• Injury law billboard honored by the MarCom Awards.

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  • Injury law promotional mug awarded by the American Advertising Federation.

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  • Leave-behind business cards awarded by the American Advertising Federation.

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  • Yellow Pages directory ad.

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  • Employment Law promotional mug awarded by the American Advertising Federation.

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  • Employment law billboard.

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Brand Repositioning: Stroud & Harper

SITUATION: For years, the law firm of Stroud & Harper, P.C. watched potential personal injury clients from its own backyard head to the high-rise firms in nearby Memphis for legal representation.

KEY INSIGHT: In particular, Stroud & Harper needed to separate themselves from the pushy image typically associated with injury law. Tactical Magic developed a new Brand Strategy to better represent Stroud & Harper’s down-to-earth, thoughtful personality.

SOLUTION: Tactical Magic helped to translate a new Brand Strategy into awareness-building and response-soliciting tactics in order to promote Stroud & Harper’s two areas of emphasis: injury law and employment law. Both the number of calls and the number of cases improved subsequent to the launch of a modest integrated campaign. In order to drive response, the firm runs branded Yellow Pages print ads, dominating the back covers of most local books. To generate referrals, the firm employed targeted guerrilla tactics. To improve general awareness, the firm employed engaging and humorous outdoor advertising.

RESULTS: “We’re particularly happy with the outdoor strategy,” said Philip Stroud, co-founder of Stroud & Harper. “We know a lot of people see it. We get a lot of calls and attention due to those billboards.” In fact, the billboards have received broad recognition, from local newspaper coverage to a gold award from Graphis Advertising, an international showcase of outstanding advertising concepts.