DRAFTING UNIVERSITY POLICY: A MICKEY MOUSE AFFAIR DANIEL BUTCHER, CAPELLA UNIVERSITY UMACRAO October 29, 2013
1 Daniel Butcher The Office Disney Guy Admissions & Transfer Office at Capella University University Policy, Prior Learning Assessment and Transfer Review (Registrar Like Office) Capella University Accredited, Proprietary University Located in Minneapolis, MN 36,003 Learners 72% Enrolled in Graduate Programs Average age of 40 95% of Learners Part-Time 1,543 Faculty 43 Degree Programs with 144 Specializations Fully Online
2 Policy Writing A thankless job? I would have applied for your job but Well, that sounds interesting? There is a job doing that? But does policy writing have to be mundane? One Disney Parks fan and policy writer says no. Creative refers to every single aspect of life, not only what you do, but how you do it, and How you think about the world. MK Haley
3 Imagineering What is an Imagineer? Imagineering is Walt Disney s combination of the words imagination and engineering, highlighting the assortment of skills embodied by the group. Mickey s Ten Commandments Anyone creative can borrow these principals to help guide their work.
4 Commandment 1: Know Your Audience Disney Parks Families Roller Coasters vs. Dark Rides University Policy How we write can be determined by the purpose and audience. Learners External Users (Accreditation) Internal Users (Faculty & Staff)
5 Commandment 2: Wear Your Guest s Shoes Disney Parks: Visit the Park! Walt Disney and his Imagineers Marty Sklar visits Carsland University Policy: Talk to Stakeholders! Individuals and groups across the university and company are responsible for developing, implementing, maintaining, and complying with approved policies, procedures, and practices. Public Vetting
6 Commandment 3: Organize the Flow of People and Ideas Disney Parks: Lands Extend from a Hub Adventureland Critter Country Fantasyland Frontierland Main Street Mickey s Toontown Fair New Orleans Square Tomorrowland University Policy: Headings (5) and Subheadings Governance Academic Administration Academic Affairs Learner Affairs Faculty Affairs
7 Commandment 4: Create a Wienie (Visual Magnet) What is a Wienie? Walt Disney and Lady Disney Park s Wienies: Physical Landmarks Cinderella Castle/Sleeping Beauty's Castle University Policy Wienies: Titles/Visual Display 2.01.01 Admission 2.02.02 Course Registration
8 Commandment 5: Communicate with Visual Literacy Disney Parks Setting the Story (in Trash Cans) What you see and feel is part of the story, theme park vs. amusement park. Everything speaks!
9 Commandment 5: Communicate with Visual Literacy University Policy Order Established template allows users of multiple policies to always understand the part of the story they are in. Everything speaks!
10 Commandment 6: Avoid Overload Create Turn Ons Disney Parks Don t Overload Your Audience Doombuggie Commandment 7: Avoid Contradictions Maintain Identity Disney Parks Avoid Confusion The Astronaut in Frontierland University Policy Silo Topics Titles Procedural Outline Headings Sentences Reference Other Policies/Procedures
11 Commandment 8: Tell One Story at a Time Disney Parks Good Stories are Clear, Logical and Consistent The Orange on the Pier University Policy Policies Should Answer User Questions Policy promotes consistency, clarity of purpose, effectiveness, and efficiency across the university. Policy should reduce management by crisis. Organize It Retire it
12 Commandment 9: For Every Ounce of Treatment, Provide a Ton of Treat Disney Parks Depth to Experience Give your costumers the highest value by building an interactive setting that gives them the opportunity to exercise all their senses. Soarin Over California University Policy The Treat is in the Value Framework Governing University Policy Development
13 Commandment 10: Keep It Up! (Maintain It) Disney Parks Replace, Refurb, Reimagine Disneyland will never be completed. It will continue to grow as long as there is imagination left in the world. Walt Disney University Policy The Battle of Maintenance The Pace of Change Compliance
14 Daniel s 11 th Commandment: Yes, If! Disney Parks If you can dream it, you can do it (Tom Fitzgerald) Saying no to Walt Disney University Policy How scary is your no? External Governance Say No Policy Says No Practice Says No
15 Questions
16 Resources
17 Capella University Policy Capella University Policy Portfolio - http://www.capella.edu/universitypolicies/ University Policy 1.01.04 University Policy Development and Compliance - http://www.capella.edu/assets/pdf/policies/form_and_issuance.pdf Mickey s Ten Commandments Disney Institute with Theodore Kinni. Be Our Guest: Perfecting the Art of Customer Service. Revised and Updated Edition. New York: Disney Editions, 2011. Sklar, Marty. Dream It! Do It!: My Half-Century Creating Disney Magic Kingdoms. New York: Disney Editions, 2013. The Imagineers. The Imagineering Workout: Exercises to Shape Your Creative Muscles. New York: Disney Editions, 2005. Wright, Alex. The Imagineering Field Guide to Disneyland. New York: Disney Editions, 2008.
18 Contact Information Daniel Butcher Daniel.Butcher@Capella.edu