introducing project rose david pauldine devry university bob cohen cca introducing project rose...

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

dpauldine@devry.edu

Bob Cohen, SVP

CCA

bobc@career.org

Project Rose

David Pauldine, President,

DeVry University

dpauldine@devry.edu

Bob Cohen, SVP

CCA

bobc@career.org