Texas State University’s LIFT Program Boosts Small Business Marketing Confidence

More than 300 small business leaders recently completed Texas State University’s Learning and Insights for Forward Traction (LIFT) accelerator, a six-week program designed to strengthen marketing skills and help small businesses grow. The program was developed by Texas State’s Sustainable Cultivation and Advancement of Local Enterprises with University Partnerships (SCALEUP) initiative and delivered in collaboration with the Texas Association of Mexican American Chambers of Commerce (TAMACC) and other community partners.

Results from the inaugural LIFT cohort show substantial gains in marketing confidence among participants. After completing the program, 98% of participants reported actively setting social media goals, representing an increase of 52 percentage points. Confidence in using social media for business growth increased by 45 percentage points, while the share of participants reporting ‘good’ or ‘expert’ social media knowledge increased dramatically from 5% to 97%.

‘The economic strength of Texas and other states depends on small businesses having practical tools they can use now,’ said Pauline E. Anton, President and CEO of TAMACC. ‘Through our statewide chamber network, TAMACC shares resources, like the LIFT program, with entrepreneurs across Texas to advance their businesses and enhance economic prosperity.’

SCALEUP developed LIFT by pairing research with applied training. ‘SCALEUP conducts research to better understand the challenges small businesses face when growing. Then, we use those insights to develop practical tools small business leaders can use,’ said Dr. Josh Daspit, director of SCALEUP and associate professor at Texas State University. The program’s development was supported by financial backing from the Ewing Marion Kauffman Foundation.

To broaden access, SCALEUP and its partners attracted more than 3,000 applicants for the program. The first LIFT cohort included over 350 business owners, with 82% based in Texas and representation from 24 additional states. Participants progressed from foundational marketing principles to advanced topics including platform analytics, content strategy, and goal setting. The program also provided access to an AI Business Coach trained to address growth-related challenges with guidance tailored to each participant’s business and goals.

‘LIFT helped me realize that your brand is more than a logo. It’s what customers feel,’ said Rebecca Acosta-Ojeda, owner of Salon One 12 in Buda, Texas. The program’s impact extends beyond individual businesses to broader economic implications. ‘When business owners have practical tools to improve customer access, they’re better positioned to grow revenue, create jobs, and stabilize local economies,’ said Dr. Marlene Orozco, LIFT program lead and SCALEUP research fellow.

Future opportunities for the LIFT program are currently being planned, with updates available through the SCALEUP initiative website at https://scaleup.txst.edu/. Additional program information and media resources can be accessed at https://scaleup.txst.edu/media-lift.html.

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