Cornwall's 105 to 107 Itchy FM - Ofcom Licensing

In addition, IMD Group’s local sales force will be able to refer business to Itchy FM. IMD Group’s
national client relationships will enable station events to be sponsored by national brands, and a
national sales agency will focus on national spot sales.
Emphasis on wide range of commercial activity
As set out previously, Itchy FM has identified and researched nine different revenue streams, broadly
falling into three inventory areas for servicing:
1. Local: spots, programme sponsorship, outside broadcasts, on-air promotions
2. National: Large event sponsorship, sampling activity, data capture and data sales
3. Consumer revenue: Music downloads, SMS, publications
Local commercial activity
The Cornwall business, education, social community has made the Itchy FM bid team very aware of the
difficulties they each currently face reaching the youth market as no one media channel targets
significant numbers in a credible or accountable way. From their enthusiastic support for our
application we are confident that many of these businesses and organisations will adopt Itchy FM as
their preferred marketing channel.
Commercial trial
During the course of the year, the underlying principle of IMD Radio Cornwall’s local sales strategy will be
to sell effective campaigns to the majority of the county’s key local youth targeting business 'on air' within
twelve months of launching. For many of our target advertisers, a large part of their business is reliant
upon the youth market, and as such many businesses have developed to specifically target young people
within the county. As such, the station will benefit from a large number of potential clients across the
county, currently frustrated by the lack of opportunities to enable effective communication with this valuable
demographic.
Due to the geographic spread of Cornwall, IMD believes that many of these clients will be smaller
businesses. Subsequently, one of our methods to grow local advertising will be through providing a
fresh, targeted media opportunity for the many smaller advertisers for whom other media channels are
either too expensive, demographically wasteful or geographically limited. Our split transmitters will
enable East / West campaign optimisation and act as an incentive for many of the County’s smaller
businesses – those having a turnover of less than £500,000 (35%), to try radio advertising as part of
their marketing activity 4 .
Through IMD’s local sales training programme, local sales staff will be encouraged to sell campaigns that
will secure the best possible chance of generating repeat business. This factor reiterates the importance
of an integrated approach to the sale of advertising on the Cornwall youth station.
We will demonstrate Itchy FM’s ability to reach the lucrative youth market with minimal wastage, in a
cost-effective manner, against all other media options. Attracting a broad brand count will also
encourage other less obvious advertisers (including seasonal businesses) to use the station whenever
they wish to communicate with the youth market in Cornwall.
“As a new high end clothing range based in Cornwall, we would welcome the opportunity to promote
our business on a cool local radio station with lots of young people listening!” –
Chris Dart, Owner / Co-Founder - Lief Clothing
Alongside integrated campaign planning, our local sales staff will be trained to plan and implement
airtime campaigns that will achieve quantifiable results for the client, whether through sufficient
weighting of ad campaigns, creative copy, supporting activity or a combination of all three. This will
enable our clients to trust Itchy FM, and will increase the ability for our staff to recommend future
campaigns.
4 Source: Cornwall Enterprise, 2004
41