Joint Effort Marketing Grant Program

The Joint Effort Marketing Grant Program is administered by the Wisconsin Department of Tourism to support nonprofit organizations in promoting tourism across the state. The program operates as a partnership funding initiative, providing reimbursement-based financial assistance to eligible organizations for marketing and promotional efforts that are designed to increase visitation and economic impact. The program is grounded in state statutes and administrative rules and is funded annually with approximately 1.13 million dollars to support tourism development initiatives. Its overarching goal is to enhance Wisconsin’s visibility as a travel destination while encouraging projects that extend beyond routine organizational activities and target audiences outside the local community. The program offers multiple grant categories to accommodate different types of tourism promotion projects. These include New Event, Existing Event, One Time or One of a Kind Event, Sales Promotion, and Destination Marketing grants. Each category is tailored to a specific purpose, such as launching new recurring events, expanding marketing for established events, promoting limited time sales incentives, or supporting collaborative regional tourism campaigns. Destination Marketing grants require partnerships among at least three municipalities and are divided into development and implementation phases, with the development phase focusing on research and branding and the implementation phase focusing on executing marketing strategies. Funding through the program is structured as a reimbursement model. In the first year, the Department of Tourism may reimburse up to 75 percent of eligible promotional costs, although this reimbursement cannot exceed 50 percent of the total project budget. For projects that extend beyond one year, second year funding may reimburse up to 50 percent of promotional costs, and third year funding may reimburse up to 25 percent. The program establishes maximum award amounts depending on the grant category, with most categories capped at 39,550 dollars per year and one time event grants capped at 28,250 dollars. Destination Marketing Development grants are additionally limited to 10,000 dollars per municipality and must not exceed 50 percent of the overall project budget. Eligible expenses are strictly limited to promotional activities such as digital marketing, print media, broadcast advertising, influencer campaigns, and public relations efforts. Operational costs including salaries, travel, facility rentals, and insurance are not eligible for reimbursement. Projects must demonstrate the potential to increase visitor numbers and generate measurable economic impact. Additionally, promotional efforts must align with the statewide marketing plan and focus on attracting visitors from outside the immediate local area. Events funded through the program must reinvest proceeds back into the event to ensure long term sustainability, and fundraising events are not eligible. Eligibility for the program is limited to nonprofit organizations located in Wisconsin. Applicants must demonstrate the capacity to manage the proposed project and comply with program requirements, including collaboration for certain grant types. Organizations are prohibited from applying for multiple state tourism grants for the same project within the same fiscal year. The application process requires submission through an online grants portal and includes detailed project descriptions, marketing plans, budgets, economic impact projections, and supporting documentation such as letters of support and vendor proposals when applicable. Applications must be submitted at least 90 days prior to the first planned expenditure using grant funds, regardless of the standard deadline schedule. The program operates on recurring deadlines throughout the year, with most grant categories reviewed four times annually and destination marketing applications reviewed twice annually. All submissions must be completed by 11:59 PM on the stated deadline dates. Applications are evaluated based on their potential economic impact, alignment with marketing goals, creativity, and the strength of the promotional strategy. Awardees are required to submit evaluations and reports documenting outcomes, including economic impact and marketing performance, before final reimbursement payments are released. Applicants are encouraged to consult with Tourism Development Specialists or the program’s Grant Manager during the planning and application process. The primary contact for the program is Heidi Schultz, who serves as Grant and Database Manager and can be reached by phone or email for guidance. Additional resources, including application forms and instructional materials, are available through the official grant portal. The program is offered on a recurring basis each year, providing ongoing opportunities for nonprofit organizations to develop and expand tourism marketing initiatives across Wisconsin.

Ensure alignment with statewide marketing plan focus on attracting non local visitors demonstrate measurable economic impact include detailed promotional strategy and clear target markets