council case studies
The City of Tea Tree Gully took part in Garage Sale Trail for the first time in 2015, with outstanding results, Topping the charts with the highest number of sales in the state. They share their key learnings for making the most of the campaign.
"For us one of the key priorities was to highlight the issue of illegal dumping in the area. It’s a big problem in Tea Tree Gully and the program gave us a way to talk to about the issue with residents and in a way that was appealing to local media too. We also saw the program as a way to build a stronger sense of community in the area and to promote other initiatives we run at council, for example our library and other waste services."
Support from Executive Management is critical
A cross-functional working group was established with representatives from Arts and Culture, Environment Services (i.e. Waste) and Marketing. This program was driven and monitored by the Director, Community and Cultural Development.
Establish how the program supports your strategic objectives
The first step in the process was for the working group to link the program outcomes to Council’s strategic objectives. This provided the ‘why’ behind the program and allowed the working group to explain the importance of the program to key stakeholders. It also assisted in the establishment of the key message for the program.
Example of strategic objectives:
Be clear on what success looks like
Once strategic linkages were established, the working group developed two KPIs for the program. Development of the KPIs was critical to measure our return on investment and understand the impact of the program on our community. We took into consideration the fact that this was our first year we had been involved in the program when setting these KPIs.
Example of KPIs:
Set clear agreed communications objectives and actions
By applying the Plan, Do, Check, Act method the working group developed communications objectives which were underpinned by a series of actions. These were developed over two meetings and then tracked and reported on via email.
Example of communication objectives:
Have a plan
In order to ensure our KPIs were achieved, a comprehensive communications plan was developed and endorsed by the working group. This plan covered:
Also included in the communications plan was a comprehensive list of actions that underpinned the communications objectives. Each action identified the audience, tool, key message / information, timing, responsibility and budget. Clearly articulating these actions allowed us to have an understanding of responsibilities for each member of the group. It also allowed us to track the progress of the agreed set of actions and report on the program.
10 Ways to get the word out through Council
This case study was kindly provided by Kelly Morris, Cultural Coordinator and Elissa Graves, Manager Customer and Communications at City of Tea Tree Gully Council.
Councils from all over Australia have shared the many ways they bring Garage Sale Trail to life in their local areas. Dive in to these case studies to get inspired.
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