WebJunction

Every year, millions of fun-seekers from all over the world descend on Florida's Orange County to visit popular attractions like Disney World and Universal Studios.   But when area residents need to meet real-world information needs, they rely on a Magic Kingdom of a different kind: the central library and 14 branches of the Orange County Library System.

Like the international Mickey Mouse crowd, Orlando-area library patrons don't just speak English.   The area has substantial Vietnamese and Haitian populations; and, as in many parts of the United States, Orange County's Spanish-speaking population is growing rapidly.  The library has made it a priority to connect with these diverse audiences through staff development, excellent programming, and a targeted outreach effort.  Here's the story of OCLS's successful efforts to reach out to Spanish-speakers in their community--and their work in this area will provide the model for future efforts with other linguistic groups.

Apart from the Floridian colors, what's really noteworthy about this Orange County (Florida) Library System flier is its Spanish-speaking target audience.

The library has long had a Latino Outreach Program, with a committee that has met monthly to coordinate efforts and facilitate the development of Spanish-language marketing materials.  When WebJunction's Spanish Language Outreach program was announced last year, OCLS jumped at the chance to strengthen and focus its efforts.  Technology and Support Specialist Martha Jimenez attended the program's Institute in Seattle in November 2004.

As a result of its involvement in the program, OCLS has been able to increase the scope of its outreach efforts and create a wider range of patron services.   Computer Resource Center manager Ormilla Vengersammy says that the Spanish Language Outreach program has helped the library increase the number of its computer classes in Spanish--the downtown library now offers about 15 classes a month, in addition to many classes offered through the branches.  An equally important result is that library staff have gained a deeper understanding of the rich social and cultural fabric of different groups of Spanish speakers.  This enhanced awareness makes collection development, program development, and marketing all the more effective.

Marketing has been a key component of the library's recent upsurge of success in reaching out to Spanish speakers--as illustrated by this vivid poster.

Attention to the needs of Spanish speakers extends to phone lines (where you can get information about events and classes--or listen to a story--in Spanish), the Web site (including online registration for Spanish-language classes), and the use of signage and displays within the library.   Outside of the library, monthly news releases about library events have been issued to over 100 local media including the local TV station, TeleMundo, and newspapers like El Nuevo Día and Orlando El Sentinal.  The library has also established a presence with Spanish-language versions of local organizations like the Chamber of Commerce and business directories.

Of course, it's word of mouth that makes the biggest difference in the long run--and the personal touch doesn't hurt:   ESL tours (Ormilla calls them "my favorite") to introduce Spanish speakers to the main library building, give them tours in Spanish, and (not coincidentally) tap into newcomers' enthusiastic response to finding free library services that they've never had access to before.  Tour participants are also a great source of good ideas for future programs and services!

Widespread staff involvement is another key to OCLC’s success.   In the library's Southeast branch, which has the highest percentage of Spanish-speaking patrons, most of the staff speak Spanish.  And there are other Spanish-speaking staff throughout the system.  This key resource is supplemented by Spanish survival classes offered to all staff. These classes include instruction in basic phrases for helping patrons with library cards, driver's licenses, and the like--and text cards with basic phrases for staff that are a bit shy about speaking up.  The library system also now offers an internal website with a Spanish Survival Guide for Library Staff to orient and support all staff in their interactions with Spanish-speaking patrons.

The Spanish Language Outreach program has made a substantial contribution to the OCLS's ability to connect with Spanish speakers.   But that’s just one of several partnerships that significantly expand the system’s services and community connections.”  Here are just a few of the others:

• MetLife's Reading America program, facilitated by Assistant Managers Lisa Stewart and Paolo Melillo.   OCLS tailored the program, which is oriented toward multigenerational activities, to Hispanic parents and their teenage kids; while the parents focus on practicing their English skills, the teenagers have an opportunity to explore the immigrant experience with their peers.  The program also includes segments that bring the generations together.
• OCLS has taken the National Library of Medicine's "Healthy Connections" program to a new level.   This program offers the public courses in searching for healthcare information, and OCLS has translated those materials into Spanish, to the benefit of their own patrons and many others.
• Assistant Manager August Calabrese takes the lead on partnerships between the library and the business community, through several projects, including Workforce Central Florida, SCORE, and the Hispanic Business Initiative.

The passion, enthusiasm, and creativity of the Orange County Library System's staff and partners is making a difference to Central Florida's Spanish speakers.   And with new programs in planning and under way, the change is only beginning--plans are already in development for reaching out to the Vietnamese and Haitian communities as well.

The next time you're in Orlando for a family vacation, take off your mouse ears and drop by the OCLS.   You'll find the staff there speaking their patrons' language!

To contact the Orange County Library System, go to their Web site at http://www.ocls.info, or call 407-835-7323.  You can reach Ormilla Vengersammy at Vengersammy.Ormilla@ocls.info.

 
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