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

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