From Agency To Academia: How We’re Helping Latino Entrepreneurs Own Their Marketing

For years at Headturn, we’ve had the same nagging feeling:

We’d sit across from Latino entrepreneurs with incredible ideas and powerful stories, knowing full well they needed strong branding and marketing to grow… but also knowing they weren’t quite ready for a full agency retainer.

They didn’t need a 50-page strategy deck. They needed practical, bilingual guidance they could put into action this week.

So we asked ourselves: What does “giving back” look like when you’re a creative and marketing agency?

Discounted projects helped a little. Pro-bono work helped a little. But neither really solved the core problem:

Most entrepreneurs don’t just need more marketing. They need the skills and confidence to market themselves as they scale.

That’s how Headturn Academia was born. webinars helping Latino entrepreneurs own their marketing. 

Finding Our Niche: Bilingual Marketing Education

Instead of trying to be everything to everyone, we found our lane:

• Partner with community development organizations

• Offer bilingual (English/Spanish) marketing classes

• Teach entrepreneurs how to execute smart, scrappy marketing on their own

  
  

Organizations like community development corporations, chambers, and neighborhood groups are already trusted by local business owners. They’ve built the relationships; we bring the tools, frameworks, and creative brainpower.

Together, we’re turning “marketing is overwhelming” into “marketing is doable.”

What We Teach: From Budget to Brand, Sin Rodeos

Our workshops are intentionally tactical. Less theory, more “do this next.”

Here are a few pillars we cover in our DIY Marketing & Delegation sessions:

1. Marketing budget = fuel, not fear

One of the first slides in our class says:

“Su presupuesto de marketing es el combustible que hace que su negocio sea visto y genere confianza en su comunidad.” 

We walk business owners through:

• Why marketing isn’t “extra,” it’s how your community remembers you

• How to think about a realistic budget (not just “I’ll boost a post when I remember”)

• Simple frameworks like a 70/20/10 split so they can invest with intention, not guesswork

The goal is to replace guilt and confusion with clarity: “This is what I can afford, and this is how I’ll use it.”

2. What you can absolutely do on your own

A lot of entrepreneurs think marketing = hiring a big team. We show them just how much they can handle themselves with the right structure.

We dig into things like: 

• Creating simple but effective social media content

• Using email marketing tools like Mailchimp or Constant Contact

• Claiming and updating their Google Business Profile

• Collecting testimonials and user-generated content

• Showing up at local events and turning that into content

We also share “starter tools” they can use right away:

• Canva for design

• ChatGPT for copy and idea generation

• Social platforms like Instagram, TikTok, and LinkedIn

  
  

The message is clear: “No tienes que hacerlo todo perfecto. Solo tienes que empezar con intención.”

3. Delegar con inteligencia: When to bring in help

We don’t just teach DIY. We teach DIY with boundaries.

At some point, your time is more valuable than your Canva skills. So we walk entrepreneurs through key questions:

• Are sales growing but your brand looks outdated?

• Is your marketing inconsistent or eating up hours you should spend running the business?

• Are you launching something big that deserves a professional look?

  
  

When the answer is yes, we show them what to delegate and to whom: 

• When a freelancer is the right fit (a logo refresh, a one-off video, a campaign)

• When a creative agency makes more sense (new brand, website, full strategy, multi-channel campaigns)

  
  

The goal isn’t to push them into hiring us; it’s to equip them so when they are ready for outside help, they know what to ask for, what it should cost, and how to protect their investment.

4. Real examples from real Latino businesses

We also bring in case studies that look and feel like them.

For example, we share the story of Birrieria Zaragoza, a family restaurant in Chicago that built a loyal following by pairing traditional flavors with smart, authentic use of social media and community events. 

When entrepreneurs see a business that:

• Speaks their language

• Shares their values

• Operates in neighborhoods like theirs

  
  

…using marketing in a practical, grounded way, it stops feeling like something “for big brands only.”

Why Do This Through Community Organizations?

We could host these classes alone, but partnering with community organizations is where the magic happens:

• Trust: Business owners already know and rely on these organizations. That trust gives us a warm introduction.

• Access: They help recruit the right entrepreneurs – the ones who will show up, take notes, and actually implement.

• Follow-through: After the workshop, these organizations keep supporting participants with lending, technical assistance, or additional programming.

We’re not just dropping in, teaching, and disappearing. We’re plugging into an existing ecosystem that’s been serving Latino and immigrant entrepreneurs for decades.

What do we get from helping Latino entrepreneurs own their marketing?

Honestly? A lot.

• We get to use our expertise for good, not just for campaigns and KPIs.

• We meet incredible entrepreneurs who may one day become clients, collaborators, or partners.

• We deepen relationships with community development organizations who are driving real change on the ground.

  
  

And maybe most importantly: we get to see that moment in a workshop when someone’s eyes light up and they say:

“So… I can do this. I just needed someone to show me how.”

That’s the good stuff.

Want to Bring Headturn Academia to Your Community?

If you’re a:

• Community development organization

• Chamber of commerce

• Nonprofit serving Latino or immigrant entrepreneurs

  
  

…we’d love to talk about bringing a bilingual marketing workshop to your members.

We’ll tailor the content to your businesses’ realities, deliver everything in accessible language (English, Spanish, or both), and leave entrepreneurs with concrete next steps they can start on the same day.

Because when Latino entrepreneurs have the tools to tell their own stories, they don’t just grow their businesses. They grow neighborhoods, jobs, and generational opportunity.

Ready to explore a workshop or series? Reach out to us at Headturn and let’s build something powerful for your comunidad.

Book today