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

The Learning and Insights for Forward Traction (LIFT) accelerator, a six-week program developed by Texas State University's Sustainable Cultivation and Advancement of Local Enterprises with University Partnerships (SCALEUP) initiative, has demonstrated significant impact in strengthening small business marketing capabilities. Delivered in collaboration with the Texas Association of Mexican American Chambers of Commerce (TAMACC) and other community partners, the program recently graduated more than 300 small business leaders with measurable improvements in their marketing confidence and practical skills.

Results from the inaugural LIFT cohort reveal substantial gains across multiple metrics. After completing the program, 98% of participants reported actively setting social media goals, representing a 52 percentage point increase from their pre-program status. 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 surged by 92 percentage points, from just 5% to 97%. These improvements matter because small businesses are critical drivers of economic strength, particularly in states like Texas where they form the backbone of local economies.

"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 its statewide chamber network, TAMACC shares resources like the LIFT program with entrepreneurs across Texas to advance their businesses and enhance economic prosperity. The program's development followed SCALEUP's research-based approach to addressing small business challenges. "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," explained Dr. Josh Daspit, director of SCALEUP and associate professor at Texas State University.

To broaden access, SCALEUP and its partners attracted more than 3,000 applicants for the first cohort, which ultimately included over 350 business owners from Texas (82%) and 24 additional states. The curriculum progressed from foundational marketing principles to advanced topics including platform analytics, content strategy, and goal setting. Participants like Rebecca Acosta-Ojeda, owner of Salon One 12 in Buda, Texas, gained valuable insights about brand development, noting that "LIFT helped me realize that your brand is more than a logo. It's what customers feel." Additionally, participants had access to an AI Business Coach trained to address growth-related challenges with guidance tailored to each participant's business and goals.

The program's implications extend beyond individual business success. "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. Developed with financial support from the Ewing Marion Kauffman Foundation, LIFT represents a model for university-community partnerships that address real-world economic challenges. Future opportunities are currently being planned, with program information available at https://scaleup.txst.edu/. Additional media resources including downloadable assets, program facts, and outcome highlights can be accessed at https://scaleup.txst.edu/media-lift.html.