Case Study

Alisa Peskin-Shepherd:

Building a Brand & Managing Marketing
Creating messaging &. increasing exposure for a unique approach to family law

When Alisa Peskin-Shepherd approached Lynne Golodner in 2012, she sought a PR/Marketing Agency that would help her create a brand for her yet-to-launch family law practice. We began our work together by learning about how Alisa’s approach to family law was unique and creating Branding for her nascent firm.

That led to the creation of Foundational Messaging, including Mission, Vision, Tagline, Foundational Narrative, and Boilerplate; Logo design and Style Guide creation; the building of a dynamic Website on WordPress; and the creation of a 12-month Marketing Strategy that she tasked us with implementing.

Since then, we have been the Agency of Record for Transitions Legal PLLC, Alisa’s family law firm, which has grown rapidly to the point of inspiring the hiring of a legal team to help facilitate the incredible number of cases that come her way. Every year, we create a Marketing Strategy and then implement it for the firm, including a variety of tasks and activities.

We continue to support Alisa and her firm in the following ways:

  • Blogging – in concert with Alisa, we generate content for blogs that we publish every other week

  • Monthly Newsletter – we create a yearly editorial calendar and then generate content on a monthly basis

  • Event Planning – we create and coordinate occasional brand-building events, including a lunch-and-learn series, referral-building dinners, and more

  • Speaking Engagement Coordination – we book Alisa to speak about areas of expertise to collaborative audiences

  • Website Maintenance & Revision – we manage Alisa’s website and revise as necessary to keep it current and dynamic

  • Media Relations – we pitch Alisa to media outlets on a quarterly basis

  • Social Media – we create content and conduct social media management for Alisa on Facebook, LinkedIn and Instagram
  • Marketing Strategy – we regularly assess and evaluate the marketing strategy with Alisa and make tweaks as needed

Alisa has appeared in a variety of media outlets, both consumer and industry, including FOX2 Detroit, WXYZ, WWJ AM, WJR AM, WDET FM, Michigan Radio, the Detroit Free Press, the Detroit News, the Oakland Press, the Oakland County Bar Association LACHES Magazine, Oakland County Prosper, the Macomb Daily, Detroit Jewish News, CW50, Michigan Lawyers Weekly,, Detroit Legal News and many more.


Alisa Peskin-Shepherd, Principal, Transitions Legal PLLC

“I am so lucky to work with the mastermind behind YourPeople LLC, Lynne Golodner. Lynne helped open my heart and my legal practice and now both are full, growing and booming.

As my publicist, marketing and PR professional, and business coach, Lynne always helps me move forward in a positive direction.

But she is not your usual, every day, “normal” publicist, marketing and PR consultant, and business coach! She’s creative, supportive, thoughtful, driven, productive and efficient; and she always has new ideas. Lynne is constantly improving herself and as her client, I benefit from her continuous growth and development.

In addition to experiencing a remarkable increase in my business since working with Lynne, I have seen Lynne’s work with entrepreneurs and businesses in a variety of fields, from medical to non-profits, yoga studios to authors. Lynne is productive and organized and makes an impact where it matters most. If you’re ready to grow, Lynne is the person to help you reach your goals!”

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