Joint Effort Marketing (JEM) Grant Program
The Joint Effort Marketing (JEM) Grant Program funds promotions or events for nonprofit organizations. The JEM grant has different categories to fit an organization’s needs. Each category reimburses Wisconsin nonprofit organizations for eligible promotional expenses.
Types of JEM Grants
Events
There are three types of JEM grants to support nonprofit events:
- New Event: This grant is for a nonprofit event that has never been previously held in the area. The intention must be to repeat the event regularly and it must be a project beyond the scope of daily operations. The maximum award is $39,550 per-year and three years of funding are available.
- Existing Event: This grant is for expanding the promotion of an existing nonprofit event. Expanding promotion can include a new geographic market, targeting a new demographic audience or promotion in a new medium. New markets, media and audiences should be chosen based on their potential to increase event attendance. The maximum award is $39,550 per year and two consecutive years of funding are available. An event that was funded as a New Event may not qualify for an Existing Event JEM Grant.
- One-Time/One-of-a-kind: This grant is to publicize a nonprofit event of major significance that has the potential to generate media coverage and attract travelers from throughout the Midwest, or beyond. The maximum award is $28,250 and funding is limited to one year.
Sales Promotion
- Sales Promotion: This grant is for a promotion that offers significant incentives for a limited period of time (usually 6-8 weeks) to persuade a targeted market to visit the area. Applications should include a list of participating businesses and the proposed incentives. The maximum award is $39,550 per year and two consecutive years of funding are available. A nonprofit organization can only apply for a new Sales Promotion JEM grant every three years.
Destination Marketing
Destination Marketing grants require collaboration among at least three municipalities or communities. There are two types of Destination Marketing grants available for nonprofit organizations:
- Destination Marketing Development: This grant supports research and development expenses that investigate how to increase visitor spending across at least three municipalities or communities. The research will help you discover what makes your destination unique and attractive to visitors in order to define a brand and focus a marketing strategy. It can also help you acquire data to measure the impact of the visitor on the local economy. The eligible award amount is $10,000 per municipality, with the maximum award being $39,550, and must not exceed 50% of the overall budget.
- Destination Marketing: This grant is for marketing and promotion initiatives that increase visitor spending across at least three municipalities or communities. This marketing option is designed to implement the research acquired in the Destination Marketing Development grant. The marketing initiatives should occur during the off-season when the region needs a boost in tourism business. The eligible award amount is $10,000 per municipality, with the maximum award being $39,550 for the project total.
Destination Marketing applications are reviewed twice each year.
JEM Guidelines
- The Department can reimburse up to 75% of a project’s first-year eligible promotional costs.
- For some categories, grant support is available for subsequent years (50% for the second year, 25% for the third year).
- The promotional plan must align with Travel Wisconsin’s current statewide marketing plan and target markets beyond the local area.
- Proceeds from the event advertised must go back into the event to make it self-sustaining. Events that are advertised as fundraisers are not eligible for JEM Grant funding.
- Organizations may not apply for JEM and Ready, Set, Go! Or Meetings Mean Business grants for the same project, during the same fiscal year.
- Applications must be submitted at least 90 days prior to the first day of expenditures using the grant funds; for example, if your first JEM funded expenditure is November 1, your application must be submitted by August 1.
How to Apply for a JEM Grant
- Contact your Tourism Development Specialist or Grant Manager for brainstorming and guidance.
- To apply for a JEM grant, go to grants.travelwisconsin.com.
- Review the application before you apply
- Destination Marketing Development JEM application
- Destination Marketing Year 1 JEM application
- Destination Marketing Year 2 and 3 JEM application
- Existing Event Year 1 JEM application
- Existing Event Year 2 JEM application
- New Event Year 1 JEM application
- New Event Year 2 and 3 JEM application
- One-time One-of-a-kind JEM application
- Sales Promotion Year 1 JEM application
- Sales Promotion Year 2 JEM application
If you’ve never used the electronic grant system, please contact the Grant Manager to set up your organizational account. See the Electronic Grant Program User Manual for additional instructions.
Grant Types |
Deadline |
|---|---|
| New Events Existing Events Sales Promotion One Time/One-of-a-kind Event |
February 1 |
| Destination Marketing | April 1 September 1 |
All applications are due by 11:59 p.m.
Guidance
The Tourism Development Specialists and Grant Manager are available to review grant applications before the final submission. To ensure the best JEM grant application possible, we offer feedback and support throughout the entire process. Reach out to us anytime for assistance to take advantage of our expertise.
Your Grants Contact
