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Thought Leader Branding & Publishing

Thought Leader Branding & Publishing

by | Feb 21, 2021 | Business and Strategy

Case Study

Thought Leader Branding & Publishing:

Brand Development & Thought Leadership Publishing

Focusing experience & aspiration into a personal brand and guiding leaders to become published thought experts.

city of huntington woods

Your People offers affordable contracts for educational leaders and executives to build strong individual brand personas and work toward getting published as thought leaders.

Have you ever wondered how you’ll make your mark in your industry? What kind of leader do you want to be? What are you known for? How high can you advance?

If your goal is to expand your career beyond the trenches to administration or leadership, it’s important to establish a personal brand that showcases your unique expertise and approach. We can help you do that!

Your People works one-on-one with university presidents, K-12 principals and administrators, professors, teachers, and superintendents, as well as entrepreneurs and C-suite leaders, to articulate their unique leadership style and professional focus through personal branding and publishing insightful, expertise-driven articles.

Photo by Amy Hirschi on Unsplash

Dring an immersive 12-month contract, we guide clients toward achieving the following goals:

  • Establishing a brand persona
  • Developing a style guide/color palette
  • Designing a header for LinkedIn profile
  • Crafting compelling content for an expanded LinkedIn presence
  • Writing four first-person essays or op-eds, which the YP team distributes toward securing placements in mainstream and industry media

Our collaborations with educators have secured exposure for our clients in Inside Higher Ed, University Business, Education Dive, the Detroit News, the Detroit Free Press, the Oakland Press, Crain’s Detroit Business, Toronto.com, Diverse Issues in Education, and more!

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Emily Barnes, Interim President & Provost, Cleary University

“Lynne is so amazing. She made my fire hydrant of a response sound like poetry. ?”

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Brent Maxwell, Managing Director, IPS Realty

“Your People and Lynne Golodner have a talent for nailing our company message and sharing it through strategic storytelling to the right audiences. Their work is invaluable in building our exposure!”

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Jen Atwood, Director, Communications + Brand Management, Special Tree Rehabilitation System

“I can’t think of a better decision we have made than getting connected with you all. You sure do get results.”

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Civility Project

Civility Project

by | Feb 20, 2021 | PR and Marketing

Case Study

The Civility Project:

Brand Development Brand Development & Marketing

Taking a concept and creating a brand around it, establishing the brand story and identity, facilitating all Marketing activities.

civility project

When celebrated journalists and long-time friends Nolan Finley and Stephen Henderson decided to create a program around their unusual friendship, they turned to Your People to build what they would name the Civility Project. Stephen and Lynne Golodner had been friends since their days on staff at the Michigan Daily, the University of Michigan’s student newspaper, and he was aware of her talent at building businesses and developing their audiences. The Civility Project was merely an idea when it fell into our hands.

Beginning in 2020, we worked with Civility Project sponsor Delta Dental to create branding and marketing pieces explaining this initiative to bring people together for a conversation about the importance of civility and how to build it. We then went on to build a website, create and manage a Facebook page, write the Foundational Narrative for the effort, design and manage a monthly newsletter, pitch media about the success of the programs, and coordinate and facilitate programs.

While at first we anticipated hosting in-person events where people could have meaningful conversations about how they came to their perspectives, the COVID-19 pandemic changed plans mightily. We pivoted in March of that year to host Civility Sessions on Zoom, and through the end of the year and into 2021, we planned and moderated events for more than 4,000 people and counting, in organizations and locales from coast to coast.

We achieved media exposure for the effort in MSNBC, Fast Company, WXYZ, NPR, and other outlets. This client is a great example of the big-picture planning and business development Your People is known for. We begin with an idea and help it take shape, giving it form and word to connect with a wider audience.

civility project
Stephen Henderson and Nolan Finley, long-time friends and co-founders of The Civility Project 

Key Tasks:

  • Create Foundational Narrative
  • Plan, Facilitate & Moderate Events
  • Launch Media Relations Campaigns
  • Build and Maintain a Website
  • Develop a Social Media Presence
  • Social Media Management & Growth
  • Design & Populate Monthly Newsletter
  • Create Status Reports & Funder Letters
  • Manage Sponsor Relationships
Nolan Finley and Stephen Henderson discuss the importance of building civility in divided times and how you can do it.
Stephen Henderson and Nolan Finley of The Civility Project in Michigan aim to fix political discource.
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Nolan Finley, Co-Founder, Civility Project

“Lynne Golodner took our concept for the Great Lakes Civility Project and made it a reality. She has tremendous organization and marketing skills, creativity, and vision. Under her direction, what started out as a regional initiative has gained a national footprint. Demand for our sessions now exceeds the number of spots available, largely because of Lynne’s hard work. She smoothly juggles our needs and the demands of our sponsor. She’s capable, steady, and pleasant to work with.”

Additional Case Studies

Civility Project

Civility Project

Case Study The Civility Project:Brand Development Brand Development & Marketing Taking a concept and creating a brand around it, establishing the brand story and identity, facilitating all Marketing activities. When celebrated journalists and long-time friends Nolan...

Waldorf Academy

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Case Study Waldorf Academy:PR & Marketing Bringing Outdoor, Hands-on Education to Downtown Toronto.A preK-grade 8 school in downtown Toronto, Waldorf Academy knew it needed to boost enrollment on its urban campus. The school approached us after participating in a...

Walsh College

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Case Study Walsh College:Strategy & Public Relations Telling the story of professional development at a business collegeFor several years, Your People LLC was one of three agencies supporting Walsh College in its Marketing and Public Relations efforts. Our focus...

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HBPO

HBPO

by | Feb 20, 2021 | Business and Strategy

Case Study

HBPO:

Communications Training

Empowering teams and stakeholders with tools to communicate professionally, effectively, and efficiently in workplace settings, with internal and external audiences.

hbpo

Over the course of a month, HBPO, a global automotive supplier, invited YP Founder Lynne Golodner to present in-depth, interactive Communications Training for employees in Detroit and Windsor, Ontario locations.

The company sought a framework for its teams to understand the mechanics of effective workplace communications and an environment in which to practice tactics and receive feedback. A long-time communications professional and college professor who has created curricula on business and workplace communications, Lynne created a custom training with practical takeaways and handouts to invite ownership and understanding.

The training took place over two days in-person to a collective total of 40 people, and another two days via Zoom, to an additional 30 people in a variety of roles.

Your People trainings aim to bring people together for conversation and exploration around important ideas that infuse their work with purpose and focus. From Media Training to Workplace Communications to Executive Branding and Leadership Strategies, Your People guides clients in defining and stepping into their best roles toward invigorating their initiatives and building cohesive teams.

HBPO
Lynne Golodner, founder of Your People, speaking to the HBPO team as she presented tools to communicate professionally in the workplace and externally.

Key elements of this training included…

  • Personal Communications Skills & Awareness
  • Modes of Communication
  • The Impact of Effective Communication
  • How Communication Relates to Culture
  • Active Listening Strategies
  • Nonverbal Communication
  • Writing Effective Emails
  • Learning to Say No
  • Navigating Customer
  • Communications
  • Choosing the Right Words
  • Intention vs. Impact
    • There were abundant opportunities for participants to interact with one another as a way of learning the lessons presented through experience and through writing.
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    Erin Hanna, Director of Human Resources, North America, HBPO

    “We had a real need for proper communication training in our North America HQ Office. Lynne Golodner was able to help our employees understand the appropriate way to draft written communication, understand their audience, verbally communicate, and how to actively listen. Lynne included interactive team breakout challenges which worked well. All of our employees enjoyed the open dialog on these topics and the breakout challenges Lynne put forth. If you are looking for effective and interactive communication training for your employees, I would highly recommend Your People’s training program.”

    Additional Case Studies

    Civility Project

    Civility Project

    Case Study The Civility Project:Brand Development Brand Development & Marketing Taking a concept and creating a brand around it, establishing the brand story and identity, facilitating all Marketing activities. When celebrated journalists and long-time friends Nolan...

    Waldorf Academy

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    Case Study Waldorf Academy:PR & Marketing Bringing Outdoor, Hands-on Education to Downtown Toronto.A preK-grade 8 school in downtown Toronto, Waldorf Academy knew it needed to boost enrollment on its urban campus. The school approached us after participating in a...

    Walsh College

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    Case Study Walsh College:Strategy & Public Relations Telling the story of professional development at a business collegeFor several years, Your People LLC was one of three agencies supporting Walsh College in its Marketing and Public Relations efforts. Our focus...

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    Waldorf Academy

    Waldorf Academy

    by | Jul 28, 2020 | PR and Marketing

    Case Study

    Waldorf Academy:

    PR & Marketing

    Bringing Outdoor, Hands-on Education to Downtown Toronto.

    A preK-grade 8 school in downtown Toronto, Waldorf Academy knew it needed to boost enrollment on its urban campus. The school approached us after participating in a two-day AWSNA workshop on Storytelling Marketing led by Lynne Golodner. We set out to create a Marketing Strategy based on a thorough Audit of the school’s brand presence. From there, we sought to begin implementation, with a goal of coaching school employees to eventually take over the Marketing process from within.

    Lynne also presented a Professional Development seminar to school faculty and staff via Zoom, to bring everyone into the process of marketing the school. The seminar focused on building confidence to tell a great brand story, even in trying times.

    When the COVID-19 pandemic shuttered schools around the world, Waldorf Academy scaled back its contract to focus solely on PR Coaching & Media Relations. Your People meets weekly with school staff to review Social Media content and planning, and to discuss messaging. We have also provided crisis messaging throughout the pandemic as well as guidance on how to approach crisis situations

     

    Our work with Waldorf Academy has included the following:

    • Conducted a thorough Marketing Audit and presented rules in a PowerPoint
    • Presented a Professional Development seminar to faculty & staff focused on Storytelling Marketing & Building Confidence to Market with Optimism
    • Created a Social Media Strategy & coached staff on Best Practices
    • Pitched media outlets and secured placements in a variety of media
    • Advised on Digital Advertising, E-blast creation and distribution, and Website
    • Wrote blogs to publish on the school website
    • Provided Crisis Communications consulting and created Crisis Messaging
    We’ve secured media exposure for Waldorf Academy in the following media outlets: CIII-DT Global News, CFTR AM 680 News, Breakfast TV, Sarah Rosensweet Peaceful Parenting Coach Facebook Live, Toronto.ca and continue to pitch!
    waldorf
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    Jane Lavelle Farris, Interim Facilitator, Waldorf Academy, Toronto

    “Thank you so much for being the person of the day, yesterday. Your (crisis communications) copy was fantastic. Last evening’s proceedings were nigh on magical. There was a calm and respectful energy. And so, your influence graced our respective journeys yesterday. Thank you so much, Lynne. We are grateful.”
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    Jennifer Deathe, Waldorf Academy Toronto

    “Lynne’s workshop to the faculty on branding and storytelling came at a critical time during much change and was instrumental in shifting perceptions empowering the faculty to feel confident, calm and enthusiastic about the future and how to communicate from a place of strength with parents, students and each other.”
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    Waldorf Academy

    “The difference was immediate and there is no better time than during a pandemic to invest in marketing and PR.”

    Additional Case Studies

    Civility Project

    Civility Project

    Case Study The Civility Project:Brand Development Brand Development & Marketing Taking a concept and creating a brand around it, establishing the brand story and identity, facilitating all Marketing activities. When celebrated journalists and long-time friends Nolan...

    Waldorf Academy

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    Co-Parenting Solutions

    Co-Parenting Solutions

    by | Jul 27, 2020 | Business and Strategy

    Case Study

    Co-Parenting Solutions:

    Business Development

    Finetuning the Brand Message

    co-parenting solutions

    When Jordana Wolfson approached Your:People for help revising her brand content, she knew what she no longer wanted to include in the story of her counseling practice that caters to divorced parents. However, what she did want to say was not yet clear.

    We began with a deep dive into the work she does, how she got to this point, and the inspiration behind her business. Building upon a career in schools and educational outlets, with social work credentials, Jordana sought to make divorced life easier for children by empowering their parents to co-parent effectively.

    We revised her message to speak to that goal: of helping children. We wrote new website content and envisioned a new functionality and structure for her website. Jordana then asked us to revise her website fully, which we did. We also rewrote and redesigned her brochure based on the new content and clear focus.

    co-parenting solutions

    Our work with Co-Parenting Solutions included in the following activities:

    • Created Foundational Content for the business
    • Created a website map with new functionality & focus
    • Revised the website entirely, including writing new content and redesigning the layout, images, flow and functionality
    • Transformed her work flow by creating online forms to eliminate much of the paperwork clog that slows down business
    • Rewrote content for a brochure & worked with her graphic designer on a new format, flow and layout
    • Created graphics for Children’s Bill of Rights in Divorce & price comparison

    Building on the incredible synergy we established during our initial project, Jordana wanted to keep working with us and so we launched a new, ongoing relationship to blog on her behalf. We work together to generate fresh, original content, which we publish monthly on her blog.

    co-parenting solutions
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    Jordana Wolfson, Co-Parenting Solutions

    “From the moment I contacted Lynne from Your People, LLC, I was greeted with tremendous warmth and professionalism. I am a therapist specializing in working with families of divorce and separation, and a family law attorney colleague has been utilizing Lynne’s PR services and raved about working with her. Every time I looked at that colleague’s materials, I was so impressed with the work Lynne was doing that when it came time for me to update the content of my website and brochure, I knew she would be perfect for the job!

    From the start of our work together, Lynne was immediately in touch with me and set up a meeting to discuss my vision and goals. She provided clear information about her process and timeline. She immediately set up another meeting to “interview” me so she could learn more about what I do and make my materials personal and unique.

    We had another meeting schedule two weeks afterward, and I was shocked that in that brief time she had not only revised all the content for the website, but it was so beautifully written and I felt she captured exactly the message I am hoping to communicate with potential clients!

    Her writing makes my website a story that is intriguing and incorporates more depth about who I am and what I can offer to help people through difficult times – it is no longer just a “landing page” with too much content that is not relevant to the client.

    I liked that Lynne looked through the lens of “What are people who are looking up your page truly anxious and worried about? What do they want to know and how can they connect with you for help?” I believe by doing this, she made my website one that people can connect to and feel there are resolutions to what they are seeking out by working with me.

    I would highly recommend Lynne and her company – I am so happy I made this decision and appreciate that she really took the time to understand what was most important to me to communicate with potential clients. Being dependable, having clear timelines and the person I am working with meeting those deadlines is a high priority to me, and Lynne surpassed my expectations!”

    Additional Case Studies

    Civility Project

    Civility Project

    Case Study The Civility Project:Brand Development Brand Development & Marketing Taking a concept and creating a brand around it, establishing the brand story and identity, facilitating all Marketing activities. When celebrated journalists and long-time friends Nolan...

    Waldorf Academy

    Waldorf Academy

    Case Study Waldorf Academy:PR & Marketing Bringing Outdoor, Hands-on Education to Downtown Toronto.A preK-grade 8 school in downtown Toronto, Waldorf Academy knew it needed to boost enrollment on its urban campus. The school approached us after participating in a...

    Walsh College

    Walsh College

    Case Study Walsh College:Strategy & Public Relations Telling the story of professional development at a business collegeFor several years, Your People LLC was one of three agencies supporting Walsh College in its Marketing and Public Relations efforts. Our focus...

    Back to Case Studies