(2)    Eligibility. Any public or private organization not organized or incorporated for profit, including a tribal organization of a federally recognized American Indian tribe or band in this state, and any elected governing body of a federally recognized American Indian tribe or band in this state may apply to the department for joint effort marketing funds under this section. Prior to applying for such funds, each prospective applicant shall have submitted, at the time and in the manner provided by departmental rule, a plan and budget specifying the media to be used, the market to be approached, the facilities and attractions to be promoted and the applicant’s estimated expenditures and receipts for the various projects within the plan. If such plan is coordinated with the statewide marketing strategy, the department shall approve it and the submitting organization or governing body shall be eligible to apply for joint effort marketing funds under this section.

   (3)   Written agreements. Each joint effort marketing project shall be implemented by a written agreement between the department and the applicant organization or governing body. The agreement shall specify at a minimum:

      (a)    The name, address and contact person for the applicant and its advertising agency, if any.

      (b)    A description of the project, including the media to be used, the date or inclusive dates and the geographic market to be reached.

      (c)    An itemized statement of the estimated total costs of the project.

      (d)    An itemized statement of the revenues accruing to the applicant from the project through advertising, contributions and other sources.

      (em)    The conditions for the release of the joint effort marketing funds under this section.

   (4)   Limitations.

      (a)    No state funds may be released for a project that is not included within an advertising plan and budget submitted by an eligible organization or governing body and approved by the department.

      (b)    No funds may be released except in accordance with the agreement concluded under sub. (3).

      (c)    Funds released in any given project may not exceed 50 percent of the total project costs, less that portion of the amounts recovered by the applicant through the sale of advertising or other promotional considerations in connection with the project which exceeds 50 percent of the total project costs.

      (d)    No funds may be used to compensate any officer or employee of the applicant for salaries or expenses.

      (e)    No name or picture of any living state or local public official or candidate for public office may be used in any project for which state funds are received under this section.

      (f)    No payments may be released except upon presentation of receipted vouchers for project expenditures by the applicant, together with such other documentary evidence substantiating payments and the purposes for which the payments were made as the departmental rules require.

      (g)    The department may promulgate rules imposing additional requirements to ensure that public funds are used to promote the maximum number of attractions and facilities.

   (5)   Funding source. Subject to the 50 percent limitation under s. 20.380 (1) (b) and the proportional expenditure requirements under s. 20.380 (1) (b) and (kg), the department shall expend, from the appropriations under s. 20.380 (1) (b), (kg), and (w), at least $1,130,000 in the aggregate in each fiscal year in joint effort marketing funds under this section.