SSDP Wales Resources

Small Scale Development Programme: Wales

Explore a mix of strategic marketing skills with resources  inspired by the new programme from the AMA.

Small Scale Development Programme: Wales

Explore a mix of strategic marketing skills with resources inspired by the new programme from the AMA

The programme

Find out more about SSDP: Wales
Find out more about SSDP: Wales

The programme

The Small Scale Development Programme: Wales (SSDP: Wales) is a brand-new programme from the AMA for 2022. It’s built to help small organisations get the skills and knowledge they need to take a strategic, effective approach to their marketing.

The programme is spread across six workshops, that focus on five essential topics:

  • Marketing strategy framework and Vision/Mission
  • Brand
  • Understanding your audiences
  • Setting objectives and identifying strategies
  • Planning communications

Below you can explore a selection of curated resources that supplement the workshops undertaken within the programme.

Please note: Whilst this programme has a focus on small organisations based in Wales, these resources are suitable for anyone looking to improve their strategic marketing knowledge.

SSDP: Wales is sponsored by Ticketsolve, in partnership with Creu Cymru and with funding from Arts Council of Wales.

Marketing strategy framework and Vision/Mission

These resources explore how to build more inclusive and relevant organisations.

Brand

These resources explore how to build a successful brand.

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

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

podcast
The chorus on stage in costume holding up black umbrellas
Courtesy Calgary Opera

CultureTalk: Radical storytelling ushers in a new era of opera

guide-toolkit
A teenager look from a long balcony out at a colourful cityscape full of towering buildings.
Image by Rohan Kumar from Pixabay

Creative practice isn’t just for artists: it belongs in your marketing too

blog
A person in a spacesuit walking through a forest
Photo by Rohit Choudhari on Unsplash

AI: how can we stay in the story?

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
Hans hold open a book underneath some bedsheets. It's lit by string of tiny lights resting on the open pages.
Photo by Nong on Unsplash

Who tells the story? Reframing the role of the marketer

webinar
Latest on mused. Four boxed highlights: A smiling flower for an Emoji quiz, A trainer with a brief history of shoes,
 

We built it and they came – attracting Gen A audiences

blog
Exterior view of the impressive, white arched architecture of the entrance to Amare, The Hague.
Courtesy Amara

From stage to screen: using digital to redefine storytelling

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

research
A small child walks towards a hot air balloon across a fantasy keyboard floating in the sky.
Image by Willgard Krause from Pixabay

Cultural Content: Website ‘about’ pages

guide-toolkit
Looking down at a petri dish of alphabet spaghetti
 

Cultural Content: Personas and segmentation

blog
Man wearing white sweatshirt with computer screen as head
Photo by Joshua Rawson-Harris on Unsplash

The content lifecycle: caring for your content

guide-toolkit
The letters AI over computer graphics.
 

The 5 best AI tools for content marketing

blog
pdf icon
 

10 things about PDF content and why you should avoid it

case-study
National Museum Scotland exterior
Courtesy National Museums Scotland

National Museums Scotland: how we tell stories online

podcast
A woman holds a large open book on her lap
 

The Power of Storytelling

guide-toolkit
A leafy bush with a heart cut out that allows you to see the garden beyond
 

Sustainable content creation tips

guide-toolkit
A large stop watch with the word 'deadline'in red, capital letters at the top
Image by Gino Crescoli from Pixabay

How to build a content plan from scratch

webinar
Looking down at a mobile phone and mug of coffee with a spoon in it
Photo by Nathan Dumlao on Unsplash.

How to create video content for your social media channels

webinar
Wall of screens
 

Webinar: How to develop a powerful website content strategy

guide-toolkit
In a darkened space hands holding an open book lis by a cluster of small lights
Photo by Nong Vang on Unsplash

How to tell a story in six seconds

blog
Wall of screens
 

5 key stages of a successful content marketing process

guide-toolkit
Two young children ineractting with digital content on a large touch screen.
Children use an interactive screen at the Novium Museum in Chichester.

Creating digital content for children and families

Understanding your audiences

These resources explore how to utilise your data to better engage with your audiences.

Setting objectives and identifying strategies

These resources explore various tools that will help you identify audience development strategies that work for your organisation.

Planning communications

These resources explore how to get the most from your comms.

A mound of clour with two cracked egg yolks in the centre with a large wooden spoon to one side and a rolling pin to the other.
 

From scepticism to action: practical AI recipes for under-resourced cultural teams

Edd Baldry, co-founder of Make Sense Of It, explores why cultural organisations struggle to move from AI scepticism to practical ...
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An open laptop on a cluttered table surrounded by mics, lamps, phones and other tech.
AI generated

Podcast corner: AI, marketing and responsible use

Whether you're just starting to explore AI or already deep in the weeds, these podcasts offer some of the sharpest ...
Read More
Smiling AMA members sat in a row of theatre seats at conference with their arms raised. Copy underneath the photo reads 'Together We Act: Deep Dive'.
 

Together We Act Deep Dive: Political Landscape – communicating in polarised times

A more detailed exploration of the qualitative data from Arts Marketing Association's Together We Act Research following on from the initial findings. It takes a ...
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3 people sitting on a bench looking at a floor to ceiling piece of art
Image by Peggy und Marco Lachmann-Anke from Pixabay

Museums and Galleries Benchmark 2026: Top findings

What does the landscape of museum and gallery attenders look like in 2026? The first Indigo Share Benchmark for Museums ...
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A glass bottle on the seashore with a message curled on paper inside it.
Image by Antonios Ntoumas from Pixabay

The State of the Arts PR Survey 2026

Publication closures, AI, funding and budget cut are the top concerns for arts sector PRs in 2026.  Communications agency Mobius ...
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Interior of Cornwall Museum with impressive glass atrium ceiling and paintings surrounding the balcony.
 

From regional roots to national ambition: how Cornwall Museum and Art Gallery is navigating change

Cornwall Museum and Art Gallery's transformation shows how meaningful change requires more than new technology. Sarah Bagg, founder of ReWork Consulting, shares ...
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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

Marketing consultant Christina Lister identifies five critical audience trends reshaping arts and heritage marketing in 2026. Drawing on extensive sector ...
Read More
A bare-chested figure holds up a light in a dark cave
 

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

Standard event discovery tools - 'What's On' lists with filters - work well for regular visitors. But they fail newcomers, ...
Read More
The chorus on stage in costume holding up black umbrellas
Courtesy Calgary Opera

CultureTalk: Radical storytelling ushers in a new era of opera

Calgary Opera's Sue Elliott shares nearly two decades of insights on making opera urgently relevant through community storytelling, artistic humility, ...
Read More
Indie Press Network Marketing and PR Day
 

Marketing and PR for Indie Publishers

A collection of six videos covering the Indie Press Network Marketing and PR Day.  The day covers a series of ...
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With thanks to:

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Arts Council of Wales funding logo

Sponsored by:

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