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October 2004 ¡Sí Se Puede! 1 Cuesta MultiCultural Consulting Welcome/Bienvenidos ¡Sí Se Puede! Selecting Spanish Books for Adults Texas State Library Workshop.

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Presentation on theme: "October 2004 ¡Sí Se Puede! 1 Cuesta MultiCultural Consulting Welcome/Bienvenidos ¡Sí Se Puede! Selecting Spanish Books for Adults Texas State Library Workshop."— Presentation transcript:

1 October 2004 ¡Sí Se Puede! 1 Cuesta MultiCultural Consulting Welcome/Bienvenidos ¡Sí Se Puede! Selecting Spanish Books for Adults Texas State Library Workshop Series October 2004

2 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 2 Introductions Find a partner Find a partner Introduce yourself/your library Introduce yourself/your library What is your biggest challenge in selecting Spanish-language materials? What is your biggest challenge in selecting Spanish-language materials?

3 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 3 Agenda/Objectives Agenda overview/logistics Agenda overview/logistics Objectives Objectives Learn how to reach out to Latino customers Learn how to reach out to Latino customers Learn to select and build a Spanish-language collection Learn to select and build a Spanish-language collection Learn to work effectively with distributors Learn to work effectively with distributors Learn to market the collection Learn to market the collection

4 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 4 Our Environment Today Positive Positive Trusting Trusting Open Open Sharing Sharing

5 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 5 Why Is It Important to Provide Spanish-Language Materials? Texas Spanish speakers grew more than 51% from 1990 Texas Spanish speakers grew more than 51% from % Texas population speak language other than English at home 31% Texas population speak language other than English at home 6 million people in Texas speak Spanish 6 million people in Texas speak Spanish 86% also speak English very well 86% also speak English very well 14% speak English less than well 14% speak English less than well

6 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 6 Benefits of Providing Spanish- Language Materials To community To community Bilingualism as a personal and societal asset Bilingualism as a personal and societal asset Friendly, welcoming gathering place Friendly, welcoming gathering place Decreases sense of isolation Decreases sense of isolation To library To library Build library support Build library support Fulfill library mission Fulfill library mission Build reputation as vital information resource Build reputation as vital information resource

7 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 7 Building Support Educate/inform library administration Educate/inform library administration Get philosophical commitment Get philosophical commitment Include in librarys strategic plan/mission Include in librarys strategic plan/mission Prioritize Prioritize Develop specific goals and action plans Develop specific goals and action plans Plan for the long term Plan for the long term Inform/involve staff Inform/involve staff Report, document, evaluate, adapt Report, document, evaluate, adapt

8 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 8 Exercise 1: Answering the Tough Questions See pg. 2 in supplemental materials See pg. 2 in supplemental materials Why are you buying Spanish-language books? They need to learn English. Why are you buying Spanish-language books? They need to learn English. Why are you wasting money buying fotonovelas. They are not appropriate materials for the library to buy. Why are you wasting money buying fotonovelas. They are not appropriate materials for the library to buy. Why is staff attending community meetings and fairs? They should be at the desk serving the public. Why is staff attending community meetings and fairs? They should be at the desk serving the public. What term is appropriate to useLatinos, Hispanics, Mexicans, Chicanos? What term is appropriate to useLatinos, Hispanics, Mexicans, Chicanos?

9 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 9 Spanish-Language Collection Development/Management Planning and decision-making process that relates collection to community by Planning and decision-making process that relates collection to community by Assessing/prioritizing community needs Assessing/prioritizing community needs Evaluating present collection Evaluating present collection Developing a selection policy Developing a selection policy Developing weeding/resource sharing policies Developing weeding/resource sharing policies Evaluating impact on community Evaluating impact on community

10 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 10 Goals in Selecting Spanish- Language Materials Connect LATINO COMMUNITY to the information resources they NEED (The Why) Connect LATINO COMMUNITY to the information resources they NEED (The Why) Develop POLICY for selecting most important resources to meet community needs (The What) Develop POLICY for selecting most important resources to meet community needs (The What) SELECT most important resources for your Latino customers (The How) SELECT most important resources for your Latino customers (The How)

11 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 11 Who Are Your Latino Customers? Diversity of diversity Diversity of diversity Country of origin Country of origin Length of residence in US Length of residence in US Facility with English language Facility with English language Educational level Educational level Economic level Economic level Level of acculturation Level of acculturation Understanding of public library Understanding of public library

12 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 12 Exercise 2: Who Are Your Latino Customers? See pg. 3 in supplemental material See pg. 3 in supplemental material How does each factor relate to your community? How does each factor relate to your community? What impact does this have on selecting Spanish-language materials for your library? What impact does this have on selecting Spanish-language materials for your library?

13 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 13 What do Your Latino Customers Need? Selection process begins with identifying community needs (The Why) Selection process begins with identifying community needs (The Why) Assessing community needs is the most effective Assessing community needs is the most effective Planning technique Planning technique Outreach technique Outreach technique Marketing technique Marketing technique Evaluation technique Evaluation technique Collection management technique Collection management technique

14 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 14 Benefits of Needs Assessments Inform Latinos about the library Inform Latinos about the library Develop knowledgeable customers Develop knowledgeable customers Incorporate Latino perspective Incorporate Latino perspective Stimulates creativity Stimulates creativity More responsive to Latinos More responsive to Latinos Connect library to Latino issues Connect library to Latino issues Begins word-of-mouth marketing Begins word-of-mouth marketing Validates the Latino customer Validates the Latino customer

15 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 15 Needs Assessment Techniques Community leader interviews Community leader interviews Focus groups Focus groups Community forums Community forums

16 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 16 Exercise 3: Assessing Community Needs See pg. 4 in supplemental materials See pg. 4 in supplemental materials Have you conducted a Latino community needs assessment? Have you conducted a Latino 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 identify community needs? What other techniques do you use to identify community needs?

17 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 17 Benefits of Using Community Leaders Easiest to do low resource requirements Easiest to do low resource requirements Dealing with people who know government Dealing with people who know government Leaders have community trust Leaders have community trust

18 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 18 Community Leader Interview Process Identify community leaders Identify community leaders Set up interviews Set up interviews Conduct interviews Conduct interviews Analyze/summarize information Analyze/summarize information Develop preliminary response Develop preliminary response Set up follow-up interviews Set up follow-up interviews

19 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 19 Identifying Community Leaders See Community Resources, pgs. 5-6 in supplemental material See Community Resources, pgs. 5-6 in supplemental material

20 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 20 Sample Process for Community Leader Interview See pg. 7 in supplemental material See pg. 7 in supplemental material

21 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 21 Asking People What the Library Can Do For Them… Is good public relations Is good public relations It is NOT needs assessment It is NOT needs assessment

22 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 22 Interview Questions Keep focus on the customer, not the library Keep focus on the customer, not the library Show interest in the community Show interest in the community Ask questions about problems, needs, barriers Ask questions about problems, needs, barriers Demonstrate you want to be part of the solution Demonstrate you want to be part of the solution See pg. 8 in supplemental material See pg. 8 in supplemental material

23 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 23 Issues in Interviewing Community Leaders 1 st interview begins relationship 1 st interview begins relationship 2 nd interview shares findings and ideas 2 nd interview shares findings and ideas 3 rd interview asks for marketing support 3 rd interview asks for marketing support

24 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 24 Exercise 4: Woodland Interview Data See pgs in supplemental material See pgs in supplemental material What did you find important, different, interesting? What did you find important, different, interesting? Summarize/prioritize the communitys needs. Summarize/prioritize the communitys needs.

25 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 25 Spanish-Language Selection Policy Policy relates the collection to the community Policy relates the collection to the community Policy is a blueprint for making selection decisions Policy is a blueprint for making selection decisions The What of selection The What of selection

26 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 26 Exercise 5: Criteria for Selecting Spanish-Language Materials See pg. 15 in supplemental material See pg. 15 in supplemental material Discuss if/how you apply each criteria in selection? Discuss if/how you apply each criteria in selection? Are there differences/challenges in how you apply criteria in selecting Spanish vs English materials? Are there differences/challenges in how you apply criteria in selecting Spanish vs English materials? How have you adapted or responded to these differences/challenges? How have you adapted or responded to these differences/challenges?

27 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 27 Whats Different About Spanish- Language Publishing? Small print runs Small print runs Quality of binding/paper Quality of binding/paper Language differences Language differences

28 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 28 Exercise 6: Selection Policy for Spanish-Language Materials See pg.16 in supplemental material See pg.16 in supplemental material Using the Woodland Public Library data draft elements/statements that should be part of their Spanish-Language Selection Policy Using the Woodland Public Library data draft elements/statements that should be part of their Spanish-Language Selection Policy How does/would your Spanish-Language Selection Policy differ? How does/would your Spanish-Language Selection Policy differ?

29 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 29 Review and Selection Tools The How of selection The How of selection Críticas Críticas Distributor/vendor catalogs Distributor/vendor catalogs Conferences/local book fairs Conferences/local book fairs Guadalajara Book Fair Guadalajara Book Fair Monterrey Book Fair Monterrey Book Fair

30 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 30 Issues in Selecting a Distributor Services offered Services offered Distributor perspectives/priorities Distributor perspectives/priorities Reliability/flexibility Reliability/flexibility Exclusive distribution agreements Exclusive distribution agreements Use a variety of vendors Use a variety of vendors Develop personal relationship Develop personal relationship

31 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 31 From the Distributors Perspective Most significant challenges Most significant challenges Most significant gaps Most significant gaps Changes you would like from customer Changes you would like from customer Fill rate Fill rate Distinguishing characteristics Distinguishing characteristics

32 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 32 About Core Collections… See pg. 17 in supplemental material for Spanish- language Collection Categories See pg. 17 in supplemental material for Spanish- language Collection Categories Críticas Críticas Sample vendor lists Sample vendor lists Bilingual Publications Bilingual Publications Santa Fe Books Corporation Santa Fe Books Corporation

33 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 33 About Translations Fluency in both languages Fluency in both languages Ability to communicate meaning Ability to communicate meaning Regional vs. standard Spanish Regional vs. standard Spanish

34 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 34 About Fotonovelas Vastly popular Vastly popular Somewhat controversial Somewhat controversial Essential to collection Essential to collection Wide variety of content matter Wide variety of content matter

35 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 35 About Magazines and Newspapers Strong tradition in Mexico and Latin America Strong tradition in Mexico and Latin America Help Latinos keep up with whats happening Help Latinos keep up with whats happening Appeal to specific Latino interests Appeal to specific Latino interests

36 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 36 About Films, Videos, DVDs Quarterly Spanish Buyers Guide of videos and DVDs (www.midwesttapes.com) Quarterly Spanish Buyers Guide of videos and DVDs (www.midwesttapes.com)www.midwesttapes.com Videographies for Latin America, Mexico and Caribbean (www.lib.berkeley.edu/MRC) Videographies for Latin America, Mexico and Caribbean (www.lib.berkeley.edu/MRC)www.lib.berkeley.edu/MRC Madera Cinevideo (www.spanishmultimedia.com) Madera Cinevideo (www.spanishmultimedia.com)www.spanishmultimedia.com

37 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 37 About Books on Tape (about 45 titles) (about 45 titles) (about 200 titles) (about 200 titles) (Spanish-language self- help) (Spanish-language self- help)

38 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 38 About Latino Music (top Latin Albums chart) (top Latin Albums chart) (complete nominations list) (complete nominations list)

39 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 39 Providing Access Placement of collection Placement of collection Vendor cataloging and processing services Vendor cataloging and processing services Spanish-language subject heading tools Spanish-language subject heading tools Bilindex at Bilindex at Web access Web access Reforma.org for list of public library Spanish web pages Reforma.org for list of public library Spanish web pages

40 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 40 Principles of Success Integrate library into heart and soul of community Integrate library into heart and soul of community Establish mutual awareness and trust Establish mutual awareness and trust Connect library to community issues and needs Connect library to community issues and needs Help community overcome fear and mistrust of government Help community overcome fear and mistrust of government Involve the entire library Involve the entire library

41 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 41 Marketing Spanish-Language Collection Started with needs assessment process Started with needs assessment process

42 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 42 Word-of-Mouth Marketing Tightly related to social networks Tightly related to social networks You must know who is in the social network You must know who is in the social network Penetrate through community leaders Penetrate through community leaders

43 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 43 Best Techniques for Word-of Mouth Marketing Promote among local community leaders Promote among local community leaders Hold special event within community tailored to their needs and interests Hold special event within community tailored to their needs and interests Work with Spanish-language media Work with Spanish-language media

44 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 44 Role of Spanish-Language Media Reaches 89% of Latino community Reaches 89% of Latino community 51% prefer Spanish-language radio to English 51% prefer Spanish-language radio to English 43% prefer Spanish-language TV, radio stations or programs 43% prefer Spanish-language TV, radio stations or programs 23% prefer Spanish-language newspapers 23% prefer Spanish-language newspapers 89% watched TV, listened to radio or read newspapers tailored to their culture and interest 89% watched TV, listened to radio or read newspapers tailored to their culture and interest

45 Texas State Library Oct, 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 45 Working With Spanish-Language Media Build personal relationships Build personal relationships Support the community Support the community Make a link with their issues Make a link with their issues

46 October 2004 ¡Sí Se Puede! 46 Cuesta MultiCultural Consulting ¡Muchas Gracias!


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