Leadership & Strategy Development

Member & Administrative
Management

Conference, Trade Show &
Event Management

Marketing & Communications

Web & Technology
Management

Financial Management &
Accounting

Educational Programs &
Accreditation

Chapter & Interest Group Support

Government Relations

Advocacy & Public Education


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Case Studies

marketing and membership growth

The Association of University Technology Managers (AUTM) represents the field of technology transfer between university research facilities and the public and private sectors. Responding to the board's strategic goals, Sherwood developed a membership marketing campaign that doubled AUTM's membership in 4 years. As a result, AUTM was able to create and deliver new programs and benefits, relying on The Sherwood Group to add staff and expertise for the association along the way. Dynamic marketing and an integrated approach to message delivery is key to AUTM's success; even more so in legislative affairs, where a multi-directional flow of information on industry trends and engineering and technical issues as they relate to policy work is crucial.

New initiatives include:

  • Public relations tools, such as a CD-ROM based "Director's Kit" to educate university administrators, legislators and community leaders on the issues of technology transfer
  • Alternative education programs, such as a new online course on "Technology Transfer Training in the Expanding Global Market"
  • Increased regional education outreach via six regional and topical courses across North America held each year
  • Government relations, via newly established board position and the development of a pending advocacy program.