The Power of Branding by Innovations Branding House

All ports and terminals matter. Big and small facilities, private and public, inland and coastal: You all have services to sell: Transportation. To who? Shippers who move cargo, facilities needing greenspace and users that demand access to a multimodal transportation system that incorporates the river.

Businesses that perform services for ports and terminals matter too. What services do you offer, who is your target client and how can you effectively share that message in an impactful way? Often times, you must capture their interest in a matter of minutes and typically, using materials.

At the 2024 IRPT Annual Conference in September, IRPT Member Todd Duff, the CEO of Innovations Branding House, spoke on Brand Orientation (session titled, "The Power of Branding". The conversations following his presentation indicated that our members (and attendees) have a strong interest in effective branding and marketing strategies within the inland river transportation industry.

For that, IRPT is sharing an example of the Power of Branding and Innovations Branding House in action, highlighting an example of how impactful marketing can be achieved regardless of project scale, emphasizing the importance of a solid strategy behind every initiative.

Client: Paducah (Kentucky) Convention Center

Project: Updated Brochure

The Paducah Convention Center approached Innovations Branding House with an outdated brochure that failed to highlight the convention center's true capabilities. Recognizing the need for a revamp, Innovations accepted the challenge and set out to create something effective and visually appealing.

Exploration: To ensure success, they began by addressing key questions:

1. Who is the target audience for this brochure?
2. What is the audience looking for in an event center?
3. How can the unique culture of the Paducah Convention Center be conveyed in the message and portrayed in the brochure?

Solution: Through thorough research and a strategic foundation, Innovations crafted a brochure that effectively communicated the right message to the right audience, all while enhancing its visual appeal.

Final Product: