(Weds. - Fri.)
1 – 3 p.m. CST
Note: This is the Marketing Course usually held at the Annual Meeting. If you were looking for the Annual Meeting Marketing Course, this is your chance in 2021!
What It's All About
Before you can discuss a patent with an inventor or negotiate a license for a technology, you need to engage your audiences to start the conversation about your services and inventions. Branding and marketing are all about jump-starting these conversations.
Through the AUTM Marketing Course, you’ll learn about results-driven marketing strategies and tactics that you can start applying right away.
In this three-day, virtual course, your team of international instructors will answer a range of questions, including:
- What are branding and marketing? How are they different and how can you use them to advance your goals?
- What are strategies and tactics for branding your technology transfer office?
- What are useful, proven methods for marketing your technology portfolio?
- What are ways to position and market the full range of your institution’s unique assets?
- How can you maximize the effectiveness of your marketing efforts, from planning to assessing results?
Through presentations, case studies and hands-on group work, you will return to your office with new skills, tools, and ideas to help accomplish your organization’s goals.
Day 1: Branding & Marketing Your TTO
In this session, we'll discuss branding and why it is such a powerful concept. We’ll talk about examples of great brands and how you can apply similar concepts to your organization. This session also includes storytelling case studies for technology transfer, including patented and licensed technologies, startups and office outreach.
What you’ll learn:
Day 2: Market Research and Strategy Development
- The components of a strong brand and how to use that understanding to promote your office and the goals of technology transfer.
- How to identify the tools you need (and probably already have!) to help build your brand – and how to weave them together for maximum effectiveness.
- Tactics to reach your target audience with impactful stories.
- Tips for ‘telling’ and ‘selling’ your story across internal and external channels.
- How to measure success and leverage institutional resources.
How can you effectively and efficiently market the technologies available from your institution? With limited time and resources, you need to implement systems and supporting tools to help you efficiently manage key activities. In this session, we’ll discuss how to refine your market research and develop solid marketing materials for inventions, as well as how to identify the target audiences that have the most to gain from a license.
What you’ll learn:
Day 3: Executing Your Strategy
- How to identify and effectively communicate an invention’s value proposition.
- How to strategically develop technology marketing outreach, from passive to active techniques.
- Options for outside marketing services and channels, both free and paid.
- How to identify audiences for technologies, develop targeted marketing materials for them, and leverage channels to connect audiences with your offerings
- Planning, tracking and measuring the effectiveness of marketing campaigns.
In this session, you’ll be challenged to think outside-the-box about your institution’s marketing assets and learn how to leverage institutional strengths. We’ll discuss how to create a strong value proposition and, importantly, how to integrate that value proposition into a marketing plan that drives results, from goals to tactics to measuring success.
What you’ll learn:
- Outside-the-box marketing assets and why these hidden strengths may be your key advantage.
- How to create an actionable value proposition for a marketing asset
- How to develop a cohesive marketing strategy that supports your organization’s goals
- How to integrate marketing goals, tactics, communications channels and institutional resources to create a plan that you can take back to your office and start implementing.