Strategic Marketing Retreat: Intermediate Resources

Strategic Marketing Retreat: Intermediate Level  

Taking your marketing, strategy and leadership skills to the next level 

Below you’ll find a selection of curated resources to support your learning across each area of the Strategic Marketing Retreat: Intermediate level.

You’ll find many more useful resources on the AMA’s knowledge hub AMAculturehive. If there’s something you can’t find or if you have a case study you’d like to share just contact our Editor.

Driving your mission and being a brand guardian 

These resources support your understanding of your organisation’s vision and mission and how they support your organisation’s objectives. Plus how to understand your brand’s DNA  – creating, maintaining and growth. They help you understand how to create a marketing strategy that’s aligned to mission and brand.

blog
A woman smiles as she shares a large storybook with a small child. The child beams with delight.
Courtesy the author

Brand: An impact manifesto

guide-toolkit
A blue lemon cut in half
Photo by davisuko on Unsplash

Practical Takeaways: Building a brand that belongs to your audience

podcast
Bea Udeh and Keisha Thompson recording The Diverse-C-Tea podcast,
Kitty Lineker, Lineker Photography

The Diverse-C-Tea Leadership Podcast

guide-toolkit
A woman and a young boy work excitedly on a large piece of grey clay.
Foundling Museum, Workshop. © Wilkie Branson Photography. Courtesy Foundling Museum Family Workshops.

Toolkit: Museums, emotions and brand

guide-toolkit
Boy with eyes tightly closed and mouth wide open shouting into microphone
Boy shouting into microphone

Putting your brand voice into action

guide-toolkit
A wide road disappearing into the distance. Green trees and bushes are on either side of the road.
Image by Jiří Rotrekl from Pixabay

Creating a vision of a more inclusive, relevant future

guide-toolkit
Scrabble tiles spell out the word 'vision'
©

Quick guide: vision & mission

guide-toolkit
A face of a young, black woman stares directly at us. Her hands clasp her head with her little fingers placed on either side of her nose. Her face is brightly painted with many different colours of paint.
Image by Alexandr Ivanov from Pixabay

Five steps to reimagine your organisation

Building the foundations of your marketing strategy

Understand the importance of analysis when devising strategy and how to understand, interrogate and use the insight you gather.

blog
A large crowd celebrating at night. The sky is full of bursts of colourful paper cascading over the crowd.
Image by ktphotography from Pixabay

Five key audience trends reshaping arts marketing in 2026

research
A smiling person sat in an auditorium with hand raised. Words: Togther We Act
 

Together We Act research: What the findings mean for cultural marketers

blog
2026 set out as 'cats eyes' on a blurry cityscape highway
Image by Vilius Kukanauskas from Pixabay

Shaping 2026. What the sector is really talking about and why it matters

guide-toolkit
a robot arm and human arm reach out to touch
Photo by Cash Macanaya on Unsplash

Responsible AI Practical Toolkit

blog
Looking down on a black and white striped walkway with groups of people walking across.
Photo: Ryoji IIwata/Unsplash

Beyond segmentation: Towards audience alignment

research
A plate of cherries of different sizes compared to a coin cent.
Image by Hans from Pixabay

Benchmark Report: Cultural website performance

blog
Zosia Poulter speaking at Digital Works Conference. Behind her a screen: Thinking like a Publisher
Photo: Thom Bartley. Digital Works Conference 2024 hosted by Substrakt

Digital content: Less like marketing, more like journalism

webinar
Four people standing in a large exhibition space exploring an art installation.
Photo by ian dooley on Unsplash

Interview: How arts and culture organisations can prepare for AI

webinar
A shirtless dancer with flowing, black locks holds a rod bursting with fire from several places.
Image by Evgeniya Litovchenko from Pixabay

Brave Audiences – what we know about risk taking and current trends

webinar
A man wearing a green hoodie sits on a swivel chair surrounded by computer screens.
Image by Robert Anthony from Pixabay

Insight: The Attention Economy – insights on media consumption

case-study
Two stylised slices of watermelon against a cartoon blue sky with fluffy clouds.
Image by Hatiful Yosa from Pixabay

Navigating Digital – how Art Fund developed a new strategic approach

guide-toolkit
A woman with bright blue curly hair, winking and smiling broadly.
Image by StockSnap from Pixabay

Data-driven marketing strategies to engage tomorrow’s audience

research
Hundreds of people standing looking at a stage
 

Report: Tomorrow’s Audience

guide-toolkit
Many hands come together with their fingertips touching. Parts of each hand are covered in red paint to form one, whole heart shape.
Image by Pexels from Pixabay

Developing a strategy for inclusion, diversity and equality

case-study
Blurred figures move forward in the foyer at ACMI. One is a wheelchair user.
Courtesy acmi

Example: Disability Action Plan

guide-toolkit
Digital Engagement Framework Book Cover
 

Digital Engagement Framework

guide-toolkit
A fortune cookie broken open to reveal the fortune: a plan you have been working on for a long time is beginning to take shape
Photo by Elena Koycheva on Unsplash

Guide: Creating an effective audience development plan

guide-toolkit
Paperwork and hands on a board room table at a business presentation or seminar. The documents have financial or marketing figures, graphs and charts on them. There is a digital tablet and laptop on the table
©

Social Impact Measurement Toolkit

webinar
A crowd of lego minifigs
 

The Ansoff Matrix

webinar
Two large lightbulbs swinging against a bright blue sky
 

SMART objectives

webinar
A blackboard with 4 quadrants - strengths/weaknesses/opportunities/threats
 

SWOT | TOWS | Strategy Sets

Audience focus 

Supporting resources to help you segment your audience and make evidence-based decisions.

Understanding your management style 

Setting your objectives, applying your strategy and honing your mix 

blog
A bare-chested figure holds up a light in a dark cave
 

Beyond the ‘What’s On’ list: Why venues need better event discovery

guide-toolkit
A black and white artistic photograph showing multiple bicycle wheels suspended in the air against a cloudy sky. The wheels are arranged in a chaotic, overlapping cluster, creating an abstract sculpture-like formation. Small decorative elements or lights appear to radiate from the wheels like spokes or stars. The composition creates a dreamlike, surreal effect with approximately 15-20 bicycle wheels of various sizes floating together
Photo by Jonathan Lim on Unsplash

How to run a basic website carbon audit

guide-toolkit
The YouTube play logo on a monitor in a darkened auditorium.
Photo by BoliviaInteligente on Unsplash

YouTube as a digital destination: what arts marketers are missing

guide-toolkit
A child sits at a cluttered table full of paints and brushes
Experience Barnsley. Marc Atkins/Art Fund

A low-carbon approach to your work online

guide-toolkit
Brightly coloured fuzzy felt robot carrying a spanner looking down at an open felt laptop
Generated by AI using https://klingai.com/

AI Tools with Andrew Davis. Updated every month.

guide-toolkit
A small car at the beginning of a winding road through a mountain landscape. Two legs wearing white sneakers stick out of the window.
Image by Nikos Apelaths from Pixabay

Websites: User Journey Mapping

blog
Alex Gowan-Webster on stage in front of a large screen talking at AMA digital day 2024
Courtesy the author

Optimising your website for humans

case-study
A digital art illustration of a cosmic heart shape floating in space. The heart appears to be made of nebulous clouds and cosmic matter, with colors transitioning from deep red and orange in the center to purple and turquoise blue on the edges. The heart contains glowing points of light like stars, and appears to have a crater or opening revealing a bright, fiery core. The background shows a dark space sky with distant stars and a pink-tinged horizon below. The overall effect is dreamlike and ethereal, combining space imagery with the symbolic shape of love.
 

Social Media: Is going viral a useful KPI?

webinar
Rows of head silhouettes in different colours.
Image by Gerd Altmann from Pixabay

Video: Reshaping the way we solve ticketing and accessibility

blog
The back of a man on a rock concert stage in a long parka coat, arms outstretched. The space is packed with fans.
Photo by Jurre Houtkamp on Unsplash

Pricing: The missteps behind the Oasis tour ticketing fiasco

guide-toolkit
An arena full of fans. A projection of Taylor Swift looms over her tiny figure as she performs.
Photo by Stephen Mease on Unsplash

Social media: 5 tips digital marketers can learn from Taylor Swift’s strategy

webinar
A crowd of colourful figures standing in rows.
Image by Gerd Altmann from Pixabay

People who need people – social media for the arts

case-study
This image shows a screenshot of a website page for the London Museum. The page is divided into three sections, each featuring different exhibits or collections related to Black history and activism: 1. Left: "Stormzy: A Grime Change-Maker" - Shows an image of a Black man (presumably Stormzy) wearing a cap and speaking or singing. 2. Center: "Neil Kenlock's Photos of 1970s Black London" - Displays a black and white photograph of people marching with signs, including one that reads "BLACK PANTHER MOVEMENT". 3. Bottom: The text "RIGHTS & ACTIVISM" is prominently displayed. The layout suggests these are different exhibits or collections within the museum, all centered around themes of Black history, culture, and civil rights movements. An arrow at the top of the image points to the right, possibly indicating more content in that direction on the actual website.
 

How London Museum’s new website is using AI to power content relationships

webinar
An illustration of several rows of diverse women.
 

Beyond Marketing: improving diversity among your audiences

guide-toolkit
A mother and child look at a large label on an object from a war time watch station
A family at the National Emergency Services Museum. Photo by Msc1 Photography.

Creating Family Friendly Interpretation

webinar
A blood pressure measurement kit and a blue, plastic container with pills.
Image by Steve Buissinne from Pixabay

Webinar: How to do a simple health check on your website

guide-toolkit
A bronze-colored sculpture of a cartoonish cat-like figure standing by the water. The figure has a round nose and pointed ears, and it is holding up a large globe made of wire mesh filled with crushed plastic bottles. The background shows a body of water with a distant shoreline and a clear blue sky.
Image by Yves from Pixabay

The AMA’s Green Guide to Working from Home

blog
'Words have power' spelt out with tiles from a Scrabble board.
 

Why the language we use matters in building belonging

guide-toolkit
An orange falling into blue water.
Photo by Pavlo T on Unsplash

Beginners guide to benchmarking your Search Engine Optimisation (SEO) performance

guide-toolkit
Smart phone on a tripod live streaming a concert
Photo by Nicolas LB on Unsplash

Live streaming: Lo-fi and low-cost options

case-study
Galwad case study front cover. A man looms over with arms outstretched. He's wearing tie-dyed white trousers and a large multi-coloured jacket.
Courtesy GALWAD

Case study: GALWAD and radical inclusion

guide-toolkit
An illustration of a person wearing a backpack and reading a map.
Illustration by Dale Crosby Close

Guide: SEO in the cultural sector

blog
Social media is changing and so should we
Start moving from Instagram posts to reels if you want to keep up with the way the app is changing.

Social media is changing and so should we

blog
A young, black child wearing an astronaut suit
Lonely Not Alone. 2021, Effervescent

Co-production: The future of authentic marketing

webinar
Two spoons full of spices and a cinnamon stick
 

The Marketing Mix