Bill Belew Gets the Internal Memo

I like Bill Belew’s blogging because he gets that education, whether for-profit or non-profit, is a business.

15 Reasons Why University of Phoenix Thinks Wall Street Has it Wrong”

That’s an important distinction because at the end of the day, no matter your philosophical stance on the matter, you need to make sure you can keep the lights on and faculty in the classroom. Thirty years ago, we chose to go the for-profit route and have been able to ensure adherence to one of the core tenets of our mission: everyone who wants a chance to get educated should get a seat at that table.

Last week, during our quarterly earnings announcement, analysts came off the ropes and our stock dipped badly. I usually don’t like jumping into the stock arguments because 1) I’m not an analyst, nor am I that great of an investor and 2) I don’t actually have a seat at “the big table” for discussions that guide our performance relative to the market.

But Bill got hold of an internal memo John Sperling wrote to the organization last week and posted pieces of it to his column. I’m glad he did. It’s important, I believe, that this message reach beyond the internal public and get to the people who need to hear it. Those of us working hard here at University of Phoenix are doing everything we can to ensure that we’re delivering a sound and effective academic experience for those who give us custody of their learning. While Sperling’s list offers a slew of operational pros that will help us continue to drive that effectiveness, there are two points that deserve to be highlighted for extra-special attention.

8. The company is devoting more resources to strengthening research and curriculum development.

9. More emphasis is being placed on academic function - numbers 8 and 9 are traditionally absent from forpros. Not anymore.

The fact is, in spite of the market’s focus on University of Phoenix as an enrollment machine, we’re putting more focus on the academic rigour and intellectual outcomes of our graduates than ever before. Part of this comes from the significant investment in Axia College, the refurbished academic program of which has us teaching traditional lower devision courses the likes of which we’ve never taught. And who’s teaching those courses? Full-time educators. The influx of those people on our delivery notwithstanding, they’re driving a new focus on how teach in addition to what we teach.

It’s no surprise by now that in January we’ll be launching a major branding initiative. In the work I’ve seen so far, I can honestly say that this material represents why I chose to attend University of Phoenix, why I agreed to work at University of Phoenix, and why I do care so deeply about University of Phoenix. We’re trying to do things right, and figure out the right things to do. The market will catch the vision again soon… they always do.