Cooperative Marketing Grant Program

491 Old Santa Fe Trail, Santa Fe, New Mexico 87501
505-795-0108
Information ContactAndrea Lawrence
New Mexico Tourism Department
491 Old Santa Fe Trail, Santa Fe, New Mexico 87501
505-795-0108
Eligibility Counties Municipalities Indian Tribes and Pueblos Non-profit 501(c)3 Other
Other: Legal, non-profit tourism related organizationsType of Aid Cooperative Agreement
Program PurposeThe mission of the New Mexico Tourism Department (Department) is to make New Mexico a primary destination for venturesome travelers. The Cooperative Marketing Grant Program (Co-Op) offers an avenue for tourism-related, New Mexico non-profit organizations, local and tribal governments to attract visitors to their destinations, assets and events through advertising. Co-Op allows the aforementioned entities to align with New Mexico True, leveraging the success of the brand and its media buys and building on millions of cumulative brand impressions. Award funds can be used toward direct marketing costs such as print, digital, outdoor, broadcast and radio advertising, website development, enhancement and search engine optimization (SEO).
Deadline to ApplyApplication cycle opens in the spring and submission is due within 30 days.Visit www.newmexico.org/industry/work-together/grants/ for the most current information.
Eligibility DescriptionLegal, non-profit tourism related organizations; as designated by the Internal Revenue Service (IRS), and municipalities, counties and tribal governments within the State of New Mexico that promote New Mexico as a visitor destination are eligible to apply.
Not Eligible: Institutions of higher education, private sector or for-profit entities and non-profit organizations with missions unrelated to tourism and Department goals or whose designation is determined solely by the New Mexico Corporation Commission. Designation must be from the IRS with a 501(c) status.
Special ConditionsMatch Requirement: A dollar-to-dollar match will be paid to media sources on grant recipient's behalf (or directly to entity in the event reimbursement is appropriate) for documented, eligible, verifiable cash expenditures up to the total grant award.
Direct marketing costs include but are not limited to: media placement, website development, enhancements and SEO, influencer projects and tradeshow-related expenses. Any expenses matched fully or partially by the Department must incorporate New Mexico True branding and design elements as defined in the brand book guidelines available in the Asset Library at media.nmtourism.org and must be submitted for review and gain approval prior to placement. All media must reach beyond a 60-mile radius of the primary applicant's location. Please refer to the Cooperative Marketing page of the Work Together section of the Department's Industry Partners website at newmexico.org/industry for supporting documents including FAQ's, requirements, eligible/ineligible expenses.
Range of Awards–Eligible entities are encouraged to collaborate with other entities and leverage funds from private sector partnerships. Applicants may apply for up to $50,000 in matching grant funds. Actual awards may not meet requested amounts. Individual items listed on the expenditure section may be specifically identified for funding while others may be eliminated in part or entirely at the discretion of the evaluation committee. Several factors are used in determining the final award amount to each applicant; not every applicant will be funded. Factors include but are not limited to: available funding, scale and scope of campaign, relevance to the Department's mission and the evaluation score of the proposal submitted.
Funding Cycle – Duration–The intent of the program is to have all agreements effective July 1 and terminate June 30 of the following year. To be eligible for reimbursement, commitments and eligible expenses must occur only after the agreement has been fully executed and its effective date, and prior to May 31 of the termination year.
Source of Funds–Funding for the Cooperative Marketing Grant Program is contingent upon annual budgetary approval made by the New Mexico State Legislature and is subject to change at any time.
Application ProcessDeadline–Application cycle opens each spring. Workshop(s), virtual or in-person, are held in conjunction with the opening date. Submission deadline is usually within 30 days of opening.
How to Apply–Visit the Cooperative Marketing page on our Industry Partners website: https://www.newmexico.org/industry/work-together/grants/co-op-marketing. Interested parties should ensure eligibility status, thoroughly read the guidelines and all requirements prior to actually beginning the application process. Guidelines are revised annually. The online application can be reached from the Department's Industry Partners website.
Selection Criteria & Decision Authority–Proposal details: The proposal process is conducted online; paper submissions will not be considered.The online proposal should clearly bring to life the New Mexico True brand essence of "Adventure steeped in culture." Evaluation criteria may include but are not limited to factors such as campaign goals, target market, call to action, brand integration, tactics and strategies, details of budgeted investment plans and measurement tools.
Related ProgramsOrganizations are encouraged to research their respective lodgers' tax organizations to request funding for promotion and advertising efforts on behalf of their communities. They are also encouraged to seek out, collaborate and partner with established national, state, local and private organizations, for example community-based Keep American Beautiful affiliate programs, Arts and Cultural Districts, Arts Councils, and Community Foundation entities. The New Mexico Economic Development Department and the Department of Cultural Affairs currently operate these and other programs that may be leveraged for mutual support and greater success.
Frequently Asked Questions:Definitions
The following is a list of terms and clarifications solely for the purpose of this solicitation.
Adventure Steeped in Culture – The Brand Essence of New Mexico True…
The underlying theme that drives every effort of the Tourism Department underscores every aspect of travel in New Mexico as a cultural adventure, whether related to visual or performing arts, tasting local flavors, participating in an event, striking out on an outdoor adventure, or any of the myriad other opportunities our state has to offer.
Multiculturalism defines adventures here. For example, our venturesome travelers visit Native pueblos and interact with residents; attend Hispanic events, see traditional santero artwork and foods being made; explore ghost towns and working ranches; learn about adobe, territorial and Earthship architecture; seek tranquility and wellbeing.All of these cultural activities fit into the boundaries of our state and offer more complex adventures than visitors find elsewhere. The Land of Enchantment boasts some of nature's most beautiful natural phenomena, like White Sands National Monument, the Taos Gorge and Carlsbad Caverns National Park, and three World UNESCO Heritage Sites.
The Department challenges its Cooperative Marketing grant recipients to evaluate their assets in relation to our brand essence and create marketing messages with arresting images, thought provoking language and irresistible appeal that motivates potential visitors, showing them New Mexico is about more than what they can see, it's about taking sightseeing to the next level by encouraging and offering "sight-doing" and memorable experiences.
Asset Library Brand assets such as logos, templates, images, fonts and colors found at media.nmtourism.org and made available for entity use. Ad Focus Form and Ad Submittal process are also accessed here.
Collaborative Effort A complementary campaign between two or more entities within a geographic area/region, industry or theme agreeing to cooperatively advertise, market, or promote an area, activity(ies) or event(s).
Creative Requirements: Grant recipients must utilize an established, approved template for an "eligible cost" to be matched. All creative MUST be submitted to the asset library and approved PRIOR to placement.The final product MUST meet or exceed the creative requirements detailed within the Ad Builder Guidebook found at media.nmtourism.org. The approval date and associated identification number will be referenced and verified. If the approval process was not followed correctly, done after the fact, or deemed unsatisfactory in any other way, the expense will not be considered eligible for matching funds.
Destination An established location or venue, open to the public on a continuous basis
Eligible Costs Direct Marketing costs including but not limited to: media placement, influencer campaigns, website development and optimization. All media must reach beyond a 60-mile radius of the primary applicant's location. Refer to the Eligible/Ineligible cost list found online at newmexico.org/industry. Please contact the NM Tourism Department's Cooperative Marketing Grant Program directly if further clarification is needed.
Entity: Non-profit tourism related organizations, local and tribal governments located in New Mexico. Legally designated non-profit tourism related organizations. State of New Mexico designation is not acceptable. Proof of non-profit designation is required; provide a copy of the status letter from the IRS with the submitted application. The applying entity MUST have the objective of marketing their destination, assets, attractions and events to bring visitors from beyond a 60-mile radius of their primary location.
Event An organized function open to the public.
Fiscal Agent One entity participating in the collaboration must serve as the financial source and liaison in the proposal process as well as in the subsequent agreement process. The fiscal agent will be the entity with which the Department enters into an agreement and ultimately the party responsible for expending award funds and submitting proper and complete documentation that supports its eligible, approved, verified expenses.
Fully executed agreement: One that has been signed by an authorized representative of the awarded entity, the NM Taxation and Revenue Department and by the NM Tourism Department. Management of the signature process is the responsibility of the Tourism Department. The agreement is fully in effect and binding to the terms and conditions indicated within.
Marketing Plan: A document (or collection of) that identifies the mission, goals and objectives of the applying entity along with its defined target market(s), advertising goals and objectives and implementation methods defining how the target market(s) will be reached and success measured.
Match Requirement: All grant recipients will be matched for eligible cash expenditures at 50% up to the total grant award. For example, if this entity is awarded $2,000 the entity agrees to expend a minimum of $4,000 cash in defined eligible costs. For every $1 awarded, the entity agrees to expend 2x the awarded amount in eligible costs resulting in a 2:1 match.
New Mexico True The brand of New Mexico. Its brand essence, "Adventure steeped in culture," mission, strategic planks and marketing plan along with industry research are used to evaluate opportunities and guide decision-making processes.
Partnerships: Entities including, but not limited to local government, civic and private entities that will assist in achieving the mission, goals and objectives of the applicant. Partners may contribute financially, in-kind or through other means. A list of partners is requested in the application and may evolve. Applicants are highly encouraged to collaborate and partner with established national, state and local organizations such as Keep American Beautiful affiliate programs, Arts and Cultural Districts, Arts Councils, local New Mexico MainStreet and Historic Preservation entities through New Mexico Economic Development Department and the Department of Cultural Affairs.
Payments Department will disburse grant recipients' award funds only after the following conditions have been met: funds awarded, agreements fully executed, proof of ad approval and placement, and where necessary, proof of payment.
Projected Expenditures: All costs anticipated with implementing the promotional effort. The list must contain all eligible costs expected to be submitted and may contain additional costs above and beyond what the entity plans to claim as part of its grant award funds. Note that individual items listed on the expenditure table may be identified for funding and separated from other line items that may be eliminated from funding at the discretion of the evaluation committee. Projected expenditures listed must total at least twice the amount requested to reflect the 50% match requirement.
Sponsored Entity: One that is submitting a proposal through the use of a fiscal agent, utilizing their eligibility and/or non-profit status.
Tourism Umbrella Organization An established organization that meets eligibility requirements of this grant and represents an established group of entities in the tourism sector, representing, for example, a specific industry or geographic area. Examples of this type of organization are: Ski New Mexico, New Mexico Bed and Breakfast Association or Old Town Merchants Association. The proposed marketing effort must be focused on an event or destination advertising, NOT on promoting the umbrella organization.
Tracking and Impact Report A mandatory end of year summary detailing where awarded grant funds were spent, quantitative information demonstrating success or progress made toward reaching previously stated goals.Data may be shared in part or in aggregate as a means to generate a cost/benefit analysis. A complete Tracking and Impact Report must be submitted within ten days of the close of the fiscal year for entity to remain in good standing. Failure to submit the report may impact future proposals.
Venturesome Traveler The psychographic profile of the Department's target market: those who have an adventurous spirit and a thirst for authenticity
Visitor: Someone who travels greater than 60 miles to the destination (attraction or event).
W9 DFA Substitute Form: Issued by the New Mexico Department of Finance and Administration, the "Substitute W9 Form" form MUST be uploaded with all applications. The form is used to create or update a vendor file unique to each awarded entity. This form must be submitted for any entity that is not a current vendor with the State of New Mexico. Use of any other W9 form is NOT acceptable and will deem the application unacceptable.
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