The annual dividend mailer is one of REI’s most important marketing pieces.

Because this piece includes the member refund, it has an open rate of nearly 100%. With this in mind, crafting the creative messaging is a highly collaborative process involving input from many areas of the business.

In 2020, we treated the dividend mailing as the focal point for a campaign. Our concept emphasized how REI Co-op membership acts as an amplifier that helps people get more from their outdoor experiences.

I wrote all the pieces for this campaign including the mailer, social media ads, digital landing pages and more.