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Kenyan-Polish Forum. Marketing Kenya in Poland during 2005/2006 „Alliance of the Willing” Proposal document June 4, 2005. Table of Contents. Executive Summary Background „Alliance of the Willing” to Market Kenya in Poland Marketing Kenya in Poland Programme Role of KPF

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Kenyan-Polish Forum

Marketing Kenya in Polandduring 2005/2006

„Alliance of the Willing”

Proposal document

June 4, 2005


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Table of Contents

  • Executive Summary

  • Background

  • „Alliance of the Willing” to Market Kenya in Poland

  • Marketing Kenya in Poland Programme

  • Role of KPF

  • What we expect from you

  • How will you benefit from joining „the Alliance”

  • Timing

  • Next steps

  • Contacts for more information

    Appendices

    • What is KPF

    • KPF activities 2004/2005

    • 2005 Calendar of Events

    • 2nd Kenya Week in Poland (September 16-27, 2005)


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Marketing Kenya in Poland - „Alliance of the Willing”1. Executive Summary

  • KPF is a non-profit NGO, set up by Kenyans who studied in Poland to promote bilateral relations between Kenya and Poland in trade, tourism and investments

  • Poland’s economy (5.4% GDP growth in 2004) and outbound tourism are booming, but Kenya is not benefiting from this rapid growth

  • Today’s low value of bilateral trade ($10mln) and low volumes of Polish tourists (only 2,000 visitors a year) stem from a poor knowledge of Kenya in Poland

  • We have designed a comprehensive programme to Market Kenya in Poland – an important new gateway into the enlarged EU and into Eastern Europe

  • KPF obtained marketing facilities in Poland at significant discounts allowing for very cost-effective Marketing of Kenya in Poland

  • We invite you to join the „Alliance of the Willing” to Market Kenya in Poland

  • We are asking you to contribute to the Alliance of the Willing.

  • The contribution we are asking you to make will not adversely impact your business. However, when aggregated with similar contributions from other Members of the „Alliance” – and when well-coordinated – it will make a significant impact on Kenya’s positive image in Poland

  • This positive image would then be enjoyed by your company, by all those who stand to benefit from increased trade and tourism, and by the Kenyans at large

  • We believe the market is there to increase the value of bilateral trade to $100mln and the number of Polish tourists to 20,000 by the year 2007

  • Because deadlines are tight, please respond by June 30th at the latest


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Marketing Kenya in Poland - „Alliance of the Willing”2. Background

  • Today’s trade value between Kenya and Poland (USD 10 mln annually) and today’s number of Polish tourists visiting Kenya (approx. 2,000 a year) are disappointingly low considering the potential of the Polish and the Kenyan markets

  • Poland is a large country (39 mln population USD 427 bln GDP) that joined EU on 1 May 2004, with a rapidly growing economy (5.4% GDP growth in 2004) and a booming outbound long-haul tourism market (50-70% growth in 2004)

  • We in Kenya do not seem to have taken (as yet) note of the recent changes in Poland and the opportunities Poland’s EU entry has created for Kenyan businesses

  • At the same time, Kenya remains relatively unknown in Poland (for the results of a recently-conducted professional market research by GfK, please refer to our website www.kenya.com.pl)

  • We in the Kenyan-Polish Forum (KPF) have set ourselves the following objectives*:

    • to assist businessmen in growing the value of mutual trade to USD 100 mln by 2007

    • to assist the Kenyan tourism industry in attracting 20,000 tourists from Poland by 2007

      To help achieve those objectives, we have designed a comprehensive programme to Market Kenya in Poland and are inviting you to join the „Alliance of the Willing”

  • For a short description of KPF, please refer to Appendices A and B. For more details please refer to

  • a presentation dated May 16, 2005 available on our website www.kenya.com.pl


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Marketing Kenya in Poland - „Alliance of the Willing”3. The idea behind the „Alliance”

  • To address the deficiency of knowledge of Kenya in Poland, we have designed a comprehensive Programme to Market Kenya in Poland

  • We recognize that Kenya is still a relatively poor economy with very limited budgets for marketing itself externally

  • The idea behind „the Alliance” is that if many Kenyan companies and institutions each contributes a small amount, the resultant aggregate amount - if well targeted and coordinated - can make a visible impact

  • And all the companies/institutions will stand to benefit from Kenya’s improved image in Poland - an important new gateway to the enlarged EU

  • Members of the „Alliance” will have also made a contribution to Kenya’s general development

  • We are inviting those Kenyan companies/insitutions that will directly benefit from increased numbers of Polish tourists and/or from increased volumes of bilateral trade to join the „Alliance”

  • In keeping to the spirit of the Kenyan-Polish Forum and to increase the impact of the marketing campaign we are also inviting Polish companies (tour operators, airlines, etc.) who might have an interest in promoting Kenya on the Polish market as well as the Polish media to join the „Alliance”


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Marketing Kenya in Poland - „Alliance of the Willing”4. Marketing of Kenya Programme (1/3)

  • We have designed a comprehensive programme for Marketing Kenya in Poland during 2005/2006

  • Consistent with MSK’s Brand Kenya Initiative, we want to market Kenya as an alluring tourist destination, as an open, dynamic country with investment potential, as an ecologically-friendly agricultural producer and as a free, independent, democratic African country with a respected heritage.

  • Our Marketing Kenya programme consists of the following components:

    • Billboards advertising - KPF has secured free billboard advertising space (Euro 35 covers the actual cost of printing the ads+glueing them onto the billboards) during their slow time i.e. July/August 2005 and also January/February 2006. We would like to place a series of Kenyan pictures portraying Kenyan beaches, safari, culture, tea plantations, modern infrastructure, etc.) on upto 2,000 full-sized billboards all around Poland during the above-mentioned „slow periods”

    • „Passport to Kenya” booklets - last year we printed and distributed 30,000 copies. This year we would like to print 100,000 copies which will contain country information (tourism, trade, culture, investment opportunities, etc.) as well as company advertising. To be distributed at all events of the 2nd Kenyan Week (September 16-27, 2005) as well as on the direct charter flights due to start in January 2006

    • „Win a trip to Kenya” competitions - we plan to organize 36-40 competitions at all the events making up the 2nd Kenyan Week in Poland (see below)

    • 2nd Kenya Week in Poland* - following the success of the 1st week (October 2004) we plan the following events as part of the 2nd Kenya Week (Sept 16-27, 2005): participation of Kenyan runners at the Warsaw Marathon, participation at TT Warsaw (a tourism trade fair), investment conference, Lech Walesa/Wangari Maathai meeting, Kenya solo country trade exhibition, Kenyan Food Week, Kenya Cultural Weekend, curio village, photo exhibitions, Kenyan Week in the Polish media, etc. As part of the Kenya Week, we also plan to fly-in a group of 6 Kenyan acrobats to perform at all of the above-mentioned functions, and also live on Polish TV

* For a chart of activities under the 2nd Kenya Week, please refer to Appendix D


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Marketing Kenya in Poland - „Alliance of the Willing”4. Marketing of Kenya Programme (2/3)

  • Wangari Maathai/Lech Walesa meeting - a debate is planned between the two Nobel Peace Prize laureates on democracy, development, environment and sustainability. This event is likely to attract significant media coverage and will underline the many things (including Nobel Peace Prize Laureates) that Kenya and Poland have in common.

  • „Karibu Kenya” 2006 Package for Poles - we are encouraging the GoK to take a bold innovative step to lead the way to open up a new market for Kenya’s tourism industry. This special 2006 package (part of the 2006 - The Visit Kenya Year in Poland) is meant to send a strong signal that Kenya wants to attract more Poles to visit our beautiful country. During only 2006 Poles should receive discounted park entry fees, reduced visa fees, rebates for incentive groups and the Polish charter airlines discounts on landing and navigational charges as well as airport passenger taxes to entice them to visit Kenya in large numbers. On return to Poland, these tourists will become Kenya’s greatest (and most trusted) advocates. These discounts - contrary to first impressions - would actually generate more revenue to GoK due to (a) larger volumes of tourists from Poland, (b) increased revenues from indirect taxation (eg. VAT and excise duty on the additional consumpiton of - amongst others - beer and liquors)

  • Warsaw Zoo project - initially to start with a permanent photo exhibition, regular lectures and an exhibition on Kenya’s wildlife conservancy efforts by KWS. This will demonstrate that we Kenyans have also valuable contributions to make to the world. In 2007, the project will lead to the construction of a permanent mini-Bomas of Kenya with Luo, Giriama, Masaai and Kikuyu, etc. huts in the „Kingdom of Simba” part of the Warsaw Zoo grounds.

  • Warsaw Marathon - this event (in its 27th year) had not previously attracted Kenyan entrants. Courtesy of Athletics Kenya, Kenyan runners will participate this year and KPF will play African music, dance, serve Kenyan tea and coffee, etc at the finish line. The flowers given to the winners should be supplied by the Kenya Flower Council. The presence of Kenyan runners will also attract media attention.


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Marketing Kenya in Poland - „Alliance of the Willing”4. Marketing of Kenya Programme (3/3)

  • Give-aways and sampling - we would like Kenyan tea, coffee, cashewnuts, etc to be served at the different events (2nd Kenyan Week, Warsaw Zoo, Warsaw Marathon, etc). In addition, Kenyan beer and wild game meat should be served at the Kenyan Food Week as well as at the gala banquet, the Kenya Night.

  • Demand-side market studies - to better understand the Polish market structure and opportunities, professional studies should be commissioned to facilitate market entry. In addition to providing an overall view of the Polish market, general trading conditions, etc. , the studies should cover tea, coffee, pyrethrum, horticulture and other sectoral market segments.

  • Investment opportunities study - the aim of this study would be to identify Kenya’s priority areas for investment as well as Poland’s key strengths so as to find the best potential matches. The study should also produce a Polish-language „Investments in Kenya” brochure tailored to Polish requirements

  • Articles on Kenya - KPF has already developed a strong network of contacts within the Polish press (both general but also specialist trade and tourism industry publications). This network will be leveraged to place articles on Kenya’s attractions (tourist, cultural, but also trade and investment). The simplest way of going about it, would be for existing suitable articles to be sent to KPF for translation into Polish language.

  • Free advertising space - newspapers, airline inflight magazines, specialist media, etc. will be approached to donate some free advertising space to promote Kenya in Poland, to promote Poland in Kenya, and to promote the various initiatives undertaken by the Kenyan-Polish Forum.

  • The target audience of the above activities would be businessmen, potential investors, people with income levels allowing foreign holidaymaking, but also the Polish public at large (through our TV and media presence)


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    Marketing Kenya in Poland - „Alliance of the Willing”5. Role of KPF

    • We designed the campaign to Market Kenya in Poland

    • We have leveraged our network of contacts in Poland to obtain the following:

      • free use of 400 sqm of exhibition space at Wola Park, the second-largest shopping mall in Warsaw during the 1st Kenya Week, October 4-10, 2004. This space was used by KPF in conjunction with KTB and EPC last year and will also be available for this year’s event

      • a free of charge professional market research study on the image of Kenya in Poland (conducted by GfK Polonia in January 2005 and available on our website www.kenya.com.pl)

      • free of charge use of billboard space for outdoor advertising of Kenya

      • free access to the Polish state-owned TVP and to other media

    • These assets are now available for Kenyan companies/institutions to use to market Kenya in Poland in a cost-effective manner

    • However, despite the very favourable terms obtained by KPF, marketing Kenya will not come completely free. Advertising materials must be printed, prizes for winners of competitions financed, exhibition villages built and assembled, Kenyan acrobats and chefs flow-in, etc.

    • We realize that at this early stage of Kenya’s entry onto the Polish market, none of the Kenyan companies has the local presence to justify large investments in marketing Kenya in Poland

    • Hence we in KPF have undertaken the role of:

      • recruiting members of the „Alliance of the Willing”

      • coordinating the activities to pursue synergies and ensure maximum impact of the programme for Marketing Kenya in Poland programme


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    Marketing Kenya in Poland - „Alliance of the Willing”6. What we expect from you

    • We would like you to join the „Alliance of the Willing” to Market Kenya in Poland As a Member of the „Alliance” you would be expected to contribute the following:

      - Please refer to the table on the next slide

    • We are convinced that the above contribution will not significantly impact your bottom-line or budgets On the other hand, the aggregation of your contribution with similar contributions from other Kenyan companies and institutions will make a big difference to the Marketing Kenya in Poland programme

    • This will exemplify the pure spirit of Harambee. The Market Kenya in Poland programme is very similar to those Harambees held to build a road to join the village to the outside markets. All Members of the „Alliance” will stand to benefit from Kenya’s enhanced image

    • For a summary schedule of other Kenyan + Polish companies/institutions we are inviting to join the „Alliance of the Willing” see the table on the next slide.


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    Kenyan-Polish ForumMarketing Kenya in Poland - „Alliance of the Willing”Schedule of proposed responsibilities

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    11

    12

    13

    *These would include (for example): Kenya Breweries, Safaricom, Celtel, Village Market, The Tamarind Restaurant, One-Way (maker of souvernir T-Shirts), Dansani water bottlers, AAR Health Services, Mamba Village, AVIS Rent-a-Car, Dorman’s, Keringet, Kenya Nut Co., Kenya Commercial Bank, etc.


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    Marketing Kenya in Poland - „Alliance of the Willing”7. How will you benefit?

    • We believe, you will benefit in the following ways:

      • Opening up a new, large market/source of tourism, trade, investments

      • Generate additional business. Already, this year, we have seen an average 113% increase in the number of visitors coming from Poland to Kenya.

      • Promotion of Kenya to over 15,000,000 Poles

      • As a Member of the „Alliance” you will receive improved access to information about business opportunities in Poland and Central Europe

      • Improved understanding of the Polish market as an important gateway to the enlarged EU and to Eastern Europe (Ukraine, Russia, etc)

      • Recognition as a Member of the „Alliance” on KPF’s website, printed materials, reports, etc

      • Participation in a unique Public/Private/Media/NGO Partnership project which when successful could be replicated to market Kenya on other markets as well

      • Participation in a project realizing the Brand Kenya initiative (Poland would serve as a practical testing ground for future worldwide campaigns

      • Satisfaction from having made a contribution to Kenya’s image-building and consequently poverty-elimination, job-creation and welfare

      • As a Founder Member, preferential access to the 2006 and subsequent Marketing Kenya campaigns in Poland


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    Marketing Kenya in Poland - „Alliance of the Willing”8. Timing

    • Timing is tight

    • Several deadlines are already in place

      • July and August 2005 - the first billboard campaign

      • September 16-27, 2005 - the 2nd Kenya Week in Poland

      • January 2006 - the inauguration of the direct charter flights from Poland to Mombasa

    • For details of the 2005 KPF Calendar of Activities please refer to Appendix C

    • To be able to meet the deadlines (especially the deadline for printing and distribution of the visuals for their dispaly on billboards starting in July 2006) we need a confirmation from you latest by June 30, 2005!!! confirming:

      • your participation in the „Alliance of the Willing”

      • your contribution level to the Marketing Kenya in Poland programme


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    Marketing Kenya in Poland - „Alliance of the Willing”9. Next steps

    • Please reflect on our proposal. Consult within your company/institution if necessary

    • Verify the credibility of KPF if you would like to. We are sure that the following would be willing to provide references on KPF:

      • Hon. Dr. Mukhisa Kituyi, Minister for Trade and Industry, tel 020-315001

      • H.E. Wojciech Jasinski, Polish Ambassador in Nairobi, tel. 020-572811/2

      • H.E. Bruce Madete, Kenya’s Ambassador in Rome, tel. +39 06 8082717/8

      • Dr. Ongong’a Achieng, MD, Kenya Tourist Board, tel. 020-2719849

      • Mr. Matanda Wabuyele, CEO, Export Promotion Council, tel. 020-228534-8

      • Mr. Luke Obbanda, MD, Investment Promotion Centre tel. 020-221401-4

      • Ms Karina Ligezinska, Investment Promotion Expert, UNIDO tel. +48 22 8259186

    • Ask us additional questions (see next slide)

    • But please give us your final response by June 30, 2005 to the following address:


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    Marketing Kenya in Poland - „Alliance of the Willing”10. Contacts for more information

    • For further information on the Kenyan-Polish Forum please visit our website www.kenya.com.pl

    • For enquiries please contact:

    Nairobi Branch

    Benedict Odongo

    Secretary

    Kenyan-Polish Forum

    64, Westlands Road

    P.O. Box 51716 00100 GPO Nairobi

    Kenya

    Tel. +254 20 553 037

    Fax. +254 20 536 911

    Mobile +254 722 522 139

    e-mail: [email protected]

    Warsaw Branch

    James Ofwona

    Chairman

    Kenyan-Polish Forum

    Górczewska str. 124

    Wola Court, Room 305

    01-460 Warsaw, Poland

    Tel. +48 22 533 49 08

    Fax. +48 22 533 49 09

    Mobile +48 501 428 234

    e-mail: [email protected]



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    Appendix A: What is the Kenyan-Polish Forum? (1/5) Objectives

    • Non-profit association; based on volunteership

    • Set up in January 2004by Kenyan graduates of Polish universities and Polish friends of Kenya

    • Down-to-earth, pragmatic and professional approach

    • KPF objectives

      • To promote bilateral ties between Kenya and Poland in trade, investments, tourism as well as in social contacts, sports, education and culture

      • To assist businessmen in growing the value of mutual trade from USD 8.7 mln in 2002 to USD 100 mln in 2007 ( a 12-fold increase)

      • To assist the Kenyan tourism industry in attracting 20,000 tourists from Poland in 2007 (up from 2000 in 2002 – a 10-fold increase)


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    Appendix A: What is the Kenyan-Polish Forum? (2/5) Why and how

    • Why do we want to do it?

      • Knowing and understanding both countries we see huge unexploited potential in co-operation between our countries

      • If there is no co-ordinated effort on both sides, it would take years before this co-operation hits any reasonable levels

      • KPF, as an NGO, is well positioned to play a catalyst role

    • Methods

      • Organizing series of selected high-profile events to promote Kenya in Poland as well as events to promote Poland in Kenya

      • Incorporating KPF events into high-hype events in both countries

      • Maintenance of an active Trade and Investment Information Centre

      • Smart marketing activities building proper perception of both countries

    • Due to limited resources on both sides we want to achieve this the smart way


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    Appendix A: What is the Kenyan-Polish Forum? (3/5) Organizational structure

    • Branches in Warsaw and in Nairobi

    • Individual and corporate members

    • Membership open to all who are interested in intensifying relations between Kenya and Poland

    • Financing based on membership fees, donations, market research and other service fees. So far, no grants from neither the Polish nor the Kenyan governments

    • KPF Warsaw branch is registered as a public benefit organization and Polish taxpayers may contribute 1 % of their tax to KPF

    • Work based on volunteership

    • Permanent staff is limited to 2 in Warsaw and 1 person in Nairobi


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    Warsaw branch Organizational structure

    James Ofwona, Chairman, M.Sc.in Agriculture (1994) Agricultural University of Warsaw, M.Sc. IT (ongoing) University of Liverpool, Founder and MD, Tricomp Ltd. – a 30 staff IT and telecoms company

    Slawek Muturi, Vice-President, M.Sc. Econs (1990) WSELL.M. (1990) University of Warsaw, MBA (1999) London Business School, Partner, Andersen Business Consulting – a 150 staff management consultancy

    Robert Zdunczyk, Vice-President, M.Sc. Econs (1991) Warsaw School of Economics, MBA (1997) University of Chicago, Councillor, Gmina of Celestynów

    Thomas Omedi PhD, Founder member, PhD. Engineering, University of Warsaw, Director, Hewlett-Packard Poland

    Nairobi branch

    Julius Orowe, Chairman, M.Sc. Engineering (1991) Poznan Technical University,Lecturer, Moi University Eldoret

    Benedict Odongo, Secretary, M.Sc. Engineering (1988) Technical University of ŁódźRegional Manager, Alfa Laval (Pty) Ltd

    Milo Musee, vice-Chairman, M.Sc. Engineering (1994) Technical University of Wroclaw, Technical Director, KEP Services Ltd.

    Appendix A: What is the Kenyan-Polish Forum? (4/5)Officials


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    Appendix A: What is the Kenyan-Polish Forum? (5/5) Organizational structure Strategic partners

    • We have set ourselves very ambitious objectives (a 12 fold increase in the value bilateral trade by 2007; a 10-fold growth in tourism)

    • We are a small and young non-profit organization based on volunteership who will only act as a catalyst for intensyfying bilateral relations

    • KPF therefore needs to cooperate with a number of organizations

    • Our strategic partners include:

    In Poland

    In Kenya

    PZL

    Export Promotion Council


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    Appendix B: KPF activities in 2004/2005 Organizational structure(1/3)

    • Tourism

      • participation at ITB Berlin (March 2004)

      • active participation at TT Warsaw (September 2004)

      • trade and journalist workshops during Kenyan Week (October 2004)

      • „Passport to Kenya” competition (October 2004) – 30.000 copies

      • announcement of 2006 - The Visit Kenya Year (November 2004)

      • commissioning of market research on Kenya (December 2004)

      • contacts with the tourism, trade in Poland and in Kenya (on-going)

      • Fact-finding trip to Kenya with a group of Polish tourists (February 2005)

      • participation at ITB Berlin (March 2005)

      • Polish airlines and travel agencies workshop (April 2005)

    • Trade

      • EPC trade mission to Poland (October 2003)

      • Kenyan-Polish Business Forum in Nairobi (March 2004)

      • review meeting of the Polish mission to Africa (June 2004)

      • 2nd Polish-African Economic Forum (September 2004)

      • Kenyan Week in Warsaw (October 2004)

      • assisted several curio dealers (November + December 2004)

      • providing trade information to interested businesses (on-going)

      • assisted Kenyan business delegations (on-going)

      • monitoring of tender announcements in Kenya (on-going)

      • Polish Days in Kenya (May 16-27, 2005)


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    Appendix B: KPF activities in 2004/2005 Organizational structure(2/3)

    • Media presence

      • press release for Kenyan media (November 2003)

      • securing the Nation Group as a strategic partner (May 2004)

      • press conference in Nairobi re. the planned Kenya Week (September 2004)

      • Kenyan Week in the Polish media (October 2004)

      • live TV programme on Prof. Maathai’s Nobel Peace Prize award ceremony (December 2004)

      • Press and KBC TV interviews on KPF activities in Nairobi (May 2005)

    • Cultural and social events

      • Kiswahili lessons for Kenyan children in Warsaw (January 2004)

      • Kenyan film show organized by Jacob Barua (March 2004)

      • Spring picnic (June 2004)

      • Summer picnic for Kenyans + Polish volunteers (August 2004)

      • Kiswahili lessons for Polish volunteers (September 2004)

      • Kenyan Cultural weekend at Wola Park (October 2004)

      • supporting Polish students writing MA dissertations on Kenya (on-going)

      • approached organizers of Warsaw Marathon to invite Kenyan runners (January 2005)

      • approached Lech Walesa Institute for a meeting with Prof. Maathai (January 2005)

      • approached Jurek Owsiak for WOSP to play in Kenya (January 2005)

      • Polish Educational Forum in Nairobi (May 2005)

      • Polish culture week – film-showing, display at Village Market, etc (May 2005)


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    Appendix B: KPF activities in 2004/2005 Organizational structure(3/3)

    • KPF organizational matters

      • set-up of KPF Nairobi branch (December 2003)

      • recruitment of Polish volunteers (December 2003)

      • KPF office at Wola Court, ul. Gorczewska 124 3rd floor, 305 (December 2003)

      • registration of Warsaw branch (January 29, 2004)

      • KPF bank account (February 2004)

      • internet page www.kenya.com.pl (February 2004)

      • first full-time KPF Warsaw employee (February 2004)

      • weekly KPF Warsaw branch meetings at 18.00 on Mondays (on-going)

      • OPP (Organization of Public Benefit) application in Poland (December 2004)

      • Annual General Meeting (November 2004)

    • Important visits

      • visit of H.E. Ambassador Bruce Madete in Warsaw (January 2004)

      • visit of H.E. Ambassador Wojciech Jasinski in Warsaw (July 2004)

      • Visit of Hon. H.E. Dr. Mukhisa Kituyi (October 2004)

      • visit of a number of Kenyan Parliamentarians to Poland (April 2005)


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    Appendix C: 2005 Calendar of Activities Organizational structure


    Appendix d 2nd kenya week in poland september 16 27 2005 l.jpg
    Appendix D: Organizational structure2nd Kenya Week in Poland (September 16-27, 2005)

    event to be organised for the 1st time event to be organised for the 2nd time


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