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

2017-19 Program Guidelines

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.Those interested in the opportunity may either do one (1) of the following:

 APPLY NOW 

OR

 NOMINATE AN ORGANIZATION 

NOTE: YOUR ORGANIZATION DOES NOT HAVE TO BE NOMINATED FIRST BEFORE SUBMITTING AN APPLICATION.

KEY DATES
Application/Nomination Form Opens: March 7, 2017
Application/Nomination Form Deadline: April 29, 2017
Cohort 1 Participants Notified: May 26, 2017

Goals & Objectives

With internally-facing and externally-facing goals and objectives, 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.

A group of 50 participants made up of 25, two-person teams will be selected to join the first cohort through an online application process. Cohort 1 will undergo two years of training (2017-2019) designed to:

  • Build stronger strategic collaborations and solidarity among Pennsylvania based arts and culture organizations.
  • Provide opportunity and space for Pennsylvania-based arts and culture organizations to normalize these new engagement models and structures within their local communities.
  • Advance and enhance the capacity and marketing skills of PA arts organizations to implement new engagement models, better understand the communities they serve, and sustain relevance amidst changing environments and shifting demographics.
  • A dynamic and inclusive learning environment will cultivate intercultural space and provide arts professionals the skills, support, knowledge, and agency to confidently respond to and initiate approaches to address complex questions facing the landscape of arts marketing and audience engagement.
  • Provide the Pennsylvania arts and culture community with increased access to a diverse network of talented arts and cultural leaders.

Core Curriculum & Faculty

Cohort 1 will participate an intensive two-year curriculum that provides all participants the opportunity to build new skills in arts marketing and audience engagement. Prior to the start of the three-day boot camp, Cohort 1 will have access to both common core resources as well as resources tailored specifically to regional teams. In addition, Cohort 1 will have access to a new network of leading arts marketing experts/trainers to guide their work.

The curriculum expands into the following areas in order for the Cohort to consider and address:

  1. Augmenting the necessary skills and capacity needed to sustain the relevance of our work and our organizational missions to thrive artistically and with purpose;
  2. Locating ourselves in particular place, space, and time - within history and our local/digital communities and in a relationship of camaraderie with our peers in Pennsylvania;
  3. Grasping the magnitude of the tectonic social and demographic shifts happening in the Pennsylvania, the US, and the world today as they impact the artists, audiences, and many communities that we serve.

Trainings will offer multiple modes of learning: Interpersonal, Intrapersonal, Linguistic, Logical/Mathematical, Spatial, Naturalistic, Presentational, Bodily/kinesthetic, Experiential, and Creative.

Selection Process, Eligibility Requirements, Application Support

  1. Arts administrators in various stages of their career may apply. A maximum of 25, two-person teams (50 participants total) will be selected for participation in Cohort 1 (2017-2019). Each team application must be submitted at the same time by both team members.
  2. Teams applications must come from arts professional(s) who reside and work in Pennsylvania, and should come from those who work for the same arts/cultural organization.

Representatives who work in two different arts organizations may apply together as a team, as we recognize the power of collaboration in the state. These team application MUST  substantiate/illustrate an existing history of partnership between the two organizations and/or shared challenges in their team narrative (i.e. a strategy or logic to the proposed pairings).

Each two-person team should include a representative from the following categories:

  • One person who is responsible for marketing, communications, audience engagement, or equivalent.
  • One person who has an oversight position, such as a CEO, president, executive director, artistic director, vice president, board member, or equivalent (in short, a decision-maker).

    Note: If you are an all-volunteer run organization, make sure to include information about the nature of that structure and relation to the individuals submitting. Have questions? E-mail Laura Kakolewski or call (202)-371-2830 x 1117.

Successful team applications will demonstrate strong commitment to the two-year program and deep commitment to creating internal and external organizational change in the realm of arts marketing and audience engagement.

The program will be rigorous and require deeply- rooted commitment from both team members to not only engage in the initiative, but attend all in-person convenings and virtual sessions, engage with and comment on supplementary readings, and engage with Cohort and trainers. Furthermore, in year two, all members of Cohort 1 are required to serve as mentors for Cohort 2 members in Year 2 (2018).

Schedule, Dates, Program Format, & Funding

The Initiative will be kicked-off with one three-day intensive boot camp July 12-14  at the Ware Center in Lancaster. Following the three-day boot camp, participants will be required to attend a number of in-person and virtual trainings. The full schedule of requirements and funding for the program are as follows:

I. IN-PERSON REQUIREMENTS FOR YEAR 1 (JULY 2017-JUNE 2018) PROGRAM PERIOD

  1. One, three-day intensive boot camp.

     - Date(s): July 12-14, 2017 
     - Location: The Ware Center, 42 N. Prince St., Lancaster, PA, 17803
     - Funding: All Cohort 1 participants are eligible for expenses related to two (2) nights of lodging (July 12 and 13) as well as catering and curriculum supplies. Bootcamp travel will not be funded.
     

  2. Three, three-hour in-person trainings.
     - Training #1: August 2017
     - Training #2: October 2017
     - Training #3 January 2018
  1. Attendance at the National Arts Marketing Project (NAMP) Conference, including a full-day preconference event
    - Preconference event: November 10, 2017, Memphis, TN
    - Main Conference: November 11-13, 2017, Memphis, TN
    - Funding: All participants of Cohort 1 will receive a $500.00 stipend toward NAMP Conference expenses (registration, airfare, and lodging). Additional financial support will be available through an online application process.

II. IN-PERSON REQUIREMENTS FOR YEAR 2 (JULY 2018-JUNE 2019) PROGRAM PERIOD

  1. One, two-day, in-person statewide gathering (mentor/mentees assigned).
    - July 2018
     
  2. Attendance at the National Arts Marketing Project (NAMP) Conference, including a full-day preconference event.
    - Preconference event: November 9, 2018, Seattle, WA
    - Main Conference: November 10-12, 2018 Seattle, WA
    - Funding: All participants of Cohort 1 will receive a $500.00 stipend toward NAMP Conference expenses (registration, airfare, and lodging). Additional financial support will be available through an online application process.

III. OPTIONAL IN-PERSON REQUIREMENTS

  1. Attendance at the National Arts Marketing Project (NAMP) Conference with opportunities to gather with members of Cohort 1 (all participants of Cohort 1 will receive a $500.00 stipend to attend the NAMP Conference).
    - Main Conference: November 16-18, 2019 in Miami, FL

IV. VIRTUAL REQUIREMENTS FOR YEAR 1 (JULY 2017-JUNE 2018) PROGRAM PERIOD

1. Four phone trainings.
           - December 2017
           - March 2018
           - April 2018
           - May 2018

2. Participation in Basecamp.com Virtual Platform discussions.

V. VIRTUAL REQUIREMENTS FOR YEAR 2 (JULY 2018-JUNE 2019) PROGRAM PERIOD

  1. One Statewide conference call.
    - September 2018
     
  2. Six phone convenings with assigned mentee organizations.
    - August 2018
    - October 2018
    - December 2018
    - March 2019
    - April 2019
    - May 2019
     
  3. Participation in Basecamp.com Virtual Platform discussions.

Program Costs

Participants will be responsible for their own travel expenses related to the attendance of trainings, including expenses related to attendance at the annual NAMP Conference. Each participant will receive an annual $500.00 stipend to offset NAMP Conference expenses (in 2017 in 2018), and additional financial support for the Conference will be available through an online application process.Participants are responsible for securing additional funds to implement learnings from this program. Participants must agree to participate in program evaluation.

For program information and application support, please contact Laura Kakolewski, National Arts Marketing Project Manager, LKAKOLEWSKI@ARTSUSA.ORG or call 202.371.2830 x 1117.