Post on 19-May-2015
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THE GARAGE SALE TRAIL
CONTENTS
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 expectations
ONLINE REGISTRATION
ONLINE REGISTRATION
DISCOVERY TOOLS
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
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
SUSTAINABILITY
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 10 2011
Our objective is to
• build awareness
• recruit participants
• create a property that rivals other major events on the sustainability and community calendar
APPLYING THE SAME SUCCESSFUL PRINCIPALS
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.
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
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)
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)
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
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.
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
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
Founder Remo General Store
Licensee TEDX Sydney
Highly respected & connected creative
Extensive entrepreneurial networks
http://tedxsydney.com/
remogeneralstore.com
REMO GIUFFRE
Waverley Council Mayor
Hugely connected within local government circles
Passionate sustainability enthusiast
Community connectivity advocate
Original supporter of Bondi Garage Sale Trail
SALLY BETTS
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
AMBASSADORS INCLUDE
Ambassadors confirmed so far…
Former World Surfing Champion
Hugely respected international surf icon & legendary Australia
Passionate environmentalist
Fuel TV on air host & Waves Magazine columnist
MARK OCCHILUPO
Captain of the Wallabies
Passionate sustainability enthusiast
Hugely credible celebrity with wide reaching appeal
ROCKY ELSOM
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
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 existing behaviour
It’s a part of a new global cultural movement
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
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
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
ENOUGH ABOUT US LETS TALK ABOUT YOU
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
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!
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?
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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