A unique marketing partnership with New Mexico's largest dairy producer is deepening the pockets of UNM's athletic scholarship program and helping promote the University's fund-raising organization.
In its fourth year, an advertising promotion deal with Creamland Dairies raised more than $15,000 for UNM athletic scholarships this year alone. All told, the partnership has garnered the University more than $65,000, said Jada Lucey-Martinez, executive director of the Lobo Club, the organization in charge of ensuring the livelihood of UNM's scholarship programs.
"Creamland's been a tremendous supporter of UNM athletics for many years," she said. "I couldn't be happier with how this partnership has turned out."
Through the deal, the Lobos' logo graces the side panel of Creamland milk cartons. The cartons also feature a picture of the teams' mascots, Louie and Lucy Lobo, and promote the University's varsity sports teams, Lucey-Martinez said.
The specialized cartons are distributed throughout the state, helping UNM reach possible fans and donors in ways not possible before, she said.
Lucey-Martinez said as far as she knows, this is the only program of its kind in the country.
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Creamland donates portions of the proceeds from every half gallon of milk it sells to the Lobo Club, which uses the money to support the University's many athletics programs.
UNM supports more than 500 athletes on scholarships. Lucey-Martinez said the money raised through the Creamland deal goes to books, tuition and housing.
The promotions, which last about three weeks twice a year, have become vital in supplementing the University's scholarship program, she said, helping both UNM and Creamland expand into new markets of advertising.
"It's a win-win situation," she said. "It helps us to promote our programs, and we do our part to make sure Creamland benefits as well."
Those benefits come in the form of mentioning the company over the public address system during basketball games and in news releases, radio spots, e-mails and direct mailings to University donors.
Howard Miller, Creamland's general manager, said he's seen nothing but positive results from his company's teaming up with UNM, and he plans on not only continuing the program into the future, but building on it.
"We have been able to increase the amount of time we distribute the UNM milk cartons each year because of how well the public has taken to them," Miller said.
The idea for the partnership originally came from a former general manager of Creamland Dairies who sits on the Lobo Club's Board of Directors, he said.
"It really shows how two completely different organizations can both benefit when they put their heads together, " Miller said.
