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Garage sale overiew_for_network_10

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Transcript

  • 1. THE GARAGE SALE TRAIL
  • 2. CONTENTS Taking It National Partnerships Why It Will Work Results Stockland’s Involvement The Pilot: How It Worked
  • 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. ONLINE REGISTRATION
  • 5. ONLINE REGISTRATION
  • 6. DISCOVERY TOOLS
  • 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. TRAIL MAP IN THE LOCAL PAPER
  • 9. RESULTS
  • 10. On average each participant generated $750 pocket money ECONOMIC
  • 11. Brought neighbours & communities together COMMUNITY
  • 12. Helped offset approx 15 shipping containers of waste from landfill SUSTAINABILIT Y
  • 13. People had fun… GOOD VIBES
  • 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. APPLYING THE SAME SUCCESSFUL PRINCIPALS LGAs • 1  30 MEDIA • Community Press • Social Media • News Ltd AMBASSADORS • Rocky Elsom • Mark Occilupo • More to come
  • 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. 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. 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. 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
  • 20. STEERING COMMITTEE Steering Committee includes…
  • 21. 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
  • 22. 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
  • 23. Founder Remo General Store Licensee TEDX Sydney Highly respected & connected creative Extensive entrepreneurial networks http://tedxsydney.com/ remogeneralstore.com REMO GIUFFRE
  • 24. Waverley Council Mayor Hugely connected within local government circles Passionate sustainability enthusiast Community connectivity advocate Original supporter of Bondi Garage Sale Trail SALLY BETTS
  • 25. 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
  • 26. AMBASSADORS INCLUDE Ambassadors confirmed so far…
  • 27. Former World Surfing Champion Hugely respected international surf icon & legendary Australia Passionate environmentalist Fuel TV on air host & Waves Magazine columnist MARK OCCHILUPO
  • 28. Captain of the Wallabies Passionate sustainability enthusiast Hugely credible celebrity with wide reaching appeal ROCKY ELSOM
  • 29. TIMING NOVEMBER DECEMBER JANUARY Secure expressions of interest from tv media partners Continue building Council relationships Finalize relationship with tv media partner Create content assets
  • 30. TIMING FEBRUARY MARCH APRIL Ongoing comm’s activity EventLaunch to public
  • 31. 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
  • 32. 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
  • 33. 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
  • 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. ENOUGH ABOUT US LETS TALK ABOUT YOU
  • 36. NETWORK 10’S OBJECTIVES • Help us understand your objectives? ie. community / social impact, sustainability ? • Internal vs external objectives? • Thoughts ?
  • 37. THANKS