Garage Sale Trail

Brief

In 2013, 2014 and 2016 Port Macquarie-Hastings Council joined over 110 local councils across the country to take part in the Garage Sale Trail initiative which helps Australians reduce waste and reuse unwanted items in a fun and creative way.

Newman Communications was engaged by PMHC to manage the local roll-out of the Garage Sale Trail program. Our aims were to build interest in the event from sellers and shoppers alike, while encouraging the community to resell, reuse and recycle to reduce landfill waste.

Solution

Working collaboratively with the national event organisers, Newman Communications developed and delivered a comprehensive and integrated communications campaign.

The program involved promotion through schools, business networks and community groups, as well as media launch events, interviews and photo shoots.

We developed a colouring in competition and set up colourful displays at local libraries and community markets.

The messages of the campaign were also communicated via social media channels, Council’s website, direct mail to key targets and an advertising campaign including a lift out map of local sales.

Results

The statistics show PMHC’s participation in the Garage Sale Trail was a great success.

We grew the event from just a handful of sales to 243 registered sales and stalls in 2016, with more than 70,000 items listed for reuse over the three events.

PMHC smashed the targets set by national organisers, and was one of the top ranking Councils for all three events in terms of measured community involvement.

With more than 40 positive local media stories and a broad range of communications activities, the campaign successfully positioned Council as a leader in environmental education, supporting landfill diversion and a facilitator of community connections.