Language Translation Services RFP Issued: January 1, 2015

Transcription

1 Language Translation Services RFP Issued: January 1, 2015 The following are answers to questions Brand USA has received to the RFP for Language Translation Services. Thanks to everyone who submitted questions regarding Brand USA s RFP for translation services. Since many of the questions posed were similar, we have condensed and edited queries. Company names have been removed. If the answer to the question is already in the RFP, or if we were unable to understand a question, we did not provide an answer. Q: Do you have a budget for the services outlined? A: We are asking respondents to provide a budget for the service outlined. Q: Have you done translation in the past and do you have any translation memories or glossaries that you have already put together. A: Please review our pre- existing in- language websites so you are familiar with our products. For the purposes of this RFP, assume that we do not have translation memories, or glossaries. Q: Is the intention to award the work to one supplier, or to a number of preferred suppliers? A: One supplier. Q: What is Brand USA s expectation for optimization services? For example, should we include all best practice services such as audit, keyword research, content optimization, link building, blogging, etc.?

2 A: We require proper tagging, URLs in- language and in- language link checking to make certain of correct targeting. If there are other areas in which you feel you may be of service, please feel free to express this in your proposal. Q: Is Brand USA looking for a partner to handle only the transcreation of SEM campaigns, or is assistance with campaign management required as well? A: Transcreation only. Q: Will the 300 web pages in scope constitute all digital content that requires tagging? For this component, should we assume best practices will be followed and we will be optimizing all content elements URLs, titles, headers, body copy, anchor text, ALT tags, etc.? A: Yes. Q: Please specify all files types that would be sent for translation (i.e. XML, HTML, Word, PPT, Excel etc.) A: Word Documents and videos are the primary file types, but we may also use Excel, Google documents and other common programs. An API connecting the vendor with our website s content management system is ideal. Q: For clarity, ref RFP Responses, point 16, are you asking for the 2 articles (approx 1200 words) to be localized into the following languages? - Portuguese (Brazil); German (Germany); Spanish (Mexico) (Chile); French (Canada and France); Korean (South Korea); Japanese (Japan); Chinese (Mandarin) (Cantonese); and English for UK, India and Australia. There is obviously significant cost in undertaking this so wanted to be absolutely clear that this is the requirement. Is there any way this requirement could be reduced to include fewer languages and a smaller text selection. We normally perform test pieces on words and provide samples from a selection of linguists so we can get feedback and a better understanding of your requirements. A: We are asking respondents to transcreate the same content for comparison purposes. If you choose not to execute, this will impact your score.

3 Q: For the transcreation sample, is a word document appropriate for the deliverable? A: Yes Q: You state the requirement is for circa 300 webpages of circa 500 words each. Are we correct to assume that this volume needs transcreating in each of the languages you specify? A: Yes. Q: You mention safeguarding proprietary information is a requirement. How important is this to you, what kind of data would this be and how sensitive is the data? A: Our proprietary property is not to be shared without our expressed written consent. Most of our data is not sensitive. Q: Is Desktop Publishing something that is of interest, where we would return the documents to you in the format submitted such as InDesign or Illustrator? A: This is a possibility. For example, providing access to InDesign files to ensure proper layout and line breaks is useful. No design work is needed. Q: Do you believe this would require having an in- house Project Manager onsite to make sure you have all the resources that you need especially for fast turnaround. A: It is not a requirement to have an in- house project manager onsite, however the company should consider its staffing plan to appropriately meet our needs. Q: Since you require multiple language pairs can we provide different pricing for different language pairs as our costs vary per language? A: Yes, please do pricing by language if there is a difference in cost Q: Can you provide more information on how Sitecore and Drupal are used to manage your content, e.g. which websites on which systems?

4 A: DiscoverAmerica.com is currently on Sitecore. GoUSA.cn, GoUSA.tw and Outdoors.DiscoverAmerica.com are currently on Drupal. Q: What is the likelihood of maintaining two content management systems in 2015? If these change, will that mean consolidating into one existing platform, or something completely different? What version of Drupal for integration? A: Most of the content currently is in SiteCore, but this could change. It is likely we will continue to have multiple content management systems. Drupal version is Q: Does the current CMS's systems enable the localization of country code top- level domain URL's? A: Yes. Q: Who has access to content authoring / review in these systems please outline the process. A: Internal and external stakeholders. Access is controlled by Brand USA. Q: Which content management systems are you considering migrating to in 2015? A: We are evaluating options. Q: Do you currently have a campaign calendar? Do you have peak requirement times that will affect transcreation, publishing and SEM. A: Yes, we have a calendar, which is subject to change. The highest volume times are around the publication of our guidebooks - the Inspiration Guide in the winter - and culinary in the spring.

5 Q: What is the likelihood of an extension into further campaigns/projects? Are you open to multiyear agreement, if there were incentives and value for Brand USA? A: Please first address this RFP. Q: What is the estimated turnaround time desired for: Projects under 1,000 words or less 48 hours. Projects up to 10,000 words 7 days. Projects greater than 10,000 words 14 days. Note that being able to confirm the turnaround when a job is assigned and then honoring that commitment is vital. Q: Can you share the titles and/or department of those on the scoring committee? A: We do not share this information. Q: Regarding onboarding, how many requestors using the services for Brand USA? A: As many as six external agencies, plus Brand USA internal stakeholders. Q: What file format desired for video and print delivery? A: Content should be delivered in the format it was supplied, so if it is provided as a Word Doc, it should come back in a Word Doc with instructions, so that the English and translated content is easily deciphered. We will also have a DAM that transcodes. Q: Does UK English require adaptation from US English or full transcreation? A: Adaptation with some slight transcreation. We need to confirm proper verbiage, eliminate USA- only sayings, spelling and phrasing.

6 Q: For publishing, does this RFP requirement include social media channels in the publishing process? A: We have community managers who work in- language, so it would be rare that we would require this service. Q: Do all videos have a person speaking into camera (which requires subtitles or voice over) or do they have or plan to have non person speaking videos that can support voice over for the language required? For 'Subtitling' is this solution part of the RFP or do they just need the scripts back? A: If you watch our videos on YouTube, you will see that we use many formats including on- camera hosts, voice- overs and sometimes simply music with English titles. We typically subtitle videos instead of voice overs. Our translation company would be providing scripts. Q: What is more important, transcreation or SEO? A: For your part, transcreation. Q: Is this requirement for actual 'localized URL's' i.e. discoveramerica.com/fr- fr or in relation to the 'content' of the page to published in local language A: The goal moving forward is to have URLs created in- language to take advantage of SEO by country. Q: SEM- Would we just review their existing ad copy to make it more market relevant and consistent with the brand guidelines, or create if from scratch? A: Transcreation only. Q: What is the future requirement in regard to volume? (This will support us providing an estimate per language for a SEM Campaign - based on some assumptions). Do you currently have a localized URL map for SEM campaigns?

7 A: This depends on which markets we select and the amount of content per market that requires transcreation. The volume is not large because the work will additive to the words we already have transcreated for our efforts. Yes we do have a localized URL map. Q: There are a couple of different approaches to Transcreation, each of which influence costs. These are: A) Copy- writing of market localized, original material, in the target language, working from a copy- writing brief. B) Copy- writing of market localized, original material, in the target language, guided by, but not translating from, content produced in the source language. C) Stylistic translation into the target language from original material, using local market knowledge to ensure that meaning and intent are effectively communicated to a target market reader. Can you please clarify which of the above you require, and if a combination please provide guidance on the balance between them. e.g. would your annual print publication contain introductory and pitch elements using a), bulk content using b), and supporting information using c). A: The primary directive is to use local market knowledge to transcreate. Q: You state that you require 'Transcreating and presenting final form for Brand USA s two annual print publications'. Can you please clarify if by 'presenting', you require the supplier to undertake the design and publication task themselves, if this will be accomplished in liaison with your partner agencies, or if this will be undertaken by yourselves or your partner agencies. A: No design work is required. Our print publications are designed by an agency. Translation should be returned in whatever format it was delivered and ready for the agency to lay out without content edits. For Asian languages, there may be additional communication necessary to deal with line breaks. Q: Are you able to advise what volume of content, and for which languages and markets you will require transcreation for audio and scripts. A: Videos, scripts and articles are mostly created by native hosts, so transcreation will not be needed often. Transcreation is occasionally required for subtitles or voice- over. This transcreation could be for as many as 100 videos per year. We do often require transcreation specialists to review articles and metadata creative

8 by native hosts to ensure quality. Volume is approximately 300 articles per year with metadata. Q: Regarding your requirements for a timeline and plan for the translation of escalating volumes of content, do you simply require timings and an illustrative process of how quickly we can deliver individual tasks at these volumes, or alternatively, do you require a 'ramp up' plan, illustrating how quickly we could effectively transcreate to 25,000 words for your different regions and/or target languages. A: Both. Knowing the timing by volume is extremely helpful for planning. However, unforeseen projects can come up with quick turn around. Q: You stated that you would prefer a company HQ in the USA to manage transcreation occurring in- country. By this, do you mean transcreation being undertaken by native- speakers in target countries? A: Yes. In addition to language fluency, up- to- date cultural knowledge helps communicate the right message to our target audiences. Q: Does your organization have a cloud- based system such as SMARTLING for the purpose of publishing on digital platforms? If not, is there a formal process to suggest a third party vendor as a part of the proposal? Or will that be discussed further during agreement discussions? A: No. Feel free to propose whatever you feel will work best for the needs outlined in the RFP. Q: How are you going to deliver the digital content (FTP content download, strip from webpages, ? A: Digital content will be primarily provided in Word Docs, or Excel. We will have a digital asset management system for sharing for large assets. There will be instances where webpages may be provided as digital content. Q: Is there an existing organized digital library? Is the content organized or you would require a content audit?

9 A: Yes we have a DAM. This is not part of our RFP. Q: Would the awarded provider be responsible for multilingual technical issues such as broken links, java script issues? A: No. Very occasionally, it is possible our digital agency may require translation of individual sentences to understand an issue. Q: Do you have agencies who are experienced with multilingual content, especially Asian languages? A: Yes. Q: How many project management resources you anticipate the project might require? A: Based on the RFP, we d like you to inform us. Q: Do you have an already existing style guide? And brand book? A: Yes, in English only. Q: For the quality assurance using a web production team What is the level of technical involvement the project requires? (Do you mean by web production team web developers or only transcreators who will check the content?) Could you please elaborate more on that? A: The translation vendor is responsible to make certain the language is properly transcreated, including proper spelling, grammar, proper language line breaks and that the digital content is displaying optimally in that language. Q: The RFP states that the provider will need to interface with Brand USA s content management systems will this interaction be automated?

10 A: Propose the best possible solution. Q: The RFP states that project management will be required for Brand USA s global headquarters, global advertising agency of record, in market representatives, digital agencies and partner- marketing agency. Can you provide more insight on how the requestors will be submitting requests (i.e. individual requestors, centralized requests through Brand USA, etc.). Will Brand USA submit all requests or will external agencies also submit their requests directly to us on behalf of Brand USA? Will they be coming from both Drupal and SiteCore? A: The content may come directly from an agency, or Brand USA. Material will be utilized in Drupal and SiteCore (at this time). It is up the selected vendor to prevent bottlenecks of content coming from multiple sources and it would be quite useful for us to know how you propose managing this challenge.