Bristol's GWR FM

Sector:  Other
No.of Employees:  38
Region: South West

Summary
GWR FM is the most listened-to commercial radio station in Bristol.  Bristol GWR FM is one of 54 local radio stations owned by GCap Media plc. 

Background
Bristol's GWR FM was established in 1982 with a team of 20 people.  It has since merged with Capital Radio plc, in 2005, to form GCap Media plc - the biggest radio group in Europe.  GWR now employs 100 staff, serving 200,000 listeners every week.

Responsible business objectives 

The station is seen as a flagship among the GWR Group for its commitment to the communities it serves.  The station is FTSE4Good listed and is the only radio station to have achieved Good Corporation accreditation.

How they do it

• 'Bristol Kidz'.  GWR FM's own registered charity, which supports education, children and young people through fundraising and projects.

• 'School's Cool' programme.  Road Shows to build self-esteem, pride and excitement around pupils' achievements in schools.  Other initiatives include Workshops, a Media Experience Week and station tours.

• Dedicated Community Team to coordinate the programme.

• Collaboration with Barclays, who bring financial and volunteering support plus community experience, Local Educational Authorities and Education Action Zones.

• Transmission of positive messages about education to listeners.

• Provision of office space and air time to Bristol LEA's 'Read A Million Words' project to promote literacy.

• Staff contribution of 700 hours per annum to 'School's Cool'.

• Over 85% of staff involved in fundraising activities.

• Donation of £3 million per annum, in money and services, to benefit communities.

What impact it has

• Award for 'Innovation and Inclusion in Inner City Education', from Bristol EAZ, 2004.
• Involvement of 40 Schools and 7,000 children through Road Shows, in the 2004-2005 academic year.
• Provision of £160,000 worth of air time to community projects.
• Marked increase in pride, confidence and self-esteem amongst school children, according to the EAZ Report.
• Contribution towards overall improvement in educational results.
• Change in attitudes.  Involvement of presenters, who the children view as 'cool', reinforces teachers' work on literacy.
  

Business Benefits

• Positive media coverage, in the local press.

• Relationships with target audience.  Target listeners are 25 to 44 year olds, many with school-aged children. Education is therefore an excellent way of engaging these listeners.

• Competitive advantage.  84% of listeners held a positive perception of GWR FM as more active in the community than its competitors, thereby retaining listener loyalty.

• Staff motivation and involvement.  Hours committed to the programme have increased by 700% over three years.

• Greater empathy with listeners.  Staff visits to ethnically diverse communities build understanding and ability to communicate with listeners.

• Personal development for staff.  The programme provides opportunities for staff to develop organisation and presentation skills.

• Business partners.  Engagement with Barclays has resulted in sponsorship of a further two GWR stations.

• Integration into the community.  Involvement with LEAs, EAZs and the City Council enhances the station's reputation as a socially responsible company in the community where it operates.

• Advertising revenue.  Commitment to education and community has attracted advertisers to the station.