Spectrum Reach Lends a Helping Hand to Small Business Owners

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Cover image for  article: Spectrum Reach Lends a Helping Hand to Small Business Owners

When the pandemic hit, small businesses faced an uncertain future, with many business owners scrambling for ways to stay afloat, financially, creatively and strategically. In response, Spectrum Reach doubled down on its commitment to be a champion of local businesses, providing the support and resources to help them thrive.

How Spectrum Reach Helped Businesses Adapt

To help businesses rebound and grow, Spectrum Reach developed a fully integrated suite of tools including free creative and advertising schedules, educational content and unrivaled support and resources. Spectrum Reach took a multipronged approach:

  • Pay It Forward: Spectrum Reach committed $15 million in advertising and support for multicultural-owned businesses through a "Pay it Forward" program. As part of the "Pay it Forward" program, Spectrum Reach, in partnership with local chambers and multicultural associations, provided more than 1,000 multiculturally-owned businesses in 40+ markets across Spectrum Reach's footprint the full power of its advertising expertise, services and products, including access to and insights from celebrity entrepreneurs.

The program offered a combination of advertising services including a free three-month optimized TV schedule, dedicated support from a local sales representative, access to a complimentary customized Waymark commercial, and planning services through Spectrum Reach's self-service platform, Ad Portal.

  • Right Message Guarantee: Spectrum Reach created their Right Message Guarantee, which allowed businesses to update existing advertising creative when worst-case scenarios interrupted regular business activity. Spectrum Reach also shared specialized insights and guidance on the best ways to message during adverse times. "In times of dramatic change, be it for a town or an industry, businesses need to be able to communicate timely, relevant information to their communities," said Michelle Diedrick, Vice President, Field Marketing, Spectrum Reach Central Division. "The Right Message Guarantee is our way of helping businesses impacted by events out of their control reach customers quickly and without expensive production costs."
  • Free Creative: Spectrum Reach, in partnership with Waymark, offered a free customizable video to any business or entrepreneur in the country. In the past 18 months, over 7,000 businesses of all sizes have created personalized 30-second commercials to use on digital, social media platforms, and TV.

Danny Brown (pictured top right), the owner of United Maintenance Group, used the tools and expert advice offered through the Pay It Forward program to broaden the reach of his contracting business and reach clients in new markets.

"The impact of the Pay it Forward program is immeasurable," said Brown. "It’s opened the door of opportunity for me to expand my network and grow my business, providing me with the support and services to better support my community."

No matter what the future holds, Spectrum Reach will be there to invest in communities and support local businesses across the country. By connecting communities, we will continue to rebuild and grow together.

Spectrum Reach provides data-infused marketing and advertising solutions for businesses of all sizes and helps businesses find new customers and reach anyone, anywhere, on any screen. A trusted neighbor and one-stop shop, Spectrum Reach can help businesses grown with the best insights, content, products, and people. Learn more at Spectrumreach.com.

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