Takween’s mission focuses on innovative and concrete solutions that have been researched, tested and implemented to meet the needs of communities and their specific built environments to achieve inclusive urban spaces that will thrive for generations to come.  With this mission, Takween aims to improve the quality for inhabitants living in cities across Egypt and the Middle East.

Program Management / Technical Responsibilities

• Provide technical leadership (design, methodology, and planning) to develop an effective Cultural Tourism Marketing and Promotion Strategy for Esna that achieves the project goal and objectives through overseeing research, field surveys, assessments, preparation of development scenarios, suggestion of effective and up-to-date tourism marketing and promotion methods, and establishment of feedback mechanisms to continuously improve the promotion of Esna’s image and tourism offerings;

• Lead the development of: i) update of Esna’s Branding Strategy (previously developed by the project); and ii) Esna’s Tourism Marketing and Promotion Plan (TMPP) in collaboration with the key stakeholders;

• Design and develop –in participation with the project management—the RFP of the TMPP study and participate in the relevant bidding process to shortlist and identify the study consultant(s);

• Oversee the tasks of the identified consultant(s) throughout the different stages of the TMPP study and coordinate with the relevant stakeholders (including the local community) to ensure their engagement in the study;

• Review and approve the TMPP’s deliverables, and develop a plan for the dissemination the study’s results through public event(s) engaging the relevant public and private stakeholders, and follow-up with the relevant stakeholders to facilitate their adoption of the studies’ recommendations;

• Develop and oversee the implementation of a plan to establish connections with the sector’s public and private actors to integrate the TMPP into their tourism promotion campaigns;

• Develop and oversee the implementation of a plan for collaboration with the different stakeholders to upgrade Esna’s existing offerings (tourism products, itineraries, and sites); develop new offerings (based on the TMPP); promote them among specialized domestic and international tour operators; and collect feedback from the different stakeholders (operators, visitors, local businesses, etc.) to improve Esna’s image as a unique tourist destination;

• Oversee the regular update of the TMPP to keep pace with the market needs; develop KPIs to monitor the achievement of the TMPP objectives; assess the impact of the TMPP implementation, and resolve issues and initiate appropriate corrective actions to achieve the marketing and promotion objectives;

• Develop a plan and oversee the implementation of programs, events, and materials to promote Esna’s cultural heritage assets, including promotional videos on tourism attractions and cultural heritage assets; print materials (brochures, tourist maps, flyers, etc.); digital promotion tools; Social Media campaigns; and public events and exhibitions;

• Develop –in collaboration with the project team—a plan for the establishment, promotion, and expansion of the project and Esna’s presence (as a tourist destination) in conventional media (T.V., Radio, Newspapers, etc.); Social Media; tourism-related digital platforms; as well as presence in tourism promotion related events;

• Identify new avenues, for reaching priority audiences, build relationships with key stakeholders to efficiently market Esna and increase quality visits to its attractions;

• Develop and oversee the implementation of a plan to drive exposure to Esna through the development and implementation of “Influencer Programs” and local trips to Esna;

• Develop a plan and oversee the implementation of –in participation with relevant experts—capacity development activities for the local stakeholders on conventional and digital tourism marketing and promotion principles, skills, and tools;

• Develop a plan and oversee the implementation of –in collaboration with the project’s Community and Government Liaison team-- community awareness campaigns on cultural heritage and tourism aspects, including a School Visits Program, local community awareness campaigns, and other relevant events;

• Identify the best scenarios and strategies to facilitate the establishment of a local tourism marketing, promotion, and service entity (or establish partnership with an existing one), including the development of a “Local Guides and Destination Management Program”, and mentor the tourism entity to market and promote Esna as a unique tourism destination and provide quality services to the city visitors;

Communication and Reporting

• Report to the Chief of Party monthly on the deliverables and planning outcomes;

• Set-up and attend --where necessary-- coordination meetings with project staff, consultants, donors, clients, and beneficiaries as required;

• Collaborate with the project donors’ communication teams to promote the project activities and to ensure compliance with the donors’ branding and marking requirements;

Assistance to Higher Management Levels

• Assist the Chief of Party and the Grant and Reporting Officer in preparation, monitoring, and analysis of relevant Monitoring, Evaluation and Evaluation (MEL) indicators, and any related communication materials required for the good communication of the project objectives, policies, activities and achievements to higher management and different stakeholders;

• Assist the Chief of Party in achieving the project objectives through: i) dissemination and awareness activities; and ii) technical capacity building of the project-related staff to assist in achieving long-term sustainability of the project activities;

• Assess and control risk, forecast potential opportunities and threats facing the implementation of the project relevant activities, and provide the Chief of Party with necessary advice to ensure that proper actions and preventive measures are timely taken;