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8/19/2019 Brand Tone of Voice Tool
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SAE INTERNATIONAL
TONE OF VOICEWRITING TOOL
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CONTENTS
Writing Process and Steps ........................................................2
Appendix
Writing with our personality attributes in mind .............4
Message Matrix ...............................................................................5
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Step 1Jot down the audience you’re writing to, the benefits (not features) to the
audience of that product/service, and the action you want them to take.
Difference between benefits and features:
• Feature: These shoes are water resistant!
• Benefit: Your feet won’t get wet and will stay warm during inclement
weather
Step 2Determine the media you are using because you’ll modulate the voice based on
formality. Add the formality you chose to your list from Step 1:
• Most Formal : Academic publications or technical guidelines
• Formal: Press release
• Less formal: Fact sheet or collateral brochure/emails/direct mail
• Even less formal: Website Ad
• The least formal: Elevator Speech, blog post, social media
Step 3Read over the audience profile and the key messages to this audience, plus
a little more in-depth about the pillars to decide which one makes the most
sense for your copy (see appendix). Jot down the key messages you want to
use for this audience.
Step 4Now that you have an idea of what you want to say and some key phrases and
messages, just start writing! Write sentences and paragraphs even if they are
not perfect at first. In fact, when you first start writing a draft, don’t try to edit as
you write. Just write, even if it’s you ‘writing out loud’ to yourself…for example,
writing something like: I don’t know why I can’t get started with this project.
It’s not that hard. I should be able to say this easily. All I want to say is that I
appreciate the job he’s doing for the department but that his inability to arrive
on time to meetings discredits him. What I really am trying to say is this… etc.
etc. Once you get into the revision stage, you can edit!
STEPS 5, 6, AND 7 ARE EDITING STEPS:
Step 5Read what you wrote and check against the following:
• Is it simple? Take a second look at a piece for redundant words or sentences
to keep things clear, even in technical writing.
• Is it positive? Positive sentence structure lends a sense of optimism and
liveliness to communications.
• Is it active? With active voice, the subject performs the action of the
sentence; in passive voice, the action and its object move to the front. The
active voice is always preferred. For example, instead of saying “The shirt
that John is wearing is red” you would say “John is wearing a red shirt.” Do
you see how the verb comes first instead of the noun (wearing as the verb
vs. shirt as the noun)?
• Is it personal? Personal pronouns are an easy way to make content feel
more human. Choosing “you,” “yours” and “we” over words like “customers”
WRITING PROCESS AND STEPS
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or “the company” make audiences feel involved. You can even imply a
shared sense of interest with collective pronouns like “us” and “ours.”
• Is it interesting? Not only is using “to be” and its variations one of the surest
ways to write in passive voice, it also doesn’t hold its own against other
verbs. Choose big, bold words to express an idea not only more engagingly
and precisely.
• Does it sound like our pillars i.e. dynamic, pioneering, and precise: does
it sound like the leader of a company? Would it inspire you to join a cause?
Could you imagine a person actually saying this? As a reader, would you
walk away feeling like you learned something? Could a reader summarize
our message in a few sentences? Do we sound proud of the role we play in
industry? Do we sound inspired and encouraging? Can you tell that we’re
optimistic about the future of industry?
Step 6Insert some on-brand words (please keep in mind that these aren’t the only
words you can use—I would suggest using these and then also using your
thesaurus to find synonyms for them): Ahead Strive Hone Inspire ReachExplore Learn Discover Ultimate Guide Rigor Heights Innovate Impact Move
Power Partner Possibilities Progress Lead Act Forward Upward Agile Ambition
Step 7Check your punctuation
• Use words for emphasis first. As a general rule, punctuation should take
a backseat to an organization’s voice. Your words, rather than unnecessary
punctuation, should carry the weight of expressing an emotion or tone.
• Minimize exclamation points. We aren’t yelling at anyone!
• Sprinkle in dashes. Dashes have a few common uses: to indicate a break
in thought; where a pair of commas would be too feeble; and as a finale.
They’re best used to have a dramatic effect—use them sparingly to preserve
their power. “The mobility industry—and the engineers who power it—drives
our future forward.”
• Hyphens are generally reserved for compound adjectives. “A four-day
event” vs. “Greenhouse gases”
• Commas should be used consistently across the organization: “…design,
building, and operation of aerospace vehicles…”
• When you use bullets, do not put periods at the end, even if they are full
sentences:
• Susie, these shoes are amazing and a must-have addition to your winter
wardrobe:
• You’ll never want to take them off—they are extremely comfortable and
warm
• They’re best worn without socks for extra warm toes
Step 8Remember our name.
SAE International is our full name. Use it in your first mention of our
organization. Subsequent references on the same page can use “SAE”. When
you start a new page, please use “SAE International” in first use, and then
“SAE” for the rest of that page.
WRITING PROCESS AND STEPS
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DynamicIn our communications, we vary our cadence/rhythm, word choice and
sentence structure to infuse life into our writing. We use an active voice to
convey our excitement and enthusiasm. We select powerful verbs to engage
with our audiences.
• Vary the way that you write
• Speak confidently
• Infuse writing with a sense of purpose
Don’t
• Be frenetic/frantic or disorganized
• Use excessive punctuation
• Use passive voice
PreciseIn our writing, we favor simple sentence structure and eliminate extraneous
words. We use concrete language and support our assertions with relevant
facts and proof points.
• Be specific
• Clarify
• Support assertions
Don’t
• Use excessive jargon or industry-speak
• Use extraneous words
PioneeringIn our writing, we choose words that evoke a sense of inspiration and
fearlessness. Our communications include questions that engage the reader
and reflect our willingness to consider challenges from different angles and
fresh perspectives.
• Demonstrate our innate curiosity
• Inspire audiences with a vision for the future
• Speak to higher order results
• Seize opportunities to engage and rally audiences
Don’t
• Be too lofty or unrealistic
• Use stiff or repetitive language
• Refer unnecessarily to the past
PIONEERINGWe are blazing new paths, always workingto explore what’s next.
DYNAMICWe are constantly moving with the times.We are proactive and energetic.
PRECISEWe are exacting with ourselves, takinga measured approach to provide thedefinitive word.
Our personality is a collection of traits
or characteristics associated with our
brand—they represent our distinctive
tone, manner and style in which we
communicate, both visually and verbally.
WRITING WITH OUR PERSONALITY ATTRIBUTES IN MIND
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MESSAGING MATRIX
1. Experienced Engineering Practitioner: Profile
The typical experienced engineering practitioner—either member or non-member—has been involved in the industry for20 or more years. As problem solvers that focus on both incremental and breakthrough improvement, they are never
content with the status quo, preferring instead to drive themselves, and the industry, forward.Contrary to popular perceptions, this audience is a social, collaborative group that is always working on behalf of thegreater good.
Challenges
- Staying current with the industry as the
rate of change increases and design
becomes more global
- Shortage of new personnel needed to
replace the ageing workforce of the
mobility engineering profession
- Reduced budgets as corporations are
expected to do more with less
- Government regulations sometimes
mandate difficult technical achievements
- Circumstances demand improved
communication with non-engineers, as
senior managers are increasingly recruited
from non-technical areas
Needs
- Quick access to quality sector-specific
technical information that is reliable,
affordable and easy to find
- Access to standard engineering research
papers, along with a high demand for
application research results
- Forum to interact with other engineers for
idea sharing, discussion and momentum
building
- Lifeline to engineering experts to get
needed answers, quickly
- Personal recognition within the industry
and increased publication opportunities to
enhance reputation and prestige
Communication considerations
- Professionals must be motivated to
volunteer, engage and get involved
- Paper and electronic formats are
consumed equally
- Curated content is increasingly valuable,
as information becomes more abundant
- High-quality content is readily available
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MESSAGING MATRIX
1. Experienced Engineering Practitioner: Key Messages
Definitive
Authority
Practical
Knowledge
Powering
Innovation
Collaborative
Network
Simple and
Straightforward
Serve as acomprehensive source
for high-quality technical
standards, engineering
research and applicationtesting knowledge
developed by
engineers, for
engineers
Establish you as aleading expert in your
field and a force for
improving the knowledge
base of the profession
through your association,membership and
volunteer work with SAE
International
Maintain a repository ofknowledge that is the
first place your peers
look for engineering
experts and citable
material for their ownresearch.
Provide proven, industry-specific solutions that
you can depend on to
be accurate and
actionable
Cultivate an intimate
understanding of the
needs of mobility industry
professionals to ensure
the content of ourknowledge library is
relevant and useful
Enhance communication
skills by providingaccess to high quality
editors and support
staff
Enable you to get yourwork published and
then distributed to other
engineering
professionals in your
industry
Supply the right industryand technical experts,
and the right content, to
help solve your specific
problems
View your challenges as
if they were our own
and empower you to find
the right solution and
continue moving itforward
Encourage and support
thinking beyond the
current challenge to seehow solutions can be
applied to future
innovations
Advocate for yourprofessional and industry
challenges at all levels
Nurture a community ofmobility engineering
professionals and
provide a forum for you
to share ideas, identifyprospects and
opportunities, and
build your professional
network
Muster the right peopleand resources to
transform mobility’s
biggest problems and
challenges into new
ideas and opportunities
Foster opportunities for
multi-sector
collaboration leading
to novel solutions andserendipitous discovery
Save you time byconstantly delivering the
most up-to-date
standards, as well as
theoretical andapplication-specific
research
Provide the options and
flexibility you demand to
ensure you can always getwhat you need for a fair
price
Maintain flexible
processes and tools towork around your
schedule
Work closely with you to
help you find theinformation you need and
get your work published
faster
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2. Young Professionals and Students: Profile
Young professionals and engineering students face more career choices than ever before. The confluence of informationtechnology, consumer technology and personal and commercial mobility, coupled with declining numbers of engineers,
makes this a high demand audience in our knowledge economy.Many young professionals and students are following a family tradition, and hail from either the Midwest or outside of theUnited States. As a group, they are ambitious, energized and impatient for career growth.
Challenges
- Like many of their peers, loan repayment is
a major concern
- Many lack practical, on-the-job experience
- Professional network is largely
underdeveloped
- Soft skills, such as resume writing,
communication skills and basic
management practices, may not be as
advanced as those of their peers from
other areas of study
Needs
- Employment, often in the form of their
first engineering job
- Affirmation that their chosen career
path is the right choice
- Opportunities for hands on learning
- Opportunities for networking
- Mentoring and career advice
- Flexibility in accessing content
Communication considerations
- Flexibility and options are of the utmost
importance
- Cost is a primary concern
- Short attention spans necessitate brief,
effective communication
- This audience seeks out tailored
communications, with information
specifically relevant and practical to them
- Multilingual communications are
increasingly important as membership
becomes more global
- Increased use of videos to communicate
MESSAGING MATRIX
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MESSAGING MATRIX
2. Young Professionals and Students: Key Messages
Definitive
Authority
Practical
Knowledge
Powering
Innovation
Collaborative
Network
Simple and
Straightforward
Provide the ultimatesource for improving
your career prospects
Draw on over 100 yearsof industry experience to
help you develop a
career roadmap
Supply the global
standard for mobilityengineering knowledge
to help you launch a
successful career in the
industry
Lead the industry and
provide the tools and
insights to help you
strengthen your
candidacy for anyposition
Highlight the content thatyou really need, so you
can become informed
and prepared without
wasting time
Leverage our unique
industry position to give
you insight into the
direction of the industry
and help you chart afuture-proof career
path
Deliver the hands-on,
relevant experiencesought after by
experienced engineers
Provide access to
standards that help yougain insights into real-
world, practical
problems and solutions
Invest in your concerns,empathizing and working
with you at every step to
move your career
forward
Use our resources to
help you identify
developing trends and
their direction, enabling
you to stay up to dateon the field
Provide you with the
knowledge and tools you
need to not only help yousolve your problem, but
push beyond so you
exceed all expectations
Serve as your lifelongcareer partner
Bring together
promising youngprofessionals and
seasoned practitioners
to help build your
professional network
Introduce you to newpeople and
opportunities to
engage in real-world,
hands-on learning and
experience
Provide the platform to
help you meet the right
people and find the
right tools to advance
Deliver content dedicatedto your success
Understand your unique
needs and tailor ourcontent to help you, both
today and tomorrow
Create platforms that are
flexible and intuitive,
providing exceptional value
Provide various formats
and ways of interacting
with our knowledge, soyou can get what you
need, when you need it,
and how you want it
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MESSAGING MATRIX
3. Academia: Profile
This audience consists of engineering professors who instruct students and, more importantly, publish papers. Some of these individuals may have
become very familiar with SAE International through advising students in SAE International sponsored programs, such as the Collegiate Design
Series (CDS). The audience also includes department heads who are not only concerned with personal advancement, but also with enhancing the
standing of their department to compete for students, talent, grants and government research funding.
As researchers and professors, publication is extremely important. It serves as the primary factor in tenure decisions, salary level, career
advancement and industry acclaim. Additionally, the quality and frequency of publication are the primary drivers of institutional reputation and
prestige.
Communication considerations
- Likelihood of citation and peer review
drives publication submissions
- Opportunities must be seen as high-profile
and high traffic
Needs
- Recognition and commendation through
publication
- Qualified students and promising post
doctoral candidates
- Access to a large network of global
mobility professionals
- Access to the best career opportunities
- Access to a reliable and extensive library
of knowledge
Challenges
- Takes significant time to get work
published and disseminated to appropriate
audiences
- Need to bring acclaim to the institution
through their individual efforts
- Getting credit for the work that they do
- Institutions must attract high-profile talent
in a competitive market
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MESSAGING MATRIX
3. Academia: Key Messages
Definitive
Authority
Practical
Knowledge
Powering
Innovation
Collaborative
Network
Simple and
Straightforward
Serve as the recognizedindustry leader for
quality, high-profile
publications
Lead the industry as the
source for expert
testimony and citation
material
Build departmentreputations by
association, through the
publication of work and
enhancement of student
skills through programssuch as CDS
Increase the visibility of
your individual
contribution to industryas well as the
contribution of your
university
Partner with you to leadthe industry forward by
sharing your intellectual
contributions with the
most relevant audiences
Focus on commerciallyrelevant technology
means your work is
used by the industry
and you get recognition
Deliver the library of
knowledge and tools
your students will need
when they enter the
workforce
Maintain a repository of
up to date industry
knowledge to give you an
overview of the currentstate of commercial
technology to help you
allocate research
resources
Share real worldsolutions and
experiences to help you
stay ahead
Enable you to impact and
shape the direction of
the industry through
your work and the work
of your students
Provide the tools for you
to overcome challenges,
by helping you push
your thinking further
and address futureproblems
Leverage a robustnetwork of peer
reviewers, helping
your papers and
studies move frommanuscript to
publication, faster
Help you place
students in high
profile careers throughour strong industry ties
Provide access to
practicing engineers
to deepen both yourown knowledge and
that of your students
Connect you to the
best and brightesttalents through our
networks, communities
and chapter activities
Save you time byconstantly delivering the
most up-to-date research
materials that are simple
and easy to find
Provide the options and
flexibility you demand to
ensure you can always get
what you need for a fair
price
Maintain flexible
processes and tools to
work around your
schedule
Work closely with you to
help you find the
information you need and
get your work publishedfaster
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MESSAGING MATRIX
4. Media, Press and General: Profile
Members of the media and press include journalists, producers and fact checkers, among other stakeholders. This group generally produces
content being consumed by a broad audience through traditional media channels, such as newspapers, radio programs, television, and consumer
and trade publications.
This audience is demanding due to the deadline-oriented nature of their work. Their dogged pursuit of facts, figures and strong analysis stems
from their deep experience in dissecting information and producing compelling, coherent stories.
While we never message specifically to the media and press, because they are responsible for getting the SAE International story to all our
audiences, the purpose of these key messages is to ensure they tell that story consistently and correctly.
Challenges
- Constant deadlines add an increased level
of pressure
- Working with fewer resources but
expected to deliver high quality content
- May lack knowledge of SAE International
- Accuracy is of the utmost importance
- Messages must be concise to gain traction
- Chosen topics must be made interesting
and accessible to
non-engineers
Needs
- A single repository of knowledge to save
time
- Quick, reliable and straightforward
answers and information
Communication considerations
- May not be aware of all that SAE
International has to offer
- Prefer on-demand content that can be
delivered instantly and cheaply
- Topics and messages must remain on-
brand with SAE International
- Need to be concise and to the point
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MESSAGING MATRIX
4. Media, Press and General: Key Messages
Definitive
Authority
Practical
Knowledge
Powering
Innovation
Collaborative
Network
Simple and
Straightforward
Rank as the globalleader for aggregating
the most comprehensive
source of automotive,
aerospace, andcommercial vehicle
engineering knowledge
and ensuring that
information is
disseminated to all
relevant audiences
Supply knowledge
backed by 100 years of
industry leadership
Test and verify our
information so you can
rely on its accuracy
Facilitate access toindustry experts, written
standards or other
needed facts quickly
Produce the standardsused across the entire
mobility industry today
Enable a deeper levelof understanding by
providing the most
comprehensive, multi-
sector source of
actionable knowledge
Ensure that all our
materials are always
accurate and reliable by
working with leading
experts with extensive,practical experience
Enable deeperunderstanding of issues
and encourage
constant improvement
across both the mobilityindustry and mobility
engineering profession
Use resources to
empower industry
experts to solve industrychallenges, and continue
to improve on that work
to unlock future
challenges and
opportunities
Pledge to enable
answers and dig
deeper to improve best
practice
Encourage innovation
by growing a knowledge
eco-system that is
always up to date
Foster a network ofcollaborators, including
industry experts and
other leading
organizations
Connect engineering
professionals,
academia and students
with each other to
encourage collaborationand build networks with
the best and brightest
minds
Create communitiesthat allow industry
experts and students to
share knowledge and
continue to move the
industry forward
Provide factual data that iseasy to navigate, easy to
understand and
approved by engineers
Build robust libraries and
tools that are easy to use
Help you whenever we
can, and direct you to the
right source when we can’t
Supply affordable
information as you need
it
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MESSAGING MATRIX
5. SAE International Employees: Profile
Employees are proud to be part of SAE International, however, the organizational structure directs employee thinking to individual business units
and hinders taking a holistic view. Generally, employees are not engineers. Many employees have spent their entire career at SAE International.
Challenges
- Want to be seen as a valuable employee
that excels at his/her job
- Definition of what is expected of
employees to help achieve the company’s
goals is insufficient
- Lack of engineering background makes
communicating in technical language more
difficult
- Employees contend with siloed thinking
that stems from the organization’s
structure
- The successes of individual business unitsare currently prioritized over the success of
the overall organization
- Budget cuts, and resulting job security
concerns, threaten morale
- Culture and business planning is evolving,
necessitating a change in current practices
Needs
- Recognition and affirmation from
managers, and the company, that they are
contributing to SAE International’s success
- Guidance on what the organization
expects of them and how to behave in an
“on-brand” manner
- Permission to go against traditional
thinking and behaviors to act in a more
collaborative manner
- Reassurance of job security
- Organizational focus to more easily
establish goals and objectives- Guidance from senior management on the
direction of the organization and a clear
articulation of the role of each business
unit
- Direction for individual business units
- Definition of organizational priorities
Communication considerations
- SAE International must be explained
holistically to engage and energize
employees
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MESSAGING MATRIX
5. SAE International Employees: Key Messages
Definitive
Authority
Practical
Knowledge
Powering
Innovation
Collaborative
Network
Simple and
StraightforwardPride ourselves on being theworld’s leader in mobility
engineering
Rank as the global leader
for aggregating the mostcomprehensive source of
automotive, aerospace, andcommercial vehicle
engineering knowledge andensuring that information is
disseminated to all relevant
audiences
Contribute collectively to
our heritage of over 100years of leadership and
trusted knowledge
Collaborate across
multiple mobility sectorsto constantly develop our
expertise, contributing toSAE International’s role as
the definitive authority
Work across teams and
industry sectors to collect arobust cannon of knowledge
that sets the industry
standard through itsaccuracy, depth and
breadth
Commit to the company and
each other, solidifying thefinancial stabilit of our
Focus on creating, finding,cataloging and distributing
the largest collection ofactionable knowledge for
mobility engineers,
academia, and students
Aggregate our extensivesource of multi-sector
engineering knowledge anddistribute to our
customers and members
to help drive deeperunderstanding
Continue to expand ourknowledge of the industry
and our offerings to better
support our customersand members
Provide a platformenabling leading experts to
solve industry challenges,and continue to improve on
that work to unlock future
challenges andopportunities
Leverage our intimate
familiarity with the mobilityengineering industry to
help professionals identify
emerging challenges anddirect the right resources
to resolve them
Dedicate ourselves to
helping industry
professionals solve theirproblems, and strive to
continue makingincremental
improvements, no matterhow seemingly minor
Maintain curiosity aboutthe world around us and
always look to make itbetter
Foster an open workenvironment and
encourage collaborationacross multiple sectors,
teams, and partners
Aggregate best practices
from across the company,our partners and the
broader scientificcommunity to broaden and
deepen our understanding
of the challenges facingthe mobility engineering
industry and develop novel
solutions
Contribute to a team,
organization and industryworking towards a
common objective
Serve as the nexus of themobility engineering
profession
Commit to working closely
with the professionals,members, volunteers, and
colleagues who are the
heart of what we do andthe reason for our
success
Celebrate clarity and candor ,knowing that progress
necessitates feedback,refinement and rigorous debate
Dedicate ourselves to makingthe process as quick, easy
and painless as possible,regardless of what they need
Commit to continuing to
expand our own knowledge
and capabilities to betterserve our members and
customers
Articulate our value to
stakeholders that is the result
of our thorough understandingof the sectors, businesses and
people we serve
Live by our commitment tosimplicity and
straightforwardness
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MESSAGING MATRIX
6. Government Regulators: Profile
The government audience is comprised of a diverse set of regulators, policy makers, watchdogs and analysts. Tasked with regulating, monitoring
and analyzing everything from emissions to safety to trade restrictions; the diversity of this group’s needs, responsibilities and stakeholders is
staggering.
SAE International’s comprehensive knowledge library, strong history and stable of experts position us to be an indispensible resource for this
audience.
Challenges
- Crafting, evaluating and implementing
practical policies
- Diversity of regulatory bodies and
overlapping authorities prevents a unified
standard development process
- This audience’s work is often inherently
political
- Election cycles dramatically affect priorities
and budgets
Needs
- Experts that can be trusted
- Industry consensus and standards to make
decisions
- Unassailable facts, figures and analysis
from a neutral party
Communication considerations
- Regulators may have limited (or no)
awareness of SAE International
- Procurement restrictions impact
communication effectiveness
- Audience may require testimony, as well
as individual or group certification
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MESSAGING MATRIX
6. Government Regulators: Key Messages
Definitive
Authority
Practical
Knowledge
Powering
Innovation
Collaborative
Network
Simple and
Straightforward
Deliver the largest,
most respected and
most comprehensive
source of engineering
knowledge for the
automotive,
commercial vehicle
and aerospace sectors
Understand the needs
of the industry, but
remain independent
in our assessments
Supply impartial
guidance and
counsel based on
proven scientific facts
Utilize rigorous
editorial processes so
our information is
always accurate
Generate resources
that are relevant to
the commercial
needs and
considerations facing
the mobility industry
today
Focus on advancing
commercially viable
technology to
advance personal
and commercial
mobility
Work with leading
industry experts and
professionals to
ensure that
information is rooted in
real-world, practical
applications
Work with you to
identify challenges
across all sectors of
the industry before
they become crises
Aggregate data to help
professionals and
policy makers model
solutions and
minimize unintended
consequences
Encouragepassionate industry
innovators who relish
the opportunity to
tackle the toughest
challenges facing
personal and
commercial mobility
Eager to provide the
tools to tackle any
challenge and
always seek to make
improvements, no
matter how
incremental
Foster a network of
engineering experts
that have deep
experience and can
successfully work
with diverse teams
to build consensus
and arrive at the best
possible solution
Deploy the flexibility
and scale to drive
solutions toward
completion, even asthe challenge shifts
or evolves
Maintain connections
to experts with
diverse backgrounds
and skill sets so we
always have access
to the brightest
minds, no matter
what the issue
Deliver unvarnished,
unspun truths that
serve to develop and
improve upon the best
solutions
Build logical and
intuitive libraries and
resources, so you can
always find exactly what
you need, quickly
Appreciate the need for
flexibility, and work withyou in the way that best
meets your needs to
make the process as
easy and painless as
possible
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7. Librarians: Profile
Librarians typically manage large institutional libraries. They often hold advanced degrees and are tasked with purchasing and maintaining
knowledge resources for an institution.
This non-technical group faces reduced budgets, shifting business models and increased demands from department heads and managers. A lack
of knowledge often leads them to seek nonexistent solutions or unsustainable price points.
Challenges
- Reduced budgets
- Deeply embedded resistance to
subscription based content
- Communicating in a technical world
Needs
- Customizable content
- Piece-meal pricing
- Bulk buying discounts
Communication considerations
- Roughly 66% purchase SAE International
content through a reseller
- Audience has little knowledge of the value
of SAE International content to their
constituents
MESSAGING MATRIX
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MESSAGING MATRIX
7. Librarians: Key Messages
Definitive
Authority
Practical
Knowledge
Powering
Innovation
Collaborative
Network
Simple and
Straightforward
Maintain the largest,
most robust and
most trusted
repository of
knowledge for the
mobility engineering
profession
Power research with
our definitive source of
primary materials
Sustain a library that
serves as a wellspringfor the citations,
experts and up-to-date
information that
generate published
materials
Focus our knowledge
on commercially
relevant technology
and application
research
Provide multi-sector
coverage, featuring
flexible access to the
materials users need
Provide a platform that
helps your
stakeholders lead the
field
Work with you to
provide access to the
content you need at
the price you can
afford
Help you get the most
out of our available
content with theassistance of our team
Extend our value
beyond publications,
offering students,
professionals and
professors
opportunities to
grow, connect and
enhance the
reputation of their
institution
Serve as an
important
connection to theindustry for your
institution
Provide access to
leading industry
experts and
professionals
Provide a library that is
intuitive and easy to
use
Offer solutions that fit
every budget
Create custom
solutions for your
institution