This program was offered in 2005, 2006 and 2007 as part of a 3-year, $5 million initiative to support and sustain the cultural community downtown. The third and final round of grants have been awarded and LMCC will no longer be accepting applications for the program.
This webpage is provided for reference purposes only.
2007 Collaborative Marketing Grants
Request for Proposals
Lunar New Year Flower Market Festival, presented by Museum of Chinese in the Americas with Asian American Arts Alliance and United East Athletics Association, 2005 and 2006 Collaborative Marketing Grantees
Deadline: 5PM, Tuesday, June 26, 2007
Info Session: Wednesday, April 18 at 10AM
The Power of 3 (Or More): Collaborative Marketing Grantees Share Their Stories of Success
Breakfast and discussion moderated by marketing consultant Donna Walker-Kuhne Tuesday, May 22 at 10AM
What happens when arts groups work together to share and reach new audiences? Hear from LMCC Collaborative Marketing grantees about how they diversified and increased their audiences, engaged major sponsors and local businesses, and built new
and effective relationships. Guest speakers include Ahmed Issawi and Prerana Reddy from Alwan for the Arts and South Asian Women’s Creative Collective (SAWCC); Peggy Coleman representing Battery Dance Company; Kristin Hokoyama and Connie Wang from Museum of Chinese in the Americas and the Asian American Arts Alliance, and John Malatesta representing Tribeca Performing Arts Center.
Donna Walker-Kuhne has been President of Walker International Communications Group since 1984. Her many years of experience in the arts includes her work as Marketing Director for Dance Theatre of Harlem, where she increased box office sales by a remarkable 45 percent using innovative marketing campaigns and audience development techniques, and as Director of Marketing and Audience Development for the New York Shakespeare Festival/Joseph Papp Public Theater.
Marketing of programs and events is critical to the survival and growth of any creative organization. Faced with loss of audience share and increasing competition for attention during Lower Manhattan’s redevelopment process, small and mid-sized cultural organizations are in particular need of support through broader marketing initiatives.
Collaborative marketing grants are designed to benefit arts groups by enabling them to share audiences, leverage resources, and consider new ways of working together.
This program is made possible by The September 11th Fund with early support from American Express.
General Description
LMCC will provide grants to support collaborative marketing campaigns in Lower Manhattan. Direct grants for up to $25,000 will be awarded to partnerships of three or more 501(c)(3) nonprofit cultural organizations to launch new marketing campaigns that will benefit from team efforts and cooperation.
In addition to the three core non-profit partners, we encourage partnerships with for–profit businesses, such as restaurants, retail media outlets, and galleries.
Proposals should be designed to work at multiple levels to create a significant impact, including efforts to share existing audiences, target new audiences, and enhance the public profile of partner organizations.
The grant program includes technical assistance workshops and three months access to a marketing strategist to help grantees realize their goals and maximize their resources.
Program Goals
To enable productive collaborations among cultural organizations that will raise public awareness of their programs and enhance their ability to reach new audiences.
To help cultural organizations plan for and implement marketing strategies to help ensure long-term viability.
To encourage partnerships between non-profit cultural organizations and the business community.
Applicant Eligibility
One partner organization must be designated as the lead organization, which will act as the primary applicant and fiscal agent for the project.
The lead organization must be a 501(c)(3) non-profit whose primary mission is to present cultural programming, including exhibitions, performances, readings, film screenings, and other public events.
The lead organization must have been in existence for at least three years.
At least two of the three core non-profit partner organizations, including the lead organization, must be located south of Canal Street or in Chinatown. For the purposes of this program, Chinatown is bounded by Canal, Broadway, Delancey, Essex, and Rutgers Streets. We are particularly interested in proposals in which all three core partner organizations are located within these boundaries.
Planned event(s) or programming activity must take place in the area south of Canal Street or in Chinatown.
Partnerships will not be considered which consist of a single presenter and the artist organizations that are being presented as part of its programming.
Applications will not be accepted from organizations incorporated under or operating primarily as religious institutions.
Applications will not be accepted from political organizations.
An organization may not be part of more than one collaborative application.
Priority will be given to applicants whose projects and core cultural programs are presented at a professional level. While the program may consider applications from organizations that work primarily with non-professional constituents, i.e. community-based work or the work of students, no more than one grant will be awarded to support projects focused in this area.
Previous collaborative marketing grantees are eligible to apply. The success of their previous project will be taken into consideration during review of the proposal.
Project Eligibility
Project-related activity must begin after September 15, 2007 and be completed by December 31, 2008.
Eligible expenses for grant funds include direct costs related to the development and implementation of the proposed marketing campaign. Marketing campaigns may include but are not limited to such activities as market research, mailing list development, design and production of printed materials, web design and programming, advertising (print, radio, television), publicity, branding, e-mail marketing, and extending special offers.
Marketing campaigns may promote existing events or programs of partner organizations or new events or programs.
Projects will not be considered which consist solely of a single form of promotional or marketing activity, i.e. ad placement, printed promotional piece, or web design.
Funding Restrictions
Under this program, funding is not available for:
Establishing a new organization
Cultural activities restricted to an organization’s membership
Payment for facilities, venue rental or purchase of equipment
Expenses incurred prior to or extending beyond the specified grant period
Production of exhibition catalogues, archival documentation, or printed programs
Hiring of additional salaried personnel; consultant fees are eligible
Organizational overhead
Award Amounts
Requests may be submitted for up to $25,000. LMCC anticipates that 3-5 grants will be awarded
Review Criteria
Appropriateness and feasibility of proposed marketing campaign to achieve stated goals
Quality of public programming and professional records of partner organizations
Anticipated impact of the marketing campaign on collaborating organizations’ visibility and audience development
Ability to track and measure the impact and results of the project
Depth of the collaboration and its potential to be replicated
Review Process
Applications will be reviewed by an outside panel of arts and marketing professionals who will make recommendations for support. During the proposal review period, LMCC may contact applicants to clarify information or pose further questions.
Applicants will receive written notification on the status of their proposals by September 7, 2007.
Grant Requirements
Grant recipients will be required to submit interim and final narrative and financial reports on their funded projects.
In addition, designated staff members from each partner organization will be expected to participate in one grantee workshop and meetings with a marketing strategist. Past grantees have benefited greatly from this assistance.
Application Deadline
Applications must be received (not postmarked) by standard or express mail service, messenger, or hand-delivery by 5 pm Tuesday, June 26, 2007.
Applications received after the deadline will be returned to the applicant. The program will not accept applications by electronic transmission (i.e., fax or email). Incomplete applications will not be considered.
Submit applications to:
Collaborative Marketing Grants
Lower Manhattan Cultural Council
125 Maiden Lane, 2nd Floor
New York, NY 10038
Application Instructions
Collaborative marketing grant proposals should include all information listed below in a single narrative format (except where specifically noted), with supporting materials attached as requested. Please use the application checklist to ensure that your proposal is complete. Incomplete submissions will not be considered.
Submit all information in the order provided below, on 8.5 x 11” paper, minimum 11- point font. Please do not staple your materials.
1. Completed Application Cover Sheet
Fill out and sign the Application Cover Sheet form.
2.Partner Contact Information
One (1) page list of core partner organizations, including complete contact information and the names of designated staff representatives on the project. Provide a list of any additional partners, e.g., local businesses.
3. Organizational Overviews
Brief descriptions of mission, history, and core programs of each partner organization (1 page maximum per organization).
4. Proposed Collaborative Marketing Campaign
Two (2) page description of proposed campaign and your reasons for undertaking it. Consider each organization’s current position and any shared goals you may have for increased visibility or audience development.
5. Statement of Project Goals
One (1) page statement of specific project goals and how outcomes will be measured.
6. Division of Labor
Description of how work will be divided among collaborative partners. We strongly suggest designating a portion of the project budget to hire a project manager. If a project manager is not proposed, please talk about how existing staff will carry out and share the work of the proposed project.
7. Project Timeline
One (1) page timeline of activities to be carried out as part of the project. If your campaign is linked to a specific event or program, please include significant production-related activities
8. Project Budget
Project budget for the collaborative marketing campaign, indicating specific use of LMCC funds, and including other secured and pending sources of income. If your project is linked to a specific event or program, please include all other expenses for that event or program.
9. Attachments
Please attach the following for each of the three core non-profit partner organizations:
a. Total organizational operating budget for the most recently completed fiscal year
b. Evidence of 501(c)(3) status: IRS determination letter
c. Up to three samples of recent printed marketing materials for each core partner. These items are recommended but not required.
