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
15. 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
16. APPLYING THE SAME SUCCESSFUL PRINCIPALS
LGAs
• 1 30
MEDIA
• Community Press
• Social Media
• News Ltd
AMBASSADORS
• Rocky Elsom
• Mark Occilupo
• More to come
17. 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.
18. 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
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. 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)
21. 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
23. 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
24. 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
25. Founder Remo General Store
Licensee TEDX Sydney
Highly respected & connected creative
Extensive entrepreneurial networks
http://tedxsydney.com/
remogeneralstore.com
REMO GIUFFRE
26. Waverley Council Mayor
Hugely connected within local government circles
Passionate sustainability enthusiast
Community connectivity advocate
Original supporter of Bondi Garage Sale Trail
SALLY BETTS
27. 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
29. Former World Surfing Champion
Hugely respected international surf
icon & legendary Australia
Passionate environmentalist
Fuel TV on air host & Waves
Magazine columnist
MARK OCCHILUPO
30. Captain of the Wallabies
Passionate sustainability enthusiast
Hugely credible celebrity with wide reaching
appeal
ROCKY ELSOM
31. 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
33. 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
34. 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
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. 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
38. 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
39. 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!
40. 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
41. 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