Cornwall's 105 to 107 Itchy FM - Ofcom Licensing

• Marketing activity (advertising and sampling) within the County’s key travel corridors. Including
Newquay Airport which regularly welcomes a huge youth market. IMD Group’s sampling ‘hit
squads’ can distribute Itchy FM branded destination guides at the major train stations and
Newquay airport). These could be given away to 10,000 - 15,000 people, in any one day. This
activity would also create the opportunity for listener data capture.
• Partnership marketing - logo / frequency inclusion on other promoters flyers and at the events in
exchange for promotional support on-air (ie: ticket / guest-list giveaways)
• Club and gig attendance / sponsorship and OBs – branded station presence at existing nights
• Outdoor in appropriate youth areas (train station advertising, bars – washroom media)
• Affiliate marketing to reach summer audience (distribution of Itchy FM branded radios and Itchy
Cornwall Guides in B&Bs / hostels and to car hire companies in exchange for pre-tuning radios
in hire cars etc)
• Ensuring youth targeting shops, bars and cafes have the station tuned in whilst open for
customers to hear. This will be achieved through the distribution of window stickers, and prizes
for businesses whose workforce makes regular record requests
• Itchy FM branding in youth spaces. We have agreed Itchy branding to appear at music venues,
skate parks and other places with high levels of predominantly Under 35 footfall). Branding
could take the form of banners, branded beer mats or even branded Surf / Skate Boards. Itchy
branded surfboards were offered as prizes at this year’s Cornwall SAS Ball.
• Plus a few of the more traditional ILR marketing options, such as flyering and branded station
vehicles
Brand extension marketing
• “Itchy FM: Sound of the Summer” - Station CD compilation
Itchy FM’s distinctive mix of new youth dance and rock creates an opportunity for the station to produce
an annual “best of” CD. Stations such as Classic FM, Virgin Radio, Jazz FM and Kiss FM have had
good success producing CDs. In addition we can create assured distribution via Itchy’s Guide Book
retail network (incl Virgin Megastore, HMV and independent record stores). The Sound of the Summer
Station CD would serve a dual purpose, promoting Itchy FM’s brand and creating a new revenue
stream.
IMD Group’s Head of Content Marketing, Rob Wood has compiled and produced CDs for the
Bargrooves compilations series; branded covermounts for Jockey Slut magazine; the promotional
campaign for Glennfiddich whisky’s ‘Independent Mix’ and the ‘Mr & Mrs Smith’ hotel guide book &
compilation series. The management of IMD’s music community and online retailer TrustTheDJ.com
have also had extensive experience at licensing tracks to produce profitable, cutting-edge CD
compilations.
Audience interaction
In addition to these marketing activities, we intend to achieve audience growth via a greater level of
listener interaction than may be traditional in conventional ILR stations.
• Data capture (including email and SMS competitions entry on-air)
• Viral marketing via emailing local listings to subscribers
• Itchyfm.co.uk website
Marketing Summary
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