Southwest - Virtual: Summer Boot Camp Series Session 1 - AI and the New Visibility Playbook:
How AI is Reshaping Reputation, Search, and Content Strategy, and What Legal Marketers Can Do Now to Stay Visible
Thursday, June 18 | Noon - 1 p.m. CT
AI is reshaping the way we do business and how clients discover legal services. The rules of visibility are changing fast. Traditional SEO alone is no longer enough as AI-powered platforms increasingly determine what information is seen, summarized, and trusted.
In session 1 of the summer boot camp series, attendees will gain a clear understanding of how generative AI is influencing search behavior and what it means for their firm’s online presence. Presenters will break down how to integrate PR, content, and digital strategy to enhance discoverability, build authority, and position attorneys as credible experts in an AI-driven environment.
Attendees will walk away with practical insights on adapting SEO for the age of generative optimization (GEO), creating AI-friendly content, and developing a cohesive, future-ready strategy that keeps their firms competitive.
Our Speakers: Lisa Murray President, Trevi Communications
Lisa Murray is a marketing communications specialist with 30 years of experience helping law firms and other professional service providers tell their stories and grow their businesses. As president of Trevi Communications, an award-winning marketing & PR firm, she develops brand strategies and communications programs that build visibility, strengthen reputations, and drive business results. Her expertise spans international brand building, reputation management, public relations, social media, crisis communications, and content development.
Lisa has counseled clients through high-stakes challenges, from building awareness and capturing market share to raising capital and navigating crises. Prior to establishing Trevi, she was director of marketing communications & PR at the international law firm Brown Rudnick LLP, and prior to that was a senior leader at two Boston PR agencies.
An active leader in the legal marketing community, Lisa is a frequent speaker at events hosted by LMA, BBA, and Mass Lawyers Weekly, among others. She is past chair of LMA’s Boston Local Steering Committee. She and her agency have been recognized with multiple industry awards from Lawyers Weekly, PR News, Banker & Tradesman, and The Boston Business Journal.
Meghann Kinnard Vice President & Head of Marketing Services, Trevi Communications
Meghann Kinnard is a seasoned marketing and business development strategist trusted by leadership teams across the professional services sector. She directs the planning and execution of integrated marketing initiatives that drive growth, support client acquisition, and strengthen market position.
Known for her ability to connect strategy to execution, Meghann works closely with executives and shareholder groups to align messaging, optimize visibility, and build marketing programs that scale. Her approach combines sharp macro insight with practical execution, quietly driving the marketing programs of influential brands. Though she operates largely behind the scenes, she is a sought-after advisor, speaker, and sounding board for organizations navigating change, growth, or heightened competition.
Her influence extends beyond her client work, through board service, community involvement, and ongoing contributions to the evolving conversation around marketing and leadership in complex, reputation-driven industries.
Keith Edwards President and Chief Business Development Officer, Good2bSocial
Keith Edwards is the president and chief business development officer of Good2bSocial, where he helps law firms and legal organizations exceed their business development and marketing goals. At Good2bSocial, the mission is clear and simple: leverage deep industry knowledge and digital marketing expertise to deliver exceptional results for clients in the legal industry.
An experienced leader in the media and advertising industry, Keith has spent more than two decades helping companies expand their business development functions and unlock new opportunities.
Previously, Keith served as vice president, legal market leader for ALM Media for more than six years, where he oversaw marketing services across 20 of the company’s legal media brands, including Law.com, The American Lawyer, Corporate Counsel, and The New York Law Journal. Under his leadership, ALM’s media solutions spanned digital, custom content, audience extension, social, podcasts, and print, reaching nearly two million legal professionals.
Before ALM, Keith was vice president of advertising at The Business Journals, managing national sales operations in New York and serving a business community of 13 million owners and executives across 43 markets. Earlier, he held roles in national sales, sales development, and research, offering integrated solutions across financial services, technology, travel, automotive, and luxury categories. He also holds a certification in digital media sales from the Interactive Advertising Bureau. A native of Tulsa, Oklahoma, Keith received a BA in journalism from the University of Oklahoma, where he now serves as chair of the Board of Visitors for the Gaylord College of Journalism. In his spare time, Keith volunteers as a CASA caseworker, advocating for children in the foster care system.
Zach Laroche Director of Strategic Growth and SEO/AIO at Good2bSocial
Zach Laroche is the director of strategic growth and SEO/AIO at Good2bSocial, where he helps law firms and legal organizations strengthen their digital presence and achieve business development goals. At Good2bSocial, his focus is simple: put clients first and do the hard work needed to deliver results that matter.
A Massachusetts native, Zach holds a BSBA in marketing from American International College and has spent nearly a decade in digital advertising and business development. Known for rolling up his sleeves and exceeding expectations, he believes success comes not just from smart strategy but also from consistent effort and follow-through.
Previously, Zach served as director of business development at Big Voodoo Interactive, where he specialized in the legal category with an emphasis on personal injury—Google’s most competitive vertical. There, he developed growth strategies and managed client relationships, leading SEO efforts that achieved dominance across many of the nation’s top DMAs. He later joined Nexstar Media as a multi-platform account executive, building full-funnel advertising campaigns for industries including nonprofit, home services, and life services—consistently surpassing business goals.
Zach also led and trained a team of national sales representatives at Law.com | Lawyerpages, driving growth through long-term subscription partnerships with law firms. This authority-building product was directly tied to SEO through Law.com’s network of legal publications. In addition, he contributed to the launch and growth of Sherloq Inc., an AI-powered lead analysis software, working directly with enterprise clients to shape adoption and performance.
Outside the office, Zach’s happiest moments are with his family and two German Shorthaired Pointers. He also enjoys trail running, playing softball, working on projects around the house, and cheering on his favorite New England teams. Go Sox!
Location:
Virtual - A zoom link will be sent to you.
Cost:
Members: $30
Non-members: $40
Bundle Price for All Four Session:
Member: $90
Prospective Member: $150
Interested in the full bundle? Click here to register and learn more.
For questions or concerns about your event registration, please contact lmasouthwest@legalmarketing.org