Our Operation MBA objectives are simple:

• Show military personnel the value of graduate management education.
• Raise awareness of this value among senior military leaders.
• Encourage military personnel to think more critically about program and school choice (see our list of military-friendly schools).
• Establish GMAC® as the primary source of general information and services for potential graduate business school applicants.
• Increase the number of military personnel taking the GMAT® exam and pursuing a graduate business degree.

We wanted to learn more about how this market functions and the opportunities for partnering with military organizations in this initiative.

We use a two-pronged strategy to meet this objective:

1. Working with top military leaders and associations to promote the degree's value for career officers and for those who pursue a civilian career, and we work toward increased military spending on graduate management education.
2. Developing relationships at the installation level (on military bases) with the professionals who advise military personnel about education, and then using these contacts to distribute information regarding the value of an MBA and how to obtain one.

Market Tracking and Access

In 2006, GMAC added "Military Experience" to the Background Information Questions for GMAT registration; this population is now available for GMASS® name searches.

Meetings and Events

GMAC meets with U.S. Department of Defense officials and military associations to distribute materials like Operation MBA: Building on Your Military Experience for Career Success (MBA planner for military personnel) and encourage organizational support of graduate management education. We also attend various association meetings to encourage members to support and, where appropriate, pursue the degree.

Field Marketing

Our representatives work with Education Services Officers (ESOs), Transition Assistance Program Offices, and individual military personnel at their bases. So far, we've visited 30 major military installations and several major military commands, and we have distributed our planner at more than 500 installations and National Guard units.

Advertising

To promote the value of graduate management education and draw attention to Operation MBA, GMAC buys print advertisements in GI JOBS and THE OFFICER, the official magazine of the Reserve Officers Association.

Operation MBA: Continuing Effort

We will continue to expand Operation MBA by:

• Enhancing www.mba.com/military with testimonials from military personnel and other compelling articles;
• Creating presentations promoting the value of a graduate business degree for military personnel; and
• Continuing to visit senior military personnel and organizations.

For more information, please contact us.