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Marketing to U.S. Hispanics Case Study
THE CHALLENGE
Founded in 1922, Williamson-Dickie is a global supplier of workwear, and, in more recent years, the company has expanded to outerwear, denim and children's apparel. In 2004, the company announced plans to launch a major Hispanic marketing initiative to gain market share and solidify brand loyalty with the millions of hardworking Hispanics in the U.S. Williamson-Dickie's first step was to translate the marketing materials on their website into Spanish. Localization will be ongoing, and a guaranteed turnaround time is essential.
THE SOLUTION
Localization of text and graphics are completed within a five business day turnaround to ensure Dickie's current offerings and marketing materials are posted to their website, meeting critical deadlines for market objectives. Graphics are recreated in Spanish using Macromedia Fireworks, mirroring the source files to maintain the familiar brand identity. Links and rollovers are tested prior to delivery, guaranteeing their functionality and correctness.
From McElroy's nine-year veteran Translation Manager, "Selection of translators and editors for this project was fun. Of course the first cut was for excellent linguists. Beyond that, though, we had to ascertain who was "hip" enough for this client's material. We selected a team of four linguists: one each for lead translator and editor, who can exchange roles as needed, and a backup for each, all of whom are familiar with the project. To date this has enabled us to meet all deadlines with the same small pool of linguists."
THE BENEFIT
Williamson-Dickie partners with McElroy Translation for this Spanish localization to enable Dickie's to further extend their reach into the U.S. Hispanic market. Double-digit growth expectations resulting from this effort have already been met, with some categories outstripping original estimations.