°Hola, amigos!: A Plan for Latino Outreach

by Susana G. Baumann

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.

Product Details

ISBN-13:	9781591584742
Publisher:	Bloomsbury Academic
Publication date:	12/01/2010
Series:	Latinos and Libraries Series
Pages:	409
Product dimensions:	8.40(w) x 10.90(h) x 1.10(d)
Age Range:	18 Years

About the Author

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.

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

Editorial Reviews

Recommended for the professional collection of any public library wanting to provide equitable access and meaningful services to Latino communities.” —Library Jourbanal

“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

From the Publisher

Baumann (Cuesta MultiCultural Consulting & Training), an Argentine American, adds to library outreach literature with an in-depth guide to providing outreach and services to Latinos and all Spanish speakers. Here, public librarians in particular will learn why outreach is necessary, how to create crucial community partnerships, the importance of knowing the makeup of the library's Latino communities, carrying out targeted outreach activities, and evaluating and assessing efforts. Baumann provides a well-organized manual that lays out the steps to attracting and providing services to Latino communities. The interactive work sheets provided throughout the book and the final chapter, "Your Plan for Latino Outreach," would serve library staff better if they were accessible digitally as a supplemental CD-ROM or website. VERDICT Recommended for the professional collection of any public library wanting to provide equitable access and meaningful services to Latino communities. Look for this series to continue in October 2011 with Pathways to Progress: Issues and Advances in Latino Librarianship.—Catherine C. McMullen, MLIS, Portland, OR

Library Journal