More than 350 small business owners in the U.S. strengthened their digital marketing strategies — nearly tripling their marketing confidence — through Texas State University’s six-week LIFT (Learning and Insights for Forward Traction) accelerator. Those owners are now positioned to grow their businesses, strengthen local economies and create jobs nationwide.
The program was funded by the Ewing Marion Kauffman Foundation and received more than 3,000 applications nationwide, reflecting strong demand for accessible, evidence-based marketing education among small businesses.
The program was led by the Sustainable Cultivation and Advancement of Local Enterprises with University Partnership (SCALEUP) program and designed as a direct response to persistent marketing challenges identified through SCALEUP’s national research on small business ecosystems over about two years. After identifying marketing and advertising as primary challenges, LIFT provided entrepreneurs with a hands-on curriculum in social media strategy, content creation, audience engagement and brand development.
“Over the past six weeks, participants turned social media from a challenge into a tool and from a tool into an engine for visibility and growth,” said Marlene Orozco, Ph.D., LIFT program lead and research fellow at SCALEUP. “They didn’t just learn new tactics, they built lasting habits and confidence that will strengthen their businesses for years to come.”
Program Impact: From Marketing Barriers to Breakthroughs
Program data show measurable changes in how participating entrepreneurs use digital tools:
- Confidence using social media platforms increased, with the share of business owners who felt “very confident” rising from 28% before the program to 73% after completion.
- Ninety-seven percent of participants rated their understanding of how to grow their business through social media as “good” or “expert” at the end of the program.
- Nearly all program graduates (98%) reported setting clear marketing goals, up from 46% before the program.
- The share of businesses maintaining a written strategy, content calendar, and key performance indicators increased from about 20% to more than 80%.
- Entrepreneurs also nearly doubled their weekly marketing engagement, increasing from 12 to 22 hours per week.
LIFT participants also reported stronger online presence and diversified marketing practices across digital and community channels. Use of social media rose from 55% to 93%, and website ownership increased from 5% to 34%.
Many entrepreneurs used the program to incorporate new technologies into their workflows.
“Prompt engineering changed everything,” said Jose Cortez, founder of Eagle Eye LLC. “I can now plan 30 to 45 days of marketing content with AI tools that I used to think were out of reach.”
Stories of Transformation
During the Nov. 6 closing ceremony, business owners shared how the program has changed how they approach their customers and manage their time online.
Rebecca Acosta Ojeda, owner of Salon One 12 in Buda, described how platform integration expanded her reach.
“Once we linked our Instagram and Facebook business pages, engagement skyrocketed,” Ojeda said.
Tara Godby, CEO of Teakeasy Tea, said the program helped her focus her message: “LIFT helped me stop trying to be everywhere. When I focused on where my true customers spend time, my brand finally clicked.”
“This program reflects what SCALEUP stands for, turning research into real-world change,” said Josh Daspit, Ph.D., director of SCALEUP and an associate professor in TXST’s Department of Management. “LIFT equipped entrepreneurs to not only market smarter but to lead with clarity, confidence and data.”
Resources for Continued Success
To support continued implementation, graduates received a Social Media Resource Toolkit and a 90-Day Social Media Roadmap to guide next steps in their marketing journey. SCALEUP also launched a private LinkedIn alumni group for ongoing collaboration and peer mentorship.
The LIFT program is part of SCALEUP’s broader effort to study and address systemic challenges facing small business owners.
“We designed LIFT to make digital marketing accessible, practical and empowering,” Orozco said. “The results show what’s possible when small business owners have both the knowledge and confidence to lead.”
Small business leaders interested in future cohorts and related opportunities can register for updates through the SCALEUP website. scaleup.txst.edu
Additional media resources can be found at https://scaleup.txst.edu/media-lift.html.