Marketing & Promotion Grants
Museum of Chinese in America’s Lunar New Year Flower Market, a Collaborative Marketing Grantee / photo Kristin Hokoyama
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 have been in particular need of support through broader marketing initiatives.
LMCC’s Marketing & Promotion Grants were designed to enable new marketing and promotional activities by cultural organizations in order to expand audiences and increase visibility. Grants were offered in two tiers:
- Collaborative Marketing Grants of up to $30,000 for campaigns by cultural organizations working in partnership to market their events and programs, share audiences, and leverage resources
- Promotion Grants of up to $12,000 to support new promotional efforts by small cultural organizations
With the support of American Express, we paired our grant dollars with workshops and one-on-one meetings with marketing strategist Donna Walker-Kuhne to help grantees maximize resources and realize their goals.
Over three grant cycles the program awarded 15 Collaborative Marketing Grants totaling $300,000, 29 Promotion Grants totaling $214,500, and invested $33,000 in technical assistance provided by Walker International Communications, Fluency and Artisin, LLC.
For more information on the Downtown Cultural Grants Initiative, including grantees and program highlights, please read our report, Recovery and Growth in the Downtown Cultural Sector.