The garage sale_trail

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The Garage Sale Trail is a mission to help promote recycling & sustainability, to bring people together / unite communities & to have a little fun!

The debut Garage Sale Trail was held in Bondi Beach, Australia during May, 2011 and was a big success. Peep our case study video at www.garagesaletrail.com.au

The Garage Sale Trail's national rollout is being held April-10, 2011.

We are currently accepting expressions of interest from forward thinking Councils, brands & media who are interest in potentially participating in the Australia-wide debut.

For more info contact;
darryl@garagesaletrail.com.au


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The garage sale_trail

  1. 1. THE GARAGE SALE TRAIL<br />
  2. 2. CONTENTS<br />1. Background<br />2. Insights <br />3. The Idea<br />4. Steering Committee<br />5. Communications<br />6. Partner Opportunities<br />
  3. 3. BACK GROUND<br />
  4. 4. BACK GROUND<br />In May-2010 the first ever Garage Sale Trail was held as part of Sizzle, Bondi Beach Community Festival<br />It was an idea to help promote recycling and sustainability in Bondi, to bring the community together & to have a little fun!<br />There were 126 registered garage sales in Bondi on one day which were visited by an estimated 10,000 shoppers<br />The event garnered widespread media support & become a “pr wildfire” (Agent 25) <br />The Garage Sale Trail successfully united Bondi’s disparate community groups, helped off set waste & created an authentic sense of local pride <br />OUTCOME: $100,000 pocket money raised, 15 shipping containers of waste offset & a real sense of community pride<br />
  5. 5. INSIGHTS<br />
  6. 6. INSIGHTS<br />Garage sales are an integral part of Australian culture<br />Technology is playing an increasingly important role in peoples lives and is facilitating collaboration in ways not previously possible<br />This is driving a renewed sense of community both in the real world and online<br />It is also facilitating ‘collaborative consumption’ - a redefinition of not just what we consume but how we consume<br />The Garage Sale Trail proved that recycling & sustainability can be fun & social<br />There’s an opportunity to take it national & achieve some serious sustainability & community outcomes !<br />
  7. 7. DRIVING FORCES<br />
  8. 8. THE IDEA<br />
  9. 9. THE IDEA: IN BRIEF<br />A Garage Sale Trail that’s held on Sunday April 10, 2011 at locations all over Australia<br />SUSTAINABILITY OUTCOMES = ENVIRONMENTAL + SOCIAL + ECONOMIC<br />
  10. 10. HOW DOES IT WORK<br />=<br />
  11. 11. PROCESS<br />
  12. 12. PROCESS<br />Launch national campaign & microsite<br />STEP 1<br />Build steering committee<br />STEP 2<br />STEP 3<br />Procure council & gov’t support<br />Secure media partners<br />STEP 4<br />Engage brand partners<br />STEP 5<br />Harvest public participation<br />STEP 6<br />Deliver event<br />STEP 7<br />Facilitate not-for-profit partner donations<br />STEP 8<br />
  13. 13. STEERING COMMITTEE<br />
  14. 14. ITS ROLE<br />The role of the steering committee is to help bring the project to life by assisting to guide decision making & where possible opening doors <br />
  15. 15. RACHAEL BOTSMAN<br />Rachel writes, consults, and speaks on the power of collaboration and sharing, and on how it can transform the way we live.<br />She is currently touring the world speaking at conferences & ideas forums.<br />Her co-written book ‘What’s Mine Is Yours’ is being released during Sept-2010<br />www.collaborativeconsumption.com<br />
  16. 16. BRETT SOLOMON<br />Executive Director of Get Up (375,697 members Australia-wide)<br />Leading the charge in a new kind of political activism<br />Extensive political & corporate networks<br />Vocal advocate of the importance of community<br />Sustainability enthusiast<br />www.getup.org<br />
  17. 17. REMO GIUFFRE <br />Founder Remo General Store<br />Licensee TEDX Sydney <br />Highly respected & connected creative <br />Extensive entrepreneurial networks<br />http://tedxsydney.com/<br />remogeneralstore.com<br />
  18. 18. SALLY BETTS<br />Waverley Council Mayor<br />Hugely connected within local government circles<br />Passionate sustainability enthusiast<br />Community connectivity advocate<br />Original supporter of Bondi Garage Sale Trail<br />
  19. 19. PETER MCLEAN<br />CEO, Keep Australia Beautiful NSW<br />Highly respected & connected sustainability professional<br />Access to extensive volunteer networks <br />Established trust based relationships with Councils all over Australia<br />Access to a broad range of KAB communications channels<br />
  20. 20. MARK ‘OCCY’ OCCHILUPO<br />Former Australian World Surfing Champion<br />Hugely respected international surf icon & legendary Australia<br />Passionate environmentalist<br />Fuel TV on air host<br />Waves Magazine columist<br />
  21. 21. ROCKY ELSOM<br />Captain of the Wallabies<br />Passionate sustainability enthusiast<br />Well known accessible Australian who talks to a broad audience<br />Garage Sale Trail advocate<br />
  22. 22. COMMUNICATIONS<br />
  23. 23. Print<br />Print<br />Personal<br />COMMUNICATIONS<br />Radio<br />Radio<br />Social<br />Tv<br />Residence<br />Online<br />Online<br />Family<br />Social<br />Social<br />Friends<br />Social<br />Online<br />Business<br />Retail<br />Newsletters<br />EDM<br />Staff<br />Creative<br />Staff<br />Social<br />TV<br />
  24. 24. PARTNER OPPORTUNITIES<br />
  25. 25. OUR PARTNERSHIP OBJECTIVES<br />To recap, the Garage Sale Trail is a mission to achieve three key outcomes;<br /><ul><li> To promote recycling and sustainability,
  26. 26. To bring people together and instill a sense of local community pride, and
  27. 27. To have a little fun ! </li></ul>Our strategic approach to achieving to these outcomes is centered around the creation of mutually beneficial partnerships & collaborative relationships. That is, with like-minded businesses and brands that share common goals & objectives.<br />We take partnerships seriously and are excited by the prospect of working with the right brands & to sharing in the success of its national rollout<br />
  28. 28. A HOLISTIC APPROACH<br />We believe strongly in the idea that the sum of the whole is great than the sum of the parts and as such seek to create partnerships that are holistic & integrated across all relevant aspects of the project. <br />From an activations perspective we seek to structure partnerships so that the entitlements can be effectively leveraged in a pre-event, during and post event capacity.<br />And we work closely with our partners to ensure your business & brand objectives are met & that expectations are management throughout the course of the project<br />So what could we do together ? <br />
  29. 29. (TVC, webisodes, tv documentary, <br />photography & post event zine)<br />(access to database<br />for comm’s & promo’s)<br />PARTNERSHIP COMPONENTS<br />(inclusion of Sustainability Victoria <br />collateral & messaging, other?)<br />(advertising, editorial<br />consumer promotions,)<br />(access & advocacy)<br />(tee’s, hats, bags,<br />sun glasses)<br />(media releases & <br />publicity)<br />(recycling stations, flags,<br />feathers, judging, other?)<br />(web platform, iPhone<br />app, viral debris)<br />(custom ideas for<br />activating partnership)<br />(signage, posters, flyers, localized <br />trail map stickers, ambient activity, etc)<br />(Facebook, Twitter,<br />Freecycle, etc)<br />
  30. 30. CHANNEL ACCESS<br />MEDIA <br />PARTNERS<br />BRAND<br />PARTNERS<br />SOCIAL<br />CHANNELS<br />WEB PLATFORM<br />CONTENT<br />OUTPUT<br />STEERING <br />COMMITTEE<br />GARAGE SALE TRAIL<br />EXTERNAL<br />INTERNAL<br />COMM’S,<br />CREATIVE<br />& PR <br />COMMUNITY<br />CHANNELS<br />PARTICIPANT<br />DATABASE<br />ON GROUND<br />ACTIVATION <br />PARTICIPANT <br />CHANNELS<br />CHARITY<br />CHANNELS<br />SUSTAINABILITY COMMUNITY FUN<br />
  31. 31. CAMPAIGN PERIOD<br />PRE EVENT<br />DURING<br />POST EVENT<br /><ul><li> Social media assault
  32. 32. Web platform
  33. 33. On air promo’s / tvc’s
  34. 34. Consumer promotions
  35. 35. Advertising (traditional & oniine)
  36. 36. Media partnership activation
  37. 37. Brand partner channels
  38. 38. Not-for-profit channel comm’s
  39. 39. Council channel comm’s
  40. 40. Webisodes
  41. 41. Retail promotions
  42. 42. Database development
  43. 43. Pr / publicity
  44. 44. Steering committee activity
  45. 45. Community channels comm’s
  46. 46. Participant packs distribution
  47. 47. iPhone app
  48. 48. Bespoke idea development
  49. 49. The event
  50. 50. Participation
  51. 51. Content production
  52. 52. Web platform
  53. 53. Judging
  54. 54. Social media
  55. 55. Media partner activity
  56. 56. Council channel activation
  57. 57. User generated content
  58. 58. Steering committee
  59. 59. Merch
  60. 60. On ground activation
  61. 61. Pr / publicity
  62. 62. iPhone app
  63. 63. Bespoke idea implementation
  64. 64. Ambient activity
  65. 65. Community channel
  66. 66. Documentary / </li></ul> content distribution<br /><ul><li> Database comm’s
  67. 67. Participant charity </li></ul> donations <br /><ul><li> User generated </li></ul> content<br /><ul><li> Prizing & awards
  68. 68. Pr
  69. 69. Media partnerships
  70. 70. Social media
  71. 71. Steering committee
  72. 72. Zine
  73. 73. Swap trading
  74. 74. Waste removal
  75. 75. Post analysis </li></li></ul><li>INTERESTED ?<br />
  76. 76. APPENDIX: COMM’S COLLATERAL FROM THE BONDI GARAGE SALE TRAIL<br />
  77. 77. POSTERS & FLYERS<br />
  78. 78. STICKER CAMPAIGN<br />
  79. 79. ONLINE REGISTRATION<br />
  80. 80. GOOGLE MAPS INTEGRATION<br />
  81. 81. DISCOVERY TOOLS<br />
  82. 82. PARTICIPANT PACKS<br />Garage Sale Trail participants received a free pack encompassing;<br /><ul><li> Trucker hat
  83. 83. T-shirt
  84. 84. Limited edition Artist x Garage Sale Trail poster
  85. 85. Stickers
  86. 86. Garage Sale Here Balloons </li></li></ul><li>THE TRAIL MAP<br />
  87. 87. NEIGHBOURLY HOSPITALITY<br />
  88. 88. FUN TIMES!<br />
  89. 89. THANKS<br />

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