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.
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.
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