Egypt resides over multiple entities responsible for the enhancement of mobility in Greater Cairo, but the city still faces setbacks and continuous challenges. In an attempt at resolving issues such as institutional fragmentation, insufficient financial resource, poor public transport, aggravated traffic congestion and high accident rates, the World Bank Group in collaboration with the most influential players within the transport sector, mandated IDOM and CID Consulting to develop the Greater Cairo Transport Regulatory Authority (GCTRA).
The consortium was assigned responsibility for processes, organisational design, and operational guides, whilst World Bank spearheaded activity to attract new donors to support and fund the new entity. We sought to provide technical assistance by developing the necessary tools to ensure the GCTRA was able to get off the ground successfully. We began by designing the Authority’s organizational structure, along with a strategic roadmap and guidelines for key operational processes which served as the GCTRA’s backbone ahead of its launch.
Once these tools had been implemented, we turned our focus to finding the right people, consulting with a wide array of stakeholders to further understand the dynamics between the Ministry of Transport and the GCTRA to define detailed job descriptions and develop a manpower profile for the Authority. We also developed a tailored competency model including job gradings, in alignment with government mandates and regulations regarding civil servants. To ensure the resources joining GCTRA were equipped to fulfil the Authority’s mandate, we developed ten training models to get the talented team up to speed with the requirements of Cairo’s rapidly regenerating urban transport sector. Finally, to ensure the entity was able to reach a wider audience both within the Ministry and the public at large, we implemented a branding and communication framework which included a new brand identity and the production of different communication tools.
CID equipped GCTRA with full operational, organisational development and communication material to successfully launch within a fragmented arena, including a solid road map, process management strategy and brand materials. We recruited talent and helped the GCTRA engage with a variety of local and international players, positioning them as the new leading voice of the transport sector.