ALGOMA – The Algoma Area Chamber of Commerce is launching a new Marketing Expansion Grant (MEG) program designed to help local businesses, nonprofits, community organizations and other event producers expand their digital marketing efforts and attract visitors from outside the Algoma area.

The one-time grant provides up to $650 in reimbursement for eligible marketing expenses associated with a qualifying event. The program is specifically designed to support new or expanded digital marketing efforts that reach audiences beyond Algoma and have the potential to generate additional attendance and overnight lodging stays.

“Algoma has a tremendous variety of events, and many of them have the potential to draw visitors from well beyond our immediate area,” said Bradley Kautenburg, executive director of the Algoma Area Chamber of Commerce. “The Marketing Expansion Grant is intended to help event organizers take that next step — reaching new audiences, bringing new visitors to Algoma and ultimately creating more overnight stays for our local lodging businesses.”

Supporting events that bring new visitors to Algoma

To qualify for the MEG program, an event must be reasonably expected to attract at least 20 people to the Algoma area who would not otherwise travel to Algoma for the event.

Qualifying events must primarily take place within the City of Algoma or strongly encourage guests to stay at Algoma lodging businesses. Marketing efforts must also represent a new or expanded effort to reach audiences outside the Algoma area, with a primary target audience located 40 miles or more from Algoma.
Marketing efforts directed toward the Door and Brown County areas may also qualify when those geographic areas are not already part of the event’s existing marketing efforts.

Eligible marketing activities may include:

• Digital advertising

• Social media advertising

• Online display advertising

• Search engine advertising

• Targeted email campaigns

• Other digital marketing efforts designed to reach potential visitors outside the Algoma area

The program is intended to fund incremental marketing activity, rather than reimburse routine advertising or existing marketing expenses.

Open to chamber members and non-members

The MEG program is open to businesses, nonprofit organizations, community organizations and other entities, regardless of chamber membership, that are involved in planning or producing a qualifying event.

Applicants are encouraged to submit their applications before beginning their marketing campaign. The chamber’s Tourism and Promotion Committee will review applications and determine whether the event and proposed marketing efforts meet the program requirements.

Pre-approval may be provided before an event takes place, allowing organizers to know whether their proposed marketing effort qualifies. However, applicants must still provide receipts or invoices documenting actual eligible expenses before reimbursement can be issued.

Up to $650 available

The maximum reimbursement under the program is $650 per qualifying event, with funding subject to availability. One award will be issued per calendar year.

Applicants will be asked to provide information about their event, participating partners, proposed marketing campaign and anticipated audience. Following the campaign, applicants may also be asked to provide available performance information such as geographic reach, impressions, clicks, engagement, website visits and other campaign metrics.

The chamber will use this information to help evaluate the program’s effectiveness in expanding the reach of Algoma events and attracting new visitors to the community.

“The goal is straightforward,” said Kautenburg. “We want to help event organizers reach people who aren’t already coming to Algoma. If we can help an event connect with a new audience and turn those marketing efforts into visitors and overnight stays, that’s a win for the event, for our lodging businesses and for the Algoma community as a whole.”

Organizations interested in applying for the Marketing Expansion Grant can obtain the complete program guidelines and application from the Algoma Area Chamber of Commerce.

For additional information about the Marketing Expansion Grant or to apply, visit www.visitalgomawi.com/chamber/algomatourism.