The following is a list of the articles that appear in the May 2009 of Intellectual Property Marketing Advisor monthly newsletter. If you are already a current subscriber click here to log in and access your issue. Not a subscriber already? Subscribe now and get access to this issue as well as all of our back issues online! Plus you will receive a free subscription to IP Marketing eNews, the weekly online companion to Intellectual Property Marketing Advisor, and a free two-week posting on the popular Job Listings section of our website.

Intellectual Property Marketing Advisor,
Vol. 2, No. 5 (pp 49-60) May 2009

• Experts provide guidance on enhancing the value of your TTO’s brand. The term ‘branding’ is still relatively new in tech transfer marketing circles, and as such carries an aura of sophistication and complexity that may intimidate some TTO executives into thinking they’re not yet ‘ready’ to undertake branding activity. But the truth of the matter, says James Zanewicz, JD, LLM, of the University of Louisville Office of Technology Transfer, is that “whether you realize it or not, you create your brand with everything you do every day.” ……… p. 49
• Is blogging the next marketing frontier for your TTO? Blogs have become an important part of the communication landscape for the younger generation and for the more creative and aggressive marketers on the Internet, but they have yet to catch fire as a new venue for IP marketing. “I did some research about a year ago and found only one TTO that had a blog — the University of Nebraska,” recalls Lindsay Polak, marketing/communication manager for the University of Colorado TTO in Boulder. Polak just launched her blog in mid-2008 ……… p. 49
• Purdue brings Indiana schools together in research database to enhance tech transfer. Sometimes ‘sharing the wealth’ with other universities can mean enhanced IP marketing opportunities for all. That’s certainly the hope at Purdue University, which has encouraged the expansion of its Purdue University Research Expertise (PURE) database to include other state institutions, namely Indiana University, Ball State University, and the University of Notre Dame. The database, now called The Indiana Database of Research of University Expertise (INDURE), enables visitors to the site to enter technology search words and discover the most active researchers in a given area (ranked in order of their actual accomplishments), and then ‘drill down’ for a listing of their publications and grants ……… p. 50
• Initial license agreement confirms value of industry-university collaboration model. A recently signed license agreement for an asthma drug has confirmed the value of a unique three-way collaboration. The licensed technology comes from the University of Tennessee Health Science Center, and the deal was negotiated by the University of Tennessee Research Foundation (UTRF) with licensee Cumberland Emerging Technologies (CET). Under the agreement, CET — which is a joint initiative between Cumberland Pharmaceuticals, Inc., Vanderbilt University, and the Tennessee Technology Development Corporation — is providing formulation, grant funding, regulatory and product development assistance in exchange for rights to commercialize the new technology ……… p. 56
• TTO posts videos for faculty members on YouTube, iTunes. It started as a simple faculty request, but it has evolved into a unique internal marketing strategy. If you go to the YouTube home page and type in “UOIT Office of Technology Transfer and Commercialization,” you’ll be linked to a series of videos ‘starring’ Mike Szarka, PhD, manager of technology transfer & commercialization at the University of Ontario Institute of Technology. The videos, a series of discussions on copyright issues, have also recently become available on iTunes ……… p. 59

Posted May 28th, 2009 under Current Issue