SAE INTERNATIONAL

TONE OF VOICE
WRITING TOOL

CONTENTS

Writing Process and Steps......................................................... 2

Appendix
Writing with our personality attributes in mind.............. 4
Message Matrix................................................................................ 5

WRITING PROCESS AND STEPS

Step 1

Jot down the audience youre 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 wont get wet and will stay warm during inclement
weather

Step 2

Determine the media you are using because youll 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 3

Read 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 4

Now 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, dont try to edit as
you write. Just write, even if its you writing out loud to yourselffor example,
writing something like: I dont know why I cant get started with this project.
Its not that hard. I should be able to say this easily. All I want to say is that I
appreciate the job hes 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 5

Read 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

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 doesnt 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 were
optimistic about the future of industry?

Step 6

Insert some on-brand words (please keep in mind that these arent the only
words you can useI would suggest using these and then also using your
thesaurus to find synonyms for them): Ahead Strive Hone Inspire Reach
Explore Learn Discover Ultimate Guide Rigor Heights Innovate Impact Move
Power Partner Possibilities Progress Lead Act Forward Upward Agile Ambition

Step 7

Check your punctuation

Use words for emphasis first. As a general rule, punctuation should take
a backseat to an organizations voice. Your words, rather than unnecessary
punctuation, should carry the weight of expressing an emotion or tone.

Minimize exclamation points. We arent 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.
Theyre best used to have a dramatic effectuse them sparingly to preserve
their power. The mobility industryand the engineers who power itdrives
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:

Youll never want to take them offthey are extremely comfortable and
warm
Theyre best worn without socks for extra warm toes

Step 8

Remember 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 WITH OUR PERSONALITY ATTRIBUTES IN MIND

Dynamic

In 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.

Our personality is a collection of traits

or characteristics associated with our
brandthey represent our distinctive
tone, manner and style in which we
communicate, both visually and verbally.

Vary the way that you write

Speak confidently

PIONEERING

Infuse writing with a sense of purpose

Dont

Be frenetic/frantic or disorganized

Use excessive punctuation

Use passive voice

We are blazing new paths, always working

to explore whats next.

DYNAMIC

We are constantly moving with the times.

We are proactive and energetic.

PRECISE

We are exacting with ourselves, taking

a measured approach to provide the
definitive word.

Precise

In 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

Dont

Use excessive jargon or industry-speak

Use extraneous words

Pioneering

In 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

Dont

Be too lofty or unrealistic

Use stiff or repetitive language

Refer unnecessarily to the past

MESSAGING MATRIX

1. Experienced Engineering Practitioner: Profile

The typical experienced engineering practitionereither member or non-memberhas been involved in the industry for
20 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 the
greater 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

SAE International | Using Tone of Voice | 19 November 2013 | FutureBrand 2013

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 a
comprehensive source
for high-quality technical
standards, engineering
research and application
testing knowledge
developed by
engineers, for
engineers

Provide proven, industryspecific solutions that

you can depend on to
be accurate and
actionable

Supply the right industry

and technical experts,
and the right content, to
help solve your specific
problems

Cultivate an intimate
understanding of the
needs of mobility industry
professionals to ensure
the content of our
knowledge library is
relevant and useful

View your challenges as

if they were our own
and empower you to find
the right solution and
continue moving it
forward

Nurture a community of
mobility engineering
professionals and
provide a forum for you
to share ideas, identify
prospects and
opportunities, and
build your professional
network

Save you time by

constantly delivering the
most up-to-date
standards, as well as
theoretical and
application-specific
research

Establish you as a
leading 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 of
knowledge that is the
first place your peers
look for engineering
experts and citable
material for their own
research.

Enhance communication
skills by providing
access to high quality
editors and support
staff
Enable you to get your
work published and
then distributed to other
engineering
professionals in your
industry

Encourage and support

thinking beyond the
current challenge to see
how solutions can be
applied to future
innovations
Advocate for your
professional and industry
challenges at all levels

SAE International | Using Tone of Voice | 19 November 2013 | FutureBrand 2013

Muster the right people

and resources to
transform mobilitys
biggest problems and
challenges into new
ideas and opportunities
Foster opportunities for
multi-sector
collaboration leading
to novel solutions and
serendipitous discovery

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 published
faster

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MESSAGING MATRIX

2. Young Professionals and Students: Profile

Young professionals and engineering students face more career choices than ever before. The confluence of information
technology, 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 the
United 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

SAE International | Using Tone of Voice | 19 November 2013 | FutureBrand 2013

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

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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 ultimate

source for improving
your career prospects

Highlight the content that

you really need, so you
can become informed
and prepared without
wasting time

Invest in your concerns,

empathizing and working
with you at every step to
move your career
forward

Serve as your lifelong

career partner

Deliver content dedicated

to your success

Leverage our unique

industry position to give
you insight into the
direction of the industry
and help you chart a
future-proof career
path

Use our resources to

help you identify
developing trends and
their direction, enabling
you to stay up to date
on the field

Bring together
promising young
professionals and
seasoned practitioners
to help build your
professional network

Understand your unique

needs and tailor our
content to help you, both
today and tomorrow

Draw on over 100 years

of industry experience to
help you develop a
career roadmap
Supply the global
standard for mobility
engineering 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 any
position

Deliver the hands-on,

relevant experience
sought after by
experienced engineers
Provide access to
standards that help you
gain insights into realworld, practical
problems and solutions

Provide you with the

knowledge and tools you
need to not only help you
solve your problem, but
push beyond so you
exceed all expectations

SAE International | Using Tone of Voice | 19 November 2013 | FutureBrand 2013

Introduce you to new

people 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

Create platforms that are

flexible and intuitive,
providing exceptional
value
Provide various formats
and ways of interacting
with our knowledge, so
you 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.

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

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

SAE International | Using Tone of Voice | 19 November 2013 | FutureBrand 2013

Communication considerations
- Likelihood of citation and peer review
drives publication submissions
- Opportunities must be seen as high-profile
and high traffic

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MESSAGING MATRIX

3. Academia: Key Messages

Definitive
Authority

Practical
Knowledge

Powering
Innovation

Collaborative
Network

Simple and
Straightforward

Serve as the recognized

industry leader for
quality, high-profile
publications

Focus on commercially
relevant technology
means your work is
used by the industry
and you get recognition

Share real world

solutions and
experiences to help you
stay ahead

Leverage a robust
network of peer
reviewers, helping
your papers and
studies move from
manuscript to
publication, faster

Save you time by

constantly delivering the
most up-to-date research
materials that are simple
and easy to find

Lead the industry as the

source for expert
testimony and citation
material
Build department
reputations by
association, through the
publication of work and
enhancement of student
skills through programs
such as CDS
Increase the visibility of
your individual
contribution to industry
as well as the
contribution of your
university

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 current
state of commercial
technology to help you
allocate research
resources

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 future
problems

Help you place

students in high
profile careers through
our strong industry ties
Provide access to
practicing engineers
to deepen both your
own knowledge and
that of your students
Connect you to the
best and brightest
talents through our
networks, communities
and chapter activities

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 published
faster

Partner with you to lead

the industry forward by
sharing your intellectual
contributions with the
most relevant audiences

SAE International | Using Tone of Voice | 19 November 2013 | FutureBrand 2013

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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

SAE International | Using Tone of Voice | 19 November 2013 | FutureBrand 2013

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 onbrand 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 global

leader for aggregating
the most comprehensive
source of automotive,
aerospace, and
commercial vehicle
engineering knowledge
and ensuring that
information is
disseminated to all
relevant audiences

Produce the standards

used across the entire
mobility industry today

Enable deeper
understanding of issues
and encourage
constant improvement
across both the mobility
industry and mobility
engineering profession

Foster a network of
collaborators, including
industry experts and
other leading
organizations

Provide factual data that is

easy to navigate, easy to
understand and
approved by engineers

Supply knowledge
backed by 100 years of
industry leadership
Test and verify our
information so you can
rely on its accuracy
Facilitate access to
industry experts, written
standards or other
needed facts quickly

Enable a deeper level

of understanding by
providing the most
comprehensive, multisector source of
actionable knowledge
Ensure that all our
materials are always
accurate and reliable by
working with leading
experts with extensive,
practical experience

Use resources to
empower industry
experts to solve industry
challenges, and continue
to improve on that work
to unlock future
challenges and
opportunities
Pledge to enable
answers and dig
deeper to improve best
practice

Connect engineering
professionals,
academia and students
with each other to
encourage collaboration
and build networks with
the best and brightest
minds
Create communities
that allow industry
experts and students to
share knowledge and
continue to move the
industry forward

Build robust libraries and

tools that are easy to use
Help you whenever we
can, and direct you to the
right source when we cant
Supply affordable
information as you need
it

Encourage innovation
by growing a knowledge
eco-system that is
always up to date

SAE International | Using Tone of Voice | 19 November 2013 | FutureBrand 2013

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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 companys
goals is insufficient
- Lack of engineering background makes
communicating in technical language more
difficult
- Employees contend with siloed thinking
that stems from the organizations
structure
- The successes of individual business units
are 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 Internationals 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 | Using Tone of Voice | 19 November 2013 | FutureBrand 2013

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
Straightforward

Pride ourselves on being the

worlds leader in mobility
engineering

Focus on creating, finding,

cataloging and distributing
the largest collection of
actionable knowledge for
mobility engineers,
academia, and students

Provide a platform
enabling leading experts to
solve industry challenges,
and continue to improve on
that work to unlock future
challenges and
opportunities

Foster an open work

environment and
encourage collaboration
across multiple sectors,
teams, and partners

Celebrate clarity and candor,

knowing that progress
necessitates feedback,
refinement and rigorous debate

Rank as the global leader

for aggregating the most
comprehensive source of
automotive, aerospace, and
commercial vehicle
engineering knowledge and
ensuring that information is
disseminated to all relevant
audiences
Contribute collectively to
our heritage of over 100
years of leadership and
trusted knowledge
Collaborate across
multiple mobility sectors
to constantly develop our
expertise, contributing to
SAE Internationals role as
the definitive authority
Work across teams and
industry sectors to collect a
robust cannon of knowledge
that sets the industry
standard through its
accuracy, depth and
breadth

Aggregate our extensive

source of multi-sector
engineering knowledge and
distribute to our
customers and members
to help drive deeper
understanding
Continue to expand our
knowledge of the industry
and our offerings to better
support our customers
and members

Leverage our intimate

familiarity with the mobility
engineering industry to
help professionals identify
emerging challenges and
direct the right resources
to resolve them
Dedicate ourselves to
helping industry
professionals solve their
problems, and strive to
continue making
incremental
improvements, no matter
how seemingly minor
Maintain curiosity about
the world around us and
always look to make it
better

Aggregate best practices

from across the company,
our partners and the
broader scientific
community to broaden and
deepen our understanding
of the challenges facing
the mobility engineering
industry and develop novel
solutions

Dedicate ourselves to making

the process as quick, easy
and painless as possible,
regardless of what they need
Commit to continuing to
expand our own knowledge
and capabilities to better
serve our members and
customers

Contribute to a team,
organization and industry
working towards a
common objective

Articulate our value to

stakeholders that is the result
of our thorough understanding
of the sectors, businesses and
people we serve

Serve as the nexus of the

mobility engineering
profession

Live by our commitment to

simplicity and
straightforwardness

Commit to working closely

with the professionals,
members, volunteers, and
colleagues who are the
heart of what we do and
the reason for our
success

Commit to the company and

each other, solidifying the
financial stability of our
company and the security of
our careers
SAE International | Using Tone of Voice | 19 November 2013 | FutureBrand 2013

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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 groups needs, responsibilities and stakeholders is
staggering.
SAE Internationals 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 audiences 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

SAE International | Using Tone of Voice | 19 November 2013 | FutureBrand 2013

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

Generate resources
that are relevant to
the commercial
needs and
considerations facing
the mobility industry
today

Work with you to

identify challenges
across all sectors of
the industry before
they become crises

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

Deliver unvarnished,
unspun truths that
serve to develop and
improve upon the best
solutions

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

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

Aggregate data to help

professionals and
policy makers model
solutions and
minimize unintended
consequences
Encourage
passionate 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

SAE International | Using Tone of Voice | 19 November 2013 | FutureBrand 2013

Deploy the flexibility

and scale to drive
solutions toward
completion, even as
the 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

Build logical and

intuitive libraries and
resources, so you can
always find exactly what
you need, quickly
Appreciate the need for
flexibility, and work with
you 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

SAE International | Using Tone of Voice | 19 November 2013 | FutureBrand 2013

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

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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

Focus our knowledge

on commercially
relevant technology
and application
research

Provide a platform that

helps your
stakeholders lead the
field

Extend our value

beyond publications,
offering students,
professionals and
professors
opportunities to
grow, connect and
enhance the
reputation of their
institution

Provide a library that is

intuitive and easy to
use

Power research with

our definitive source of
primary materials
Sustain a library that
serves as a wellspring
for the citations,
experts and up-to-date
information that
generate published
materials

Provide multi-sector
coverage, featuring
flexible access to the
materials users need

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 the
assistance of our team

SAE International | Using Tone of Voice | 19 November 2013 | FutureBrand 2013

Offer solutions that fit

every budget
Create custom
solutions for your
institution

Serve as an
important
connection to the
industry for your
institution
Provide access to
leading industry
experts and
professionals

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