adding syntax coloring to sublime for specific text or patterns

I have an XML-like markup that I need to augment the existing coloring to include new text to color such as <SCHEDULE> or // ==== * ===== where `* is some text.

I opened then XML.tmLanguage file which is where I assume this needs to happen, but not clear what to use for the <key> in the <dict> file:

    <key>patterns</key>
<array>
    <dict>
        <key>begin</key>
        <string>(&lt;\?)\s*([-_a-zA-Z0-9]+)</string>
        <key>captures</key>
        <dict>
            <key>1</key>
            <dict>
                <key>name</key>
                <string>punctuation.definition.tag.begin.xml</string>
            </dict>
            <key>2</key>
            <dict>
                <key>name</key>
                <string>entity.name.tag.xml</string>
            </dict>
        </dict>
        <key>end</key>
        <string>(\?&gt;)</string>
        <key>name</key>
        <string>meta.tag.preprocessor.xml</string>
        <key>patterns</key>
        <array>
            <dict>
                <key>match</key>
                <string> ([a-zA-Z-]+)</string>
                <key>name</key>
                <string>entity.other.attribute-name.xml</string>
            </dict>
            <dict>
                <key>include</key>
                <string>#doublequotedString</string>
            </dict>
            <dict>
                <key>include</key>
                <string>#singlequotedString</string>
            </dict>
        </array>
    </dict>
    <dict>

Question: How do I actually add XML to this file to provide custom coloring for specific words and for matches. I started with the following:

name \

... but still not clear how to define the scope/color.

I am using Neon color scheme from @Mattdmo because it should have the most scopes.