Transcreation is the process of taking a text in one language and not just simply translating it. One the text has been translated, it needs to be turned into a proper marketing piece for the target market.
The transcreated text takes the original and then converts it into a much freer version, which sounds as if it has been written originally in the target language.
Key messages need to be defined with the client before transcreation begins, so that these messages are clearly found in the target text.
Overview
A client in The Netherlands is one of the world’s leading testing and assessment companies.
They had produced a new version of their platform for managing the complete development process for tests, exams and assessments. They wanted to offer this to clients around the world.
They had also produced a new web site to launch this new platform and the web site would form the main thrust of their marketing. It was therefore very important for them that the web site came across really well in English.
Comms’ expertise
They approached Comms to carry out the translation and transcreation of their new web site to launch this service, as they knew that we had the right experience for this type of project.
The web site needed to be translated from Dutch into English for both native and non-native English speakers.
Process steps
We had an initial discussion with them to establish the project brief, including the target audience.
Next, we provided them with some sample translation and transcreation to start off with, so that we could check that they were happy with the style, tone and content.
Hints & Tips
This sample translation is an important step as different clients like different styles and tone.
Feedback
We had a discussion with them and they provided us with some feedback, so that we could make some minor adjustments.
They also provided us with some reference files to help us with the vocabulary.
Hints & Tips
It is really useful for us to receive any reference files, style sheets and glossaries of terms as these will help us to use just the right vocabulary and tone.
Translation and Transcreation
The next step was to translate and proofread the entire text and deliver it back to our client for review and comment.
Once that was completed, we carried out the transcreation part, turning the text into a proper marketing piece for them.
During the process, we had some discussions with them about how to handle specific items. It is great when we can have such help from the client to ensure a successful outcome.
Result
Our client has now launched their web site successfully in English and it is being used as their main marketing tool for their platform.
We will be carrying out further periodic translation and transcreation as and when the web site is updated.
