Texas State University's Learning and Insights for Forward Traction (LIFT) accelerator program has demonstrated significant success in its inaugural cohort, with participants reporting dramatic improvements in marketing confidence and social media proficiency. The six-week program, developed by the university's SCALEUP initiative in collaboration with the Texas Association of Mexican American Chambers of Commerce (TAMACC) and other partners, aimed to strengthen marketing skills and support small business growth.
According to program results, 98% of participants now actively set social media goals, a 52 percentage point increase from before the program. Confidence in using social media for business growth rose by 45 percentage points, and the share of participants reporting "good" or "expert" social media knowledge surged by 92 percentage points, from 5% to 97%. These outcomes underscore the program's effectiveness in addressing a critical need among small businesses.
"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."
The SCALEUP initiative, directed by Dr. Josh Daspit, focuses on research-driven 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," Daspit said. The program attracted over 3,000 applicants, with the first cohort including more than 350 business owners, 82% from Texas and representatives from 24 other states.
Participants advanced from foundational marketing principles to topics such as platform analytics, content strategy, and goal setting. Rebecca Acosta-Ojeda, owner of Salon One 12 in Buda, Texas, noted, "LIFT helped me realize that your brand is more than a logo. It's what customers feel." Participants also had access to an AI Business Coach for personalized guidance.
"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. The program was developed with financial support from the Ewing Marion Kauffman Foundation. Future opportunities are being planned, and updates are available at scaleup.txst.edu.
Media resources, including logos and headshots, are accessible at SCALEUP's media page. The success of LIFT highlights the importance of targeted training in equipping small businesses with essential digital marketing skills, ultimately contributing to economic resilience.
