THE GARAGE SALE TRAIL
CONTENTS
Taking It National
Partnerships
Why It Will Work
Results
Stockland’s Involvement
The Pilot: How It Worked
THE PILOT: BONDI GARAGE SALE TRAIL
In May 2010 we ran a
Garage Sale Trail in
Bondi
The results exceeded
our wildest expect...
ONLINE REGISTRATION
ONLINE REGISTRATION
DISCOVERY TOOLS
Garage Sale Trail participants received a
free
Pack that included
• Trucker hat
• T-shirt
• Limited edition Artist x Garag...
TRAIL MAP IN THE LOCAL PAPER
RESULTS
On average each
participant
generated $750
pocket money
ECONOMIC
Brought
neighbours &
communities
together
COMMUNITY
Helped offset
approx 15
shipping
containers of
waste from landfill
SUSTAINABILIT
Y
People had fun…
GOOD VIBES
WHAT DOES THIS MEAN ?
Within participating LGAs we encourage people nationally
to run a Garage Sale on the same day: April...
APPLYING THE SAME SUCCESSFUL PRINCIPALS
LGAs
• 1  30
MEDIA
• Community Press
• Social Media
• News Ltd
AMBASSADORS
• Rock...
LGAs
Objective: Council’s facilitate the Garage Sale Trail’s
activation on a hyper localized basis.
Councils provide seed ...
LGAs
How these relationships work:
Garage Sale Trail provides assets to help market the
project in each participating LGA ...
STATE GOVERNMENT BODIES
Objective: facilitate introductions to key Councils &
relevant local associations.
State Governmen...
STATE GOVERNMENT BODIES
Objective: facilitate introductions to key Councils &
relevant local associations.
State Governmen...
AMBASSADORS & STEERING COMMITTEE
Objective of these partnerships
• Work with a team of inspirational individuals that
talk...
STEERING COMMITTEE
Steering Committee includes…
Rachel writes, consults, and speaks on the
power of collaboration and sharing, and on how it
can transform the way we live...
Former Executive Director of Get Up (375,697
members Australia-wide)
Leading the charge in a change driven through
social ...
Founder Remo General Store
Licensee TEDX Sydney
Highly respected & connected creative
Extensive entrepreneurial networks
h...
Waverley Council Mayor
Hugely connected within local government circles
Passionate sustainability enthusiast
Community con...
CEO, Keep Australia Beautiful NSW
Highly respected & connected sustainability
professional
Access to extensive volunteer n...
AMBASSADORS INCLUDE
Ambassadors confirmed so far…
Former World Surfing Champion
Hugely respected international surf
icon & legendary Australia
Passionate environmentalist
F...
Captain of the Wallabies
Passionate sustainability enthusiast
Hugely credible celebrity with wide reaching
appeal
ROCKY EL...
TIMING
NOVEMBER DECEMBER JANUARY
Finalise relationship
with Stockland
including agreement on
activation
Continue building
...
TIMING
FEBRUARY MARCH APRIL
Stockland Activation
Stockland Activation Stockland ActivationLaunch to public
WHY THIS WILL BE A BIG SUCCESS
The response has been overwhelmingly
positive…
from councils
from media
tapping into an exi...
COLLABORATIVE CONSUMPTION
$500 billion is the estimated value of the global market for
exchanging secondary goods
Freecycl...
WHY THIS WILL WORK IN NEWER SUBURBS
Quintessentially Australian
Transcends geographics and socio economic status
Moving in...
WHY THIS WILL WORK IN NEWER SUBURBS
Quintessentially Australian
Transcends geographics and socio economic status
Moving in...
ENOUGH ABOUT US LETS TALK ABOUT YOU
STOCKLANDS OBJECTIVES
FOR INVOLVEMENT: NATIONAL
• Find a national partnership / program that builds
awareness of our commi...
STOCKLANDS OBJECTIVES
FOR INVOLVEMENT: PROJECT
• Practical and implementable at the project level - but able
to be trailed...
PRELMINARY IDEAS FOR DELIVERING VALUE
• Stockland communication to all residents about the day
and ways to make it easy fo...
PRELMINARY IDEAS FOR DELIVERING VALUE
• Stockland House, a designated house where
everything is for sale provided by Stock...
Garage Sale Overiew for Stockland Nov-5 Final
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Garage Sale Trail x Stockland Nov-5, 2011

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Garage Sale Overiew for Stockland Nov-5 Final

  1. 1. THE GARAGE SALE TRAIL
  2. 2. CONTENTS Taking It National Partnerships Why It Will Work Results Stockland’s Involvement The Pilot: How It Worked
  3. 3. THE PILOT: BONDI GARAGE SALE TRAIL In May 2010 we ran a Garage Sale Trail in Bondi The results exceeded our wildest expectations
  4. 4. ONLINE REGISTRATION
  5. 5. ONLINE REGISTRATION
  6. 6. DISCOVERY TOOLS
  7. 7. Garage Sale Trail participants received a free Pack that included • Trucker hat • T-shirt • Limited edition Artist x Garage Sale Trail • Poster • Stickers • Garage Sale Here Balloons PARTCIPANT PACKS
  8. 8. TRAIL MAP IN THE LOCAL PAPER
  9. 9. RESULTS
  10. 10. On average each participant generated $750 pocket money ECONOMIC
  11. 11. Brought neighbours & communities together COMMUNITY
  12. 12. Helped offset approx 15 shipping containers of waste from landfill SUSTAINABILIT Y
  13. 13. People had fun… GOOD VIBES
  14. 14. WHAT DOES THIS MEAN ? Within participating LGAs we encourage people nationally to run a Garage Sale on the same day: April 10 2011 Our objective is to • build awareness • recruit participants • create a property that rivals other major events on the sustainability and community calendar
  15. 15. APPLYING THE SAME SUCCESSFUL PRINCIPALS LGAs • 1  30 MEDIA • Community Press • Social Media • News Ltd AMBASSADORS • Rocky Elsom • Mark Occilupo • More to come
  16. 16. LGAs Objective: Council’s facilitate the Garage Sale Trail’s activation on a hyper localized basis. Councils provide seed funding and channels to help market the project locally as well as introductions to key local community groups. How does it work? Garage Sale Trail delivers targeted communications to Mayor’s and Councilors in each target area who then recommend project to relevant internal stakeholders.
  17. 17. LGAs How these relationships work: Garage Sale Trail provides assets to help market the project in each participating LGA – comms collateral, merchandise, digital platform, iphone app, social media tools, content & creative materials Garage Sale Trail communicates each Council’s involvement through media partners and digital platform Council’s communicate their involvement through local & internal channels
  18. 18. STATE GOVERNMENT BODIES Objective: facilitate introductions to key Councils & relevant local associations. State Government partners also provide seed funding and communications channels to help promote the project. Confirmed: Sustainability Victoria Relationship building with: Zero Waste ( SA) DECCW (NSW) Zero Waste (WA)
  19. 19. STATE GOVERNMENT BODIES Objective: facilitate introductions to key Councils & relevant local associations. State Government partners also provide seed funding and communications channels to help promote the project. Confirmed: Sustainability Victoria Relationship building with: Zero Waste ( SA) DECCW (NSW) Zero Waste (WA)
  20. 20. AMBASSADORS & STEERING COMMITTEE Objective of these partnerships • Work with a team of inspirational individuals that talk to different segments of society • To put a face to the concept concept • Give good media to build awareness • Work with a network of individuals who can open doors and help guide decision making
  21. 21. STEERING COMMITTEE Steering Committee includes…
  22. 22. Rachel writes, consults, and speaks on the power of collaboration and sharing, and on how it can transform the way we live. She is currently touring the world speaking at conferences & ideas forums. Her co-written book ‘What’s Mine Is Yours’ is being released during Sept-2010 www.collaborativeconsumption.com RACHEL BOTSMAN
  23. 23. Former Executive Director of Get Up (375,697 members Australia-wide) Leading the charge in a change driven through social media Extensive political & corporate networks Sustainability enthusiast BRETT SOLOMON
  24. 24. Founder Remo General Store Licensee TEDX Sydney Highly respected & connected creative Extensive entrepreneurial networks http://tedxsydney.com/ remogeneralstore.com REMO GIUFFRE
  25. 25. Waverley Council Mayor Hugely connected within local government circles Passionate sustainability enthusiast Community connectivity advocate Original supporter of Bondi Garage Sale Trail SALLY BETTS
  26. 26. CEO, Keep Australia Beautiful NSW Highly respected & connected sustainability professional Access to extensive volunteer networks Established trust based relationships with Councils all over Australia Access to a broad range of KAB communications channels PETER MCLEAN
  27. 27. AMBASSADORS INCLUDE Ambassadors confirmed so far…
  28. 28. Former World Surfing Champion Hugely respected international surf icon & legendary Australia Passionate environmentalist Fuel TV on air host & Waves Magazine columnist MARK OCCHILUPO
  29. 29. Captain of the Wallabies Passionate sustainability enthusiast Hugely credible celebrity with wide reaching appeal ROCKY ELSOM
  30. 30. TIMING NOVEMBER DECEMBER JANUARY Finalise relationship with Stockland including agreement on activation Continue building council relationships Finalise council relationships in relevant Stockland LGAs Coordinate Stockland activities with relevant LGA
  31. 31. TIMING FEBRUARY MARCH APRIL Stockland Activation Stockland Activation Stockland ActivationLaunch to public
  32. 32. WHY THIS WILL BE A BIG SUCCESS The response has been overwhelmingly positive… from councils from media tapping into an existing behaviour It’s a part of a new global cultural movement
  33. 33. COLLABORATIVE CONSUMPTION $500 billion is the estimated value of the global market for exchanging secondary goods Freecycle has over 7-million members across 86 countries. In excess of 9.1-mill items are gifted every year through Freecycle Peer-to-peer lending is predicted to reach $5.8 billion USD by the end of 2010
  34. 34. WHY THIS WILL WORK IN NEWER SUBURBS Quintessentially Australian Transcends geographics and socio economic status Moving involves relocation of belongings Larger properties need a lot of belongings Belongings mean garage sales Its an opportunity to facilitate connectivity and put soul into the suburb
  35. 35. WHY THIS WILL WORK IN NEWER SUBURBS Quintessentially Australian Transcends geographics and socio economic status Moving involves relocation of belongings Larger properties need a lot of belongings Belongings mean garage sales Its an opportunity to facilitate connectivity and put soul into the suburb
  36. 36. ENOUGH ABOUT US LETS TALK ABOUT YOU
  37. 37. STOCKLANDS OBJECTIVES FOR INVOLVEMENT: NATIONAL • Find a national partnership / program that builds awareness of our commitment to sustainability (community and environment) and differentiates us • Builds reputation with key stakeholders, including government and community • Real and tangible results that are credible and can build over time • Ability to reach many and to be activated through our projects in the states in which we operate
  38. 38. STOCKLANDS OBJECTIVES FOR INVOLVEMENT: PROJECT • Practical and implementable at the project level - but able to be trailed before we fully commit • Build stronger relationships with Local Councils around something other than approvals. Improved environment outcomes, lower costs for Council and community creation / connection • Localised and linked to community organisations • Enables us to engage with the surrounding community in an inspiring way - they are our future residents!
  39. 39. PRELMINARY IDEAS FOR DELIVERING VALUE • Stockland communication to all residents about the day and ways to make it easy for them to be involved • Stockland incentives (e.g. best looking / most creative sale, largest amount sold etc.). What might the incentives look like? • Stockland employees bring in their stuff and sell from the sales office • Shuttle bus provided by Stockland to assist those who are unable to walk to sales? e
  40. 40. PRELMINARY IDEAS FOR DELIVERING VALUE • Stockland House, a designated house where everything is for sale provided by Stockland • Organise events to coincide with the day - local performers, kids events, farmers market on the same day etc. • Own and drive local charity / community group involvement and along with funds from the day donate something more - block of land, use of a display house

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