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Syracuse-area small businesses can apply for marketing help

By Eric Reinhardt


It’s Spectrum Reach’s “Pay It Forward” program         

SYRACUSE — Interested Syracuse–area small businesses can apply for marketing assistance from Spectrum Reach’s “Pay It Forward” program.

Spectrum Reach is the advertising sales business of Charter Communications, Inc.

It will offer 250 underserved small-business owners nationwide access to its advertising and marketing resources through its 2024 “Pay It Forward” initiative, per a Jan. 23 announcement. 

Local entrepreneurs selected to participate will receive a live and streaming TV campaign worth up to $15,000 along with a custom produced 30-second commercial, marketing consultation services, mentoring and educational resources, and networking opportunities.

To apply for Spectrum Reach’s 2024 “Pay It Forward” program, underserved businesses must be legally registered to operate within a designated market area that Spectrum Reach serves. 

The deadline for applications is Feb. 25, and the company will announce this year’s participants in late March.

To apply visit,

Since launching “Pay It Forward” in 2021, Spectrum Reach says it has invested more than $50 million in advertising and resources and helped more than 2,000 underserved businesses in 36 states across its footprint, from coffee shops and childcare facilities to restaurants and law firms.

About the program

Under this year’s “Pay It Forward” program, Spectrum Reach will offer each participating business a range of services, including free advertising, mentoring, and resources. 

Local businesses selected to participate will receive access to Spectrum Reach’s in-house creative agency Kernel; a 30-second original commercial; and a complimentary linear and streaming TV advertising campaign that will run throughout April, Maym and June. 

“Pay It Forward” will also provide businesses with support and advice from other entrepreneurs, business owners, and previous participants in the program. It’s meant to help them “navigate the challenges” of owning a business and identify opportunities for growth.

In addition to the support from Spectrum Reach’s local marketing experts, businesses will receive a free laptop and will have access — for the duration of the program — to a members-only “Pay It Forward” website featuring educational resources, webinars, news and business insights to help them build and grow a successful brand.

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