Timberland Corporate Social Responsibility
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Case study for Kelli Matthew's Strategic Public Relations Planning and Cases course at the University of Oregon's School of Journalism and Communication. Authors: Jenna Cerruti, Heather Cyrus, Elise Presicci, Cristina Dunning, Lauren Short Presentation design by Lauren Short
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Timberland Corporate Social Responsibility
- 1. TIM BER LAND Jenna Cerruti Heather Cyrus Cristina Dunning Elise Presicci Lauren Short Thursday, October 28, 2010
- 2. •Conceived in 1978 •2009 •Employed 5,500 worldwide •Family owned company •Chair: Sidney Swartz •President/CEO: Jeffrey Swartz BAC k gRo UN D Thursday, October 28, 2010
- 3. JeffRey http://bigthink.com/ideas/16693 “Every success that comes from tomorrow is yours, but every failure that trails, a boot that gets returned because it didn’t work, an employee who lost their job, I own every single one of those failures forever. They don’t go away.” Sw A r t Z Thursday, October 28, 2010
- 4. •High Priority •CITY YEAR •70 pairs of boots - $1 million investment •Employee paid service hours Timberland Community Involvement Thursday, October 28, 2010
- 5. •1994 Profits fall •Stock price •1993: $85.00 •1995: $22.00 •Restructuring to cut costs •Two factories closed •500 jobs lost •Outsourcing daSITuaTioN Thursday, October 28, 2010
- 6. During financial trouble, TimberLand continued to give money and service work to CITY YEAR. Thursday, October 28, 2010
- 7. dasITUatioN 2 •Potential Difficulties •Employee backlash •Future potential employees •Current employees •Community response Thursday, October 28, 2010
- 8. InPUTs Thursday, October 28, 2010
- 9. •Tactics and objectives •"Perform Under Extreme Conditions" •Environmental Awareness •"Give Racism the Boot" CAMpaIGnS Thursday, October 28, 2010
- 10. Yo, DiD IT •Effectiveness •Target •Future of Timberland WoRk?Thursday, October 28, 2010
- 11. OutPUTs•Stakeholders • Employees • Consumers • Communities • Investors • Shareholders and Analysts • Suppliers • Non-Governmental Organizations • Media • Government Entities • Business Colleagues &U T CoMeS Thursday, October 28, 2010
- 12. “By actively generating outcome-oriented dialogue with stakeholders, we believe TimberLand can ultimately compete more effectively in the future.” -TimberLand Thursday, October 28, 2010
- 13. CoMmUNicATIon • Biennial CSR reports • Quarterly reports on key performance indicators • Quarterly CSR dialogues with Jeffery Swartz • EarthKeeper • Internal discussions • Share environmental values and products • Problem-solving communication meetings sP e CT RUM Thursday, October 28, 2010
- 14. da • Employee agrees to work voluntarily with option of termination. • Allowed to work 60 hours a week • Paid volunteer time CoDEoF coNdUCT Thursday, October 28, 2010
- 15. "We offer the consumer a company to believe in and get involved with; we offer our employees a set of beliefs that transcend the workplace; we offer the community an active and supportive corporate neighbor; and we offer shareholders a company people want to both buy from and work for." -TimberLand Thursday, October 28, 2010
- 16. wHo da •Consumers •Employees •Community •Shareholders pUbL i cs ? Thursday, October 28, 2010
- 17. REL aTI oN ShiPs •Control mutuality •Trust •Satisfaction •Commitment •Exchange relationship •Communal relationship Thursday, October 28, 2010
- 18. •Assert company values •Explain finances SUg GesTions sUm Thursday, October 28, 2010
- 19. REC om MEN DaTiOnS •Improve communication with employees •Explicitly explain separation between layoffs and City Year donations •Improve internal affairs Thursday, October 28, 2010
- 20. TIM BER LANDThursday, October 28, 2010