”Our Newton Rigg College case study represents an excellent example of why colleges, businesses and organisations should work with us to reduce their clearance costs, generate significant funds and sustainably re-use their second-hand equipment. Over 850 items re-used, mainly in the local community, whilst generating £300,000 and massively reducing landfill waste is a story that needs shouting about.”
Paul Esson, NCM Auctions
Askham Bryan College announced plans to close the Newton Rigg site at Penrith in 2020. We were engaged to undertake a total site clearance of the college campus, a large site with multiple departments. Assets included farming and agricultural equipment, engineering machinery, commercial vehicles, ground care tools and general college equipment.
> Achieve the highest financial return for the sale of surplus equipment
> Provide auction and clearance services with a single point of contact
> Sell the equipment whilst supporting a range of local SME's and charities
> Evidence the social, environmental and economic benefits of reusing the equipment
> Ensure the entire site was cleared by September 2021
Newton Rigg College was a huge site with many different departments and courses being ran, including boarding accommodation. There were over 1,000 individual lots so the planning process started months in advance and consisted of two weeks of lotting, two days of viewings and 3 weeks of the auction catalogue being marketed and advertised across a range of platforms.
Two auctions were ran and collections was managed by our NCM operations team as hundreds of buyers collected their items over a 3 week period before a final 'mop-up' auction was completed to capture some smaller and valuable items on reduced reserves.
Our marketing campaign ran across a number of platforms including Google Ads, Facebook, Instagram, Twitter, Linkedin, Youtube, Email campaigns and Auction Industry advertising platforms. Our marketing approach led to a huge return on investment for us and our client:
Impressions = 195,000
Ad Reach = 66,000
Email Reach = 80,000
Auction Advertising Reach = 500,000+
The Newton Rigg College auction was simulcast across multiple platforms providing global reach for bidders. The auction lots achieved over 8,000 bids and over 280,000 auction views, with 84% of all lots sold, raising over £300,000 at hammer value.
Alongside the financial benefits, it’s important to demonstrate the proven environmental gains and advantages to the local community and economy by reusing surplus assets. The result is a tangible set of outcomes that can be used to help validate corporate, social and environmental responsibilities.
The auction has allowed surplus assets to be re-purposed – growing companies, launching new business ventures, helping communities and charities across the UK and beyond. The type of assets and equipment included in the Newton Rigg College auction are especially important to third sector non-profits.
It's important for us to document some ‘good news’ buyer stories from our auctions and whereas we normally collect these in written format, on this occasion we had a camera-man handy!