Pathway Group has been selected to deliver adult education programs in Greater Manchester and Greater London for 2019/2020. In Greater Manchester, Pathway will focus on unemployed individuals, using community outreach and partner referrals to generate enrollments. In Greater London, the focus will be on employed individuals with low skills or wages, using an engagement plan involving posters, social media, and recruitment events to enroll participants. Both programs aim to deliver qualifications in various sectors to disadvantaged groups and improve basic skills, with delivery managed locally in each region.

1. Marketing Brief for GMCA/GLA
2019/2020

2. Background
The Adult Education Budget has long been seen as a game changer in addressing skills shortages for
adults over the age of 19.
The profiles of those who became beneficiaries of Adult Education Budget varied and can be from
unemployed individuals with no qualifications to employed individuals who have low level skills
or irrelevant qualifications.
Previously, the AEB was procured through the Education and Skills Funding agency to deliver pretty
much anywhere providers could. However, it was announced a few years ago that the AEB would be
devolved and managed by devolved authorities. Those are: Cambridgeshire and Peterborough,
Greater Manchester, Greater London, Liverpool City Region, Tees Valley, West Midlands, West of
England.
Pathway Group have been successful with Greater London Authority and Greater Manchester.

3. What’s next...
From August 2019, Pathway Group will begin delivering in the Greater
Manchester Area and the Greater London area.
Delivery in both areas will be overseen by Safaraz and Alan, and on ground
delivery and management will be by:
Greater London
Name: Faizal Ullah
Contracts Manager AEB
Starts 12th August
Number 07784042320
Greater Manchester
Name: Mark Smith
Interim GMCA Manager
Number: 07534 064208

4. Greater Manchester
Covers:
Bolton
Bury
Manchester Central
Oldham
Rochdale
Salford
Stockport
Tameside
Trafford
Wigan

5. GMCA Strategy
Our contract for the Greater Manchester area is to work with the unemployed.
Our model centres on getting each learner adopt work habits from day one – This Pathway
‘Work First’ approach, equips learners with the right skills, at the right levels, to secure and
sustain meaningful, gainful employment.
Pathway and our sub-contractors will generate referrals through two key streams: • Targeted
Pro-active Community Outreach – reaching individuals within their local community setting,
including pop-up events in local shopping centres across each of the ten local authorities,
GP surgeries, libraries, co-location in Jobcentre Plus offices, IAG events at our network of
41 schools targeting parents and carers across GM
• Partner referrals – From our existing network of partners across Greater Manchester
including over 20 Housing Associations, and over 100 grass roots Community Organisations

6. GMCA Target Audience
Our delivery partnership will specifically target residents aged 19+
in order to enhance access to Lifelong Learning in the following
disadvantaged groups:
BAME communities
Disabled Learners
Long term unemployed
50+ years of age
Those without basic skills
Lone parents
The purpose of our provision will be to support learners gain,
based on need:
Basic skills
Level 2 or below or a unit of a level 2 or below qualification (excluding
basic skills)
Level 3 or above or a unit of a level 3 or above qualification
Sectors we aim to deliver
qualifications to:
Health, Public Services and Care
Engineering and Manufacturing
Retail and Commercial
Preparation for Life and Skills
(Functional Skills)
Business Administration

7. Greater London
Due to the size of
london, we will split it
into:
North
South
East
West
Central

8. GLA Strategy
Our contract for the London area is to work with the employed.
We will recruit participants in the following way:
• Identify – We identify groups of potential participants through our experiences of delivery in our
geographies, combined with a detailed analysis of a range of information/data sources and ask employers to
confirm those employees meet the GLA AEB eligibility criteria e.g. earn up to London’s Living Wage (£10.20
ph) or have basic skills needs
• Reach Out – We will use a community engagement recruitment plan, which includes: posters and leaflets
in key community venues e.g. supermarkets, GP Surgery’s and Mosques, use of a social media campaign
based via Facebook, Instagram and LinkedIn; and refer a friend/colleague programme
• Recruit - Our team will hold sign up sessions in community venues, provide specific contact details for
individuals and provide on-line engagement system to recruit individuals to the programme(s).

9. GLA Target Audience
Our delivery partnership will specifically target residents aged 19+
in order to enhance access to Lifelong Learning in the following
disadvantaged groups:
BAME communities
Disabled Learners
50+ years of age
Those without basic skills
Lone parents
The purpose of our provision will be to support learners gain,
based on need:
Basic skills
Level 2 or below or a unit of a level 2 or below qualification (excluding
basic skills)
Level 3 or above or a unit of a level 3 or above qualification
Sectors we aim to deliver
qualifications to:
Tourism
Creative/Cultural Industries
Health and Social Care
Retail
Transportation
Logistics/Storage
Administrative/Support services.

10. The Plan (write on sheet)
Offline
Online
Online
Offline
Social Media