MORGAN HOWELL
Technical Writer. Digital Strategist.
Digital Strategy
Brick Factory
Digital Strategist
Washington, D.C., July 2017-June 2019
Healthcare Organization's Quarterly Digital Goal Updates
At the end of every quarter, I provided a healthcare organization client with a digital goal status update and recommendations for improvement. These digital goals, such as increasing conversion rates and organic traffic, were discussed in Q1 as the areas of focus for the year. This is a sample of the 2018 Q4 report I wrote for the client. Each of the six sections has a goal, a metric, and progress update.
Monthly Analytics Reports
Each month, I wrote a narrative-based analytics report for one of our clients. The typical format I followed was (1) contextual information, (2) what happened, (3) why did this happen, and (4) how can we improve/continue to improve. Each monthly report came with 2-3 recommendations. If applicable, I would follow-up on approved work from the previous month that positively affected the website during the current month.
5 Examples of Great Nonprofit Email Subject Lines (and Why They’re Awesome)
I wrote an email marketing blog post for the "strategy" section of Brick Factory's blog. In this post, I break down why nonprofits need to still have an email marketing plan, as well as examine five examples of email subject lines and why they were successful. I walk users through the steps to constructing their own strong email subject lines.
Boost Nonprofit Donations with Google’s Donate Button
After helping some of my clients set up Google donate buttons for their nonprofits, I wrote a short blog post on what the Google donate button is, how it works, and how nonprofits can set it up for their website.
Previous Coursework
James Madison University Student
Harrisonburg, VA, Fall 2013-Spring 2017
Web Theory and Design
Based on web design theories I learned, I redesigned the YWCA of Richmond's website. I fixed several usability issues from the original website, such as linking the picture of the children’s program on the home page to the children's program page (it originally linked to the YWCA of Richmond's Pinterest page). I also wrote a report justifying my design choices.
Usability Testing
I created a Qualtrics survey to test Alpha Delta Pi, Theta Omicron's target audience's opinions on their Wix website's content, branding, and layout. Users responded most positive (in order of highest to lowest) to colors used in the website, content, and first impressions of the website. Words used to describe the website include “inviting” and “organized”. The website needed improvement on (a) drawing potential new members in, and (b) keeping them interested enough to look further into it. I proposed that we conduct an additional usability test on what potential new members look for in a sorority, and what represents that to them. Through this experience, I learned how to use Qualtrics to conduct research, and how to word questions that are open-ended to gather user's most accurate opinions about a website. From there, I learned how to translate these results into proposals for website improvement.