19 Jan 2022 – 30 Mar 2022

Sponsored by Ticketsolve, in partnership with Creu Cymru and with funding from Arts Council of Wales.

If you work in a small organisation in Wales, and want to get better at marketing, this is for you. The Small Scale Development Programme (SSDP) helps you get the skills and knowledge you need to take a strategic, effective approach.

We’ll guide you through the marketing planning process, how you can build and articulate your brand, how to develop your audiences and plan excellent communications.  

We’ll explore your current and potential audiences and identify strategies that will help you meet their needs and your objectives. We’ll also look at practical considerations, like how to make your bilingual marketing the best it can be, and how to ensure your marketing is accessible. 

You can bring more than one person from your organisation, to help the programme make the biggest impact across your team.  During the programme, you’ll also be sharing experiences and building a network of peers which can be maintained beyond March 2022.

You’ll take part in 6 x 3 hour online workshops, designed to get the best out of your learning with breakout sessions and discussion, with time in-between try out your new skills and share results.

The workshops include:

  • Session 1: Marketing Strategy Framework and Vision/Mission 
    • Using a strategy framework to build a marketing strategy 
    • Current trends, insights, and research
    • Re-visiting your vision/mission 
  • Session 2: Brand 
    • Introduction to Brand – how to identify and articulate your brand 
  • Session 3: Understanding your audiences 
    • Data, insight, empathy mapping and segmentation.  
    • What do you know about your current audiences?  
    • What do you need to know? 
  • Session 4:  Setting Objectives and Identifying Strategies 
    • How to set SMART objectives 
    • Tools for identifying strategies to pursue 
  • Session 5: Planning communications part 1
    • Bi-lingual marketing 
    • Accessible marketing 
  • Session 6: Planning communications part 2
    • Choosing channels 
    • Identifying key messages
      • Features vs benefits 
      • Copywriting top tips 

About SSDP Wales 2022

SSDP Wales is delivered by AMA. Thanks to Creu Cymru and Arts Council of Wales we can offer greatly subsidised places to open up the benefits of the programme to small organisations in Wales.

Cost to participate is £95 + VAT per organisation

Multi-lingual sign saying 'Keep Going'


Beginning in January, sessions run once every 2 weeks from 10am-1pm (total running time 12 weeks).

  • Session 1: 19th Jan
  • Session 2: 2nd  Feb
  • Session 3: 16th Feb
  • Session 4: 2nd Mar
  • Session 5: 16th Mar
  • Session 6: 30th Mar


For the first time we’re able to bring SSDP to Wales, and we’re delighted. We’ve run SSDP with dozens of organisations over the years and seen the impact it can make.

What some of our 2020 delegates had to say about their SSDP experience, delivered online:

The programme was very well navigated by hosts… It has been invaluable for thinking through change and the next steps we need to make as a result of this… My organisation will benefit greatly.

I thoroughly enjoyed the course. I thought the way it was presented on a Zoom platform was very well thought through and very much appreciated the way we were made to feel comfortable in the learning environment considering the cubicle nature of our interactions…  Each presenter shared their knowledge well, were engaging and provided some really useful tools to take away.

The professionalism and experience of the people who led sessions was really impressive… People left their egos ‘at the door’ and listened to others as much as contributing their own views and ideas. Very empathetic and inclusive environment


Cath Hume Headshot

Cath Hume
Arts Marketing Association

Ed Newsome Headshot

Ed Newsome
Head of Marketing and Communications
Sherman Theatre

Guy Turton Headshot

Guy Turton

Hanna Dobson Headshot

Hanna Dobson
Marketing and Programme Manager
Pontio Arts, Bangor University

AMAculturehive Resources

We’ve curated a selection of resources on AMAculturehive to supplement the workshops undertaken during SSDP Wales.


With thanks to:

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Sponsored by:

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