Bilingual Communication Strategies

Bilingual Communication Strategies

9013 Edmundsbury Drive

Austin Texas 78747

512-660-1845

www.artisanmercado.com/bilingual communication strategies

bilingualcommunicationstrategies@artisanmercado.com

2021 Copyright 

Bilingual Communication Strategies Spanish Version

 

Bilingual Communication Strategies, a communications company, bridges the English and Spanish-speaking worlds through strategic planning, bilingual and bicultural public relations and translation. The company was founded in 1989 in San Antonio, Texas under the name of Bilingual Expressions and provided services for 7 years to museums, state government agencies, law firms and businesses. Since 1997 the owners have worked on a freelance basis, but now return to a full-time status offering a myriad of bilingual/bicultural communication services. 

Bilingual/Bicultural Communication Advantage 

The 2020 Census has broad implications for communicating and selling to the U.S. Hispanic population. In 2020 there were 62.1 million persons of Hispanic descent or 23% of the total U.S. population with a buying power of  $2.6 trillion, according to the U.S. Census Bureau. This trend will continue with slightly more than half (51.1%) of the total U.S. population growth between 2010 and 2020 coming from the Hispanic or Latino population. Latinos are concentrated in California, Texas, New Mexico, Arizona, Nevada and Florida, but other major markets are Colorado, New Jersey, New York and Illinois.  As of 2019, 33.7% of the U.S. Hispanic population is foreign born from Mexico, Puerto Rico, Cuba, Spanish-speaking Central or South American countries and the Dominican Republic, as reported the US. Census.  In addition to identifying with Latin American culture, almost 1 out of 3 Hispanic Americans are Spanish-language dominant or prefer bi-lingual communication, as noted in American Community Survey 2020. Of the 41,757,391 Spanish Speakers in the United States, (13.5 % of the total U.S. population) 16,131,307 of Spanish-speaking Latinos or 38.6 % speak English less than very well. Therefore, to be relevant with the Hispanic population, it is necessary to speak the Spanish language.

 

Cultural Relevance 

To target the Hispanic culture, one must also take into consideration the common heritage Hispanics share, as reported by Hispanic Marketing: A Cultural Perspective by Felipe Korzenny and Betty Ann Kozenny. (2005) According to the authors, this culture was forged by the Spanish conquest of Latin America and heritage derived from the native Indian populations, many of whom had a highly developed civilization. These two cultures have a repercussion in all aspects of life such as cuisine, music, language, thought, religion and customs. In 2013 the majority of Hispanics also are largely Catholic approximately 30,454,225 million people  or 58.9% of all Hispanics of these  16,422,941(53.9 %) are native-born and 14,029,392  (46.1%) foreign born, according to 2016 “Cultural Diversity in the Catholic Church in the United States” from the Center for Applied Research in the Apostolate (CARA), a national, non-profit Georgetown University-affiliated research center based in Washington D.C. and many have a  stoic view of life and a fervent view of the afterlife. Due to their shared heritage and history, value family,  unity and the elderly and their history and traditions like Día de los Muertos (Day of the Dead), Latin American Independence holidays, Christmas, Los Reyes Magos, Holy Week, Easter, New Year's and Día del Niño (Children's Day). 

Clients/Clientes: 

Church’s Chicken, San Antonio, Texas

Mexic-Arte Museum, Austin, Texas

Instituto Cultural de México, San Antonio, Texas 

Texas School of the Blind, Austin, Texas 

Texas Department of Health and Human Service, Austin, Texas 

Texas Department of Protective Services, Austin, Texas 

City of San Antonio, San Antonio, Texas 

San Antonio Shoes, San Antonio, Texas

Hispanic Heritage Center of Texas, San Antonio, Texas 

Austin Community College, Austin, Texas


Public Relations Counselor and Translator 

Irma Orozco, APR is a seasoned bilingual and bicultural public relations professional. She holds a bachelor’s degree in journalism from the University of Texas at Austin and a master’s degree in Spanish from the University of Texas at San Antonio. Orozco attained accreditation in public relations from the Public Relations Society of America in 2008 and  has more than 25 years of experience in public relations and strategic planning. She also holds a certificate in Community Involvement from Boston College. She has translation experience in business, electric and gas industries, Hispanic culture and  history as well as Spanish pedagogy and Spanish and Latin American literature. 

Certifications: 

Certificate in Corporate Community Involvement, Carroll School of Management, Center for Corporate Citizenship, Boston College (May 2007)

Accreditation in Public Relations, Public Relations Society of America (Dec. 2008)

Alex Briseño Leadership Development Class, San Antonio Hispanic Chamber of Commerce (2005)

Teaching Certificate in Spanish EC - 12, Texas (2014)

Awards:

Mentoring Advocate of the Year, San Antonio Mentoring Forum (2011)

Silver Spur Award, Multicultural Campaign, “2008 Hispanic Heritage Campaign,” Texas Public Relations Society (2009)

Silver Spur Award, Community Relations Category, “Connecting the Dots Job Shadowing Program,” Texas Public Relations Association ( 2008)

Silver Trophy, Community Relations Category, “Connecting the Dots Job Shadowing Program,” Public Relations Society of America, San Antonio Chapter (2008)

Bronze Award, Evaluation/Research Category, “The Neighbor of Choice Report,” Public Relations Society of America, San Antonio Chapter (2006)

Bronze Quill Award; International Association of Business Communicators "50 

Years of CPS" video (1993) and 1994 -95 CPS Annual Report (1995)

Award of Distinction, Institutional Category, Cable Access Television Awards, 

"CPS Community Update” (1990)

Strategic Planning:

Hispanic Heritage Center or Texas, San Antonio, Texas (2011)

Public Relations Society of America- San Antonio Chapter, Gift of Guidance Chair Duties: Coordinated session with public relations counselors to assist 6 non-profits with a Public Relations Plan. (2010, 2011)   

Counseled ACE Mentor Program, Vital Alliance, Girls Inc. and Hill Country Health Services (2007 – 2011)

Hispanic Organization for Public Employees (HOPE), San Antonio, strategic planning process including SWOT analysis (2009 - 2011)

CPS Energy, San Antonio, a Community Relations Plan including a SWOTS analysis, management, employee and community leader surveys and recommended programs and budget (2006) 

 

Videographer and Translator 

Claudio López, a native of Mexico City, has 8 years experience in videography as well as video editing and production. His completed projects include commercials, promos, DYI videos and interviews for Athena Silversmith, La Peña, City of Austin Old Bakery and Emporium and the Artisan Mercado, of Austin, Texas. López has worked as a translator for 15 years, seven of them with Bilingual Expressions, of San Antonio, Texas and 8 as a freelancer.  He  did course work in architecture and  anthropology, respectively, at the University of Mexico and the National Institute of Anthropology, both in Mexico City,  as well as  art and art history at Austin Community College in Austin, Texas. 

SERVICES

Strategic Planning

  • Strategic Public Relations Plan (6-prong plan which includes long-range and short-range strategies, goals and tactics and a SWOTS analysis)

Public Relations

  • Bilingual and Bicultural Public Relations
  • Conference Coordination 
  • Media or Event Spokesperson 
  • English and Spanish News Releases 
  • English and Spanish Brochures 
  • English and Spanish Social Media Posts
  • English and Spanish Newsletters

              Translation

              • English↔ Spanish Translation 
              • English ↔ Spanish Proofreading

                Video Production 

                • Videography
                • Editing
                • English and Spanish Voice Overs