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Timberland case study

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  • 1. B Y : C O D Y D U M M E R , M I C H E L L E M A Y A L L A N D V I C T O R I A K E N Y O N Timberland Case Study
  • 2. History   1933: Abington Shoe Company became incorporated   1953: Nathan Swartz buys half-interest in Abington   1955: Swartz bought the remaining interest, and welcomes his sons into the company   1968: Nathan Swartz retires and hands the company over to his sons   1978: Abington Shoe Company is renamed The Timberland Company   1987: Timberland goes public   1995: Timberland closes two U.S. Manufacturing plants, records its first loss and shifts much of its production to outsources
  • 3. Core Point   Timberland needed to communicate the importance of community service involvement transparently to each key public.
  • 4. Background   Timberland had experienced its first major financial loss.   Timberland closes two U.S. manufacturing plants and lay-offs 540 people on June 28th, 1995.   Boone, North Carolina and Mountain City, Tennessee   Provided City Year with a $5 million pledge.
  • 5. Employees
  • 6. City Year
  • 7. Shareholders
  • 8. Mistakes in Timberland’s Communication   Decision to implement community involvement was emotionally charged.   Poor communication of the importance of community service to the future of Timberland.   Not enough information provided to key publics.
  • 9. Strategies/Tactics   Media Relations Campaign   Television/Radio Ads, Video News Releases involving employee community service and Traditional Press Releases   Internal Communications Campaign   Posters, flyers, monthly newsletters, Brochures, emails and personal letters, employee discussion groups and a 24-hour hotline.
  • 10. Recommendations   Quickly implement the strategies and tactics previously described.   Thoroughly explaining the importance of community involvement to key publics and why.
  • 11. Remember…   Timberland needed to communicate the importance of community service involvement transparently to each key public.   http://www.youtube.com/watch? v=trBukCR2WrI&p=D3B66EB0F346DCE2&playnex t=1&index=9