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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This arsenal of advertiser-aligned marketing options will not only help <strong>to</strong> establish and reinforce the<br />
station’s credibility and proximity <strong>to</strong> the audience served, but also generate multiple valuable revenue<br />
streams for the station. Through maintaining year round contact with our clients we will be well-placed<br />
and well prepared <strong>to</strong> continually attract marketing spend in<strong>to</strong> the station’s range of revenue channels.<br />
IMD Radio Cornwall Ltd has adopted a series of strategies <strong>to</strong> maximise income within each of these<br />
nine revenue units. The revenue expectations for each business unit are detailed in the Financial<br />
Projections section of this application.<br />
1. Local Advertising<br />
Sales<br />
2. Events<br />
Sponsorship<br />
3. National<br />
Advertising Sales<br />
4. Advertiser<br />
Funded<br />
Programming<br />
Data<br />
capture &<br />
data sales<br />
Station<br />
branded<br />
publications<br />
Consumer<br />
revenue<br />
(downloads,<br />
tickets, SMS<br />
interaction)<br />
On-air<br />
promotions<br />
Local spot<br />
revenue<br />
IMD<br />
Radio<br />
Cornwall<br />
Ltd<br />
Show<br />
sponsorship<br />
The mainstay of local radio stations, <strong>Itchy</strong> <strong>FM</strong>’s local advertising will be<br />
sold by a team of 4 sales executives, under the co-ordination of a<br />
seasoned Sales Manager. The staff will benefit from extensive training<br />
provided by the Launch Commercial Direc<strong>to</strong>r and IMD’s experienced<br />
radio and youth media sales team.<br />
Station<br />
branded<br />
events<br />
(own)<br />
National<br />
spot<br />
revenue<br />
Advertiser<br />
Funded<br />
Programmes<br />
<strong>Itchy</strong> <strong>FM</strong> will benefit from a dedicated S&P/Marketing Manager, whose<br />
responsibility will be <strong>to</strong> sell sponsorship for station managed and station<br />
supported events. This will range from beach parties <strong>to</strong> festivals, from<br />
club nights <strong>to</strong> live gigs. The implementation of the events activity will be<br />
supported by IMD Group’s Events Marketing team.<br />
National spot sales will be outsourced <strong>to</strong> a professional radio sales<br />
agency. At present we have held discussions with EMAP Advertising,<br />
Impact and Opus although no final decision has yet been made.<br />
Advertiser funded programming is an emerging area of radio revenue<br />
growth. Radio production companies such as Unique and Somethin’ Else<br />
have made good progress in introducing the concept <strong>to</strong> brands. IMD<br />
already offers brands a Content Marketing service, licensing existing<br />
content or commissioning bespoke content <strong>to</strong> local and national<br />
businesses. The Head of this department is experienced at enabling<br />
brands <strong>to</strong> utilise content / music as part of their marketing mix, and as<br />
such IMD will provide this national client contact service <strong>to</strong> the station.<br />
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