University Technology Marketing Boot Camp Marketing Workshop for

University Technology Marketing Boot Camp Marketing Workshop for Technology Transfer Professionals -Session Two. MARKETING WRITING BEST PRACTICES Sponsored by:

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. techtransfertactics. com and click on Tech Transfer University on the left sidebar.

Panel of Experts NICOLE NAIR Senior Marketing Coordinator Office of Technology Management University of Illinois at Urbana-Champaign MARGY ELLIOTT Marketing & Communications Manager Columbia Technology Ventures JEREMY STRATTON Director of Client Services and Content Strategy Nouvant

Technology Summary Basics Uses in addition to web postings ◦ Sell sheets ◦ Newsletters ◦ Tradeshow materials ◦ Event materials ◦ Background material for press releases

Technology Summary Basics Timing ◦ When to write summaries ◦ When to post summaries Who writes your summaries? Which technologies get written up? ◦ How will you handle inventor portfolios

Writing for humans vs. search engines Two Audiences, One Voice: the abstract is aimed at both the potential licensee and Google. Write for Humans: a clear, concise technology description for the people who may be most interested in it. Principles of good writing and formatting apply for both audiences: ◦ ◦ ◦ Headings and subheadings (h 1, h 2…) Clear communication of unique content Use and repeat important terms (“key words”) in headings and body Bulleted lists Consistent formatting from page to page (abstract to abstract)

Writing for humans vs. search engines Google says:

Write Good Content: Source Material Abstract/Summary Disclosure Patent Publications Inventor/Lab Website University News Releases External Publications Images Videos Google – how do others within the realm of the technology and your intended audience talk about the technology? (other universities, industry, commercial applications, etc. ) What’s missing? The Inventor

Write Good Content: Types of Content Non-Confidential Summary/Abstract Categories Disclosure Weblinks Patent Link and Figures (Graphics) Publications Links Inventor Information – bio, department/lab link Technology Manager Images, captions and alt-text Videos Attachments

Write Good Content: Types of Content

Write Good Content: Abstract Sections Technology Title — #1 Keyword Field Subtitles/Subheadings First Section — Marketing and Keywords Second Section and Heading —Technical Information Applications Advantages

Write Good Content: Abstract Sections Technology Title — #1 Keyword Field Subtitles/Subheadings

Write Good Content: Abstract Sections and Questions First Section — Marketing and Keywords ◦ What is it? ◦ What does it do? ◦ What problem does it solve? ◦ What is its potential value to a company/licensee? ◦ What is the envisioned product?

Write Good Content: Abstract Sections and Questions Second Section and Heading —Technical Information How does it do what it does? How has it been tested or proven? How is it unique from or better than other alternatives or existing solutions?

Write Good Content: Abstract Sections and Questions Applications ◦ Concise, bulleted list of possible commercial or other applications Advantages ◦ When possible, frame in terms of the technology's Feature, Value, and Benefit to a potential licensee or company:

Web Content Examples: Multi-Media Content Texas Tech University “Mommy Meds” App ◦ http: //ip. innovatetexastech. com/technologies/ttu-mm_pregnancy-medication-and-breastfeedingdrug-safety-mobile-app-mommymeds-for-iphone-or-android Search terms in: Title, Abstract, URL, Links, Image Captions and Alt Text

Web Content Examples: Multi-Media Content

Technology Summary Tips ◦ Don’t assume your readers are experts in the field ◦ Write for a broad audience and follow-up with technical details if requested ◦ Be conscious of statistics & information that will date your summary ◦ Don’t cut & paste from the disclosure or patent application ◦ Be a little careful when making quantitative claims about a market or industry

Written by commercialization analysts and communications interns. Designed by communications interns

Inventor Summaries Faculty “brand” Information to include about faculty ◦ Research program ◦ Honors/Awards (external) ◦ Representative publications/patents ◦ Previous licensing activity (if non-confidential) ◦ Previous start-up involvement

Emphasizing the Technology or the Inventor? Marketing isn’t always about licensing (immediately) Some activities & materials promote technologies ◦ Posting tech summaries online ◦ Direct outreach/ email campaigns ◦ Sellsheets Some activities & materials promote relationships ◦ Showcases ◦ Tradeshows ◦ Newsletters ◦ Press releases ◦ Social Media

Resources: Where Do You Get Information? Patent application & disclosure (of course) Internal assessments Standard non-confidential abstracts Faculty websites Press releases & other departmental materials ◦ Videos ◦ Publications

Design/Layout Printing options ◦ Traditional offset press (rarely) ◦ Digital press Student designers Professional designers

Faculty portfolio in one listing Links out to faculty website and publication

Simple faculty directory for a tradeshow partnering session Easy to update Student designed

Faculty directory for UI research showcase. Offset print. Professional design. Updated every 2 years

Writing for Social Media: Twitter (a preview to next week) 140 characters or less Writing well matters! Always include: ◦ Shortened link to more information ◦ Hashtag (#Columbia. Innovation) ◦ @Mention (broader exposure)

Writing for Social Media: Twitter

Writing for Social Media: Twitter Exemplars Nice #Hashtag use Conversational I want to learn more, but missing link

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!

Contact Us Nicole Nair: nnair@Illinois. edu Margy Elliott: margy. Elliott@Columbia. edu Jeremy Stratton: jstratton@nouvant. com