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Even before the pandemic, Sodexo recognised the changing world of the modern workplace. They enhanced their core food and facilities management services and integrated unique offerings like employee benefits and workplace strategy. This gave rise to ‘Vital Spaces‘ – a powerful offer designed to help businesses maximise workspace value and boost employee satisfaction and productivity.
As Sodexo’s Marketing Director for the UK & Ireland Corporate Services segment, I oversaw the project to bring Vital Spaces to life – combining research, a robust strategy, and a clear value proposition with creative branding.
Global leader in facilities services.
€220 billion annual revenue.
470,000 employees in 80 countries.
100 million consumers served daily.
REINFORCE A UNIQUE POSITION:
Highlight Sodexo’s breadth of expertise and commitment to enhancing the quality of life for clients’ employees.
DEVELOP A RELEVANT OFFER:
Create a proposition focussed on serving working adults, regardless of where or how they work.
APPEAL TO VARIOUS INDUSTRIES:
Build a strategy and brand that appeals to businesses across different sectors.
GET NEW BUSINESS:
Identify and attract new business with current and potential clients.
OVERCOME COMPLEXITY:
Tackle multiple service offerings, external partners, internal structures, and branding requirements.
Vital Spaces has defined Sodexo as a go-to partner for modern workplace needs and is now Sodexo’s global workplace offer, attracting quality leads worldwide.
85
New Targets
40
Qualified Leads
£100M
Pipeline Value
Results following the initial UK and Ireland launch.
Merged Sodexo's research with industry insights and developed client personas outlining clients' needs.
Developed a value proposition focused on aligning workspace optimisation with employee productivity. Supported with clear messages on the impact of the offer.
Categorised over 300 services under one overall offer structured around five primary categories.
Established a fresh brand identity within the existing Sodexo guidelines that would appeal across sectors. Introduced ‘Vital Spaces’ – a name and logo reflecting the changing nature of workspaces.
Introduced Vital Spaces to prospects and existing clients with a comprehensive suite of content and a robust marketing campaign to reinforce Sodexo’s position as an industry thought leader.
Vital Spaces successfully transformed Sodexo’s market perception, positioning the company as a trusted and strategic workplace partner.
A structured framework simplified the understanding of Sodexo’s complex workplace services, making it accessible to target prospects.
The launch led to the identification of 85 new targets, 40 of which became qualified leads, with a pipeline value of £100M.
Vital Spaces emerged as Sodexo’s global value proposition for workplace services, extending its impact to other sectors such as the public sector and education.
DIFFERENTIATION & CREDIBILITY
AWARENESS & UNDERSTANDING
INCREASED DEMAND
GLOBAL CONSISTENCY
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