Spectrum Reach, the advertising sales business of Charter Communications, Inc., announced a $50 million commitment in media, resources and creative services as part of its “Connecting Communities” initiative to help businesses reach and engage multicultural audiences. Spectrum Reach’s commitment includes $15 million in advertising and support for multicultural-owned businesses through a “Pay it Forward” program, and $35 million in advertising value to help small and medium-sized businesses create affordable and authentic advertising campaigns.
“In our increasingly diverse society, it has never been more important for businesses to understand and engage multicultural audiences,” said Michael Guth, Senior Vice President, Marketing, Spectrum Reach. “We know businesses are trying to reach diverse audiences, and with our expertise, products and resources, we can help them broaden their reach and build stronger, long-lasting relationships with their multicultural customers.”
“Connecting Communities” officially launched with an exclusive webinar for business owners featuring three top entrepreneurs and philanthropists in the country. Earvin “Magic” Johnson, NBA Hall of Famer and Chairman and CEO of Magic Johnson Enterprises; Nely Galán, a former Entertainment President at Telemundo, Emmy Award-winning producer and New York Times best-selling author; and Daniel Lubetzky, Founder and Executive Chairman of KIND Snacks, shared their insights on navigating a multicultural world and how to grow a successful business. The webinar is available at SpectrumReach.com.
As part of the “Pay it Forward” program, Spectrum Reach will provide participating multiculturally-owned businesses in more than 40 markets across Spectrum Reach’s footprint the full power of its advertising expertise, services and products, and access to and insights from, celebrity entrepreneurs. In June, Reach will host “Pay it Forward” mentorship webinars with celebrity entrepreneurs and business owners to provide guidance, support and motivation on building and growing a successful brand.
Participating businesses also will receive dedicated support from Spectrum Reach sales and creative experts, a three-month optimized TV schedule using Reach’s award-winning AudienceApp media planning tool, and free customized commercials. Additional information, including an application, is available at SpectrumReach.com/forward.
To help small and medium-sized businesses reach multicultural audiences, Spectrum Reach is offering new and existing clients a 20 percent match, up to a maximum value of $20,000 per month, on any new TV campaign purchased through June. Additionally, new clients will receive a 10 percent inventory match, up to a maximum value of $2,000 per month, on any newly-purchased streaming TV campaign, while existing clients will receive a five percent match on streaming TV campaigns purchased through June. Spectrum Reach, in partnership with Waymark, also will offer a free personalized video to any business or entrepreneur. Through the end of August, businesses of all sizes can create customized 30-second commercials to use on digital and social media platforms, and TV.
On a regional level, Spectrum Reach also will host virtual “Breaking Bread” events for entrepreneurs to share ideas and build community over food. Reach has partnered with the U.S. Chamber of Commerce, Black Chamber of Commerce, Asian American Chamber of Commerce and Hispanic Chamber of Commerce organizations in regional markets to host networking events throughout the summer.
Spectrum Reach harnesses the power of multiscreen advertising for any business and offers a simplified one-stop-shop destination for marketing solutions.
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Charter Communications, Inc. (NASDAQ:CHTR) is a leading broadband connectivity company and cable operator serving more than 31 million customers in 41 states through its Spectrum brand. Over an advanced communications network, the company offers a full range of state-of-the-art residential and business services including Spectrum Internet®, TV, Mobile and Voice.