Spectrum Reach is calling on small multicultural businesses to apply for this year’s Pay It Forward grants before the Feb. 25 deadline.
In 2021, Spectrum Reach—Spectrum’s advertising and marketing arm—started the Pay It Forward program as part of the company’s stated commitment to fostering diversity, equity, and inclusion in the business world. Since that time, the Pay It Forward program has invested over $50 million in advertising and resources, benefiting more than 2,000 businesses across 36 states.
The Pay It Forward initiative provides grant recipients with an array of resources, including free TV and streaming advertising, an original 30-second commercial, local marketing support, on-demand educational resources, and exclusive networking opportunities at invitation-only events. The program is open to businesses ranging from local coffee shops and restaurants to daycare facilities and law firms.
To be eligible for the Pay It Forward grant, businesses must meet specific criteria outlined by Spectrum Reach:
- The applicant must be a legal resident of the United States currently residing in one of the eligible designated market areas (DMAs), which include Kansas City, among others.
- The business must have been in operation for at least one year as of the application date.
- No active or pending bankruptcy for the applicant’s business.
- The business must not have engaged in advertising with Spectrum Reach in the past thirteen months.
- The applicant’s business cannot be a competitor of the Sponsor (including its Spectrum, Spectrum Business, or Spectrum Reach divisions).
- The business must be a for-profit organization legally registered to operate in an eligible market.
- Preference is given to businesses that are at least 51% owned, operated, and controlled by an ethnic/racial minority, including Asian American, Black/African American, Hispanic/Latinx, Native American, or Pacific Islander.
The Pay It Forward program is designed to uplift underserved businesses by providing complimentary TV and streaming ad campaigns, creative services, educational resources, and business-building mentoring. In 2024, an additional 250 businesses will be empowered through grant awards, contributing to the program’s overall impact.
“Local businesses and entrepreneurs form the backbone of the communities where we live and work. Simply put, when businesses thrive, so do their communities,” said Spectrum Reach Senior V.P. Michael Guth. “The Spectrum Reach Pay it Forward program provides opportunity and access to media and marketing expertise that will help them succeed.”
The selection process for the Pay It Forward grant involves a competitive review by a committee evaluating factors such as the completeness of the application, demonstrated need for the grant, a well-articulated plan for achieving growth goals, and the business’s commitment to advancing diversity, equity, and inclusion initiatives.
Applications are scored based on these criteria, and the top applicants that best meet the requirements will be selected to receive the 2024 Pay It Forward grant package. The process aims to identify motivated and deserving multicultural businesses that demonstrate readiness for growth and a commitment to community upliftment.
For businesses meeting the eligibility requirements, the application deadline is Feb. 25 at 11:59 p.m. For more information or to submit an application, visit the official Pay It Forward website at spectrumreachpayitforward.com.
