Cornwall's 105 to 107 Itchy FM - Ofcom Licensing

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usiness being awarded a Shell Livewire Regional Award for Innovation. IMD has allocated time and resource at a group level to support the training requirements of the station and its sales staff at launch, and Ian will deliver this personally in his remit as Launch Commercial Director for Itchy FM. Ian’s sales training programme will be supported by input from the station’s Managing Director, who has experience of training 15 S&P staff, and Martin Dallaghan who has day-to-day management responsibilities for IMD Group’s nationwide local sales force. Audience Attraction A fundamental requirement of the station is to attract and retain young listeners. o Local audience: Build a solid base of local young adult listeners achieved through extensive community interaction, credible marketing and an electrifying mix of music and speech programming o Visiting audience: Create an effective marketing plan to maximise exposure to Cornwall’s unusually high profile of seasonal youth leisure visitors From our market gap research and tastes and preference study, we are confident that our fresh, pacey programming mix and innovative marketing activity and events programme will enable us to achieve a healthy reach. Our audience lives, works, studies and spends in Cornwall. They are a valuable audience for a number of businesses to reach, although other media does not communicate effectively with this audience. To achieve our audience forecasts we have planned extensive marketing to reach this audience, and from the station’s launch in summer 2005 we intend to take market share directly from BBC Radio 1, thereby enabling Itchy FM to benefit from new listeners to commercial radio. The station’s core year round audience will attract advertising from numerous youth targeting businesses. We have undertaken direct research with 50 local businesses to determine the probability of their use of Itchy FM as a marketing channel in their efforts to communicate with a youth customer base. 58% of the businesses we researched and contacted expressed interest / definite interest in considering Itchy FM as an alternative marketing tool. These included: Cornwall County Council Carrick District Council Fistral Blue Follett Stock Hotel Victoria & Health Club Flicks 60 One Dude Bars Tall Trees The Chy Bar / Koola Bar L2 Ltd The Walkabout Fosters Club & Pub & Steak House Senor Dick's Mexican Restaurant Buzios Cafe Bar Restaurant & Pool Hall Berties Club & Pub Red Square. “We see a youth radio service as a great channel for Connexions, and other local organisations that work with young people, to promote the opportunities available to them” Melanie Salmon, Marketing Co-ordinator, Young People Connexions Cornwall and Devon We have researched the local client base of Pirate FM (source: MMS) and from management’s knowledge and research into the County’s advertising market, we are confident that many of the clients listed would certainly consider advertising on a younger focused station. Due to the large number of small businesses in Cornwall, it is essential that we can offer reasonably priced campaigns to local advertisers, usually split by East or West Transmitter site (as per Pirate FM) to reduce wastage, and ensure that the campaign’s work for these businesses to drive repeat business. This will also enable Itchy FM’s sales force to up-sell participation in Sponsorship and Promotions or other opportunities for 11
audience interaction (on or off-air). Our local sales strategy is set out in the Financial forecasts section of this application. Visiting audience In September 2004, Cornwall County Council reported that ‘Nearly Five million visitors are now attracted annually to Cornwall. Only London and Devon attract more. What’s more 29.1% (source; Cornwall Visitor Survey Annual Report 2002 – 2003) are 16-34 – nearly 1.5 million! While RAJAR cannot (yet) register these listeners we are confident that local and national clients will recognise that our extensive marketing and profile will result in a vast majority of this transient youth audience tuning in to ‘Cornwall’s 105 - 107 Itchy FM’. This transient market has such an impact on Cornwall’s economy that we are certain that the station will attract significant additional advertising revenues from this audience. This, alongside the county’s unique Cornish identity makes the station unusual and IMD Radio Cornwall believes its approach of upbeat presentation, first class marketing and well tested mix of hit modern music will result in a high 15-34 audience. We are aware that in order to attract the attention of short term non-local youth audience, we need to ensure that our marketing is very prominent and targeted. We recognise that this marketing requirement should have a positive effect on revenue potential, as we are able to invite our advertisers to participate in this essential audience marketing activity, sponsoring station events and other below the line marketing initiatives. Our commercial research supports this assumption, as local and national advertisers have stated their enthusiasm for being able to benefit from the kudos of sponsoring a lively young station’s events and activities. IMD’s experience of presenting youth facing media and marketing opportunities to national youth targeting brands alongside specific national advertiser research has identified a client base with an appetite for using Itchy FM and its events programme to credibly interact with this potential “summer time” audience of 1.5m young people. Itchy FM also benefits from the national recognition of its brand, representing trusted youth opinion. Itchy’s Guide Books (now in their 6th year) are sold across 850 retailers throughout the UK. Aside from a launch sales uplift, an average of 20,000 books are sold at retail each month, plus distribution of books free of charge on campus to students, and through national bulk distribution with the broadsheet newspapers (Independent, Telegraph etc). It is the UK’s best selling city entertainment guide and its distinctive editorial tone help to position the book series as an “insider’s guide”. This brand reaches around 1.5m young people across 16 UK cities, as well as the Cornwall county edition. We are confident this brand recognition will assist our aims of attracting a visiting audience, and have based our on-air editorial sound on Itchy’s distinctive cheeky, fun tone. Seasonal sales uplift Our wide range of planned events activities will attract both audience and local and national advertisers. Our biggest events will take place during the summer season. Many local businesses specialise in servicing the summer market. Cornwall’s Community Strategy states that “The service industry which caters for both the resident population and tourists dominates Cornwall’s economy”. This is no surprise - “Newquay has a population approaching 100,000 in the peak of the summer – five times its resident population.” “Your station targeting a youth market would have great advertising potential during this period, and like most other businesses in Cornwall would generate the majority of its revenue during the summer.” Tony Townsend, Marketing Manager, PAVH International Ltd (Newquay's biggest entertainments company) 12
Page 2 and 3: GENERAL INFORMATION Application for
Page 4 and 5: Rolf Munding Non-Executive Chairman
Page 6 and 7: Martin Dallaghan Current directorsh
Page 8 and 9: o Christopher Weston - A serial hig
Page 10 and 11: Market Opportunity BBC Radio 1 cons
Page 14 and 15: The seasonal uplift in listener vol
Page 16 and 17: This arsenal of advertiser-aligned
Page 18 and 19: only through this genuine investmen
Page 20 and 21: Station’s link with Investor stra
Page 22 and 23: (e) FUNDING The business will be ca
Page 24 and 25: sustain small scale youth media and
Page 26 and 27: Telegraph, Nuts Magazine (IPC) and
Page 28 and 29: Audience Projections Itchy FM predi
Page 30 and 31: Total Hours 546,000 100% Based on t
Page 32 and 33: might incur to achieve such high le
Page 34 and 35: o Newquay: surf / skate, clubbing,
Page 36 and 37: We would also support all station a
Page 38 and 39: A large part of Itchy FM’s likely
Page 40 and 41: Staff structure IMD Radio Cornwall
Page 42 and 43: In addition, IMD Group’s local sa
Page 44 and 45: Director of Radio, Zenith Optimedia
Page 46 and 47: SECTION 105(B) AND (C): CATERING FO
Page 48 and 49: 0.35 0.3 0.25 0.2 0.15 0.1 0.05 0 F
Page 50 and 51: spoken word content will provide ed
Page 52 and 53: (b) Proposed format Licence Outline
Page 54 and 55: NOP Study - November 2004 Edison Me
Page 56 and 57: Interest in New Radio Station: When
Page 58 and 59: Radio listeners in Cornwall are wel
Page 60 and 61: Research Conclusions This format cl
Page 62 and 63:
collated a number of the most perti
Page 64 and 65:
Local meetings Summary of some of t
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