First workshop participants and then Waikato residents at large were invited to comment on the brand values and first draft of the story. Overall, workshop participants confirmed the values and draft story were a true reflection of the workshop discussions and they were pleased with the outcomes. Others said they would use the story to support their own business interests or were interested in finding out more about how the story would be used.

Further to this qualitative feedback, the project surveyed 1,648 New Zealanders aged 18+ who are members of the HorizonPoll national online research panel.  The survey examined New Zealanders’ attitudes to the Waikato region and to the Waikato Story and has a maximum margin of error of 2.5%.

This research tested the draft story for authenticity and effectiveness. Here is a summary of the research results reported in August 2015.

Where estimated numbers of New Zealanders are shown in this report, they are based on the New Zealand population 18 years of age or over derived from the 2013 New Zealand Census of Population and Dwellings.  

Overall the surveys finds the Waikato Story resonates well, fits with most people’s impressions of the region and engenders strong agreement with and the potential to encourage

·       98,700 adults to move to the region

·       95,800 to invest there

·       52,300 to move their businesses there

·       261,300 to visit, and

·       87,100 to study there.

Associations with the Waikato region

Unprompted and prompted, respondents overall most associated the Waikato region with dairying, farming and the Waikato River. 

Unprompted, Hamilton, rugby and the Chiefs rugby team were strong associations from the total sample.  Waikato region residents were less likely to have Hamilton or Rugby as top of mind when thinking about the Waikato.

Lake Taupo, Waitomo, beaches, the Coromandel, Maori/Tainui and Kingitanga were also significant in top of mind awareness – but so was fog.

Prompted, the Waikato River became the number one association, with a higher association with the region than dairying.

While Waikato residents tend to associate most of the themes more strongly with the region than respondents overall, they associate the following themes particularly strongly with the region.  These are likely to be themes which, if used in messaging, make Waikato residents identify with the message.  For non-Waikato residents they are likely to be themes which would need a “reason why” or example to have them identify fully with the message.

·       “Natural beauty”

·       “Recreational opportunities”

·       “Reasonable cost of living”

·       “Family”

·       “Good place to bring up children”

·       “Tertiary education”

·       “Overall lifestyle”

·       “A place with a future”

·       “A place I want to be”

The general themes “Waikato River”, “Dairying”, Lakes”, “Maori culture” “Outdoor activities” “Horse breeding”, “Tourism”, “Recreational fishing in lakes or rivers” and “Forestry” are likely to be universal themes associated with the region by all New Zealanders.

Images or symbols associated with the Waikato region

Respondents were asked what images or symbols came to mind when they thought about the Waikato region. 

8.5% of respondents overall could not bring to mind any images or symbols of the Waikato.

As with the associations, farming and dairying were the images that came to mind most frequently, followed by the “Waikato River” “the River”, “river” or “rivers”. 

Four colours were mentioned:

·       Green (for the countryside);

·       Yellow;

·       Red; and

·       Black.

Rugby and the Chiefs were mentioned, as was Mooloo.  However, cowbells were mentioned at a higher level than any of these.

Lake Taupo, Maori, beaches/surf, Waitomo caves and Hamilton were also included in the list of images or symbols most commonly mentioned.

Differences from other New Zealand regions

Asked to identify ways in which the Waikato was different from other regions of New Zealand, respondents nominated a very broad range of differences, with most occurring at a low level. 

The Waikato region’s size was the main difference nominated, followed by faming/dairying and the generally rural nature of much of the region.

Respondents commented on the diversity and variety of landscape, tourism attractions and the river.

Kingitanga was clearly a point of difference for Maori respondents.

What the Waikato region should be known for in the future

Using an open response[1] question, respondents currently living in the Waikato region said they wanted the Waikato region to be known for being:

·       “Clean” – primarily clean water/clean rivers and clean dairying.  This was frequently associated with “green”.

·       “Green” – the scenery but also faming and the environment.

·       “Friendly” – primarily friendly people.

·       “Farming” – looking to farming excellence and sustainable farming.

·       “People” – the Waikato to be known for its people.

·       “Industry” – an increase in industry in the region.

·       “Tourism”.

·       “Sport” – events, facilities, outdoor activities.

·       “Innovative”.

Leaving and returning to the Waikato region

Leaving: Respondents who had previously lived in the Waikato region but were not currently doing so were asked what had caused them to move and what would attract them back.

The primary reason given for leaving was for work or employment, particularly in South Waikato, where this was significantly above average.

To be nearer to family and friends was the second most important reason in all areas except Thames-Coromandel District, where career change was the second most important.  Note that those who had moved to be nearer to family and friends were less likely than average to also give work/employment as a reason for moving

Career change was the third most important factor overall.

Respondents moving away for lifestyle reasons were also more likely than average to nominate climate; better cost of living; more affordable housing; lower rents; slower pace of life; wanting a change, to live in a large city or a coastal town or city; and to have more things to do.  They nominated moving for work/employment at an average level.

Returning: Work/employment or career change were major attractions for respondents to move back to the Waikato.  Lifestyle, affordable housing, lower rents, better cost of living and slower place of life were all more significant reasons for returning to the Waikato than for leaving it.

18% of those who moved from the Waikato region said they would be attracted back by retirement.

Visiting the Waikato region

Only 8% of respondents overall - equivalent to around 248,100 New Zealanders 18 years of age or over - had not visited any part of the Waikato region.

Hamilton City and Thames-Coromandel District were the most visited.  Aucklanders were the most likely to have visited areas in the Waikato region.  A significant proportion of respondents said they had not visited Hauraki District, Matamata-Piako District, Otorohanga District, South Waikato District, Waipa District and Waitomo District.

South Waikato District was most likely to be visited by people who were “just passing through”.

Thames-Coromandel District was the most likely to be visited by holiday makers, followed by Taupo District.

The Waikato Story

Credibility: All respondents were asked to read the draft Waikato Story.  They were given a list of statements designed to determine how well the story communicated its main themes and asked how strongly they agreed with the statements.

A majority believed that the Waikato Story

·       Described the Waikato very well and was

·       Genuine.

On average, a third of respondents were neutral on all statements, as were an average of 28% of Waikato region residents.

Impact: Just over 3% of non-resident respondents, equivalent to around, 98,700 New Zealanders 18+, strongly agreed that the Waikato Story made them want to move to the region.

Similarly, just over 3% of non-resident respondents, equivalent to around 95,800 New Zealanders 18+, strongly agreed that the Waikato Story made them confident to invest in the region.

2%, equivalent to 52,300 New Zealanders 18+, strongly agreed that the Waikato Story made them want to move their business there.

9%, equivalent to 261,300 New Zealanders 18+, strongly agreed that the Waikato Story made them want to visit the region.

3%, equivalent to 87,100 New Zealanders 18+, strongly agreed that the Waikato Story made them want to study in the region.

The Waikato Story clearly resonated with Waikato region residents.  Only 3% of them felt it did not describe the Waikato well, and 78% agreed that it sounded like a place they wanted to be.

Components of the Waikato Story

Each of the paragraphs from the Waikato story were tested individually for their fit with respondents’ impressions of the Waikato region. 

In general, the paragraphs fitted respondents’ impressions well.  Current Waikato residents and those who had previously lived in the Waikato were more likely than all respondents overall to feel that the paragraphs fitted their impression of the region.  This suggests that a “reason why” or examples will be important in communications to the wider New Zealand public.

The strongest paragraphs in terms of fit to respondents’ impressions of the Waikato region were:

·       “This landscape is lush, open, fertile and ripe for discovery.”  This paragraph is clearly the strongest fit to respondents’ impressions of the Waikato region.

·       “A place where friends are welcomed with open hearts, and life can be enjoyed to the full.”

·       “We grow and nurture world-changers; from local innovators and inspiring thinkers, to never-say-die sporting heroes and determined champions.”

The weakest paragraphs in terms of fit to respondents’ impressions of the Waikato region were:

·       “A place where innovation is celebrated and shared.”

·       “All of whom embrace our guiding philosophy of mahia te mahi - to get the job done.”

Studying, investing, working in and visiting the Waikato region

All respondents were asked whether at some time in the future they would consider:

·       Undertaking tertiary study in the Waikato region

·       Business investment in the Waikato region

·       Visiting the Waikato region

·       Working in the Waikato region

24% of respondents, equivalent to around 693,900 New Zealanders 18+, said they would consider working in the Waikato region at some time in the future.

9% of respondents living outside the Waikato region, equivalent to around 255,500 New Zealanders 18+, said they would consider undertaking tertiary study in the Waikato region.  Those who said they would consider this were asked what general areas of study they might look at.  As shown in the following chart, the top five general areas were Education, Health, Information Technology/Computer Science, Hospitality and Tourism.

Just over 9% of respondents, equivalent to around 264,200 New Zealanders 18+, said they would consider business investment in the Waikato region in the future.  The greatest likelihood is that business investment would take the form of starting new businesses.  Moving existing businesses to the Waikato region appears unlikely, as only 2% of this respondent subgroup chose that option.

[1] Open response questions do not contain a list of possible responses or prompts.  Respondents give their answer in their own words.  The answer may be as long or as short as they wish and as detailed as they wish.

THE DRAFT WAIKATO STORY

The mighty Waikato region is the beating heart of New Zealand.

A place of can-do determination and powerful possibilities – forged by a proud history and shared excitement about the future.

We grow and nurture world-changers; from local innovators and inspiring thinkers, to never-say-die sporting heroes and determined champions. All of whom embrace our guiding philosophy of mahia te mahi – to get the job done. 

We thrive on challenge. We’re not afraid of hard work. And the opportunities here are wide and unparalleled.

Waikato is our turangawaewae; the place where we stand. Our place embraces diversity – a smart, fast-growing city, sophisticated rural towns and the people that connect them.
This landscape is lush, open, fertile and ripe for discovery. A place where innovation is celebrated and shared.

A place where friends are welcomed with open hearts, and life can be enjoyed to the full.

This is our place. 
This is your place.
Welcome to the Waikato.

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