Linguistic evaluation and process design
There is no standard solution for how to process marketing communication translations due to differences in the purpose, scope and target audience, i.e. the same conditions as for the marketing communication project itself. This is because a boilerplate approach will typically leave both the client, the translator and the end user dissatisfied. Instead, Nescit's project work will typically start with a few quick questions by e-mail or phone. For large projects, we recommend a systematic approach such as a "5D"-type model as it applies to transcreation:
1. Discover phase
What is the assignment, the goal, the target audience, the context, the languages/dialects and the media? What client resources such as term-bases, translation memories and other relevant reference material would be available and useful? What are the timelines, budgets and other restrictions? A one-off, limited scope assignment would obviously require a much simpler approach than that of a strategic client. And once the strategic client’s data has been gathered, this phase is typically very quick and straightforward with all resources already in place.
2. Define (and Design) phase
This phase, in a transcreation context, refers to the process rather than the project. Nescit will, as needed, design one or more alternative workflows for managing the assignment, and define their conditions. Once the specific workflow is chosen, it is necessary to carefully develop an instruction and resource package for all participating linguists in advance of hand-off.
3. Develop phase
This is when production takes place. Despite the carefully crafted individual assignments there may be questions that arise. In order to keep timelines and budgets under control, this requires quick responses from a dedicated client representative. Nescit's role is to ensure that responses are distributed to all the relevant participants. Normally we ask to have a named representative of the core local marketing team available, to review the transcreated results. We are able to support this person’s work through technology (such as web editing interfaces that don’t require software or technical skills).
4. Deploy phase
Assuming the previous phases have been properly executed, the deploy phase would consist of delivering all files according to specification. If it is deemed appropriate to include Nescit in connection with a launch or similar, we would be honored to assist.
5. Debrief phase
The meaning of “debrief” in the end-to-end transcreation process refers to Nescit being part of the (end) client’s continuous feedback loop, in all languages. We know the translation partner is easily overlooked in this context, and suggest it should be part of a strategic partnership, for the benefit of all stakeholders.