Cornwall's 105 to 107 Itchy FM - Ofcom Licensing
Cornwall's 105 to 107 Itchy FM - Ofcom Licensing
Cornwall's 105 to 107 Itchy FM - Ofcom Licensing
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The seasonal uplift in listener volume will also serve <strong>to</strong> increase consumer revenues as more young<br />
adults are given opportunities <strong>to</strong> interact with the station, through SMS features, merchandise or<br />
commercial, branded ‘spin-offs’.<br />
Sponsorship & Promotions Specialism<br />
<strong>Itchy</strong> <strong>FM</strong> will align its marketing activity with the objectives of local and national youth targeting brands<br />
<strong>to</strong> introduce addition revenue <strong>to</strong> the station through sponsorship revenue. Our research has shown that<br />
numerous brands are interested in utilising <strong>Itchy</strong> <strong>FM</strong>’s integrated marketing plans and events activity <strong>to</strong><br />
access <strong>Itchy</strong> <strong>FM</strong>’s local and “holidaying” audience, and IMD’s team have widespread experience of<br />
delivering this type of integrated brand marketing activity.<br />
Local sponsorship opportunities<br />
Local businesses will benefit from extending their relationship with <strong>Itchy</strong> <strong>FM</strong> in<strong>to</strong> live events, Outside<br />
Broadcasts and presence at station club nights / new music gigs. Several local businesses have<br />
already expressed interest specifically in this area of the station’s audience promotion, making us<br />
confident that <strong>Itchy</strong> <strong>FM</strong>’s promotions and parties will be well-funded and promoted, and this will<br />
increase their appeal <strong>to</strong> large sections of our audience.<br />
Co-branded events<br />
We have identified an excellent market opportunity for national brands <strong>to</strong> benefit from utilising the<br />
station and its large events plans <strong>to</strong> communicate with the massive number of young leisure visi<strong>to</strong>rs<br />
spending time in Cornwall each summer. This is one of the key ways that we believe the station will<br />
achieve significant additional revenues, which would be unavailable <strong>to</strong> applicants targeting an<br />
indigenous older population. Each year, national youth targeting brands plan advertising and marketing<br />
activity <strong>to</strong> reach their audience when on holiday (for example in Ibiza) or at the festivals (Glas<strong>to</strong>nbury,<br />
Reading, Leeds etc). In our experience, over the last few years brands have been allocating more of<br />
their budgets <strong>to</strong> this kind of experiential activity, as a way of achieving brand differentiation. IMD Group<br />
is in regular contact with these brands and is certain that with <strong>Itchy</strong> <strong>FM</strong> at the centre of the Cornwall<br />
youth experience, Cornwall will be added <strong>to</strong> the same national, summer-time media planning schedules<br />
as Ibiza and the Festivals.<br />
"<strong>Itchy</strong> <strong>FM</strong>'s Cornwall events, supported by the station, will be of major interest <strong>to</strong> iris as we are always<br />
looking for new ways <strong>to</strong> reach the diverse youth market and bring campaigns <strong>to</strong> life for our many youth<br />
targeting clients"<br />
Claire Glennane, Group Account Direc<strong>to</strong>r, iris<br />
(Marketing Communications agency for Department for Transport and Department of Health)<br />
The Cornwall Visi<strong>to</strong>r Survey also recognised the growth of festivals as being an important driver of<br />
visi<strong>to</strong>r attraction and we are confident this fact supports our live events plans, giving our station<br />
additional opportunities <strong>to</strong> convert visi<strong>to</strong>rs <strong>to</strong> the county in<strong>to</strong> listeners, and in<strong>to</strong> revenue.<br />
In the five years since IMD proposed the Cornwall station opportunity, an increasing number of national<br />
brands have begun <strong>to</strong> host or sponsor youth targeting events in Cornwall. The Daily Telegraph, Nuts<br />
Magazine (IPC) and Wrigleys for example all had heavy brand attendance and sampling activity at<br />
Fistral Beach in Newquay this August bank holiday for the Quiksilver Boardmasters Surf Competition.<br />
IMD has researched this market gap and concluded that a marketing focussed youth communication<br />
channel such as the radio station would become a focal point <strong>to</strong> coordinate this type of activity, using<br />
local market knowledge and the station’s profile and promotional ability <strong>to</strong> enable brands <strong>to</strong> access this<br />
massive visiting youth audience. We see this as a separate proposition <strong>to</strong> that of our national sales<br />
agency, selling national spots <strong>to</strong> radio buying agencies on a CPT basis.<br />
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