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Building a Trademarks and Licensing Program

Instructor: Mike Lockrem, Andrea Kieckhefer and Troy Leonard
When: Postponed until further notice
Where: Community College for Sioux Falls
Free to attend but we do encourage registration for workshop needs.

The “Building a Trademarks and Licensing Program” seminar is designed for high schools to explore opportunities to build a revenue-generating program through the sales of apparel and merchandise while building greater brand awareness.

The South Dakota State University trademarks and licensing program supports vendor relations and provides apparel and merchandise evaluations and approvals and supports increased product placement and innovation. Currently, SDSU has more than 130 vendors it works with regularly. 

The trademarks and licensing program was managed internally since its inception and only recently did the university outsource some of its functions to the Collegiate Licensing Company. In 2012, an internal team at SDSU relaunched the program, resulting in annual royalties increasing from $125,000 to nearly $400,000. 

Topics will include:

  • Protecting your brand;
  • Building your team internally;
  • Registering your marks;
  • Launching your program;
  • Challenges and myths;

Who should attend: High School’s looking to learn about the need for a trademarks and licensing program.

Meet Our Instructors

Mike Lockrem began his duties as Director of University Marketing and Communications at South Dakota State University in December 2009.He has worked for more than 25 years as a communications and marketing specialist in higher education, with private and publicly-traded companies and nonprofit organizations. Prior to SDSU, Lockrem served as the corporate communications manager for VeraSun Energy, the world’s largest ethanol producer at the time.

A native of Billings, Montana, Lockrem earned a bachelor’s degree in journalism from the University of Montana and a master’s degree in applied kinesiology with a certificate in sports management from the University of Minnesota. He also worked as the director of athletic communications for the University of Minnesota and held the position of commissioner of the Northern Sun Intercollegiate Athletic Conference. Lockrem moved to South Dakota in 2006 where he began his corporate experience as the director of public relations for POET Companies in Sioux Falls.

  • Leonard Troy

    Troy Leonard

    Trademark Attorney, Woods Fuller

Troy Leonard has been practicing law for over 30 years and has decades of experience as a trademark attorney. His clients turn to his knowledge for concerns such as domestic and international trademark clearance, prosecution and enforcement, brand development and management, trademark infringement counseling, domain name issues and licensing matters.

Leonard is responsible for more than 2000 trademark applications and registrations in the United States Patent and Trademark Office.Recognized by “Best Lawyers in America” for his Intellectual Property and Trademark Law work, Leonard also belongs to the International Trademark Association (INTA). He is the former chair of the Intellectual Property Committee for the South Dakota State Bar as well as the firm’s intellectual property practice group.

Andrea Kieckhefer has been the manager of creative services and branding at South Dakota State University since 2011. She has been with the university since 2005, serving as the news editor and later as the publications editor for University Marketing and Communications.

Kieckhefer serves as a point of contact for internal and external stakeholders seeking leadership and assistance with brand and marketing-related activities. She manages the university’s Graphic Identity Manual and maintains vendor relations and approves artwork for all apparel and merchandise as it pertains to the university’s Trademark and Licensing Program. Before returning to her alma mater, Kieckhefer worked for Grit and Capper’s magazines in Topeka, Kan., starting as an assistant editor and eventually moving to managing editor before being named editor-in-chief.

A native of Brandon, S.D., Kieckhefer earned a bachelor’s degree in journalism from SDSU in 1999. Following graduation, she worked for The Associated Press in Pierre covering the South Dakota Legislative session and then went to work for the Tri-State Neighbor in Sioux Falls as the special sections editor.