WCNY offering giveback program for region’s businesses in pandemic recovery

SYRACUSE, N.Y. — WCNY, Central New York’s public broadcaster, has launched its “Impact Giveback” program, targeting local businesses across Central New York.

It’s focused on those companies that have displayed “resilience while surviving the COVID-19 pandemic — and are preparing to come back strong,” per a WCNY news release.

WCNY, located at 415 W. Fayette St. in Syracuse, is partnering with Ithaca College on the initiative. WCNY invites businesses across the region to apply for consideration. It will provide $800,000 in video production, digital marketing, WCNY TV and radio underwriting, print advertising, and more to “support business efforts to revive and thrive in a post-pandemic economy.”

To apply, visit wcny.org/impactprogram. Applications will be accepted until May 28.

“After a challenging year for many businesses, WCNY is pleased to provide its services to those who have shown resilience and a commitment to their communities,” Mitch Gelman, president & CEO of WCNY, said. “As a public broadcaster for 19 counties across the region, we hope this community-wide initiative will give businesses a lift as they transition into a post-pandemic world this summer and into the early fall.”

In the coming weeks, WCNY will select 60 local businesses or business districts from across the region, including the Oswego–Fulton area, Auburn, Ithaca–Cortland region, Syracuse area, Utica-Rome area, and other regions between the Finger Lakes and Thousand Islands.

The marketing and promotional services provided as part of the WCNY Impact Giveback program are intended to jump start recovery in individual businesses while stimulating the CNY economy in the months ahead.

“Ithaca College and WCNY share a community service mission. We are excited to participate in this innovative, wide-ranging, and community-focused program,” Alka Bramhandkar, interim dean at the Ithaca College School of Business, said. “Through this collaboration with WCNY, Ithaca College will be able to expand its outreach footprint in Central New York, adding value on a grassroots level while providing deep and meaningful opportunities for our students.”

Criteria to apply:

1. Applicants must have fewer than 75 employees.
2. Businesses applying must demonstrate a consistent commitment to serving the local community.
3. Applicants must have “shown resilience in surviving the pandemic, with an eye toward coming back strong.”
4. Businesses must be located in one of these 19 counties: Broome, Cayuga, Chenango, Cortland, Delaware, Herkimer, Jefferson, Lewis, Madison, Oneida, Onondaga, Ontario, Oswego, Otsego, Schuyler, Seneca, Tompkins, Wayne, Yates.
5. Applicants must fall into one of these sectors: dining, arts & culture, hospitality, retail, local services, other.

The selection committee will include representatives of WCNY, the Ithaca College School of Business, and local chambers of commerce.

Match qualification

Even if they are not selected as one of the 60 businesses in the program, all applicants will be eligible for a 50-percent match for underwriting on WCNY through the end of 2021 (some restrictions may apply).

Impact Giveback business, marketing services

The businesses selected will be featured in three WCNY special television shows in which a local leader will take viewers on a tour of their area. The tour will involve meeting business owners and discussing the impact of COVID-19 on the economy while explaining how local businesses are battling back.

Profiles of individual businesses in on-air spots will air 10 times during the month they are featured on WCNY.

Each of the businesses selected will receive a digital marketing kit, including graphics that can be used on their websites and social media. The businesses will also be listed on the WCNY.org Impact Giveback program website and will receive recommendations on the best ways to deploy the digital assets. Businesses will also be highlighted in WCNY’s CONNECT magazine.