DELIVER THE WIN
The United States Postal Service needed to convince political campaigns that direct mail still had a place in a digital landscape. Their Deliver the Win website established mail’s effectiveness, but lacked the practical resources campaigners needed to actually put it to work. I 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.
1. 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.
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.
2. 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.
3. 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.
15K downloads of the Campaign Mail Handbook, making it the most downloaded content on the entire site.
