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Brand Activation Association

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

BAA is an aggregator of industry learning, best practices and innovation focused on the challenges brand marketers face in today's rapidly changing marketplace.

BAA is a Drupal site that has over 40,000 members with Regional Chapters, Councils, Committees and a robust “LinkedIn” type membership section. Members communicate privately within their assigned groups or directly with their peers.

Originally BAA used Cvent to host and manage their many events but with the new site they manage all events directly.The system handles 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 handles submissions and results for the BAA property REGGIE Awards, which recognizes and celebrates leading integrated campaigns. Thousands of entries spanning decades are written as case studies and available for download by members.

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

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