Spectrum 'Pays It Forward' To Grow Multicultural, Women-Owned Businesses

Spectrum Reach’s in-house campaign, “Pay it Forward,” is committing $15 million in advertising, resources and creative services to support small businesses.

The businesses are located in the 40 markets across Spectrum’s footprint, via its “Pay it Forward” program.

First launched in 2021, “Pay it Forward,” targets hundreds of multicultural-owned businesses nationwide, such as GO(O)D Apparel company in Cincinnati, Ohio. “Good marketing brings people in and good customer service brings them back,” says Donny Harper, who founded the company eight years ago.

This year, Spectrum Reach has expanded the program to include women-owned businesses, doubling the number of participants and further empowering local enterprises.  

By the end of 2022, Spectrum Reach estimates it will help more than 1,300 multicultural and women-owned businesses owners grow their companies.



Specifically, businesses get a three-month optimized TV schedule using Spectrum Reach’s AudienceApp media planning tool; a 30-second commercial produced by Waymark; local marketing support; and access to on-demand educational resources.

Resources include everything from white papers on ad success and planning a successful TV campaign to Nely Galan’s video discussing business success. Galan is the former president of entertainment for Telemundo.

Participating businesses also will have access to expert advice from Shark Tank star and “Pay it Forward” ambassador Daymond John.


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