Texas State's LIFT Program Transforms 300 Small Business Owners' Marketing Skills

A six-week business accelerator program at Texas State University has helped over 300 small business owners sharpen their marketing skills. The Learning and Insights for Forward Traction (LIFT) initiative aimed to boost growth through targeted training, with a strong focus on social media strategies.

The LIFT program was created by Texas State's SCALEUP initiative, blending research with hands-on training. Financial support came from the Ewing Marion Kauffman Foundation. Community partners, including the Texas Association of Mexican American Chambers of Commerce (TAMACC), assisted in delivering the course.

Over 3,000 entrepreneurs applied, but only 350 were selected for the first cohort. These participants came from 25 different states. The curriculum covered everything from basic marketing principles to advanced topics like platform analytics and content planning.

Results showed a major shift in confidence. Before the program, just 5% of attendees rated their social media knowledge as 'good' or 'expert'. By the end, that figure jumped to 97%. The share of business owners actively setting social media goals also rose sharply—from 46% to 98%. Overall, confidence in using social media for growth climbed by 45 percentage points.

Pauline E. Anton, President and CEO of TAMACC, highlighted the program's impact. She stressed the need for practical tools that help small businesses expand in competitive markets.

The LIFT program has now equipped hundreds of small business leaders with stronger marketing skills. Participants left with greater confidence in social media strategies and a clearer plan for growth. The initiative's success may lead to further opportunities for entrepreneurs seeking similar training.