Headquartered in France, Sodexo wasn’t particularly well known in the U.S., where it’s been inaccurately perceived as just a foodservice/catering company. The company’s positioning as a leader in Quality of Life services in the workplace needed to be explained to American journalists and professional audiences in a way they could relate to and find newsworthy.
Sodexo: Enhancing Quality of Perception
To introduce Quality of Life topics to the U.S. and global business and trade media, we worked closely with Havas PR Paris to adapt nuances of Sodexo’s messaging for U.S. audiences, organized an executive media tour with The Economist, Fortune, Forbes and Bloomberg, and authored and placed a series of op-eds in Huffington Post, CNBC.com and Modern Healthcare. Our 10-month PR campaign culminated in a high-level Quality of Life conference in New York. For that, we scheduled more than 25 onsite interviews for Sodexo executives and Quality of Life conference speakers; coordinated a targeted tweet campaign; and mobilized a blogger day with 30 digital influencers writing about Quality of Life.
We also helped Sodexo research and author 10 definitive quality of life trends reports (which together comprise its “2017 Global Workplace Trends” book) and design 50-plus pieces of collateral. To support its release, we conducted ongoing media outreach in the states and organized a media day in New York with Sodexo CEO Sylvia Metayer, during which we introduced her to journalists from outlets including USA Today, BBC and Quartz.