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Project rose2010

  1. 1. Introducing Project Rose David Pauldine DeVry University Bob Cohen CCA
  2. 2. INTRODUCING PROJECT ROSE "What's in a name? That which we call a rose By any other name would smell as sweet."
  3. 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. 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 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. 10. HOW WE TALK Target Audience Leads Hot Prospect FOR-PROFIT Trade School Starts Investment Proprietary Sales
  11. 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. 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. 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. 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. 15. HOW WE TALK Marketing Related Old New Leads Inquiries Starts New students Close Finalize Sales Recruitment Piece of business Applicant Telemarketing Recruitment
  16. 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. 17. HOW WE TALK Operations Related Old New Graduate Placement Graduate Employment Teachers/instructors Faculty, Professors (where appropriate) Scrub meeting New student review
  18. 18. HOW WE TALK Operations Related Old New Retention Persistence Open Enrollment Equal Opportunity Employees Faculty and staff Performance Effectiveness
  19. 19. HOW WE TALK Organization Related Old New Admissions Admissions Advisor Representative Jobs Careers School Institute/College /University Corporate Home Office
  20. 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. 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. 22. HOW WE TALK Troublesome 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 Rose David Pauldine, President, DeVry University dpauldine@devry.edu Bob Cohen, SVP CCA bobc@career.org

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