Monument Marketing Coaching Academy

You work in marketing, communications, or audience engagement in a heritage, culture, or visitor attraction organisation. And the reality of that job is that it rarely looks like the textbook version.

Maybe you are the only person doing marketing in your organisation. Maybe marketing is one of several things on your job description, squeezed in alongside events, fundraising, or front of house cover. Maybe you have a team, but nobody above you really understands what you do or how to support you.

Social media feels never ending, like you are constantly feeding a beast that is never satisfied. Your inbox is full. Your to-do list is longer than last week. You are running just to keep up, and there is never quite enough time to stop and think about whether you are running in the right direction.

You are not short of effort. What you are short of is support, feedback, and someone who genuinely understands the world you are working in.

Monument Marketing Coaching Academy is an ongoing professional development programme designed specifically for people doing marketing in heritage, culture, and visitor attraction organisations. Think of it less like a course and more like having a knowledgeable, experienced marketing manager in your corner, without the HR bit.

Every week we meet as a group, work through real questions, and learn from what everyone else is navigating. Between sessions, you have a community of peers who understand exactly what you are dealing with and can offer honest, informed feedback on your work.

Weekly group call - 1 hour Every week we come together for a live session on Google Meet. The session is structured around a managed clinic working through pre-submitted questions from real work, a short breakout to connect with your peers, and a wrap-up. An optional 30 minute networking session follows for those who want to stay and go deeper.

Quarterly deep dive sessions - 2.5 hours Four times a year we go deeper. Each quarterly session includes training on a topic relevant to the time of year, a sector horizon exercise using the Monument Atlas framework, group planning, Q&A, and breakout groups. Our sessions this year:

• June: Kickoff and foundations
• September: Getting ready for festive
• December/January: Planning for a strong 2027
• March: Skills deep dive

Your one-to-one strategy session Every member gets a personal one-to-one strategy session with Sallie when they join. You will complete a goals and opportunities workbook beforehand, and we will use the session to get you in really good shape from the start.

The Academy members hub A private workspace with everything you need, including your call schedule, resource library, Q&A archive, member directory, and your own marketing goals tracker.

WhatsApp community A members-only WhatsApp group for questions, wins, resources, and peer support between sessions.

• You work in marketing, communications, or audience engagement in a heritage, culture, or visitor attraction organisation.
• You are junior to mid-level and want to get better at your craft.
• You are the only marketer in your organisation, or one of a very small team.
• You want honest, practical support from someone who understands the sector.
• You are tired of generic marketing advice that does not account for tight budgets, complex governance, and difficult stories to tell.
• You don't know how to meet other people in a similar role to you.

Weekly call

15 minutes: Welcome, notices and new member introductions
30 minutes: The clinic, working through pre-submitted questions from real work
10 minutes: What is on your plate this week, in breakout rooms
5 minutes: Wrap-up and close
30 minutes: Optional open networking and overflow questions

WhatsApp

The community is on hand to proactively help out and answer questions throughout your week. For example:

• Does anyone know an amazing botanical illustrator we could work with?
• Help! I can't remember how to add a link to an Instagram Story!
• We've got a VIP coming in this week - how do I make them feel special and looked after?
• Is anyone else seeing exhibition ticket sales slow just now? What's going on?

The heritage and culture sector runs on people who care deeply about their work. But caring is not enough on its own. Your marketing and communications staff need ongoing support, professional development, and access to expertise that most heritage organisations cannot provide in-house.

Monument Marketing Coaching Academy gives your team member all of that, at a fraction of the cost of traditional professional development.

For £120 a month, less than the cost of a single hour of specialist consultancy, your member of staff gets:

• A weekly structured coaching session with an experienced heritage marketing professional
• Four quarterly deep dive sessions covering strategy, planning, and skills development
• A personal one-to-one strategy session to get them focused and performing from day one
• Access to a peer community of heritage and culture marketers across the sector
• A private resource hub with tools, templates, and an archive of practical guidance

The return on that investment is a more confident, more capable, better supported member of staff who brings fresh thinking, stronger strategy, and real sector knowledge back into your organisation every single week.

Monument Marketing Coaching Academy counts as continuing professional development and can be included in staff development plans and appraisal conversations.

If you would like to discuss whether the Academy is right for your team, get in touch at sallie@monumentmarketing.co.uk

I am Sallie Bale, a marketing consultant with over 15 years of experience helping organisations connect with their audiences in meaningful ways. I have worked with heritage and culture organisations across the UK, from small volunteer-run trusts to established cultural venues, and I have seen firsthand how isolating and overwhelming it can feel to do this job without proper support.

Monument Marketing Coaching Academy exists because I kept meeting brilliant heritage marketers who were struggling not because they lacked ability, but because they lacked the right support structure. This is my attempt to fix that.

In this community, we:

• Are kind, honest, and genuinely helpful to each other.
• Ask the questions that feel too basic, too obvious, or too exposing, because someone else needs to hear the answer too.
• Take our own development seriously, even when it's hard to find time or headspace.

When does it start? The Academy launches in June 2026 with our kickoff quarterly session. Weekly calls begin the same month.

I missed the first session, does that matter? You can join the Academy at any time. You'll get up to speed with your 1-to-1 strategy session with Sallie, and can join weekly calls right away.

How long are the weekly calls? The structured session runs for one hour. There is an optional 30 minute networking session afterwards for those who want to stay and connect further, or have more questions.

Do I have to attend every week? We would love you to, but we know life happens. We're here for you, and the more you put in, the more you'll get out.

What if it is not right for us? There is no minimum term. If it is not working, you can cancel any time.

Is this only for organisations in Scotland? Not at all. The Academy is open to heritage and culture marketers across the UK and beyond. All sessions are online via Google Meet.

What kind of organisations do members come from? Museums, archives, historic houses, heritage trusts, cultural venues, visitor attractions, arts organisations, community heritage projects. If you work in heritage or culture, you are welcome. If you're not sure, email sallie@monumentmarketing.co.uk

We are a larger organisation with a marketing team. Is this still relevant? The Academy is designed for junior to mid-level marketers. If you are looking for more senior strategic support, get in touch and we will point you in the right direction.

Can this count as CPD? The Academy supports the ongoing professional development of your marketing and communications staff and can form part of a staff development plan or appraisal conversation. If your organisation has specific CPD accreditation requirements, get in touch and we can discuss further.

Limited early bird places available. Usually £120/month. Join before 18th May and pay just £84/month (that's a 30% discount), locked in for as long as you're with us. Claim your early bird place today.

Questions? Get in touch at sallie@monumentmarketing.co.uk