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Brand Activation Association

Connecting international brand managers through regional events, white papers and a community platform.

The Brand Activation Association (BAA) is an aggregator of industry learning, best practices, research, education, advocacy and innovation focused on the challenges brand marketers face in today's rapidly changing marketplace. The organization's membership is comprised of Fortune 500 companies; top marketing agencies, law firms, retailers, and service providers, representing thousands of brands worldwide.

BAA was rebranded and needed a new site to not only promote their new focus, but give them advanced capabilities that allowed their 40,000 members with Regional Chapters, Councils, Committees a robust “LinkedIn” type environment. Members can communicate privately within their assigned groups, directly with their peers or follow discussions as an observer.

Originally BAA used Cvent to host and manage their many multi-day events but with the new site they manage all events directly. The system handles event planning, itineraries, booking, payments and calculates discounts based on configurable rules for early sign-up, tiered user levels and promotional codes. The automated price matrix and billing summary saves them countless hours reconciling corporate sponsor attendance and eliminating post event or end of year refunds.

All user content is behind a pay-wall with the overarching company (Unilever, Coca-Cola, etc.) bearing the costs for the brand marketers within their organization. Users share discussions, white-papers, presentations and can follow individual topics or fellow members.

The system also handles submissions and showcasing results for the industry leading REGGIE Awards, which recognizes and celebrates integrated branding campaigns. Thousands of entries spanning decades are written as case studies available for download by members through a searchable database.

Since launch, BAA was bought by ANA. The front-end has changed to match the ANA branding but our back-end work lives on.

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