Pro Playbook
WeddingPro helps wedding professionals market their businesses on The Knot and WeddingWire, but many vendor profiles were missing the key details couples need to book with confidence. The real challenge wasn't design; it was motivation: helping vendors understand why a stronger storefront mattered enough to act.
I led the creative strategy for Pro Playbook, a vendor education program built to make profile completion feel simple, valuable, and worth prioritizing. What started as a one-off campaign became a foundational, evergreen creative system that helped vendors improve their storefronts and strengthen marketplace quality.
Role: Creative Strategy, Design Systems & Art Direction
The Results
Profile completion increased by 157%
1,500+ vendors updated their profiles
Over 1,200 vendors took action within the first 48 hours of launch
Major improvements in profile quality:
Business descriptions: 22% → 71% completed
Pricing information: 0% → 65% added
Availability details: ~40% added
Building the program
We started by branding and launching “Pro Playbook,” a nationwide program that evolved into an ongoing, evergreen campaign. Working closely with product and marketing, I directed my team to create a modular design system that delivered simple, timely emails and video — guiding vendors through profile completion one clear step at a time.
Making the case
The hard part was connecting the dots for vendors. Through simplified product visuals and plain-language messaging, we tied each storefront detail — like pricing, availability, and descriptions — back to what vendors actually cared about: visibility, trust, and more bookings.
Taking it offline
We brought this education strategy to life through a hands-on event that gave vendors personalized support with their storefronts through 1:1 guidance, branding tips, headshots, and take-home tools. We branded and produced a full suite of event creative—including signage, swag, registration materials, and social ads—to drive awareness and participation.
Proof and momentum
To turn interest into action, we paired real vendor success stories with well-timed incentives — social proof that made completing a profile feel both credible and rewarding. The team brought the idea to life across every campaign channel, from weighing in on set direction to testing different messaging approaches in subjective lines and paid assets.
Making it last
To sustain progress beyond the campaign, we reimagined onboarding as a guided email series that showed new vendors the value of a complete storefront from day one — speeding up lead generation and driving a 180% increase in completion by year-end.
Team & PartnersBri Velardi (Lead Designer), Sean Hochberg (Lead Copywriter), Phoebe Delmonte (Designer), Morgan Drumheller (Copywriter), Kwesi Agyeman (Motion Graphics Designer), Daniela McInerney (Photo/Video Producer)