The initial phase of this project was to choose a name and develop the brand. Fundamental to the success in engaging and retaining girls in sport and recreation is a participant led approach. As such, we adopted this from the beginning to develop the brand.
We engaged a group of 40 girls across Auckland aged 13-18 years old. They were from a variety of ethnic, demographic and geographic backgrounds. Those recruited also did not participate in any sport at the time, matching our intended target audience.
Initially smaller, geographic focus groups were engaged before a regional workshop was run to develop the HERA – Everyday Goddess brand.
Read more about using a participant led approach to developing the brand below.