Case Study: Promotion of Urban Mobility Initiatives
This case study presents the advantageous combination of two research projects and is an ideal example of how Latin American Capital works to offer the best solutions to clients, even if this involves developing proposals beyond the initial queries that have arisen. First of all, the feasibility of relocating one of the most important educational institutions in Guadalajara was evaluated, with a particular emphasis on the impact on transportation. Based on the results of the evaluation and LAC’s favorable standing with urban planning agencies, the project to develop and implement a new private school transport system was encouraged.
The private education institution employed LAC to carry out a feasibility analysis of the central idea of relocating the premises, which implied a complex multidisciplinary approach that covered the issues of marketing, mobility, internal and external communication, as well as business management, administrative and operational. A variety of options needed to be explored, with the aim of reducing the impact on traffic flow that would be generated by both students and staff in areas that already posed a challenge. It was at this point that the project of the educational institution was coupled with one of the most ambitious transportation initiatives in Guadalajara, which was still in the conceptualization phase, and that was directed by the SEMADET (Ministry of the Environment and Territorial Development), among other public institutions. This Comprehensive Sustainable Mobility Plan (PIMS), created by LAC, would be integrated with the collective mobility proposal for private institutions, created by SEMADET, where LAC and the educational institution would lead the research phase and application guidelines.
In order to evaluate the relocation of the premises, a research methodology was designed that would cover the different topics that needed to be explored. With regard to marketing, a report on the educational services industry in the Guadalajara Metropolitan Area (AMG) was delivered, with the aim of understanding prospective consumers, direct competitors and concluding with a market absorption assessment. In order to address the questions of administrative management and transportation, two tools were applied: an origin-destination study (considering students and staff), and a public opinion survey. In this way, the most relevant issues, both for and against, of the relocation of the educational institution were identified.
In continuation, we proceeded to design a framework for the research and assessment of key elements for the design of the Comprehensive Plan for Sustainable Transportation (PIMS) between private schools of the AMG. Based on the initial evaluation of the educational institution, the focus of the first phase would be on identifying the key actors to structure the operational framework of the project, that would be called PROME (School Transportation Plan), and which strategies would be sought to replicate the framework in other private institutions in the city. Once there was a clear understanding of the foundations and motivations that would support the plan, the second phase would focus on the structuring of the Strategic Work Plan or regulatory framework, which would be implemented taking into consideration all of the specific guidelines and the operational, administrative and promotional resources. Finally, the third phase would involve implementation, monitoring, and evaluation in order to guarantee that the transportation strategy is applied effectively.
- More than 80,100 records that were obtained through surveys of students’ families and staff of the institution were processed.
- The means of communication used by the educational institution were not effective in promoting transportation strategies.
- One of the main challenges that were identified was the paradigm shift that the suggestion of intercollegiate collective transport represented for parents.
- The formation of a committee, that is representative of the cross-section of the community, would be necessary to centralize efforts and apply a Transportation Plan with the proposed characteristics.
- There was a large number of IT systems for day-to-day operations that are not integrated with each other. This fragments communication and reduces process efficiency.
The multisectoral analysis that was presented to the educational institution eased the decision-making process with regard to the relocation of the premises. The intelligence gathered on the competitors, consumers and market absorption presented relocation as an attractive opportunity. In addition, the analysis helped the institution to identify the intrinsic challenges that needed to be overcome, including significant complications of transportation flows for families and staff.
There are several important complications regarding the possible application of a sustainable transportation initiative between private schools. These range from the general distrust of key sectors (such as parents), the absence of a structure or governing body that is empowered to drive this initiative, a limited supply of multimodal transportation, and low-quality short-term options. However, using the suggestions and tools that are available, under a medium-term work structure, an efficient and reliable initiative could be developed. For example, the integration of administrative, operational, and technological resources as well as an investment in renewed transportation assets, continual training of drivers, sustained application of evaluation tools, use of ERP systems, speed controls, and vehicle monitoring or ID recognition would facilitate the consolidation of a safe, reliable and effective intercollegiate PROME that would alleviate the concerns of parents.
If you require support for the evaluation, management, or planning of a complex initiative with a multidisciplinary team, with a LAC Special Projects Investigation you can:
- Perform in-depth analyses of social or business phenomena through rigorous research methodologies and multidisciplinary inquiry.
- Manage contact with public and/or private organizations to support the effective development of your initiative.
- Determine the strategic points of your research for a much more successful decision-making process.
- Receive guidance on the feasibility, budgeting, and strategic planning of your project.
- Find, contact, and formalize collaborations with key associates that can strengthen the value propositions of your initiative.
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