Timberland Case Study

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Timberland Case Study

  1. 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. 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. 3. Core Point  Timberland needed to communicate the importance of community service involvement transparently to each key public.
  4. 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. 5. Employees
  6. 6. City Year
  7. 7. Shareholders
  8. 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. 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. 10. Recommendations  Quickly implement the strategies and tactics previously described.  Thoroughly explaining the importance of community involvement to key publics and why.
  11. 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&playnext=1&index=9

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