This document discusses QR codes and how universities can use them for technology marketing. It provides examples of how some universities have used QR codes on items like t-shirts, posters and newspapers to direct viewers to promotional websites. The document advises that QR codes work best when they lead viewers to engaging content on mobile devices and that marketers should know their audience and provide a compelling story. It also lists some reasons why QR codes may not be effective in some situations.

1. QR Codes &University Technology MarketingKristine H. JohnsonAUTM Central Meeting 2011

2. Quick Response (QR or 2D codes)A two-dimensional bar codeCreated for manufacturing/parts tracking by Denso Wave in 1994Patented by Denso, but not enforced“QR Code” is a registered U.S. trademark by Denso (stylized) and a wine company“2D code” is the generic term

3. Quick Response (QR or 2D) codesBig Idea:Connect physical world to electronic world

4. A 2D code tells your story all of the time

5. A 2D code tells your story all of the time

6. A 2D code provides measurable results

7. Scanning 2D codesUser must have a camera smartphone with 2D code scanner applicationFree downloads of various scanner apps at:http://www.mobile-barcodes.com/qr-code-software/

8. Scanning 2D codes1. Open scanner app2. Hover app over code3. App directs phone to a url

9. Maximizing 2D code storytellingGet your 2D code noticedKnow your audienceBe compelling!

10. Get your 2D code noticed

11. Know your audience – BUSY PEOPLE!ScientistsBusiness peopleStudentsPublic

12. Be compelling - Entertaining storyVideoAudioTargetedCurrent

13. Some University 2D code use examples West Virginia University2010 Big East TournamentT-shirts, posters, cardsDirected to a promotion to mobile interactions with WVUTexas Christian UniversityRose Bowl Newspaper adDirected to main TCU webpage

14. Some University 2D code use examples

15. Some University 2D code use examples Mississippi State UniversityLibraryLarge poster at entranceVideo and audio choices

16. Some University 2D code use examples Miami of Ohio UniversityThe Ohio State University

17. Some University 2D code use examples San Diego State University

18. 2D codes in licensable technologyDr. SorinMatei, Purdue UniversityUbimark.com or

19. 2D codes in University Tech MarketingUniversity of ArkansasResearch Frontiers

20. 2D codes in University Tech Marketing

21. 2D codes in University Tech MarketingMike Pascoe, University of Colorado@mpascoe on Twitterhttp://twitter.com/mpascoeACSM 2011 • Poster Handout • PDFhttp://mikepascoe.com/ACSM11/ACSM_Pascoe_2011...Video of Fine-Wire Electrode Insertionhttp://www.youtube.com/watch?v=R1HVGGzz2u0UC Denver Faculty Profilehttp://bit.ly/pascoe_cupt

22. 2D codes in University Tech MarketingDr. Steven Turner,University of Hawaii Cancer CenterDr. Will Bush,Vanderbilt UniversityFrom:Getting Genetics Done or

23. 2D codes in University Tech MarketingMississippi State University&Flowerwood Nursery (Alabama)

24. 2D codes in University Tech Marketing“Only use a QR campaign if the code is going to lead your customers to something that will add value, that is easy to access, and that makes sense for a mobile device.”Morgan Estabrook,Outreach & CommunicationsU. Virginia Patent Foundation

25. Five reasons not to use 2D codes1. You do not have a video or compelling content for the linkYour audience does not own smartphonesYour audience will not use 2D codes4. The venue has terrible wireless access5. The 2D code distracts from your message

26. Five reasons to use 2D codes1. Your audience expects it2. You have complicated technology that has moving parts and a video that shows it workingTo promote your social media sites4. To gain access to untapped markets (younger people)5. Street Cred – Represent!

27. Thank you to the Early Adopter Support Group:Sorin Matei, Purdue UniversityMelissa Lutz Blouin, University of ArkansasTodd Carnley, Flowerwood NurseryMike Pascoe, University of ColoradoZen Faulkes, Better Posters Blog (Dr. Zen)Morgan Estabrook, UVA Patent FoundationReu Smith, rfi MarketingLinkedIn Plant Breeders and Agents GroupChase Kasper, Mississippi State UniversityMST Marketing Committee

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