2ND January 1995
COASTLINE FM - RSL
PROMOTION / ADVERTISING
Initial Launch
In marketing “Coastline FM” 15,000 high quality colour flyers and 500 A3 posters were produced and distributed to local shops and filling stations. Some were also delivered door to door in specific target areas of Dover, i.e. Large Multiples, Principle Companies, The High Street, Corporate Offices, Other Media, and The Local Authority. Each contained a unique number which when returned to “Coastline FM” gave listeners a chance at winning prizes on the station. In addition a poster campaign was commenced at major points of entry to Dover , giving notice of “Coastline FM” broadcasts. Additional promotion came via extensive local press coverage (see included examples).
All of this activity gave “Coastline FM” good public awareness and listener Incentive.
Dover Centre for 'Coastline FM"
"Coastline FM” was quickly established in the town of Dover , this was primarily brought about by our town centre location at the prestigious “White Cliffs Experience”. Visited by around 200.000 people each year the award winning attraction viewed the presence of “Coastline FM” as credible to its own business, and were happy to supply, at no cost, comprehensive facilities for our studios and offices. This gave “Coastline FM” a prime central site, ideal for visibility, public awareness with easy and convenient access for guests and contributors alike.
Shop Window
“Coastline FM” fast gained public recognition within the Community. The station's small but effective sales team were thus able to attract many local advertisers new to the medium. Although many adverts were produced by outside studios, several clients were to benefit from the rapid turn round of advertisements brought about by “in house” commercial production. There were examples of advertisements going to air in just a couple of hours and this added to the credibility and immediacy of “Coastline FM” and certainly brought more clients to the service.
Sponsorship/Advertising
Main sponsors were obtained for Weather, Finance, Sport and Travel and we were able to underwrite much of our operational costs with these clients. Our competitive advertising rates attracted a diverse range of local businesses (see advertisers list) and despite launching in the post-Christmas advertising lull the station managed to make a small profit from the RSL .
This situation was helped by various additional contra-deals which greatly reduced the station's set-up and running costs.
Communication with advertisers during the broadcast proved that many were pleasantly surprised by the immediate feedback that comes from radio advertising.
Copyright East Kent Radio Ltd 2004