USPS wanted to provide their sales reps and their customers (political strategists) with an interactive piece that positioned them as thought leaders in the political landscape. I pitched and wrote a hands-on book that houses various direct mail samples—designed to inspire voter action throughout the 2020 Presidential Election.
Today’s young, digital-native political strategists are concerned about driving voter action—whether it's earning support, donations, or eventually a vote for their candidate. But they often overlook mail and its power as a digitally connected channel that can inspire voters—even among the undecided. With 1 in 5 registered voters up for grabs in 2020, there were enough key voters to decide the next victory. But the constant barrage of messages made them feel overwhelmed. In an era of increased skepticism, the messaging in this book helped communicate a simple message: mail is the most credible channel that cuts through the media clutter.
To make the story even more engaging, I created Susan Best and Mark Winn—two mock political candidates competing against each other on the campaign trail. I also wrote the sample direct mail pieces housed in this book—each designed to inspire voter action and depict Best and Winn’s journey to Election Day. Beyond the samples, the story highlights shifts in the political landscape and voter demographics, as well as the latest technology trends in political mail—like QR Codes driving to each candidate’s website and AR—to help campaigns break through the media clutter.
In addition to the book, I wrote the copy for the accompanying web experience that acts as a shareable, digital version of the kit, so more people can see how Best and Winn use mail to deliver the win.