Project rose2010

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. " --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 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

HOW WE TALK Target Audience Leads Hot Prospect FOR-PROFIT Trade School Starts Investment Proprietary Sales

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

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?”

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 TALKMarketing RelatedOld NewLeads InquiriesStarts New studentsClose FinalizeSales RecruitmentPiece of business ApplicantTelemarketing Recruitment

HOW WE TALKMarketing RelatedOld NewCall Center Enrollment Assistance CenterQuotas GoalsCommissions Salary ComponentRecruiters CounselorsTarget Audience Prospective StudentsMarket Presence Regional CampusesConversions Enrollments

HOW WE TALKOperations RelatedOld NewGraduate Placement Graduate EmploymentTeachers/instructors Faculty, Professors (where appropriate)Scrub meeting New student review

HOW WE TALKOperations RelatedOld NewRetention PersistenceOpen Enrollment Equal OpportunityEmployees Faculty and staffPerformance Effectiveness

HOW WE TALKOrganization RelatedOld NewAdmissions Admissions AdvisorRepresentativeJobs CareersSchool Institute/College /UniversityCorporate Home Office

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

HOW WE TALKAcademics RelatedOld NewIntrusive advising Proactive advisingRemedial coursework Transitional StudiesDevelopmental student Progressing studentAcademic support Academic successcenter centerStudent Advisors Student coaches

HOW WE TALKTroublesome 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 RoseDavid Pauldine, President, DeVry University dpauldine@devry.edu Bob Cohen, SVP CCA bobc@career.org

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Project rose2010

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