introducing project rose david pauldine devry university bob cohen cca introducing project rose...
TRANSCRIPT
Introducing
Project Rose
David Pauldine
DeVry University
Bob Cohen
CCA
Introducing
Project Rose
David Pauldine
DeVry University
Bob Cohen
CCA
INTRODUCING PROJECT ROSE
"What's in a name? That which we call a roseBy any other name would smell as sweet."
INTRODUCING PROJECT ROSE
"Reframing is changing the way the public sees the world. It is changing what counts as common sense. "
--George Lakoff, Don’t Think of an Elephant!
THE PROJECT ROSE INITIATIVE IS AN EFFORT AIMED AT CHANGING THE VERNACULAR OF OUR SECTOR AND ENSURING THAT THE WORDS WE USE TO DESCRIBE OUR SCHOOLS, THE EDUCATION WE OFFER AND OUR STUDENTS, COMMAND RESPECT AND REFLECT PROFESSIONALISM.
WHY DO WORDS MATTER?
HOW DOES THIS APPLY?
Let’s take a few examples…• Used Car vs. Pre-Owned Vehicle• Garbage Collection vs. Waste Management• Jungle vs. Rain Forest• Old Man vs. Senior Citizen• Poor Kid vs. At Risk Child• One Room Apartment vs. Studio Apartment• Jail vs. Correctional Facility
HOW DOES THIS APPLY TO OTHERS?
From a Policy Perspective…• In the Environmental Movement…
• “Natural Resources Management” • Nature Can’t Be Managed• Resources Are Simply Used
• Sustainability• Suggests Growth Can Be Sustained
• Stewardship of Natural Resources• Mother Nature Doesn’t Like be Bossed Around
HOW DOES THIS APPLY TO OTHERS?
Let’s take a few examples…• From a Political Perspective…
• “Do-Gooder” vs. Reformer Minded Individual
• “Tax Cut” vs. Tax Relief• Tax and Spend Liberal vs. Socially
Concerned Individual
HOW DOES THIS APPLY TO OTHERS?
Let’s take a few examples…• From a People Perspective…
• Bad Child vs. Bad Behavior• Punishment vs. Correction• Blame vs. Personal Responsibility• Shame vs. Low Self Esteem
HOW OTHERS THINK ABOUT US
The Critic’s For-Profit Education “Frame”• Basic Function is to Produce Profits• Education Yoked to the Purpose of Profits• Education at Odds (if not War) with Tradition• Mission is Anti-Intellectual and Common• Lead by Business People Not Educators• Targeting Most Vulnerable in Society• Lacking in Prestige and Demonstrable Value
HOW WE TALK
FOR-PROFITLeads
Starts InvestmentProprietary
Trade School
Sales
Hot ProspectTarget Audience
HOW WE THINK
Problematic Investor Call Statements• Rise in Student Aid Entitlements = Automatic
Revenue Bump• 90-10 Provision Forces Tuition Increase• Unemployment Rates Drive Profits• Institutional Lending Anticipates Heavy Failure
to Repay
HOW WE THINK
Problematic Advertising and Marketing Practices
“Want to Offer Online Courses, but Don’t Have the Time, Money or Resources?”
“Measure the Quality of Every Incoming Student Lead…”
“Cost Per Lead, Cost Per Appointment, Cost Per Enrollment and Cost Per Hot Transfer”
“Hungry for Students?”
HOW WE TALK
OLD NEWStrategic PositioningFor Profit/Proprietary Private SectorTraining EducationVocation CareerCareer College Private Sector College
or UniversityMom and Pop Family Owned
HOW WE TALK
OLD NEWStrategic PositioningPrivate Equity Private SectorCapital InvestmentIndustry SectorCorporation Education CompanyBrands InstitutionsParent Company University System
HOW WE TALK
Marketing RelatedOld NewLeads InquiriesStarts New studentsClose FinalizeSales RecruitmentPiece of business ApplicantTelemarketing Recruitment
HOW WE TALK
Marketing RelatedOld NewCall Center Enrollment Assistance
CenterQuotas GoalsCommissions Salary ComponentRecruiters CounselorsTarget Audience Prospective StudentsMarket Presence Regional CampusesConversions Enrollments
HOW WE TALK
Operations RelatedOld NewGraduate Placement Graduate EmploymentTeachers/instructors Faculty, Professors
(where appropriate)Scrub meeting New student review
HOW WE TALK
Operations RelatedOld NewRetention PersistenceOpen Enrollment Equal OpportunityEmployees Faculty and staffPerformance Effectiveness
HOW WE TALK
Organization RelatedOld NewAdmissions Representative
Admissions Advisor
Jobs CareersSchool Institute/College
/UniversityCorporate Home Office
HOW WE TALK
Organization RelatedOld NewWrite some business Accept ApplicationsGeneral Education Liberal Arts1st, 2nd, 3rd or 4th year Freshman, sophomore,
junior or seniorBooking SchedulingPhone script Appointment set
outline
HOW WE TALK
Academics RelatedOld NewIntrusive advising Proactive advisingRemedial coursework Transitional StudiesDevelopmental student Progressing studentAcademic support center
Academic success center
Student Advisors Student coaches
HOW WE TALK
Troublesome Phrases“Portfolio of brands”
“Gold standard brands”
“in as little as”
KEY CHALLENGES TO OVERCOME
Corporate Culture
Business vs. Education Perspective
IR Shorthand and Analyst Expectations
KEY CHALLENGES TO OVERCOME
Publicly Traded vs. Sector WideDifferences
In-Grained and Widely Shared Government Terminology
Word Baiting of Detractors and Critics
KEY CHALLENGES TO OVERCOME
Common Adoption
Wide Dissemination
Popular Acceptance
PROJECT ROSE END GAME
Private Sector Education
HOW DO WE GET THERE?
• Data Dump• Literature Review
Level Setting
HOW DO WE GET THERE?
• Glossary • Other Collateral
Collection
PROJECT ROSE…SUMMING UP
Chain Schools
Hungry for Students
Pushing “Starts”?
PROJECT ROSE…SUMMING UP
Relevant
Cost Effective
Accessible
OR
PROJECT ROSE…SUMMING UP
Words Create Outcomes
Words have Consequences
Words Matter!
Project Rose
David Pauldine, President,
DeVry University
Bob Cohen, SVP
CCA
Project Rose
David Pauldine, President,
DeVry University
Bob Cohen, SVP
CCA