Cornwall's 105 to 107 Itchy FM - Ofcom Licensing

AUDIENCE MARKETING
“I recognise that young people in Cornwall (like my teenage children) should have a locallyoriginated
station that is more relevant to them than Pirate, BBC Radio Cornwall or Radio 1. I'm
very encouraged by your links with the Green Room, the Hub and so on”
Ross Williams
Cornwall Arts Centre Trust Truro Ltd, Cornwall Arts Marketing and Creative Kernow
To establish and maintain the station and its local revenue forecasts, we require a realistic percentage
of Cornwall’s total young adult population to tune in and become regular listeners, (and listen for
longer). As such our marketing efforts will be given significant support in this area from IMD Group,
and its subsidiaries.
The young adult market is one of the hardest demographics to reach, due to low media consumption,
greater degree of mobility and their distrustful approach to much of the poorly targeted marketing aimed
at them. IMD Group’s success has been built on an ability to generate “cut-through” youth marketing
strategies to engage and interact with this audience, through increasing the relevance of marketing
directed at this cynical market segment.
Local knowledge has convinced management that traditional radio launch activity will not work for Itchy
FM in Cornwall. Local TV and press ads (West Country TV, Cornish Guardian / West Briton) create
extensive wastage when trying to reach a youth audience – a problem recognised by practically all of
the local youth targeting businesses we consulted with.
Aside from an initial ‘burst’ of above-the-line high-impact brand awareness activity to promote the
station’s arrival on Cornwall’s airwaves, we will prefer to use a range of below-the-line marketing to
advertise the station and promote reasons to listen longer. As well as utilising the station’s on-air
promotional abilities, we intend to utilise station events and promotions, print media, outdoor activity,
flying, stunts and local partnership marketing, plus IMD Group’s existing local media channels where
possible.
Targeted investment in this area directly correlates to audience levels and due to the ‘sponsor friendly’
approach of Itchy FM’s marketing, revenue growth.
Through placing substantial emphasis upon the station’s branding and profile, we are aware that we will
create an opportunity to attract many sponsors and non-traditional local radio buying clients to the
station. In local markets a station’s visibility is often a key determinant securing a sale, above even
RAJAR figures, and as such the importance of brand activity is reflected in our marketing plans.
We believe that as the only dedicated service targeting Cornwall’s young adult community, Itchy FM will
automatically and instantaneously generate appeal, and its highly visible local presence and interactive
programming will help Itchy FM to generate the audience levels and loyalty projected within the
business plan.
Our Local Partnership Programme developed over the last 3 years has given us access to a host of
marketing partners which will help to ensure the station’s local grassroots support. In addition IMD
Group has already launched a range of existing media channels in Cornwall (Itchy Cornwall Guide
Books: 50,000 copies, The Student Planner @ Cornwall College 7,500 copies), and is currently
extending this local media further (poster sites in the university / colleges & reach, Inside+Out
Magazine) and these would be made available to support Itchy FM’s marketing objectives. These
significant cross-promotional deals (with a combined young adult reach of approx 250,000) will
constitute a major aspect of Itchy FM’s promotions, at costs significantly lower than any other applicant
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