Original Date: 02/03/1997
Revision Date: 01/18/2007

The Society of Automotive Engineers (SAE) is developing a proactive marketing effort to promote and sell its Cooperative Research Program (CRP) and administrative services. Established in 1990, CRP has steadily increased the number of projects processed and improved the delivery of administrative services. Through this growth period, the market has dictated an even larger demand for cooperative research programs. By capitalizing on SAE’s unique administrative services, many programs could produce a successful outcome. However, most outsiders were unfamiliar with SAE’s services. In the past, outreach activities to identify markets for SAE services were limited to announcements, newsletters, and advertisements.

The new strategy features assigning a full-time marketing representative to direct proposals and presentations at special interest groups throughout the mobility industry; increasing the awareness of CRP activities, industry trends, and government regulations; establishing and maintaining industry and government contacts; developing long-term, ongoing, repeat relationships; and actively soliciting funds for assigned research projects. SAE’s marketing effort will establish and maintain short and long range sales and marketing plans in line with SAE strategic plans. Existing promotional materials will be updated, and new promotional materials will be developed. A comprehensive database will be established and maintained to incorporate the progress and results of research projects; CRP’s administrative activities; active and prospective clients; industry trends; and other metrics needed for reporting program benefits. Additionally, the marketing representative will develop a personal insight to the client base and the overall CRP program process by participating in administrative services such as coordinating meetings; working with project groups to develop scopes; identifying milestones and research projects; providing guidance and support to the committees; and monitoring progress of projects.

The mobility industry offers numerous opportunities for large and small companies to benefit from pre-competitive cooperative research. SAE has already established a proven track record in cooperative research programs. Through its proactive marketing efforts, SAE anticipates addressing and promoting its cooperative research services to effectively meet the needs of industry.

For more information see the Point of Contact for this survey.