may 2004 ¡sí se puede! 1 cuesta multicultural consulting welcome/bienvenidos ¡sí se puede!...

May 2004¡Sí Se Puede!

1 Cuesta MultiCultural Consulting

Welcome/Welcome/BienvenidosBienvenidos

¡Sí Se Puede! ¡Sí Se Puede! Selecting Spanish Books for Selecting Spanish Books for

Adults Adults

Texas State Library Workshop SeriesTexas State Library Workshop SeriesMay 2004May 2004

Texas State Library May 2004 Cuesta MultiCultural Consulting

¡Sí Se Puede!

2

Welcome/BienvenidosWelcome/Bienvenidos

IntroductionsIntroductions What ONE question do you want What ONE question do you want

answered today?answered today? Agenda overviewAgenda overview


¡Sí Se Puede!

3

ObjectivesObjectives

Learn how to reach out to Latino Learn how to reach out to Latino customers customers

Learn how to select and build a Spanish-Learn how to select and build a Spanish-language collectionlanguage collection

Learn to differentiate between Learn to differentiate between distributorsdistributors

Learn to market the Spanish-language Learn to market the Spanish-language collectioncollection


¡Sí Se Puede!

4

Our Environment TodayOur Environment Today

Positive, trusting, openPositive, trusting, open All of us are learnersAll of us are learners Share if comfortableShare if comfortable


¡Sí Se Puede!

5

Why Is It Important to Why Is It Important to Provide Spanish-Provide Spanish-

Language Materials?Language Materials? Texas Spanish speakers grew more Texas Spanish speakers grew more

than 51% from 1990than 51% from 1990 31% Texas population speak 31% Texas population speak

language other than English at homelanguage other than English at home 6 million people in Texas speak 6 million people in Texas speak

SpanishSpanish 86% also speak English very well86% also speak English very well 14% speak English less than well14% speak English less than well


¡Sí Se Puede!

6

Why Is It Important to Why Is It Important to Provide Spanish-Provide Spanish-

Language Materials?...Language Materials?... Value of reading/writing in SpanishValue of reading/writing in Spanish Challenges in learning EnglishChallenges in learning English Build library supportBuild library support Fulfill library missionFulfill library mission


¡Sí Se Puede!

7

Who Are Your Latino Who Are Your Latino Customers?Customers?

Diversity of diversityDiversity of diversity Country of originCountry of origin Length of residence in USLength of residence in US Facility with English languageFacility with English language Educational levelEducational level Economic levelEconomic level Level of acculturationLevel of acculturation Understanding of public libraryUnderstanding of public library


¡Sí Se Puede!

8

Exercise 1: Describing Exercise 1: Describing Good Customer ServiceGood Customer Service

Talk about the last time you received Talk about the last time you received good customer servicegood customer service

What made it good customer What made it good customer service?service?

List 3 factors of good customer List 3 factors of good customer serviceservice


¡Sí Se Puede!

9

Principles of SuccessPrinciples of Success

Integrate library into heart and soul of Integrate library into heart and soul of communitycommunity

Establish mutual awareness and trustEstablish mutual awareness and trust Connect library to community issues Connect library to community issues

and needsand needs Help community overcome fear and Help community overcome fear and

mistrust of governmentmistrust of government Involve the entire libraryInvolve the entire library


¡Sí Se Puede!

10

Steps in Planning Steps in Planning Spanish-Language Spanish-Language

CollectionsCollections Assess personal readinessAssess personal readiness Assess library readinessAssess library readiness Identify/prioritize community needsIdentify/prioritize community needs Review selection policiesReview selection policies Develop/revise collection development Develop/revise collection development

planplan Implement collection development planImplement collection development plan Evaluate impact on communityEvaluate impact on community


¡Sí Se Puede!

11

Library ReadinessLibrary Readiness

Do you have management commitment?Do you have management commitment? Is effort part of strategic plan?Is effort part of strategic plan? Do you have philosophical commitment?Do you have philosophical commitment? Do you have focus to your efforts?Do you have focus to your efforts? Have you done internal assessment ?Have you done internal assessment ? Are you committed for the long term?Are you committed for the long term? Is staff aware and supportive of the Is staff aware and supportive of the

effort?effort?


¡Sí Se Puede!

12

Exercise 2: Answering Exercise 2: Answering the Tough Questionsthe Tough Questions

List 3 difficult questions/comments List 3 difficult questions/comments your board, customers or staff have your board, customers or staff have asked/made about serving Latinos asked/made about serving Latinos

Brainstorm possible responsesBrainstorm possible responses Check reforma.org (click Reforma Check reforma.org (click Reforma

Gold for Al Milo’s 10 Reasons Why Gold for Al Milo’s 10 Reasons Why We Buy Spanish Books)We Buy Spanish Books)


¡Sí Se Puede!

13

What do Your Latino What do Your Latino Customers Need?Customers Need?

Identifying community needs is the Identifying community needs is the most effectivemost effective Planning techniquePlanning technique Outreach techniqueOutreach technique Marketing techniqueMarketing technique Evaluation techniqueEvaluation technique Collection development techniqueCollection development technique


¡Sí Se Puede!

14

Benefits of Needs Benefits of Needs AssessmentsAssessments

Inform Latinos about the libraryInform Latinos about the library Develop knowledgeable customersDevelop knowledgeable customers Incorporate Latino perspectiveIncorporate Latino perspective Stimulates creativityStimulates creativity More responsive to LatinosMore responsive to Latinos Connect library to Latino issuesConnect library to Latino issues Begins word-of-mouth marketingBegins word-of-mouth marketing Validates the Latino customerValidates the Latino customer


¡Sí Se Puede!

15

Needs Assessment Needs Assessment TechniquesTechniques

Community leader interviewsCommunity leader interviews Focus groupsFocus groups Community forumsCommunity forums


¡Sí Se Puede!

16

Community Leader Community Leader Interview ProcessInterview Process

Identify community leadersIdentify community leaders Set up interviewsSet up interviews Conduct interviewsConduct interviews Analyze/summarize informationAnalyze/summarize information Develop preliminary responseDevelop preliminary response Set up follow-up interviewsSet up follow-up interviews


¡Sí Se Puede!

17

Benefits of Using Benefits of Using Community LeadersCommunity Leaders

Easiest to do — low resource Easiest to do — low resource requirementsrequirements

Dealing with people who know Dealing with people who know governmentgovernment

Leaders have community trustLeaders have community trust


¡Sí Se Puede!

18

Identifying Community Identifying Community LeadersLeaders

See Community Resources, See Community Resources, pgs. 3-4 in supplemental materialpgs. 3-4 in supplemental material


¡Sí Se Puede!

19

Sample Process for Sample Process for Community Leader Community Leader

InterviewInterview See pg. 5 in supplemental materialSee pg. 5 in supplemental material


¡Sí Se Puede!

20

Asking People What the Asking People What the Library Can Do For Them…Library Can Do For Them…

Is good public relationsIs good public relations It is NOT needs assessmentIt is NOT needs assessment


¡Sí Se Puede!

21

Interview QuestionsInterview Questions

Keep focus on the customer, not the Keep focus on the customer, not the librarylibrary

Show interest in the communityShow interest in the community Ask questions about problems, Ask questions about problems,

needs, barriersneeds, barriers Demonstrate you want to be part of Demonstrate you want to be part of

the solutionthe solution See pg. 6 in supplemental materialSee pg. 6 in supplemental material


¡Sí Se Puede!

22

Issues in Interviewing Issues in Interviewing Community LeadersCommunity Leaders

11stst interview begins relationship interview begins relationship 22ndnd interview shares findings and interview shares findings and

ideasideas 33rdrd interview asks for marketing interview asks for marketing

supportsupport


¡Sí Se Puede!

23

Exercise 3: Woodland Exercise 3: Woodland Interview DataInterview Data

See pgs. 7-11 in supplemental See pgs. 7-11 in supplemental materialmaterial

What did you find important, What did you find important, different, interesting?different, interesting?

What services does this community What services does this community need?need?

What kind of collection will respond What kind of collection will respond to community needs?to community needs?


¡Sí Se Puede!

24

What’s Going to Stop What’s Going to Stop You?You?

No time availableNo time available No staffNo staff Limited Spanish-speaking abilityLimited Spanish-speaking ability


¡Sí Se Puede!

25

Issues in Selecting Issues in Selecting Spanish-Language Spanish-Language

MaterialsMaterials Printed for home consumer marketPrinted for home consumer market Quality of binding/paperQuality of binding/paper Small print runsSmall print runs


¡Sí Se Puede!

26

Language DifferencesLanguage Differences

Standard SpanishStandard Spanish Formal vs. informalFormal vs. informal Acceptance of Latino diversityAcceptance of Latino diversity


¡Sí Se Puede!

27

Review and Selection Review and Selection ToolsTools

CríticasCríticas Distributor/vendor catalogsDistributor/vendor catalogs Conferences/local book fairsConferences/local book fairs Guadalajara Book FairGuadalajara Book Fair Monterrey Book FairMonterrey Book Fair


¡Sí Se Puede!

28

Issues in Selecting a Issues in Selecting a DistributorDistributor

Services offeredServices offered Distributor perspectives/prioritiesDistributor perspectives/priorities Reliability/flexibilityReliability/flexibility Exclusive distribution agreementsExclusive distribution agreements Use a variety of vendorsUse a variety of vendors Develop personal relationshipDevelop personal relationship


¡Sí Se Puede!

29

Exercise 4: Using Exercise 4: Using DistributorsDistributors

What review/selection approaches What review/selection approaches have you used?have you used?

What has worked for you?What has worked for you? What problems/challenges have you What problems/challenges have you

experienced?experienced?


¡Sí Se Puede!

30

About Core Collections…About Core Collections…

See pg. 12 in supplemental material See pg. 12 in supplemental material for Spanish-language Collection for Spanish-language Collection CategoriesCategories


¡Sí Se Puede!

31

About TranslationsAbout Translations

Fluency in both languagesFluency in both languages Ability to communicate meaningAbility to communicate meaning Regional vs. standard SpanishRegional vs. standard Spanish Quality of editingQuality of editing


¡Sí Se Puede!

32

About FotonovelasAbout Fotonovelas

Vastly popularVastly popular Somewhat controversialSomewhat controversial Essential to collectionEssential to collection Wide variety of content matterWide variety of content matter


¡Sí Se Puede!

33

About Magazines and About Magazines and NewspapersNewspapers

Strong tradition in Mexico and Latin Strong tradition in Mexico and Latin AmericaAmerica

Help Latinos keep up with what’s Help Latinos keep up with what’s happeninghappening

Appeal to specific Latino interestsAppeal to specific Latino interests What titles work for you?What titles work for you?


¡Sí Se Puede!

34

About Films, Videos, About Films, Videos, DVDsDVDs

Quarterly Spanish Buyers Guide of Quarterly Spanish Buyers Guide of videos and DVDs (videos and DVDs (www.midwesttapes.comwww.midwesttapes.com))

Videographies for Latin America, Videographies for Latin America, Mexico and Caribbean (Mexico and Caribbean (www.lib.berkeley.edu/MRCwww.lib.berkeley.edu/MRC))

Madera Cinevideo (Madera Cinevideo (www.spanishmultimedia.comwww.spanishmultimedia.com))


¡Sí Se Puede!

35

About Books on TapeAbout Books on Tape

www.audiolibrosdelmundo.comwww.audiolibrosdelmundo.com www.recordedbooks.comwww.recordedbooks.com (about 45 (about 45

titles)titles) www.librossinfronteras.comwww.librossinfronteras.com (about (about

200 titles)200 titles) www.spanishaudios.comwww.spanishaudios.com (Spanish- (Spanish-

language self- help)language self- help)


¡Sí Se Puede!

36

About Latino MusicAbout Latino Music

www.billboard.comwww.billboard.com (top Latin (top Latin Albums chart)Albums chart)

www.grammy.com/awards/latin_grawww.grammy.com/awards/latin_grammymmy (complete nominations list) (complete nominations list)


¡Sí Se Puede!

37

Providing AccessProviding Access

Cataloging and processing services Cataloging and processing services availableavailable

Spanish-language subject headings Spanish-language subject headings (Bilindex at www.floricantopress.com)(Bilindex at www.floricantopress.com)

Web access (Check reforma.org for Web access (Check reforma.org for list of public library Spanish web list of public library Spanish web pages)pages)

Placement of collectionPlacement of collection


¡Sí Se Puede!

38

Collection Development Collection Development PolicyPolicy

Identify purpose/prioritiesIdentify purpose/priorities Have a plan/allocate budgetHave a plan/allocate budget Specify types of materials and Specify types of materials and

formatsformats Criteria for selectionCriteria for selection


¡Sí Se Puede!

39

Marketing Spanish-Marketing Spanish-Language CollectionLanguage Collection

Started with needs assessment Started with needs assessment processprocess


¡Sí Se Puede!

40

Word-of-Mouth Word-of-Mouth MarketingMarketing

Tightly related to social networksTightly related to social networks You must know who is in the social You must know who is in the social

networknetwork Penetrate through community Penetrate through community

leadersleaders


¡Sí Se Puede!

41

Best Techniques for Best Techniques for Word-of Mouth Word-of Mouth

MarketingMarketing Promote among local community Promote among local community

leadersleaders Hold special event within community Hold special event within community

tailored to their needs and intereststailored to their needs and interests Work with Spanish-language mediaWork with Spanish-language media


¡Sí Se Puede!

42

Role of Spanish-Role of Spanish-Language MediaLanguage Media

Reaches 89% of Latino communityReaches 89% of Latino community 51% prefer Spanish-language radio to 51% prefer Spanish-language radio to

EnglishEnglish 43% prefer Spanish-language TV, radio 43% prefer Spanish-language TV, radio

stations or programsstations or programs 23% prefer Spanish-language newspapers23% prefer Spanish-language newspapers 89% watched TV, listened to radio or read 89% watched TV, listened to radio or read

newspapers tailored to their culture and newspapers tailored to their culture and interestinterest


¡Sí Se Puede!

43

Working With Spanish-Working With Spanish-Language MediaLanguage Media

Build personal relationshipsBuild personal relationships Support the communitySupport the community Make a link with their issuesMake a link with their issues


¡Sí Se Puede!

44

Success ChecklistSuccess Checklist

See pgs. 13-17 in supplemental See pgs. 13-17 in supplemental materialmaterial

May 2004¡Sí Se Puede!

45 Cuesta MultiCultural Consulting

¡Muchas Gracias!¡Muchas Gracias!

may 2004 ¡sí se puede! 1 cuesta multicultural consulting welcome/bienvenidos ¡sí se puede!...

Documents

texas spanish speakers

library mission slide

public library slide

texas population

spanishlanguage materials

spanish challenges

english language facility

spanish books