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. 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. 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. 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. 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. 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. 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. HOW WE TALK
Target Audience Leads Hot Prospect
FOR-PROFIT
Trade School
Starts Investment
Proprietary
Sales
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. 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. 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. 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. HOW WE TALK
Marketing Related
Old New
Leads Inquiries
Starts New students
Close Finalize
Sales Recruitment
Piece of business Applicant
Telemarketing Recruitment
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. HOW WE TALK
Operations Related
Old New
Graduate Placement Graduate Employment
Teachers/instructors Faculty, Professors
(where appropriate)
Scrub meeting New student review
18. HOW WE TALK
Operations Related
Old New
Retention Persistence
Open Enrollment Equal Opportunity
Employees Faculty and staff
Performance Effectiveness
19. HOW WE TALK
Organization Related
Old New
Admissions Admissions Advisor
Representative
Jobs Careers
School Institute/College
/University
Corporate Home Office
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. 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. HOW WE TALK
Troublesome Phrases
“Portfolio of brands”
“Gold standard brands”
“in as little as”
23. KEY CHALLENGES TO OVERCOME
IR
Shorthand
Business vs. and Analyst
Education Expectations
Perspective
Corporate
Culture
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. KEY CHALLENGES TO OVERCOME
Popular
Acceptance
Wide
Dissemination
Common
Adoption
26. PROJECT ROSE END GAME
Press
Releases
and
Statements
Employee Private Marketing
and
Student Sector and
Advertising
Outreach Education
Financial
Statements
27. HOW DO WE GET THERE?
Working
• Data Dump Groups • Focus
• Literature • GR Groups
Review • PR • Polling
• IR Synthesis and
Level Setting
Testing
28. HOW DO WE GET THERE?
Dissemination
• Glossary • Evaluate
• Other • Institutions Acceptance
Collateral • Third Parties • Refinement
• Grasstops
Collection Testing
