DELIVER THE WIN

The United States Postal Service needed to convince political campaigns that direct mail still had a place in a digital landscape. I led the content strategy for a redesign of Deliver the Win, USPS's digital resource hub for political campaign strategists, then pitched and wrote the Campaign Mail Primer, a comprehensive toolkit that showed campaigners how to plan and execute an integrated mail campaign from strategy to delivery.

1M+ users driven to Deliver the Win during the 2024 election cycle.

5K leads generated through Deliver the Win.

The Redesign

As traditional mail volume has declined, the United States Postal Service has looked to political campaigns — a reliable, high-spending customer base — as a strategic growth channel, using thought leadership to earn trust and convert it into revenue.

Usability testing showed visitors couldn't tell what the Deliver the Win website even was — many mistook it for an e-commerce site. I worked with a lean team, leading the content strategy for a full site redesign, rewriting the homepage to clearly state the site's purpose, restructuring the content library into clear categories, and building out a resources section connecting USPS tools directly to campaign strategy.

But a redesign alone wouldn't keep campaigners coming back. So I conceived and wrote the Campaign Mail Primer, a 3-part toolkit that gave our audience a reason to return to the site again and again as their needs and goals changed.

The e-Learning Course

I wrote a five-chapter interactive e-learning course that taught campaign strategists how to use direct mail strategically — from budgeting and audience targeting to creative development, production, and measurement. I developed the strategy and content, turning a complex process into practical guidance in an engaging, interactive format.

Take the tutorial

68% of all political leads generated through Deliver the Win came from the campaign mail Primer.

275K uses of the Campaign Mail Tutorial and the Planning Tool.

Create a plan

The Planning Tool

I conceived and wrote an interactive planning tool that asked campaigners a series of questions about their goals, audience, and campaign strategy, then generated a personalized mail action plan.

The Handbook

I wrote the Campaign Mail Handbook as a comprehensive reference for political campaigns looking to make direct mail part of an integrated media strategy. It distilled USPS research and expertise into actionable guidance on using mail to reach voters, complement digital channels, and drive measurable campaign results.