![\"\"](\"https:\/\/publicaffairs-sme.com\/pressrelease\/wp-content\/uploads\/sites\/6\/2011\/10\/Guard-and-Reserve-Outreach-300x225.jpg\" "\\"Guard")
<\/a><\/p>\nDALLAS \u2013 <\/strong>At 1.2 million, National Guard and Reserve members account for approximately 22 percent of authorized Army & Air Force Exchange Service shoppers. Since most are usually not on an installation full-time, they generally have fewer opportunities to patronize an Exchange. In an effort to ensure that they are fully aware of how they can take advantage of their benefit, the Exchange has embarked on an aggressive outreach program<\/a>.<\/p>\n Since the program\u2019s inception in March, Exchange leadership has attended Yellow Ribbon events, Readiness Musters, Guard and Reserve conferences and a host of local meetings. As a result, Exchange civilian and military personnel have reached out to approximately 47,000 Guard and Reserve members through briefings and one-on-one interactions.<\/p>\n At Guard and Reserve functions, the Exchange\u2019s military outreach group communicates to servicemembers that, wherever they may be, their earned benefit is available, both in-store or via shopmyexchange.com. \u00a0<\/p>\n \u201cThe Exchange\u2019s goal is to fully understand what value means to the National Guard and Reserves and to anticipate their wants and needs,\u201d said the Exchange\u2019s Senior Enlisted Advisor Chief Master Sgt. Jeffry Helm. \u201cWe\u2019re striving to create a sense of community and belonging for them by finding ways to serve them in their communities through personal engagement.\u201d<\/p>\n In addition to briefings and one-on-one meetings, the Exchange is also using catalogs, postcards, holiday cards and sales flyers, targeted specifically to Guard and Reserve members, to inform authorized shoppers of the multiple channels available.<\/p>\n \u201cWe\u2019ve found that many of these Guard and Reserve members are unaware of the convenience and value of using the Exchange website,\u201d said Helm. \u201cWhile they may not be stationed near a brick and mortar store, they have access to virtually anything they would find in an installation Exchange through shopmyexchange.com. It\u2019s just a matter of making sure they are aware of that. And we\u2019re off to a great start.\u201d \u00a0\u00a0<\/p>\n — 30 —<\/p>\n The Army & Air Force Exchange Service is a joint command and is directed by a Board of Directors which is responsible to the Secretaries of the Army and the Air Force through the Service Chiefs of Staff. The Exchange has the dual mission of providing authorized patrons with articles of merchandise and services and generating non-appropriated fund earnings as a supplemental source of funding for military Family and Morale, Welfare and Recreation (FMWR) programs. To find out more about the Exchange history and mission or to view recent press releases please visit our Web site at http:\/\/www.shopmyexchange.com<\/span>.<\/p>\n ###<\/p>\n \u00a0Media Notes:<\/strong><\/p>\n \u00a0<\/strong>For more information or to schedule an interview with an Exchange representative please contact Chris Ward, 214-312-2714 or wardchr@aafes.com.<\/p>\n\t