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

October 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 SeriesOctober 2004October 2004

Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 2

IntroductionsIntroductions

Find a partnerFind a partner Introduce yourself/your libraryIntroduce yourself/your library What is your biggest challenge in What is your biggest challenge in

selecting Spanish-language selecting Spanish-language materials?materials?


Agenda/ObjectivesAgenda/Objectives

Agenda overview/logistics Agenda overview/logistics ObjectivesObjectives

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

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

Learn to work effectively with Learn to work effectively with distributorsdistributors

Learn to market the collectionLearn to market the collection


Our Environment TodayOur Environment Today

PositivePositive TrustingTrusting OpenOpen SharingSharing


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


Benefits of Providing Benefits of Providing Spanish-Language Spanish-Language

MaterialsMaterials To communityTo community

Bilingualism as a personal and societal assetBilingualism as a personal and societal asset Friendly, welcoming gathering placeFriendly, welcoming gathering place Decreases sense of isolationDecreases sense of isolation

To libraryTo library Build library supportBuild library support Fulfill library missionFulfill library mission Build reputation as vital information Build reputation as vital information

resourceresource


Building Support Building Support

Educate/inform library administrationEducate/inform library administration Get philosophical commitment Get philosophical commitment Include in library’s strategic plan/missionInclude in library’s strategic plan/mission PrioritizePrioritize Develop specific goals and action plansDevelop specific goals and action plans Plan for the long termPlan for the long term Inform/involve staffInform/involve staff Report, document, evaluate, adaptReport, document, evaluate, adapt


Exercise 1: Answering Exercise 1: Answering the Tough Questionsthe Tough Questions

See pg. 2 in supplemental materialsSee pg. 2 in supplemental materials Why are you buying Spanish-language books? Why are you buying Spanish-language books?

“They” need to learn English. “They” need to learn English. Why are you wasting money buying fotonovelas. Why are you wasting money buying fotonovelas.

They are not appropriate materials for the They are not appropriate materials for the library to buy. library to buy.

Why is staff attending community meetings and Why is staff attending community meetings and fairs? They should be at the desk serving the fairs? They should be at the desk serving the public.public.

What term is appropriate to use—Latinos, What term is appropriate to use—Latinos, Hispanics, Mexicans, Chicanos?Hispanics, Mexicans, Chicanos?


Spanish-Language Spanish-Language Collection Collection

Development/ManagemeDevelopment/Managementnt Planning and decision-making Planning and decision-making

process that relates collection to process that relates collection to community bycommunity by Assessing/prioritizing community needsAssessing/prioritizing community needs Evaluating present collectionEvaluating present collection Developing a selection policyDeveloping a selection policy Developing weeding/resource sharing Developing weeding/resource sharing

policiespolicies Evaluating impact on communityEvaluating impact on community


Goals in Selecting Goals in Selecting Spanish-Language Spanish-Language

MaterialsMaterials Connect LATINO COMMUNITY to Connect LATINO COMMUNITY to

the information resources they the information resources they NEED (The Why)NEED (The Why)

Develop POLICY for selecting most Develop POLICY for selecting most important resources to meet important resources to meet community needs (The What)community needs (The What)

SELECT most important resources SELECT most important resources for your Latino customers (The How)for your Latino customers (The How)


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


Exercise 2: Who Are Your Exercise 2: Who Are Your Latino Customers?Latino Customers?

See pg. 3 in supplemental materialSee pg. 3 in supplemental material How does each factor relate to your How does each factor relate to your

community?community? What impact does this have on What impact does this have on

selecting Spanish-language selecting Spanish-language materials for your library?materials for your library?


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

Selection process begins with Selection process begins with identifying community needs (The Why)identifying community needs (The Why)

Assessing community needs is the most Assessing community needs is the most effectiveeffective Planning techniquePlanning technique Outreach techniqueOutreach technique Marketing techniqueMarketing technique Evaluation techniqueEvaluation technique Collection management techniqueCollection management technique


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


Needs Assessment Needs Assessment TechniquesTechniques

Community leader interviewsCommunity leader interviews Focus groupsFocus groups Community forumsCommunity forums


Exercise 3: Assessing Exercise 3: Assessing Community NeedsCommunity Needs

See pg. 4 in supplemental materialsSee pg. 4 in supplemental materials Have you conducted a Latino Have you conducted a Latino

community needs assessment?community needs assessment? When?When? How?How? What did you learn?What did you learn? How did you use the results?How did you use the results? What other techniques do you use to What other techniques do you use to

identify community needs?identify community needs?


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


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


Identifying Community Identifying Community LeadersLeaders

See Community Resources, See Community Resources, pgs. 5-6 in supplemental materialpgs. 5-6 in supplemental material


Sample Process for Sample Process for Community Leader Community Leader

InterviewInterview See pg. 7 in supplemental materialSee pg. 7 in supplemental material


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


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. 8 in supplemental materialSee pg. 8 in supplemental material


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


Exercise 4: Woodland Exercise 4: Woodland Interview DataInterview Data

See pgs. 9-14 in supplemental See pgs. 9-14 in supplemental materialmaterial

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

Summarize/prioritize the Summarize/prioritize the community’s needs.community’s needs.


Spanish-Language Spanish-Language Selection PolicySelection Policy

Policy relates the collection to the Policy relates the collection to the communitycommunity

Policy is a blueprint for making Policy is a blueprint for making selection decisions selection decisions

The What of selectionThe What of selection


Exercise 5: Criteria for Exercise 5: Criteria for Selecting Spanish-Selecting Spanish-

Language MaterialsLanguage Materials See pg. 15 in supplemental materialSee pg. 15 in supplemental material Discuss if/how you apply each Discuss if/how you apply each

criteria in selection?criteria in selection? Are there differences/challenges in Are there differences/challenges in

how you apply criteria in selecting how you apply criteria in selecting Spanish vs English materials?Spanish vs English materials?

How have you adapted or responded How have you adapted or responded to these differences/challenges?to these differences/challenges?


What’s Different About What’s Different About Spanish-Language Spanish-Language

Publishing?Publishing? Small print runs Small print runs Quality of binding/paperQuality of binding/paper Language differencesLanguage differences


Exercise 6: Selection Exercise 6: Selection Policy for Spanish-Policy for Spanish-Language MaterialsLanguage Materials

See pg.16 in supplemental materialSee pg.16 in supplemental material Using the Woodland Public Library Using the Woodland Public Library

data draft elements/statements that data draft elements/statements that should be part of their Spanish-should be part of their Spanish-Language Selection Policy Language Selection Policy

How does/would your Spanish-How does/would your Spanish-Language Selection Policy differ?Language Selection Policy differ?


Review and Selection Review and Selection ToolsTools

The How of selectionThe How of selection CríticasCríticas Distributor/vendor catalogsDistributor/vendor catalogs Conferences/local book fairsConferences/local book fairs Guadalajara Book FairGuadalajara Book Fair Monterrey Book FairMonterrey Book Fair


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


From the Distributor’s From the Distributor’s PerspectivePerspective

Most significant challenges Most significant challenges Most significant gapsMost significant gaps Changes you would like from Changes you would like from

customercustomer Fill rateFill rate Distinguishing characteristicsDistinguishing characteristics


About Core Collections…About Core Collections…

See pg. 17 in supplemental material See pg. 17 in supplemental material for Spanish-language Collection for Spanish-language Collection CategoriesCategories

CríticasCríticas Sample vendor listsSample vendor lists

Bilingual PublicationsBilingual Publications Santa Fe Books CorporationSanta Fe Books Corporation


About TranslationsAbout Translations

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


About FotonovelasAbout Fotonovelas

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


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


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))


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)


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)


Providing AccessProviding Access

Placement of collection Placement of collection Vendor cataloging and processing Vendor cataloging and processing

services services Spanish-language subject heading Spanish-language subject heading

toolstools Bilindex at www.floricantopress.comBilindex at www.floricantopress.com

Web access Web access Reforma.org for list of public library Reforma.org for list of public library

Spanish web pagesSpanish web pages


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


Marketing Spanish-Marketing Spanish-Language CollectionLanguage Collection

Started with needs assessment Started with needs assessment processprocess


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


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


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


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

October 2004 ¡Sí Se Puede! 46 Cuesta MultiCultural Consulting

¡Muchas Gracias!¡Muchas Gracias!

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

Documents

yourselfyour library

community slide

spanishlanguage materials

spanish language materials

texas spanish speakers

latino community

collection slide

spanishlanguage books