Current Job: Director of the Children Museum at the Egyptian Museum and Head of the Main Museums Educational Departments

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1 ITP 2016 Report Name : Shreen Mohamed Amin Current Job: Director of the Children Museum at the Egyptian Museum and Head of the Main Museums Educational Departments Supported by: Marie-Louise von Motesiczky Charitable Trust Let me introduce my professional and personal interests in a few words. I am Shreen Amin, currently the director of the Children Museum of the Egyptian Museum where I am responsible for designing workshops, programmes and events for classes, groups or individuals to engage them with the objects of the Egyptian Museum. I am a heritage professional, Egyptologist and translator too. I have many experiences in different fields. I believe all these fields are related to each other somehow. As for my expectations before coming on the ITP, I expected to see more museums with different approaches of displays and learn more about their role in learning, marketing and exhibition. During the sessions I heard so many ideas that could be applied in my work. Some of these ideas have been applied already, others are in the process. The Experiences of ITP that are applied in my field of work - Applying a new technique in the Children Museum program the colours of our ancient on the basis of the Museum trail which was one of the ideas I experienced at the ITP sessions; the participants of the Children Museum program discover the objects of the Egyptian Museum that express the importance of colours in ancient Egypt. We provided specialized tours about colours in ancient Egypt, the participants of this program were given some drawings of certain objects at the Egyptian Museum, related to colours. They searched for these objects by themselves and then colored the drawings they got after finding this object. The program was promoted by the Egyptian media official Chanel Nile news as a way of marketing the Children Museum programs. Photos show the participants of the Children Museum program searching for the objects related to colours and reading my explanation about the object after they found it.

2 Photos show the Children museum participants are colouring in the drawings of the Egyptian Museum objects after searching in the Egyptian Museum Photos show the promotion of the Children Museum program by the Egyptian media official Chanel Nile news as a way of marketing the Children Museum programs

3 In the link below, you will find me presenting this program in the Egyptian Media - The Hand s On program at the British Museum is one of the more interesting topics I experienced in the ITP sessions. I choose some objects at the Children Museum Replicas to be the major objects for the new specialized program at the Children Museum (hand on objects just for Children). - During the ITP I visited so many museums in UK. Now I am aware of many approaches to museums display. When I went back to Egypt I started to redisplay the objects of the Children Museum. Replicas of ancient Egyptian history and Lego objects are now displayed together at the museum to express many topics of ancient Egyptian history. The Daily Life hall in the Children

4 Museum is now filled with many replicas related to daily life of ancient Egypt. The replicas are the production of Replicas Unite at the Ministry of Antiquities The following photos show the process of redisplay the objects of the Children Museum in the Daily Life hall. - As a part of my new responsibility as a head of educational departments in main museums in Egypt. I participated in designing the annual plan of learning programs on the basis of my experiences during the ITP especially in learning sessions in the partner museum, Tyne and Wear Archive and Museums. The following photos show the meeting, with the head of museums sector at the Ministry of Antiquities, to discuss the annual plan of learning programs with members of museums educational departments at the ministry of antiquities. -

5 - Setting the Children Museum final mission statement in its fullest form on the basis of the session how do you write a mission statement for your museum in an ITP session. We now have an official mission statement for the Children museum and has been published on the Children Museum official page on Facebook. The following photo shows the mission statement of the Children Museum - My UK partner museum placement was at the Tyne and Wear Archive and Museums and there I experienced the importance of connecting a site to the museum. When I got back to Egypt I participated in the Conference of El Monofeya Archaeological Administration for raising awareness, the conference aims at presenting new approaches to connect the archaeological sites in El Monofeya and museums there and even with the museums of Cairo, especially the Egyptian Museum and the Children Museum of the Egyptian Museum. El Monofeya is one of the governorates of Egypt. It is located in the northern part of the country in the Nile Delta, to the south of Gharbia governorate and to the north of Cairo. The governorate is named after Menuf, an ancient city which was the capital of the governorate until The following photos show the conference and the recommendation was to establish partnerships programs between El Monofeya Archeological Administration for raising awareness, and the Egyptian Museum.

6 Ideas currently being worked on - Presenting a report to the minister of antiquities office including the following ideas that I experienced in the ITP especially in marketing, learning and exhibition sessions Setting a marketing plan for heritage presented in both sites and museums in Egypt and marketing Egyptian heritage presented in Museums (Main historical regional) and sites (archeological historical natural) by adopting the same marketing approach, connecting both sites and museums to unite as one.

7 With a good marketing plan, a museum and a site can build an audience as well as sustain the necessary revenues for delivering the mission of both museums and sites in its fullest form. In order to set a scientific marketing plan I am suggesting to perform a situation analysis to measure the current audiences of all museums and sites in Egypt, their age, how did they now about the site or museum and what activities the visitor can enjoy. The situation analysis will help to set marketing objectives and to set a scientific marketing plan. The situation analysis will be applied by the head and the team of marketing departments of the museums, as for sites, 5 inspectors will be nominated by the head of every site in Egypt to work in a marketing department of the site and the following questions must be answered in the situation analysis: - Why do visitors come to the museums or site? - What kind of visitors (local community tourists)? - Who makes the decision to come to the museum or site? - As for tourists, what company or if the tourist is individual how did they know about the museum or site. - As for local community, when do visitors of local communities make the decision to come to the museum, and why? After the analysis, the marketing plan will be divided into the following categories - Main museums marketing plan - Historical museums marketing plan - Regional museums marketing plan - Islamic Archeology sector sites marketing plan - Coptic and Jewish Archeology sector sites marketing plan - Ancient Egyptian Archeology sector sites marketing plan - Greek and Roman sector sites marketing plan The aim of the expected marketing plans is - Defining the current audiences of both museums and sites (local community tourists) and the target audiences as well - Presenting new experiences for the visitors of both sites and museums depending on the needs and interests of the visitors. - Marketing Egyptian heritage presented in museums (main historical regional) and sites (archeological historical natural) by adopting the same marketing approach and raising awareness and support - Determining market opportunities - Setting marketing objectives - Strategy and program development - Implementation, monitoring and evaluation - Identifying the current situation (what are the strengthens and weakness) - Indentifying the way to change the negative aspects and obstacles as well

8 I suggested the followings projects to be applied as a way to connect the sites and museums in Egypt Project 1 Educational programs in archeological sites in cooperation with the museums. The name of this program is The power of heritage and the beginning phase will be with the following: 1) Educational activities in Giza and pyramid plateau in cooperation with cheop's museum and the educational department of the Egyptian Museum and the Children Museum This program aims at connecting the Egyptian Museum and the Cheop s site museum with the site of Giza and pyramid plateau by presenting one program. The program will target the Egyptian families visitors of the site of Giza and pyramid plateau and Cheop s Museum. The duration of this program will be three months during winter. The program will be designed by the educational department of the Egyptian Museum and Children Museum beginning by a tour at the Egyptian Museum focusing on the pyramid age then educational activities at the site of Giza and pyramid plateau and the Cheop s Site Museum. This cooperation aims at connecting museums and sites for raising awareness to the importance of heritage and as a way of marketing the Cheop s Site Museum program. The director of the site of Giza and pyramid plateau will nominate five inspectors to work with the team of the Egyptian Museum and Cheop s Museum 2) Educational activities in El Moez Street historical buildings in cooperation with the Islamic Museum and the Textile Museum This program aims at connecting the Islamic and Textile Museums with El Moez Street historical building to achieve the cooperation between the museums sector and Islamic Archeology sector at the Ministry of Antiquities. The program will be designed by the educational departments of the Islamic Museum and Textile Museum and will be under the name of the power of heritage, the head of historic Cairo Administration will nominate five inspectors to cooperate with the team of Islamic Museum and Textile Museum. The aim of this program is marketing the heritage presented by some unknown historical buildings targeting the visitors of the Textile Museum to visit these buildings (local community tourists). The program will be presented for free to the local community, as for tourists, the preparation will be with the chosen tourism company and this will be the duty of the marketing department of Textile Museum The historical building nominated for cooperation - Wikala of Qaytbay - Mausoleum of Ahmad Al-Qazid - Mosque of Abu Bakr Muzhir- Wikala of Qawsum - Sabil-Kuttab of Oda Bashi - Madrasa of Qarasunqur - Qasr Bashtak - Madrasa of Tatar Al-Higaziya - Madrasa of Tatar Al-Higaziya - Madrasa of

9 Barquq - Madrasa of Al-Kamil Ayyub - Sabil of Ismail Pasha - Wikala of Gamal Al-Din Al- Dhahabi - Madrasa of Al-Salih Ayyb 3) Educational activities in El Khalifa Street historical buildings in cooperation with Gayer Anderson Museum This program aims at marketing the historical buildings of El Khalifa Street. The educational department of Gayer Anderson Museum will design the cooperative program under the name of the power of heritage and the target will be the visitors of Gayer Anderson Museum from the local community. The head of Islamic Archaeology sector will nominate five inspectors to cooperate with the team of Gayer Anderson museum, 4) Educational activities in Luxor and Karnak temples in cooperation with Luxor Museum and Mummification Museum The program will be presented by the educational department of Luxor Museum in cooperation with the Upper Egypt archeological sector, and the head of this sector will nominate five inspectors to cooperate with Luxor Museum at this program, the team of marketing department in Luxor museum will be responsible for promoting this program to both local community and tourists, two coordinators will be nominated in both Luxor Museum and Luxor temple. 5) Educational activities in Suez National Museum in cooperation with archeological sector in El Suez The program will be presented by the educational department of Suez National Museum. The Head of Archeological Sites sector in El Suez will nominated five inspectors to work with the team of Suez National Museum. Project 2 One exhibition and different museums (marketing approach will target regional museum programs) This project aims at presenting one exhibition every three months with the same topic and the same message in all the museums in Egypt. The head of the Egyptian museum sector will be responsible for choosing the topic in cooperation with the head of all museum exhibition departments of all museums. This meeting will be good chance for the head of all museum exhibition departments to cooperate and share experience as well and the exhibition will be good chance for marketing the regional museums in Egypt, the exhibition should shed the light on the cultural link between the past and the present and present the aspect of cultural intangible heritage. Every three months one exhibition with the same name and the same message will be held and will be last for one week. The

10 scientific administration at the ministry of antiquities will prepare one leaflet for all the museums with the name of every museum that participated at this exhibition, these kinds of leaflets will be published in a large scale in hotels, tourism companies and museums. The cooperative exhibition will be good chance for unknown museums in Egypt, especially to make tourists and certain branches of local community aware that they are there. Project 3 Documenting the cultural intangible heritage of Egyptian society in cooperation with The Center for Documentation of Cultural and Natural Heritage (CultNat) (marketing approach for the role of the Ministry of Antiquities) This project aims at shedding the light on the importance of intangible heritage of Egyptian society by sharing the experiences of old people in two major places - Historic Cairo - Suez governorate Historic Cairo The Administration of historic Cairo will be responsible of this project to invite elderly people at the lecture hall in historic Cairo to share their memories and experiences and these lectures will be documented and recorded in cooperation with CultNat then the Ministry of Antiquities will launch a YouTube channel to display the most importance memories of attendees, targeting the older generation in Egypt, especially in historic Cairo will shed new light on the role of the ministry in documenting cultural intangible heritage. Suez Suez National Museum will be responsible for this project to invite elderly people to the lecture hall of Suez National Museum, especially those who witnessed the war of 67 and 73, to share their memories and experiences. All these lectures will be documented and recorded in cooperation with CultNat. The Ministry of Antiquities will launch a YouTube channel to display the most importance memories of attendees. Project4 Family tables in museums in Egypt (main historical regional) two tables in every museum. To raise awareness to the importance of heritage and as a way to engage the Egyptian family with museum heritage especially young children; two small tables could be set in every museum in Egypt, free to family visitors of the museum. The table could differ from one museum to another, the design will be traditional and match the display, and the place of this table in museums will be identified by the museum s director. The table will contain four educational sheets and colours presenting one topic related to the museum s message. The sheets will be designed by the educational department of the

11 museum and every week the sheets will target certain age groups, beginning with 6 years old. This project will begin in the Main Museums in Egypt (Egyptian Coptic Textile museums) and the carpenters of these museums will design the tables. The sheets will be prepared by the educational department of the main museums in Egypt and print 20 copies per day, one member of the museum s educational department will assist with this activity four days a week and the members of the educational departments must send the photos of this activity every week to the head of the museum educational departments at the Ministry of Antiquities. This campaign logo will be For families. Here are some examples of these educational tables From my partner museum, Tyne and Wear Archive and Museums, visit. - The Great north museum ( Newcastle ) - Discovery Museum ( Newcastle ) - Segedunum Roman Fort, Baths and Museum ( Newcastle )

12 - Brighton Toy, Model Museum There are a few museums at the Ministry of Antiquities that have these kinds of tables such as Rokn Farouk Museum (Helwan) but they need to be more effective.

13 Project 5 Setting a mission and a vision for every museum and site at the Ministry of Antiquities This program aims at defining one clear mission for every museum and site, the director of every museum and site at the ministry of antiquities will define the mission and the vision and the heads of all sectors at the Ministry of Antiquities will present these final missions to the Minister of Antiquities. The duration of writing these mission will be one month, the translation department at the Ministry of Antiquities will translate these missions into English and French. These missions will be published on the Ministry sites and printed in one leaflet with the name and short description of the museums and sites, then the duty of marketing administration at the Ministry of Antiquities will be focused on promoting these leaflets Project 6 Boxes of heritage (marketing approach for the museums heritage) The Ministry of Antiquities will produce two boxes as a start, one will be for the Egyptian Museum and the second one will be for the Coptic Museum. They will contain a combination or replica objects and educational tools related to the museum s message and under the supervision of the head of all museum education departments, and the head of the replica unit production at the Ministry of Antiquities. The schools in Cairo (language and international ones) would borrow these boxes but they have to pay the Ministry of Antiquities. The head of the educational departments in both museums will nominate one member to work with schools. The maximum borrowing for these boxes will be two weeks and then the school has to return these boxes to the museum and they will sign a formal paper. The head of museums sector will nominate one person for signing the paper and receiving the money, the Minster of Antiquities will decide the amount of money to charge for the boxes. The marketing administration at the Ministry of Antiquities will be in charge of marketing this project. The following photos are examples of these kinds of Boxes in - The Great North Museum (Newcastle)

14 Finally, thank you to the Marie-Louise von Motesiczky Charitable Trust for the support, allowing me to take part in the ITP. The ITP helped me a lot to develop my skills especially in marketing and exhibition approaches, I learned so many ideas that I hope to apply in Egypt and I am trying now to apply some of them. I am still in contact with some of my ITP friends especially Yolanda from Greece and Marie from Lebanon, we are sharing our experiences and thoughts together. All my best wishes to the ITP team Shreen Amin