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.

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 ...
Read More
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 ...
Read More
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

The Arts Marketing Association's Together We Act initiative has gathered insights from arts and heritage marketers across the UK, revealing ...
Read More
A parade of life-sized, crafted, bright red giraffes against a backdrop of parkland.
Les girafes by Sherman Rabbit, Roberts Park.

Culture, Climate and Environmental Responsibility: Environmental Report 2024 – 25

For every year that climate change accelerates, the creative and cultural sector continues to rise to the challenge. Leading with ...
Read More
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

Sarah Bagg, founder of ReWork Consulting, brings a unique vantage point to sector challenges, working across attractions, arts venues and ...
Read More
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

Owen Matthews, Director at Ten4Design, shows us a quick, practical way to understand our website’s environmental impact using tools we ...
Read More
A road reaches out to the horizon under a bright, cloudless sky.
 

Choosing a CRM: The bumps in the road (and how to avoid them)

If you’ve ever been through a CRM selection and implementation process, you’ll know it can be demanding on time, resources ...
Read More

With thanks to:

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

Sponsored by:

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