Cornwall's 105 to 107 Itchy FM - Ofcom Licensing

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only through this genuine investment of time in a client’s business will local companies begin to trust the new station and its commercial ability. When our clients recognise that Itchy FM (on or off-air) enables them to reach a substantial youth audience and that their campaigns result in a direct increase in sales / awareness / footfall, then we will have succeeded in positioning Itchy FM at the heart of Cornwall’s youth economy. We have held numerous meetings with organisations such as Business Link, Enterprise Edge, the Hub – Youth Business Network and Mid-Cornwall Enterprise Trust, as well as the regeneration organisations working to achieve sustainable economic growth, in order to ensure that Itchy FM is well utilised by local businesses. We are incredibly conscious that only such an integrated approach will result in long term success and profitability of the new Cornish station. IMD Group’s daily experiences with hundreds of local advertisers support this fact, and the opportunities associated with offering clients a commercial service far beyond traditional ILR spot sales. Integrated approach We fully intend to aggregate the various ways the station can add value to a client’s youth proposition, and present this to clients in an integrated, easy-to-buy manner. Our commercial strategy from launch will be to ensure that sales staff are well trained to identify and understand varying requirements of our clients, ensuring that opportunities to offer a variety of radio based marketing solutions, plus develop valuable additional sales and client trust are not missed. This integrated approach has been developed successfully by IMD Group in its wider youth media activities. When presenting to local businesses, our sales staff will be encouraged to listen to the client’s requirements and then (whether entirely in-house, or alongside local strategic partners), we will define an advertising / marketing / promotional strategy that will enable the client’s desires to be met. This would always be centred around station activity (on or off-air) but could also include involvement at station events, use of sampling, data capture or IMD Group’s other local youth media (50,000 Itchy Cornwall Guides, 7,500 Cornwall College Student Planners, Poster sites at University leisure venues and Inside+Out magazine) or via our relationships with local promoters (SW1 Productions) or venues (including The Green Room music venue, Redruth, Cornwall's largest nightclub Berties, and the Koola Bar in Newquay). Additionally IMD Group employs local sales staff to manage client sales across its poster sites, local guide books and branded diaries, and these staff would also be trained in upselling radio as part of their available media mix. Although we would expect this referred activity to result in additional sales opportunities, for the sake of prudence we have not relied on any revenue from IMD Group’s local nonradio sales staff in Cornwall. This integrated approach will extend to the manner in which the launch team will recruit and train a multi-skilled team to establish the station. Social Advertising Policy Aside from the more traditional areas of the business plan, we have developed a pro-bono advertising programme, in response to our local consultations. More so than in other bids the directors have been involved in, Cornwall has some real financial difficulties as highlighted by its Objective One status. As such, Itchy FM will offer certain clients free or discounted advertising. We have proposed this service to a variety of socially focussed businesses or support groups, non profit organisations and local charities with resounding success. IMD has set up this Social Marketing Fund for the station to support not-for-profit organisations and charities. We have presented our ideas to a series of local membership organisations whose members are involved in youth support activities (Acorn Community Theatre, The Hub Young Business Network, 17
Enable in Cornwall, Mid Cornwall Enterprise Trust) and who would benefit from being able to offer their members reduced or free advertising on the station. The Social Marketing Fund will be allocated quarterly via applications made through the station’s website bulletin board, as we believe this is less hierarchical that a ‘grand advisory board’, and more in touch with networked culture. Allocation of the Fund (given in the form of a free monthly on-air campaign) will be made to the most relevant project group. The Community Advisors are identified briefly below. Further background on the Social Marketing Fund and its infrastructure and Advisors is available on request. Frances Truscott Regeneration Consultant, Future Perspectives Ltd Trustee, Cornwall Theatre Company (Acorn Theatre) Keltie Seaber Town Councillor / Millennium Green Trustee / Chair-secretary Padstow Youth Project / Adult Education Tutor, Bodmin College Ross Williams Founder, Cornwall Arts Marketing Sally Turner Enable in Cornwall Ltd (Disabilities Charity), Project Manager Whilst not revenue generating, we believe “Itchy FM’s Social Marketing Fund” will be well received by the community, and will help to ensure that local grassroots efforts at improving the community for young people are given the necessary promotion. It will also offer new membership supported businesses subsidies on their first advertising campaigns, which we expect will drive initial trial of Itchy FM and result in valuable repeat business. This initiative is an example of how we believe Itchy FM will become a much-needed part of the community, acting as a trusted route to interacting with the historically disenfranchised young adults in Cornwall. As Keltie Seaber stated: "This is exactly the sort of thing I would like to see happen, it would make a great difference to Not-For-Profit Organisations in the county” 18
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 16 and 17: This arsenal of advertiser-aligned
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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