Joint Effort Marketing Grant Program

The Joint Effort Marketing Grant Program is administered by the Wisconsin Department of Tourism to provide partnership funding that supports nonprofit organizations in promoting tourism throughout Wisconsin. The program operates under state statutes and administrative rules and is designed to stimulate economic impact by increasing visitation and traveler spending. With an annual program budget of approximately $1.13 million, the initiative supports a range of marketing activities that expand awareness of destinations, events, and regional tourism offerings. The program emphasizes collaboration, innovation, and alignment with the statewide marketing strategy to ensure funded projects contribute to Wisconsin’s broader tourism goals. The primary objective of the program is to fund marketing initiatives that attract visitors from outside local areas and generate measurable economic benefits. Eligible projects must demonstrate the ability to increase visitor numbers and contribute positively to local economies. The program supports several categories including new events, existing events, one-time or one-of-a-kind events, sales promotions, and destination marketing initiatives. Each category has distinct requirements but shares a common goal of enhancing tourism visibility and encouraging travel to Wisconsin communities. Projects must be beyond routine organizational operations and should reflect creative approaches to promotion. Funding is provided on a reimbursement basis for eligible promotional expenses such as digital advertising, print media, broadcast media, influencer marketing, and public relations campaigns. The program explicitly excludes operational costs such as salaries, travel expenses, and facility rentals. Reimbursement rates vary by year, with up to 75 percent of eligible promotional costs covered in the first year, 50 percent in the second year, and 25 percent in the third year for qualifying multi-year projects. Certain categories also include caps on total funding, generally up to $39,550 per year, with a lower cap of $28,250 for one-time events. Destination marketing development grants are limited to $10,000 per municipality and cannot exceed 50 percent of the total project budget. Eligibility is restricted to nonprofit organizations operating within Wisconsin. Projects must target audiences outside the local area and align with the Travel Wisconsin statewide marketing plan. Additional requirements include reinvesting event proceeds into sustaining the event and ensuring that projects are not solely fundraising efforts. For destination marketing grants, applicants must demonstrate collaboration across at least three municipalities or communities, supported by letters of partnership. Applicants are also required to show how their initiatives will generate measurable tourism outcomes, including increased visitor spending and economic impact. The application process requires submission through an online grant portal. Applicants must prepare detailed project descriptions, promotional plans, budgets, and economic impact projections. Required components include organizational information, project timelines, marketing strategies, and evaluation plans. Applicants are encouraged to consult with Tourism Development Specialists or grant managers prior to submission for guidance and feedback. All applications must be submitted at least 90 days before the first planned promotional expenditure, regardless of the standard deadline schedule. Applications are reviewed according to established deadlines throughout the year. For event-based and sales promotion grants, deadlines occur multiple times annually, specifically February 1, April 1, August 1, and November 1. Destination marketing applications are reviewed twice annually, with deadlines on April 1 and September 1. All submissions must be completed by 11:59 p.m. on the deadline date. Applications are evaluated based on their potential to increase visitation, alignment with strategic goals, and ability to demonstrate measurable outcomes. Final award disbursement is contingent upon submission of required evaluation reports, including economic impact analyses and documentation of promotional activities. The program operates on a recurring basis with multiple application cycles each year, allowing organizations to plan and refine their proposals over time. Successful applicants are expected to complete post-project evaluations and provide documentation demonstrating the effectiveness of their marketing efforts. These evaluations are required for continued funding in subsequent years and for the release of final reimbursement funds. Through its structured yet flexible framework, the Joint Effort Marketing Grant Program supports sustained tourism growth and fosters collaboration across Wisconsin communities.

Align proposals with statewide marketing plan; demonstrate measurable economic impact; target audiences beyond local markets; include strong data and partnerships for destination marketing