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Recognizing the important demographic shifts in our world, our country, and our state, as well as the associated
diversity, GráficaGroup has developed a process to acknowledge these shifts and allow our clients
to reach their ethnic audiences in the most appropriate manner. This is done through a
proprietary transliteration process that we call WorldVision™.
Specifically, New Jersey has a diverse population across any number of demographic measurements — ethnicity,
age, and occupation, to name a few. As such, many of our New Jersey-based clients must demonstrate their sensitivity
to the legitimate interests and concerns of New Jersey's multicultural citizenship. At Gráfica, our
WorldVision approach is a proven, successful methodology for communicating with multiple
audiences across multiple languages.
WorldVision has been in existence since 1986, when AT&T International became the first
Gráfica client to utilize it. Most recently, clients like PSE&G and Jackson Hewitt Tax Service have employed this process. PSE&G selected Gráfica in a competitive bid to begin
the process of marketing to Spanish-speaking customers. When Jackson Hewitt Tax Service worked with Gráfica to relaunch its Web site, Gráfica also developed the Spanish version of the site.
WorldVision is a process that recognizes that translation is not a word-for-word
exchange of
turning communications into multiple languages; rather, it's transliteration that takes into
account the acculturation process within the context of rational and emotional components of
assimilation, resulting in culturally sensitive and appropriate communications in any language.
More than a straight translation, transliteration encompasses the totality of the communications —
color, layout, tone, and manner — to generate in-language communications.
Gráfica has completed well over 100 initiatives in multiple languages using WorldVision in concert
with experienced ethnic teams. Programs that have been completed include consumer products
(AT&T Calling Card, AT&T International Long Distance, Jackson Hewitt Tax Service, Cathedral
Healthcare System, and Horizon Blue Cross Blue Shield of New Jersey) and business services
(AT&T Corporate Calling Card, AT&T Small Business Services, Lucent Technologies, Fedders,
and Ortho-Clinical Diagnostics). These programs have included our transliteration process and
dedicated marketing services to multicultural/ethnic audiences.
Working with our New Jersey state clients, we have created or adapted in-language programs for the New Jersey Lottery
and multiple divisions of the New Jersey Office of the Attorney General.
It's important to note that, within our integrated philosophy, WorldVision has a media component, as well. Our in-house Media Department
has planned and purchased multimedia campaigns for its clients' initiatives. For example,
we created the first Spanish-language TV campaign for the New Jersey Lottery. A media deal that we negotiated with
UniVision and Telemundo provided free production and a 50/50 paid/free media split.
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