Overview

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.

Full Product Details

Author:   Susana G. Baumann
Publisher:   Bloomsbury Publishing Plc
Imprint:   Libraries Unlimited Inc
Dimensions:   Width: 21.60cm , Height: 2.30cm , Length: 27.90cm
Weight:   1.247kg
ISBN:  

9781591584742

ISBN 10:   1591584744
Pages:   409
Publication Date:   01 December 2010
Recommended Age:   From 7 to 17 years
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   Manufactured on demand  
We will order this item for you from a manufactured on demand supplier.

Table of Contents

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

Reviews

Recommended for the professional collection of any public library wanting to provide equitable access and meaningful services to Latino communities. - Library Journal Whether it's used in whole or chapter by chapter as needed, the combination of information, ideas, worksheets, and rich access to bibliographic source material creates a potent tool for beginning and enriching outreach programming to the Latino community. This is indeed the centerpiece of the publisher's Latinos and Libraries series. - Booklist Online

<p> Whether it's used in whole or chapter by chapter as needed, the combination of information, ideas, worksheets, and rich access to bibliographic source material creates a potent tool for beginning and enriching outreach programming to the Latino community. This is indeed the centerpiece of the publisher's Latinos and Libraries series. <p> - <p>Booklist Online

<p> Recommended for the professional collection of any public library wanting to provide equitable access and meaningful services to Latino communities. - <p>Library Journal

Whether it's used in whole or chapter by chapter as needed, the combination of information, ideas, worksheets, and rich access to bibliographic source material creates a potent tool for beginning and enriching outreach programming to the Latino community. This is indeed the centerpiece of the publisher's Latinos and Libraries series. - Booklist Online Recommended for the professional collection of any public library wanting to provide equitable access and meaningful services to Latino communities. - Library Journal

Author Information

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.

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