Dispatch Media Group

Project summary

Since its first daily newspaper was published over 140 years ago, The Dispatch Printing Company has since grown to a diverse multimedia company serving Central Ohio. With over 25+ brands ranging from TV and newspapers, to digital marketing solutions, Dispatch’s consistent growth and acquisitions had left their brands fragmented. Dispatch employed Phinney Bischoff to execute a robust audience segmentation study and brand perception research. The goal was to re-align the company for strategic consolidation, while assessing the evolving needs of their audiences.

Our team conducted stakeholder interviews, a segmentation study, an extensive competitive audit, consumer focus groups, as well as ideation sessions with key Dispatch staff. The outcomes were twofold: development of a new umbrella brand architecture and the brand essence “Media that Inspires.” Research findings further supported the need for a name change — from The Dispatch Printing Company to Dispatch Media Group — that more accurately represents the company’s position and offerings. With a strategic foundation in place, we developed a new corporate identity, visual language, and collateral materials.

Our research-based approach allowed our team to identify audience segmentation, infrastructure, and a clearer expression of Dispatch’s brand. We were instrumental in shaping their new convergence sales model to better serve the needs of their advertisers while increasing ad revenue. Phinney Bischoff also provided new brand assets and guidelines to further assist their internal creative team. By setting a strategic foundation and infrastructure, Dispatch Media Group is now well-equipped for future growth without compromising their vision of creating “Media that Inspires.”

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