Turns Out, There’s Still Plenty Left.

Larry H. Parker was a big deal long before anyone was scrolling past lawyer ads on Instagram. Back in the ’90s and early 2000s, the name carried serious weight. They’d built the kind of recognition most firms spend their entire existence trying to get. But things had gotten quiet.

The firm was still there. The history was still there. The marketing just wasn’t keeping them in the conversation the way it used to. That’s where I came in.

I wasn’t starting with some unknown lawyer and a logo somebody’s nephew made. There was decades’ worth of recognition sitting there. My job was to figure out how to put it back to work in a world that had changed quite a bit.

The Opportunity

Getting someone to remember you is expensive. Getting them to remember that they already know you? That’s a pretty useful head start. Larry H. Parker had that advantage.

But you can’t live off old recognition forever. People need to see you, hear from you, and have a reason to think of you when something happens. Social gave us a way to get back in front of those people while introducing the firm to others who didn’t grow up seeing the name.

The challenge was making it feel natural on a phone. You can’t just dust off an old television commercial, put it on Instagram, and assume you’ve figured out social. We had a familiar brand. We needed a fresh way to deliver it.

How I Did It

For a firm with that much history, this was unfamiliar territory. They didn’t have the people, the production setup, or the experience to run a serious social operation. And honestly, why would they? They’d built their business in a completely different advertising world. So I brought the operation with me.

Ideas, scripts, production, editing, campaign setup, testing. Everything needed to get from “we should probably be doing social” to actually doing it properly. The creative had to respect what people knew about the firm while giving them something worth watching now. Then we tested, paid attention to the response, and kept improving.

Piece by piece, we gave a quiet brand an active presence again; and a way to reach potential clients it hadn’t been reaching.

The Takeaway

There’s a lot of value in a name people already know. But it doesn’t do much sitting around collecting dust.
What I like about this story is that the firm had something worth bringing forward. We could build on its history while changing how it showed up. And once we gave them the resources and a way to execute, social stopped being this confusing thing they knew they should probably figure out someday. It became part of how the firm moved forward.

Larry H. Parker had spent decades earning a place in people’s heads. We helped give people a reason to think about them again. That’s a pretty good starting point for a comeback.