Timberland experienced its first major financial loss in 1995 when it closed two U.S. manufacturing plants and laid off 540 employees. This damaged relationships with employees and shareholders. To rebuild trust, Timberland pledged $5 million to City Year and increased community service efforts. However, Timberland failed to clearly communicate the importance of these initiatives to key stakeholders. It implemented strategies like media campaigns and internal communications but did not thoroughly explain how community involvement would benefit the company's future. Timberland needed to transparently convey the value of service to rebuild relationships with employees, shareholders and the public.