- Session Three- MARKETING BY CHANNEL

1. University TechnologyMarketing Boot CampMarketing Workshop for Technology Transfer Professionals -Session Three-MARKETING BY CHANNEL Sponsored by:

2. Welcome Total Access Pass Attendees • Technology Transfer Tactics Distance Learning Total Access Pass allows you to customize a distance learning program for your staff and faculty at a steeply discounted price with 4 convenient formats. • You can get details on our website at www.techtransfercentral.com and click on Tech Transfer University on the left sidebar.

3. Panel of Experts NICOLE NAIRSenior Marketing CoordinatorOffice of Technology ManagementUniversity of Illinois at Urbana-Champaign MARGY ELLIOTTMarketing & Communications ManagerColumbia Technology Ventures JEREMY STRATTONDirector of Client Services and Content StrategyNouvant

4. Interactions with 60-70 departments & units each year

5. Portfolio Distribution Cluster Computing Aerospace Batteries & Fuel Cells Graphics/Visualizations Manufacturing Processes Medical Devices Educational Tools Systems Security Semicon Processes & Devices Mobile Apps Solar Research Tools Control Systems Materials Medical Imaging Clean Air/Clean Water Electronics

6. “If you’ve seen 1 tech, you’ve seen 1 tech” Philosophy

7. Marketing Technologies • Website listings • Brochures/sellsheets • Email campaigns • Scientific Advisory Panels • Tradeshows (particularly partnering sessions) • Newsletters • Intern support • Market research • Finding contact information

8. Facilitating Relationships • Technology Showcase • Working with development & alumni officers on events/presentations in key cities/regions • Tradeshows • Materials promoting faculty research programs • Press releases • Social media

9. Enabling Inventors • Proof-of-Concept Fund • Mobile App Support • Making cross connections • U2B program • Non-licensing support • Support programs for Start-ups • I-Start, I-Corps site, Entrepreneurs & Designers in Residence, Chicago Innovation Mentors, business plan competitions

10. Social Media Best Practices • Select Appropriate Channels • Define Strategy: • How often? • Which content? • Target audience(s)? • Communicate • Not one-way • Be prepared to respond

11. LinkedIn: Individual or Office Use • 277 million members and 3.5 million active company profiles • Manage your online reputation • Market technologies & faculty • Find the RIGHT contact • Search people & background (can be useful in relationship building, negotiations) • Join groups and build your network

12. LinkedIn (Continued) FINDING CONTACTS • Join Groups • Send INMail • Follow/link to people POSTING • Business or industry related content/ links • Start conversations (e.g. Connect, Professional Women’s Network, powered by CITI)

13. Twitter CONTENT • All posts should include link, # and @Mention • Make it catchy. Don’t just copy/paste the title of the tech abstract • It’s ok to recycle content on Twitter TIPS • Follow your audiences, and interact with their content (retweet, respond, favorite) • Create #s and encourage use at events, or related to your content

14. Facebook CONTENT • May be a focused channel for internal audiences, or may be the same as Twitter • Include links – direct people • Include photos and videos TIPS • “Like” your audiences, and interact with their content (like + share) • Tag others in your content, encourage interaction

15. Vimeo/YouTube CONTENT • Events & Lectures • Inventor Interviews / Pitch Practice • Interviews with interesting visitors: VCs, Industry, Entrepreneurs • Invention demos TIPS • Tagging • Integrate with website, other materials

16. Other Tools • Pinterest • Google+ • etc. Show up where your audience(s) already spend time

17. Pitch Presentations/Showcases • Level of detail must match the time and audience • Only show key data figures • Importance of slide headlines to quickly sell each slide’s take-home message • Know the technology well, anticipate questions and concerns

18. What Do We Consider a Success? • Signing a license • Bringing recognition to the University • Helping the investigator form a start-up company • Bringing research money into an investigator’s lab • Getting products on the market • Bringing $$$ to the University and inventors • Public relations opportunity to show off economic development

19. Multi-Channel Content Strategy • “Where is the … ?” • Abstract/Non-Confidential Summary • Related data and links • inventor • Contact/licensing officer patent, etc. info and channel links) • Images, Videos • Attachments/deliverables (pdf, etc.)

20. Multi-Channel Content Strategy • Original content/source files • Format later, per channel and medium, if possible • Media/Vehicle: • Word • PowerPoint • PDF • HTML • XML • Video/Images • Don’t assume easy transfer of content across media (Word to HTML, PDF to anything…)

21. Multi-Channel Content Strategy PDF to Word: Keep the editable source file! Paste from Word:

22. Multi-Channel Content Strategy Word to HTML:

23. Multi-Channel Content Strategy HTML to Word:

24. Multi-Channel Content Strategy HTML to PDF — API tool

25. Multi-Channel Content Strategy Keep source formatting minimal Wearable Multifunctional Sensors NCSU is seeking an industry partner to commercialize a novel, wearable dry bioelectrode applicable to strain, pressure and touch sensing as well as stretchable antenna applications. Abstract The most common electrode used in clinical applications is the silver/silver chloride (Ag/AgCl) pre-gelled electrode. While these electrodes are reliable and cost effective, the required use of an electrolytic gel limits the long term use. The gel dries out over time causing skin irritation and a degradation in signal quality. Advantages for wearable multifunctional sensors: Ability to mount sensors onto curvilinear surfaces such as human skin, robotic systems and prosthetics. Ability to maintain good performance under bending and stretching. Excellent linearity under a very large strain range (0-50%). Fast response to strain, pressure and touch. Simple and scalable fabrication process.

26. Multi-Channel Content Strategy Markdown Formatting: # Wearable Multifunctional Sensors _NCSU is seeking an industry partner to commercialize a novel, wearable dry bioelectrode applicable to strain, pressure and touch sensing as well as stretchable antenna applications._ ## Abstract The most common electrode used in clinical applications is the silver/silver chloride (Ag/AgCl) pre-gelled electrode. While these electrodes are reliable and cost effective, the required use of an electrolytic gel limits the long term use. The gel dries out over time causing skin irritation and a degradation in signal quality. ## Advantages for wearable multifunctional sensors: * Ability to mount sensors onto curvilinear surfaces such as human skin, robotic systems and prosthetics. * Ability to maintain good performance under bending and stretching. * Excellent linearity under a very large strain range (0-50%). * Fast response to strain, pressure and touch. * Simple and scalable fabrication process.

27. Multi-Channel Content Strategy Daring Fireball “Dingus”http://daringfireball.net/projects/markdown/dingus

28. Multi-Channel Content Strategy http://daringfireball.net/projects/markdown/dingus Paste to Word Preview Formatting and Test Link

29. Questions? Utilize the public chat at the bottom left of your screen to submit your question. The panel will address them in the order they are received. Thank You!

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