Susana Baumann

¡Hola, amigos! A Plan for Latino Outreach

• Broschiertes Buch

Produktbeschreibung

Latinos are the fastest growing population in the United States, and are creating a large bilingual market. Librarians are often eager to attract, serve, and retain Latino patrons, and library services are sorely needed by the Latino community; but it takes more than adding a few Spanish-language books to the collection to meet those needs. Besides the cultural and language barriers library personnel encounter when interacting with this community, libraries generally lack the funding to engage in multicultural advertising as well as the time and specialized personnel to do it. This book provides a practical, easy-to-follow guide to creating a bilingual-friendly facility that will attracts Latino users. °Hola, amigos!: A Plan for Latino Outreach offers users a systematic, orderly plan that directs outreach activity with worksheets, discussion reports, and easy-to-follow schedules, and more than 100 marketing ideas, tips, and examples from libraries around the country that can easily be incorporated into day-to-day activities. Many of the strategies can be applied to outreach of other minorities as well.

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Produktdetails

• Verlag: Libraries Unlimited
• Seitenzahl: 440
• Erscheinungstermin: 1. Dezember 2010
• Englisch
• Abmessung: 280mm x 216mm x 24mm
• Gewicht: 1099g
• ISBN-13: 9781591584742
• ISBN-10: 1591584744
• Artikelnr.: 31382171

Autorenporträt

SUSANA G. BAUMANN, an Argentine American, is the Director of LCSWorldwide Language and Cultural Services, a business she started as a minority-owned home-based translation company in 1996. Through her company, she has successfully worked with corporations, non-profit, and government organizations and has conducted a number of in-service trainings with libraries.

Inhaltsangabe

Series Foreword Foreword Acknowledgments Introduction CHAPTER 1 Changing
the Outreach Outlook Overview The Complex Environment of Outreach Latino
Outreach.What For? From Outreach Advocates to Outreach Professionals From
Center of Information to Community Builder What Latinos Can Do for
Libraries Reasons to Market Library Services to Latinos Personal and
Professional Benefits for Your Staff CHAPTER 2 Your Organization's Vision
Overview Is a Plan for Latino Outreach Really Necessary? Essential Elements
of a Plan for Latino Outreach Your Organization's Vision and Mission What
Your Library Stands For Institutional Mission Statement Case Study: Queens
Library, New York Diversity Committee Mission Statement Case Study: Ocean
County Library, New Jersey Launching a Committee for Latino Outreach (CLO)
The Basic Structure of a CLO The Extended CLO Structure: Your Latino
Advisory Board Your CLO's Charter Creating a Communication Process Your
Organization's Participation Your Bilingual Staff When Hiring Diverse
Personnel Is a Challenge Can a White Person Be a Diversity Leader? CHAPTER
3 Assessing Strategic Partnership Opportunities Overview Where to Look and
How to Start Strategic Partners: An Opportunity for Resource Exchange
Tomar el Toro por las Astas (Take the Bull by the Horns) Community Leaders:
Your Source of Information Cultural Aspects of the Interview Process Market
Channels: Help Promoting Your Efforts How to Proceed Talk to the Media Why,
How, and When to Participate Sponsor a Community Activity by Helping with
Logistics Organize an Intervention Lend Your Facilities Participate in and
Support Community Activities Learning from Existing Efforts Staff
Participation in Strategic Partners' Activities CHAPTER 4 Getting to Know
Your Latino Patrons: Part I Overview Your Market: A Moving Target The Goals
of Market Analysis Market Profile Latino Demographic Data Country of Origin
Race and Racial Tension Geographic Mobility Socioeconomic Status/Social
Mobility Immigration Status Age Gender Levels of Education Language Ability
Family Composition Income Occupation Time of Residence in the United States
Variables That Work Together Interpreting Your Target Audience Data How to
Learn about Your Demographics Qualitative Information from Primary Sources
Quantitative Information from Primary Sources Secondary Sources Trial and
Error with an Educated Guess CHAPTER 5 Getting to Know Your Latino Patrons:
Part II Overview What Marketing Has Done So Far for Latino Culture Cultural
Dimensions The Latin American Cultural Experience Developing a Cultural
Approach Characteristics of Cultural Dimensions Identity and Self-Image
Individualism versus Collectivism Perception of Space/Proxemics Perception
and Use of Time Family Values and Familismo Gender Roles Perception of Work
Value, Wealth, Success, and Leadership Beliefs about Health, Life, Death,
Religion, and the Approach to Health Recognizing the Signs of Culture
Ethnographic Interviews The Green Light, Red Light Method Do Your Best, but
Do It! Live and Learn Overcoming Differences Seeking Similarities Language
and Culture Se Habla Español (Spanish Spoken) Dragons, Dreams, and Daring
Deeds The Spoken Language The Written Language CHAPTER 6 Positioning Your
Library and Its Resources Overview Getting Ready The SWOT Analysis
Assessing Strengths and Weaknesses Working with Your SWOT Defining Long-
and Short-Term Marketing Goals and Strategies Assessing Your Latino
Community Needs Determine, Assess, Prioritize Who Is Your Competition?
Behaviors, Messages, and Obstacles How to Overcome Your Competition Why You
Need to Do Your Due Diligence The Incentive to Buy, or the Marketing Mix
Product Choices Price Place (Distribution or Location) Promotion Publics
(Empowering Your Latino Community) Partnerships Policy Purse Strings
CHAPTER 7 Planning and Implementing Your Outreach Activities Overview
Market Segments When There Is More Than One Target Segment Your Market
Segments' Priorities Creating Incentives Coke, Anybody? An Outreach
Strategy Is a Benefit-Oriented Strategy Implementing Your Outreach Strategy
Your Outreach Activities Topics and Activities Latino Adults and Seniors
Starting a Latino Club Latino Youth Latino Children Getting Referrals
Planning Internal Logistics CHAPTER 8 Promoting Your Library Overview
Marketing Strategies versus Promotional Strategies General and Specific
Promotional Strategies Long- and Short-Term Promotional Goals Your
Promotional Tactics and Budget Free Tactics Paid Tactics Starting a
Promotional Campaign Creating an Organizational Brand Running a Promotional
Mini-Campaign A Communication Model: Awareness, Acceptance, Action Building
a Media Plan Timing and Scheduling Your Promotional Efforts Creating
Effective Messages The Creative Brief How to Generate Creative Thinking
What Images Do for You Pretest Your Campaign Implementing Your Promotional
Campaign External Distribution Plan Internal Execution Plan Monitoring Your
Progress Evaluating Your Promotional Efforts Evaluate Tactics before the
Campaign Evaluate Results after the Campaign A Reality Check Comparing
Procedures with Outcomes Customer Response CHAPTER 9 Evaluating Results and
Procedures Overview What Are You Evaluating? The How-To: Indicators
Internal Outcome Indicators External Outcome Indicators Evaluating Changes
in Your Organization's Procedures Additional Ideas for Evaluation Timing of
Your Evaluation Prior to Defining Your Marketing Goals and Strategies
During Your Promotional Campaign After Your Promotional Campaign
Post-Evaluation of Marketing Strategy How to Use Evaluation Outcomes
Looking for Challenges in the Evaluation Process Making Ethical Decisions
CHAPTER 10 Your Plan for Latino Outreach Plan for Latino Outreach [cover]
Changing the Outreach Outlook Worksheet 1.1 Benefits and Challenges of
Latino Outreach Your Organization's Vision Worksheet 2.1 Your Mission and
Vision Group Discussion 1: Setting Goals Worksheet 2.2 Committee for Latino
Outreach (CLO) Board Members Group Discussion 2: Defining Participation
Group Discussion 3: Other Roles to be Considered Worksheet 2.2.1 CLO
Foundational Members Worksheet 2.3 Latino State of Affairs Worksheet 2.4
Your CLO's Charter Worksheet 2.5 Creating an Internal Communication Process
Sample Service Tracking Survey Assessing Strategic Partnership
Opportunities Worksheet 3.1 Researching Potential Strategic Partners
Worksheet 3.2 Assessing Strategic Partners Guide for Conducting Community
Leader Interviews Getting to Know Your Latino Patrons: Part I Worksheet 4.1
Demographic Variables in My Local Community (Community Profile) Worksheet
4.2 Country of Origin, Time in the United States, and Occupation Combined
Worksheet 4.3 Occupation, Time in the United States, Income, and
Socioeconomic Status Combined Worksheet 4.4 Time in the United States,
Occupation, and Levels of Education Combined Worksheet 4.5 Time in the
United States and Language Ability Combined Worksheet 4.6 Age and
Immigration Status Combined Worksheet 4.7 Horizontal Comparison of
Variables Getting To Know Your Latino Patrons: Part II Worksheet 5.1 A
Template for an Ethnographic Interview Worksheet 5.2 The Green Light, Red
Light Method Positioning Your Library and Its Resources Worksheet 6.1 Your
Library's Internal Strengths and Weaknesses Worksheet 6.2 Your Library's
External Opportunities or Threats Worksheet 6.3 Long- and Short-Term
Marketing Goals and Strategies Worksheet 6.4 Assess and Prioritize Needs
Worksheet 6.5 Competing Behaviors in the Library Environment Worksheet 6.6
Positioning Activities, Programs, or Services You Plan to Promote Worksheet
6.7 Positioning Statement Worksheet 6.8 Latino Customers' Influencers
Memory Jogger Planning and Implementing Your Outreach Activities Worksheet
7.1 Variables Comparison to Address Market Segment Needs Worksheet 7.2
Positioning Statement with Incentives Worksheet 7.3 Planning Activities or
Event Logistics Checklist Worksheet 7.4 Event Planning Communication
Procedures Worksheet 7.5 Monitor Implementation of Your Activity Checklist
Promoting Your Library Worksheet 8.1 Starting a Promotional Campaign
Worksheet 8.2 Planning Promotional Tactics Worksheet 8.3 Media Outlets
Contact List Worksheet 8.4 Media Outlets Timing and Scheduling Worksheet
8.5 The Creative Brief (Summary) Worksheet 8.6 External Distribution Plan
Worksheet 8.7 Internal Execution Plan (Summary) Worksheet 8.7.1 Internal
Execution Plan: Materials Readiness Worksheet 8.7.2 Internal Execution
Plan: Personnel Readiness Worksheet 8.7.3 Internal Execution Plan:
Strategic Partners Follow-Up Worksheet 8.7.4 Internal Execution Plan: Media
Follow-Up Worksheet 8.8 Cost Comparison of Selected Tactics Worksheet 8.9
Comparison of Selected Locations' Effectiveness Worksheet 8.10 Comparison
of Customer Predisposition at Different Locations Worksheet 8.11 Evaluation
of Promotional Tactics' Procedures Evaluating Results and Procedures
Worksheet 9.1 Summary of Indicators to Evaluate Outcomes Worksheet 9.2
Post-Evaluation Questionnaire Worksheet 9.3 End of Marketing Campaign
Report Template Bibliography Index