Trans-creation RFP (30 March 2015)

Request For Proposal
Best Practices for Translation and Trans-creation
A. Statement of Purpose: Provide the National Hispanic Corporate Council (NHCC)
member companies operational best-in-class practices for translating or transcreating customer/consumer documents, print or online, from English to targeted
languages, e.g. Spanish.
B. Intent: Improve effectiveness and efficiencies of translation and trans-creation
processes and systems by documenting and sharing insights/findings with project
sponsors, participating companies and NHCC member companies.
-
Project Sponsors: Companies that provide funds to launch and complete the project.
Participating Companies: Companies that participate in project surveys, interviews and/or are a
formal member of the project planning team.
NHCC Member Company: Active member of the NHCC.
C. Background: NHCC member companies are at varied stages of development in
meeting the language needs of their Hispanic customers and consumers. An NHCC
project team has been formed to identify and document best practices for translating
and trans-creating (1) documents and online materials from English to Spanish. Best
practice should provide maximum effectiveness in meeting the language needs of
audiences; sustainability and cost and time efficiencies of processes.
NOTE 1: Taking a concept in one language and recreating it in another language so that it resonates
culturally.
D. NHCC (National Hispanic Corporate Council): A non-profit organization working
with corporate America since 1985 to provide its member companies a multi-layered
approach and resources to effectively maximize the diversity of the Hispanic market.
In addition, the NHCC is a clearinghouse on Hispanic information on Human
Resources, diversity, marketing, supplier diversity and community relations. It offers
training and counsel in these areas to its members.
E. Objectives of the Assignment: Working with the NHCC Project Team
1.
2.
3.
4.
Identify companies (within the Fortune 1000) that are recognized for “best performance” in communicating
in-language and in-culture to customers and consumers.
Identify suppliers (vendors) that support best performing companies as noted in item 1 above.
Select companies as a result of items 1 and 2 above to conduct surveys and follow up interviews in
identifying practices for translating and trans-creating customer and consumer materials (print and online).
NHCC member companies will be included in this stage of the assignment.
Review secondary research on the translation and trans-creation processes.
1050 Connecticut Ave., NW 10th Floor • Washington, DC 20036 • 202-772-1100 • Fax 202-772-3101 • www.nhcchq.org
5.
6.
7.
Determine and document in the Project Report best-in-class practices for translating or trans-creating
customer/consumer materials (print and online).
Create a database of input, from surveys and interviews, for further analysis by the NHCC Project Team.
Support development of a presentation of the project results to NHCC member companies at the Fall 2015
Summit, October 2015.
F. Tasks:
1.
Using Attachment 1, Topics and Areas of Interest, develop approach for capturing best practices in
translating and trans-creating materials. Project Team recommends surveys and interviews. Research firm
can recommend alternative method.
2. Invite selected companies to participate in the research project. The Project Manager and Executive
Director of the NHCC will support research firm in the invitation process.
3. Develop survey(s) to capture information from participating companies. Surveys should not take longer than
20 minutes to complete. Multiple surveys, but no more than three, can be used to complete the capture of
information.
4. Provide report on findings from the survey element of the project.
5. Based on survey information, select best companies to conduct follow up interviews for further insights on
best practices.
6. Develop interview guide and conduct interviews with selected companies.
7. Reviewed selected secondary research, 4 to 6 documents, to identify additional practices in the translation
and trans-creation processes.
8. Provide a final report that incorporates findings from the surveys, interviews and secondary research..
9. Develop database of information captured from the surveys and interviews for interactive queries by the
Project Team.
10. Support Project Team in developing a presentation of research findings at the Fall NHCC Summit, October
2015.
G. Expected Outcomes:
1.
2.
3.
4.
5.
Detailed report of practices employed by participating companies in translating and trans-creating material
(print and online) from English to Spanish.
Detailed report of secondary research papers reviewed with findings, conclusions and recommend
actions/best practices.
Recommended Best Practices for translating and trans-creating materials.
An interactive database of research input for Project Team queries.
Recommended insights to be incorporated into the NHCC Member Summit in October 2015.
H. Timeline
1 April 01, 2015: RFP (Request for Proposal) provided to pre-­‐selected research firms. 2 April 15, 2015: Proposals submitted to NHCC. 3 April 22, 2015: NHCC selects research firm to complete project. 4 May 01, 2015: Selected research firm submits survey(s) to be used. 5 May 01, 2015: Companies selected to participate in research project. 6 May 02, 2015: Companies invited to participate in research project. 7 May 06, 2015: Research Firm reviews surveys with Project Team 8 May 08, 2015: Survey(s) approved by Project Team. 8 May 12, 2015: Survey(s) implemented. 10 May 31, 2015: Survey(s) completed. 1050 Connecticut Ave., NW 10th Floor • Washington, DC 20036 • 202-772-1100 • Fax 202-772-3101 • www.nhcchq.org
11 June 15, 2015: Research firm submits survey report and recommends companies to be interviewed. 12 June 15, 2015: Research submits interviews questions. 13 June 20, 2015: Project Team approves interview questions. 14 July 01, 2015: Selected companies invited to participate in interview sessions. 15 July 21, 2015: Interview sessions completed. 16 July 21, 2015: Review of secondary research completed. 17 August 15, 2015: Final research project report submitted to Project Team. 18 August 31, 2015: Database of research submitted to Project Team. 19 August 31, 2015: Recommendations on insights for NHCC Summit submitted to Project Team. 20 September 15, 2015: Project Completed I. Performance Standards: Research firm will minimally perform to the accepted standards of the
Quantitative and Qualitative Research Industry. Beyond industry standards the timeline of events and
deliverables is essential. The NHCC Summit in October 2015 will be preceded by internal briefings by
the Project Team. Deliver on research results at the summit is predicated on those briefings.
J. Primary Deliverable:
1.
2.
3.
4.
5.
6.
7.
8.
Best in class companies to include in the research.
Top suppliers of translation and trans-creation services
Survey questions, with rationale, for wave 1 through 3. This assumes three surveys will be conducted.
Post Survey Report.
Selection of companies to interview and interview guide.
Final Project Report.
Interactive database of input from surveys and interviews.
Recommendations on the NHCC Fall Summit presentation.
K. Ownership of Intellectual Property Created: The NHCC will have sole ownership of intellectual
property, to include reports and databases, created by the research firm.
L. Contractual Terms and Conditions: Upon selection, as the research firm for the project, a PSA
(professional services agreement) will be executed that outlines contractual parameters to include NDA,
ownership of intellectual property, standards of performance, measures of success and payment for
services provided.
M. Period of Performance: As outlined in paragraph H, Timeline, above.
N. Payments: Twenty-five percent of agreed upon fees once PSA is signed; 25% when survey report
has been submitted and approved; and 50% at conclusion of project.
O. Essential Proposal Elements:
1.
2.
3.
4.
5.
Description of past projects that parallel this NHCC project.
Agreement to meet Timeline as outlined in paragraph H above.
Detailed description of the following items:
a. Overview on how on items in paragraph E, Objectives of the Assignment, will be accomplished.
b. Description on how research firm would conduct surveys with selected companies, e.g. electronic,
online, paper, etc.
c. Description on how research firm would conduct interviews with selected companies.
d. Description of the interactive database research firm would create for the Project Team.
Research team, individuals that would work on the project and their research backgrounds.
Research project team leader and his/her background.
1050 Connecticut Ave., NW 10th Floor • Washington, DC 20036 • 202-772-1100 • Fax 202-772-3101 • www.nhcchq.org
6.
7.
Research fees for delivering project per established timeline.
Other pertinent information that would support selection of the research firm for this project.
P. Submission Address:
Octavio Hinojosa
Executive Director
National Hispanic Corporate Council (NHCC)
1050 Connecticut Avenue, NW, 10th Floor
Washington, DC 20036
Q. Submission Deadline: Must be received via email by 12:00PM, Central Time, on April 15, 2015.
R. Contact Persons for Questions: Submit the proposal and RFP questions via email to:
Email to:
Ray Celaya, Project Manager
ray.celaya@gmail.com
Copy:
Octavio Hinojosa Mier, NHCC Executive Director
ohinojosamier@nhcchq.org
S. Expected Decision Date: April 22, 2015
T. Documents and Information Needed with Proposal: Per item O, Essential Proposal Elements.
1050 Connecticut Ave., NW 10th Floor • Washington, DC 20036 • 202-772-1100 • Fax 202-772-3101 • www.nhcchq.org
ATTACHMENT 1
Topics and Areas of Interest
Why should my company participate?
By answering these questions, you will gain access to key insights and strategies that
have worked for other companies, in the financial services and other industries.
Terminology used in this survey
Translation: Taking source-language text and putting it into a means of an equivalent
target-language text.
Trans-creation: Taking a concept in one language and recreating it in another
language so that it resonates culturally.
Company Demographic Information
1.
How long has your company been in the multicultural or diverse market
space?
a. 1-3 years
b. 4-6 years
c. 8-10 years
d. 10 years+
2.
What industry does your company belong to?
a. List of potential industries here
3.
How large is your company?
a. List of employee ranges here
4.
Is your company regional or national?
a. List of regional/national here (other)
5.
Which stage do you believe that your company for the translation/transcreation initiative?
a. Getting up and running – Early stages of getting buy in from leaders,
setting up priorities, defining work. If answered go to getting up and
running
b. It has been operationalized – Clear strategic vision on where we are
going. If answered go to operations
Translation/trans-creation initiative – getting up and running (targeted for 1-3
year companies)
6.
Where within your company did the need for translation/trans-creation start
a. List: HR, Legal, Marketing, Communications, Cross Functional team,
Other (specify) (select all that apply)
1050 Connecticut Ave., NW 10th Floor • Washington, DC 20036 • 202-772-1100 • Fax 202-772-3101 • www.nhcchq.org
7.
If possible please explain the business reason for its start?
a. Comments:
8.
Was the focus on client facing or internal documents or both tracks in
parallel, please explain?
a. Select an option
b. Comments:
Translation/trans-creation initiative – operations (target for 4+ year companies)
9.
Where within your company is translation/trans-creation
managed/administered?
a. List: HR, Legal, Marketing, Communications, Cross Functional team,
multiple departments, other (select all that apply)
b. If no single department owns the initiative, which department is
responsible for maintaining consistency throughout the organization and
why?
i. Comments:
10.
If possible please explain why this department performs this role?
a. Comments:
11.
Was your trans-creation/translation initiative created….
a. Internally (created in house based on own knowledge)
b. Using external resources (consultants, third party vendors)
c. Combination using internal and external resources
d. Comments:
12.
Based on your company’s experience in translations/trans-creations what
would you consider best practices in completing these functions?
Best Practice 1 (please explain):
Best Practice 2 (please explain):
Best Practice 3 (please explain):
Best Practice 4 (please explain):
Best Practice 5 (please explain):
13.
Does your company retain or employ a certified linguist on-site as part of
the process, if yes please describe the linguist’s responsibilities?
a. Comment:
1050 Connecticut Ave., NW 10th Floor • Washington, DC 20036 • 202-772-1100 • Fax 202-772-3101 • www.nhcchq.org
14.
Does your company use external resources in the trans-creation process, if
yes please describe the external resources role? For example, a third party
translation vendor, an external linguist, etc.
a. Comment:
15.
Which department(s) provides final approval of translated/trans-created
materials?
a. List: Compliance, Legal, Marketing, Communications, Cross Functional
team, multiple departments, other
b. If no single department owns the final approval, which departments are
responsible for approving the materials and why?
i. Comments:
Translation/trans-creation initiative – best practices
16.
Companies often use a neutral form of a language (also referred to as
“generic”, “standard” or “pan”). Are there situations your company has opted
to use a different approach, such as region specific, to better serve a subcultural group? Please explain why “yes” or why “no”?
a. Comment box
17. Does your company exclude materials from being translated/trans-created due
to regulatory or other restrictions?
a. Comment box
18. Does your company create separate media plans for diverse markets, and if
possible please explain why?
a. Comment box
19. Does your company create separate social media plans for diverse markets, and
if possible please explain why?
a. Comment box
20. Would you or a member of your team be willing to discuss your response further
with the NHCC Research Team? If yes, please provide the following information:
- Name:
- Title:
- Contact information:
1050 Connecticut Ave., NW 10th Floor • Washington, DC 20036 • 202-772-1100 • Fax 202-772-3101 • www.nhcchq.org