The CREATEX Project - Accessing New Audiences
For many project deliverers and fund holders, getting the project – or fund – to the end user can present the greatest challenge.
It’s an obstacle that Exemplas is familiar with – and good at overcoming.
Reaching disadvantaged groups in order to challenge – and address – inequalities in the labour market was a key feature of the ESF funded EQUAL programme under which the Exemplas-led CREATEX partnership was originally formed.
In a pioneering project which sought to enable individuals from marginalised groups to maximise the opportunities presented through franchising and other Structured Business Formats (SBFs), ensuing that the message – and the provision – reached the end user was crucial to the project’s success.
Effective partnerships
Through bringing together access agencies with experience in reaching the target audiences – including The Princes’ Trust and the Association of Disabled Professionals- and specialised business support agencies - such as the British Franchising Association (bfa) and HMRC - Exemplas created a strategic partnership, facilitated knowledge exchange and initiated new relationships.
Moreover, the impact of the collaboration was not restricted to the CREATEX project: the success of the project led to a number of subsequent initiatives, through which the partnership could extend their reach.
Engaging with hard to reach groups
Working through ‘route-to-market’ partners, individuals from disadvantaged groups, including those with disabilities, the over 50s, women and young people, were provided with new opportunities and knowledge in an appropriate and safe environment:
“allowed franchising into areas which otherwise would be very hard to reach ie PT clients and their volunteer.” (The Princes’ Trust)
Business support organisations were, similarly, able to extend their impact and reach into new areas–
“pleased to be able to get the message about franchising as a way of growing their business to an audience that may not have considered it prior to the project” (the bfa)
- and, through building a provision for business advisors’ into the project delivery, the efficacy of the CREATEX partnership extended beyond the immediate collaboration. Developing and delivering training for business support advisors connected mainstream agencies into the initiative and developed the capacity of the SBF support system.
Raising awareness and forming new connections
CREATEX exceeded its targets and reached over 1650 individuals. The partnership went on to reach a further 1286 beneficiaries in the East of England under EEDA funding, over 300 beneficiaries through locally funded initiatives, and over 4,000 individuals through its highly acclaimed e-zine.
Most importantly, through connecting into mainstream organisations support networks, beneficiaries weren’t just reached by the CREATEX partnership – they were also introduced to and engaged with the wider business support network.