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Introducing
Project Rose

    David Pauldine
   DeVry University
        Bob Cohen
              CCA
INTRODUCING PROJECT ROSE




"What's in a name? That which we call a
rose
By 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!
WHY DO WORDS MATTER?



  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.
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




   Target Audience      Leads       Hot Prospect
               FOR-PROFIT
                     Trade School
        Starts                      Investment
                        Proprietary
             Sales
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                    NEW
Strategic Positioning
For Profit/Proprietary   Private Sector
Training                 Education
Vocation                 Career
Career College           Private Sector College
                         or University
Mom and Pop              Family Owned
HOW WE TALK


         OLD                   NEW
Strategic Positioning
Private Equity          Private Sector
Capital                 Investment
Industry                Sector
Corporation             Education Company
Brands                  Institutions
Parent Company          University System
HOW WE TALK


Marketing Related
Old                 New
Leads               Inquiries
Starts              New students
Close               Finalize
Sales               Recruitment
Piece of business   Applicant
Telemarketing       Recruitment
HOW WE TALK

Marketing Related
Old                 New
Call Center         Enrollment Assistance
                    Center
Quotas              Goals
Commissions         Salary Component
Recruiters          Counselors
Target Audience     Prospective Students
Market Presence     Regional Campuses
Conversions         Enrollments
HOW WE TALK


Operations Related
Old                    New
Graduate Placement     Graduate Employment
Teachers/instructors   Faculty, Professors
                       (where appropriate)
Scrub meeting          New student review
HOW WE TALK


Operations Related
Old                  New
Retention            Persistence
Open Enrollment      Equal Opportunity
Employees            Faculty and staff
Performance          Effectiveness
HOW WE TALK


Organization Related
Old                    New
Admissions             Admissions Advisor
Representative
Jobs                   Careers
School                 Institute/College
                       /University
Corporate              Home Office
HOW WE TALK


Organization Related
Old                         New
Write some business         Accept Applications
General Education           Liberal Arts
1st, 2nd, 3rd or 4th year   Freshman, sophomore,
                            junior or senior
Booking                     Scheduling
Phone script                Appointment set
                            outline
HOW WE TALK



Academics Related
Old                     New
Intrusive advising      Proactive advising
Remedial coursework     Transitional Studies
Developmental student   Progressing student
Academic support        Academic success
center                  center
Student Advisors        Student coaches
HOW WE TALK


Troublesome Phrases
“Portfolio of brands”

“Gold standard brands”

“in as little as”
KEY CHALLENGES TO OVERCOME




                                  IR
                                  Shorthand
                   Business vs.   and Analyst
                   Education      Expectations
                   Perspective
       Corporate
       Culture
KEY CHALLENGES TO OVERCOME




                                   Word Baiting
                                   of Detractors
                     In-Grained    and Critics
                     and Widely
                     Shared
                     Government
       Publicly      Terminology
       Traded vs.
       Sector Wide
       Differences
KEY CHALLENGES TO OVERCOME




                                  Popular
                                  Acceptance
                  Wide
                  Dissemination


       Common
       Adoption
PROJECT ROSE END GAME

                         Press
                       Releases
                          and
                      Statements




          Employee    Private      Marketing
             and
           Student    Sector          and
                                   Advertising
          Outreach   Education




                       Financial
                      Statements
HOW DO WE GET THERE?




                           Working
• Data Dump                Groups    • Focus
• Literature        • GR               Groups
  Review            • PR             • Polling
                    • IR                 Synthesis and
    Level Setting
                                            Testing
HOW DO WE GET THERE?




                     Dissemination
• Glossary                           • Evaluate
• Other           • Institutions       Acceptance
  Collateral      • Third Parties    • Refinement
                  • Grasstops
     Collection                            Testing
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
    dpauldine@devry.edu

         Bob Cohen, SVP
                   CCA
        bobc@career.org

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Project rose2010

  • 1. Introducing Project Rose David Pauldine DeVry University Bob Cohen CCA
  • 2. INTRODUCING PROJECT ROSE "What's in a name? That which we call a rose By any other name would smell as sweet."
  • 3. 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!
  • 4. WHY DO WORDS MATTER? 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.
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. HOW WE TALK Target Audience Leads Hot Prospect FOR-PROFIT Trade School Starts Investment Proprietary Sales
  • 11. 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
  • 12. 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?”
  • 13. HOW WE TALK OLD NEW Strategic Positioning For Profit/Proprietary Private Sector Training Education Vocation Career Career College Private Sector College or University Mom and Pop Family Owned
  • 14. HOW WE TALK OLD NEW Strategic Positioning Private Equity Private Sector Capital Investment Industry Sector Corporation Education Company Brands Institutions Parent Company University System
  • 15. HOW WE TALK Marketing Related Old New Leads Inquiries Starts New students Close Finalize Sales Recruitment Piece of business Applicant Telemarketing Recruitment
  • 16. HOW WE TALK Marketing Related Old New Call Center Enrollment Assistance Center Quotas Goals Commissions Salary Component Recruiters Counselors Target Audience Prospective Students Market Presence Regional Campuses Conversions Enrollments
  • 17. HOW WE TALK Operations Related Old New Graduate Placement Graduate Employment Teachers/instructors Faculty, Professors (where appropriate) Scrub meeting New student review
  • 18. HOW WE TALK Operations Related Old New Retention Persistence Open Enrollment Equal Opportunity Employees Faculty and staff Performance Effectiveness
  • 19. HOW WE TALK Organization Related Old New Admissions Admissions Advisor Representative Jobs Careers School Institute/College /University Corporate Home Office
  • 20. HOW WE TALK Organization Related Old New Write some business Accept Applications General Education Liberal Arts 1st, 2nd, 3rd or 4th year Freshman, sophomore, junior or senior Booking Scheduling Phone script Appointment set outline
  • 21. HOW WE TALK Academics Related Old New Intrusive advising Proactive advising Remedial coursework Transitional Studies Developmental student Progressing student Academic support Academic success center center Student Advisors Student coaches
  • 22. HOW WE TALK Troublesome Phrases “Portfolio of brands” “Gold standard brands” “in as little as”
  • 23. KEY CHALLENGES TO OVERCOME IR Shorthand Business vs. and Analyst Education Expectations Perspective Corporate Culture
  • 24. KEY CHALLENGES TO OVERCOME Word Baiting of Detractors In-Grained and Critics and Widely Shared Government Publicly Terminology Traded vs. Sector Wide Differences
  • 25. KEY CHALLENGES TO OVERCOME Popular Acceptance Wide Dissemination Common Adoption
  • 26. PROJECT ROSE END GAME Press Releases and Statements Employee Private Marketing and Student Sector and Advertising Outreach Education Financial Statements
  • 27. HOW DO WE GET THERE? Working • Data Dump Groups • Focus • Literature • GR Groups Review • PR • Polling • IR Synthesis and Level Setting Testing
  • 28. HOW DO WE GET THERE? Dissemination • Glossary • Evaluate • Other • Institutions Acceptance Collateral • Third Parties • Refinement • Grasstops Collection Testing
  • 29. PROJECT ROSE…SUMMING UP Chain Schools Hungry for Students ? Pushing “Starts”
  • 30. PROJECT ROSE…SUMMING UP Relevant Cost Effective Accessible OR
  • 31. PROJECT ROSE…SUMMING UP Words Create Outcomes Words have Consequences ! Words Matter
  • 32. Project Rose David Pauldine, President, DeVry University dpauldine@devry.edu Bob Cohen, SVP CCA bobc@career.org