Gated Content Guides
Gated reports are one of WeddingPro’s key ways to turn timely industry insights into practical value for wedding professionals. Hosted online, these resources give members easy access to trends, research, and expert guidance, while inviting non-members to share their contact information to view the content — helping WeddingPro educate vendors, build trust, and identify prospects ready to learn more about partnering with the brand.
I led the creative strategy and design direction for the guides and supporting campaigns, guiding designers, copywriters, and agency partners from concept through execution. As the program grew, I helped create a more scalable system by developing templates and repeatable design components, allowing the team to move faster without sacrificing quality.
Role: Creative Strategy & Design Direction
How Wedding Pros Use AI: From Inspo to Action
With the rise of AI, many wedding pros were curious about how to use it but unsure where to start. This guide helped WeddingPro step into that gap as an educational partner, translating research from roughly 1,400 vendors into actionable tips, expert insights, and practical ways pros could use AI to save time, improve workflows, and stay competitive.
Guide 1
The Look
AI can feel cold, intimidating or impersonal, especially in an industry built on human connection. We used light motion, simple visuals, and prompt-based graphics to make the topic feel useful and easy to apply in a wedding pro’s day-to-day workflow.
Across social, paid, and email, the messaging framed AI as a helpful tool for busy wedding pros, not a complicated tech trend. The approach balanced trust-building proof points, like the number of vendors surveyed, with sharper A/B tested headlines to learn what best captured attention.
The Power of Celebrity Influence on Weddings
With the buzz around Taylor Swift and Travis Kelce’s engagement fueling conversations across the wedding industry, WeddingPro saw an opportunity to connect a cultural moment back to real business value for vendors. This guide explored how celebrity and influencer weddings shape trends, what those shifts mean for wedding pros, and how vendors can use timely inspiration to better market their businesses and attract couples.
Guide 2
Seizing the Moment
Within hours of Taylor Swift’s engagement, we moved quickly to capture prospect attention through paid social. Because we couldn’t name Taylor directly, the creative used lyric-inspired copy, fan-coded visuals, and familiar cues like friendship bracelets to make the reference instantly recognizable while staying brand-safe. The ads became some of WeddingPro’s top-performing creative across the brand as a whole, proving the power of moving fast on the right cultural moment.
Organic social translated the moment into content vendors could use and share. Trend explainers and fan-culture references helped pros understand how Swift-inspired details were already showing up in real wedding conversations.
Marketing the Guide
After the social content proved there was strong interest, we expanded the idea into a gated report about the broader impact of celebrity and influencer weddings on the industry. To market the guide, we leaned into timely stats and business-focused takeaways to connect pop culture buzz back to vendor opportunity.
Team & PartnersPhoebe Delmonte (Lead Designer), Morgan Drumheller (Lead Copywriter), Superside (Organic/Paid Social Graphics), Tony Syros (Content)