Wells Fargo Improves Spanish Communications Materials

The improvements include a dedicated section of the provider’s Web site containing eight articles and an online seminar for participants to learn more about saving for retirement, according to the announcement. The articles cover asset allocation, age-based investing principles, taxes and more. In addition, Wells Fargo has developed a Spanish language version of its participant newsletter, Advantages, known as Tu Ventaja in Spanish, also available online.

Elda Macias at Wells Fargo cites their use of “transcreation” rather than just translation as the reason for the effectiveness of their communications materials.   “Transcreation is the ability to take materials in English and transform them to Spanish so they are culturally relevant to Spanish-speaking participants,” explains Macias, in the announcement. “A clever and amusing headline in English may have little relevance in Spanish. At Wells Fargo we strive to find the same compelling idioms and concepts from the Hispanic culture to create our Spanish and bilingual materials and connect with the end user.”

Wells Fargo also offers a white paper to its retirement plan sponsor clients, “Se habla espanol?” that provides insights with successfully communicating with a Spanish-speaking workforce.

More information can be found at www.wellsfargo.com .