engagement and awareness through social media management, content creation, graphic design, and advertising.
Linda Kesselring
Operations Director
Office of Technology Transfer
Emory University
Ms. Kesselring is responsible for assisting the Executive Director and team leaders in all operational activities and manages the finance and marketing teams as well as outside contractors and undergraduate students. Key activities include business process, data analysis, finances, marketing and social media, and information technology. She is a Registered Technology Transfer Professional (RTTP™) and an active member in AUTM. Linda volunteers as the chair of the website committee and a member of the operations & compliance course committee.
Cindy Madden
Marketing Manager
Johns Hopkins Technology Ventures
Ms. Madden strengthens the university’s reputation as a commercialization institution by executing external and internal communications, strategic marketing, and branding. Prior to JHTV, Cindy served as the Assistant Director of Communications at Stevenson University where she created and implemented marketing and retention initiatives. She also worked in the corporate arena as a Marketing Manager on customer-focused campaigns and has produced video and design content.
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.
