Brand Tone of Voice Tool

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


- 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.


- 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


- 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


- 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


- 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


- 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

Documents

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