Some details
By creating a trends report, we helped Sodexo position itself as a global thought leader on higher education and campus life
The Situation
Sodexo Universities, a leader in campus dining and facilities management for public universities and private colleges, sought to engage university leadership in a new way. Already well-known for its food services, Sodexo had an opportunity to share its point of view about its
robust offering around a bundle of quality-of-life services for students and staff.The Challenge
To position itself as a thought leader on higher education and campus life, Sodexo wanted to create a global report on key trends affecting the student journey and campus experience, featuring unbiased insights from world-class education experts and researchers.
Tendo helped Sodexo refine its marketing goals, and uncovered the need for an asset that would drive brand awareness, brand education, and sales enablement. Tendo’s recommendation: Don’t merely create a report, build an integrated content campaign around this anchor asset and share the story across multiple channels.
The Approach
Tendo led a complex collaborative effort to:
-Create an Editorial Advisory Committee in tandem with the Sodexo Institute for Quality of Life, an in-house think tank, then interview 11 education experts around the world.
-Bring the story to life in a 32-page print and digital 2018 Sodexo University Trends Report, which balanced approachable language with academic rigor.
-Translate the text seamlessly into a range of content formats—blog posts, social posts, emails, videos, and infographics.
The Result
Sodexo had never produced thought leadership content and a campaign at this scale, and the effort paid off. The report generated immediate buzz and helped their sales teams expand relationships with existing and new university accounts.