Multicultural Consulting
You need a linguist with an understanding of marketing fundamentals and the healthcare industry.  You're branding a new Web site and want input from experts in Canada, Mexico, Argentina, Spain, Germany, France, Hong Kong, Taiwan, and Japan.  You are targeting the Hispanic market and are concerned about the nuanced and idiomatic expressions in your advertising copy.  Whatever linguistic and cultural expertise your project requires, The Alpha Way will put together the right team to get the job done.

We're also adept at conducting research, leading focus groups, developing surveys, and writing reports.  Give us your project specifications and we’ll do the heavy lifting to get you the information you need when you need it.


Cultural Adaptation
Your general market creative content is complete, but you’ve now decided to target the Asian market.  Why start from scratch when The Alpha Way can adapt your general market content to resonate among the Asian community--in Chinese, Japanese, Korean, Tagalog, Vietnamese, or other Asian languages?

We’ll evaluate your content and provide feedback on its cultural acceptability.  We’ll then adapt the content, color, and imagery to suit the desired market segment.  Your content is evaluated by multiple regional representatives to ensure the most comprehensive and appropriate solutions.  It is then put back through translation into English (back translation) and analyzed to pinpoint areas for improvement.  Our language experts craft the final product to ensure that it stays on-message while effectively communicating with your target audience.


Human Translation
We use human translators, editors, and proofreaders to provide polished, targeted translations when nuanced and idiomatic expressions are important.  Our translators tackle marketing communications, corporate communications, creative copy, industry jargon, and other collateral materials.  They are typically certified by one or more industry associations such as American Translators Association, Institute of Translating and Interpreting, Institute of Linguists, and others.  To become certified by an association, a translator sits for a translation test, where he or she translates sample texts in one direction such as Spanish into English, covering a broad range of subjects.  Members of the association judge translation accuracy and subject matter expertise and either award or deny certification in that particular language direction.

While certification can be subjective, it is a necessary step toward creating a standard by which translators are measured.  Our evaluation process uses certification as the first measure of qualification to work for The Alpha Way, but we also assess subject matter expertise, industry experience, technology capabilities, speed, consistency, and adherence to deadlines.  Our experience in vetting translators for over ten years has enabled us to select the most qualified personnel.


Machine Translation
These software applications provide a basic, information-only translation.  They are useful for deciphering simple business correspondence or e-mail and can be a cost-effective approach if precise language is not necessary.


Localization
XML OR HTML? ASP, XLS, XLIFF?  Regardless of the content format and content-management system you use, translatable content must be identified, content must be translated, and code must be preserved for the foreign language version of your Web site to work.

Contextual translation through CAT (Computer-Aided Translation) is utilized to ensure that foreign-language content is Web-appropriate and consistent, and can be leveraged when content is updated.  Our CAT tools and localization processes are designed with your content specifications in mind to provide a cost-effective solution to your localization requirements.


Interpretation
Typically used during business conferences with foreign attendees, in hospital settings, or at legal depositions in the court room, our interpretation service is available to you wherever and whenever you need it.  Similar to our translator evaluation process, our interpreter evaluation process starts with certification and proceeds with evaluating subject matter expertise, industry experience, consistency, and adherence to schedules.

Our interpreters are located all over the world.  You are guaranteed to have a qualified interpreter available for your particular needs.  We also provide OPI (Over the Phone Interpretation).


Image Research
The Alpha Way will manage the research, purchase, and navigation of rights-managed and royalty-free imagery for your brochure or Web content.  We’ll search through hundreds of stock images to determine the right look and feel for your materials.  We always provide several different replacement options for each image.  We’ll even handle the RGB to CMYK color correction process and work with your printer to ensure that final print collateral meets your Art Director’s exacting standards.


Desktop Publishing (Page Layout)
Your tri-fold brochure created in Adobe InDesign needs to be translated into Spanish and reformatted.  Since word counts typically expand by approximately 20 percent when text is translated from English into Spanish, adjustments to text and graphics are necessary so that the final output fits in the allotted space and adheres to your style guidelines.

Sometimes copy must be cut to permit the expanded language to fit into the original spread. Other times, the color scheme or imagery appearing in your general-market brochure won’t work for your targeted, foreign language-speaking markets.  Our multicultural consultants will analyze your materials to determine if modifications are required and will provide alternate design suggestions and images if necessary.


The Alpha Way Translation Management Solution^SM
The Alpha Way can help you deploy human resources and software to streamline your translation and localization processes.  We have developed processes and operational systems for leading players in the language-services space and we can help you navigate the selection of a translation vendor as well as help centralize and efficiently manage your translation outsourcing.  We can teach you how to utilize tools to leverage your translations, minimize your costs, and maximize your return on investment.

Marketing specifically to Hispanic, Asian, African-American, and other ethnic groups can help your organization tap into new revenue streams. 

Launching a successful campaign requires an understanding of cultural history, preferences, and spending habits, as well as a diversity of language ability.  Armed with up-to-the-minute research, demographic information, and the ability to communicate in multiple languages, our consultants will first study your business and assess potential new revenue streams.  Next, we’ll target the most strategic ethnic markets for your products and services and maximize ROI.  Finally, we’ll establish a plan for you to penetrate those markets across all media and measure the short- and long-term results.

Whether it's developing ethnically focused direct marketing collateral, telemarketing, event planning and coordination, or online media and marketing strategy, The Alpha Way will help you generate new business from emerging ethnic markets and gain a competitive advantage over general marketers.

Whether we’re creating luxurious spread ads and inserts or provocative in-store moving kiosks for product merchandising, The Alpha Way will deliver distinct and effective communications to help your business succeed. From print to online, we provide a full range of services including design of corporate and product logos, press kit folders, signage, and exhibits.

We’ll develop impactful collateral to communicate your message to an international audience: brochure templates, datasheets, trade show literature, and annual reports. We’ll create your next print, outdoor, and online advertising campaign to target a particular ethnic population. We’ll devise traditional and online multicultural marketing strategies, channel promotions, and branding to sell your products and services to the global marketplace.

Your story is unique. The Alpha Way will help you tell it through distinctive, informative, and memorable communications and designs.

When building a Web site, designing interactive work, or developing an application interface, we strive to make the final product effective, as well as attractive. We can take branding to a new level by incorporating your company's identity into computer based products and presentations. Developing a good look-and-feel is one part of the process, but we go further by addressing the issues involved in cross-platform delivery and localization.

From the desktop to the Internet, we employ designers and engineers who are experienced in many interactive technologies, including HTML, Javascript, Flash, and scripted application development. Using these technologies, we have developed rich multimedia CD-ROMs, Web sites and interactive software that span as many as 15 languages. We can prototype your company's next application, and in some cases, design and build the actual executable for delivery to your customers.

After defining the delivery medium and selecting the most appropriate technology, we'll also want to know the makeup of your target audience: How knowledgeable are they about your product and its competitors? What kind of system configuration can we expect from your baseline user? Do we need to be concerned about color depth, processor speed, installed technologies? It is our attention to issues such as these, combined with technical savvy and ability to deliver in multiple languages, that enables The Alpha Way to produce a product which more effectively reaches and moves your audience.

Voice Over/Subtitling
You’re probably accustomed to doling out portions of your multicultural commercial spots to different vendors based on their respective areas of expertise: copy goes to creative agency, translation goes to translation agency, casting goes to casting agency, musical composition goes to composer, and recording goes to sound studio.

Can you envision using one source to handle your next voiceover assignment from beginning to end? At The Alpha Way, we’ll manage your project from creative inception to talent casting, union paperwork and paymaster, bilingual supervision, studio recording, editing, ISDN connection, and final media distribution. All of a sudden, it takes just one phone call to order and approve your next commercial radio or television spot.

Music Production
Our producers have worked with some of the most acclaimed musicians in the recording industry: Marc Antony, Kenny G, Savage Garden, Luce, and others. We compose in all styles and genres, and customize your music to fit the unique requirements of your project.

Sound Design
We design original, imaginative sounds and also have access to a library with more than 10,000 unique sounds. Utilize our sound design service to add signature audio to your toys, handheld devices, interactive Web site content, or other products.

Optimization
We specialize in programming and product design needs such as concatenation, multi-language, and intelligibility at low sample rates and bit depths. Our knowledge in chip specifications ensures proper audio encoding. And our experienced mixing engineers ensure consistency from product to product. During all phases of your project, we keep the lines of communication between creative production and engineering open to ensure product quality.


At The Alpha Way, we strive to make your product sound its best.

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