Bilingual Campaigns for Dual-Language Schools

Dual-language schools have an obvious bilingual mandate — and a quiet trap. The mandate gets met in the classroom. The communications often do not. Family updates, enrollment marketing, and board reporting all need to be as bilingual as the school is.

The dual-language-specific challenge

Dual-language schools serve families whose linguistic expectation of the school is precise. If the school teaches in Spanish 50% of the time, families expect the school to communicate that way too. When the principal's weekly note arrives in fluent English and stilted Spanish, parents notice. The school is bilingual; the communications office often is not.

What I deliver

• Bilingual family communications systems. ParentSquare, email, SMS, in-person — built bilingual with rotating-channel discipline.
• Enrollment marketing in both languages. Open houses, application materials, virtual tour scripts, follow-up sequences.
• Bilingual board and donor reporting. Annual reports, impact summaries, strategic plan rollouts.
• Crisis playbooks tailored to dual-language schools. Pre-built family templates for closures, incidents, and policy changes.

Where the work connects to my career

I currently lead marketing and communications at School in the Square — a PreK–12 dual-language English/Spanish public charter network in Washington Heights and Inwood serving more than 800 students. Family communications, enrollment marketing, and board reporting at S² are bilingual at the brief stage, not the translation stage. The work transfers directly to other dual-language schools.

"The school is bilingual. The communications office often is not. Families notice."