Digital Overview - Arts Marketing and Audience Engagement in the 21st Century: Building the Capacity of Pennsylvania’s Cultural Sector



Application/Organization Nomination Form Opens: February 11, 2019
Application/Organization Form Deadline: March 29, 2019
Cohort 1 Participants Notified: on or around April 26, 2019

Arts Marketing and Audience Engagement in the 21st Century: Building the Capacity of Pennsylvania’s Cultural Sector is a two-year capacity-building initiative, funded by the Pennsylvania Council on the Arts, that supports, strengthens and advances the arts marketing and audience engagement skills of arts and cultural professionals. The Initiative seeks to:

1. Assist Pennsylvania-based arts and cultural organizations achieve increased and engaged audiences on a consistent basis through skill-building in the areas of arts marketing and audience engagement.

2. Address long-term systemic issues of declining arts participation and loyal arts audiences in Pennsylvania.

3. Assist arts and cultural organizations - particularly those within diverse communities - in attracting and retaining expanded audiences.

Arts professionals who reside and work in Pennsylvania arts and cultural organizations are invited to watch this FREE, On-Demand video overview to learn what is required to complete a successful application. Program details, selection criteria, and the application process will be covered. Click the REGISTER button on the right to watch.


Program Guidelines

Program Application

Ruby Lopez Harper

Senior Director of Local Arts Advancement, Americans for the Arts

Ruby is the Senior Director of Local Arts Advancement for Americans for the Arts. She is the Co-chair for the National Coalition on Arts Preparedness and Emergency Response, serves as Co-chair on the Support for Individual Artist Steering Committee for Grantmakers in the Arts and serves on the WETA Community Advisory Council. She is also on the board of the Gard Foundation. Prior to joining AFTA, Ruby was the Director of Grants and Services at the Greater Columbus Arts Council in Columbus, OH. At the Greater Columbus Arts Council, Ruby focused on grantmaking, community development, economic development and tourism, and public art. She has a varied background that includes corporate affairs, marketing, and business administration. She served on the Emerging Leaders Council for Americans for the Arts and was the primary contact for the Arts and Economic Impact Study for Central Ohio. She also worked with PhilanthropyOhio on their Member Services Committee.

Originally from California, where she was a dance instructor in her spare time, Ruby worked with local community theatre companies creating choreography for their musical theatre productions earning numerous local, state and regional recognition for her work both on and offstage. She has and continues to serve on grant panels for the Ohio Arts Council, Kentucky Arts Council, Cuyahoga Arts and Culture, MetroArts Nashville and the National Endowment for the Arts. Ruby has an associate degree from Cerritos College, a certificate in Corporate Community Involvement from Boston College, and is a trained meeting facilitator.

Laura Kakolewski

Manager, National Arts Marketing Project (NAMP)

As the National Arts Marketing Project (NAMP) Manager, Laura is in charge of overseeing the programmatic development and execution of a suite of services in the areas of marketing, media and audience engagement, including the annual NAMP Conference. Prior to joining Americans for the Arts in September 2010, she was responsible for planning a variety of events for undergraduate students at Brown University in Providence, RI. She has also worked coordinating European and American painting auctions in Dalllas, TX. Laura holds a B.A from Fordham University in art history and M.A. in art history from Brooklyn College.

Norah Johnson

Director of Public Awareness & External Affairs

Norah G. Johnson oversees activities that aim to extend and deepen the Pennsylvania Council on the Arts' (PCA) fulfillment of its mission to foster the excellence, diversity and vitality of the arts in the commonwealth. She is currently working with Americans for the Arts’ National Arts Marketing Project to bring to life Arts Marketing and Audience Engagement in the 21st Century: Building Capacity of Pennsylvania’s Cultural Sector. Johnson’s past projects at the PCA include an exhibit of Pennsylvania textiles, and a video on the history of the Pennsylvania arts community’s 50-year+ relationship with the National Endowment for the Arts.   Prior to joining the PCA, Johnson worked in user experience design and research for Andculture, based in Harrisburg, PA. 



Juliet Ramirez

National Arts Marketing Project (NAMP) Associate

Prior to becoming the National Arts Marketing Project (NAMP) Associate, Juliet was the Arts Marketing Intern at Americans for the Arts. As an intern, she worked closely with the Local Arts Advancement team, supporting and helping with all tasks related to NAMP. As the NAMP Associate,Juliet’s main job is to create and maintain a smooth implementation for a variety of tasks that will help create an easier transition when planning and organizing the NAMP Conference. Juliet graduated from the University of Rhode Island, where she earned a B.A. in public relations and advertising, and a minor in business administration.


Arts Marketing Capacity Building in PA - On-Demand Video
Building the capacity of Pennsylvania’s cultural sector You must register to access.