As we constantly strive to build authentic connections with students and their families in higher ed, there’s a growing Hispanic population in this country that’s been traditionally underserved in higher ed marketing and communications.
The 2024 U.S. Census Bureau reported that the Hispanic and Latino population is approximately 20% of the total U.S. population, with nearly 19 million Latino children (ages 0-17) in the U.S, according to the National Research Center on Hispanic Children & Families.
While the enrollment cliff looms, there’s a growing population of college-aged students waiting to be talked to. Having Spanish language pieces as a part of your communication flow is more than just a courtesy–it’s a necessity.
Let’s dive in.
The Parent Angle
If your institution is a Hispanic-Serving Institution (HSI) or serves a large Hispanic population, translation should be an essential part of your communication strategy. But even if your college or university isn’t officially-designated as an HSI, offering materials in Spanish helps you reach not only a student population, but their parents.
Many Latino/Hispanic families have children who speak English, but their parents may not. With the higher education system in the U.S. functioning differently than many other countries, having Spanish pieces will help include parents in that crucial discussion about college.
There’s a cultural angle too. In many Latin American cultures, families are extremely tight-knit. Decisions aren’t going to be made completely independent of parent and family input.
Personally, growing up in a Latin family meant that important decisions were never made alone. When it came time to talk about college, the whole family (parents, siblings, aunts, uncles, even grandparents) would join the conversation. It wasn’t just an academic choice; it was a family project. In many Hispanic families, that sense of collective support and shared pride remains essential, and providing materials in Spanish helps ensure everyone can take part in that process.
According to a 2019 study by ¡Execelencia in Education!, Latino students were much more likely to be first generation college students compared to other races and ethnicities, with 44% being the first in their family to attend college.
Navigating the complex college application and financial aid process is difficult enough as is. Without parental guidance and inclusion, it can prove even more complicated. Translating publications into Spanish breaks down another accessibility barrier for first-gen students.
What to Prioritize When Budgets Are Tight
Ideally, all major marketing pieces would be available in both English and Spanish. But the reality is that budgets are shrinking and prioritization has to occur. Here’s a quick list of materials that will matter most to Spanish-speaking families when resources are limited.
- Financial Aid Brochure / FAFSA Guide: Costs are a number one concern for students and families when it comes to higher ed. Clear information about costs, scholarships, and the FAFSA process is vital for all families.
- Spiritual Life Brochure (if applicable): For faith-based institutions, this can deeply resonate with Latin/H families where religion plays a central cultural role.
- Campus & Community Brochure: If your institution is not religiously-affiliated, this piece can introduce families to the culture, safety, and vibrancy of your campus and surrounding community.
“Good Enough” Isn’t Good Enough
A poor translation can undermine trust faster than no translation at all. Too often, institutions take a “good enough” approach—running text through an automated translator or using unreviewed bilingual staff. The result? Awkward phrasing, lost nuance, and even errors that may come across as disrespectful or careless.
First, consider working with a firm or professionals who specialize in both translation and higher education marketing to ensure that tone, emotion, and intent carry through the message and your brand. Word for word translations can’t always achieve the nuance of your institutional story.
If that’s not in reach, you can also leverage campus resources like bilingual, ESL, or ELA students who understand both the Spanish language and your institutional story. They are invaluable contributors!
Whenever possible, run materials through at least two translators from different Spanish-speaking countries. Word meanings and idioms vary across regions, and reviewing for cultural nuances ensures your materials sound natural to all readers.
The Parish Group’s Tips for Effective Spanish Translations
1. Choose a Voice and Stay Consistent
Decide early whether your tone will be formal (usted) or informal (tú)—and stick with it.
- Tú feels approachable and works well when speaking directly to students.
- Usted conveys respect and is often better suited for parents or guardians.
Both are correct choices, but inconsistency between them can make materials feel disjointed or unprofessional.
2. Translate with Context—Not Literally
Literal translations often lose clarity. For example:
- “Transcript” shouldn’t become transcripción (which refers to audio or text transcription). Better options: certificado académico, historial de calificaciones, or certificado de notas.
- “Bachelor’s degree” isn’t bachillerato in most Latin American contexts—that term refers to high school. Use licenciatura or título universitario de grado instead.
Understanding these nuances prevents confusion and ensures your materials sound credible across cultures.
3. Pay Attention to Grammar and Details
Details matter. Missing accents (Que es la FAFSA? instead of ¿Qué es la FAFSA?) or mismatched gendered articles (el FAFSA vs. la FAFSA) can unveil a half-hearted approach. Choose one form and use it consistently.
Also remember:
- Spanish doesn’t capitalize every word in titles.
- Opening punctuation marks (¿ ¡) are required and aid readability.
Attention to these rules signals professionalism and respect for the language.
4. Adapt Numbers and Formatting
Formatting may seem minor—but it directly affects comprehension. For example:
- English: $5,000
- Spanish: $5.000
This is especially important when communicating costs and financial aid so there’s no confusion on the actual price tag.
Similarly, date formats differ:
- 10/05/2025 means October 5 in English, but May 10 in Spanish.
Writing the full date (10 de mayo de 2025) prevents confusion.
Following Spanish conventions shows cultural awareness and tells families: This material was made for you, not just translated for you.
Creating and Translating Spanish Pieces with The Parish Group
Spanish translation in higher education marketing is about more than language—it’s about belonging. When institutions invest in accurate, culturally mindful translations, they send a powerful message to students and families: you are seen, valued, and welcome here.
With native Spanish speakers on our team, The Parish Group offers audits of Spanish language pieces and Spanish translation services. Reach out to learn more by contacting us at success@parishgroup.com or call us at 828.505.3000
