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

2. Texas State Library May 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 2 Welcome/Bienvenidos Introductions Introductions What ONE question do you want answered today? What ONE question do you want answered today? Agenda overview Agenda overview

3. Texas State Library May 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 3 Objectives Learn how to reach out to Latino customers Learn how to reach out to Latino customers Learn how to select and build a Spanish-language collection Learn how to select and build a Spanish-language collection Learn to differentiate between distributors Learn to differentiate between distributors Learn to market the Spanish-language collection Learn to market the Spanish-language collection

4. Texas State Library May 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 4 Our Environment Today Positive, trusting, open Positive, trusting, open All of us are learners All of us are learners Share if comfortable Share if comfortable

5. Texas State Library May 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 1990 31% 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 May 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 6 Why Is It Important to Provide Spanish-Language Materials?... Value of reading/writing in Spanish Value of reading/writing in Spanish Challenges in learning English Challenges in learning English Build library support Build library support Fulfill library mission Fulfill library mission

7. Texas State Library May 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 7 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

8. Texas State Library May 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 8 Exercise 1: Describing Good Customer Service Talk about the last time you received good customer service Talk about the last time you received good customer service What made it good customer service? What made it good customer service? List 3 factors of good customer service List 3 factors of good customer service

9. Texas State Library May 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 9 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

10. Texas State Library May 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 10 Steps in Planning Spanish- Language Collections Assess personal readiness Assess personal readiness Assess library readiness Assess library readiness Identify/prioritize community needs Identify/prioritize community needs Review selection policies Review selection policies Develop/revise collection development plan Develop/revise collection development plan Implement collection development plan Implement collection development plan Evaluate impact on community Evaluate impact on community

11. Texas State Library May 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 11 Library Readiness Do you have management commitment? Do you have management commitment? Is effort part of strategic plan? Is effort part of strategic plan? Do you have philosophical commitment? Do you have philosophical commitment? Do you have focus to your efforts? Do you have focus to your efforts? Have you done internal assessment ? Have you done internal assessment ? Are you committed for the long term? Are you committed for the long term? Is staff aware and supportive of the effort? Is staff aware and supportive of the effort?

12. Texas State Library May 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 12 Exercise 2: Answering the Tough Questions List 3 difficult questions/comments your board, customers or staff have asked/made about serving Latinos List 3 difficult questions/comments your board, customers or staff have asked/made about serving Latinos Brainstorm possible responses Brainstorm possible responses Check reforma.org (click Reforma Gold for Al Milos 10 Reasons Why We Buy Spanish Books) Check reforma.org (click Reforma Gold for Al Milos 10 Reasons Why We Buy Spanish Books)

13. Texas State Library May 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 13 What do Your Latino Customers Need? Identifying community needs is the most effective Identifying community needs is the most effective Planning technique Planning technique Outreach technique Outreach technique Marketing technique Marketing technique Evaluation technique Evaluation technique Collection development technique Collection development technique

14. Texas State Library May 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 May 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 May 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 16 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

17. Texas State Library May 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 May 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 18 Identifying Community Leaders See Community Resources, pgs. 3-4 in supplemental material See Community Resources, pgs. 3-4 in supplemental material

19. Texas State Library May 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 19 Sample Process for Community Leader Interview See pg. 5 in supplemental material See pg. 5 in supplemental material

20. Texas State Library May 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 20 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

21. Texas State Library May 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 21 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. 6 in supplemental material See pg. 6 in supplemental material

22. Texas State Library May 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 22 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

23. Texas State Library May 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 23 Exercise 3: Woodland Interview Data See pgs. 7-11 in supplemental material See pgs. 7-11 in supplemental material What did you find important, different, interesting? What did you find important, different, interesting? What services does this community need? What services does this community need? What kind of collection will respond to community needs? What kind of collection will respond to community needs?

24. Texas State Library May 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 24 Whats Going to Stop You? No time available No time available No staff No staff Limited Spanish-speaking ability Limited Spanish-speaking ability

25. Texas State Library May 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 25 Issues in Selecting Spanish- Language Materials Printed for home consumer market Printed for home consumer market Quality of binding/paper Quality of binding/paper Small print runs Small print runs

26. Texas State Library May 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 26 Language Differences Standard Spanish Standard Spanish Formal vs. informal Formal vs. informal Acceptance of Latino diversity Acceptance of Latino diversity

27. Texas State Library May 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 27 Review and Selection Tools 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

28. Texas State Library May 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 28 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

29. Texas State Library May 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 29 Exercise 4: Using Distributors What review/selection approaches have you used? What review/selection approaches have you used? What has worked for you? What has worked for you? What problems/challenges have you experienced? What problems/challenges have you experienced?

30. Texas State Library May 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 30 About Core Collections… See pg. 12 in supplemental material for Spanish- language Collection Categories See pg. 12 in supplemental material for Spanish- language Collection Categories

31. Texas State Library May 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 31 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 Quality of editing Quality of editing

32. Texas State Library May 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 32 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

33. Texas State Library May 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 33 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 What titles work for you? What titles work for you?

34. Texas State Library May 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 34 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

35. Texas State Library May 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 35 About Books on Tape www.audiolibrosdelmundo.com www.audiolibrosdelmundo.com www.audiolibrosdelmundo.com www.recordedbooks.com (about 45 titles) www.recordedbooks.com (about 45 titles) www.recordedbooks.com www.librossinfronteras.com (about 200 titles) www.librossinfronteras.com (about 200 titles) www.librossinfronteras.com www.spanishaudios.com (Spanish-language self- help) www.spanishaudios.com (Spanish-language self- help) www.spanishaudios.com

36. Texas State Library May 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 36 About Latino Music www.billboard.com (top Latin Albums chart) www.billboard.com (top Latin Albums chart) www.billboard.com www.grammy.com/awards/latin_grammy (complete nominations list) www.grammy.com/awards/latin_grammy (complete nominations list) www.grammy.com/awards/latin_grammy

37. Texas State Library May 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 37 Providing Access Cataloging and processing services available Cataloging and processing services available Spanish-language subject headings (Bilindex at www.floricantopress.com) Spanish-language subject headings (Bilindex at www.floricantopress.com) Web access (Check reforma.org for list of public library Spanish web pages) Web access (Check reforma.org for list of public library Spanish web pages) Placement of collection Placement of collection

38. Texas State Library May 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 38 Collection Development Policy Identify purpose/priorities Identify purpose/priorities Have a plan/allocate budget Have a plan/allocate budget Specify types of materials and formats Specify types of materials and formats Criteria for selection Criteria for selection

39. Texas State Library May 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 39 Marketing Spanish-Language Collection Started with needs assessment process Started with needs assessment process

40. Texas State Library May 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 40 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

41. Texas State Library May 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 41 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

42. Texas State Library May 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 42 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

43. Texas State Library May 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 43 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

44. Texas State Library May 2004 Cuesta MultiCultural Consulting ¡Sí Se Puede! 44 Success Checklist See pgs. 13-17 in supplemental material See pgs. 13-17 in supplemental material

45. May 2004 ¡Sí Se Puede! 45 Cuesta MultiCultural Consulting ¡Muchas Gracias!