The Higher Ed Playbook for Building Military Base Relationships

Building connections with local military installations is one of the most effective yet underutilized strategies for colleges and universities aiming to better serve military-affiliated students. However, gaining access to a base and, more importantly, building trust within it requires more than good intentions and printed brochures.

You're not alone if you're unfamiliar with acronyms like ESO, MOU, and MWR. Understanding these roles and agreements is essential to establishing a meaningful presence and ultimately serving service members in a compliant and genuinely impactful way.

What Education Services Officers (ESOs) Are Looking For

Every base has an Education Services Officer (ESO) or a similar role responsible for overseeing educational resources and approving which institutions can engage with active-duty personnel. ESOs protect the interests of service members by ensuring that any institution granted access offers quality education, clear outcomes, and transparent practices.

If you're approaching an ESO, lead with your institutional commitment to military students, not a pitch. Be prepared to demonstrate how your programs align with military schedules, how your advisors understand Tuition Assistance (TA) and VA benefits, and how you support service members through graduation and beyond. A good first impression matters, and you only get one in most cases.

MOUs: The Compliance Foundation for Military Engagement

The Department of Defense Memorandum of Understanding (MOU) is a requirement for any institution receiving Tuition Assistance funds. But beyond checking a compliance box, a well-executed MOU is the foundation for deeper engagement with military students and the installation itself.

Too often, institutions obtain the MOU but stop there. A more strategic approach is to use compliance standing to build relationships with base personnel and demonstrate ongoing value to the ESO and prospective students. This shows accountability, transparency, and follow-through.

MWR: An Often Overlooked Opportunity

Morale, Welfare, and Recreation (MWR) programs are typically associated with fitness centers and family activities, but they also manage events, sponsorships, and community partnerships on base. For higher education institutions, this presents a unique opportunity to increase visibility in a respectful, service-oriented way.

From sponsoring job fairs to hosting professional development workshops, thoughtful MWR partnerships can help you connect with service members, spouses, and veterans without relying on hard-sell tactics. The key is to offer value that aligns with the installation's goals, not just your enrollment targets.

Best Practices for Engaging with Local Installations

Each base has its own culture, policies, and approval processes. What works in one location may not be welcomed in another. Success depends on taking the time to understand the specific needs of the installation and building relationships gradually and respectfully.

Start with a formal introduction. Instead of leading with a proposal, ask how your institution can support their existing programs. Follow all protocols and be consistent in your communication. Patience and professionalism go a long way.

Is your institution ready to build stronger partnerships with military installations?