Joint Effort Marketing (JEM) Grant Program: Destination Marketing

Joint Effort Marketing (JEM) Grant Program: Destination Marketing

Status: ACTIVE
Funder: Travel Wisconsin
Amount: Up to US $39,550
Last Updated: February 12, 2026

Summary

The Joint Effort Marketing (JEM) Grant Program supports collaborative marketing initiatives to enhance tourism in Wisconsin. By partnering at least three municipalities, projects can access funding for promotional activities, research, and strategic marketing efforts. The program is designed to boost local economies through increased visitor traffic and job creation. Nonprofits can apply for grants to cover up to 75% of eligible costs, with a maximum award of $10,000 per municipality, fostering impactful tourism campaigns.

Overview

NOTE: All JEM applications must be submitted at least 90 days prior to the first day of advertising that will be paid using JEM funds. About Us Wisconsin’s smallest cabinet agency makes a tremendous impact. At one half of one percent of the state budget and one half of one percent of the state workforce, the Department of Tourism markets Wisconsin as one of America’s premier travel destinations under the brand name Travel Wisconsin, supporting an industry that makes up more than 7 percent of the state’s gross domestic product. The team at Travel Wisconsin is honored to be joined by the Wisconsin Council on Tourism, our committee members and our industry partners to maintain tourism’s ranking as a top Wisconsin industry. Joint Effort Marketing (JEM) Grant Program The Joint Effort Marketing (JEM) Grant Program offers funding to make a promotion or event come to fruition. The grant reimburses Wisconsin nonprofit organizations for qualified promotional costs. There are five categories of JEM grants. Destination Marketing Projects must include a partnership of at least three municipalities or communities who all benefit from increasing visitor expenditures. There are two facets within this grant: a development option and marketing option. The Development Option provides financial resources to commission or purchase research. Qualifying research includes:Discovering a region’s differentiation qualities in order to define a brand and focus a marketing strategy.Securing data to measure the impact of the visitor on the local economy.The Marketing Option funds efforts that apply previous research. The campaign time frame should occur during the off-season or when the region needs tourism business. Why You Should Apply A JEM grant is often a catalyst for communities, giving them the means to make an impact on their economy and create jobs for its residents. It could be just the thing to bring an idea to life.

Eligibility

You can learn more about this opportunity by visiting the funder's website. To be funded, projects must show that they will generate an increase in visitors and make a positive economic impact in the local area.Projects should also be able to show impact of additional leverage such as earned media, job creation, sponsorships, etc.Destination Marketing:Intended to support the unearthing of a region’s differentiating qualities and/or subsequent marketing efforts to promote tourism that reflect the research outcomes.Projects must create a partnership of at least 3 municipalities that work together to promote the area. Signed commitment letters should be included in application. Should be during “off-season” or when the region needs tourism business Subsequent year request should include references to previous year’s research/resultsCan be used to attract meetings and conventions, motor coach or group travel to areaThere are two options for Destination Marketing: Development and Marketing.Development Option:First year destination marketing projects supports professional marketing research 50% of funds are paid after signed contract is returned and a signed agreement between organization and research vendor is submittedThe following 50% of the JEM reimbursement will be paid upon the Department’s receipt and review of the research deliverablesQualifying research includes discovering a region’s differentiating qualities to define a brand, focus a marketing strategy and secure data that measures the impact of visitors on the local economyThe independent third party vendor must be able to demonstrate that they have the capability to conduct in-depth research. Their proposal should be included in the application and show the following elements:Project Objective – Are you looking to unearth your brand or revise and existing brand? Why? What have you learned from past advertising and research?Strategic Planning – How will you evaluate the current knowledge base? How will key stakeholders participate and have a voice in the process? Process examples include SWOT analysis, visioning exercises, needs assessment, competitive analysis, etc.Baseline Data Analysis – Identify the metrics that will be used to measure success of the marketing efforts that will follow the research, as well as the method and timing for establishing the baseline during Year 1.Qualitative Research – Detailed outline of how you will collect input from current and potential customers on perceptions and possible insights about your destination.Quantitative Research – Detailed outline of how you will measure the actual dollars and numbers of people.Evaluation must include:Documented notes from Strategic Planning SessionsAll baseline data, including Longwoods InternationalTourism Economics or similar economic impact studiesOutcomes for qualitative & quantitative researchCase statement that identifies area’s points-of- difference & points-of-parity, defined target market and audience, future strategies using this information, economic impact and tracking planA two or three page executive summary of these accomplishmentsMarketing Option:Funds advertising efforts that apply the research outcomesStrategic planning research must be current (within the past 2-3 years)If using own research (not done by outside vendor) application must include a statement discussing area’s points-of-difference & points-of-parity, target markets and how organization has translated the research outcomes into actionable marketing effortsCan be a digital/technology project creating a digital changeExamples of eligible JEM promotional expenses include: e-mail marketing campaigns, magazines, newspapers, radio, TV, internet, direct mail, PR/media kits, and billboards.The maximum eligible award is up to $10,000 per municipality, or $39,550 for the project total.The Department can reimburse up to 75 percent of a project’s first year eligible promotional costs (but no more than 50% of the total budget), 50% in year two and 25% in year three.The Development Option is only available for 1 year.The Marketing Option is available for 3 years.Year 2 and year 3 applications will not be reviewed before previous years evaluation has been submitted.Reimbursement will be made based on submittal of receipted vouchers of promotional expenses and matching funds. Final 10% of award dollars will not be released until final evaluation has been submitted. The advertising plan must be consistent with the current statewide marketing plan and target markets beyond the local area. We encourage projects that are creative and beyond the scope of what are normally offered by the organization. Advertising produced using JEM funding must acknowledge the financial support of the Wisconsin Department of Tourism. This is most often accomplished by including the Travel Wisconsin logo on print/electronic marketing.

Ineligibility

Examples of expenses JEM will not reimburse: operational costs (staff salaries, travel costs, facility rental, insurance, etc.), local advertising, posters and flyers that are not direct-mailed or street banners.