This is part one of a two-part, online workshop presented by Yolanda Cuesta, sponsored by the State Library of Kansas and the Heartland chapter of REFORMA.

Marketing the library to Latinos is both a challenge and an exciting opportunity for your library and for library staff members. The challenges are all too familiar to us and may seem overwhelming:
• Limited resources
• No Spanish-speaking staff
• Lack of awareness of how things work in the Latino community
• Gaps in our knowledge of what the Latino community wants and needs from the library
• Lack of confidence in our ability to connect with the Latino community

Even with all of these challenges, you can be successful in marketing the library to Latinos by applying a few basic principles. This online class will help you:
• Apply basic marketing principles to the Latino community
• Increase your awareness of how Latino culture can impact the what and how of library services
• Identify techniques you can use to connect with Latino customers to identify their needs
• Practice writing marketing messages that connect with Latinos

During the class we will explore the complex and diverse Latino community and the marketing techniques the library can use to earn a place in the minds and hearts of the Latino community.

Yolanda Cuesta is the lead consultant in Cuesta MultiCultural Consulting, a consulting firm specializing in helping libraries serve ethnic and culturally diverse communities. She has over 25 years experience as a trainer and consultant with public libraries and non-profit organizations. Her training and consulting emphasis include community based needs assessments, building partnerships and community coalitions, marketing and public relations, strategic planning and evaluation, and grant writing. She is a trainer for the Public Library Association’s Planning for Results and Managing for Results Process.
Prior to starting her own consulting business, Yolanda was Chief of Library Development Services and Ethnic Services Consultant for the California State Library and worked in public libraries in Texas and California. Yolanda has a Bachelor of Science degree in Elementary Education and a Master of Library Science degree from the University of Texas at Austin. She has pursued additional training in intercultural communication, marketing, program planning and evaluation, and train-the-trainer techniques.

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