[Baynet] Infopeople's "Marketing to Latinos: An Action Plan" workshop

[Linda Rodenspiel]

Since some people who may be interested in attending might not 
receive this notice directly, we would appreciate it if you would 
print and post or route this announcement to staff and colleagues. Thanks!


Title:  Marketing to Latinos: An Action Plan

Dates and locations:

Monday, July 16, San Francisco Public Library
Tuesday, July 17, San Jose, Dr. Martin Luther King Jr. Library
Tuesday, August 14, Buena Park Library District
Wednesday, August 15, Los Angeles Public Library
Friday, August 17, San Diego County Library Headquarters
Wednesday, September 5, Fresno, Woodward Park Library
Friday, September 7, Sacramento, Arden Dimick Library

To register for this workshop:  Use the online registration form at
http://infopeople.org/workshop/343

Fee:  There is a $75.00 fee for this workshop.


According to the Public Policy Institute of California, Latinos are 
projected to become the largest racial or ethnic group by 2011 and to 
constitute a majority by 2040. They are now the largest group of 
residents under age 30, and almost half of the births in the state 
are to Latina women. They are an important part of the state 
constituency, but as a group they are not using library services 
proportionate to their numbers in the population. How can libraries 
reach and help the Latino community?

Marketing to Latinos is a necessity. Would you like to:

--Learn how to better identify Latino community needs?
--Improve your ability to reach the Latino community?
--Increase library usage by Latinos?
--Understand how to develop a marketing Action Plan targeted to Latinos?

If you answered "yes" to any of these questions, then this workshop is for you!


Workshop Description: This all-day hands-on workshop is an 
introduction to creating an Action Plan to market library services to 
a culturally diverse Latino population. Through individual and group 
exercises, and interactive activities, you will reexamine your 
library's goals, devise strategies to achieve new goals, and learn 
how to monitor the advancement of these strategies so that you will 
develop long-term credibility in the community you serve. Case 
scenarios and specific strategies will be discussed and evaluated.

Pre-workshop assignment:

--Participants should try and obtain a copy of their library's 
mission statement and bring it to the workshop.
--The instructor has asked for some background information on 
workshop participants to help her customize some of the workshop 
content. To help us collect this information, please complete the 
survey at http://www.surveymonkey.com/s.asp?u=177733516390 before the 
workshop. Survey results will remain confidential and no individual 
information will be disclosed.

Preliminary Course Outline

Why Market to Latinos?
--Benefits to community and library
--Equity of access/equity of service to the Latino Community
--Diversity goals

Launching a Latino Outreach Action Plan
--Elements of an Organizational Action Plan
--Launching a Latino outreach committee
--Advocacy: What can I do?

Tools to Develop a Basic Market Analysis
--People and geographics of Latin America
--Qualitative and quanitative information
--Strategies and tactics to gather information

Positioning Your Library Services
--Incentives for Latinos to use library services
--Who is your competition
--Overcoming cultural obstacles and limiting beliefs

Tools to Assess Your Latino Community Needs
--Understanding how marketing really works "backwards"
--Creating incentives for Latinos to use library services

Promoting Your Library Services To Latinos
--Planning and promoting outreach activities
--Parameters: Market channels, customer predisposition, motivation, 
competition, cost vs. resources and amount of advertising needed.

Instructor: Susana Baumann.  Susana is the Director and owner of 
LCSWorldwide Language and Cultural Services, a sole proprietorship 
minority-owned business founded in 1996 and currently located in New 
Brunswick, New Jersey. LCSWorldwide, a community-oriented company 
offering customized Occupational Spanish language and Latino cultural 
training to individuals and organizations with specific language 
needs in the workplace, is a reliable provider of cross-cultural 
communication services for non-profit organizations and government agencies.

Who Should Attend: Anyone from the California library community who 
wants to improve library marketing to Latinos. This course is 
appropriate for all levels of staff.

Prerequisites: None

Other Logistics:

*On-site check-in is from 8:30-9:00 AM;  instruction is from 9:00 AM-4:30 PM.

*Maps, directions, and parking information are available on the 
Infopeople Web site at http://infopeople.org/WS/workshop/Directions. 
Infopeople does not validate or pay for parking.

*Infopeople does not provide refreshments or lunch.  Since some 
training locations do not have in-house or convenient food service, 
Infopeople recommends that participants bring a sack lunch.

To view a complete list of Infopeople workshops and for general 
information about Infopeople training opportunities, go to the main 
Infopeople Workshops page at http://infopeople.org/WS/workshop

If you have questions about registration or scheduling of workshops, 
please contact Linda Rodenspiel, the Infopeople Project Assistant, at 
assist at infopeople.org or by phone at 650-578-9685.