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 golden sunset. 3 figures silhouetted, holding each others hands, standing a row with arms raised to the sky
Photo by Sifat Hamim

Marketers and leaders need to talk

With confidence stretched across the sector, our CEO Cath Hume (Arts Marketing Association) explores what cultural marketers and leaders need ...
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Fragile to flourishing: museum operating models in an uncertain world
 

Fragile to flourishing: museum operating models in an uncertain world

As we navigate an increasingly volatile and uncertain world traditional operating models are becoming increasingly difficult to maintain. This report ...
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Photo: Liz Isles

Trans-inclusive culture: resources to support trans-inclusive practice for museums, galleries, archives and heritage

A collection of six resources developed by the University of Leicester's Research Centre for Museums and Galleries (RCMG) through a ...
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Report: Let’s Get Real AI

From April to December 2025 a group of 32 leaders and practitioners from 16 UK cultural organisations came together to ...
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Courtesy the author

How a rebrand can drive income generation, visibility and social impact … and win awards

What does it take to build a brand that survives a global pandemic, transforms an organisation’s financial position, and becomes ...
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Podcast: The impact of AI on website visibility and search with Monica Thomas

In this episode of the Digital Culture Podcast James Akers speaks with Monica Thomas Tech Champion for Search Engine Optimisation ...
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Report and Toolkit: Understanding Drama attendance

How do we attract new drama audiences and turn them into returning drama audiences? The Developing Drama Audiences Toolkit is ...
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Webinar: Developing drama audiences

Indigo Associate Director Kerry Radden is joined by Curve Theatre's Claire Ward and the National Theatre's Kiri Grant to share ...
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Below the radar. Unlocking the ‘nano’ potential in the UK’s creative industries.

Nano businesses are the coral reef of our creative ecosystem. Their survival is fragile, but with the right conditions they ...
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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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With thanks to:

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Arts Council of Wales funding logo

Sponsored by:

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