In brief:
- Event spotlighted Exchange privileges for civilian CAC holders
- Personal outreach connected with shoppers unaware of eligibility
- Teamwork strengthened engagement and community ties
The Davis-Monthan AFB Exchange recently hosted an awareness event specifically for Department of War (DoW) civilian Common Access Card (CAC) holders, spotlighting a vital benefit that many eligible shoppers may not realize they have.
“When DoW civilian CAC-holder shopping privileges became an area of focus, I saw an opportunity to do more than simply advertise the benefit,” said Davis-Monthan General Manager Lindsay Estrada-Perez. “I challenged our team to think about how we could create an experience that would both educate eligible customers and showcase everything the Exchange has to offer.”
The event was organized as an open house, inviting eligible CAC holders to learn about their privileges, explore the Exchange, ask questions and feel genuinely welcomed. With more than 2,300 civilian employees at Davis-Monthan, Estrada-Perez and her team focused on accessibility and outreach rather than just the number of potential shoppers.
“We wanted to create something that could reach customers who already visit our facilities as well as individuals who may not realize they are eligible,” she said.
One of the biggest surprises, Estrada-Perez noted, was how many eligible shoppers were unaware of their Exchange benefit.
“Even customers who were already dining in our food court were surprised when our team approached them and explained their eligibility,” she said. “That reinforced for us that we cannot assume awareness simply because someone works on the installation or visits an Exchange facility. Sometimes that personal conversation is what makes the difference.”
Personal engagement was key to the event’s success. Associates actively approached customers, explained the benefit and invited them to participate. The team also used social media, giveaways and goodie bags, as well as information about MILITARY STAR, to boost engagement. The event was a collaborative effort across all areas of the Exchange.
For other Exchange locations interested in hosting similar events, Estrada-Perez offered several best practices:
- Understand your eligible population and work closely with installation partners.
- Involve the entire Exchange team, not just one department.
- Make information engaging and approachable, using personal outreach in addition to traditional marketing.
- Build relationships with installation organizations and take information directly to where eligible shoppers work
“Having a benefit and knowing you have a benefit are two very different things,” Estrada-Perez said. “An awareness event creates an opportunity for a personal connection that a flyer or social media post cannot always accomplish on its own.”
Looking ahead, Estrada-Perez said she would expand pre-event outreach and look for ways to measure long-term impact, such as continued engagement with the Exchange.
“For us at Davis-Monthan, that makes the investment of time and effort worthwhile. And while leadership may help establish the vision, the success comes from having a team that takes that vision, contributes their own ideas, and works together to bring it to life.”
The Davis-Monthan Exchange’s event demonstrates that awareness initiatives can strengthen community ties, boost engagement and ensure DoW civilian CAC holders make the most of their Exchange benefit.
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