SECRETS OF MARKETING OF KNOWLEDGE TRANSFER SERVICES

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SECRETS OF MARKETING OF KNOWLEDGE TRANSFER
SERVICES
Presented by Paul Findlay and Naomi Kotz
19th August 2008
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Overview

• General UH strategy and strengths (PAF)
• Knowledge transfer as a holistic user-led
  activity (PAF)
• Specific marketing approach arising from these
  (NK)

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General UH strategy and strengths

• Business-Facing University
• Strategic plan, Sainsbury report etc
• Third stream second mission
• SDF funding
• New University, sound areas of research, but
  not research-led
• Key income areas (HE-BCI order of priority)
• Consultancy
• Regeneration
• CPD
• Collaborative programmes (KTP, CASE etc)
• IP exploitation
• Facilities

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General UH strategy and strengths

• Recognised good practice
• Encouraging rewarding staff participation
• Enterprise activities with Alumni
• Client management strategy
• Regular impact assessments
• Close coupling of TT/Res/KT/Ent/GET/CPD/MarComms
• Questions on UH Strategy?

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Knowledge transfer as a holistic user-led activity

• Technology Transfer / Research Exploitation
• Start with HEI results on the shelf
• Find corporate with matching needs
• Supply-led (EPSRC example)
• Typical partner needs
• Yes, there is new product process development
• ... but theres also
• Supply of talent and skills development (always
  No.1)
• Leadership and strategic thinking
• Supply chain
• Marketing and sales, esp. overseas
• Overall operational efficiency

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Marketing approach arising from strategy and
strengths
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Ensuring fit within overall marketing

• UH corporate communications reflect business
  facing strategy
• New UH Visual Identity
• Raising brand awareness among businesses
  stakeholders
• New website structure strong focus on
• Business services
• Research Innovation

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New focus on proactively marketing our research

• Simplified grouping in three Institutes
• Soc Sci Arts Hums Sci Tech Health Human
  Sci
• Showcase events for each
• Business breakfasts within these
• Specific collaborative RD / KT focus
• Emphasis on business benefits
• Contribution from business partners
• ....increased KT activity is key outcome from
  this
• Such as strategic business projects

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Marketing to match user-led approach

• Need to engage with many potential users
• In a cost-effective way
• Collateral
• One main inclusive brochure
• More detailed material around KT/GF etc
• Element of sub-branding
• Case studies
• Direct Mailing
• Targeted SIC/SOC
• Specific initiative, not general

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Events

• Specific theme
• Sector / discipline specific
• Employer focussed
• Product focus e.g. KTP
• UH-sponsored , e.g. Herts Business Awards etc

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Networking Top-down

• Lobbying policy-makers national and RDA
• CBI (member)
• KTNs
• LTN (member fellows)
• Sub Region Development Partnership (Hertfordshire
  Prosperity)
• Regional HE partnership i10
• Chambers of Commerce

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Finally Internal marketing

• Induction and awareness events
• Column-inches in internal magazine and e-zine
• Successes new partnerships, awards
• Events
• Staff-facing collateral
• Posters