Cornwall's 105 to 107 Itchy FM - Ofcom Licensing

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This arsenal of advertiser-aligned marketing options will not only help to establish and reinforce the station’s credibility and proximity to the audience served, but also generate multiple valuable revenue streams for the station. Through maintaining year round contact with our clients we will be well-placed and well prepared to continually attract marketing spend into the station’s range of revenue channels. IMD Radio Cornwall Ltd has adopted a series of strategies to maximise income within each of these nine revenue units. The revenue expectations for each business unit are detailed in the Financial Projections section of this application. 1. Local Advertising Sales 2. Events Sponsorship 3. National Advertising Sales 4. Advertiser Funded Programming Data capture & data sales Station branded publications Consumer revenue (downloads, tickets, SMS interaction) On-air promotions Local spot revenue IMD Radio Cornwall Ltd Show sponsorship The mainstay of local radio stations, Itchy FM’s local advertising will be sold by a team of 4 sales executives, under the co-ordination of a seasoned Sales Manager. The staff will benefit from extensive training provided by the Launch Commercial Director and IMD’s experienced radio and youth media sales team. Station branded events (own) National spot revenue Advertiser Funded Programmes Itchy FM will benefit from a dedicated S&P/Marketing Manager, whose responsibility will be to sell sponsorship for station managed and station supported events. This will range from beach parties to festivals, from club nights to live gigs. The implementation of the events activity will be supported by IMD Group’s Events Marketing team. National spot sales will be outsourced to a professional radio sales agency. At present we have held discussions with EMAP Advertising, Impact and Opus although no final decision has yet been made. Advertiser funded programming is an emerging area of radio revenue growth. Radio production companies such as Unique and Somethin’ Else have made good progress in introducing the concept to brands. IMD already offers brands a Content Marketing service, licensing existing content or commissioning bespoke content to local and national businesses. The Head of this department is experienced at enabling brands to utilise content / music as part of their marketing mix, and as such IMD will provide this national client contact service to the station. 15
5. Show / Feature Sponsorship 6. On-air Promotions 7. Station Publications 8. Data Capture and Preference Data Sales 9. Consumer Revenues (Downloads, tickets, SMS interaction, merchandise) Certain specialist shows and key daytime output will be made available for sponsorship. In the first instance this will be sold by the station’s S&P Manager. We have already held conversations with a number of sponsors for shows we are proposing in our schedule. One-off and ongoing in-show promotions will also be sold by the station’s S&P Manager. Local clients will be encouraged to utilise these to extend airtime campaigns and ensure differentiation of their message. An area for brand and revenue extension, IMD Group’s expertise in publishing nearly a million print media publications each year will be made available to the station, enabling Itchy FM to develop station specific print media (new music guides, listings, event programmes etc) Data capture, data analysis and data sales (list broking and rental) are fast becoming a growing area for media companies to develop expertise as they build their levels of audience understanding and interaction. Once this data has been collected, (whether through text promotions, email communication or sampling at station events) there is an opportunity to sell clients access to the data. Certain clients now plan marketing and media spend based on expected levels of response or Return on Investment, and as such data capture is becoming an essential tool for media owners (such as EMAP) and their clients. IMD’s data unit “Mindset” provides the understanding of Data Protection Act regulations to ensure effective use of this data for both operational (programme testing) and commercial use (opt-in sponsored email newsletters, SMS promotions etc), and will advise the station on best practice, and fair-pricing of data campaigns complementing airtime activity. With an expected year three audience of around 73,000 listeners, plus a sizeable number of the summer leisure visitor market listening, we will offer a variety of ways for listeners to purchase directly from the station. Across IMD Group, we have expertise in selling publications and records online, and we already have affiliate deals in place with TicketMaster and TicketLine for the sale of event tickets, through a dedicated Itchy branded ticket phoneline. The station’s live events programme lends itself to the sale of station merchandise. Effective promotion of station competitions and SMS promotions will help Itchy FM to grow its revenues per listener through text revenues, more popular within our target demographic than any other age range. The launch commercial director and senior commercial team (sales manager and sponsorship manager) will ensure all sales staff are well-equipped to propose the most appropriate marketing channel to reach Itchy FM’s audience in order to ensure local client objectives are met. Our consultation with organisations like Objective One, have revealed Cornwall’s traditionally precarious economic position, and the steps taken to address this over the last four years, in an effort to reverse the fortunes of this economy. IMD’s local consultation set out initially to determine likely audience and commercial support for a youth targeted radio station. Along the way, we have come to recognise that the station we launch in Cornwall has an even greater requirement than many other local commercial radio stations to achieve its client’s objectives. Many of our likely clients are SMEs (Cornwall has 18,414 businesses of which 70% employ less than 5 people) 3 and for these businesses currently advertising spend is at best considered discretionary and at worse an unaccountable cost. Through IMD’s approach to ‘needs analysis’ and ability to offer integrated marketing solutions based on radio’s “close to me” audience relationship we fully intend to increase the success of client campaigns, Our in-house producer will work with clients to develop their individual “sonic identity” or on-air brand image. Our commercial team will have unparalleled skills in selecting the most appropriate station marketing initiative for the client to promote their business / service / offer. We absolutely believe that 3 Source: Cornwall Enterprise, 2004 16
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 12 and 13: usiness being awarded a Shell Livew
Page 14 and 15: The seasonal uplift in listener vol
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

Cornwall's 105 to 107 Itchy FM - Ofcom Licensing

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