IntroducingProject Rose    David Pauldine   DeVry University        Bob Cohen              CCA
INTRODUCING PROJECT ROSE"Whats in a name? That which we call aroseBy any other name would smell as sweet."
INTRODUCING PROJECT ROSE"Reframing is changing the way the publicsees the world. It is changing what countsas common sense...
WHY DO WORDS MATTER?  THE PROJECT ROSE INITIATIVE IS AN  EFFORT   AIMED   AT  CHANGING   THE  VERNACULAR OF OUR SECTOR AND...
HOW DOES THIS APPLY?Let’s take a few examples…  •   Used Car vs. Pre-Owned Vehicle  •   Garbage Collection vs. Waste Manag...
HOW DOES THIS APPLY TO OTHERS?From a Policy Perspective…• In the Environmental Movement…   • “Natural Resources Management...
HOW DOES THIS APPLY TO OTHERS?Let’s take a few examples…• From a Political Perspective…   • “Do-Gooder” vs. Reformer Minde...
HOW DOES THIS APPLY TO OTHERS?Let’s take a few examples…• From a People Perspective…  • Bad Child vs. Bad Behavior  • Puni...
HOW OTHERS THINK ABOUT USThe Critic’s For-Profit Education “Frame”• Basic Function is to Produce Profits• Education Yoked ...
HOW WE TALK   Target Audience      Leads       Hot Prospect               FOR-PROFIT                     Trade School     ...
HOW WE THINKProblematic Investor Call Statements• Rise in Student Aid Entitlements = Automatic  Revenue Bump• 90-10 Provis...
HOW WE THINKProblematic Advertising and Marketing Practices“Want to Offer Online Courses, but Don’t Have  the Time, Money ...
HOW WE TALK          OLD                    NEWStrategic PositioningFor Profit/Proprietary   Private SectorTraining       ...
HOW WE TALK         OLD                   NEWStrategic PositioningPrivate Equity          Private SectorCapital           ...
HOW WE TALKMarketing RelatedOld                 NewLeads               InquiriesStarts              New studentsClose     ...
HOW WE TALKMarketing RelatedOld                 NewCall Center         Enrollment Assistance                    CenterQuot...
HOW WE TALKOperations RelatedOld                    NewGraduate Placement     Graduate EmploymentTeachers/instructors   Fa...
HOW WE TALKOperations RelatedOld                  NewRetention            PersistenceOpen Enrollment      Equal Opportunit...
HOW WE TALKOrganization RelatedOld                    NewAdmissions             Admissions AdvisorRepresentativeJobs      ...
HOW WE TALKOrganization RelatedOld                         NewWrite some business         Accept ApplicationsGeneral Educa...
HOW WE TALKAcademics RelatedOld                     NewIntrusive advising      Proactive advisingRemedial coursework     T...
HOW WE TALKTroublesome Phrases“Portfolio of brands”“Gold standard brands”“in as little as”
KEY CHALLENGES TO OVERCOME                                  IR                                  Shorthand                 ...
KEY CHALLENGES TO OVERCOME                                   Word Baiting                                   of Detractors ...
KEY CHALLENGES TO OVERCOME                                  Popular                                  Acceptance           ...
PROJECT ROSE END GAME                         Press                       Releases                          and           ...
HOW DO WE GET THERE?                           Working• Data Dump                Groups    • Focus• Literature        • GR...
HOW DO WE GET THERE?                     Dissemination• Glossary                           • Evaluate• Other           • I...
PROJECT ROSE…SUMMING UP                   Chain Schools                    Hungry for                     Students        ...
PROJECT ROSE…SUMMING UP                    Relevant                  Cost Effective                   Accessible          OR
PROJECT ROSE…SUMMING UP                   Words Create                    Outcomes                    Words have          ...
Project RoseDavid Pauldine, President,         DeVry University    dpauldine@devry.edu         Bob Cohen, SVP             ...
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Project rose2010

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Project rose2010

  1. 1. IntroducingProject Rose David Pauldine DeVry University Bob Cohen CCA
  2. 2. INTRODUCING PROJECT ROSE"Whats in a name? That which we call aroseBy any other name would smell as sweet."
  3. 3. INTRODUCING PROJECT ROSE"Reframing is changing the way the publicsees the world. It is changing what countsas common sense. " --George Lakoff, Don’t Think of an Elephant!
  4. 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. 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. 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. 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. 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. 9. HOW OTHERS THINK ABOUT USThe 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. 10. HOW WE TALK Target Audience Leads Hot Prospect FOR-PROFIT Trade School Starts Investment Proprietary Sales
  11. 11. HOW WE THINKProblematic 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. 12. HOW WE THINKProblematic 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. 13. HOW WE TALK OLD NEWStrategic PositioningFor Profit/Proprietary Private SectorTraining EducationVocation CareerCareer College Private Sector College or UniversityMom and Pop Family Owned
  14. 14. HOW WE TALK OLD NEWStrategic PositioningPrivate Equity Private SectorCapital InvestmentIndustry SectorCorporation Education CompanyBrands InstitutionsParent Company University System
  15. 15. HOW WE TALKMarketing RelatedOld NewLeads InquiriesStarts New studentsClose FinalizeSales RecruitmentPiece of business ApplicantTelemarketing Recruitment
  16. 16. HOW WE TALKMarketing RelatedOld NewCall Center Enrollment Assistance CenterQuotas GoalsCommissions Salary ComponentRecruiters CounselorsTarget Audience Prospective StudentsMarket Presence Regional CampusesConversions Enrollments
  17. 17. HOW WE TALKOperations RelatedOld NewGraduate Placement Graduate EmploymentTeachers/instructors Faculty, Professors (where appropriate)Scrub meeting New student review
  18. 18. HOW WE TALKOperations RelatedOld NewRetention PersistenceOpen Enrollment Equal OpportunityEmployees Faculty and staffPerformance Effectiveness
  19. 19. HOW WE TALKOrganization RelatedOld NewAdmissions Admissions AdvisorRepresentativeJobs CareersSchool Institute/College /UniversityCorporate Home Office
  20. 20. HOW WE TALKOrganization RelatedOld NewWrite some business Accept ApplicationsGeneral Education Liberal Arts1st, 2nd, 3rd or 4th year Freshman, sophomore, junior or seniorBooking SchedulingPhone script Appointment set outline
  21. 21. HOW WE TALKAcademics RelatedOld NewIntrusive advising Proactive advisingRemedial coursework Transitional StudiesDevelopmental student Progressing studentAcademic support Academic successcenter centerStudent Advisors Student coaches
  22. 22. HOW WE TALKTroublesome Phrases“Portfolio of brands”“Gold standard brands”“in as little as”
  23. 23. KEY CHALLENGES TO OVERCOME IR Shorthand Business vs. and Analyst Education Expectations Perspective Corporate Culture
  24. 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. 25. KEY CHALLENGES TO OVERCOME Popular Acceptance Wide Dissemination Common Adoption
  26. 26. PROJECT ROSE END GAME Press Releases and Statements Employee Private Marketing and Student Sector and Advertising Outreach Education Financial Statements
  27. 27. HOW DO WE GET THERE? Working• Data Dump Groups • Focus• Literature • GR Groups Review • PR • Polling • IR Synthesis and Level Setting Testing
  28. 28. HOW DO WE GET THERE? Dissemination• Glossary • Evaluate• Other • Institutions Acceptance Collateral • Third Parties • Refinement • Grasstops Collection Testing
  29. 29. PROJECT ROSE…SUMMING UP Chain Schools Hungry for Students ? Pushing “Starts”
  30. 30. PROJECT ROSE…SUMMING UP Relevant Cost Effective Accessible OR
  31. 31. PROJECT ROSE…SUMMING UP Words Create Outcomes Words have Consequences ! Words Matter
  32. 32. Project RoseDavid Pauldine, President, DeVry University dpauldine@devry.edu Bob Cohen, SVP CCA bobc@career.org
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