Product Ideas Pitch Portal
| Project Lifecycle Status | Pitch |
| Product value score | 1 |
| Business Priority (Optional) | Retention |
| Values | Pursuit of Truth, Accessibility, Equity, Curiosity, Public Service |
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State your hypothesis, tying your project back to the impact it might have.
We hypothesize that implementing Spanish translation services for select content will lead to increased audience engagement, broader audience reach, and enhanced brand recognition among Spanish-speaking communities. By providing content in Spanish, we can cater to the linguistic preferences and cultural backgrounds of Spanish-speaking users, thereby fostering stronger connections with these audiences and driving higher levels of engagement. This project aligns with our business goals of expanding our audience base, increasing user engagement, and strengthening our brand's reputation as a trusted source of news and information. |
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Which metrics would you use to track the success of this project? We will use this as the foundation of our experiment design. (Optional)
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What problem are we trying to solve for our communities with this experiment? How might it help us better serve them?
This research will help us reach diverse audiences in the Pacific Northwest. |
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Lay out the potential project steps to the best of your ability, including key teams that would need to be consulted. This is your best knowledge of the systems, tools and lift that would be required.
Content audit: Identify key content pieces and sections of the website that would benefit most from Spanish translation, considering factors such as audience demand, relevance, and impact. Translation Strategy: Develop a strategy for translating content into Spanish, including considerations for translation quality, linguistic accuracy, and cultural relevance. Translation tools or services: Research and evaluate translation tools or services that align with our needs and budget, considering factors such as translation quality, cost, and integration with our content management system. Content translation: Coordinate with translation vendors or utilize translation tools to translate selected content pieces into Spanish, ensuring accuracy, consistency, and cultural sensitivity. Quality assurance: Conduct quality assurance checks to review translated content for accuracy, readability, and adherence to brand guidelines, making any necessary revisions or corrections. Implementation: Integrate translated content into the website, ensuring proper formatting, localization, and accessibility for Spanish-speaking users. Promotion and feedback: Promote the availability of Spanish content to our audience through various channels, solicit feedback from Spanish-speaking users, and monitor engagement metrics to evaluate the impact of the translation efforts. |
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| Effort (scale of 1-lowest to 4-highest) | 3 |
| Urgency (scale of 1-lowest to 4-highest) | 1 |
| Business Impact (scale of 1-lowest to 4-highest) | 4 |
| Cost (scale of 1-lowest to 4-highest) | 3 |
| Alignment with Values (scale of 1-lowest to 4-highest) | 4 |
Agree 1000% with Courtney's note above from Monica - we should definitively seek input from our Latinidad affinity group.
(Morgan M and I seek input from our affinity groups whenever we build public facing surveys that include culturally specific subject matter)
We were discussing Spanish language translation efforts on the climate team, and Monica Samayoa asked me to pass along this comment/request from her: Let's be sure to include Latino/Latina colleagues in this discussion when we embark on it and to make sure the decisions are not made by non-Latino white staff acting in silos without input from people in the communities we are trying to reach.
Additional thoughts from Courtney: This might be an opportunity to collaborate or seek input from the OPB Latinidad affinity group and/or the DEI Content Committee.
And one other note: Several content staff have expressed concern about AI translation services, if we are going to consider that option it is something we will want to get staff input on and be prepared to communicate about.
Courtney raised some good points. I suggest we reach out to organizations that currently serve Spanish-speaking audiences and offer the page we've translated to Spanish for their use. I think the translated page is most useful to us right now as a means to start developing relationships and learning about the market.
@Margaux Maxwell Have you considered some AI tools for this? I know they exist...
https://azluminaria.org/about-us/
limonbeatrizperiodista@gmail.com
https://www.passporttolanguages.com/contact-us/
How do we bake in SEO optimization, social media, Google indexing, etc. into how we think through Spanish translation? Have we explored other media providing Spanish language journalism in our region. Would we potentially be competing and undermining them instead of contributing to a stronger news ecosystem if we pursue this independently without researching and understanding the market first? (For example, we offer our English language work to other media to repost. Should we identify partners and offer our Spanish language work to them, too, when we move ahead?)