The garage sale_trail

THE GARAGE SALE TRAIL

CONTENTS

2. Insights

3. The Idea

4. Steering Committee

1. Background

5. Communications

6. Partner Opportunities

BACK GROUND

BACK GROUND

In May-2010 the first ever Garage Sale Trail was held as part of Sizzle, Bondi Beach Community Festival

It was an idea to help promote recycling and sustainability in Bondi, to bring the community together & to have a little fun!

There were 126 registered garage sales in Bondi on one day which were visited by an estimated 10,000 shoppers

The event garnered widespread media support & become a “pr wildfire” (Agent 25)

The Garage Sale Trail successfully united Bondi’s disparate community groups, helped off set waste & created an authentic sense of local pride

OUTCOME: $100,000 pocket money raised, 15 shipping containers of waste offset & a real sense of community pride

INSIGHTS

INSIGHTSGarage sales are an integral part of Australian culture

Technology is playing an increasingly important role in peoples lives and is facilitating collaboration in ways not previously possible

This is driving a renewed sense of community both in the real world and online

It is also facilitating ‘collaborative consumption’ - a redefinition of not just what we consume but how we consume

The Garage Sale Trail proved that recycling & sustainability can be fun & social

There’s an opportunity to take it national & achieve some serious sustainability & community outcomes !

DRIVING FORCES

THE IDEA

THE IDEA: IN BRIEFA Garage Sale Trail that’s held on Sunday April 10, 2011 at locations all over Australia

SUSTAINABILITY OUTCOMES = ENVIRONMENTAL + SOCIAL + ECONOMIC

HOW DOES IT WORK

=

PROCESS

PROCESS

Secure media partners

Build steering committee

Launch national campaign & micrositeSTEP 1

STEP 2

STEP 3

Deliver event

Harvest public participation

Engage brand partners

STEP 4

STEP 5

STEP 6

Procure council & gov’t support

Facilitate not-for-profit partner donations

STEP 7

STEP 8

STEERING COMMITTEE

ITS ROLE

The role of the steering committee is to help bring the project to life by assisting to guide decision making & where possible opening

doors

RACHAEL BOTSMANRachel 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

BRETT SOLOMON

Executive Director of Get Up (375,697 members Australia-wide)

Leading the charge in a new kind of political activism

Extensive political & corporate networks

Vocal advocate of the importance of community

Sustainability enthusiast

www.getup.org

REMO GIUFFRE Founder Remo General Store

Licensee TEDX Sydney

Highly respected & connected creative

Extensive entrepreneurial networks

http://tedxsydney.com/

remogeneralstore.com

SALLY BETTSWaverley Council Mayor

Hugely connected within local government circles

Passionate sustainability enthusiast

Community connectivity advocate

Original supporter of Bondi Garage Sale Trail

PETER MCLEANCEO, 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

MARK ‘OCCY’ OCCHILUPOFormer Australian World Surfing Champion

Hugely respected international surf icon & legendary Australia

Passionate environmentalist

Fuel TV on air host

Waves Magazine columist

ROCKY ELSOM

Captain of the Wallabies

Passionate sustainability enthusiast

Well known accessible Australian who talks to a broad audience

Garage Sale Trail advocate

COMMUNICATIONS

COMMUNICATIONS

PrintRadio

Tv

Online

Social

Online

Retail

EDM

StaffSocial

Social

Business

Newsletters

StaffCreative

Residence

Social

Personal

Family

Friends

PrintRadioOnlineSocial

TV

PARTNER OPPORTUNITIES

OUR PARTNERSHIP OBJECTIVESTo recap, the Garage Sale Trail is a mission to achieve three key outcomes;• To promote recycling and sustainability,• To bring people together and instill a sense of local community pride, and• To have a little fun !

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.

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

A HOLISTIC APPROACHWe 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.

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.

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

So what could we do together ?

PARTNERSHIP COMPONENTS

(TVC, webisodes, tv documentary, photography & post event zine)

(inclusion of Sustainability Victoria collateral & messaging, other?)

(access & advocacy)

(media releases & publicity)

(web platform, iPhone app, viral debris)

(signage, posters, flyers, localized trail map stickers, ambient activity, etc)(Facebook, Twitter,

Freecycle, etc)

(custom ideas foractivating partnership)

(recycling stations, flags,feathers, judging, other?)

(tee’s, hats, bags,sun glasses)

(advertising, editorialconsumer promotions,)

(access to databasefor comm’s & promo’s)

CHANNEL ACCESS

GARAGE SALE TRAIL

SUSTAINABILITY COMMUNITY FUN

INTERNAL

SOCIALCHANNELS

WEB PLATFORM

PARTICIPANTDATABASE

ON GROUNDACTIVATION

CONTENTOUTPUT

COMM’S,CREATIVE& PR

EXTERNAL

MEDIA PARTNERS

BRANDPARTNERS

PARTICIPANT CHANNELS

CHARITYCHANNELS

STEERING COMMITTEE

COMMUNITYCHANNELS

CAMPAIGN PERIOD

PRE EVENT DURING POST EVENT

• Social media assault• Web platform • On air promo’s / tvc’s• Consumer promotions• Advertising (traditional & oniine)• Media partnership activation• Brand partner channels• Not-for-profit channel comm’s• Council channel comm’s• Webisodes • Retail promotions• Database development • Pr / publicity • Steering committee activity• Community channels comm’s• Participant packs distribution• iPhone app• Bespoke idea development

• The event• Participation• Content production• Web platform • Judging• Social media• Media partner activity• Council channel activation • User generated content• Steering committee• Merch• On ground activation• Pr / publicity• iPhone app• Bespoke idea implementation• Ambient activity• Community channel

• Documentary / content distribution• Database comm’s • Participant charity donations • User generated content• Prizing & awards • Pr• Media partnerships • Social media• Steering committee • Zine • Swap trading• Waste removal• Post analysis

INTERESTED ?

APPENDIX: COMM’S COLLATERAL FROM THE BONDI GARAGE SALE TRAIL

POSTERS & FLYERS

STICKER CAMPAIGN

ONLINE REGISTRATION

GOOGLE MAPS INTEGRATION

DISCOVERY TOOLS

Garage Sale Trail participants received a free pack encompassing;• Trucker hat• T-shirt• Limited edition Artist x Garage Sale Trail poster• Stickers• Garage Sale Here Balloons

PARTICIPANT PACKS

THE TRAIL MAP

NEIGHBOURLY HOSPITALITY

FUN TIMES!

THANKS