“While Louisville has a lot to offer as far as interpreting goes, New York has a better talent pool for translation project management,” says CEO Terena Bell.  “Because of the many translation companies already in the area, the best of the best currently work in New York. By meeting talented project managers where they are, we’re able to better work with them and to ensure that the best in the business truly are working for our clients.”

The new office will be directed by Hannah Berthelot, a graduate of Smith College and the Université Denis Diderot (Paris VII). Berthelot joins In Every Language after working with Bender & Partner Language Services in Paris, France.

In addition to providing a greater talent pool from which to hire, a New York office also provides In Every Language greater opportunities to meet face-to-face with clients, as many Fortune 500’s have offices either in the New York area or in cities that are accessible via direct flight from New York airports.

The benefits to multi-national corporations include:

• A nationally recognized, trusted solution for business translation needs
• A percentage of every translation project helps WEConnect expand and certify MNCs international women-owned suppliers
• Dedicated liaison and ongoing language support
• Integration with existing suppliers and Tier 2 supplier participation

The partnership makes it easy by allowing members of WEConnect to simply share this special supplier diversity initiative with buyers of translation services across their organization and contact In Every Language to get started through a dedicated website: http://www.ineverylanguage.com/weconnect

Some see translation as an expense. In Every Language’s clients understand it’s a profit-driver.

About WEConnect International
WEConnect International, a corporate-led global 501(c)(3) non-profit, helps build sustainable communities and economic growth by empowering women business owners to succeed and thrive in global markets. Based in Washington, D.C., WEConnect International has since 2009 provided certification, resources, mentoring and peer/corporate connections to businesses based outside the United States that are at least 51 percent owned, managed and controlled by women. As well as a network active throughout Canada and Europe, WEConnect is the first organization to certify women-owned businesses in emerging markets in Latin America and Asia.

The WEConnect corporate network represents more than US$700 billion in annual purchasing power. Global members are true pioneers in the new field of inclusive sourcing and global supplier development: Accenture, Alcatel-Lucent, AT&T, The Boeing Company, Cisco Systems Inc., Coca-Cola, Cummins Inc., Dun & Bradstreet, Ernst & Young, ExxonMobil, Full Circle Exchange, GlaxoSmithKline, Goldman Sachs, Hewlett-Packard Company, IBM, Intel, Johnson & Johnson, Manpower Inc., Marriott International, Microsoft, Motorola Solutions, Pacific Gas and Electric Company, Pfizer Inc., RBS, United Technologies, Verizon, and Walmart Stores.

For more information about WEConnect International, visit http://www.weconnectinternational.org.

About In Every Language
In Every Language is a nationally recognized, professional provider of translating, interpreting and localization solutions, representing over 170 languages. Clients trust us to be on time and on budget — with a top quality translation that not only meets their needs, but also is a positive reflection of their own company or organization.

• In Every Language is your trusted source for high quality, world-class translation, interpretation and localization solutions
• Over 170 languages offered
• In Every Language is a WBENC Certified WBE, Certified DBE and SBA Classified Small Business

Location: Louisville, KY, USA
Education: B.A. Psychology
University of Louisville
Pursuing Masters of Education
Specialty: Customer service and project management

A translated PowerPoint presentation can be used for a variety of global communication purposes: proposals, knowledge transfer or progress reports.

While the same rules generally apply for PowerPoint translations as any other translation project, here are three key questions to answer before requesting a quote for a translated PowerPoint presentation:

• Do the presenter’s comments need to be translated or just the slides? Answering this question will ensure the translation meets your expectations.

• Does the translated PowerPoint need to be localized? Images, colors, numbers and symbols that are culturally accepted in the United States may offend your target audience. Yellow as an example, represents courage in Japan, mourning in Egypt and hope in the West. We offer localization solutions to help you ensure your intended message reaches your audience in a culturally appropriate way.

• Do words located within an image or a photograph need to be translated? If the words do need to be translated, please include the original art for the image to avoid additional costs for recreating it.

It’s essential to send us the correct file format to avoid incurring additional file conversion costs. Please send an editable copy of the PowerPoint presentation as a PPT file. PDF or PPS format files can require conversion and add additional costs to the project.

How do you ensure your PowerPoint presentation reaches your target audience effectively? In Every Language offers professional translation and localization solutions to help you grow your business. Request a quote or learn more at www.ineverylanguage.com.

LOUISVILLE – KY, April 4, 2012—At The Center for Women and Families, we know that free and clear communication is key to empowering people. Individuals often seek services after experiencing the trauma of abuse where their voice was not heard. When clients are limited English speakers, clarity and understanding are crucial to their safety and recovery.

As of April 1, In Every Language is providing The Center with 25 hours of free on-site interpretation per month. That’s the equivalent of over $22,000 annually. The Center’s dedicated advocates are in a unique position to help clients live a better life, and that advocacy begins with assuring they will be heard. The interpreters at In Every Language are committed to working with survivors of intimate partner abuse or sexual assault. They understand that words directly translated into English such as “love,” “forced,” or even “abuse” can have different meanings in other languages.

“The world is here!” said Marta Miranda, President and CEO of The Center for Women and Families, “There are over 100 languages spoken in Jefferson County. In Every Language will continue to be invaluable in serving our diverse clients and our fight to end intimate partner abuse.”

The Center for Women and Families and its clients have been partnering with In Every Language for 4 years. This new agreement allows The Center to continue to meet the Title VI Federal mandate and will enhance interpretation and translation services to The Center’s non-English speaking clients.

In Every Language is able to provide services free of cost to The Center because of their growing business in the Louisville region. As their business here grows, they hope to increase their donation of service.

About In Every Language: In Every Language is a nationally recognized, professional provider of translating, interpreting and localization solutions, representing over 170 languages. Visit www.ineverylanguage.com or (502) 213-0317 to learn more.

About The Center for Women and Families: The Center for Women and Families helps victims of intimate partner abuse or sexual violence to become survivors through supportive services, community education and cooperative partnerships that foster hope, promote self-sufficiency and rebuild lives. The Center has been serving Kentuckiana since 1912, when it began as part of the YWCA. Today it is a private nonprofit organization serving 9 counties and operating seven regional locations, three of which provide emergency shelter and/or transitional housing. The Center maintains a $4.8 million budget and provided housing, advocacy, counseling, therapy and education to over 30,000 people last year.

Location: Hattingen, Germany
M.A. Translation
6 years experience
Monterey Institute of International Studies Professional Certification
Languages: English, French, German
Specialties: Audio Translation, Marketing, Advertising, Creative Texts
Biggest project: Three-year subtitling project of sports programming

Consider the following mistakes of these multi-national corporations:

• Coors “Turn it loose,” marketing campaign was literally translated into Spanish, changing the meaning to “Suffer from diarrhea.”

• Parker introduced a fine writing pen in Mexico with ads that were intended to read, “it won’t leak in your pocket and embarrass you.” The ads weren’t localized properly, so the intended message read, “It won’t leak in your pocket and make you pregnant.”

• Pepsi’s “Come alive with the Pepsi Generation” campaign was translated into Chinese as “Pepsi brings your ancestors back from the grave.”

• Nike launched its stylized “Air” logo in Arabic countries and consumers interpreted the logo to mean “Allah.” Nike apologized and had to pull the shoes from distribution.

These examples are all localization errors that could have been avoided and that ended up costing these companies money.

Localization is a professional service that adapts a product or content to a specific target market.

Localization is essential when business goals demand that communication come across to the target audience effectively.  While an important part, professional translation is just one component of the localization process.

Professional localization includes:

• Converting local currencies or units of measurement

• Using correct formats for dates, addresses and phone numbers

• Adhering with local cultural norms

• Modifying layout to fit the translated text

• Adapting graphics or text to ensure cultural sensitivity

Globalization is creating new opportunities for your business to export products and services. Localization helps your business save money and make money by ensuring the right message reaches your target audience in a culturally sensitive way.

Localization is a step beyond translation and you should keep this in mind as you request a quote. It’s important to understand the difference so you will receive the correct service to meet your business goals.

In 1992, Christian Laettner of Duke University made what’s been called one of the greatest shots in basketball history.  He made it against the University of Kentucky (UK) in NCAA tournament play and our state has never let him, Duke, or anyone else forget it.  Believe me when I say we take basketball very seriously.  I personally did not attend Duke University as a direct result of that game.  It sounds silly to anyone who hasn’t lived it, but they don’t call UK fans the Big Blue Nation for nothing.  There is not a single university in college sports today with a basketball fan base as passionate, vigilant, or headstrongly loyal as we are.  Think European soccer.  Then add to it.

When you make us watch that shot—every time it’s played in college sport moments, every time it’s discussed in Sports Illustrated—it makes an entire state hurt inside all over again.  I want to cry just thinking about it.  The best way I can describe the pain is this: It’s like watching your dog get run over by someone you never liked, then watching him run back over your dog twenty times just to make sure he’s dead.

My point isn’t whether Kentucky’s continued grudge against Duke is right or wrong.  My point is that marketing materials, no matter what country or language they’re in, should be appropriately localized. After all, I do run a localization company.

UPS has recently released a commercial featuring what we Kentuckians call “the shot.”  Grant Hill lobs the ball to Christian Laettner, who gets it in the hoop.  In order to highlight a shipping partner’s ability to serve as the “pass” for your company, UPS shares how essential Grant’s passing skills were to equipping Laettner.  (“Everybody remembers the shot. But what about the pass? No pass, no shot,” says the ad, which may be viewed here.)  It’s a great idea and it really gets the point across.  Use UPS and they’ll be your Grant Hill—they’ll get you the ball just in time for your business to make the play.

The problem? The UPS employees passing that ball are in Kentucky.  UPS Worldport, the center of all its international shipping operations, is located in Louisville, Kentucky.  All told, more than 20,000 Kentuckians are UPS employees.  Allow me to be clear: Kentucky appreciates the jobs UPS creates in our state.  As one of UPS’s partners, In Every Language appreciates their business.  But we don’t really appreciate them making us watch that shot.  And what we definitely don’t appreciate is them saying we’re Grant Hill.

Obviously, someone in marketing wasn’t thinking.  Someone didn’t put two and two together.  Someone didn’t realize that this message is completely, 100%, unabashedly inappropriate to run in this market.

UPS’s not thinking, not looking at the regional impact their ad would have—failing to localize—has lead Kentucky Senator  Ernie Harris to recommend UPS pull the ad.  The Senator has also informed UPS’s political lobbyist that the move may shine unfavorably as UPS pushes for particular pieces of legislation in our state. (Read the full Courier-Journal article here.)  So what started as an excellent marketing campaign for one geographic market (outside Kentucky) has backfired in another geographic market (inside Kentucky).  This move may hurt UPS as it lobbies for tax breaks and other benefits; it may keep Kentucky businesses from wanting to use their services.

Here at In Every Language, we specialize in foreign market localization.  But the principles are the same: What’s a great idea in one place may not work in another. In fact, as it’s done in this case, an excellent marketing strategy for one area can be heavily insulting somewhere else.  The lesson is, do what you need to do to make sure you’re not insulting the people you work with or your message will get completely lost.

–Terena Bell, CEO and Part of the Big Blue Nation

Hometown: Cleveland, OH
M.A. Translation
Kent State University
16 years experience
Languages: German and English

Professional memberships: American Translators Association, Certified by the Department of Justice
Specialties: Medical and IT
Biggest project: An interactive computer game for children featuring various science-related narratives

Jill is the former president of the Northeast Ohio Translators Association and sits on the business practices committee for the American Translators Association. She writes a popular translation blog called Musings from an Overworked Translator.

More and more U.S. companies are discovering the opportunity and importance of a credible website presence in the native languages of their target markets.  There are now more than 2 billion Internet users globally and only 18% are native English speakers.

As globalization creates more markets for competition, companies are moving quickly to translate and localize their English website to attract new customers.  The U.S. Small Business Jobs Act of 2010 provides grant funding to encourage small business exporting and some states cover the cost of website translation. Grants are administered differently in each state. To learn more, click here.

While the same rules generally apply for website translations as any other translation project, here are six key questions you need to answer before requesting a quote for a translated website:

• Who is your target audience?

• What languages and dialects need to be translated?

• When does the translated website need to launch? Is the launch date and time simultaneous with the English site or a different date and time?

• What specific parts of your website need to be translated? Does the entire site or a subset require translation or are there specific pages or components that do not require translation)?

• Does the site need to be localized? In other words, do the images, colors, numbers and symbols need to be adapted for cultural acceptance by your target audience? Each target market is different. As an example, different colors have different meaning in different cultures.

• Who will provide us your web information and in what format?

Here are five key insights we’ve learned translating websites for clients that can save you time, money and ensure quality:

• It’s essential you work with a skilled web developer experienced at creating translated websites and who’s familiar with HTML/XML. Occasionally, the developer who created your English site may lack this experience. This gap can dramatically increase your costs and delay speed to market. It’s important your web developer is accessible during the translation process.

• Navigation is a critical component of a global site. Best practice is to have a global homepage that links to country specific sites. An example of this best practice is www.ikea.com. Flags are a culturally insensitive way for users to access a translated site (e.g. Taiwan’s flag is likely to offend Chinese users) and are highly discouraged.

• We utilize Tag Editor, an industry leading technology platform, to ensure the highest quality and accuracy of your translation. Our approach saves you money because it simplifies the process for your developer to insert the translated text into your website. As an example, if you supply us with an Excel file with the code and the English text in Column A, we will return the file to your developer with the translated text in Column B. The developer can then simply cut and paste the translated text into the site.

• Some places have specific laws governing websites and electronic privacy (e.g. in some countries, it’s illegal to embed cookies into your website).

• Finally, be sure your translation partner is experienced with search engine optimization as this can significantly impact the public search quality of your site.

Your direct contact at In Every Language is an experienced, skilled project manager, who will oversee the work from start to finish, and ensure your satisfaction.  To request a translation quote, please click here or learn more at www.ineverylanguage.com.