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 Promotion Grants Request for Proposals
Roulette Intermedium, 2006 Promotion Grantee
Deadline: 5PM, Tuesday, June 26, 2007
Info Session: Tuesday, April 24 at 4PM
You Don’t Have to Be Big to Think Big: Promotional Strategies for Small Arts Organizations Breakfast and discussion moderated by marketing consultant Donna Walker-Kuhne Friday, May 25 at 10AM
LMCC Promotion grantees H.T. Dance Company and Soho Rep, represented by guest speakers Dian Dong and Alexandra Conley, explain how they took significant steps ranging from program-specific marketing and outreach efforts to full-scale organizational rebranding efforts. What could your organization do? The second half of this session will be in workshop format, focusing on ways to market and promote the arts.
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.
Promotion of events and programs is critical to the survival and growth of any cultural organization. Faced with loss of audience share and increasing competition for attention during Lower Manhattan’s redevelopment process, small cultural organizations are in particular need of support for promotional efforts to ensure their long-term viability.
This program is made possible by the September 11th Fund and early support from American Express.
General Program Description
LMCC will provide direct grants of up to $12,000 to support new promotional efforts by Lower Manhattan-based cultural organizations with annual budgets of $1 million or less. Proposed promotional projects can be for specific events or for the organization itself. Particular emphasis in this area will be towards supporting small cultural organizations working to establish a greater public profile and develop their audiences.
We seek proposals for promotional efforts that will create a significant impact. This may include new promotional efforts designed to raise public awareness of the applicant organization, generate foot traffic, or target new audiences. We will also support marketing of existing or new events and/or programs.
Proposed projects must have clearly articulated goals and measurable outcomes.
Program Goals
To foster a vibrant, diverse cultural community that will serve as a cornerstone for economic development and connect residents, workers and tourists to new artistic and cultural experiences.
To enable small cultural organizations in Lower Manhattan to benefit from outreach and marketing techniques designed to raise visibility and reach new audiences.
To help small cultural organizations plan for and implement marketing strategies for long-term viability.
Applicant Eligibility
Applications will be accepted from 501(c)(3) non-profit organizations with an annual operating budget of $1 million or less, or from collectives or arts groups with a 501(c)(3) fiscal sponsor.
Applications will not be accepted from individuals.
Applicant organizations must have a primary mission to present cultural programming or to create works that are regularly presented in public venues.
Applicant organizations 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.
Applicant organizations must have been in existence for at least three years.
Applications will not be accepted from organizations that have submitted proposals to support the same project through LMCC’s Collaborative Marketing Program.
Applications will not be accepted from organizations incorporated under or operating primarily as religious institutions.
Applications will not be accepted from political organizations.
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. presenting or creating events or programs featuring community-based work or the work of students, no more than two grants will be awarded to support projects focused in this area.
Project Eligibility
Project-related activity must begin after September 15, 2007 and be completed within a 12-month period.
Eligible expenses for grant funds include direct costs related to the development and implementation of new promotional efforts. Promotional activities may include but are not limited to market research, mailing list development, design and production of printed materials, web design and programming, podcasts, advertising (print, radio, television), branding, publicity, extending special offers, and grassroots outreach activities.
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 an eligible expense
Organizational overhead
Award Amounts
Requests may be submitted for up to $12,000; support will generally range from $5,000 to $10,000. LMCC anticipates that 8-10 grants will be awarded.
Review Criteria
Appropriateness and feasibility of proposed promotional efforts to achieve stated goals
Quality of public programming and professional record of applicant organization
Anticipated impact of promotional efforts on applicant’s visibility and audience development
Potential for long-term impact on the organization
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.
Application Deadline
Applications must be received (not postmarked) by standard or express mail service, messenger, or hand delivery by 5 pm on 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:
Promotion Grant Program
Lower Manhattan Cultural Council
125 Maiden Lane, 2nd Floor
New York, NY 10038
Application Instructions
Promotion grant proposals should include all information 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 1/2” 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.
2. Organizational Overview One (1) page description of the mission, history, and core programs of applicant organization or collective.
3.Proposed Promotion Project Two (2) page description of proposed promotional project and your reasons for undertaking it. Consider your organization’s current position and any goals you may have for increased visibility or audience development.
4. Statement of Project Goals One (1) page statement of specific project goals (e.g., sold-out performance run) and how outcomes will be measured.
5. Project Timeline One (1) page timeline of activities to be carried out as part of the project. If your project is linked to a specific event or program, please include significant production-related activities.
6. Project Budget
Project budget for the proposed promotion project, 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.
7. Attachments
Please attach one copy of each of the following:
a. Total organizational operating budget reflecting income and expenses for the most recently completed fiscal year.
b. Current IRS determination letter indicating tax-exempt 501(c)(3) status. Fiscally sponsored arts groups or collectives should submit a letter of support from their fiscal sponsor along with the sponsor’s current IRS determination letter.
c. Up to two samples of recent printed marketing materials, if available.
