Most are aware of America’s Small Business Development Center (SBDC) organization, formed by a partnership between congress, the SBA, private sponsorship, universities and regional governments. Currently there are nearly 1,000 SBDC centers in the U.S. 

​according to the organization’s national website. But here’s another reason for small businesses to consider working through their regional SBDC. In addition to training and mentorship, in many cases the organizations provide PR assistance to their participating members as well.

For a great case in point, consider the story of Estella Pyform. In Fall 2011, Pyfrom came to the SBDC at Palm Beach State College in Boca Raton, Florida for free help in marketing the full-size passenger bus she had turned into a mobile high-tech classroom. She was bringing the bus to low income neighborhoods throughout Palm Beach County, Florida to give under served children free access to computers, the Internet and educational software. This 76-year-old retired Florida educator—who grew up in Belle Glade, the daughter of migrant farm workers—had used her life savings to make her vision a reality. Yet she had trouble getting the word out and raising additional funds to keep her program going.

With the help of the SBDC, Estella Pyfrom branded her "Brilliant Bus" (Image courtesy of CNN.com)
I learned about Estella from Sharon Geltner, Business Analyst for the SBDC that is Florida's state-designated provider of small business assistance and Palm Beach State is its host institution. After Geltner and the SBDC created a brand for Pyfrom, by April 2013, it was natural and easy to secure the attention of broadcasters. Estella appeared on national television on NBC Nightly News and internationally as a CNN Hero in recognition of her "Brilliant Bus." By Fall, Pyfrom was a Top Ten CNN Hero and was in a global televised ceremony, hosted by Anderson Cooper. She was the same woman, but with different PR. Once the snowball of publicity started she moved easily and naturally from obscurity to worldwide attention.

More recently, Microsoft featured Pyform in a $9 million 60-second Super Bowl ad, seen by 104 million viewers in February 2015. In that same month she appeared on The Dr. Oz Show. Pyfrom’s nonprofit has received donations from Microsoft, Office Depot, Toyota and other organizations and received countless awards. Oprah Winfrey honored Pyfrom in front of 13,000 fans at a stadium in Miami (on Oprah’s eight-city tour), named her the top VIP in the nation, and profiled her in the January 2015 issue of O Magazine. President Barack Obama honored her as a Point of Light at the White House. Pyfrom has also appeared in Essence and won a Diamond Award from the National Coalition of 100 Black Women. This year, with the help of the Children’s Services Council of Broward County (Florida), Pyfrom added a second bus to her fleet. The last two summers she has toured southern cities, teaching children computer code. Pyfrom has received requests to replicate her bus from around the country and as far away as Africa.

But just a few years ago, when Pyfrom came to SBDC, she had an incredible humanitarian accomplishment, but could get neither funding nor press. Geltner and her team believed Pyfrom’s challenge was related to problems in her branding and site. She had a wonderful tangible object, which was the bus, but the name of her nonprofit organization, “Project Aspiration—A Class Act,” didn't describe what she did or provide her with a clear identity. Furthermore, it didn't say anything about the bus, which is her calling card.
As an advisor, Geltner kept pounding away on having the word “Bus” in the business name, with some alliteration, if possible. Pyfrom then wanted “Brain Bus,” but after Geltner showed her the name was in use in Kentucky, she suggested “Brilliant Bus." The name stuck.
The team then turned its attention to revamping Pyform’s website and developing a social media presence, which gave Pyfrom her legitimacy for attracting donations and media attention. (Once Pyfrom achieved fame, various media outlets and volunteers overhauled her website, www.brilliantbus.org, again and she recently won praise from a website that monitors nonprofits’ online presence.)









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​As Geltner urged Pyfrom to take her mission online in a serious, consistent way, she noted that these days, even if a person is Michelangelo or Leonardo da Vinci or even a combination of the two, if he’s not online or if she doesn’t have a clear identity, they’re ignored. Decades of experience and real world accomplishment won’t matter without the foundation of an online presence and a memorable brand. This rule held true when Geltner vouched for Estella with reporters she’d known for years. Now Geltner uses Pyfrom’s success as an example to other clients who are reluctant to go online.

With a new name, website and social media in presence place, getting media coverage was the next hurdle. The door opened after Fort Lauderdale-based NBC News correspondent Kerry Sanders became interested and made Pyfrom the subject of a two-minute "Making a Difference" segment he reported in January 2013.
CNN producers saw the segment, and when they realized Pyfrom had already been nominated for CNN Heroes by one of her volunteers, they got excited. When she was selected as a CNN Hero in April, a flurry of press followed with coverage emerging organically from virtually every local media outlet as well as national outlets such as Jet magazine and other publications and TV shows.

More Lessons
Working with Estella Pyfrom and her Brilliant Bus showed Geltner how life experience that seems unrelated to PR, social media, search engine optimization and business counseling is extremely valuable.
“All of my clients need marketing help, especially for online marketing, but not everyone can handle the new Internet concepts,” Geltner said. “When I first got this job, some people asked if I had enough corporate experience to be successful. I soon learned that what really made the difference, were skills which were instrumental for helping clients, from a variety of previous jobs—none of them corporate.”

One important gig was as an aspiring author, carefully studying how literary agents render judgment in seconds. The same was true in working as a reporter in a newsroom. Both editors and agents must distill messages to their essence in seconds and sum them up succinctly. Those skills are perfect for social media as well. Another position in social service agencies and her observation of the way clinicians interact gave Geltner insight into how to persuade people to make decisions in their own best interests. In addition, her nonprofit work suited her support for small business owners. In both cases, clever strategy and tactics matter, because there little money to spend for promotions.

The common element for these entrepreneurs is fear of the unknown. After the Great Recession and the rise of the Internet, the world turned on its ear, and no one was successful in marketing without having to alter their approach. “All my clients are smart enough to change, but will they want to?” Geltner mused.
What freezes clients in their tracks is the wrenching emotional decision: “Am I going to do what it takes to stay modern and stay relevant, and frankly stay in business?” Not everyone decides to go forward. The longer they hesitate, the further they fall behind. Not everyone wants to face these hard facts.

But Pyfrom didn’t let age, custom, tradition, complacency or inertia get in her way. 

She updated her methods and assumptions. Over her many sessions with Geltner, Pyfrom saw the possibilities, knew that her success required these changes and kept an open mind. As for Geltner, she looks forward to helping Pyfrom get more Brilliant Buses and to helping many additional small businesses achieve strong public relations outcomes as well.

With SBDC’s increasing their impact through the U.S., perhaps great PR is yet another reason to consider engaging the help of one of these entrepreneurial teams.
​

At Edmentum, we’ve been spending a lot of time lately on the question of “why?” We carried this into our booth at ISTE 2015 by asking educators to answer the question of why they are passionate about education via social media and have received some great responses. Now, I want to dig deeper into some of the amazing things we saw at this year’s conference and what the answer to the question of “why” looks like for those of us whose role is to support educators.
For me, the ISTE conference is a chance to get real about what I do. As an implementation coach, my job is to assist educators in developing a deep understanding of the resources within Edmentum products so that they can use those resources effectively. However, my perception of an educator’s reality can be blurred because I’m not in the classroom anymore.
For those of us involved in education, the day-to-day realities can dull the commitment to a strong education for all when challenges seem overwhelming. So, we need doses of success, sometimes just tiny ones, to keep us motivated. At ISTE, I certainly got my much-needed doses. One was hearing a principal from Oklahoma explaining how she facilitated the use of Study Island in her school, saw a 25% increase in students’ reading scores, and wanted more tools. Another was finally getting to meet in person a district special education coordinator from Pennsylvania whom I have been talking to on the phone for years. Then, there was a technology coordinator who had some perplexing questions about one of our products, which implied that she hadn’t been pleased. After ten minutes of deep discussion, she had a new understanding of the product and left excited to renew their subscription and use it in the upcoming school year. That’s the magic of the face-to-face interactions that a conference like ISTE can provide.
Another element of the ISTE experience is visiting booths where innovative approaches have made an incredible impact on educating the neediest of students. Did you see the Super Bowl commercial about Estella's Brilliant Bus? I vividly recall sitting in my living room alone while my children were getting more snacks. Suddenly, I noticed this commercial and saw one of our Edmentum products, Reading Eggs. As I shouted, my children came running, asking which team scored. I was so proud to say that my company had gotten the touchdown by being one of Estella’s partners.
Now, months later, my Edmentum coworkers and I were strolling the ISTE expo hall when we saw Estella’s bus. Of course, we wanted to go inside! As I started up the steps, there was Estella, in person! Her warm, proud smile welcomed us on board. We then spent a delightful 20 minutes talking with her. This was my biggest ISTE moment, my inspiration and motivation to keep doing what I do despite the challenges my customers and company face.
I learned that Estella is simply amazing. While many retirees spend their days gardening or playing golf, her retirement lasted only two years. After a short re-entry as a teacher and guidance counselor, she resigned to pursue her vision of empowering underprivileged families searching for a pathway to success. As the daughter of a migrant worker who became a professional with advanced degrees herself, she personally knows the power of education for lifting whole families out of poverty and wants to provide that opportunity to as many learners as possible. With the help of technology, Estella’s Brilliant Bus supplies educational support not only for K–12 students but also for college students working on assignments and adults looking for jobs and housing.
This year, time at ISTE once again proved to be invaluable. I met and helped dedicated educators who believe Dr. Seuss’ wise words: “Unless someone like you cares a whole awful lot, nothing is going to get better. It's not.” Personally, I got a healthy dose of inspiration from Estella, who serves as a reminder of the uplifting power of one person’s vision to make things better.
We would love to have you join the conversation about what inspires passion for education! Check out this page to see responses we have received so far to our question of “why,” with instructions for posting your own motivational answer.

One of the most exciting things I found at #ISTE2015 was a school bus transformed into a technology learning studio.

The bus is operated by Estella who at age 79 is a self-identified “Gadget Gal.” She loves technology and gadgets so much, she wanted to bring them to others in her community who might not have access to computers and the internet.
So, she drew up her dream on a piece of paper and put the word out that she was looking for folks to help her bring this to life. She found volunteers, donors, and invested much of her own retirement funds on the project.

Estella travels around Palm Beach County talking with schools, communities, and local agencies to see how various technology services she provides can help them. This might include digital citizenship, literacy, GED or test prep, tutoring, homework assistance, resume writing, and more. Estella understands that not everyone has access to technology and the internet, so she brings it to their door...literally. She says, "When kids get on this bus, they're able to learn about the world and connect with the world using Microsoft technology and I can empower them to make their lives better." Estella says she is grateful for the contributions she has received from Microsoft YouthSpark to help bring her dream to life. She said she feels blessed because she has been fortunate enough to have people step up to the plate and say, "Let me help you do what you're doing because I believe in your cause."
Estella explained that because of her dad she grew up around trucks and buses. Little did she know back then, this would help prepare her for most recent passion.

In addition to supporting the local community, Estella has also taken her show on the road. Last summer Estella’s Brilliant Bus took a “Tech Innovation Bus Ride.” They journeyed on the “Road to Yes We Code!” A multi-city bus caravan roadtrip traveling from West Palm Beach, Fla; Atlanta, Ga; Birmingham, Al; Selma, Al; Memphis, Tenn., Jackson, Miss, New Orleans, La. The Tech Innovation Bus Ride featured turnkey hands-on custom coding classes, robotics and tech entrepreneurship workshops.Most recently, Estella was featured in a Superbowl commercial which you can see here.
To innovative educators, the idea of a mobile technology learning studio is fascinating. What if we wired up more school buses like Estella’s? Rather than sitting in a bus depot, how could they be utilized during school hours? What about in rural areas or others where students spend a significant amount of time on buses? This commuting time could be utilized for homework time, tutoring, reading, and more. What can you imagine doing if your community had a mobile technology learning studio? What kind of programs and services do you envision taking place?Want to follow what's new with Estella's Brilliant Bus? Like the Facebook page here.

At age 78, Estella Pyfrom made her Super Bowl debut in the third quarter Sunday.

The retired teacher’s Brilliant Bus, a computer lab on wheels, and a bus load of Pahokee students got a very pricey 60 seconds in the most watched airtime of the year, courtesy of Microsoft.

“We are extremely pleased. We are happy to play a part to make her Brilliant Bus even more brilliant,” Microsoft spokesman Lou Gellos said.

Pyfrom, who taught in Palm Beach County schools for 50 years, was pleased too.

She has invested her entire retirement savings and more – a sum that exceeds $1 million — in her endeavor to bring technology to kids who don’t have it. Along the way, her work has been recognized by local business leaders, CNN, even the White House.

Work began a couple of months ago on the advertisement that was shot in Palm Beach County.

“My family always has a Super Bowl party and I usually find something else to do,” Pyfrom admits. But not this time. Instead, she was filled with anxiety heading into the third quarter knowing that her moment was coming and worrying that the incessant phone rings and text message pings would distract in the critical moment.

“It was crazy, but in a good way,” Pyfrom said from her home in suburban West Palm Beach.

The spot is narrated by rapper Common, who is reciting passages from speeches by Microsoft CEO Satya Nadella.
“The real question that needs to be asked as well as answered is what is it that we can do that is unique, that is impactful,” Common says.

And then, “This is Estella Pyfrom and this is my Brilliant Bus. … I had an idea. A bus that brings technology to the kids that need it most …”

Pyfrom sought help to make that dream a reality. That help included a $67,000 grant she got two years ago from Microsoft’s YouthSpark program.

“We’ve been following her ever since,” Gellos said.

When the opportunity came to pick some of Microsoft’s best work in that vein, she was an obvious choice, Gellos said.

“Hers is a perfect example of how technology can really help folks and the idea someone would be able to set up something like this is great — an example of what everyone should want to do, ” Gellos said.

Pyfrom wants to do more.

She estimates she’s reached more than 60,000 children and is shooting for a million by the end of 2015. The bus is on the road four days a week from Riviera Beach to Lake Worth to West Palm Beach to Pahokee. Over the summer, the bus rolled up to serve children in six states in 10 days.

She’s heard from folks as far away as Africa who want to replicate her concept, and she’s eager to help.
​
Pyfrom figures the idea spread even further in that one minute.

The commercial was shot before Christmas break, but that wasn’t the last she saw of Microsoft’s people. They sent a crew back shortly after to update every one of the 17 computers on the Brilliant Bus and supplied 28 tablets as well.

UPDATE: Estella says she would like to raise enough money to buy a second Brilliant Bus. If you want to help see the information at the end of this post.

Did you see that Palm Beach County had its very own presence at the Super Bowl Sunday? No, not on the field. Even better: In the commercials.

Retired veteran Palm Beach County teacher, Estella Pyfrom, 78,  got a very pricey 60 seconds for her technology loaded Brilliant Bus, courtesy of Microsoft. The students of Pahokee Elementary are in there as well.

It was one of two ads placed in the most watched airtime of the year by the technology giant.

“We are extremely pleased. We are happy to play a part to make her Brilliant Bus even more brilliant,” Microsoft spokesman Lou Gellos said Monday.

The spot is narrated by rapper Common who is reciting passages from speeches by Microsoft CEO Satya Nadella.
“The real question that needs to be asked as well as answered is what is it that we can do that is unique, that is impactful,” Common says.

And then, “This is Estella Pyfrom and this is my Brilliant Bus… I had an idea. A bus that brings technology to the kids that need it most…”

Pyfrom’s work has been highlighted in the pages of The Palm Beach Post. From there her work came to the attention of CNN, which recognized her as one of its 10  CNN Heroes in 2013. She’s also been honored by the White House and local business associations.

She has spent a lifetime educating and volunteering, but it is her work after retirement that has drawn so much attention. Pyfrom invested her retirement savings into her idea – an idea that has cost more than $1 million.

Along the way, she sought help, including help from Microsoft and its YouthSpark program. That program was launched in 2012 with a goal of creating opportunities for 300 million youth by 2015.



“It’s an initiative designed to help, frankly, in the same manner she’s doing,” Gellos said. Pyfrom got that grant which helped furnish the bus. “We’ve been following her ever since.”

And when the opportunity came to pick some of Microsoft’s best work in that vein, she was an obvious choice.
“Hers is a perfect example of how technology can really help folks and the idea someone would be able to set up something like this is great – an example of what everyone should want to do.”

Work began a couple of months ago on the advertisement that was shot in Palm Beach County.

“My family always has a Super Bowl party and I usually find something else to do,” Pyfrom admits. But not this time. Instead, she was filled with anxiety heading into the third quarter knowing that her moment was coming and worrying that the incessant phone ringings and text message pings would distract in the critical moment.

“It was crazy, but in a good way,” Pyfrom said.

The commercial was shot before Christmas break, but that wasn’t the last she saw of Microsoft’s crew. They returned shortly after to update every one of the 17 computers aboard her Brilliant Bus and supplied  28 tablets as well.
​
UPDATE: I’ve heard from some people who would like to contribute to Estella’s dream. To do that you can go to the website estellasbrilliantbus.org and hit the ‘donate’ button.  You can also email her email [email protected] or call her (561)985-1889.

“Tech Innovation Bus Ride” is a partnership of change agents: Estella’s Brilliant Bus, Black Girls Code and Startup Edutech. The partnership is seeking to raise $250,000 from corporate sponsors supporting solutions to reach students and their communities with a new narrative to connect them with the tech innovation economy. We plan to transport 150 youth on an 11-day summer “tech innovation” road trip in conjunction with participation in the launch of the “Yes We Code” Tech Village, hosted at the “Essence Music Festival 20th Anniversary” celebration in New Orleans July 3-6, 2014. Estimated attendance is anticipated to exceed 500,000. Our mission to, through, and from the festival, is to help these students and their communities to change the trajectory of their future using skills gained through activities associated with tech innovation.

​
Tech Innovation Bus Ride is multi-city bus caravan featuring turnkey hands-on custom coding classes, robotics and tech entrepreneurship workshops. Students will be mentored and hosted by Estella’s Brilliant Bus (CNN Hero), Black Girls Code (White House Champions of Change for Tech Inclusion Awardee), and Start-up Edutech (Silicon Valley based pioneer in Mobile Education Entrepreneurship). This unique approach to student engagement with technology represents a distinct opportunity for aligned corporate partners to create direct outreach and support of tech-inclusion efforts that can result in a lifelong impact for our students and their future impact on society at large.
For supporting companies that seek to invest in our multi-city tech tour through the South, we offer several media exposure packages in addition to a variety of a la carte and packaged participation opportunities:
Tech Innovation Bus Ride travel route: West Palm Beach, Fla; Atlanta, Ga; Birmingham, Al; Selma, Al; Memphis, Tenn., Jackson, Miss, New Orleans, La

Children can hardly contain themselves when CNN Hero Estella Pyfrom comes by in her mobile computer lab.
Source: CNN

West Palm Beach, FloridaCNN — Working as a guidance counselor five years ago in Palm Beach County, Estella Pyfrom noticed that fewer students had access to a computer after school.

The sluggish economy forced many families to prioritize their money and use it for more pressing needs.

“They needed food. They needed to pay their mortgage or their rent,” said Pyfrom, a former teacher. “Some of them lost their cars. So I knew it was a serious problem.”

Without a computer at home, or reliable transportation to get to a computer, Pyfrom feared that many of these students would get left behind.

So she bought a bus, filled it with computers and brought technology to the kids.

Her mobile computer lab, Estella’s Brilliant Bus, has provided free, computer-based tutoring for thousands of students since 2011.

“If people don’t have some knowledge of technology, they’re going to be limited,” said Pyfrom, who retired in 2009 and used money from her savings to buy the bus. “It’s absolutely essential that they get involved technologically.”
​
Pyfrom is determined to help poor children get the same educational opportunities as other children. According to the Institute of the Study of Labor, students who lack access to a home computer are less likely to graduate high school.

“The digital divide is absolutely real,” said Pyfrom, 76. “And it didn’t just become a reality. It’s been there for years, and it’s getting bigger and more important.”

Pyfrom’s custom-designed bus is outfitted with 17 computer stations that are connected to high-speed Internet via satellite.

Emblazoned on its side are the words “Have Knowledge, Will Travel” and “We bring learning to you.” The bus travels to schools, shelters and community centers throughout the county.

​“We serve children starting with age 3 all the way through senior citizens, based on what the needs are,” Pyfrom said. “We are bringing the learning and the technology to the neighborhoods. They all can benefit from that.”
​
Pyfrom and her army of volunteers hold regular classes and tutoring sessions about four days a week. They offer lessons in computer and Internet basics as well as reading, math or science classes that supplement what children are learning in school.

Sometimes, the bus simply serves as an open computer lab.
The rules on the bus are few and simple. Among them, gum and Facebook are not allowed. Pyfrom takes a no-nonsense approach to her mobile classroom.

“Excuses don’t get the job done,” she said. “You do whatever it takes to make things happen. That’s the only thing that works.”

The computers are loaded with educational software, providing interactive exercises that reinforce state-mandated curricula. Children receive their own account login and password, allowing them to continue their work from anywhere they can access the Internet. Users can only advance to the next level in a subject once they reach 90% proficiency in the current one, and the software allows Pyfrom to track their progress.

For older students, the bus brings GED and college preparatory assistance, anti-bullying and peer mediation classes, and student leadership training.

Pyfrom and her team provide about 8,000 hours of instruction to at least 500 children a year. She hopes the extra time will help bring students up to their grade level in reading, vocabulary, math, science and life skills.
Freddy and Brianna Rodriguez are two students benefiting from Pyfrom’s bus. Adopted from foster care, the siblings struggled with their grades when they entered junior high school.

“If I didn’t have the bus to come to, it’d be hard to get to a computer,” said Brianna, 13. “My grades have gotten better. The one-on-one time, it helped me.”

In working with the students, Pyfrom found that many parents didn’t know how to use a computer. Now her bus helps them, too.

“They’re learning right along with the kids,” Pyfrom said. “They don’t feel threatened, because what I say to them is, ‘If your 4-year-old can use a computer and click a mouse, so can you.’ “
On the bus, adults can receive online banking tutorials, resume assistance and help searching for jobs and affordable housing.

Pyfrom’s efforts to help low-income families haven’t stopped with her bus. She also partnered with a community nonprofit to help provide meals to 3,000 residents each month. Through that work, she’s identified other ways her bus can help struggling neighbors build up technological proficiency necessary in the marketplace.

“We want to do what we can do in (each) neighborhood to make things better for all,” Pyfrom said. “We run into people who really want to better their lifestyles and are without help. We can help them make a big difference in their neighborhoods.”

To keep up the momentum of her efforts, Pyfrom has continued to pour her savings into maintaining and modifying her bus, so far spending about $1 million, she says.

An easy retirement is not something she aspires to.

“I’m not tired yet. And I don’t think I’m going to get tired,” she said. “I’m constantly charged up. I look at the faces of the children and I get energized.”

Pyfrom is determined to see her services expand throughout the state, even the country. She estimates she has enough savings to keep her bus running for another two years, but she hopes to find financial support before she runs out of money.

“I don’t think about what I’m not able to do or not going to be able to do,” she said. “I plan for the things that I think I’m going to do, need to do and want to do. And I think most of them are going to happen.

“We’ve got to keep rolling. We’re going to keep taking the service to the neighborhoods, and we are going to keep making a difference.”
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Want to get involved? Check out the Estella’s Brilliant Bus website at www.estellasbrilliantbus.org and see how to help.