Camper recruitment and selection passes through three main stages
1. Marketing and Publicity to Attract Participants 2. Youngsters registration and application
Marketing and Publicity to attract participants
Launch a marketing campaign two months before the camps to attract participants who can pay for their stay in the camps. Publish in local magazines, flyers to be distributed in youth centers, cafes and schools. Organize presentations by the project staff in private schools at parents’ meetings.
Three months prior to the camps, the advisory committee and the project organizing committee take a decision on the number of children who can be selected amongst underprivileged youngsters in each target country, based on the project budget and the money raised from the private sector or funding agencies to support the summer camp. Participants will be selected primarily through local and regional partner organizations. Secondly, national competitions might take place, and will be organized in cooperation with local partners, to provide scholarships for the winners.
INTENDED TARGET GROUP OF THE Camp
Beneficiaries 96 underprivileged children from the target countries aged 12-15 (50% girls) 64 children(self funded) from the target countries aged 12-15 (50% girl)
Target countries Algeria Egypt Jordan Lebanon Morocco Palestine (West Bank & Gaza) Syria Yemen
We estimate today that 96 children can be invited to participate in the camps, while 64 will have to pay for their stay
Marketing Strategy I. Fundraising /Sources of funding
Direct Marketing A direct marketing process to recruit 40% of children whose parents can afford the camps fees (see the bellow marketing strategy). The marketing process will be managed and implemented by camp management team at the regional level as well as in Egypt, and by NGO partners in other target countries.
Corporate Citizenship We are targeting regional and international corporations and encouraging them to include Arab Digital Expression Camps as part of their corporate social responsibility efforts. The idea is to convince corporation officials on one of three options:
a) Fund underprivileged children, b) Fund children of their employees who otherwise would not be able to afford to send their children to such a camp. This group would constitute another 30% of the campers in each camp. c) Sponsor the Camp through donations/grants or services and goods (drinks, catering, equipment lending or donations, free of charge accommodation for the camps, or other)
Funding Agencies The plan is to approach regional and international funding agencies to fund underprivileged children to be able to take part in this experience and the project itself for continued support to underprivileged children at the local level. This group would constitute 30% of the campers in each camp. International organizations whose focus is children, youth, education and development are the primary targeted group.
- The aim of the camp is to recruit children from as many Arab countries as possible and from across all socio-economic levels. The three approaches above would guarantee this diversity.
A simple and cost-effective promotional campaign to be organized to attract potential paying participants: Presentations in schools to parents and teachers. a. Those will be done by the organization committee and the project partners in other countries. b. Presentations will be made in schools where yearly fees are higher than USD8-10K/year and where parents can reasonably afford to pay EGP7, 500for 2-Week summer camp. For example: i. Sana'a, Yemen: The American School, Sana'a British School, Sana'a International School, Turkish International School ii. Riyadh, KSA: Riyadh International School, Riyadh Schools iii. Lebanon: International College, American Community School, Brummana High School iv. Damascus, Syria: Damascus Community School, American Community School of Damascus, International School of Choueifat v. Amman, Jordan : American Community School, Modern American School, International Community School vi. Cairo, Egypt : Modern English School, Cairo American College, El Alsson School, The British School Publicity : Tools used
Brochure and Poster Camp Website
c. Ads in magazines distributed in cafes and cultural centers, hyper markets and other venues. Magazines such as the Croc (in EG), Agenda cultural (in LB) are usually issued monthly and read by the population the project wants to reach, as they provide information on upcoming events for customers. d. Ads posted on the internet through Facebook, LinkedIn, local news websites, and other appropriate websites. e. Advertising through relevant mailing lists f. Primary analysis shows that TV and radio can be excluded from this marketing campaign in order to keep the costs of the campaign low, without dramatically reducing its reach. g. Tourism companies
Brochures & Posters
Design to target both youngsters and parents. It included general information
on the camps the dates, duration of the residential camp, expected age and gender brief on the camp program, camp website, participation and registration and contacts
Cafés, restaurants, cultural centers, summer resort (north coast village such as marina.etc), clubs, bookstores, universities and companies Camp Website
Develop a website to include
registration and participation information process ( how to apply, who can apply, fees) Online application form for camper to apply through Camp concept, program, duration, staff and Advisory board members, location, link to the camper online platform it is the space were the campers post their work and project, finally Past Camps An orientation section for the parents on the accommodation, meals, security , healthcare, communication with their children, roommates, rules and regulation, supervisors and what to expect and what campers should and shouldn't to get with to the camp frequent asked questions FAQs
- At this stage the website was targeting youngsters, parents and donors or sponsors\s
Word of mouth: word of mouth will be stimulated through the project’s network of friends, professionals, and Camps Alumni
On part time bases a distribution officer was recruited in Cairo to distribute the camp brochures, and posters at different venues, such as cultural centers, cafes, summer resort in the north coast, university, companies, bookstores, clubs schools and restaurants.
Paying participants will be asked to pay EGP7, 500 each for the summer camp. The amount was calculated according to market prices and with the aim to have children who pay, contribute to other costs of the project and/or to underprivileged children’s sponsorships.
The actual cost per children for the camp only is EGP7, 362 (this includes accommodation & food, camp staff and trainers, equipment, promotion and all other costs related to the camp implementation, excluding international transportation for children)
A benefit of EGP2, 296 per paying participant will thus be made and used to cover other costs for the project and underprivileged children.
Stage Two: Youngsters' registration and application
I. Online application A one page online registration form, that includes Personal information question about age, name ,school, country , address, phone number, e-mail, Gender, school Participation fees, and bank account number,
5 % discount for nomination of a friend who will participate, and 10% for siblings.
This online application is saved on line.
Palestine/West Bank Focal Point---Job description of the officer attached
On part time bases recruit a focal point officer to be responsible for
receiving inquires from parents about the camp outreaching NGO for underprivileged youngsters acting as a focal point for the Palestinian youngster coming from Gaza and West bank to facilitate their transportation, issuing visas, passports and other travelling papers and docs distributing brochures and posters taking care of the media coverage reporting to Cairo focal point Accompanying the youngsters
II. Registration and Follow up
After receiving the application, Go through it and check if the participant is eligible according the criteria (age, country…….)-WILL WE TALK HERE ABOUT COMPUTER LITERACY????/……..Etc Both sponsored and self funded youngsters fill in application , and they both go through the same selection/screening process, except for the sponsored youngsters, we don't send them the bank account details
Criteria for selection
Age 12-15 years Arab
Send a confirmation e-mail with both bank account details and deadline for payment, highlighting that parents can pay in cash or the through bank account A Confirmation Call to the parents of the applicants should be made a week later, to confirm information and registration. Track sheet was developed to keep track of the progress this track sheet included the following : the name, country, age, telephone, e-mail, payment status, address, source of funding, school, status(new or old camper), Camper III. Confirmed Participants
For all campers
Parents' evaluation application An application form should be send to parents before the camp, to gather information about the youngsters personal info, hobbies, friends, computer literacy, if they participated camps before, how did they know about the camp, what are their expectation from camps, family information, health issues or things to put in consideration .
The aim of this application is
to get enough information about the youngsters before we meet them to do enough preparation ,
to inform camp staff :trainers and management about what kind of youngsters and group they should expect with, since each camp has it own nature, which require a special dynamics and work with them as a group, also to evaluate parents and youngsters of how they see the camp before and after and to detect what did it add to them,
For campers/participants not living in Egypt, we assist them in
Issuing Visa (if required)
Booking flight Providing a pick up transportation from the airport to the camp location Escorting youngsters coming from Palestine until they arrive the airport in Jordan
Follow up with parents on logistics Parents receives a phone call, two weeks before the camp start to confirm the following information When the parent drops their children on arrival day, receive a folder that include a hard copy with all these information too.
Mean of communication with their children
Camp Management Mobile number
Time/hours that they can call their children at ex: from 8-10pm
Parents visiting days Time/Hours if they have any inquires or complains to the camp management
Youngsters Arrival and Departure dates For campers living in Egypt:
a focal point is set for parents to drop their children
Camp's bus picks them and transport them to the camp location
For camper living out side of Egypt:
another means of transportation is provided for them depending on their arrival timing at the Air port
Confirm with parents on That their children should hold IDs
What to get and what not to get. Inform them of the camps rules and regulation The amount of money that the children can have
For underprivileged youngsters there is a set amount of money for them, that they can spend, and thus their parents don't necessarily have to send money with them
Check if parents have any further questions or inquires
Campers Cairo focal point
For campers not living in Cairo
1- Work on issuing visas 2- Book tickets, For all campers 3- Rent busses for transportation 4- Coordinate the transportation , arrival and departure date of campers living outside of Egypt 5- Set departure and arrival points for campers living in Egypt 6- Responsible for communicating with parents for any inquiries 7- Coordinate material and equipment required for the camps 8- Provide parents with documents and papers on the camp location and all the further detailed already mentioned on the final phone call with the parents/
Documents to add
Youngsters application form
Parents evaluation form pre-camps Track sheet for youngsters database
Question to answer What kind of NGO do we target, and why ( I know why)but shall we give justification
When do we start the marketing campaign? What is the best time to start the camp and why Why the location What kind of hard material is purchased: hard material that can be available for youngsters from different background when they get back home, buy abundant available material
Production material for Campers—Camp Logistics/administrator manager 1. identify the camp material based on the needs assessed 2. classify the camp material to soft and hard material 3. set a purchasing list for the camp soft and hard material
General soft material: is what will all campers would need , and should be available all the time 1. set a design for the camp logo and identity to be printed on the different camp material 2. mugs, note books, pens, t-shirts, bags 3. medicine required for the nurse 4. packs of water 5. soap for washing 6. snacks( biscuits, juices,…..etc
Specific soft material
this is the list soft material each trainer will identify based on the curriculum or the program that they designed Each trainer track, sports and workshop should list required material and categories them to soft and hard material Attached list of material identified and purchased
Are the Hard wares computers, screens, data show, camera…..etc
There is general hard material that all tracks would use, and there are more specific ones, for example digital video. mini DV camera Attached list of material identified and purchased
Logistics Arrival and Departure dates Departure point Mobile phone line for parents communication and inquires Transportation Passport and visas T-shirt, bags, caps, block notes…..softmaterial