Sodexo&U

Communication Campaign Proposal

August 6, 2015

Table of Contents
Situational Analysis.............................................................................................................................3
Campaign Objectives ..........................................................................................................................3
Strategies...........................................................................................................................................3
Target Audiences................................................................................................................................4
Program Recommendations ................................................................................................................4
Pre-Campaign: (September 1-September 13) ....................................................................................4
Phase 1: The Media Tour (September 14-October 18) ........................................................................4
Phase 2: The Quality of Life Tour (October 19-November 14) ..........................................................5
Phase 3: The Thought Leadership Panel (November 15- January 31, 2016) .........................................5
Bringing the Campaign to Life..............................................................................................................5
Dallas.............................................................................................................................................5
Austin ............................................................................................................................................6
Implementation Timeline ....................................................................................................................8
Pre-Campaign: (September 1-September 13) ....................................................................................8
Phase 1: The Media Tour (September 14-October 18) ........................................................................8
Phase 2: The Quality of Life Tour (October 19-November 14) ..........................................................8
Phase 3: The Thought Leadership Panel (November 15- January 31, 2016) .........................................8
Evaluation Measurements...................................................................................................................8
Conclusion .........................................................................................................................................8
Appendix............................................................................................................................................9
Estimated Fees ...............................................................................................................................9
About Burson-Marsteller .................................................................................................................9
Our Team .......................................................................................................................................9

Situational Analysis
Sodexo is a highly regarded facilities management and food service company, providing its operations
across a variety of industries, including corporate, health care, education, senior living, sports and
leisure, vending and government. The company is dedicated to providing Quality of Life services.
Though having faced past criticisms in the university realm for sourcing, quality and pricing of its food,
its role as a third-party vendor, its compensation and benefits packages and workplace policies, Sodexo
can showcase its positive attributes to engage the community. The companys solid reputation for
business operations and corporate social responsibility provide a platform to build relationships.

Campaign Objectives
Burson-Marsteller has developed an interactive, mobile campaign to integrate Sodexo into the existing
fabric of Texas many communities to strengthen both its reputation and relationships within the state .
Our campaign, Sodexo&U, supports the three pillars from Sodexos corporate social responsibility
agenda: Nutrition, Health and Wellbeing; Environment, Health and Safety; and Community Impact.
Together these three pillars give an identifiable purpose connecting Sodexo to the community.
To accomplish these objectives, Sodexo&U will provide a mobile presence in strategic locations across
the state. Sodexos existing relationships within Texas are an advantage in creating new connections,
and they will be used in the campaign to reach more stakeholders and achieve maximum impact.

Strategies
The Sodexo&U campaign is a pilot program proceeding Sodexos 50th anniversary, centered on the three
pillars that Sodexo touts as a responsible employer: Nutrition, Health and Wellbeing; Environment,
Health and Safety; and Community Impact. In support of Sodexos corporate social responsibility
agenda, our primary key strategies that will guide the campaign on an evidence-based approach, explain
why and to what purpose each part of the campaign is implemented. Our campaign uses one
overarching message: Sodexo not only supplies services; it fuels communities.
The strategies are as follows:

Strengthening relationships with locals and distributors/suppliers

Integrating the company into communities
Bringing the Quality of Life campaign to lay the groundwork for new business and future
partnerships

Target Audiences
Throughout the three phases of the Sodexo&U Quality of Life campaign, our tactics will reach the
following target audiences:

Phase 1

Phase 2

Media
Community
Stakeholders
University Parents and
Students
University Faculty and
Staff
Internal Employees

Community
Stakeholders
Elected Officials
Vendors and Suppliers
University Parents and
Students
University Faculty and
Staff
Internal Employees

Phase 3
Community
Stakeholders
Internal Employees

Program Recommendations
Sodexo&U will integrate itself into four Texas communities by promoting and awarding a Quality of
Life Community Action Grant. The grant will be given to an existing non-profit organization that works
in any of Sodexos three corporate responsibility pillars: Nutrition, Health and Wellbeing; Environment,
Health and Wellbeing; and Community Impact. These organizations will either self-nominate or be
nominated by their communities. We will then begin the Sodexo&U Quality of Life Tour around four
citiesDallas, Houston, San Antonio and Austinto promote voting and to select the statewide winner.
Once votes are tallied, the winning organization will receive a $25,000 grant to further its mission to
improve quality of life in the community.
Pre-Campaign: (September 1-September 13)
Preceding the campaign, the Burson-Marsteller team will lay the groundwork for three
subsequent phases starting with a strategy kick-off meeting to discuss research, content
development, message approval and campaign organization.
Phase 1: The Media Tour (September 14-October 18)
To kick off the campaign, our team has identified one spokesman from each of our four
locations serving as brand ambassadors: Stephan Pyles in Dallas, Hugo Ortega in Houston, Jason
Dady in San Antonio and Paul Qui in Austin. These spokespeople are nationally known chefs
whose roots originate in and ultimately brought them back to Texas. On launch day, each chef
will participate in a full-day media tour in their city to begin the nomination process for the
grant focusing on broadcast, local print, student news sources and key stakeholders, such as
local elected officials and community leaders. The nomination process will extend from launch
day (September 14) through October 18. After launch day, the nomination process will continue
to be shared through Sodexos social media, the campaigns SodexoandU social media
channels and the chefs existing channels.

Phase 2: The Quality of Life Tour (October 19-November 14)

The Sodexo&U Quality of Life Tour will travel to the four most-populated cities in Texas that
have University of Texas system colleges. Beginning in Dallas and trailing through Houston, San
Antonio and finishing in Austin, Sodexo will drive a food truck to each location to share food,
offer support from employees and promote the Quality of Life Community Action Grant. Out
of the six days in each city, three will be spent attending existing events around the city to
engage the community. The other three days will be spent at three semi-finalist nonprofit
locations, as determined at the end of the nomination process. At each community event and
nonprofit visit, Sodexo employees on the food truck will encourage locals to digitally cast their
vote for their favorite of the three local nonprofit finalists, as determined by the nomination
process that ended on October 18. The winning organization will be determined by the total
number of digital votes and will be awarded the $25,000 grant.
The campaign comes to life at existing community events, popping up with recipes created by
the spokesperson-chef from that city (e.g., Paul Qui from Austin). Locally sourced and Sodexosupplied food will attract community members and elected officials to the truck, where the
campaign will give them the opportunity to taste Sodexos food and experience more of the
company in their community.
Using the campaign hashtag #SodexoandU and tagging the semi-finalist of their choice on
Facebook, Twitter or Instagram, voters can digitally support their favorite organization. Voting
will close on the last day of the tour on November 14, and the winner will be announced at the
last tour stop in Austin.
Phase 3: The Thought Leadership Panel (November 15- January 31, 2016)
After the food truck tour has concluded and a winner has been selected, the Sodexo&U
campaign will begin the final phase of collaborating with each of the 11 semi-finalists to uncover
more insights to better serve Texas communities. This phase will unite executives and leadership
from Sodexo with the 11 semi-finalists to discuss the three Quality of Life pillars: Nutrition,
Health and Wellness; Environment, Health and Safety; and Community Impact. The feedback
gathered will be applied to existing and future services provided in Texas. Sodexo will host three
panels relating to the three pillars over the weekend of Friday, January 29, 2016, though
Sunday, January 31, 2016, where the nonprofit representatives can provide Sodexo with a
realistic assessment of life in Texas. A mid-year benchmark conference will convene at the end
of the summer of the same year.

Bringing the Campaign to Life

Dallas
Dallas media tour will begin on October 19 and run through October 24. The celebrity chef selected for
this city is Stephan Pyles. As an established restauranteur in Dallas, he will be strategically placed on
radio talk shows, various television appearances and will be used in local newspaper stories.
Stakeholders:
The citys economy is primarily based on banking, commerce, telecommunications, computer
technology, energy, healthcare and medical research and transportation and logistics. Dallas
also houses the third-largest concentration of Fortune 500 companies in the United States.

Because of the high concentration of businesspeople within the city, Sodexo&U has identified
this group as a target stakeholder audience for the campaign.
Phase 1 in Dallas: This phase will use local broadcasting, traditional media and social media to reach
audiences.
Newspapers:
Dallas Morning News
Fort Worth Star-Telegram
Dallas Observer
Dallas Voice
The Mercury
A Modest Proposal
Broadcast & Radio:
KHKS- FM 106.1 Kiss FM : Top 40/ Contemporary Hit Radio
KDMX- FM NOW 102.9 : Hot Adult Contemporary
KPLX- FM 99.5 The Wolf: Modern Country
KLUV-FM 98.7 KLUV : Oldies
Radio UTD (University of Texas at Dallas Radio)
UTD TV (University of Texas at Dallas Television)
Phase 2 in Dallas: This phase combines suppliers and unique food options to the Quality of Life food
truck to connect with community members at popular local events.
Suppliers: This campaign is an opportunity to build on our existing suppliers in Texas. In Dallas,
this includes Garo Dairy and Harper State Meat Corporation.
Events: Throughout the week the food truck is in Dallas, the campaign will hit six events:
October 19: Non-Profit Visit 1
October 20: Dallas Arboretum: Autumn at the Arboretum
October 21: Non-Profit Visit 2
October 22: Non-Profit Visit 3
October 23: Luke Bryan Concert
October 24: Cool Thursdays Concert Series
Up Next: After Dallas, the campaign will make the 3.5-hour drive to Houston. After Houston, the next
destination is San Antonio at a three-hour drive. The final trek is to Austin, a 1.5-hour drive.
Austin
Austins media tour will begin on November 9 and will run through November 14. The celebrity chef
selected for this city is Paul Qui. As an established restauranteur and Top Chef-winner, he will be
strategically placed on radio talk shows, various television appearances and will be used in local
newspaper stories.

Stakeholders:
The citys economy is primarily based on the arts, education and innovative start-ups. It is a
hotbed for creativity and business. Forbes.com has ranked Austin as No. 1 for small businesses,
and Kiplinger Finance Magazine has ranked it Best City for the Decade. Austin is also leading the
regions growth while keeping a global competitive advantage.
As the capital of Texas, Austin houses the states lawmakers and prominent government
officials, making them target legislative stakeholders for our campaign.
Phase 1 in Austin: This phase will use local broadcasting, traditional media and social media to reach
audiences.
Newspapers:
Austin Citizen
Austin Tribune
The Daily Texan
West Austin News
Community Impact Newspaper
Austin Business Journal
Austin Chronical
Culturemap Austin
Austin American-Statesman
Broadcast & Radio: The following make the list for the top-rated radio stations in Austin.
KBPA (BOB FM, 103.5) : Classic Rock
KASE-FM (KASE 101) : Country
KHFI (96.7 KISS FM) : Top 40
KVET (98.1) : Country
KUT: NPR Affiliate: News/Talk
KPEZ (FM 102.3) : Hip-Hop and Soul
KROX (FM 101.5) : Alternative Rock
KAMX (Mix 94.7) : Adult Contemporary
FM 91.7: Community/College Radio
Phase 2 in Austin: This phase combines suppliers and unique food options to the Quality of Life food
truck to connect with community members at popular local events.
Suppliers: This campaign is an opportunity to build on our existing suppliers in Texas. In Austin,
this includes Charlotte Farms, Owen Harvest Grains and Mikeys Dairy.
Events: Throughout the week the food truck is in Austin, the campaign will hit six events:
November 9: Amazing Scavenger Hunt Adventure
November 10: Non-Profit Visit 1
November 11: Ambassadors Concert
November 12: Austin Asian American Film Festival
November 13: Non-Profit Visit 2
November 14: Non-Profit Visit 3

Implementation Timeline
Pre-Campaign: (September 1-September 13)
Prior to Phase 1, the campaign will take time to continue to research and develop campaign specifics
and arrange implementation.
Phase 1: The Media Tour (September 14-October 18)
The launch on September 14 will propel the Sodexo&U campaign into a month-long media blitz, using
targeted media to get the campaigns message across most effectively.
September 14: On launch day, the four celebrity chefs will make appearances within their own
markets to begin promoting the campaign.
Morning: In each market the chefs will appear on morning radio broadcast shows.
Mid-Morning: The chefs will transition to appearances on television talk shows.
Afternoon: The chefs will interview with traditional media and a top food blogger in
each city to supplement the embargoed press releases already sent to them.
September 15-October 18: The remaining time in the phase will be spent distributing
promotional materials through Sodexo&U social media and through the chefs to garner
nominations and coverage for the grant contest.
Phase 2: The Quality of Life Tour (October 19-November 14)
Following the buzz generated by the media tour, the Sodexo&U Quality of Life tour will begin
immediately, spanning four weeks until the final phase.
Dallas: October 19-24
o Media coverage will include online coverage and social media content.
Houston: October 26- 31
San Antonio: November 2-7
Austin: November 9-14
o Media coverage will include online coverage and social media content.
Phase 3: The Thought Leadership Panel (November 15- January 31, 2016)
To continue the campaign, the panel will remain connected to Sodexo through internal communications
as well as through interactivity on social media channels.

Evaluation Measurements
Our overall measurement of success for this campaign will be determined by media and social
impressions. Our goal is to receive more than 1 million impressions based on (1) share of voice, (2)
tonality and sentiment of media coverage and social media conversation, (3) the number of votes for
semi-finalists via social media and (4) the number of resulting stakeholder engagements arranged.

Conclusion
The Sodexo&U campaigns strengths lie in its authenticity to Texas and the many communities that
make up the Lone Star state. Sodexos mission to deliver Quality of Life services fits directly into the
greater theme of this campaign: uniting a community strengthens a community. By bringing the
messages of Nutrition, Health and Wellbeing; Environment, Health and Safety; and Community Impact
to the forefront with this campaign, Sodexo is able to connect with the specific targets and
communicate a message of unity with the clients who have made Sodexo a top Quality of Life
provider.
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Appendix
Estimated Fees
Sodexo & U Truck....$500,000
This estimate includes gas, design, insurance, driver, food, and business and parking permits.
Talent......$200,000-$250,000
This estimate includes compensating the celebrity chefs we will recruit as spokespeople.
Sodexo & U Quality of Life Community Action Program.$50,000
Award Winner.$25,000
Semi-Annual Sodexo&U Thought Leadership Panel....$25,000
Agency Fees..$250,000-$300,000
This estimate includes Burson-Marstellers six-month role in media and stakeholder relations,
digital content creation and event execution.
Grand Total..$1,000,000-$1,100,000
About Burson-Marsteller
Burson-Marsteller is home to a global team of public relations and public affairs professionals . We
partner with our clients to ensure they have the counsel and resources that allow them to communicate
effectively, even in the most volatile business environmentsacross localities, countries and the world.
We provide strategic and creative thinking and program execution spanning the complete range of
public relations and public affairs services that consistently deliver measureable results to our corporate,
institutional, government and professional association clients.
Our Team
Danielle Moore | Danielle.Moore@bm.com
Project Lead
Danielle Moore is pursuing her degree in Communications focusing in public
relations with a minor in leadership studies from the University of Maryland, College
Park. She served as the PR director of InTERPret, a pro-bono, student-run
communication firm, vice president of the National Council of Negro Women on
campus and is an active member of PRSSA. Danielle works in the Health Care
Practice in Washington, D.C.

Jay Carroll | James.Carroll@directimpact.com

Media Relations
Jay Carroll graduated from High Point University with a B.A. in Strategic
Communications. At Burson-Marsteller, Jay works on campaigns initiating various
social media tactics to reach target audiences through grassroots methods. Jay
works for Direct Impact in Washington, D.C.

Kimberly Yates | Kimberly.Yates@bm.com

Stakeholder Relations
Kimberly Yates graduated from the University of North Carolina at Chapel Hill with a
B.A. in Public Relations from the School of Journalism and Mass Communication and
a minor in Social and Economic Justice. She served as the COO for the Schools
student-run communications agency Heelprint Communications. Kimberly works in
the Worldwide Headquarters Practice in Washington, D.C.
Natalie Goodman | Natalie.Goodman@bm.com
Message Development Lead
Natalie Goodman is pursuing degrees in International Studies and French at Colby
College. She works for admissions and is an active member of the Colby Hillel.
Natalie works in the Public Affairs and Crisis Practice in Washington, D.C.

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