Purpose of Language Guidelines
Our Language Guidelines are a set of standards that defines XRii’s language used. This is to ensure there is no inconsistency or miscommunication amongst our content team.
By utilising our Language Guidelines, we ensure that our published content is consistent, recognisable, and more enjoyable.
We put readers first and create an engaging voice that readers can form a more personal connection with.
Tone and Words
Tone
Corporate documents such as internal procedures, presentations, or press releases are to be written in a clear and professional tone.
The following tone is to be used on the XRii social media channels:
Conversational
Virtuous
Building Trust
Creating Relationships
Appreciative
Inspirational
Educate without being confusing
Thoughtful
Use a sense of humor that is straightforward, sometimes subtle, and not weird
Informal, but clear
Be funny when appropriate. If you’re unsure, don’t be funny
Words to stay away from
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Young, old, elderly, or any other word describing a person’s age
Crazy, mad, insane, or similar words to describe people
Butch, man-up, manpower, or using the term ‘girls’ when referring to women can be offensive
Replace the word ‘normal’ with ‘typical’ as it is more inclusive
Never use a long word where a short one will do
If it is possible to cut out a word, cut it out
Grammar Basics
All content must be professionally edited, copyedited and proofread in accordance with the Language Guidelines by John Wiley and Sons Australia.
Spelling
Australian English spelling is to be used in all content, as per thelatest edition of the Macquarie Dictionary. E.g., use ‘s’ instead of ‘z’.E.g., ‘Organise’.
‘And’ vs ‘&’
At all times, use 'and'.
Emojis
Use them infrequently and deliberately and ONLY on social media.
Dates
Spell out the day of the week and the month.
Numbers
Spell out a number when it begins a sentence. Otherwise, use the numeral.
Percentages
Use the % symbol instead of spelling out “per cent”.
Capitalisation
Title case capitalise the first letter of every word and headlines, except articles, prepositions, and conjunctions. Note: XRii will capitalise both the ‘X’ and the ‘R’. The following words will always be capitalised:
‘XRii’
‘P.S.’
Bullet points and numbered lists
For lists of fragments use minimal punctuation, start withlowercase and don't add full stops.
For a list of full sentences, use a capital letter at the start of eachpoint and end each item with a full stop.
Only use a numbered list for ordered steps or to show priority.
Hyphens
Use a hyphen (-) to link words into single phrase:
Monday-Friday
Ellipses
Use them with a space either side (...) and use sparingly for emphasis or drama. Don’t use them in titles or headers.
Writing about XRii
Refer to XRii as “we,” not “it.” Capitalise the proper names of XRii solutions & features.
Terminology and Messaging
To ensure we communicate effectively and consistently with ouraudience, use these key terms and messages as a guide and foundationacross all print, social, email, digital and other marketing activations.
Events and Promotions
Sporting Organisations
Brand and Retailers
Friends
Communication
Facebook
Twitter
Instagram
YouTube
LinkedIn
Website
Collecting
Collect
Reward Conditions
Businesses
Dropping Reward
Drop Reward
Drop
Pick Location
Online
In-Store
Businesses
Business Partners
Customers
Referral Partners
Phone
Email
White Labelled
Settings
Dashboard
Offer
Team Building
Rewards
Redeem
Wallet
Reward Available
Discover
Wallet
In-App
Create your Campaign
Create Campaign
My Campaigns
Ended
Scheduled
Discounts
Deals
Businesses
Business Partners
Customers
Referral Partners
Hunt
Campaigns
Tickets
Merchandise
Food and Beverage
Clothing and Retail
Gamified Hunt
Statistics
Trivia
Badges
Hunt
Invite
Categories
Duplicate
De-Activate
Multi-Buy
Item Discount
Free Items
Store Discount
Challenges
Polls
Leader Boards
Collecting
Collect
Dropping Rewards
Drop
Analytics
Customer Data
Location
Map
Geo-Fence
User Behaviour
User Spending
Sharing
Favourites
Business
Free Shipping
Save as Template
Campaigns
Active
Pending
Draft
In-Active
Approved Messaging
The illustrations combine gradient shapes and gradient outlines — a mix of being both fun, but still professional.
XRii empowers you to design brilliant and engaging campaigns for your brand, sporting organisation or event that seamlessly integrate within your app.
Launch digital coupons, discounts, challenges, cashback, and loyalty campaigns powered by XRii's augmented reality, geo-mapping and QR code software. All with minimal development and actionable, real-time customer data insights.
Modernise your marketing using augmented reality, geo-mapping and QR codes to launch coupon, cashback and loyalty campaigns within your app.
Beyond the Ordinary.
XRii to Business Partners
To ensure we communicate effectively and consistently with ouraudience, use these key terms and messages as a guide and foundationacross all print, social, email, digital and other marketing activations.
Attract and engage your customers.
XRii is the easiest and most effective way to attract new customers and engage existing ones.
Stand out from your business competitors and reach new customers.
The revolutionary marketing and engagement solution, connecting businesses with customers.
Drive measurable ROI and create an experience your customers will love.
A white-labelled solution that seamlessly combines augmented reality, gamification and built-in rewards for the ultimate experience.
Boost revenue, access new target markets and keep them coming back for more.
Be discovered by customers, anywhere.
Customers are on the move, and your business should be too.
Step up your marketing game with the power of Augmented Reality.
Be discovered by customers by offering rewards.
Amplify fan engagement and increase memberships.
Engage the modern-day sporting fan.
Engage the modern-day customer.
Fan rewards that build loyalty and increase engagement.
Increase customer loyalty with built-in rewards.
Uncover valuable customer insights.
Business Partners to Customers
Real rewards are out there waiting for you. Make them yours today!
Happiness is just a swipe away...discover rewards, everywhere you go.
Hit the streets and hunt rewards using AR or kick back and collect them instantly.
Discover, shop and save all in one.
Head in-store or online and redeem your voucher for a great deal!
Social Media and EDMs
Social Media
Twitter: Industry news, brand marketing, events, and media mentions
Facebook: Product and industry news, brand marketing, events, and media mentions
LinkedIn: Product and industry news, media mentions, and content from industry partners
Instagram: Cool office visitors, XRii culture, user-generated content, and cool stuff we do
Twitter: 280 characters
Facebook: 1-3 short sentences
Instagram: Keep it as a short phrase. Feel free to throw in an emoji
Twitter: XRii_io
Facebook: @XRii.io
LinkedIn: @xrii
Instagram: @xrii.io
#xrii_io
#xrii
#beyondtheordinary
#xriimedia
EDMs
EDMs generally follow the style points outlined in the Tone and Grammar sections. Here is some additional considerations:
Write with a clear purpose and connect each paragraph to your main idea. Write the key message in the subject line and links/buttons should be described in two words, “about us”. Length is key, keep sentences short and scannable. Add images and GIFs, it is encouraged at least 50% of the email should be made up of photography.
Make it clear. Whether you’re asking people to download, read, share, or respond to something, offer a clear direction so readers know what to do next.
People are likely to scan your EDMs or open them on mobile. Put the most important information first.