On December 12, 2024, RCTT's experts took part in the webinar "Power of Marketing in a Tech Transfer: What is a Good Strategy?" organized by Association of University Technology Managers (AUTM).

The webinar addressed the following questions:

• Different marketing approaches - active (what makes this successful), passive, internal (outreach) &   external: one size doesn’t fit all
• Role of social media (online and in-person networking by TTO personnel)
• When do you begin the campaign?
• Role of the marketer versus role of the inventor in marketing
• How do you measure marketing success·    
• TTO marketing road map: learning & making adjustments through a campaign
• WIFM for every stakeholder in a marketing activity (inventors, licensing manager, industry scout/BD, marketer)

Presenters: 

• Andrew Rankin, Technology Deployment Outreach Lead, Idaho National Lab
• Nadia Cantu, BD Manager of the Harbert Institute for Innovation and Entrepreneurship , University of Alabama
• Sue Rhoades, Manager of Industry Engagement in Drexel Applied Innovation, Drexel University
• Eusebio Pires, Rutgers, The State University of New Jersey
• Olena Danylyuk, Licensing Associate, Henry Ford Health System
• Janet Yancey-Wrona, Technology Business Manager, University of Maine

The presentation of the webinar can be found here.

With a video of the webinar here.