Spanish Content · Transcreation · Localization · Campaign Strategy
Adapting Preschool for All for Spanish-speaking families
Preschool for All already had an English campaign. My role was to adapt it for Spanish-speaking families in Elgin across a landing page, flyers, enrollment signage, and a trifold brochure. I reviewed what families needed to understand first, what sounded natural in Spanish, and how the message should change across formats.
- English and Spanish campaign
- Landing page and print collateral
- Transcreation and localization
- Contextual research and school-team input
The live program page
Where the campaign sends families.
The live landing page carries the English campaign. The Spanish materials were developed for print and local enrollment use.
View the live landing page →The challenge
The Spanish campaign needed its own hierarchy.
Families needed a clear explanation of state-funded preschool, eligibility, half-day programming, optional wraparound care, and enrollment. The campaign also had to fit the same web and print formats used by the English version.
01 · What matters first
Which benefit or piece of information should come forward for the family?
02 · What sounds natural
Which wording feels clear and familiar in Spanish?
03 · What fits the format
How should the copy and hierarchy adjust across flyers, signage, web, and brochures?
04 · What stays consistent
Which parts of the campaign message should remain recognizable across every touchpoint?
English → Spanish → Why
How the message changed
Each Spanish line was shaped around the family benefit, the available space, and the action the material needed to support.
English
New Preschool Opportunities
Spanish
Preescolar gratis para su pequeño
Why · 01
Rather than translating the headline literally, the Spanish version leads with the clearest family benefit and brings the child directly into the message.
English
Tuition Support
Spanish
Apoyo para su familia
Why · 02
The Spanish version frames the benefit around the family first, then explains the financial support in the supporting copy.
English
Now Enrolling!
Spanish
¡Inscripciones abiertas!
Why · 03
Short, action-oriented campaign language adapted naturally while preserving the intent and urgency of the original.
The campaign as a system
One message, several places it needed to work.
The core message stayed consistent, while the amount of context, CTA, and copy changed depending on how and where a family would encounter it.
Flyer
More room to explain the program, benefits, and care options.
Enrollment sign
Immediate, action-oriented language designed to be understood quickly.
Trifold
More space for program benefits, curriculum information, teacher qualifications, and family-facing details.
Understanding the audience
I reviewed the program requirements and gathered context from school teams who worked directly with Spanish-speaking families. That input helped me prioritize clarity, family relevance, and ease of understanding.
Research scope: contextual research and stakeholder conversations. Formal parent interviews were outside the project scope.
Beyond the language
What changed beyond the language?
Tone
Warmer and more family-centered where appropriate.
Hierarchy
Lead with the most useful benefit instead of mirroring the English order automatically.
Space
Adjust copy length and structure so Spanish remains easy to scan within each format.
Context
Preserve the program's meaning while making the message feel more natural for the intended audience.
What I learned
Transcreation lives in the small decisions.
What gets emphasized, what gets shortened, and what a family needs to understand first. The language changes, and so does the hierarchy and the experience around it.