Elnora Cunningham
Enterprise Digital Marketer and Multi-Family Moving Solutions Executive
Financial Coach
Marketing Advisor
I possess a forward-looking mindset and analytical prowess, utilizing relationships effectively to achieve and surpass targeted objectives. My expertise lies in devising and implementing digital promotion strategies that yield tangible results, and I excel in the art of negotiation.
I am future-focused and analytical with the ability to leverage relationships to attain and exceed target outcomes. I am skilled in conceiving and executing results-producing digital promotion strategies and excel in negotiations.
I am a marketing and property solutions leader in the multifamily industry. Strong relationship builder with a drive for results and innovation.
I have a proven track record of creating and executing data-driven social media marketing strategies that drive results. I have grown follower bases over 40% in yearly, exceeded engagement and share of voice by 10% or more beyond forecast, and delivered campaigns at 20% or more ROI consistently for the clients and brands I've worked with over my career.
I'm a storyteller, and I love working with brands to find new ways to tell engaging and relevant stories their communities will love. I believe there is so much you can accomplish through an omnichannel marketing approach. Let's connect and talk about it.
WHAT i do best
Driving $ Millions in Revenue
Engineering Results-producing Digital Marketing Strategies
Collaborating Companywide to Achieve KPIs
Connect Brands to Digial Customers
How people describe me
Leader with SEO, enterprise and local listings management, PPC, and social media marketing solutions experience; demonstrated commitment to improvement and optimization of all aspects of business operations; Resourceful with a proven track record of using technology to streamline processes and procedures for operational efficiency and cost reduction. Experienced with internal and external conflict resolution utilizing consultative methodology and strategic negotiations; Online and local search public speaker and thought leader
strengths
leading
defining needs
handling details
decision making
screening information and people
solving problems
- Leading marketing, branding, and demand generation efforts companywide.
- Launching, growing, and optimizing digital marketing channels and campaigns.
- Overseeing and implementing best practices across digital platforms and operations including mobile, tablet. social and 3rd party/syndicated.
- Creating and managing internal systems and processes to keep platforms current and competitive.
- Applying expertise in SEO for paid advertising, branding, and marketing strategy overall.
- Selecting and managing developers, SEO experts, designers, and digital marketing experts.
- Analyzing data to drive actionable change and partnering cross functionally to achieve revenue targets.
- Growing social media audiences and communities.
skillset
- leadership
- online marketing
- search engine optimization (SEO)
- digital marketing
- Content Management Systems (CMS)
- search engine marketing (sem)
- pay per click (ppc)
- strategic planning
- advertising
- google analytics
- integrated marketing
- web analytics
- online advertising
- Microsoft Office
The most important part of my job is sharing the U-Haul story online and educating customers about our products and services. My legal training (early years of career) has helped me the most with negotiations and attention to detail in maneuvering the various rules and regulations in marketing and advertising. What sets me apart from others may be my various functions within my company regardless of my title.
Achievements
Drive generation of $300 million annually through direct listing management solutions.
Ensure location information is accurate and online profiles contain robust SEO for search engines, mobile apps, and mobile navigation.
TOOLS
Driving $ Millions in Revenue | Engineering Results-producing Digital Marketing Strategies
- LEADING MARKETING, BRANDING, AND DEMAND GENERATION efforts companywide.
- LAUNCHING, GROWING, AND OPTIMIZING digital marketing channels and campaigns.
- OVERSEEING AND IMPLEMENTING BEST PRACTICES across digital platforms and operations including mobile, tablet. social and 3 rd party/syndicated.
- CREATING AND MANAGING INTERNAL SYSTEMS AND PROCESSES to keep platforms current and competitive.
- APPLYING EXPERTISE IN SEO for paid advertising, branding, and marketing strategy overall.
- SELECTING AND MANAGING DEVELOPERS, SEO experts, designers, and digital marketing experts.
- ANALYZING DATA TO DRIVE ACTIONABLE CHANGE and partnering cross functionally to achieve revenue targets.
- GROWING SOCIAL MEDIA AUDIENCES AND COMMUNITIES.
u-haul international
- Instituted social, digital, and content marketing campaigns for 25+ business units resulting in a 25% YOY increase in sales, share of voice, and corporate positive sentiment.
- Achieved U-Haul Collegeboxes product line 500% increase in revenue, 400% increase in engagement per post, and a 1000% increase in reach for awareness via campaign addressing need to transport college students' belongings home following campus exoduses resulting from Covid-19 pandemic.
- Devised social media strategy alerting colleges, students, and parents that U-Haul Collegeboxes could pack, ship, and/or store belongings worldwide.
- Employed storytelling focus in visual paid and organic content promotions resulting in increased industry share of voice 10% Year Over Year (YOY), and engagement 20% YOY.
- Increased propane and tanks product leads by 125%to 1,200 company-owned locations via digital initiative.
- Expanded local user-generated content for #Uhaulfamous to continent-wide content campaign.
- Attained up to $10 million in savings annually by negotiating multi-year promotional plans with U.S. and Canadian digital and print publishers.
u-haul international
- Established and grew Social Media Department into a multi million dollar revenue-generating function.
- Drive $300 million annually through direct listing management solutions. . Ensure location information is accurate and online profiles contain robust SEO for search engines, mobile apps, and mobile navigation.
- Transitioned 23,000 locations from print Yellow Pages advertising to interactive mobile and online profiles for marketing and advertising.
- Achieved YoY increases: website visits 192%, revenues 182%, reach 44%, engagement 107%, and media views 78%.
- Raised consumer awareness 25% by defining audience personas and aligning data-driven organic content plans with corporate marketing initiatives.
- Increased organic views and revenue for company products and services by 75% through development and maintenance of corporate blog content marketing strategy.
The company lifts brand sentiment and loyalty with smart, responsive marketing, engagement, and customer care
SEE FULL CASE STUDY FROM HOOTSUITE
U-Haul has been serving do-it-yourself movers since 1945 and is the leader in its category with approximately 176,000 trucks, 126,000 trailers, 46,000 towing devices, and 825,000 rentable storage units available throughout North America today.
Like Google and Xerox, U-Haul has become a household name and the brand is famous for its do-it-yourself storage and moving business. While this is excellent for the brand, it can make life challenging for its marketing and customer care teams, who need to sift through thousands of social media mentions per day to decipher which posts genuinely need action.
The company's social media platform wasn't meeting the needs of the marketing and customer care teams, so they began evaluating platforms with more powerful social listening capabilities that could handle the volume of content U-Haul manages. The teams deployed Hootsuite in 2017 and Brandwatch in 2018—and have seen significant improvements across the board.
<10 min first response time
<30 min overall response time
647,000 brand mentions per year
With Hootsuite, U-Haul has created efficiencies in many of its marketing and customer care processes. It has streamlined workflows, reduced first response time, and built brand loyalty through a range of proactive marketing strategies.
The marketing team at U-Haul is responsible for all social media content for U-Haul and its subsidiaries Collegeboxes® and Moving Help®.
At any given time, the team runs over 20 campaigns and supports social media content for every department, including human resources, marketing, public relations, and more.
Despite the heavy workload, the team balances everything seamlessly through Hootsuite and Brandwatch.
“The quality of the work increases across the board when you have tools that allow you to do things right,” says Elnora Cunningham, director of social media marketing at U-Haul.
Using features like a customized link shortener, @mentions, and image editing built into the Hootsuite platform, the team has been able to move from a complex multi-level approval system to one that requires just a single level of approval.
Hootsuite helps the team maintain a high standard of social marketing and customer service. Thanks to Hootsuite's user-friendly interface, other team members can help out without needing extensive training
Daniel, a customer care manager at U-Haul, leads a team of 11 customer care agents who use Hootsuite to deliver customer service via social media. At the start of each shift, agents sign in to Hootsuite to review inbound mentions across social channels and reply to direct messages and comments on social posts.
U-Haul agents pick up each post in Hootsuite Inbox, tag it with the company's prepopulated tags, and respond as required. If the customer replies, the agent can pick it up
again and repeat the process until the issue is resolved.
Daniel uses Hootsuite's reporting features to track individual and team performance, monitoring metrics including customer care volume, first response time, and overall response time.
The U-Haul proactive marketing team monitors audience sentiment through Brandwatch and uses tactics to improve sentiment if there is ever a dip.
”If our systems are offline for a period of time and we get complaints on social media, we note a negative sentiment score in Brandwatch,” explains Elnora. “The following day, our team can tactically have some fun on social media to create positive sentiment and balance things out.”
The team also uses Brandwatch to prioritize important mentions. Brandwatch ranks mentions based on an individual's influencer level, helping the team focus on responding to high influencers and build strategies to address medium and low influencers.
The company's success on social media speaks for itself. The team handles massive volumes of content from campaigns and engages with thousands of customers each day.
“I'm extremely pleased with the platform,” says Elnora. “It met the needs of both our marketing and customer care teams and it's very easy to use. We're excited about new features like the pause button that we can use in crisis management scenarios—not to mention the additional queue management
functionality that's being implemented following the Sparkcentral acquisition.”
In the future, U-Haul plans to continue to build on its reporting capabilities and explore new use cases with other teams—helping the team sell the value of social media internally and deliver more valuable local insights to teams across North America.
With over 200,000 paid account and millions of users, Hootsuite powers social media for brands and organizations around the world, from the smallest businesses to the largest enterprises
Hootsuite's unparalleled expertise in social media management, social customer care, and social selling empowers organizations to strategically grow their brand, businesses, and customer relationships with social.
- As the Director of Operations, I spearheaded comprehensive strategies to optimize operational efficiency and enhance overall performance of SAAS companies that provide electronic digital move-in and move-out services. Leveraging my expertise in logistics and process optimization, I have designed and implemented day-to-day operations, digital processes, reporting and billing rules.
- My responsibilities encompassed overseeing various facets of the company's operations, including logistics coordination, and quality control. I implemented strategic initiatives to enhance productivity and ensure seamless execution of moving services.
- Business Strategy
- Customer Acquisition, AdTech, Business Development
- Online Advertising
- Search Advertising
- Executive Management
- Corporate Development
- Team Building
- Leadership
- Analytics
- Online Marketing
- Mergers & Acquisitions
- Strategy
- Digital Marketing
- Presentation Skills
- Customer Relationship Management (CRM)
- Project Management
- Lead and coordinate team of Sr. Marketers in strategy and execution across all social media channels to drive traffic and conversions to uhaul.com and over 21,000 brick and mortar stores which include, paid search, Google shopping (product listing ads and local inventory ads), retargeting, digital display (programmatic, native and video), and paid social advertising (Facebook, Instagram, Linkedin, Twitter and Pinterest).
- Develop strategy and counsel executives on crisis response situations on social media.
- Lead the social marketing strategy for U-Haul and its affiliates through established policy, training and reporting.
- Lead social, digital, and content marketing campaigns for 25+ business units that increased sales, share of voice and positive sentiment for U-Haul and its subsidiaries
- Relationship building with industry leaders and vendors
- Direct the creation and management of 21,000+ profile pages on (but not limited to) Google, Bing, LinkedIn, Facebook, Twitter, Pinterest, Snapchat, Instagram and other review sites
- Collaborate with division Directors to monitor all interactive marketing campaigns and collaborate with Research division on strategic planning, advertising plan development and monitoring
- Manage social online presence and reputation for 21,000 locations throughout North America.
- Develop strategy and counsel executives on crisis response situations on social media.
- Develop and maintain content marketing strategy for company blogs which has resulted in increased organic views and revenue.
- Develop, implement, and manage Local Search Program
- Accountable for local listing and mapping optimization
- Manage team of auditors in research, local listing optimization, analysis, and reporting Coordinate with web and digital teams in customer experience, enhancements, SEO and analysis of uhaul.com
- Successfully transitioned U-Haul International’s 21,000 locations from print Yellow Pages advertising to interactive mobile and online profiles for marketing and advertising Established initial digital marketing contacts with top search engines, i.e. Google, Yahoo, Bing other key online publishers and data aggregators
- Positioned U-Haul as a “trusted data provider” with search engines and aggregators to submit company listings directly for publication
- Established 411 verification program to ensure listing accuracy and availability on directory assistance on apps and mobile devices and other digital devices
- Provided strategic oversight and management of the $50M+ print advertising program
- Worked successfully with the CEO, Board of Directors, Marketing Company Presidents, and executive teams to achieve a successful print advertising program
- Directed 15 member production team of analysts, programmers, auditors, typesetters, graphic artists, telephone management, White Pages processors, and administrative staff in the production of 40,000 Yellow Page display advertisements annually
- Developed and implemented YP Directory advertising policies for U-Haul International
- Negotiated multi-year advertising plans with U.S. and Canadian digital and print publishers, resulting in increased visibility and media cost savings between $5M-$10M annually
- Re-established key industry and publisher relationships
- As financial coaches, we are here to help you create goals and actually stick with them.
- Analytical Skills
- Data Analysis
- Strategic Planning
- If your business marketing reality is not living up to expectations, it might be time to leverage our business and marketing consulting services. Give us a call if you have big marketing needs without a big marketing budget.Your company is small to mid-size but is growing rapidly. You have people in place on your marketing team but they don’t have the experience to take your marketing strategy to the next level. It's time to get a coach/consultant to help you move forward.
- Digital Marketing
- Local Search
- Marketing Strategy
- Leadership
- Advertising
- Business Development
- Online Advertising
- Search Engine Optimization (SEO)
- Google Analytics
- Strategic Planning
- Redesigned and implemented a 12-week business plan curriculum approved for accreditation in Maricopa County Community College District
- Instructed adult learners in business plan development; emphasis on market analysis, bookkeeping, financial projections, product pricing, distribution and operations. 40% established business success rate.
- Provided instruction and mentoring in Small Business Start-Up and Management.
- Provided hands on approach to learning about starting and operating a small business.
- Engineered Marketing, Sales, Business Development, and Account Management transformation to redefine brand strategy.
- Efforts yielded $20.3 million increase in net income.
- Strategic buyer of services, with a documented record of leveraging purchasing power to facilitate organizational objectives.
- Managed new and ongoing purchasing agreements with an annual spend of over $100 million through contract negotiations, performance evaluations and site visits for the travel, training services, and promotional items/branded merchandise programs
- Developed and implemented corporate communication strategy for Travel program to 54,000 employees in 14-state territory
- Negotiated $2M in cost savings and cost avoidances in employee travel program
- Negotiated multi-year contract for Management Diversity Training resulted in a 20% savings.
- Negotiated $5.5M subcontracting commitments for technician training services
- Reduced individual employee training fees by approximately 11%
- Negotiated a multi-year contract for branded services with a 7% savings from unit cost reductions, rebate plan, and volume incentives
- Negotiated a first-time subcontracting plan with associated financial penalties to primary vendor in lieu of meeting requirements
- Successfully implemented first-time Minority/Women-owned Business Enterprise (M/WBE) subcontracting plan resulting in increased corporate spending with minority travel service providers by 10%.
Public Speaking Engagements.
Associations
PACIFIC LUTHERAN UNIVERSITY
Seattle, WA
CENTURY LINK
FORMERLY Qwest or US West
1998 - 2000
Priority Staffing
Tempe, Arizona
2000 - 2001
UNIVERSITY OF WASHINGTON
Seattle, WA
Self-Employment Loan Fund
NON-PROFIT
2001 - 2007
U-HAUL INTERNATIONAL
Phoenix, Arizona
2002 - 2009
U-HAUL INTERNATIONAL
Phoenix, Arizona
2009 - 2023
J&E Solution
Remote
2014 - Present
ASU WALTER CRONKITE SCHOOL OF JOURNALISM & MASS COMMUNICATION
Focused Financial Coach
Remote
2020 - PRESENT
U-HAUL INTERNATIONAL
Phoenix, Arizona
2016 - Nov 2023
UNIVERSITY OF PHOENIX
2000
U-HAUL INTERNATIONAL
Phoenix, Arizona
Nov 2023 - Present
Kevin S.
Charles Dyer
Sterling Sourk
