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"For anyone working in the Adult and Community Learning field, the matrix Standard is definitely something to aspire to, it is user-friendly and perfect for spreading good practice in our sector."
Shaw Trust - Workskills and Independence Directorate
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Being active in promotion
Sad creatures talk about a '1b of the matrix Standard'! Longstanding stalwarts boast lever-arch files of promotional material - "that's all the Assessor needs to see." Other more enlightened devotees ask, "What does the term 'promotional activities' in element 1 really mean?"
Revisions to the Standard in 2005 changed the wording from 'materials' to 'activities' but it was never sufficient to cobble together an impressive looking folder of glossy material. The Standard has never purported to require a paper chase.
The need to start with the questions, "To whom are we intending to promote, why and how best can be do this," are paramount and were forcibly conveyed to me by a rather formidable lady earlier in my matrix Career.
I thought that my query was harmless, simple and would reveal an abundance of material - "So, how do you promote your service to your potential clients?" "Word of mouth," was her rather terse response. Acknowledging that this is a valid method of promotion, I explored further, "And do you provide any brochures or leaflets?" The lady of few words replied, "No." Not to be beaten, I tried again, "OK, so do you advertise your service for example with posters, displays or in libraries of similar public areas?" Clearly irritated with this matrix Bureaucrat she delivered her razor-edged retort, "Listen, Mr Saunders, I don't think you understand our service. Our clients are all ladies who have fled their native Country under tragic circumstances. They do not communicate in English and in fact were denied the opportunity for education in their own Country. They are frightened, insular and a close community and it is word of mouth that reaches them. There is no way that I am going to print documents that they cannot read just to satisfy someone from matrix." There was nothing further for me to say - she had demonstrated her rationale and the effectiveness of her approach was clearly conveyed to me via an interpreter when I spoke to some of her clients.
That experience prompted me to think about all client groups. What activities do we employ when promoting the service to hard to reach groups - those with a disability, impairment, learning or language difficulties, offenders, people with a mental illness, those at shop floor level when considering internal services? Some of us may think it sufficient to give considerations will probably be the colour of paper, font size, translations, use of Makaton, Braille, special computer equipment/enabling technology (although the matrix Standard does not prescribe this). Our main consideration should perhaps be whether we are reaching out in ways that aim at and benefit equality of opportunity? Are events staged in the most suitable environments where access is equal - are there physical barriers that preclude wheelchair users or parents with pushchairs, are the needs of carers considered, is the time or day client oriented (as opposed to being when the service deliverers want), can translators be made available, would on-line promotion better suit the needs of potential enquirers, are meetings convened or outcomes conveyed in a manner that best allows internal communication? Again, the Standard does not prescribe what we should do, b ut we need to ask the question - 'Are we doing this because we have to satisfy statutory obligations for certain groups or are we really attempting to walk the talk of widening participation for individuals?'
And down the years I have witnessed some innovative and effective forms of promotional activity including 'Piggy-backing' the newsletters of other organisations, press articles, talk-in sessions on local radio, displays at carnivals and football matches, staff handbooks.
All of which brings me back to, "To whom are we intending to promote, why and how best can be do this." It is often useful to pose these questions to your staff, users and partner organisations to find out where you are on the scale. Their responses may open up new avenues for you to explore.