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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