Final Deliverables (Submit two components): Video Presentation

2. Video Presentation (5 minutes maximum)

  • Record a concise, professional video presentation summarizing your proposal.

  • This should not be a read-aloud of your report but a passionate pitch of your key idea.

  • Content: Introduce yourself, state the core problem in your chosen city, present your main proposal (focus on the visuals if you’re a designer, or the core campaign hook if you’re a marketer), and end with your key call to action.

  • This develops your skills in communicating complex ideas effectively to a broad audience.

Success Criteria:
Your work will be evaluated on:

  • Depth of Analysis: Synthesis of local and global insights.

  • Clarity & Cohesion: How well the written narrative and visual elements work together.

  • Actionability & Realism: The feasibility and practical relevance of the proposed project.

  • Professionalism: The quality of writing, visual design, and video presentation.

  • Persuasiveness: The ability to build a compelling case for change.

This final assignment is your opportunity to demonstrate the full set of skills you have acquired and to produce a tangible output that could genuinely contribute to shaping more sustainable and livable cities in the Philippines.

 

Final Deliverables (Submit two components): Comprehensive City Proposal Document

1. Comprehensive City Proposal Document (PDF, 10-12 pages maximum)

This document should be structured as a professional report with the following sections:

  • Section 1: Executive Summary (1 page)

    • A high-level overview for a busy mayor or director, summarizing the city’s key mobility challenge, your proposed solution, and the expected impact.

  • Section 2: City Mobility Profile (2-3 pages)

    • Written: A refined synthesis of the city’s context, highlighting the most critical mobility challenges, the status of relevant plans (CUMP/SUMP), and the key players landscape. Integrate insights from global case studies to validate the chosen direction.

    • Visual: Include maps, photos, and/or simple infographics to illustrate key points (e.g., a map showing traffic congestion points, a chart of modal split if data is available).

  • Section 3: Proposed Project Documentation (4-6 pages)

    • This is the polished version of your work from Weeks 8-11.

    • For Option A (Smart Infrastructure):

      • Present your final, annotated street renders for the three road types.

      • Include a written rationale for each design choice, explicitly linking it to the principles of safety, sustainability, and accessibility.

      • Add a brief implementation roadmap (phasing, estimated timeline, key responsible agencies).

    • For Option B (Social Marketing Campaign):

      • Present the final version of your campaign toolkit.

      • Include a written justification for your chosen target audience and messaging strategy.

      • Detail the phased execution plan and the methods for monitoring and evaluation.

  • Section 4: Conclusion & Call to Action (1 page)

    • Summarize the transformative potential of your proposal.

    • Provide a clear, actionable call to action for the city government and local partners, outlining the immediate next steps.

 
 
 
 
 
 
 
 
 
 
 
 

Option B: Social Marketing Campaign – Final Toolkit

Objective: Develop your strategic plan into a ready-to-use toolkit or campaign guide that local partners can execute.

Tasks:

  1. Develop a Step-by-Step Execution Guide: Break down the campaign launch and rollout into clear, actionable phases (e.g., Phase 1: Partner Mobilization, Phase 2: Awareness Blitz, Phase 3: Community Activation Event).

  2. Create Toolkit Assets: Design the core materials needed for the campaign. This could include:

    • A sample social media content calendar for the first month.

    • Draft copy for flyers or posters.

    • A run-of-show for a proposed “Open Streets” launch event.

    • Templates for community surveys or pledge forms.

  3. Outline a Monitoring & Evaluation Plan: Define how success will be measured, linking back to your SMART goals.

Final Deliverables for Option B (Submit one PDF by end of Week 11):

  • Advocacy Campaign Toolkit:

    1. Campaign Strategy Recap: A summary of the goals, audience, and key messages from Week 9.

    2. Step-by-Step Execution Guide: A clear, phased plan for the first 3-6 months of the campaign.

    3. Actionable Assets: A suite of at least 3-4 ready-to-adapt materials (e.g., content calendar, flyer draft, event plan).

    4. Measurement Plan: A brief explanation of how the project team will track the campaign’s performance against its stated goals.

Option A: Smart Infrastructure Design – Final Proposal

Objective: Transform your conceptual designs into a professional design proposal featuring detailed street renders and an implementation note.

Tasks:

  1. Create Detailed Street Renders: Using digital tools (e.g., Canva, Photoshop, SketchUp, or even detailed, annotated diagrams), create a polished “after” render for each of your three road types. The renders must visually incorporate all the required principles.

  2. Annotate Designs: Clearly label all new elements on your renders: protected bike lanes, widened sidewalks, improved transit stops with shelters, new tree plantings, bike parking, and wayfinding signs.

  3. Draft an Executive Brief: Write a concise summary for a city engineer or mayor, explaining the benefits of your design and the first steps for implementation.

Final Deliverables for Option A (Submit one PDF by end of Week 11):

  • Complete Streets Design Proposal:

    1. Executive Summary: A one-page brief selling your proposal to city leaders.

    2. Design Renderings: Three high-quality, annotated street renders (National, Local, Barangay Road).

    3. Design Rationale: For each render, a short paragraph explaining how the design prioritizes people over cars, improves safety, and enhances the urban environment.

    4. Phased Implementation Guide: A brief, bulleted list recommending which road to pilot first and the key steps (e.g., community consultation, traffic management plan, costing).

Option B: Social Marketing Campaign – Inception

Objective: Define the strategic foundation for your campaign, focusing on either a Modal Shift or Open Streets initiative.

Tasks:

  1. Campaign Foundation:

    • Choose Your Focus: Decide definitively on either “Modal Shift to Walking/Cycling” or “Promotion of Car-Free Streets.”

    • Set SMART Goals: Define 2-3 Specific, Measurable, Achievable, Relevant, and Time-bound goals (e.g., “Increase bicycle counts on XYZ street by 15% within 6 months of campaign launch”).

    • Identify Target Audience: Define a primary and secondary audience (e.g., “Primary: Students aged 16-24; Secondary: Local business owners near the proposed open street”).

  2. Message Development: Craft 3-4 core key messages that will resonate with your target audience. These should be clear, compelling, and action-oriented.

  3. Stakeholder Mapping: Identify the key partners needed to make this campaign a reality (e.g., Barangay Council, local cycling clubs, school principals, police).

Deliverables for Option B (Submit one PDF by end of Week 9):

  • Campaign Inception Plan (3 pages max):

    1. Campaign Charter: Clearly state the campaign name, focus, and SMART goals.

    2. Audience Personas: Create a brief profile for your primary and secondary audiences, detailing their motivations and potential barriers to accepting your message.

    3. Key Messages & Slogans: List your core messages and propose 1-2 catchy campaign slogans.

    4. Stakeholder List & Roles: A table listing key partners and their proposed role in the campaign.

Option A: Smart Infrastructure Design – Inception

Objective: Select specific road sites in Iloilo City and develop the preliminary concept for your “Complete Streets” redesigns.

Tasks:

  1. Site Selection & Analysis: Using mapping tools (e.g., Google Earth, OpenStreetMap), select one real road segment in Iloilo City for each of the following types:

    • A National Road (e.g., a major artery like Benigno Aquino Ave.)

    • A Local/City Road (e.g., a downtown street like JM Basa St.)

    • A Barangay Road (e.g., a narrow residential street)

  2. Baseline Analysis: For each site, document the current conditions: number of lanes, sidewalk presence/quality, existing tree cover, speed of traffic, proximity to key establishments (schools, markets, gov’t offices).

  3. Conceptual Design Sketches: Create initial conceptual sketches or digital diagrams for each road type, showing how you will apply the required principles.

Deliverables for Option A (Submit one PDF by end of Week 9):

  • Site Selection Justification: A brief explanation for why you chose each specific road segment.

  • Baseline Analysis Report: A short profile for each site, including a map screenshot and a bulleted list of existing conditions and challenges.

  • Conceptual Design Diagrams: Simple but clear sketches (can be digital or hand-drawn and scanned) for each of the three road types, illustrating your initial ideas for lane reconfiguration, bike lane placement, and sidewalk improvement.

Week 7: Synthesis & Proposal – Designing a Piloting Roadmap

Deliverables (Submit one PDF):

  • Pilot Project Proposal (3 pages max):

    1. Executive Summary: A snapshot of the proposal for a decision-maker.

    2. The Intervention: Description of the proposed pilot, clearly linked to the global case study. Specify the scale (e.g., “a 1-km protected bike lane in Iloilo City’s commercial district”).

    3. Justification for Choice: Explain why this intervention was selected over others, referencing its high transferability scores and alignment with the city’s specific challenges and plans.

    4. Implementation Roadmap: Outline the key steps for the pilot: Key Players (who needs to be involved?), Policy Needs (what approvals or policy changes are required?), and Technology/Infrastructure (what specific assets are needed?).

    5. Measuring Success: Define 2-3 Key Performance Indicators (KPIs) to evaluate the pilot’s success (e.g., user numbers, reduction in travel time, decrease in local air pollution).

Week 6: Deep-Dive Analysis – Deconstructing Success & Failure

Deliverables (Submit one PDF):

  • Three Case Study Briefs (One page each):

    1. Summary: A concise overview of the case study.

    2. Deconstruction: Bullet points analyzing the Policy, Technology, and Key Players.

    3. Transferability Scorecard: A table rating the intervention’s transferability to your chosen Philippine city on a scale of 1-5 for Feasibility, Cultural Fit, and Policy Alignment, with a one-sentence justification for each score.

Week 5: Global Scan – Identifying Promising Interventions

Deliverables (Submit one PDF):

  • Global Solutions Matrix: A single, well-formatted table with six rows (2 case studies x 3 topics) and columns for: Focus Area, City/Country, Core Intervention, Key Outcomes, and Source.

  • Initial Transferability Thoughts: A one-paragraph summary stating which one case study you find most immediately interesting for the Philippine context and a brief initial reason why.

Week 4: Calapan & Naga City – Synthesis and Proposal for a “Transformative Action”

Deliverables (Submit one PDF):

  • Synthesis and Proposal Presentation (4 slides in PDF format):

    1. Slide 1: Cross-Cutting Insights: What common themes emerged across all four cities regarding Policy, Technology, and Key Players?

    2. Slide 2: Selected City & Challenge: Briefly state the city you have chosen and describe the specific challenge your “Transformative Action” will address.

    3. Slide 3: The Transformative Action: Describe your proposed action. Explain how it involves the community (Key Players), uses appropriate Technology, and aligns with or influences local Policy.

    4. Slide 4: Expected Outcomes: List the potential social, environmental, and mobility-related benefits of your proposed action.