1. MCAA Advanced Leadership Institute Targeting New and Innovative Markets December 5, 2002 UNICON 2002 Fall Meeting: Executive Education at a Crossroads

2. MCAA Advanced Leadership Institute – Overview  Client: Mechanical Contractors Association of America. –Growing association of 2,200 mechanical, plumbing and service contractors with commitment to education.  Business Issue: Building business acumen among high potentials and senior managers at MCAA members, typically small ($20-$100million), family-owned business.  Educational Solution: The Advanced Leadership Institute focuses on building the skills necessary to grow their businesses and develop a corporate and individual approach to leadership. –Entrepreneurial leadership focus.

3. Benefits of Targeting Associations  Builds awareness, credibility and relationships within an industry  While not an industry of focus of Babson Executive Education, industry needs are met by Babson’s educational strength (i.e. entrepreneurial leadership)  Association manages politics. There are few barriers for Babson across a diverse group of participants  Association markets the program through its well established channels  Extends the association value proposition…business education becomes another service and networking is enhanced

4. Marketing & Admin Challenges  Identifying associations that value educational partnership –Exec Director: ‘More organizations SHOULD do what we did, but may have trouble seeing the big picture. Most aren’t willing to take the risk.’  Cost structure –Lack of experience with world leading business school  Association serves as an intermediary to final customer…a double edged sword  MCAA: an exception rather than the rule?