After spending 19 years in prison, Louie decided to open an auto detailing business in his home city of Albuquerque. To have a successful launch, he knew he needed a digital presence, so he reached out to the Albuquerque Hispano Chamber of Commerce for help.
The chamber runs Emprendedores, a digital media course that’s supported by a Comcast NBCUniversal Foundation grant. This free six-week program is offered twice a year to 45 underserved entrepreneurs and small business owners. Training includes a deep dive on creating logos and branding materials, including business cards in the free version of Canva; instruction on building digital collateral for social media; setting up business-related Facebook and Instagram pages, including page banners and posts; and creating a single-page business website.
Louie left the course with the digital tools he needed to make Time to Shine Mobile Detailing accessible to people via their computers and smartphones. He also met several dozen new friends and customers.
“All of the attendees from his cohort showed up to his grand opening,” said Jessica Gentry, chief innovation officer at the Albuquerque Hispano Chamber of Commerce. “He came into the program with nothing — no logo, website or social presence — and left with all of that and a bunch of new personal connections who plan to continue supporting his business.”
Boosting digital literacy for entrepreneurs and small business owners
Support of programs like Emprendedores is part of Comcast’s commitment to building a more connected, equitable and just world. In addition to creating digital tools, the program covers various topics on the management of these assets, such as how to keep on brand with marketing materials, as well as maintaining the business Instagram and Facebook pages.
Participants show their progress on a weekly basis. This allows the chamber staff to highlight additional relevant technology features or dive deeper on specific topics in real time. Each participant completes a full survey so the program can continue to be improved to fit the community’s small business needs year over year.
Because nearly half of the population in Albuquerque is Hispanic, Emprendedores is a bi-lingual program. Many Hispanic entrepreneurs and small business owners often lack the funding and resources to hire digital marketing professionals to help them with their technology needs, according to Gentry.
“With the support of Comcast, we’re able to provide the training so they have the skills to create these digital assets themselves,” she said. “In today’s digital world, where consumers begin their search for goods and services on their computer or smartphone, it’s imperative small business owners have digital literacy and some sort of digital platform so they can be discovered and can make connections.”
Advancing digital equity in Albuquerque
Comcast is deeply committed to advancing digital equity in the communities it serves. Its Project UP is a comprehensive initiative to advance digital equity and help build a future of unlimited possibilities. Backed by a $1 billion commitment to reach tens of millions of people, Project UP encompasses the programs and community partnerships across Comcast, NBCUniversal and Sky that connect people to the internet, advance economic mobility and open doors for the next generation of innovators, entrepreneurs, storytellers and creators.
Comcast knows having access to the internet, along with the tools and information necessary to navigate the digital world, are critical to closing the opportunity gap. However, the unfortunate reality is that not everyone has the resources and digital skills they need. For more than a decade, the company has used its platforms and reach to help bridge the digital divide by connecting more people to the internet and getting devices into the hands of people who need them.
Comcast works with thousands of partners to help address barriers to adoption beyond affordability, such as a lack of digital skills and awareness that low-income broadband programs exist. By working together to expand broadband adoption, Comcast believes it can help close the homework gap, advance economic mobility and achieve digital equity.
“Investing in digital skills and workforce development programs offered by trusted community organizations like the Albuquerque Hispano Chamber of Commerce is one way we’re advancing digital equity,” said Chris Dunkeson, area vice president for Comcast. “We want to help build a future where the next generation of innovators, entrepreneurs and small business owners have the skills and confidence they need to reach their full potential.”
Learn more about how Comcast is working to advance digital equity in the communities it serves.
Laura Newpoff is a freelance writer with The Business Journals Content Studio.
