Juneau County EDC and Greater Mauston JEM Grant Proposal 2016
Greater Mauston JEM Grant
The Juneau County EDC, the Mauston Room Tax Committee and Social Energizer, LLC are seeking a $40,000 JEM (Joint Effort Marketing) Grant from the Wisconsin Department of Tourism to support a 2016 tourism campaign to promote the Greater Mauston region. We are seeking the support and involvement of at least two partners to join with Mauston in this campaign, designed to stimulate tourism not only in Mauston but also throughout Juneau County.
In 2015, Social Energizer, working closely with the Mauston Room Tax Committee, focused on creating the Greater Mauston brand and doing the preliminary work on promoting that brand in order to draw more visitors to the area.
Basic building blocks included working with community leaders to uncover the area’s strengths and weaknesses as a destination, creating the infrastructure for a regional approach to tourism, social media basics, state-co-op advertising and a wave of seasonal surveys to better understand the area’s brand through the eyes of the visitors. At the same time, marketing opportunities, especially digital channels, were established or enhanced and used to promote messaging that was built on the brand.
Greater Mauston Brand:
Mauston’s brand is based on the outdoors and on the recreational and leisure activities that can be easily accessed using Mauston as the hub. Mauston’s differentiating appeal revolves around it being a strategic location for families, couples and extended families to enjoy the water-based assets in the area, including two large lakes and a river, and participate in many outdoor activities such as biking and hiking, horseback riding, snowmobiling, and family/youth sports. Unique wildlife viewing can be found throughout the area, in any season, with special opportunities to be found at Necedah Wildlife Refuge. Camping can be found nearby at New Lisbon, Buckhorn State Park and various other campgrounds. Castle Rock Lake and Petenwell Lakes offer superior opportunities for boating and fishing.
Reinforced by the surveys of visitors, we created visual and text messaging built around:
Greater Mauston Finds You … Naturally Connected was used as the main brand message.
2016 JEM Grant
In 2016, we are building upon the relationships and survey research from 2015 to seek a Joint Effort Marketing (JEM) Destination Grant from Wisconsin to promote the Greater Mauston area.
We are seeking partners for this late spring/early summer campaign to join with Mauston and the Juneau County EDC. To receive full benefits from the grant, 4 participating communities or organizations are required. Partnerships may be scaled to include a variety of ways for partners to participate. (Please contact Lynn Rasmussen, Social Energizer at 920-450-5559 or by email [email protected] for more information).
More detailed campaign information will be forthcoming after the application has been accepted by the state. The campaign will be scaled based on funding and committed partners. Support will be sought in a variety of forms, including in-kind time/materials, revenue or a mixture of both.
We are hoping you will join us in supporting this first major step in tourism promotion and in stimulating the kind of regional tourism growth that we know is possible.