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How to Leverage Campus Groups to Recruit and Retain International Students at Your University

As you well know, students are looking at the schools they're going to apply to right about now. Applications will need to be submitted soon, and decisions have to be made about what school offers them the best bang for their buck. 

Some of the best academic minds, sports players and community leaders come from diverse backgrounds. That's why it's vital for universities to recruit and retain international students in a sustainable and effective way. So, while the various offices on campus are busy preparing recruitment materials and events, we have some tips on how to appeal to international students and their families.

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1. Partner with campus groups and offices that regularly reach out to international students.

Consider campus life offices, undergraduate experience initiatives, campus religious groups, graduate student organizations, sports teams, etc., and find a way to collaborate with these groups in order to provide prospective and current students with more information in their native languages. This simple gesture will show these students that your university campus leaders care about them and want them to succeed on your campus.

2. Think ahead to various student events and programs that could be excellent venues for international student involvement.

Is there a specific group on campus that welcomes students, offers food at its events, holds concerts or intramural sporting events? Reach out to these groups and offer to help host a special meal in celebration of these international students, or organize a special sports tournament these students can get involved in. Bonus points if the sporting event is one that is often played in these students' home countries!

3. Communicate on their terms.
 

This may seem like the obvious tip from a language services provider, but having documents and materials for these students in their languages is one of the most effective ways to recruit and retain international students. Make sure there is a web presence about your campus and its offerings in the languages your campus tends to hear the most. Students are constantly searching online for information and ways to get involved. If they can find it in their languages, they are much more apt to respond to your calls to action and recruitment methods. On the same note, leverage social media BIG time. If the number of Facebook users worldwide were a country, it would form the largest population in the world. Do a little research to see where these students hang out online, and prepare messages in their languages that will "speak" to them. Tip! Be careful not to use automated tools that can result in translations riddled with errors.

If you have any special announcements, social media posts or informational materials you'd like to send out to students or their parents, feel free to request a consultation with us. We'd be thrilled to help your campus further recruit and retain international students!

What If I Just Use the Google Translate Button on My Website?

It’s not uncommon to hear someone ask about using Google Translate (or another free machine translation tool) for their translation needs. Those in the language industry probably hear this question fairly often, especially since there is a Google Translate button on many websites, both personal and professional, prompting users to translate a website into the language of their choice with just the click of a button. Although those in the language industry will have immediate reservations about using free, automated machine translation professionally, it is not difficult to understand why many would feel this is a good option. After all, Google provides some amazing services, many of which are free. If you have grown to trust Google for these other services, it might stand to reason that you feel comfortable trusting Google for a free translation, as well. Trust us, we completely understand! However, your organization’s brand and your website’s accuracy may be at stake if you are relying on this method to translate content for your visitors.

The ability to correctly maintain both the meaning and the intended impression of your website’s subject is something, at least at this point in time, that can only be accomplished with professional human translators. These translators are able to dissect the content of the page, understand the intention of its message, and then convey that same message and intention in another language.

Automated machine translation such as Google Translate is unable to identify all of the nuances of a language, and often makes errors involving both the grammar and vocabulary of the target language. If you have ever used the Google Translate button to translate a non-English website into English, it was likely very obvious that the translation was automated and not done professionally by a native speaker. This type of translation does not capture the true original message, even if we can make out what the proper words should have been, some of the time.

If your organization values its branding and professionalism, it is important to have your website translated professionally. A professional translation agency will ensure that a native speaker of the target language who specializes in the subject matter translates your content. The translation will also be reviewed by a proofreader or editor to ensure the quality of the final product. This helps to maintain the professionalism your company conveys through its branding, and it can also keep your company out of legal trouble in certain cases, should your information be translated incorrectly. If you are a food vendor, for example, and your website mistranslates allergy warnings, this could have major legal ramifications for you if one of your customers falls ill.

Even if there are no legal implications, native speakers of a target language will know when a website has been translated through an automated system and may look to your competition for a company that will better communicate with them. After all, good communication is a form of good service.

The process of taking your message, breaking down its intended meaning in all places, understanding the nuances of your ideas and messages, and putting it all back together in another language is complex. Although we completely understand the appeal, we urge you not to rely on a seemingly free service to do this. Just as other aspects of your business are handled by their respective professionals, we recommend doing the same for your translations to help prevent potential mistranslations and bumps down the road.

What information does ATS consider when providing my free quote?

For each project that ATS handles, we consider several different factors when it comes to providing your free quote. We will consider the project type or service you request, the source and target languages of your project, and the timeline in which the project needs to be completed. No matter what project you need handled, ATS will be sure to offer you the most competitive rates possible while taking these items into consideration.

A legal document should be handled differently than a technical operating manual and ATS takes project type into account. Since these two areas are so distinct, we have teams of different linguists who work on each one. It is important that our linguists be highly specialized in the content area you request. We have a wide array of linguists with many specialties, so doing so is usually not a problem. If we do not have a specialist in your project’s subject area, ATS will work to recruit someone who is able to handle your project type.

We also take source and target languages into consideration. Language combinations that are more rare sometimes require us to charge higher rates than some of the more common language combinations, for example.

ATS also takes your desired/needed timeline into consideration when providing your free quote. A job that does not need to be returned immediately, and will not rush the linguists who are working on the project for you, will not require any additional fees. However, if the project turnaround time will require our linguists to work overtime-type hours to finish it within the desired timeline, we may need to add rush fees to the quote. You will have the chance to accept the fees or change the timeline of the project.

Interpreting is quoted differently than document translation, since the services require a different set of skills. Similar to translation, however, the type of interpreting service needed will also be something ATS considers when providing your quote. Interpreting for a surgery is handled differently than interpreting for a legal deposition, for example. ATS offers varying types of interpreting services, such as in-person or over-the-phone interpreting. We also take source and target languages into account, just as we do for document translation, as well as the time required for our interpreter to be available. If an interpreter needs to be available for longer than a normal working period, we may need to charge additional fees.

No matter what project or service you need, ATS will be happy to answer any questions you may have and will always provide you with the most competitive rates possible. Please don’t hesitate to email us at freequote@accessibletranslations.com so that one or our Project Managers can assist you at every step along the way – we are happy to help!

Why do I need to provide language access to patients, clients and customers?

Being able to communicate effectively in the language of your patients, clients, or customers is extremely important for your relationship and essential to your brand's success. If you receive federal funding, providing adequate language access options also protects you from violating Title VI of the Civil Rights Act of 1964, which prohibits discrimination on the basis of race, color, and national origin in programs and activities receiving federal financial assistance. This includes providing language access to individuals with Limited English Proficiency (LEPs). Your company's customers will also feel more attracted to your brand if advertising and customer service options are provided in the language in which they are most comfortable.

A hospital, for example, should always have on-site or on-call interpreters available for LEP individuals. This will help eliminate medical emergencies or poor care caused by the individual's inability to communicate effectively with health care providers. It is extremely important that both doctor and patient understand each other completely to avoid these potentially grave errors. The same holds true in legal settings. Miscommunication between parties can be the difference between improper sentencing and an innocent person being set free. Communication in their native language also ensures that each party understands all legal implications associated with an action, protecting everyone involved.

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Not only does closing the language barrier protect you from violating Title VI of the Civil Rights Act of 1964, it also goes a long way in improving your brand image. If you are able to provide advertisements in the native language of your intended audience, these customers will be more likely to feel appreciated and attracted to your company. If you provide customer service options in other languages (either via a live bilingual operator or telephonic interpretation option), these customers will continue to feel appreciated and are more likely to interact with you if needed. This communication can help ensure their needs are met so they remain loyal customers for you.

If you find that you would like to provide language access for any target demographic, we will be glad to assist with the steps along the way. Please feel free to contact us with any questions or for a free quote.

Your Website is Translated... Now What?

If you’ve recently translated your website, then you’ve taken a huge first step in terms of growing your marketing demographic! However, you may notice that your customer base does not necessarily grow right off the bat just based on the translated website alone. Your goal to expand your customer base into other cultures is a great one, and here are some steps to help drive traffic to your newly translated website and continue along the path of reaching this new demographic.

  • Create marketing plans aimed at bringing in your new target demographic. Advertise your content in sources relevant to this group, localizing your advertisements to reach these new customers. If your customers do not realize that there is an entire web page designed with them in mind, you won’t see the full benefit of its creation!
  • Use social media to your advantage! Facebook, Instagram, Twitter, and YouTube are just a few popular social media channels that can help you reach more people faster. Know which social media platforms you’d like your company to start with, and focus on those. Learn what drives customer engagement across these channels and begin to implement these. Create a Facebook business page specific to your company’s niche within this target market. Point people to the content on your site whenever it’s relevant to send people there so that they engage with you where you’d like them to end up. Ensure your social media pages are easily identifiable as your own brand, but specific to your new market. If your company’s brand is typically associated with being carefree, make sure your new page adapts that perception, but tailor it to your audience. You might, for example, have someone run a “Business Name_Mexico” Instagram page to ensure the content is relevant. Such relevant and engaging content will drive your customers from social media to your website.
  • Engage with target customers on review sites when possible. This lets them know their voice is heard and that your company is serious about engaging with them in their own language on topics that are important to them.

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Once you’ve driven traffic to your website, it is important to keep these customers engaged to avoid losing them. Make your website visually appealing and tailor it to your target market. Be sure the first things your customers see when they visit the site are relevant to their needs. If it is not visually appealing or puts the customer off in any way, you run the risk of them leaving the website and not returning. You can also get feedback by surveying your customers while they’re using the site. Many people will gladly share their opinion and may help you identify any potential issues on the site as it relates to that culture (or in general!) and how you could possibly fix that going forward. This newly translated website is a great step in ensuring you are reaching your new customer base, and with the right focus on demographic going forward, you should see your website’s traffic increase along the way.

Should you Localize your Smartphone Applications?

If your company has recently launched a Smartphone app, or even if you’ve had an app that’s been out for quite some time, you may be wondering if it would be worth your while to localize that app. Localization, in this sense, basically entails adapting your product to another market or set of markets. This could mean language translation, but it could also mean adapting some of the images or audio files within the app, or even the marketing materials you use to promote it. All of this would fall under localization.

If you’ve ever heard the saying, “There’s an app for that,” then you may have an understanding of just how important apps have become in our society. People use them for just about everything. Having a Smartphone application puts your business, quite literally, in the palm of someone’s hand. If developed well, it’s convenient for the consumer to use and helps build brand loyalty and trust by delivering the information they need quickly and easily via their phone or other handheld device, just as they need or want it.

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Users are most likely to be drawn to an app designed for their native languages. If your business markets itself toward different demographics, then it is important that these demographics be represented in all facets of your business, including in the use of your Smartphone app. In fact, according to a 2012 report from Distimo, The Impact of App Translations, a study of 200 iPhone apps that launched in different native languages saw a 128% increase in downloads the week following that launch, and a 26% increase in revenue from these downloads. Applications localized into Chinese, Japanese, and Korean saw the most growth from this update.

Although the US/English app market is still the most dominant market to date, other markets are growing at an impressive rate (namely the Japanese and South Korean markets, but there is also quite a bit of growth in countries such as Brazil, Russia, India and China. Since a user feels most secure reading something in his or her own native tongue, the potential to actively engage and reach these users through a properly localized app can increase exponentially. If a user is interested in your brand and has a basic understanding of English, he may download your non-localized application. However, if he cannot decipher the language of the app well enough to make purchases, he may become hesitant to use it on a long-term basis, like he would an app in his own language. This can easily cause one to delete the app and disengage with a brand entirely.

Users value content in their native tongue, and the above statistics help demonstrate the impact that localizing a Smartphone application can have both on your business’ visibility, as well as on your potential revenue. If you are actively working to expand into other markets and demographics, then Smartphone application localization is definitely something worth investigating.