When The Divide Is Only A River, Not An Ocean

Invitation Wording In Spanish - When The Divide Is Only A River, Not An Ocean

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"Go to East Austin and all is different - the look, the smells, the feel." states Eliza May, President of the Gahcc (Greater Austin Hispanic chamber of Commerce). Gahcc was awarded the 2004 National Hispanic chamber of the Year award, honoring, in part, their many innovative Spanish-language technology training programs. Why does this matter?

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Invitation Wording In Spanish

For U.S. Organizations still gift English-only content, the most value-packed initiative they can begin with is to offer Spanish-language content. Eliza May adds, "You are thoughprovoking in a whole new audience. You can impact consumers surely or negatively with your approach. That is the enterprise of tomorrow so you need to reach out and cultivate it today." Jon Ragsdale, Vice President of Marketing and Merchandising, Williamson-Dickie Mfg., said that their enterprise recognized very early that you can't just translate, you have to capture the essence of the culture, comprehension what is culturally relevant.

The U.S. Is more multilingual than it has been in 70 years.

Nearly 18% of the U.S. Habitancy age 5 and older spoke a language other than English at home in 2000, and over half of these were Spanish-speaking. Is your society doing all it should to effectively characterize with the Hispanic Habitancy in the U.S.? If you're not sure, read on. There are valuable differences in the middle of the Hispanic Habitancy and other immigrant populations in the U.S.

This report illustrates the differences in the context of developing an coming to these prospective clients. Interviews with Hispanic community leader Eliza May and enterprise leaders Rick Burciaga and Jon Ragsdale in case,granted a wealth of insights based on their experiences living and working in Texas.

Texas-based for 37 years, McElroy Translation Co. Has enjoyed a front-row seat to the evolving cultural panorama in the U.S. Now the second most populous state in the U.S., Texas has a historically strong Hispanic culture and an interest in the demographic shift towards a growing Hispanic population.

Although the Southwest is still home to the largest Spanish-speaking populations, many states in the Midwest and South now have the fastest Hispanic increase rates, such as North Carolina, Arkansas, Georgia and Tennessee.

One way to shorten the path to comprehension is to learn from those who know the territory. For Rick Burciaga, Regional President of Wells Fargo Bank, innovative enterprise solutions have been based on these statistics. Result? Wells Fargo Bank has more branches along the Mexican border than any other U.S. Bank.

In explaining the perspective many in the Southwest have about the Hispanic culture, Rick referred to Joel Garreau's book, "The Nine Nations of North America," which posits that, although there are three political divisions in North American, there are surely nine regions identified by tasteless cultural characteristics and bonds that transcend political borders. "For instance," Rick says, "our community begins just north of Austin and extends to about 300 miles south of the Mexican border. Habitancy within this natural cultural region understand their commonality."

Through long-term enterprise and personal relationships with three Mexican banks, Wells Fargo has been able to offer more services to immigrants, as well as making money transfers to Mexico simpler and more economical. Rick Burciaga, notes, "It takes a lot of spade work to construct these relationships."

So how does the Hispanic immigrant Habitancy differ from other immigrant populations in the U.S.? The U.S. Hispanic Habitancy is not assimilating as speedily or wholly as have other large-scale immigrant populations. Following are some unique characteristics of the U.S. Hispanic population:

Size: The number of Hispanics in the U.S. Is estimated at over 40 million. The U.S. Hispanic increase rate is addition at nearly duplicate the rate of non-Hispanics in the U.S., and this trend is staggering to continue.

Reason for Immigration: About 67% of the U.S. Hispanic Habitancy is from Mexico. According to Eliza May, the presume for this immigration is overwhelmingly rooted in economics rather than religious or political freedom. "This Habitancy is making the 'American Dream' happen. They work hard, want to buy homes and send their kids to college."

Immigration Rate: Ongoing immigration sustains a large Habitancy of first-generation Hispanic immigrants, with 2 in 5 born exterior the U.S. First-generation immigrants are less likely to use English as their customary language at home or feel comfortable basing purchasing decisions on English materials.

Media: modern media allows Hispanic immigrants more integration into community while maintaining their native language and culture. In the past, many immigrant populations were forced to relinquish native-language interaction in order to move beyond immigrant communities. In contrast, Spanish-language television today reaches at least 90% of the Hispanic Habitancy in the U.S., and my informal internet investigate shows more than 900 Spanish-language print publications.

"For Mexicans, unlike most other immigrants, there is only a river, not an ocean that separates them from their homeland."
~ Eliza May

Strong family ties, along with the extended family, are traditionally associated with Hispanic cultures. Because family is the basic unit of identity, ties to family over time and distance are usually more tightly preserved than in many other U.S. Immigrant cultures. Jon Ragsdale of Williamson-Dickie commented, "The Hispanic culture is very aspirational, working not only for themselves but for their families."

Ease of Travel: The fluid state of migration in the middle of Mexico, Central/South America and the U.S. Is sometimes viewed as a further wall to integration. This Habitancy is more facilely able to visit their homeland and has closer physical ties to relatives, especially in Mexico, than immigrants from Africa, Europe or Asia. This further reinforces Spanish language fluency among the second generation and those who immigrate as children.

Money Transfers: An estimated billion was sent by Hispanic immigrants back to their native Latin American and Caribbean countries, According to a recent study by the Inter-American improvement Bank's Multilateral venture Fund.

The following illustrates how enterprise and community can join to good serve the Hispanic immigrant Habitancy and benefit their own organizations.

What happens when you join visionary leadership with a tiny luck?

In 2000, the Austin Police agency was implicated about the growing number of robbery victims identified as newly-arrived, Hispanic immigrants. Rudy Landeros, Assistant Chief Of Police, contacted Eliza May, then President of Gahcc for only three months, for help. A key factor in the crimes was that most illegal immigrants were known to be carrying cash on paydays because they could not open bank accounts with commonly-carried identification.

They made an appointment with Rick Burciaga of Wells Fargo Bank. Rick thought about that Wells Fargo would begin accepting the form of photo identification generally ready to Mexican immigrants, the Matricular Consular Card, thus enabling many Hispanics working in Texas to open a U.S. Bank account.

Eliza suggested a good way to spread the news to this predominantly male Hispanic Habitancy at an opportune time was to go to the Catholic churches, which are trusted locations, where they set up data posts and approached Hispanic male immigrants on a customary family day.

Identity verification is valuable to risk administration in the banking industry, but use of the Matricular Consular Card as identification has shown to gift no greater loss risk that any other segment of banking customers. Once Wells Fargo thorough this form of identification, other banks followed suit. Many accounts were opened, and robbery-motivated crimes against immigrants fell.

"The buildings of Wells Fargo Bank is very decentralized compared to most other large banks, allowing each store to more facilely take benefit of local opportunities than institutions having very centralized decision-making. For instance, in the banking industry, for field distribution, central Texas is as hot as Vegas, and being decentralized, we can feel what the needs are and be very responsive to them," explains Rick.

"If you control at the community level, it's right in front of you."
~ Rick Burciaga

To learn more about their needs, Wells Fargo created a team of bankers to go into the Hispanic community. Rick shared an comprehension gained from this action. "We are challenged in one respect--in the U.S., we depend on customers arrival to the bank, whereas in customary Mexican culture, prospective customers retort good to banks arrival to them. We must build smaller branches, so that we are near neighborhood stores, thus creating a presence well-known to many immigrant Hispanics. We've been at this for a generation and will seek opportunities where we find them."

Advised Eliza, "And that means you can't just translate the words. Your message must be crafted to request for retrial to this market. It has to 'move' and have thoughprovoking colors--it must be thoughprovoking and catchy. You have to allow yourself to get out of your own skin to originate the right message for a different audience." Jon added, "It needs to sound natural, one Hispanic talking to another, not just words translated into Spanish."

Just over half the Spanish speakers in the Census Bureau examine reported speaking English "very well." That means, however, there is an additional one even larger U.S. Audience that should be considered--the Habitancy of English readers for whom English is a second language. Many of the same system that apply to translation also apply to writing for non-native English readers.

Write for English to be read as a second language, as well as for translation.

Sentence Length: Very long sentences are more likely to be misunderstood by a non-native English reader. Long, involved sentences are also more difficult to translate than some shorter ones.

Sentence Structure: Avoid linguistic structures that are difficult to understand and may be thoughprovoking to translate. For instance, the duplicate negative is a construct that does not exist in some languages.

Idioms: Idiomatic phrases may confuse non-native English readers or even translators. There are many idioms generally used in business. Examples: bottom line, turnover, closeout. There is a great list of enterprise idioms at idiomconnection.com.

Saying it in Spanish--how many versions?

Though the U.S. Hispanic Habitancy derives from many countries, for many purposes, providing article in business-neutral Spanish results in the best Roi, even if the translation contains some terms that are not used by all Spanish readers. Spanish readers expect that confident types of article created for Hispanics in the U.S. Must be crafted in a single version for nationwide use and are tolerant of the occasional term that is different in their own dialect. It's also prominent to note that the Spanish used in the U.S. Has evolved over time from that used in their native countries.

Following is a practical example of using a single version of Spanish. This enterprise is very committed to growing their Hispanic customer base.

Founded in 1922, Williamson-Dickie has been a global provider of workwear and, in more recent years, the enterprise has vast to outerwear, denim and children's apparel. In 2004, the enterprise announced plans to embark on a major Hispanic marketing initiative to gain share and solidify brand loyalty with the millions of hardworking Hispanics in the U.S.
With company-wide support, Jon Ragsdale, Vp of Marketing and Merchandising, led this effort, "It was a fairly easy decision because Williamson-Dickie was already strong in this market. There is a large Habitancy of young, working class Hispanic males in the U.S. Which reflects the customer base Dickie's has all the time had."
Williamson-Dickie's first step was to translate the marketing materials on their website into Spanish to effectively reach the vast and growing Latino store which represents the backbone of the workforce in Texas.
Ongoing localization insures timely website updates. "This is an opportunity for Dickie's to further enlarge our reach into the Hispanic store in the most culturally remarkable way," says Bob Scott, Williamson-Dickie's senior Vice-President of Marketing and Merchandising. Double-digit increase expectations resulting from this endeavor have already been met, with some categories much higher than customary estimations.

Dickie's shares a customary work ethic and family orientation with Hispanic customers."
~ Jon Ragsdale

More fellowships from more industries are reaching out to possible Hispanic consumers. I asked Jon how the apparel commerce compared to other industries in serving their U.S. Spanish-speaking customers. "It is much improved over even 5 years ago, when the Hispanic community was largely ignored. Although the commerce still lags in some areas, fellowships now see the stupendous opportunities in communicating with these customers."

Laggards consist of pharmaceuticals, tour and entertainment, securities and financial services, and specialty retail. When asked her conception about opportunity industries, Eliza May listed real estate and housing as those where there is a lot of enterprise buzz.

Eliza emphatically notes that fellowships will benefit most by building long-term relationships with the notably brand-loyal Hispanic audience. To do so, they must look beyond presenting article in Spanish with a Hispanic aesthetic. The economic winners will be those that find ways to come to be involved in the Hispanic communities and construct a real presence. What do they need? How can your enterprise help?

"You must cultivate today, the enterprise of tomorrow."
~ Eliza Mays

To summarize, there are good practices in writing for an Esl audience or for translation. A large measure of the Hispanic Habitancy in the U.S. Identifies themselves as having tiny English skills or preferring Spanish. There are prominent differences in the middle of the Hispanic immigrant Habitancy and other immigrant populations to the U.S. That impact assimilation and thus the most productive ways of communicating with this audience. Agreeing, Jon stated, "People who apply a broad brush to cultural transportation are doing a disservice to the communities they hope to reach."

References

People: Origins and Language, Source: U.S. Census Bureau. See also premium social Characteristics: 2003
2003 American community examine overview Tables, Language Spoken At Home

The Hispanic Habitancy in the United States: March 2002, U.S. Census Bureau report, by Roberto R. Ramirez and G. Patricia de la Cruz

General Demographic Characteristics: 2003
2003 American community examine overview Tables, Hispanic Origin And Race, Total Population, 39,194,837.

Hispanics: A Habitancy In Motion, The Pew Hispanic Center

Place of Birth by Citizenship Status, (Hispanic or Latino), Census 2000 overview File.

Idb'S Multilateral venture Fund To Hold discussion On Remittances In Mexico City, press publish October, 2003.

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