In about 2007, Timberland, a US manufacturer and retailer of outdoors wear, developed a CRM / Cause Related marketing strategy that involved becoming a national founding sponsor of Boston-based City Year, a national youth service organisation. Timberland donated over $10 million and also provided red jackets, khakis and Timberland boots to distinguish the youth corps nationwide. The partnership helped foster a ‘‘service ethic’’ at Timberland and employees contributed over 170,000 hours o...

BPIR Categories

4.1.4 Develop & implement marketing strategy
13.1 Develop and manage supplier/customer partnerships

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