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The Society of ProAdvisory

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Concept/Purpose of the Work:
With ProAdvisor participation at an all-time low, QuickBooks needed a way to break through to accountants that wasn’t just about making bank. We needed to celebrate their expertise, their communities, and the impact they make within it. So we reimagined the ProAdvisor Program as membership of an elite, underground community with one simple twist – everyone was already in. We simply had to let them know. For the Society of ProAdvisory to break through, it first needed a tone and design that stood out from the small business crowd. So we took cues from secret societies, added in some easter eggs design cues only accountants would get, and created a unique look and feel that was impossible to miss.

Results of the Work:

After just six months in market, the ProAdvisor Program has seen a 20% increase in membership, and an incredible 50% increase in social engagement from our accountant audience. Online, Society is outperforming our expectations with less than an 18% bounce rate. And every Society Suite to date has been over capacity for the entire event duration.

How the Work Was Delivered to the Masses:
Merchandise, interactive website, digital media and in-person event with swag.


Credits:
Heath Pochucha Executive Creative Director
Jenny Harris : Account Director
Annabelle Stangle : Account Director
Brandon Hernandez : Account Supervisor
Alanna Stangl : Account Manager
Jana Smith : Account Manager
AJ Scherbring : Director of Digital Creative
Jon Voth : Creative Technology Director
Anton Friant: Creative Director
Grant Eull : Creative Director
Dustin Schiltz : Art Director
Dan Erickson : Art Director
Barrett Calhoun : Copywriter
Ariel Booth : Designer
Kate Johnson : Designer
Travis Manick : Developer
Charlie Renk : Developer
Sarah Beck : Strategist
Paige Nelson : SEO Specialist
Ben Hall : Motion Designer/Animator
Micah Dahl : Editor
Eric Chan : Editor
Taylor Lovass : Social Media Strategist
Maggie O'Brien : Digital Producer
Martha Hedstrom : Producer
Sarah Saunders : Producer
Brooke Haesemeyer : Content Producer
Anna Stark : Project Manager

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