ABS relied on a single-use event app that only supported its annual convention. Staff spent significant time promoting the app each year, but once the event ended, member engagement with the app stopped entirely. There was no functionality or content to keep members returning, and the app offered no year-round value.
ABS also lacked a centralized platform for ongoing communication, community interaction, or real-time updates. As its membership began shifting to a more digitally engaged demographic, the organization had no scalable solution to support continuous connection, content sharing, or social engagement across its dispersed audience.