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