Hispanic marketing agency for Bay Area organizations

Hispanic audiences in the Bay Area are not one market. A family that arrived last year, a second-generation business owner and a bilingual teenager may all identify as Hispanic, yet they read, search and decide in very different ways. Translating your English materials word for word rarely reaches any of them well.

Hispanic Market Strategy starts by defining who you need to reach and why, then shapes the messages, channels and touchpoints that will reach them. From there, we help you carry out the communications, materials and outreach the plan calls for, from a community outreach program to signage and merchandise in both languages.

It matters close to home. According to the U.S. Census Bureau, nearly one in three Solano County residents is Hispanic or Latino, and more than four in ten Californians are. For many organizations in the Bay Area, Spanish-speaking customers, families, members and donors are not a niche. They are a core audience.

1. 01

   Listen first

   We learn about your organization, your goals and the Spanish-speaking audience you want to reach.

2. 02

   Define the audience and the message

   We identify who matters most, what they need to hear and how to say it in natural Spanish.

3. 03

   Choose channels and touchpoints

   We recommend where to show up and review the experience a Spanish speaker has with you, from the first ad to the follow-up.

4. 04

   Create and carry it out

   We produce the bilingual communications, materials and outreach the plan calls for, with your brand applied correctly.

5. Learn and adjust

   What you learn from each step shapes the next one, so your strategy keeps getting sharper.

Translation changes words from one language to another. Transcreation carries the meaning, tone and intent of a message into a new language and culture, so it lands the way you meant it.

A slogan that rhymes in English may sound stiff in Spanish. A formal tone can feel distant to one audience and respectful to another. Even a single word choice, like “estimado” or “presupuesto” for a quote, can make your business sound local or foreign to the people you want to reach.

We write and review Spanish copy for U.S. audiences, keep your brand voice consistent in both languages and make sure every piece, from a flyer to a sign, says the same thing in English and in Spanish.

Citlalli has spent her career helping Hispanic businesses and organizations become more visible and more professional. As Alfa Promotions, she helped Federación Jalisco del Norte de California strengthen its branding, publications and sponsorship positioning, raising its visibility within the Hispanic community. That work contributed to Alfa Promotions receiving the 2012 Business of the Year Award from the Solano Hispanic Chamber of Commerce, which she later served as President from 2018 to 2019.

She has also collaborated with Pacific Oaks College on Hispanic Heritage Month campaigns funded through Hispanic-Serving Institution grants, creating materials that highlight Hispanic contributions to the United States. See the Pacific Oaks case. In 2024 she launched Solano Hispano, a platform that centralizes information, resources and opportunities for the Spanish-speaking community.

From our office in Fairfield, we work with organizations that serve Spanish-speaking communities in Solano, Napa and Contra Costa counties and beyond. Each city has its own mix of families, workers and business owners, and your strategy should reflect the community you actually serve.