ENTREPRENEURSHIP & INNOVATION
Marketing Plan
Revised April 4, 2012
Entrepreneurship & Innovation Audiences (and all of the possible cross-sections):
 Students:
o Prospective
o Current:
 Fuqua
 Pratt School of Engineering
 Duke School of Law
 Sanford School of Public Policy
 School of Medicine
 Trinity
 Faculty & Faculty Mentors
 Alumni & Duke Friends:
o Young alumni entrepreneurs (0-10 yrs since graduation)
o Alumni entrepreneurs
o Aspiring alumni entrepreneurs
 Parents
 Businesses and Business Mentors:
o Local
o Triangle
o State
o Regional
o Hot I&E Regions: Silicon Valley, Northeast
o National
o International
 Think Tanks & Incubators
 Possible Funders:
o VC
o Angel
o Other investors
o Donors
o Corporate partners and sponsors
 Other Universities with Entrepreneurship Initiatives
Methods/Major Tools to Reach Audiences:
 Web sites:
o Duke Entrepreneurship related sites:
 Entrepreneurship web site
 Duke Gen
 Duke Start up challenge
o Duke.edu
o Duke alumni site
o Fuqua site
o Law School site
o Pratt School of Engineering site
o School of Medicine site
o Duke Tech transfer
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News & Communications outlets:
o Duke Today
o By audience/button
o Duke calendar/student calendar
Blast emails to select audience segments
Tabling and speakers at Blue Devil Days and other student recruitment events
Information in Chronicle about I&E at Duke in summer send home issue of The
Chronicle
Tabling at Student Activities Fair at beginning of year
Audiences + tools to reach them:
 Students:
o Prospective Students– Highlight all Duke Entrepreneurship programs
through:
 View books & other admissions materials
 Admissions web site
 Provide information on Duke Entrepreneurship to Admissions officers
for their info sessions and travel to high schools
 Have presence at Blue Devil Days to be sure prospective students
know of I&E efforts
 New Student communications
 Communications highlighting pre-orientation programs
o Feature Project ICE (Innovation, Creativity &
Entrepreneurship)
 Orientation materials and orientation web site
 Duke.edu
 Duke Today
o Current Students – Highlight the following programs to current students:
 Fuqua:
 Program for Entrepreneurs
 Center for Advancement of Social Entrepreneurship
 Center for Entrepreneurship and Innovation
 Invention to Application
 Concentration in Entrepreneurship and Innovation
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Pratt School of Engineering:
 Biomedical Engineering
 Invention to Application
 Masters in Engineering Management
 Program for Engineers
 Grand Challenges
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Duke School of Law:
 Law and Entrepreneurship LLM Program
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Sanford School of Public Policy:
 Enterprising Leadership Initiative
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Trinity:
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Markets and Management Entrepreneurship Program
Program for Entrepreneurs
o Utilizing the following tools:
 Duke.edu
 Duke Today
 Fuqua site
 Entrepreneurship site
 Fuqua site and sub sites and print materials
 Duke Law site, magazine, and other print materials
 Pratt School of Engineering site & print materials
 Ads in the Duke Chronicle
 Events listings in student calendars
 Coordination with Student Affairs and Undergraduate Education
 Tabling at New Student Activities Fair held in the Fall
 Event and participation announcements on all digital messaging
screens (Pratt, Bryan Center, CIEMAS)
 Work with Global Advisors, Academic Advisors & DUS’s to be sure
they know about and understand I&E program offerings
 Create Incentives for Entrepreneurship:
 a Duke Entrepreneurship Hall of Fame to highlight and
celebrate Duke inventors
 annual award for most creative or successful Duke
Entrepreneur?
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Faculty & Faculty Mentors:
o Event and participation announcements on all digital messaging screens
(Pratt, Bryan Center, CIEMAS)
o Present at Academic Council meetings
o Inform DUS’s of I&E offerings
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Alumni & Duke Friends:
o Young alumni entrepreneurs (0-10 yrs since graduation)
o Alumni entrepreneurs:
 Invite Alumni Entrepreneurs to Reunions weekend to speak
 Hold an Innovation Summit where alumni entrepreneurs, aspiring
entrepreneurs present workshops along with VC and angel investors.
 Build social media strategy around event
 Attract local media
 Promote utilizing all Duke News and Comm. Channels
 Commission a story with photos and place in national media
and Duke Mag.
 Encourage successful alumni entrepreneurs to hire Duke I&E interns
o Aspiring alumni entrepreneurs
o Reach alumni through:
 Alumni web site
 Duke Magazine:
 Targeted articles
 Advertisements with information on how to get involved
 Targeted/blast emails to promote events and drive sign ups
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Hold specific events at Reunions weekend to recruit entrepreneurs,
mentors and funders
The Duke Idea – program 1-2 events in major cities with Kimberly and
student Entrepreneur and biz owner.
Suggested E&I Fellows Program
Suggested Endowed Lectureship:
 Advertise event on NPR and other venues
 Create social media strategy around event
Present E&I agenda at Trinity Board of Visitors meeting
Suggested event similar to DEMAN weekend that focuses on I&E
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Parents:
o Get E&I stories placed in parent’s electronic newsletter
o Link to stories about E&I through Parent’s Portal on Admissions Website
o Include information on E&I in all publications to parents
o Provide internships for Duke Entrepreneurs in their companies
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Businesses and Business Mentors:
o Local - start speaker series or regular event to bring entrepreneurs to the
Energy Hub space
 Advertise event on NPR and other venues
 Create social media strategy around event
o Triangle – hold/sponsor regular events in the Triangle to attract
entrepreneurial community
 Advertise event on NPR and other venues
 Create social media strategy around event
o State - place articles or ads in Business Week, Forbes, Fortune, Fast Company
o Regional - place articles or ads in Business Week, Forbes, Fortune, Fast
Company
o National - place articles or ads in Business Week, Forbes, Fortune, Fast
Company
o International
Think Tanks & Incubators
Possible Funders:
o VC
o Angel
o Other investors
o Donors
o Corporate partners and sponsors
Other Universities with Entrepreneurship Initiatives
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