!Hola, amigos!: A Plan for Latino Outreach
Autor Susana G. Baumannen Limba Engleză Paperback – 30 noi 2010 – vârsta până la 17 ani
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Specificații
ISBN-13: 9781591584742
ISBN-10: 1591584744
Pagini: 440
Ilustrații: 4 bw illus
Dimensiuni: 216 x 279 x 23 mm
Greutate: 1.25 kg
Ediția:New.
Editura: Bloomsbury Publishing
Colecția Libraries Unlimited
Locul publicării:New York, United States
ISBN-10: 1591584744
Pagini: 440
Ilustrații: 4 bw illus
Dimensiuni: 216 x 279 x 23 mm
Greutate: 1.25 kg
Ediția:New.
Editura: Bloomsbury Publishing
Colecția Libraries Unlimited
Locul publicării:New York, United States
Notă biografică
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.
Cuprins
Series ForewordForewordAcknowledgmentsIntroductionCHAPTER 1 Changing the Outreach OutlookOverviewThe Complex Environment of OutreachLatino Outreach.What For?From Outreach Advocates to Outreach ProfessionalsFrom Center of Information to Community BuilderWhat Latinos Can Do for LibrariesReasons to Market Library Services to LatinosPersonal and Professional Benefits for Your StaffCHAPTER 2 Your Organization's VisionOverviewIs a Plan for Latino Outreach Really Necessary?Essential Elements of a Plan for Latino OutreachYour Organization's Vision and MissionWhat Your Library Stands ForInstitutional Mission Statement Case Study: Queens Library, New YorkDiversity Committee Mission Statement Case Study: Ocean County Library, New JerseyLaunching a Committee for Latino Outreach (CLO)The Basic Structure of a CLOThe Extended CLO Structure: Your Latino Advisory BoardYour CLO's CharterCreating a Communication ProcessYour Organization's ParticipationYour Bilingual StaffWhen Hiring Diverse Personnel Is a ChallengeCan a White Person Be a Diversity Leader?CHAPTER 3 Assessing Strategic Partnership OpportunitiesOverviewWhere to Look and How to StartStrategic Partners: An Opportunity for Resource ExchangeTomar el Toro por las Astas (Take the Bull by the Horns)Community Leaders: Your Source of InformationCultural Aspects of the Interview ProcessMarket Channels: Help Promoting Your EffortsHow to ProceedTalk to the MediaWhy, How, and When to ParticipateSponsor a Community Activity by Helping with LogisticsOrganize an InterventionLend Your FacilitiesParticipate in and Support Community ActivitiesLearning from Existing EffortsStaff Participation in Strategic Partners' ActivitiesCHAPTER 4 Getting to Know Your Latino Patrons: Part IOverviewYour Market: A Moving TargetThe Goals of Market AnalysisMarket ProfileLatino Demographic DataCountry of OriginRace and Racial TensionGeographic MobilitySocioeconomic Status/Social MobilityImmigration StatusAgeGenderLevels of EducationLanguage AbilityFamily CompositionIncomeOccupationTime of Residence in the United StatesVariables That Work TogetherInterpreting Your Target Audience DataHow to Learn about Your DemographicsQualitative Information from Primary SourcesQuantitative Information from Primary SourcesSecondary SourcesTrial and Error with an Educated GuessCHAPTER 5 Getting to Know Your Latino Patrons: Part IIOverviewWhat Marketing Has Done So Far for Latino CultureCultural DimensionsThe Latin American Cultural ExperienceDeveloping a Cultural ApproachCharacteristics of Cultural DimensionsIdentity and Self-ImageIndividualism versus CollectivismPerception of Space/ProxemicsPerception and Use of TimeFamily Values and FamilismoGender RolesPerception of Work Value, Wealth, Success, and LeadershipBeliefs about Health, Life, Death, Religion, and the Approach to HealthRecognizing the Signs of CultureEthnographic InterviewsThe Green Light, Red Light MethodDo Your Best, but Do It!Live and LearnOvercoming DifferencesSeeking SimilaritiesLanguage and CultureSe Habla Español (Spanish Spoken)Dragons, Dreams, and Daring DeedsThe Spoken LanguageThe Written LanguageCHAPTER 6 Positioning Your Library and Its ResourcesOverviewGetting ReadyThe SWOT AnalysisAssessing Strengths and WeaknessesWorking with Your SWOTDefining Long- and Short-Term Marketing Goals and StrategiesAssessing Your Latino Community NeedsDetermine, Assess, PrioritizeWho Is Your Competition?Behaviors, Messages, and ObstaclesHow to Overcome Your CompetitionWhy You Need to Do Your Due DiligenceThe Incentive to Buy, or the Marketing MixProduct ChoicesPricePlace (Distribution or Location)PromotionPublics (Empowering Your Latino Community)PartnershipsPolicyPurse StringsCHAPTER 7 Planning and Implementing Your Outreach ActivitiesOverviewMarket SegmentsWhen There Is More Than One Target SegmentYour Market Segments' PrioritiesCreating IncentivesCoke, Anybody?An Outreach Strategy Is a Benefit-Oriented StrategyImplementing Your Outreach StrategyYour Outreach ActivitiesTopics and ActivitiesLatino Adults and SeniorsStarting a Latino ClubLatino YouthLatino ChildrenGetting ReferralsPlanning Internal LogisticsCHAPTER 8 Promoting Your LibraryOverviewMarketing Strategies versus Promotional StrategiesGeneral and Specific Promotional StrategiesLong- and Short-Term Promotional GoalsYour Promotional Tactics and BudgetFree TacticsPaid TacticsStarting a Promotional CampaignCreating an Organizational BrandRunning a Promotional Mini-CampaignA Communication Model: Awareness, Acceptance, ActionBuilding a Media PlanTiming and Scheduling Your Promotional EffortsCreating Effective MessagesThe Creative BriefHow to Generate Creative ThinkingWhat Images Do for YouPretest Your CampaignImplementing Your Promotional CampaignExternal Distribution PlanInternal Execution PlanMonitoring Your ProgressEvaluating Your Promotional EffortsEvaluate Tactics before the CampaignEvaluate Results after the CampaignA Reality CheckComparing Procedures with OutcomesCustomer ResponseCHAPTER 9 Evaluating Results and ProceduresOverviewWhat Are You Evaluating?The How-To: IndicatorsInternal Outcome IndicatorsExternal Outcome IndicatorsEvaluating Changes in Your Organization's ProceduresAdditional Ideas for EvaluationTiming of Your EvaluationPrior to Defining Your Marketing Goals and StrategiesDuring Your Promotional CampaignAfter Your Promotional CampaignPost-Evaluation of Marketing StrategyHow to Use Evaluation OutcomesLooking for Challenges in the Evaluation ProcessMaking Ethical DecisionsCHAPTER 10 Your Plan for Latino OutreachPlan for Latino Outreach [cover]Changing the Outreach OutlookWorksheet 1.1 Benefits and Challenges of Latino OutreachYour Organization's VisionWorksheet 2.1 Your Mission and VisionGroup Discussion 1: Setting GoalsWorksheet 2.2 Committee for Latino Outreach (CLO) Board MembersGroup Discussion 2: Defining ParticipationGroup Discussion 3: Other Roles to be ConsideredWorksheet 2.2.1 CLO Foundational MembersWorksheet 2.3 Latino State of AffairsWorksheet 2.4 Your CLO's CharterWorksheet 2.5 Creating an Internal Communication ProcessSample Service Tracking SurveyAssessing Strategic Partnership OpportunitiesWorksheet 3.1 Researching Potential Strategic PartnersWorksheet 3.2 Assessing Strategic PartnersGuide for Conducting Community Leader InterviewsGetting to Know Your Latino Patrons: Part IWorksheet 4.1 Demographic Variables in My Local Community (Community Profile)Worksheet 4.2 Country of Origin, Time in the United States, and Occupation CombinedWorksheet 4.3 Occupation, Time in the United States, Income, and Socioeconomic Status CombinedWorksheet 4.4 Time in the United States, Occupation, and Levels of Education CombinedWorksheet 4.5 Time in the United States and Language Ability CombinedWorksheet 4.6 Age and Immigration Status CombinedWorksheet 4.7 Horizontal Comparison of VariablesGetting To Know Your Latino Patrons: Part IIWorksheet 5.1 A Template for an Ethnographic InterviewWorksheet 5.2 The Green Light, Red Light MethodPositioning Your Library and Its ResourcesWorksheet 6.1 Your Library's Internal Strengths and WeaknessesWorksheet 6.2 Your Library's External Opportunities or ThreatsWorksheet 6.3 Long- and Short-Term Marketing Goals and StrategiesWorksheet 6.4 Assess and Prioritize NeedsWorksheet 6.5 Competing Behaviors in the Library EnvironmentWorksheet 6.6 Positioning Activities, Programs, or Services You Plan to PromoteWorksheet 6.7 Positioning StatementWorksheet 6.8 Latino Customers' Influencers Memory JoggerPlanning and Implementing Your Outreach ActivitiesWorksheet 7.1 Variables Comparison to Address Market Segment NeedsWorksheet 7.2 Positioning Statement with IncentivesWorksheet 7.3 Planning Activities or Event Logistics ChecklistWorksheet 7.4 Event Planning Communication ProceduresWorksheet 7.5 Monitor Implementation of Your Activity ChecklistPromoting Your LibraryWorksheet 8.1 Starting a Promotional CampaignWorksheet 8.2 Planning Promotional TacticsWorksheet 8.3 Media Outlets Contact ListWorksheet 8.4 Media Outlets Timing and SchedulingWorksheet 8.5 The Creative Brief (Summary)Worksheet 8.6 External Distribution PlanWorksheet 8.7 Internal Execution Plan (Summary)Worksheet 8.7.1 Internal Execution Plan: Materials ReadinessWorksheet 8.7.2 Internal Execution Plan: Personnel ReadinessWorksheet 8.7.3 Internal Execution Plan: Strategic Partners Follow-UpWorksheet 8.7.4 Internal Execution Plan: Media Follow-UpWorksheet 8.8 Cost Comparison of Selected TacticsWorksheet 8.9 Comparison of Selected Locations' EffectivenessWorksheet 8.10 Comparison of Customer Predisposition at Different LocationsWorksheet 8.11 Evaluation of Promotional Tactics' ProceduresEvaluating Results and ProceduresWorksheet 9.1 Summary of Indicators to Evaluate OutcomesWorksheet 9.2 Post-Evaluation QuestionnaireWorksheet 9.3 End of Marketing Campaign Report TemplateBibliographyIndex
Recenzii
Recommended for the professional collection of any public library wanting to provide equitable access and meaningful services to Latino communities.
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.
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.