Tech Transfer Central
University-Industry Engagement Advisor
Four-Program Recorded Webinar Series

University Technology Marketing Boot Camp

Marketing Workshop for Technology Transfer Professionals
Format: On-Demand Video/Transcript, or DVD

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Price: $497
Save over $275 when you order the entire series!
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Technology and licensing managers often are well-versed in a wide range of technical and scientific fields, have an excellent grasp of IP law, and have a good handle on business and financial issues too. But when it comes to marketing, they are often at a near-total loss.

Agenda at a glance

Session One
Understanding Your Technology, Inventor and Market

Session Two
Marketing Writing Best Practices

Session Three
Marketing by Channel

Session Four
Content Strategy and Analytics

Telling an innovation’s story effectively and with a compelling call to action requires an entirely different skill set that most tech transfer professionals simply don’t yet have. It’s more than copying and pasting words and phrases from technology summaries into e-mails, press releases, social media posts and PowerPoint presentations. To ensure your message is getting through loud and clear to a specific target group with licensing, funding or buying power, you must also understand who your audience is and know how to communicate with them through each marketing channel at your disposal.

Though this expertise is sorely lacking at most TTOs, the good news is that marketing skills can be taught, practiced, and perfected. By focusing on shoring up this critical but often neglected area of professional development, your TTO will reap huge dividends in its ability to attract the licensees, investors, entrepreneurs, and partners you need.

That’s why Technology Transfer Tactics’ Distance Learning Division has brought together four university technology marketing experts to lead this how-to focused boot camp series. In four one-hour sessions, our top-notch panelists will lead you through the marketing process, from disclosure assessment interviews, how to pack a punch with your creative writing, budgeting, maximizing return on your marketing investment and so much more.

Order today and you’ll receive all four of these outstanding programs all of the original supplemental materials prepared exclusively for each program – all for just $497. That’s a savings of over $275 if you purchased these programs separately!

You get the On-Demand Video, Transcript, and original program materials – and receive unlimited access for you, your staff and faculty. You can use this valuable collection over and over whenever the need arises, and share it freely throughout your organization!

Your panel of presenters:

Nicole Nair
Senior Marketing Coordinator
Office of Technology Management
University of Illinois at Urbana-Champaign
Margy Elliott
Marketing & Communications Manager
Columbia Technology Ventures
Meredith Ragan Walker
Technology Transfer Specialist
Office of Technology Management
University of Illinois at Urbana-Champaign
Jeremy Stratton
Director of Client Services and Content Strategy
Nouvant

In each of these four one-hour sessions, we’ll dig into the topics listed below and many more. Here’s a peek at what’s covered:

Session OneSession TwoSession ThreeSession Four

Understanding Your Technology, Inventor and Market

Presenters: Meredith Walker and Margy Elliott

A technology has been given the green light, and it is now in your hands to market it for licensing, partnering or further funding. This program will zero in on best practices for extracting the data and information you need for a successful campaign. We will offer:

  • Tips for interviewing technology managers to get critical information beyond the technology summary
  • Getting to know your inventor: How to play up their strengths in your marketing efforts
  • Choosing and learning your market or markets: Size, Competition, Value Proposition
  • Creating a marketing plan and budget that includes: print, web, social media and more
  • Branding: by technology sector, by university, by TTO. Working in tandem with the university media department.
  • Giving back to inventors by providing resources such as:
    • elevator pitch guidance
    • lecture series
    • online tools
  • How to glean marketing copy from source materials and non-confidential summaries

Technology Marketing Writing Best Practices

Presenters: Jeremy Stratton, Nicole Nair, Margy Elliott

This session will give you clear, concise advice on how to take the technology summary and interviews conducted with the inventor and technology manager and weave that information into a multi-channel marketing campaign. In this session we will focus on the writing, not the marketing mediums. However, a variety of channels will be highlighted with best practice advice on how to write for each.

Our panel will contribute a technology summary, talk about how they decided what information to pull based on the target market or markets, and give examples of writing in chosen marketing mediums. They will also discuss:

  • Writing for humans vs. search engines
  • Understanding your audience for each marketing medium and how to craft your message based on that target group

Marketing by Channel

Presenters: Nicole Nair, Jeremy Stratton, Margy Elliott

In this session, we’ll take the lessons learned in Session 2 and create a “voice” by marketing channel, including.

  • Print 
  • Web
  • E-mail
  • Live Events
  • Networking
  • Social Media
  • Video
  • Presentations
  • Non-Confidential summaries

Content Strategy and Analytics

Presenters: Jeremy Stratton and Margy Elliott

Make and maintain your connection and relationship to your audience through:

  • Calls to action:
    • When and where to place them in your marketing efforts
    • What to capture and how to use it according to CANSPAM
  • SEO/Keyword analytics:
    • Discuss Google analytics recent updates such as “penguin” and “hummingbird” and how they affect your content marketing
  • Planning for success based on your TTO’s and your university’s goals and expectations
  • Formulating and reporting your results, and using those results to adjust future marketing efforts

To make this outstanding collection most useful to you and your organization, with your purchase you receive:

  • On-Demand Video access to all programs
  • Transcripts to all programs
  • Access to all of the original program materials including slideshows and handouts for attendees
  • Note: A DVD copy of the collection is available for an additional $50.

This distance learning series is sponsored by Invention Evaluator:

invention-evaluator-horizontal

Our Guarantee of Quality and Value

We stand 100% behind the quality and value of our products. If you are dissatisfied, simply let us know and we will send you an immediate refund for your entire order -- no questions asked.

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