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.

Understanding your audiences

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

guide-toolkit
A colourful illustration of a group of people with hands up in the air.
Image by Alana Jordan from Pixabay

Segmentation made simple

guide-toolkit
8 Eco Mindsets. Changemakers with illustration of a garden trowel with eyes and a smile. Conscientious Collaborators with three parts of a beehive with eyes. Justice Defenders with a megaphone. Nature Enthusiasts with a plant. Waste Watchers with a dustbin. Uncompromising Consumers with a shopping bag. Anxious Escapists with a star. Disinterested Disengagers with a silhouette of a bored looking face.
 

Segmentation: Eco Mindsets

guide-toolkit
A woman in a wheelchair on a catwalk wearing an elaborate costume.
House of Curio, House of Suarez Vogue Ball. Photo: @fotocad

Unlimited: Accessible Marketing Guide (May 2024)

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

Cultural Content: Personas and segmentation

guide-toolkit
A throng of people of all different ethnicities, ages, heights and shapes walking in front of a row of 3 storey, Georgian houses
St Paul's Carnival, Bristol.© Historic England.

Introducing…the Historic England Segments

case-study
Close up of a car exhaust spewing fumes into the air
Photo by Matt Boitor on Unsplash

Audience travel and carbon offset

case-study
A crowd of people of different ages, gender, height and ethnicity covered in dry powder paint. Msnay have their hands in the air and the sky is full of different colours.
Photo by John Thomas on Unsplash

Segmenting your audience toolkit

guide-toolkit
ticketsolve guide to segmentation cover
 

Building a customer segmentation model that works for your organisation

guide-toolkit
A bearded man wearing a checked cap surrounded by many words describing his persona - creative, savvy, self-reliant, expert, manager, advanced, problem solver, smart
 

The AMA MicroDigital Guide to developing personas of your ideal customer

research
Front cover includes two illustrations of people wearing VR googles
 

The Immersive Audience Journey Report

webinar
Aerial shot of people walking around a paved public space
Photo by Timon Studler on Unsplash.

Segmenting your online audiences to improve digital effectiveness

guide-toolkit
Georgia Rivers: Marketing beyond your core audience
© Opera Australia

Georgia Rivers: Marketing beyond your core audience

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.

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

What happens when a gallery treats YouTube not as a dumping ground for old talks or show trailers, but as ...
Read More
A blue lemon cut in half
Photo by davisuko on Unsplash

Practical Takeaways: Building a brand that belongs to your audience

Debbie Spence, a Director at Morris Hargreaves McIntyre walks us through a range of practical takeaways to navigate building a ...
Read More
Tips for building accessibility into your marketing role
Photos by Karol Wyszynski

Tips for building accessibility into your marketing role

Lilit Movsisyan, Access Specialist, and Nicola Fieldsend, Senior Officer – Marketing and Communications at All In, are here to take ...
Read More
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

In the arts and culture sector, people, communities, and their stories are at the heart of incredible creative work. As ...
Read More
A Google Ads tile
Photo by Rubaitul Azad on Unsplash

Google Ad Grants for charities and non-profits: How can I get Google Ads for free?

Google Ad Grants are available for charities and non-profits – offering them funding for digital advertising that they may be otherwise ...
Read More
AI generated imaged spelling 'artificial intelligence' on many rows.
Courtesy the author

AI policy: Cog Design

When is it appropriate to use Generative AI and Large Language Models? What are the ethical dimensions and how can ...
Read More
A man and a woman stand either side of a Ticketsolve banner and a table full of bright pink notebooks
Courtesy the author

Amplifying the quiet work: Why creative networks matter more than ever

In the arts, culture and heritage sectors, we often talk about amplifying voices, of audiences, communities, artists. But how often ...
Read More
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

A downloadable resource developed by Art Fund, in partnership with digital agency Manifesto, to help museum professionals consider the environmental ...
Read More
An atom of carbon. AI generated.
Image by Habibur Rahman from Pixabay

Digital sustainability: most frequently asked questions

In collaboration with Digital Carbon Online, the digital agency and arts sector specialists Supercool measured the carbon footprints of 66 cultural ...
Read More
Looking down on a black and white striped walkway with groups of people walking across.
Photo: Ryoji IIwata/Unsplash

Beyond segmentation: Towards audience alignment

David Reece and Sarah Chambers discuss why segmentation is most powerful when it’s a reflective organisational practice – less about ...
Read More

With thanks to:

creu-cymru-logo-col resized
Arts Council of Wales funding logo

Sponsored by:

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