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In-App Copywriting


FoodFight! Close Screen, Merchants

FoodFight! is a new product focused solely on using Postmates technology for good. This product sits within the merchant application and is accessible via their iPad dashboard. Currently FoodFight! is piloting in both Los Angeles and Detroit. If a restaurant opts to donate, a Postmate will arrive at the end of the day to pick up the food that would have otherwise been thrown out. The food will instead be delivered it to a nearby homeless shelter. I knew when creating this copy it would be the first time the merchants learned of FoodFight! I wanted it to be obvious, but pithy. I chose a rhyming sequence because I wanted it to be memorable. As restaurant managers typically have long (and usually physically) demanding days I needed the copy to stick. It needed to be interesting enough for them to click through, and reflect a “low effort/high reward” mentality that would ensure they would participate at the end of a tiring day. It needed it to be easy, succinct, with zero ambiguity. It worked. In the 3 months since launching FoodFight! has completed over 1,000 deliveries and counting.

The Drink Carrier (product name + description within The OutPost)

In the process of building the Fleet Brand, I had to revamp and recreate. This is an example from the re-branding of The OutPost, the destination for Postmates to purchase swag. I needed to rename the store; it’s products, and their descriptions. I wanted the names to be succinct and obvious, while sounding exclusive and cool. I couldn’t make it “too cool” or “too exclusive” because our Postmates might not think it’s for them. From my background in fashion, I have always been inspired by the way clothing garments and products are named, how they are iconic and relevant, yet timeless in an effortless way. I used Everlane and Reformation for inspiration. I put the word “The” in front of every product (and the new store name) for consistency. In the description, I chose to go for humorous. My thought was, if the Postmates have made it this far they are interested, and understand we take them seriously. We can be light-hearted.

Postmates Newsroom Product Promotion

The Newsroom is a place of functionality and information sharing by Postmates corporate within the Fleet App. The Newsroom has the capacity to reach the entire Fleet of 250,000 couriers. The language has often been dry and robotic. Through building and branding The OutPost I thought socializing a new item (product drop if you will) in the Newsroom would be a welcomed change of pace. I used playful language and puns. This is in slight contrast to the tone used for emails, or in-app. But that was the point. I wanted it to be striking. The goal was enticing Postmates to click and purchase a hat. It worked, within 12 hours we sold 200.

Summertime Postmates Referral Email

The number one complaint among Postmates is that they receive too many emails, but everyone receives too many emails. I thought, “What if I could make the email funny, and witty while also making it relevant to earning more money?” It’s a slippery slope. I couldn’t go too far in any direction; this is Postmates’ livelihoods after all. But, wouldn’t you be less upset about receiving an email that made you smile? The goal was to lessen hostility toward weekly email reception while enticing Postmates into referring a friend. My thought process was, “How do I make this sound fun yet serious? How do I build a weekly, consistent, communications strategy around this? And lastly, how will I ensure this diverse audience understands the joke?” Music, the great communicator. It worked, after socialized; this email open rates increased 23% and referrals were up by 10%.

American Horror Story Promo Email

American Horror Story: Apocalypse partnered with Postmates to promote their latest season. The Postmates buyer application was branded AHS on the day of the premier. This email was sent to Postmates consumers in the Los Angeles area (Postmates’ largest market.) My thought process was, “How can I make this interesting? Without sounding dumb?” Our buyers are basic, but smart. I further thought, “What would be clever enough, but not too obscure?” I went with a playful, albeit morbid, tone to entice Postmates purchases.