Project Rose David Pauldine DeVry University Bob Cohen CCA Introducing project Rose Whats in a name That which we call a rose By any other name would smell as sweet Introducing project Rose ID: 270128
Download Presentation The PPT/PDF document "Introducing" is the property of its rightful owner. Permission is granted to download and print the materials on this web site for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.
Slide1
Introducing
Project Rose
David Pauldine
DeVry
University
Bob Cohen
CCASlide2
Introducing project Rose
"What's in a name? That which we call a rose
By any other name would smell as sweet."Slide3
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!Slide4
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?Slide5
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 FacilitySlide6
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 AroundSlide7
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 IndividualSlide8
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 EsteemSlide9
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 ValueSlide10
How We Talk
FOR-PROFIT
Leads
Starts
Investment
Proprietary
Trade School
Sales
Hot Prospect
Target AudienceSlide11
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 RepaySlide12
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?”Slide13
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 OwnedSlide14
How We Talk
OLD
NEW
Strategic Positioning
Private Equity
Private Sector
Capital
Investment
Industry
Sector
Corporation
Education Company
Brands
Institutions
Parent Company
University SystemSlide15
How We Talk
Marketing Related
Old
New
Leads
Inquiries
Starts
New students
Close
Finalize
Sales
Recruitment
Piece of business
Applicant
Telemarketing
RecruitmentSlide16
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
EnrollmentsSlide17
How we talk
Operations Related
Old
New
Graduate Placement
Graduate Employment
Teachers/instructors
Faculty, Professors (where appropriate)
Scrub meeting
New student reviewSlide18
How we talk
Operations Related
Old
New
Retention
Persistence
Open Enrollment
Equal Opportunity
Employees
Faculty and staff
Performance
EffectivenessSlide19
How we talk
Organization Related
Old
New
Admissions Representative
Admissions Advisor
Jobs
Careers
School
Institute/College
/
University
Corporate
Home OfficeSlide20
How we talk
Organization Related
Old
New
Write some business
Accept Applications
General Education
Liberal Arts
1
st
, 2
nd
, 3
rd
or 4
th
year
Freshman, sophomore, junior or senior
Booking
Scheduling
Phone script
Appointment set outlineSlide21
How We talk
Academics Related
Old
New
Intrusive advising
Proactive advising
Remedial coursework
Transitional Studies
Developmental student
Progressing student
Academic support center
Academic success center
Student Advisors
Student coachesSlide22
How we talk
Troublesome Phrases
“Portfolio of brands”
“Gold standard brands”
“in as little as”Slide23
Key Challenges to overcomeSlide24
Key Challenges to overcomeSlide25
Key Challenges to overcomeSlide26
Project rose end gameSlide27
How Do we Get There?Slide28
How Do we Get There?Slide29
Project Rose…Summing Up
?Slide30
Project Rose…Summing Up
ORSlide31
Project Rose…Summing Up
!Slide32
Project Rose
David Pauldine, President,
DeVry
University
dpauldine@devry.edu
Bob Cohen, SVP
CCA
bobc@career.org