Outreach and Communication:Challenges in T2

Tara Weaver-MissickMarketing and Information Specialist

USDA-ARS Office of Technology Transfer

Overview

ARS – Up Close and PersonalManaging Information Marketing with Changing PrioritiesBranding The OrganizationMarketing Tips

ARS – Up Close and Personal

• 3000 Research projects

• 2100 Research scientists

• 142 invention disclosures

• 81 patent applications

• 50 Patents issued

Challenges of Managing Information

• Massive amounts of information• Diversified portfolio• Finding the right companies• Researching the IP• Limited resources – people and money

Tech Alerts

• Animal Production Technologies–Aquaculture–Cattle–Poultry –Swine–Other Animals

• Crop Production Technologies

• Food, Safety and Nutrition

• Biobased Technologies

• Natural Resources Technologies

• Biotechnology Technologies

Challenges of Marketing with Changing Priorities

Executive Branch

Congress

USDA

ARS

Areas/Field

Scientists

Marketing Priorities

Challenges of Marketing with Changing Priorities

Nutrition & Obesity

Food Safety

Animal Diseases

Plant Diseases

Challenges of Branding The Organization

• Agency identity v. Department identity• Credibility• Message consistency• Communication

Tara’s Tips on Marketing

• Know your market• Determine their “pain”• Value proposition• Build a long-term relationship• Use all your tools

• Be current

• Think like private industry

• Be persistent

• Be realistic

Tara’s Tips on Marketing

Tara Weaver-Missick

Marketing and Information Specialist

USDA-ARS Office of Technology Transfer

5601 Sunnyside Avenue, Rm. 4-1178

Beltsville, MD 20705

Phone: 301-504-6965 Fax: 301-504-5060

E-mail: twm@ars.uda.gov

Web: http://www.ars.usda.gov