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NBCUniversal Launches “Open Doors: Where Small Businesses Thrive,” A New Program to Lift Up Diverse Small Businesses

NBCUniversal, State Farm Small Business and Walton Isaacson To Deliver Big Brand Resources to Small Businesses Across America


September 20, 2022

New York, NY – September 20, 2022 — Today, NBCUniversal announced “Open Doors: Where Small Businesses Thrive,” [Abriendo Caminos] a new One Platform program that supports diverse, small businesses by providing access to marketing and advertising resources to help spur and sustain growth. State Farm will serve as the inaugural launch partner alongside Walton Isaacson as the creative small business storytellers for the program.  Together, all three companies are sharing their invaluable resources, platforms, and expertise in advertising, creative, data science and e-commerce to drive the success of small businesses and their mission.  

The program will launch across NBCUniversal’s One Platform during Hispanic Heritage Month with an anthem spot and a small businesses spotlight in English and Spanish language plus an easily accessible, bi-lingual visual marketing and creative playbook. Walton Isaacson will provide their creative services and storytelling expertise to select small businesses for the spotlights, to help them hone and shape their brand stories.  

The small business spotlights will premiere during Hispanic Heritage Month. The first will feature family-owned Venezuelan restaurant, Cachapas y Mas, located in NYC, followed by an October spotlight featuring woman-owned Louisiana retail store, Fleurty Girl, in support of National Women’s Small Business Month. 

“Visual and audio creative content are essential to brand building and also rebranding. Key to capturing consumer attention, they are highly effective at building brand reputation and awareness. Yet startups and small businesses cannot always afford the investment to reap the recognition that big brand resources can. This initiative affords small businesses that opportunity and the tools and resources they need to build better businesses.”
-Aaron Walton, Walton Isaacson Founder and CEO

The virtual, bilingual visual marketing and creative services playbook will arm small business owners with strategic tools and resources, including detailed descriptions of Brand Positioning, Guidance on Logo Development, Website Building Strategies, Social Media, Strategy, etc.

“State Farm is excited to work with NBCUniversal and Walton Isaacson to spotlight how minority, small-owned businesses open doors for the entire community. Every State Farm agency is independently owned. Agents truly understand the unique needs of small business owners as they are business owners themselves, and they are invested in helping make their communities thrive.”
-Alyson Griffin, Marketing Vice President, State Farm

“As a small business owner myself, I wanted to not only share resources with my fellow entrepreneurs, but also create an opportunity for big brands to deliver a return on impact for minority owned small businesses who had been adversely impacted throughout the pandemic. With the support from my colleagues on the NBCUniversal Empowerment & Inclusion Council and our launch partners, State Farm and Walton Isaacson, I am thrilled for Open Doors to take shape.”
-Christine Escribano, SVP, Head of One Platform Marketing, Advertising & Partnerships, NBCUniversal and 2021 AdColor Change Agent nominee

Download and share the Open Doors virtual marketing playbook at and and follow along on social media using hashtags #NBCUOpenDoors and #NBCUAbriendoCaminos