WRAL (Mix 101.5)/Raleigh PD Michele Williams: "DJ U is a reminder of how much impact a radio station can have and how much excitement we can generate for our listeners."

WRAL (Mix 101.5)/Raleigh, NC is proud to be a live, locally owned station. Can you describe the impact you’ve seen from DJ U, where your evening talent, Doug Miller, puts a local kid on the air, each Thursday from 7-7:30p?

Michele:We have gotten great response from DJ U. We've had over 300 entries since we started the feature and it's been heartwarming for everyone. The kids are so enthusiastic, and the parents are proud and thrilled to see and hear their child be a "DJ" on the radio. They then have their friends, the child's friends, teachers, and grandparents … their entire community tune to hear it. Each week DJ U is a reminder of how much impact a radio station can have and how much excitement we can generate for our listeners.

Not only are you letting these kids "get bitten by the radio bug," but as a station that serves W35-44, I suspect their moms really appreciate it as well.

Michele: They do. To make the experience extra special for the kids at the end of the "lesson," each student gets a certificate of completion and their own pair of MIX-branded headphones. The moms and kids love it. Here’s an example of an e-mail Doug received afterwards from a mom.

Hi Doug,

I just wanted to thank you and your crew for the amazing experience you gave Becca on Thursday night! It was very magical to watch as a parent! Although she was much more nervous than I ever expected her to be, she came out to the car afterwards saying how much fun she had and how she might want to become a DJ one day now! Mission accomplished … seed planted! Thank you, too, for the many gifts you gave her with the Taylor Swift goodie bag. She has been telling all her friends of the amazing time and of how nice and friendly your staff was.

If ever there would be another chance for her to come back again, or have another radio experience, please let me know. She says how much she wishes for this as she now knows how things roll! Thanks SO very much for providing her this opportunity!!

Mix 101.5 also does something that’s fairly rare among commercial music stations in PPM markets. You actively promote station tours on your website. What types of groups typically sign up and what’s the response been?

Michele: We have all types of groups showing interest in tours. Sometimes it’s a listener who is a big fan of the radio station, a group of home-schooled children who are doing a "field trip" or other community groups.

Everybody knows that we’re in the entertainment business, but sometimes that gets taken for granted. What’s the feedback been from your staff?

Michele: The staff loves it. They all understand that they are in the entertainment business and that means being about people. These types of features allow them to shine in their element. They are all great communicators (as you would expect since they love radio) and things like DJ U allow them to connect with our listeners on a very real level. This is something we strive for here at MIX -- making real connections with our listeners every day. This is one thing a live, local radio station has that other medium (digital platforms) don’t (at least not yet.) We have real people on the radio who live in the market and live lives just like our listeners do. We try to seize on every opportunity to not just entertain, but connect and build loyalty with our listeners.

What’s your best advice to a station that would like to do something similar?

Michele: A feature like this one isn’t designed to be a ratings success. You need to understand that going in. Putting kids on the air and having it sound authentic means letting them be them and be comfortable with breaks longer and less focused than a normal shift. The win comes in how it generates excitement for radio in the kids, forges a bond between the station and the families, and makes the station human and real to the community.

How do these and other similar initiatives support your brand?

Michele: Mix 101.5 is a live and local radio station. We prioritize making a positive impact on our community. Community is a big part of our brand. Its features like these and our community service projects that reinforce that brand.

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