Pro Playbook
WeddingPro helps wedding professionals market their businesses on The Knot and WeddingWire, but many vendor profiles were missing key details couples need to make confident decisions. That created a bigger challenge: helping vendors understand why stronger storefronts matter, and motivating them to take action.
I led the creative strategy for Pro Playbook, a vendor education program designed to make profile completion feel simple, valuable, and worth prioritizing. What began as a one-off campaign evolved into a foundational creative 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
How it Began
We started by branding and launching “Pro Playbook,” a nationwide program that evolved into an ongoing, evergreen campaign prompting vendors to complete their storefronts. Using a modular design system and close collaboration with product and marketing, we delivered simple, timely emails and video content that guided vendors step-by-step through the process.
Education
The education strategy focused on helping vendors understand how stronger storefronts support better couple decision-making. Through simplified product visuals and clear messaging, we connected details like pricing, availability, and descriptions back to visibility, trust, and booking potential.
Events
We brought the education strategy offline 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.
Testimonials and Incentives
To build momentum, we paired real vendor stories with timely incentives that made taking action feel both credible and rewarding. Our team extended the content across campaign channels, using social proof and promotional offers to drive stronger engagement.
Onboarding
To sustain progress beyond the campaign, we reimagined onboarding as a guided education series. The modular email system helped vendors understand the value of a complete Storefront earlier, supporting faster lead generation and contributing to a 180% increase in Storefront 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)