The SHIFTING VOTER MINDSET
The United States Postal Service needed to prove that mail wasn't just relevant in political campaigns — it was essential. In an increasingly fragmented media landscape, they wanted to position direct mail as a digitally-connected channel that drives measurable voter action.
I wrote copy across an integrated campaign that explored how the political landscape was shifting — and why campaigns needed new strategies to break through the noise.
executive political kit
USPS also needed a sales tool to convince 2020 presidential campaigns to invest in direct mail. I pitched and wrote an interactive book featuring fictional candidates with sample mail pieces that showed how to drive voter action through every stage of the voter journey.
Originally created for presidential campaigns, the tool was so effective that USPS sales reps also used it to pitch direct mail across congressional, state, and local campaigns in elections that followed.
