Embracing the Entrepreneurial Spirit

1. Embracing the Entrepreneurial Spirit The Research Administrator’s Guide to Saving Your Department in Hard Financial Times

2. Part 1: Things You Almost Control Saving the Costs you can (sometimes) READ the proposal • Cost Sharing • NIH Salary Cap • NSF Mandatory Cost Sharing • Administrative Time • A-21. B.(2) The salaries of administrative and clerical staff should normally be treated as F&A costs. Direct charging of these costs may be appropriate where a major project or activity explicitly budgets for administrative or clerical services and individuals involved can be specifically identified with the project or activity. "Major project" is defined as a project that requires an extensive amount of administrative or clerical support, which is significantly greater than the routine level of such services provided by academic departments. Some examples of major projects are described in Exhibit C.

3. Part 2: Technology: Friend or Foe? • Using Technology to sell services or save money • On-line courses • Office of Extended Studies/Shady Grove • Selling Services (Recharge Centers) • Maryland Neuroimaging Center (MNC) • Online research/surveys • Amazon Turk

4. Part 3: Wearing Too Many Hats… • Finding Funding/Sustainability • Sponsored Funding vs. Gifts • Marketing • Engaging our Faculty, Administration, Customers

5. Message Platform: Our goal is to increase knowledge and understanding of the brain in a manner that will help improve XXXX. Neuroimaging Center Brand Pyramid intelligent inclusive curious motivated collaborative Brand Personality Discovery that will: -improve health through science -inform policy development -understand and influence behavior -make a difference in people’s lives Emotional Rewards -University of Maryland brand -significant intellectual capital -multi/trans-disciplinary venture -state of the art technology & facility -premiere location and access to influencers Functional Attributes/Features Engage in interdisciplinary, holistic, cutting-edge neuro-scientific research of brain mechanism and function to help inform, influence, and improve XXXX Mission and Vision Foundational Elements University Strategic Priorities Innovation & Entrepreneurship Internationalization Service to the People of Maryland Student Access & Opportunity Carla Andrews-O’Hara

6. Maryland Neuroimaging CenterStreamline the Rhetoric • Use the brand pyramid as a message guide • Focus on the “human benefits” in terms of functional and emotional benefits • Stay on message and ensure everyone is saying the same thing • Ensure seamless consistency of verbal and visual messages in all mediums (web, print, f2f) • Recognize that some organizations will be more interested in the research and the technology, while some will want to hear about outcomes • Be prepared to answer direct questions with an equally direct response Carla Andrews-O’Hara

7. Maryland Neuroimaging CenterPrimary Audience Demographics Carla Andrews-O’Hara

8. Maryland Neuroimaging CenterSecondary Audience Demographics Carla Andrews O’Hara

10. Judi Cohn Gorskijcgorski@umd.edu University of Maryland, College Park Manager Maryland Neuroimaging Center Kimberly J. Schmidtkschmidt@umd.edu University of Maryland, College Park Director of Administrative Services Department of Psychology