AFEF Cairo Model by AFEF Marketing

Transforming Educational Landscapes

WHAT IS UAS CAIRO?

NAME & LOGO

UAS-Cairo, or UASC, is a branch of Universal American School-Dubai that aims to leverage the name and reputation that UAS Dubai has built for itself particularly over the past few years.

The school logo will use the current UAS Dubai logo, weaving in elements of CFC font and typography.

LOCATION

UASC will operate out of the current American International School in Egypt (AIS) campus in the 5th Settlement part of New Cairo.

The campus is 7 minutes away from Cairo Festival City Mall.

CURRICULUM

UASC will deliver a curriculum based on New York State Standards, with recognition and authorization from the International Baccalaureate to offer the Primary Years Programme (PYP) and the Diploma Programme (DP).

The school will boast an enhanced Arabic programme, supported by the Centre for Excellence in Arabic (CfEA).

CAPACITY & SIZE

UASC campus will accommodate up to 1800 students.

The campus is over 50K m2 in size.

WHAT WILL MAKE UASC STAND OUT?

The Al Futtaim Education Foundation Edge

• Scholarships

• Experiential Learning

• Future of Education

• Arabic langauge and cultural heritage

• Action Research

• Partnerships

CAMPUS FACILITIES

WHAT IS ALREADY THERE:

• Vast campus with over 70 classrooms spread over two interconnected blocks and one stand alone block

• Two kindergarten wings

• A large cafeteria

• An auditorium with 500 seating capacity

• A double-sized indoor gym

• An outdoor swimming pool (25m)

• A natural grass football field surrounded by track and field facilities

• Basement storage

• A rooftop gardening space for students

• A landscaped garden with many outdoor seating areas (pergolas and gazebos)

WHAT NEEDS TO BE ADDED:

• The campus will be handed over to AFRE as a shell – all furniture and fittings will be removed by ESOL. Therefore, all FF&E will be required

• The KG wings will need indooroutdoor flow in line with best practice

• Current air-conditioning is based on split unit installation. The campus will require central air-conditioning or upgraded air-conditioning

• The campus is generally tired and has significant health and safety issues that need addressing. This has already been incorporated into AFRE’s plans for campus improvement

• The campus requires enhanced security and technological infrastructure

• The campus requires major upgrades in terms of look and feel (benchmarked to UAS Dubai).

KEY ASSUMPTIONS

GENERAL

• AFG Legal to handle all licensing and approval matters by October 2024

• USAC will emulate UASD in terms of look and feel

• CFC to finance and deliver on the campus readiness phases

• UASC will follow the same curriculum model as UASD (US Curriculum with IB Diploma and PYP with an enhanced Arabic and Islamic Studies Programme)

• Hiring of expat teachers will be on the basis of 40% of total teaching personnel

• Hiring of principal and other key staff members will receive contracts with CFC and/or other Egyptian AFG entities

• Recruitment efforts to start immediately

STRUCTURE:

• Al Futtaim School Management Company (AFSMC) will form a company in Egypt, that is a branch of AFSMC in the UAE

• AFSMC Egypt will be the holding and operating company for UASC

• AFSMC Egypt will enter into a lease agreement with AFRE

• UASC will have a Board of Governance with the highest level of expertise in education, finance, technology and others

Al Futtaim Education Foundation (AFEF)

Al Futtaim School Management Company –(AFSMC) UAE Branch

Al Futtaim School Management Company –(AFSMC) Egypt

HoldCo/OpCo

Al Futtaim School Management Company –(AFSMC) Egypt

UAS Dubai Board UASC Board

HoldCo/OpCo

UAS Dubai Board UASC Board

Universal American School of Dubai – (UAS) Branch

ESOL EXIT

Universal American School of Cairo – (UASC)

• Handover of the campus agreed for 7th July 2025

• ESOL should restore the campus to “as leased” status

• AIS is relocating to Uptown Cairo – an Emaar community around 25 minutes away from the current location

KEY ASSUMPTIONS - ENROLMENT

• UASC will open in September 2025 offering KG – G7

• Opening year enrolment estimate is 300 students

• UASC will follow the most accelerated path to IB programme authorisation

• More aggressive enrolment models incorporating more grade levels will not allow the school to get IB authorisations as per timelines and guidelines from the IB

• UASC will be a through school in Y3 of operation (notwithstanding the impossibility of offering Grade 12 immediately after authorisation, since the IB Diploma is a two-year programme that can only start after receiving full licence from the IB)

• UASC will be at 90% utilisation in Y6

• Projected utilisation will be as follows

• We will open an enrolment sales centre in CFC in October 2024 to drive enrolment activities

KEY ASSUMPTIONS - FINANCIALS

• Projected Investment : EGP 357 mn ( AED 27.3 mn)

• Break Even : Year 5

• IRR : 19.2 %

• Payback : Year 13

• Founders Discount : 20% in first two years and reducing subsequently

• Salary increment of 4% for expat teachers and 10% increase for Egyptian teachers year on year

• % of expat has been limited to 40%

KEY DRIVERS OF FINANCIAL PERFORMANCE:

- Accelerated growth model incorporating middle school in the first year of operations

- Expat salary annual packages of AED 180K (EGP 2.4M)

- Embedded salary increases for expat teachers at 8% year on year

- Higher founders’ discount of 25%

- Rent at 10% of revenue

- Increased investment in elements of campus improvement not covered by the landlord (mainly in areas of technology and security)

Agreement Tenure 25 years Phase 1 Campus Handover August 2025

Additional Enhancements – technology, security and enhanced campus safety

Phase 2 handover in June 2026

Phase 3 handover in June 2027

THE ENROLMENT RAMP-UP

PREOPENING

2024/2025

LAUNCH YEAR

2025/2026

3 RD YEAR

2026/2027

2 ND YEAR 2025/2026

UASC’S SCHOOL POSITIONING

A successful school build begins long before ground is broken. New schools are an unknown to parents – carefully thought-out positioning allows us to develop sources of differentiation and competitive advantage from day one.

KEY ASPECTS OF SCHOOL POSITIONING WILL INCLUDE:

• Competitor research and benchmarking –current schools and future entrants

• Defining differentiation and competitive advantage

• Location

• Facilities

• Curriculum

• Price point (model)

• Pedigree of leadership

• Value added services

OPENING A SALES AND ADMISSIONS CENTRE IN CAIRO

FESTIVAL CITY.

Prior to opening Universal American School – Cairo, a welcoming, creative space can be used to represent the UAS – Cario’s brand and positioning. The proposal is to open a sales and admissions centre in Cairo Festival City. The centre will serve as a temporary location for the prospective parents and students who are interested in joining UASC in September 2025. The centre will provide the following services: admissions and assessment, meet the principal meetings, and a showcase of the campus and the upgrades.

ADMISSIONS AND ASSESSMENT

The centre will have a dedicated area for the admissions and assessment process. The area will consist of a reception desk, a waiting lounge, and two rooms for conducting interviews and tests. The reception desk will be staffed by a trained administrator/registrar who will greet the visitors, check their documents, and schedule their appointments. The waiting lounge will have comfortable seating, refreshments, and informative brochures and flyers about the school. The interview and test rooms will be equipped with computers, cameras,

microphones, and headphones for conducting assessments and interviews. The admissions and assessment process will follow the same standards and procedures as the Universal American School – Dubai campus. The centre will use the same online platform and software as the UAS Dubai campus for managing the applications, assessments, and interviews. The centre will also coordinate with the UAS Dubai campus for the final decisions and feedback until the Principal is appointed.

MEET THE PRINCIPAL MEETINGS

The centre will also have a separate area for the meet the principal meetings. The area will consist of a meeting room and a Principal’s office. The meeting room will have a round table, chairs, a projector, and a screen for presenting the school’s vision, mission, values, and curriculum. The meet the principal meetings will be an opportunity for the prospective parents and students to interact with the principal and ask questions about the school. The meetings will also be a chance for the principal to get to know the applicants and assess their suitability for the school.

BRANDING, CAMPUS AND UPGRADES SHOWCASE

The centre will also have a spacious area for displaying a model of the campus and renders of the proposed upgrades in Phase one and two.

The model of the campus will be a scaled replica of the UASC campus, showing the buildings, facilities, playgrounds, and green spaces. The renders of the upgrades will be highquality images of the planned improvements

OPTIONS:

and expansions of the campus, such as new classrooms, labs, playgrounds, and auditoriums.

The campus and upgrades showcase will be a visual and interactive way of presenting the school’s current and future state. Other activities include; branding and positioning, mock classrooms setup (depending on space) and display of school uniform.

The centre will have a professional and welcoming atmosphere, reflecting the school’s values, culture and positioning. The centre will be ready to open by the end of October 2024 (TBC), and will operate until the campus is operational in late August 2025.

CONSIDER:

• Villa within Cairo Festival City

• Shop within the mall – this may be off puttng for Egyptian parents.

EXAMPLES OF A GEMS SALES CENTRE:

Development of Universal American School – Cairo school brand will be key to communicating our Universal American Schools positioning and value to parents.

The development of our brand will inform all components of the Brand Wheel.

In addition, by choosing a brand that’s already established in the region (Universal American School) gives our school credibility and identity before its open.

BRAND

DEVELOPMENT OF MARKETING TOUCHPOINTS

• Professional and thought-out development of all parent touchpoints will be completed during Q1 to communicate the UAS brand and positioning.

KEY DELIVERABLES:

• Design of prospectus and fact sheets.

• Website creation and development.

• Enrolment campaigns

• All ads and parent facing collateral.

MARKETING AT UNIVERSAL AMERICAN SCHOOL OF CAIRO:

In the competitive educational landscape of Cairo, effective marketing practices are essential for schools to stand out and attract prospective families. Schools must leverage a multifaceted approach, combining digital and traditional marketing strategies (Mom’s Facebook Groups).

Digital marketing, including targeted social media campaigns, search engine optimization, and engaging content creation, helps to reach a broad audience and showcase the school’s unique offerings.

Additionally, community engagement (Cairo Festival City Residence) through local events, partnerships with influential community members, and open house events later when the campus is ready can enhance the school’s visibility and reputation. Ensuring a strong, consistent brand identity across all platforms and communications is crucial. By integrating these strategies, schools can build a strong presence, foster trust within the community, and ultimately drive enrollment.

Agencies suggested by Mrs. Heba, Head of Marketing at Cairo Festival City:

FP7

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ANNUAL ENROLMENT STRATEGIES

In addition to the launch activity, we will develop a series of enrolment strategies engaging parents in the wider community, (CFC and 5th Settlement). Through careful planning and execution of key activities, UASC’s growth can be accelerated.

KEY DELIVERABLES:

• Event calendar, including planning and execution of:

• FS/KG Stay and Play Sessions

• Meet the Principal (average of 2 per month)

• Open Assessment Days (at peak periods)

• Community Coffee Mornings

• Corporate HR Office Presentations

• Relocation Agent Meet and Greet

• Corporate Relations

• Priority placement programs

• New employee enrolment services

• Direct billing

LAUNCH CAMPAIGN AND SCHOOL ROLLOUT

Everything developed so far means nothing if not communicated to prospect parents. We will build awareness into a successful launch event and ongoing campaigns. This will be the result of teamwork from all stakeholders, including education, marketing, enrolments and communication.