Hi,
Any assistance you can give new ECAs would be of great help to them, I am sure they will let you know what you can do to assist them. Just letting them know you are available to help will give them a boost.
Any support is good, helping with store names, products, prices, etc. It can be daunting for someone who does not have alot of experience with marketing but wants to give it a go, so if you encourage them it will be of benefit to you and your new ECA.